The Organic Revolution: How Organic Milk Creates New Standards and Tastes

LLC "Organic Milk" in Ukraine for the past 10 years has been a symbol of quality and a careful approach to the production of organic products. The Ukrainian brand wins the trust of consumers not only as an organic product, but also as a symbol of responsible choice and careful attitude to health. This company has become a leader in the field of organic production, offering a wide range of high-quality organic dairy products.

The company's director, Olena Stretovych, talks about the challenges that every organic producer faces, as well as complications due to wartime circumstances and economic difficulties. Despite this, the Organic Milk company expands exports to EU countries and actively works in the domestic market.

Olena Stretovych, director of the Organic Milk company, changed her professional field more than 12 years ago. Having started her career in the banking sector, Olena changed her life after one of the clients told her about organic farming. The client's passionate speech aroused such intense interest in her that the philosophy of "organic production" became part of her position in life. Yes, this episode inspired Olena to make a decision to change her life path and devote herself to the production of organic products.

Organic Milk is a symbol of sustainable development in caring for the quality of organic production, the company maintains leadership in the volume of sales of Ukrainian organic products. The main principle is to create high-quality organic milk, which is transformed into a variety of products that meet the high standards of organic production. All stages of production are under the control of Organic Standard and meet the requirements of international and Ukrainian standards of organic production. The company is especially proud of the certification according to the requirements of Ukrainian legislation in the field of organic production, circulation and labeling of organic products, which is successful and one of the first in Ukraine:

The company's symbolism, embodied in their marking - a circle, symbolizes the concept of a full production cycle. Thanks to the large areas of agricultural land and modern technologies, the company provides the appropriate raw materials for the production of:

- We grow organic fodder, take care of the welfare of livestock and produce finished products, controlling all stages of this process. This provides us with an excellent result. And it is this circle that symbolizes our closed cycle of production.

Moreover, the uniqueness of the factory lies in the fact that it was originally built as a factory for the production of organic milk, and its facilities produce exclusively organic products, there are not many similar factories in the world:

- During our research in Europe, we did not come across factories that would specialize exclusively in organic products. Usually these are factories that produce dairy products, and only part of the products are organic. We have built a factory that works exclusively with organic products," - Olena says.

- I will give several examples. For example, Americans treat organic production as a way to save the planet. They are willing to pay much more for organic products, because it is a conscious decision by consumers to save the planet, soils, etc. The Europeans, especially the Swiss, carry the same message. As for me, I also share this attitude. In Ukrainian realities, for me, organic food is also healthy food. I am very concerned about the health of our children and the general health of the nation, because without a healthy nation there is no future. Therefore, my focus is children's immunity, and for me organics are one of the tools that you can trust. Therefore, I spread this message and try to call everyone and everywhere to invest in the health of their children.

The Organic Milk company feels a real responsibility to a diverse audience and actively works to support consumers. Their audience ranges from "students to retirees" and they aim to meet the needs of each of them by offering relevant organic products:

- As a business leader, I was interested in the question: who are our consumers and how can we attract them to our audience. Despite our attempts and ordering research from specialized companies, we have not been able to clearly define a narrow target audience. It is diverse — from 15-year-old teenagers to 70-year-old pensioners. There are numerous examples where it is children who buy our organic yogurt, even at a higher price, without parental intervention. There are also many grandmothers who come to the store and choose our butter.

- Moreover, we are open to everyone: any organization, company or consumer can visit us. We provide free tours of our factory for pupils, students and children. This is a free opportunity to see and familiarize yourself with how we work, - says Olena.

- When we opened the factory, we decided that our task would be the production of milk, kefir, sour cream and butter. Every year, we constantly increase the range of our organic products, and we do not stop there. For example, this year we are planning to launch organic condensed milk, children's organic cheeses in chocolate glaze, and this will be another innovation in the market.

The relentless desire to create the best organic products and the constant expansion of the range comes at a price, as organic production requires more effort and is associated with a number of challenges that must be overcome almost every day:

- One of the main challenges in the production of organic products was finding the right people who believed in this cause and were ready to accept this approach. Finding specialists for this process, as well as its organization, was a difficult task, because it was not just extracting milk and processing it, but also required conviction in the high quality of organic feed and its effect on the taste of the products. We produce organic products without any additives, preserving as much as possible all the beneficial components of milk thanks to control at every stage of production, from the beginning to the final result. Our plant has created a complete chain from the beginning of obtaining organic whole chilled extra grade milk to the production of the finished product. Thus, we ensure high quality and safety at all stages.

Olena Stretovych also points out that the company had a number of challenges due to the full-scale war, including a decrease in the number of target consumers due to population migration, the closure of export markets to the Persian Gulf countries and increased production costs. This led to higher prices due to reduced margins. However, the company maintains economic stability and actively develops export potential to EU countries.

- Previously, we exported our products, including the United Arab Emirates. However, we are currently facing export restrictions due to closed borders and seas, as well as rising logistics costs in connection with the supply to the Persian Gulf countries via European countries. At the moment, we are actively studying the European market, participating in exhibitions. Entering the EU market was extremely difficult, but thanks to the search for partners, visiting exhibitions and hard work, we have already signed four contracts in Europe and are gradually expanding exports, in particular, we plan to resume our deliveries to the UAE.

Organic production continues to develop and overcome challenges, with the aim of providing consumers with high quality products and promoting a healthy lifestyle.

- I wish all our producers to remain sincere to themselves and to consumers. While producing products, imagine that your loved ones and children will consume them. Try to make it as safe and useful as possible.

I also wish manufacturers to overcome this difficult period, achieve victory and rise together with our entire economy.

Watch the full version of the interview on the Organic Standard YouTube channel:

Project #BravеOrganicInUkraine is in cooperation with Organic Standard (Ukrainian Certified authority carrying out the inspection and certification of organic production). And with media support of Organic.Info.

The material is available in Ukrainian and German languages.