02 Jul 2025
Introduce yourself in a few sentences.
My name is Desislava Georgieva, and I am the CHRO at Healthy Bars – one of the most successful Bulgarian companies producing high-quality protein products, which in just 10 years now operates in over 35 countries worldwide.
My professional journey has been unconventional, yet deeply connected to people. Before earning my Master’s degree in Human Resource Management, I studied Philosophy, and for nearly eight years I was also involved in psychodrama before fully dedicating myself to corporate management in HR. Why?
Because I believe HR is where humanity meets a vision for growth. This field allows me to create an environment where people work with respect, clarity, and a forward-looking mindset – for both individuals and the organization.
How long have you been with the company? How do you feel here, and what does this stage mean to you?
Just a few days ago, I marked my second anniversary.
From the very beginning, I felt I was in the right place. One reason is that the company represents the new face of Bulgarian entrepreneurship – with an international vision that goes beyond geographical boundaries, both in its products and its management culture. For us, people-related processes are not just a function – they are a strategic priority.
I’m grateful that I found my team at exactly this moment. For both me and the company, this is a period of intense growth. It feels like we’re experiencing something truly meaningful together – one of those moments you later look back on with inspiration.
What have been the most memorable moments or achievements during your time here so far?
In just two years, I’ve experienced many valuable and memorable moments – both personal and professional. From small gestures, like an unexpected gift of vegetables from a colleague’s garden, to implementing international practices that are now part of the company’s cultural “code.”
A particularly meaningful moment was when the European Bank for Reconstruction and Development (EBRD) recognized the company’s potential, and a team led by its President, Odile Renaud-Basso, visited us in Bulgaria. That’s when we became part of the prestigious Blue Ribbon program.
I’m also proud of our first participation in the Bulgarian Association for People Management (BAPM) awards, where we won in the “Organizational Development” category. It was not just recognition – it was confirmation that we are on the right path.
What motivates you to stay and grow within this organization?
What motivates me to stay is the same thing that attracted me in the first place – the people and the mindset. In Mavitan Chiftchi and Valentin Strekalovski, I recognized leaders with vision, courage, and humanity – qualities that rarely come together.
This approach reminds me of the culture in leading international companies where I’ve had the privilege to work. That combination of strategic and deeply human leadership creates an environment where you want to give your best and grow alongside the organization.
How has your professional path evolved since your first day here, and what has it taught you?
I wouldn’t describe it as a sharp change, but rather as a natural progression and continuation of my professional journey. The steps I’m taking here build on everything I’ve learned and experienced so far.
For me, learning is a continuous process – I learn something new every day. From colleagues, from the business itself, and from and about people. Every day is an opportunity to grow.
There are also exciting challenges ahead that inspire me – one of them being the development of our new factory. It’s a significant step for all of us, and I’ll be happy to share more when the time comes.
What are your aspirations going forward – for yourself, your team, and the company?
I strive to be a good person and a reliable professional – this has always been my personal direction. I believe in consistency and in the power of small actions that lead to big results.
As a people leader, I see the team as the foundation of everything. I aim to build an environment where thoughtful, independent professionals can thrive – people who move in the same direction, even when there are different paths ahead.
For the company, I hope it continues to be an example of sustainable and meaningful business – one that cares for its people, its products, and the future.
