On March 6th, the founding assembly of the Serbian Private Label Association was held in Belgrade, bringing together food manufacturers from Serbia, between others Yumis company, representatives of retail chains, distributors and the Serbian Chamber of Commerce. The Association aims to promote and support the development of private label in Serbia, to educate and encourage greater engagement of manufacturers in this segment and to promote Serbia internationally as a favorable destination for the production of private labels. The event was an opportunity to discuss, through a panel discussion, the potential, importance, and perspectives of private label development in Serbia, as well as the reasons for greater involvement of local SMEs.