KRASSIMIRA HRISTOVA: THE PLEASURE OF SMART DRIVING

Responsible diesel vehicle owners are already familiar with AdBlue® – the additive that reduces harmful emissions and enhances fuel efficiency by optimising engine combustion. Remarkably, this high-performance solution is not only produced in Bulgaria according to the strictest manufacturing standards – it has become a market leader thanks to the vision and initiative of a woman, Krassimira Hristova. As the second-generation owner and manager of Tsaki, a company for manufacturing automotive fluids, she stands out with her talent to recognise emerging trends and turn them into business success. In our interview, we focused on the two pivotal decisions in her professional life – choosing a career in Tsaki over one abroad and introducing AdBlue® to the Bulgarian market, and on her plans for future expansion.

You chose joining Tsaki's team over a promising international career in finance. What was the most important thing that you learned as a person and a professional at Tsaki?

Here, I learned a couple key things. First, the importance of having a clearly set goal and consistency and precision in all of your commitments. This builds trust and sustainable partnerships, which are crucial for the company's development. Another lesson was that constant development and ambition to master new knowledge are key for the capability to adapt well to the dynamic business environment. You need to have a clear idea about the future at least five years ahead to stay competitive and innovative!

Our decision to take on AdBlue® was a natural step based on our years of experience with production of chemical liquids for vehicles. Until 2008 we were very active in this field, but with the establishment of new standards for environment protection we quickly realised that the future belonged to products that reduce harmful emissions.

The successful partnership with KRUSE K.G. for licensed production of AdBlue® was a pivotal moment for Tsaki. Why did this bold step result in success?

At the time, only two companies in Europe produced licensed AdBlue® – KRUSE K.G. (Germany) and GreenChem (The Netherlands). Instead of waiting for the market to get ready for the product, we decided to be proactive. We contacted KRUSE K.G. and built a partnership that allowed us to bring this innovative product to Bulgaria. A bold, but strategically sound step. While few people believed in the potential of AdBlue® at the time, we clearly recognised in what direction the industry was moving to.

You have manufactured high-quality AdBlue® for over 15 years. How did clients' approach change in these years? What are the current trends in the additive's manufacture?

At the beginning, many clients saw AdBlue® as new and unknown, while for others it was just a meaningless expense. With time, more people realised the product's advantages. Today, both businesses and end consumers are aware that it not only reduces harmful emissions, but is also a must for modern diesel engines. Moreover, environmental regulations are getting stricter, with Euro 6 and Euro 7 requiring even lower levels of nitrogen oxides (NOx). As a result, the demand for high-quality AdBlue® is growing and manufacturers have to constantly adapt to the changes and the market trends.

For some years now Tsaki's products have been sold abroad as well. What are their competitive advantages?

Our products are now present across the Balkans thanks to our consistent focus on quality, technological improvements, and long-term partnerships. We adhere to standards that align with the best practices in the industry, allowing us to build strong positions in the region.

The high quality of the raw materials we use and supply is our top priority. Besides supplying finished products, we also provide smaller companies and enterprises with certified materials that meet strict international standards. This makes us a reliable partner for businesses that depend on security and consistency in their supplies.

The modern technologies in our factory in Kostinbrod ensure precision and a high level of purity at every stage of the production process. We operate according to internationally recognised standards and are certified by VDA QMC for the production and distribution of AdBlue®.

Our production is fully compliant with environmental requirements, which is an important factor for both businesses and end consumers. Tsaki's commitment to quality and sustainable solutions allows us to maintain a high level of trust among our partners and customers in the Balkans.

Do you see potential for further expansion?

An established production capacity, high-quality raw materials, and strong partnerships: yes,Tsaki definitely has the potential for further expansion into the international market. Our approach is focused not only on end products but also on supplying smaller manufacturers with certified materials, giving us flexibility and a competitive advantage. Currently, the Balkans are our primary market, but we see significant opportunities in Central and South Europe, where there is a growing demand for reliable suppliers of high-quality raw materials and industrial products.

All owners of internal combustion engine vehicles use chemical products such as engine and motor oils, windshield washer fluid, brake fluid, and others. What do we not know about high-quality products of this type? Why should we not compromise on quality when choosing what to use in our vehicles?

Many people consider automotive fluids as something standard, without realising how essential they are for the long-term performance and safety of the vehicle. The quality of these products determines not only the engine's efficiency but also its lifespan. For example, the wrong oil or a low-quality brake fluid can cause serious technical issues, increasing maintenance costs and even putting the safety of the driver and passengers at risk.

The trends are clear – stricter regulations and a growing demand for high-quality AdBlue®. Thanks to our years of experience, modern equipment, and clear vision for development, our products not only have found their place on the European markets but are also among the preferred choices in the industry.

What are the core challenges that Tsaki faces today?

The dynamic regulatory environment and the increasingly stringent environmental requirements in Europe are the greatest challenges for us today. Emission regulations are getting stricter, requiring continuous improvement of our products and processes. Securing reliable raw materials and supplies amidst global economic challenges is another major obstacle, as the production of high-quality AdBlue® demands strict control at every stage – from supplier selection to final packaging.

What goals for 2025 did you set for yourself as Tsaki's manager?

In 2025, our main priority is to strengthen our position in key European countries where there is demand for high-quality raw materials and industrial products. To achieve this, we are investing in production modernisation, which will allow us to increase our capacity while ensuring high standards of quality and sustainability. Optimising logistics and distribution is another priority, so that we meet the requirements of our European partners with faster and more efficient deliveries.

I believe that with consistency, strategic approach, and a dedicated team we will solidify our position in Europe and continue our sustainable growth.