Robert SEREC grew up surrounded by Slovenia’s breathtaking scenery and acquired a deep love of travel and different cultures. He was profoundly impacted by his vast travels throughout the European Union, the far reaches of the East, including China, Hong Kong, and Singapore, as well as his experiences on the west coast of the USA and in the MENA region, particularly Djibouti. Robert couldn’t help but realize the shared impact of climate change disasters and the expanding waste affecting countries, regardless of social status, when he saw the dramatic disparities in riches and growth set against poverty.

Robert carefully worked his way up the corporate ladder after starting out as an apprentice, motivated by his love of technology and desire to take on more responsibility. But despite his constant dedication, he ran into a glass ceiling that prevented him from progressing further in his job. Unfazed, he made the decision to alter directions and pursue a career as a CEO in an effort to actually contribute to and promote change.

Robert’s journey as a CEO took an exceptional turn when he played a pivotal role in successfully turning around a dairy business, igniting his fervent thirst for knowledge and a deep desire to contribute to a cleaner world. Frustrated by greenwashing practices, he yearned for a more meaningful and sustainable approach to making an impact.

As a result of these considerations, Robert SEREC founded the White Hydrogen Coalition, demonstrating his commitment to promoting clean technology solutions. He accepted his entrepreneur role and saw the enormous potential of hydrogen technology and its ability to change industries and promote sustainable development. Robert brought together like minded individuals under the umbrella of the coalition, all of whom shared the idea of creating a better, cleaner society, with his experiences and abilities at the lead.

Robert SEREC hopes to lead a transformational movement through the White Hydrogen Coalition that breaks through geographical and social barriers while promoting creativity, cooperation, and just solutions. Robert is unwavering in his desire to create a greener, more sustainable future where environmental practices take the place of trash and calamities have less of an impact on society. Although his journey is far from complete, he continues to push the envelope of what is possible with each venture, creating a lasting legacy for future generations.