Being first on the market: which strategy works in berry farming
Farmer Yuriy Kushnir from Luhansk region, after the start of the war and his forced relocation to Poltava region, not only restored his farm but is also actively developing modern berry production. His approach combines experience, technology and a clear strategy: focusing on quality and staying ahead of the market.
From industry to farming
«Our farm was established back in 2020 in Luhansk region. Before that, I worked as the director of a cinder block plant in Alchevsk. We had modern production, high-quality products and stable cooperation with large retail chains,» Yuriy Kushnir told AgroPortal.ua.
In 2014, he volunteered to join the military. There he met his future wife, who also joined the defense of Ukraine. After their service, the family stayed in the Starobilsk district, where they began a new stage — farming. This marked the beginning of the history of their berry farm, the Strawberry Paradise family farm.
«We studied the market and saw that strawberries were almost not represented in the Starobilsk district. We started with greenhouses. We learned, adopted experience and quite quickly achieved good results,» Yuriy Kushnir continues.
The start of the full-scale invasion in 2022 disrupted all the plans of the farming family. They had already received a grant from USAID but did not have time to implement it. On February 24, shelling began, and Yuriy and his wife once again went to war. Later, the family relocated to Poltava region.
«My wife and I really like it here: the center of Ukraine, convenient logistics — the Kharkiv–Kyiv highway — and good land. We had the soil and water analyzed, and the results were excellent. Here, only those who do not want to work fail to earn money,» the farmer says.
Rapid recovery and a focus on technology
They had to start virtually from scratch: they bought a large greenhouse, built two more, and also have a seedling greenhouse. This year, they plan to install five more greenhouses.
The farmer actively introduces modern technologies, including:
- automatic ventilation;
- humidity and temperature sensors;
- fertigation systems;
- laboratory monitoring of plants.
«I even send plants for analysis to a laboratory in Dnipro in order to detect diseases in time. Today, it is impossible to achieve high-quality results without technology,» Yuriy Kushnir continues.
Strategy: being first on the market
The farm’s main specialization is berry production.
Among the main varieties grown at the Strawberry Paradise family farm are Alba, Vibrant and Malwina.
«We do not have many raspberries yet — about 600 bushes. We grow both summer and remontant varieties. We do not grow remontant strawberries on principle, because on small areas it is economically unprofitable. We see that in Ukraine’s current economic situation, small family farms are the ones with prospects. They can operate with minimal costs, hire 3–5 people, pay taxes and develop. For example, large greenhouses require a lot of electricity. Meanwhile, a small 2 kW generator fully supplies both my house and the business,» Yuriy Kushnir says.
He also adds that they grow vegetables as well, as this provides quick cash turnover.
«We had radishes — very high quality, and although they cost more than in the supermarket, people queued for them. Next come cucumbers and tomatoes. What surprised me about Poltava region is that there is no wholesale agricultural market here. People are forced to transport their products to other cities. This affects farmers’ economics,» he continues.
Why protected cultivation is the future
Yuriy Kushnir is convinced that the future belongs to greenhouse cultivation.
The farmer does not work with retail chains because of unfavorable conditions: low purchase prices and long payment terms. Working directly with customers brings better results. In addition, the quality of the products has already helped build a regular customer base.
The plans include the development of processing: freezing, drying/dehydration, production of jams and fruit leather, and chocolate-covered strawberries.
«Everything that does not pass calibration goes into processing. This provides additional income and minimizes losses,» Yuriy Kushnir notes.
He is also considering cooperation with agricultural educational institutions.
«I want to involve students so that they not only study theory but also work in practice. Perhaps among them will be my future agronomist.»
The farmer is convinced that the future of Ukraine’s agricultural sector belongs to small family farms that focus on quality, technology and flexibility.
«All wars end. This one will end too. The main thing is not to stand still. The best medicine is doing what you love. And that is 100% true,» the entrepreneur says.
«I work for them»
Today, the family is separated by the war: Yuriy Kushnir’s wife and son are at the front.
«I work here so that they can return to a ready-made business. So that they have somewhere to come back to,» the farmer says.
Recently, he won another grant of $5,000. He plans to use these funds to install heating in the greenhouse. He wants it to operate in winter as well.
Tetiana Yarmolenko, AgroPortal.ua
