The regional context of smart specialization continues to be in the focus of academic discussions as the innovative potential of regions in Bulgaria is being determined. The aim of the present work is to identify innovative practices in one of the leading thematic areas – “Healthy living industry and biotechnologies” during the period of 2014-2019 in a selected region. The object of research is the region of Yambol listed in the National Strategy for Smart Specialization in the Republic of Bulgaria as a promising region in the thematic area “Healthy living industry and biotechnologies”. We have applied methods of regional economic analysis based on objective statistical data. Regional analysis has been complemented with a survey to reflect the subjective viewpoint of stakeholder representatives. The survey and the analysis of the collected information prove the presence of potential in the region of Yambol for expanding organic production in the food industry and generating “green energy” in the energetics sector.