Ukrainian Berries Look into the Global Market 

At ProFound – Advisers In Development, we recently concluded a Market Orientation Mission with ten Ukrainian producers of frozen berries. Together with the UBA Ukrainian Berries Association (UBA), the Entrepreneurship and Export Promotion Office (Ukraine), and Organic Initiative, we explored the Dutch market and the wider potential of international trade. 

With the support of SIPPO Ukraine, UNIDO Brussels Office, Research Institute of Organic Agriculture FiBL, GQSP Ukraine, and SECO, the programme included a visit to the PLMA – Private Label Manufacturers Association Trade Fair in Amsterdam and a series of direct meetings with Dutch traders, manufacturers, processors, and breeders. These encounters opened the door to new business ideas, contacts, and market knowledge. 

Connecting Markets, Strengthening Strategy 

Ukrainian producers are actively looking for ways to navigate export challenges. Agriculture, and frozen fruit in particular, is a clear path forward. Berries, apples, and cherries form a strong part of the country’s export potential. The global demand for frozen over fresh is growing, and the Netherlands remains a key hub for trade and processing. 

As participant Anton Dovganuk shared: 

“Frozen is becoming more demanded than fresh. Worldwide interest in berries and fruits is rising, and the Netherlands is one of the key hubs for this trade.” 

The PLMA Forum offered a direct space for business development. Some participants found new partners. Others explored product trends or discussed packaging requirements. Everyone had a takeaway to build on. 

What This Mission Offered 

This was not only about exposure to market players. Participants learned how to: 

• Work with private label business models 
• Navigate European requirements for certification and traceability 
• Understand trends in regenerative agriculture 
• Improve readiness to meet buyer expectations 

As Anton shared: 

“These trips help us understand the global market; what private label means, what certifications are needed, and how to think more strategically about agriculture.”