AS Jelah Company Showcases the Fusion of Tradition and Innovation at the Tešanj Fair

With a deep-rooted commitment to domestic industry and cultural heritage, AS Jelah—the organizer of the AS Holding presentation—brought a unique display to the Tešanj Fair, which took place from September 27 to September 30, 2023.

As a leading group in Bosnia and Herzegovina’s food sector, AS Holding used the occasion to celebrate both tradition and modernity. The fair held special significance for the group’s renowned brands, including Klas, Vispak, Sprind, AC Food, Solana, and Oaza. Each brand presented a carefully curated blend of traditional values and contemporary advancements, offering visitors a glimpse into the evolution of Bosnia and Herzegovina’s food identity.

“Our booth was divided into two parts, symbolizing the connection between past and present,” said Amira Ćeman, Marketing Manager at AS. “On one side, visitors experienced our heritage through products such as Zlatna džezva, Klas lokum, Zlatni puder, Sprind jufke and pastries, Master strudels, and more. These products reflected the richness of our region’s cultural fabric.”

The other side of the booth embraced modern technology, featuring photobooths, vortex 360 experiences, and VR headsets offering a virtual tour of the Oaza factory. “This was our way of showing how tradition and innovation can go hand in hand. While we honor where we come from, we also look ahead—adapting to the needs of today’s market,” Ćeman added.

AS Holding’s presence at the Tešanj Fair went beyond product presentation—it reflected a business philosophy built on the harmony of heritage and innovation.

“At AS Holding, we don’t see tradition and innovation as opposites—they strengthen one another,” the company shared. “We remain deeply rooted in local values while embracing forward-thinking strategies that meet the needs of today’s consumers.”

This carefully curated presentation reaffirmed AS Holding’s position as a pillar of the domestic economy—one that honors its legacy while actively shaping a modern, resilient future.