After the closure of the Russian market, Milkiland determined priority markets of the European Union, the Middle East and China. CEO of the company Anatoly Yurkevich said it in an interview with “Business.”
“We see a very simple way out of this situation: work in the domestic market, beginning to develop and manufacture products for new markets and try to enter them”, – he said.
According to him, the main problem of enter new markets is that Milkiland produces mainly b2c products (finished products to the final consumer), so the company must take into account the traditional taste preferences of each country.
“For example, cheese should be much saltier and drier for the Arab than for Ukrainians or Russians. China practically has no the tradition of cheese consumption, and consumer tastes look very exotic for us. And vice versa: the taste that we perceive as a creamy, soft and balanced, the Chinese consider exotic “, – says Anatoly Yurkevich.
Meanwhile, he notes that Milkiland decided to work in the European market niche in the premium segment.
“We have just started to enter the Europe. There is a Ukrainian diaspora which is willing to buy our products such as they are. At the same time we would like to propose them such products which they accustomed. In smaller quantities we produce such products, but to increase sales will require significant marketing efforts “, – he said.
At the same time, says Yurkevich, the company has decided to operate in the European market niche in the premium segment, as the mass market makes it impossible to recoup the cost of credit resources.
Milkiland is the Ukrainian company, which unites several enterprises of the dairy industry of Eastern Europe with a total annual volume of milk processing more than 1 million tonnes. Products manufactured under the trademarks “Dobryana” (Ukraine), “Kolyada” (Ukraine), “Ostrowia” (Poland), “Milkiland” (international brand).
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