Exclusive: Ukraine businesses determined to thrive at Sweets & Snacks Expo

The 2023 edition of Sweets & Snacks Expo in the US drew audiences and exhibitors from around the world, including an especially resolute group of Ukraine-based confectionery and snacks companies, as editor Neill Barston discovers in our latest special focus.

“Everyone is shocked that we came from Ukraine – they pray for us, and are so happy to see us,” says Julia Chorna, founder of the Steviasun health foods and confectionery group, explaining her determination to exhibit at this year’s major Chicago industry show.

As she reveals, the business is resolved to continue despite the ensuing chaos of conflict within the Eastern European nation, which is still heavily impacting on international economies 18 months on from its instigation.

Significantly, as she notes, the daily reality of trying to operate an enterprise in her country’s capital of Kyiv is fraught with extreme uncertainty, never knowing from day-to-day when or where a next drone missile from Russian forces might strike.

However, speaking exclusively to Confectionery Production regarding the recent Sweets & Snacks Expo (see our exclusive video review of the recent 2023 event at McCormick place here), the entrepreneur (pictured main image) reveals that she and her colleagues remain resolved to carry on the company and remain based in Ukraine.

“We have no option but to stay in Kyiv. If we do not stay, then our nation will not exist anymore,” she asserts with a sense of pride in her homeland, which continues to endure extreme turbulence. Clearly, the fallout from the conflict is continuing to cause huge disruption to global supply chains and economies, as well as immense human suffering.

As she highlights, the ongoing war has already displaced a total of around six million people from Ukraine, according to UN figures, with the war showing no signs of diminishing.

Critically, the war is reportedly entering an intensified stage, as the country mounts a counter offensive move that it hopes will prove a decisive moment to put an end to the conflict. In addition, as Julia explains talking about her remarkable experiences of the past two years, she reflects that maintaining a sense of resilience amid their all-too-obvious plight remains of vital importance.

Indeed, the chance for her, alongside a small yet bold band of businesses to form a Ukrainian pavilion at this year’s Sweets & Snacks Expo with support from government-linked USAID agency, was one which offers huge personal validation.

“A lot of people have come to see us at the event. They are so open – I had one lady from the US just came up to me, and hugged and kissed me, as did others who realised I was dressed in traditional Ukrainian clothes.

“I have made a lot of contacts, and I think we have three companies that we will try to work with in the US. It is our first time here, and it was my dream to come here – the first time we couldn’t because of covid, then it was the war, and so I would like to say a lot of thanks to USAID who helped us finally be here,” enthuses Julia, who reflects on some of the circumstances of the past 18 months.

Resolute determination
As she reflects, there have been numerous operational challenges during the past year, including being forced to work without proper light for four months during an early phase of the conflict due to power cuts caused by military attacks, which has seen the business lose 65% of its revenue owing to the impact of the continuing war around her.

“Looking back, everyone knew that the war might come one day, but we did not know when, or that it would be so terrible.

“We are in Kyiv, and decided that we would stop working for two months when there was fighting, but after that, we started again as people really enjoyed working for the company.

“But the war came so close in our city, where they were killing everyone who was on the streets, which was unbelievable. We had friends in another area of Kyiv who were in a terrible situation where they waited underground for a month while there was fighting, and we know others who died,” she says of her company, which at its pre-covid peak was employing around 250 people, which is down to around half that under the still highly volatile conditions.

Intriguingly, as she explains, the business was first established for humanitarian reasons by the family 30 years ago out of another major international crisis which unfolded in the region.

It was her mother by Dr V.P Chorna, who initially set the ball rolling in turning her attention to creating stevia extract products developed as an urgent need to assist children suffering from health conditions in the wake of the Chernobyl nuclear disaster in the 1980s.

After extensive research, she was to forge a solution through clinical trials at the Institute of Eco hygiene and Toxicology.

