HOW THE WAR CHANGED ATTITUDES TOWARDS UKRAINIAN GOODS?

           Somewhere in the early 2000s, among Ukrainian entrepreneurs, you could hear: "If you want to ruin a deal, write 'Made in Ukraine'." Sadly, those were the realities of the time! Made in Ukraine, in our understanding, was synonymous with low quality, and most of us tried to avoid this labeling or indicate the origin of goods in small print.

           Perhaps this applies not to all categories of goods. But, for example, my company PET Technologies manufactures complex equipment for producing PET bottles. No matter how high-quality it was, 15-20 years ago, Ukraine was not positioned in the global market as a manufacturer of high-quality products in the field of engineering.

           When in 2009 we planned to enter the European market, I deliberately registered the company in Austria to have a European registration, hence the right to write "Designed in Europe." At that time, it was a matter of survival.

           I came up with an attractive legend: an Austrian company found a leader in machine production in Ukraine and placed its production there. "Unique Austrian technologies embodied in a modern unique enterprise under the sensitive leadership of Austrian engineers."

           Gradually, as Ukrainian companies expanded into the global market and consumers became acquainted with our products, the attitude towards them in the world changed - it became fairer. But the truly revolutionary change occurred in the first year of the war. And the key role in this was not played by quality (one alone, as we see from our experience, is not enough), but by perception and fashion.

           In the eyes of foreign clients, Ukrainian companies that continue to work under missiles fire and fulfill their obligations are true daredevils and reliable partners. Made in Ukraine has become not only a sign of reliability but also fashionable in the world and a matter of pride for manufacturers. We try to emphasize the Ukrainian origin of our products in every possible way.

           In February 2023, on the anniversary of the Russian invasion, I made the decision to label all the products of our company as "Made in Brave Ukraine". This decision was motivated by a large and complex order from a client in Saudi Arabia, which we began to fulfill on February 24, 2023.

           I thought: it has been a year of war already, and existing clients are not seeking alternatives from us. Moreover, new clients are emerging. This means they trust us and believe in us. "Do you really work?" - another client from Latin America asked in surprise when we installed cameras in the workshops, allowing clients to observe the equipment creation process in real-time.

           I confess that the idea of labeling "Made in Brave Ukraine" does not belong to me, but to my friend - the founder of COLLAR Company, Yuriy Synytsia. His company has been producing goods for pets for over twenty years.

           While implementing the development strategy in foreign markets, COLLAR managers tried for several years to establish cooperation with the largest pet store network in Europe, Fressnapf. For a manufacturer from any corner of the world, entering this network is like hitting the jackpot. However, all attempts were in vain - no response to letters or calls.

           Such an attitude is not only from Fressnapf. According to Yuriy, before the war, his company participated in eight American exhibitions, during which potential partners often seriously asked where Ukraine was and whether it might be part of Russia. Some didn't even realize that it's in Europe.

           In 2022, a few months after the invasion, Yuri spoke at a specialized conference in Italy. After his speech, a top manager from Fressnapf approached him with the words, "Perhaps it's time for us to start cooperating." All export products from COLLAR are labeled Made in Brave Ukraine. "Previously, 'made in Ukraine' was written in small letters. Now we have significantly enlarged the inscription and placed it prominently with the Ukrainian flag," says Yuri. According to him, it's difficult to quantify the financial impact, but it definitely influenced the mood in the company and significantly boosted employee motivation.

           Similar words I heard from Natali, the owner of a well-known Swiss cosmetics brand sold in over 50 countries worldwide, the largest of which is the United States. The production facilities of her company are located in Switzerland, with the laboratory in Germany, so it's impossible to indicate Ukrainian origin for the cosmetics. However, she took a different approach - wherever appropriate, she emphasizes that the founder of the company is Ukrainian.

           What's new here? Natali confesses: previously, she tried not to advertise her origin unnecessarily, listening to advice from marketing and advertising agencies - supposedly, women from Eastern Europe are not highly regarded in American business, and no one will take your product seriously. For almost two years now, she proudly talks about her Ukrainian origin. And it doesn't harm sales. Rather, on the contrary. "The main thing is that it energetically supports me a lot!" Natali says.

           Not without an alternative view. A familiar businessman, the founder of a company that sells educational courses in many countries around the world, is convinced: if Ukrainian branding is possible and sometimes even practically advantageous for goods, then in the service market, it is ineffective and even harmful.

           "European, especially Western European, consumers don't want to buy services from Ukrainians," says the entrepreneur. "In Poland, we initially hired Ukrainians who have long lived in the country and speak the language well for sales manager positions. But as soon as the Poles hear the accent, they refuse to buy. They ask for a Pole to call them, then they'll consider it." A similar situation occurs in the United Kingdom.

           Situations vary, as does experience. However, I am convinced that the trend of Made in Brave Ukraine will gain momentum more actively as time goes on. The world is getting acquainted with Ukraine, with the quality of its products, the perseverance, and talent of those who produce these products.

           In any case, we are not associated with countries that flood store shelves with low-quality disposable goods. This is just the beginning of a new path, with new positioning, self-perception, business, and product acceptance. And for a start, it's not bad at all.