A city’s industrial history continues to be written with every new investment and technology. On October 5th—the day of Stara Zagora—the SZ REDA team visited the ZAGORKA brewery, a place where tradition meets modern solutions for more sustainable production.

The visit provided an opportunity to trace the journey of the beer and learn more about the work behind the well-known brand—including energy efficiency measures, the use of renewable energy, recycling, and responsible resource management. It is precisely these solutions that turn the green transformation from a stated intention into an everyday production practice.

A natural continuation of the conversation was the presentation of SpurUP —a European project bringing together 34 organizations from 11 countries to develop and implement innovative solutions for a greener industry and climate neutrality. Stara Zagora is one of three replication regionswhere European expertise will be adapted to local needs. ARIR – Stara Zagora, the Municipality of Stara Zagora, and ZAGORKA are working together to align technological capabilities with the needs of businesses and the region's priorities.

Among the guests was the Regional Governor, Assoc. Prof. Dr. Kaloyan Damyanov, with whom we discussed the future of Stara Zagora and the role of partnerships between businesses and institutions.

Thus, the city’s celebration became an occasion to also look ahead—toward an industry that preserves accumulated experience and invests in the smarter use of energy and resources.

More about the project: www.spurup.eu

The SpurUP project (No. 101239566) is funded by the European Union under the Horizon Europe programme.