Jana Velichkova

Jana Velichkova is the Executive Director of the Bulgarian Soft Drinks Association (BSDA) – the leading industry organization representing the non-alcoholic beverages and bottled water sector in Bulgaria. With more than 15 years of experience in corporate communications, sustainability, and public policy, she plays a pivotal role in steering the sector towards circular economy practices, carbon footprint reduction, and sustainable packaging. Under her leadership, BSDA is actively implementing the principles of the European Green Deal within the industry, promoting recyclable solutions, responsible consumption, and innovation in production. Jana Velichkova is a frequent contributor to national and EU-level working groups and a strong advocate for inclusive, data-driven environmental and economic policy-making.