Customer Experience as Strategy: How We Build Trust Through the Optimeal Ecosystem

The national journalism competition Spivprostir, focused on responsible attitudes toward animals, is returning for its third year. This time, the spotlight is on supporting regional media. The total prize fund is UAH 100,000, to be distributed among the winners.

The Save Pets of Ukraine initiative has changed its name and will now operate under a single brand — U-Hearts (NGO “U-Hearts Ukraine”).

This step is a natural continuation of its growth. In Ukraine, the project was known as Save Pets of Ukraine, while abroad it operated as U-Hearts Foundation — a charity organization that mobilized international aid for Ukrainian animals.

“We didn’t create the B2B portal for the sake of technology. We created it for people. So that every client feels in control, has everything at their fingertips, and always knows what’s going on. It’s about convenience — and trust, built day by day through the details,” said Eduard Babenko, Strategic Business Unit Director, Ukraine, Moldova, Asia at Kormotech, during the FMCG Future Focus 2025 conference hosted by SoftServe Business Systems.

Activism is, above all, about speaking up for what matters. Businesses often become ambassadors of activism because they have additional platforms and communication channels that can amplify civic voices and draw attention to issues that need attention.

Optimeal, a super-premium pet food brand by Kormotech, has received one of the world’s most respected accolades in design and creativity — the Red Dot Award — for a video campaign that impressed the international jury with its emotional power.