How the Ukrainian brand Club 4 Paws became one of the top three most recognized pet food brands in Lithuania — Kormotech’s transformation story

We’re excited to share some great news: our media project focused on responsible treatment of animals, Spivprostir, has won at the "Responsible Country 3.0" Social Initiatives Contest, organized by MMR (Marketing Media Review) — a Ukrainian business and marketing media outlet covering trends in communications, sustainability, and social responsibility.

Today, many companies talk about corporate governance. But how can you tell when it truly works, and isn’t just a polished slide in a presentation? What hidden challenges might arise along the way? And most importantly, when is the right moment to start sharing decision-making power?

This is a story of how an ambitious goal turned into a scalable strategy. It’s also about how a Ukrainian brand can compete on equal terms with global players in the European market.

At the Business Wisdom Summit—Ukraine’s leading business event of the year that brought together entrepreneurs, top managers, and industry experts—Vasyl Yatsyshyn, Director of Mass-Market Brands at Kormotech, shared the story behind Club 4 Paws' rise.

Optimeal, a leading European dog and cat food brand by Kormotech, introduced its new functional wet cat food pouches at Global Pet Expo 2025, held at the Orange County Convention Center in Orlando, Florida. 

On April 10, 2025, the National Philharmonic of Ukraine hosted the official awards ceremony for the prestigious EY Entrepreneur of the Year™ competition. Rostyslav Vovk, CEO and co-owner of Kormotech, was named the winner in the “Expansion Leader” category.