Her work was to be expanded upon by her daughter Julia, who together with her husband went on to develop Steviasun, Pure Delight, focusing on 100% natural sweeteners with health-benefitting properties, including sweets, chocolates, cookies, as well as marshmallows.

“We’ve been working on our business for 20 years now, and before we first started out, people thought we were crazy with what we were doing. But we began with the pharmaceutical market, and then went on to build it to the retail sector.

“This year we haven’t been able to prepare new products, but just before Covid-19, we launched a new chocolate, Pure Delight, which we are now marketing,” explains Julia of the successive setback that would test the resolve of the most hardened of business veterans.

While there appears to be plenty of physical assistance heading their way, the business owner notes that her own faith is playing its part in keeping their resolve high in the face of unprecedented conditions.

“I believe in God and I am just praying all the time. I don’t have any option but to keep going. I have to have my life, I have my two kids, I have to stay here and work and do what we can.

“We are fighting for the things and the life that we used to have before, like getting up to take a taxi in the morning, to have a drink of coffee with people, we would like to have our chocolate, and would like to see our staff every day,” she says of present conditions, which she believes are only serving to make them more resolute in their convictions to staying the course of the conflict.

However, as she relays, the war is placing renewed pressure on one of its most significant ports in the region, Odessa, with the battle for its control hindering exports and imports into the region.

This means core ingredients such as cocoa powder, butter and indeed stevia for many of its ranges is becoming increasingly expensive, placing renewed pressure on traditional supply lines.

But as she notes, there continues to be a huge level of support behind the country’s cause, and on a local level, regional retailers have moved to offer their own support in a bid to keep manufacturing operations afloat in the most testing of conditions.

“For me, being here at the Sweets & Snacks Expo is like a new light,” she says of the National Confectioners Association organised show, as she gestures towards a striking outdoor photo of her daughter looking to the skies that proudly adorns her event stand display poster images.

“Being at this exhibition is like taking new breath. I can see people who are living normal lives, who can sleep well at night. They care about their businesses and dreams and their lives, which is completely different. I want to carry on and make my own dreams come true.”

Shared optimism
Another business part of the Ukrainian delegation this year was Sovarog, specialising in products including granola, cereals (including cocoa balls and flakes), dried fruit, and other grain-based ranges, also expressed its hope for the future.

Michael Skvorchynskyi, of the business, says there’s genuine optimism that it will prevail amid the present challenges that are showing little sign of lessening in the near-to-medium term.

“We said that since the start of the war, we were not going anywhere, and activated all our connections and partners around the world, particularly within the EU. We are extremely grateful to people in the US for the support they have shown, including the humanitarian aid.

We live and remain in Kyiv, and we are expanding our production facilities,” he explains, noting that despite conditions of conflict, the company is continuing to show innovation through exploring new oils and bakery-based lines within its overall portfolio.

Moreover, Ukraine-based biscuit manufacturer, Yarych, also reports delivering a successful showing at this year’s show in Chicago, as the event called in on the city for the final time before moving to new venues from next year.

CEO Tetyana Shermolovych explains that despite the ongoing major challenges of manufacturing amid a warzone, there is a sense of hope on the horizon.

As she explains, the company, which founded 15 years ago, remains committed to its founding cause of supporting around 500 women from rural areas of western Ukraine with manufacturing employment.

She says: “While our area is more safe than other regions, yesterday we had a missile attack and our employees had to go into a shelter. While this does bring losses to the business, the highest priority is the safety of those who work for us.

“We have found USAID very helpful in supporting us paying for our stand at the exhibition, without them I don’t think it would have been possible to have been here.

There’s a big difference between shows in the US and in Europe, and it’s been a nice event that we are very glad to have come here, as it’s a big opportunity for the company. We just need to help our economy to grow, we don’t have any other choice, as we have around five million people having left our country,” adds the CEO, who adds they’ve worked extremely hard to retain its workforce, even in spite of the extreme conditions they continue to operate within.