How do you build a family business that lasts for a century? Rostyslav Vovk on the Vyshcha Liha podcast

Competition is becoming increasingly intense. On one side, there are global corporations. On the other hand, there are young companies that make decisions quickly and are not afraid to take risks. In this environment, those who keep changing come out ahead. They test new categories, launch products, rethink familiar approaches, and never stop moving forward.

For Kormotech, growth begins with understanding the value the company creates.

“We build brands. We do not simply manufacture products,” Rostyslav says.

In the pet food business, this value always has two sides:

“We have two customers: the person who buys the product and the animal who eats it. Our job is to make it right for both.”

Another key topic is how to pass a family business on to the next generation while reducing risks for the company. According to Rostyslav, a family council plays an important role. It helps owners align around a shared vision, define long-term priorities, and gradually involve their children in understanding the business.

“Introducing a family council helps reduce risks. Only 60% of family businesses survive into the second generation, and no more than 5% make it to the third. I can talk about Kormotech with real passion because I was involved in creating it. Our children do not fully understand that experience. That is why we have been talking to them about the business for years. Every quarter, we share updates, show them the actual financial results, and explain where the company is heading and what challenges it faces.”

This does not mean that the next generation must take on operational roles. However, they need to understand the company’s values, know its history, and be ready to accept the responsibilities of ownership.

As Rostyslav admits, at some point, you realize: “I am beginning to manage my children’s money.”

From that moment on, strategic decisions can no longer focus solely on today’s results. They must also consider what the business will look like in 20, 50, or 100 years, and what the next generation will inherit.

As CEO, Rostyslav Vovk aims to prove that a Ukrainian company can compete in the top league of global business. As a co-owner of a family company, he wants to build a business that will remain strong for generations to come.

To hear more about how to assess reality with a clear head and rethink ambitious goals, what it means to be responsible for an entire family’s wealth, and where the roles of CEO and owner may come into conflict, watch the full podcast episode on YouTube.