Expert Explains How Ukraine’s Apple Business Is Evolving

«Fruit Attraction is an exhibition that absolutely everyone involved in the fruit supply chain within international trade should attend. The days when you could simply stand at your exhibition stand and wait for buyers are over. When we were just entering the global market, there was considerable interest in Ukraine, and it was possible to establish 100–200 contacts at a single exhibition,» international trading expert Volodymyr Hurzhii told AgroPortal.ua.

Ukrainian producers are now well known in many countries around the world. Therefore, participating in exhibitions is now more about marketing: «There are plenty of buyers, and finding a buyer is no longer the main priority, as all functions within the supply chain have already been distributed.»

This year, fewer Ukrainian representatives attended fruit exhibitions, particularly among apple companies. This is because the main task for businesses at present is to survive.

The number of complaints from foreign buyers is decreasing, as Ukrainian suppliers understand that it is better not to export apples that do not meet the required grade, but to sell them locally instead.

«Suppliers have realised that it is more profitable to improve the quality of their work on sorting lines. It is better to separate lower-grade apples and receive at least some money for them locally rather than suffer losses and damage their reputation. This is already strategic thinking,» Volodymyr Hurzhii explained.

Svitlana Tsybulska, AgroPortal.ua