A new store in the Pristina-based Meridian Express grocery chain was inaugurated on August 26 in the heart of North Mitrovica in northern Kosovo, populated mainly with Kosovo Serbs.

The chain currently has 44 stores concentrated in eight major Kosovan cities. However, until now the Kosovo Albanian-owned chain has not launched stores in majority Serb parts of the country. 

The opening ceremony was attended by several dozen Kosovo Albanian residents of North Mitrovica, with an increased presence of Kosovo police officers in the area.

Anton Gashi, the executive director of Meridian Express, spoke to local media, saying that the opening of the store brings a high level of service to citizens in the north of Kosovo. He said that only high-quality products would be available in their stores, Kosovo-online reported.

Given that Albanian was predominantly spoken during the opening, while Serbs make up the majority of the population in the north, journalists inquired if the staff were also proficient in Serbian, the native language of many of their future customers.

"They speak both Serbian and Albanian, so we will ensure that Serbs also have the best shopping experience in our store. This is our 45th store, and we pride ourselves on offering top-notch service, high-quality products, and well-prepared and trained staff. We aim to deliver the best experience for all customers," Gashi assured Serbian shoppers.

He said the company is committed to treating all customers equally. In line with this commitment, the slogan, "In your neighbourhood”, has been translated into both Albanian and Serbian and is displayed throughout the store in both languages.

Founded in 2012, Meridian Express' focus is on small and mediums sized neighbourhood stores. 

When asked about Serbian applicants for employment at the new store, Gashi mentioned that one Serbian candidate had applied and been hired.

"Once operations fully begin, we expect more job opportunities to arise, and we are open to hiring everyone equally," he added.

Despite its proximity to Pristina, just 40 kilometres away, Mitrovica remains a divided and volatile city. Today, around 70,000 Kosovo Albanians live in the southern part, while approximately 20,000 Serbs reside in the northern part. This demographic split reflects the ongoing ethnic tensions that have persisted since Kosovo's 2008 declaration of independence, which Serbia still does not recognise.

The Kosovo government is pushing for the full reopening of the Ibar bridge that links the predominantly Serb North Mitrovica with the mostly Albanian southern part. Currently, the bridge is open to pedestrians but remains closed to vehicles. However, the Serbs in North Mitrovica, along with the international community, oppose the reopening at this time.

European Commission spokesperson Peter Stano recently urged the Kosovan authorities to heed the advice of their international partners and allies concerning the plan to reopen the bridge over the Ibar River.