For Ukrainian enterprises, entering international markets is more than just a matter of boosting exports — it’s a transformational journey. New markets demand agility, courage, adaptation, and a firm grasp of global trends. For some, it is a path to recovery after crisis; for others, it is an opportunity to carve out an entirely new niche. Yet all who embark on this journey encounter the same set of challenges: identifying trustworthy partners, meeting stringent market requirements, and presenting their products effectively.
It is precisely for this reason that the European Union, through the EU4Business programme, supports small and medium-sized enterprises in Ukraine — helping them uncover opportunities where none seemed to exist. Two Ukrainian companies, Shchedra Nyva and Komo-Export, have taken this path and demonstrated that Ukrainian goods can indeed compete on the world stage.
Ukrainian Canned Goods: Earning Consumer Trust Abroad
For Shchedra Nyva, a producer of canned vegetables, the central challenge has always been visibility abroad. Peas and sweetcorn are ubiquitous on European supermarket shelves — but why should a buyer choose a Ukrainian brand?
Although the company had long exported to Italy and Hungary, it decided to take the next step: expand its reach and seek out new distributors. This led the Shchedra Nyva team to SIAL Paris 2024 — one of the world’s leading international food trade fairs.
Their first in-person meetings with potential partners revealed that product quality alone wasn’t enough; presentation was key. Buyers wanted to know about labelling standards, minimum order quantities, and private-label options. Most importantly, they needed reassurance that a Ukrainian supplier could deliver reliably and without interruption.
“European buyers increasingly value quality, natural ingredients, and transparency in production — and that’s exactly what we can offer,” the company explained.
Following the exhibition, Shchedra Nyva secured 100 new business contacts. Preliminary agreements have been made to supply products to the UK, France, and Israel. The company has also been invited to participate in a tender for a major German supermarket chain — a potential breakthrough for entering the German market.
Bringing Ukrainian Cheese Back to International Markets
While Shchedra Nyva was expanding into new territories, Komo-Export was focused on reclaiming familiar ground. The company has been exporting cheese to Europe for over eight years, but the war in Ukraine forced a rethink of its export strategy. Restoring deliveries to Israel became a top priority.
At SIAL Paris 2024, Komo-Export introduced a new line of processed cheese in tubes — a product already available in Latvia and Norway. But to reach new markets, the company first needed to understand its partners’ requirements.
Over the course of 40 meetings in just a few days, it became clear: partners were open to cooperation, provided the products met their standards. The most pressing questions concerned Latin-script labelling, packaging adaptation, and the flexibility to tailor recipes to local tastes.
“To get a client to buy, significant effort is required. The first step is to adapt product labelling. For example, Latin-script labels are a non-negotiable requirement for most markets,” explained Yurii Shablienko, Export Director at Komo-Export.
The company left the fair with concrete agreements to resume exports to Israel, and dozens of promising new contacts in Norway and the UK. Talks are already underway to expand into these markets.
How the EU Provides Support
The success of both companies was made possible thanks to the EU4Business initiative, which helps Ukrainian producers enter global markets. With its support, the Ukrainian pavilion at SIAL Paris 2024 attracted over 300 international buyers, allowing firms to engage directly with prospective partners.
“EU4Business opens the door to European markets for Ukrainian producers. It’s important to show international buyers that Ukrainian companies offer not just competitive pricing — but above all, quality and reliability,” said Dmytro Fihun, Marketing Director at Shchedra Nyva.
This support goes far beyond simply organising trade fair participation. It enables companies to scale confidently, adapt to international standards, and position themselves as serious players on the global stage.
Next Steps: Scaling Up and Securing New Contracts
Shchedra Nyva and Komo-Export are now working to consolidate their progress and grow their exports further. Both are preparing for participation in Anuga 2025 and Private Label Amsterdam, reviewing packaging, and readying production for increased volumes.
SIAL Paris 2024 proved that Ukrainian companies can do more than just survive — they can build thriving global businesses. All it takes is a quality product, a smart strategy, and access to international opportunities. And this is precisely where the EU is helping Ukrainian producers take the lead.
