In this edition of our IFS Faces blog, we introduce Milena Genkova, Market Development Manager for Bulgaria and the Balkan region. Based in Sofia, Milena brings more than 13 years of experience in certification, international business development and market growth to her role at IFS.
Combining international business and certification sector expertise
Milena studied at the University of National and World Economy in Sofia, where she earned a bachelor's degree in International Economic Relations with a specialisation in marketing and a master's degree in International Business. This academic background provided a solid foundation in international business, strategic market development and stakeholder engagement.
Before joining IFS, Milena built her career in the certification sector, with responsibilities spanning business development, auditor qualification, marketing, sales, and key account management. In previous roles at ISACert East Europe and Certima B.V., she worked closely with international clients and partners across Central and Eastern Europe, coordinated international audit programs and developed long-term partnerships with retailers, manufacturers, and certification bodies.
Connecting markets, people and certification
In her role, Milena is responsible for market development activities in Bulgaria and the Balkan region. She works closely with certification bodies, retailers, consultants, suppliers and industry partners throughout the food supply chain.
As a regional representative and local point of contact for IFS, she builds strong partnerships, promotes awareness of IFS Requirements, and supports their practical implementation while contributing to the further development of food and product safety culture in the region.
Through this ongoing dialogue with industry partners, Milena sees first-hand how certification creates value for companies and strengthens confidence across the supply chain. For her, certification is more than a profession. It is part of a personal mission to strengthen food and product safety, build trust and support sustainable growth within the industry.
Strengthening relationships and market visibility across the region
Since joining IFS in January 2026, Milena has focused on increasing the visibility of IFS Standards, Programs and Checks across the region.
Through conferences, webinars, industry meetings, and networking events, she actively engages with organisations. She helps them understand how IFS supports food and product safety, transparency, and continuous improvement. At the same time, she fosters close collaboration between local stakeholders and the international IFS Network.
Building trust and creating opportunities
A particular focus and personal motivation for Milena is supporting smaller local producers on their journey towards compliance and opening greater market opportunities. She helps them navigate certification requirements, meet growing market expectations, strengthen trust and open doors to further growth.
This motivation is closely connected to why she joined IFS. Milena was drawn to the organisation by its innovative approach, collaborative culture and commitment to shaping the future of food and product safety.
For her, working at IFS means combining relationship-building and strategic development with meaningful work that directly impacts everyday consumer safety.
Driven by curiosity and connection
Milena’s interest in people, languages and cultures extends beyond her professional role. She enjoys travelling, discovering new perspectives and continually developing both personally and professionally.
Fluent in Bulgarian, English, French and Russian, she feels at home in multicultural environments and values working with people from diverse backgrounds.
This curiosity and openness continue to shape how she approaches her work by building meaningful partnerships, strengthening regional collaboration and helping organisations across the Balkans grow through trusted certification.
