Rostyslav Vovk at the “International GR” Intensive: On Trust, New Markets, and the Role of Business in Global Change

Rostyslav shared how Kormotech evolved from a local pet food producer to a global player present in over 50 countries. His talk focused on adapting to new markets, building trust through partnerships, and the strategic role of government relations.

“Every country is a separate business model. Growing globally isn’t about applying one-size-fits-all solutions – it’s about learning, adapting, and earning trust from scratch in every market. What works in Ukraine may not work in Romania,” said Rostyslav.

He highlighted Kormotech’s expansion into Lithuania, where the company invested €60 million and became one of the country's top investors. This case shows how synergy between business, government, and diplomacy can create a stable environment for scaling and bring real value to local economies.

Rostyslav also emphasized the importance of export platforms, industry associations, and diplomatic support. For example, Nazovni helped Kormotech enter new markets. At the same time, international expos such as PLMA in Amsterdam and Canada’s Pet Trade Expo facilitated global collaboration, with support from the Ukrainian Export Alliance and the Embassy of Ukraine in Canada.

He also underscored the value of alliances such as the Union of Ukrainian Entrepreneurs, which foster trust and sustained dialogue – significant for businesses operating across multiple countries.

“Business needs a collective voice when engaging with government. No company, no matter how large, can shape the environment alone,” he concluded.