Petro Volodymyrovych Rud,
the president of the company

Every year carries certain changes, which need quick adaptation. 2008 was rich on events and the world crisis became the main of them. Many Ukrainian enterprises experienced real difficulties, so our main aim is to develop anti-crisis actions, which will allow to pass through macroeconomic troubles and get ready to the new stage of development. After all, crises have a cyclic nature.

Petro Volodymyrovych Rud, the president of our enterprise, states that crisis is a ground for optimization and offer of new ideas, which will allow passing through difficult times and will make a base for further development. Consolidated result-oriented team work becomes the main point.

— Petro Volodymyrovych, you are the president of “Rud” Company, the leader of the Ukrainian ice-cream market, so what is your vision on the future of the ice-cream market?

— In my opinion, 2009 will become the year of further market consolidation. All leaders of the field should take the anti-crisis measures for the fortification of its market positions. Small companies will wind down their business, but big players will develop the strategies of further development. The key is to improve the culture of ice-cream consumption. All market players must take care of such culture, because the buyer has a lot of alternatives, so it is necessary to struggle for consumer in ice-cream segment. Manufacturers of substitute products were aggressive even in the pre-crisis period, so in the period of “struggle for customer’s purse” such situation will just worsen. Ice-cream producers together with distributors lead the constant war for the customer and it will become even more desperate. But we got accustomed to fight and win!

Also 2009 will show the results of implementation of the new Ukrainian State Standard. Its introduction helped to separate dishonest producers from those, who put quality on the first place. Unfortunately, in our field only our enterprise and several other producers work according to the requirements of State Standard.

— Have you experienced any changes in the internal environment of enterprise?

— We work constantly on the development of the production. This deals with technical and technological spheres. 2008 became a year of large-scale realignment, production re-equipment and construction of new storages. Indeed, this year was “constructive-building”: that is the montage and introduction of new, more powerful lines, reconstruction and building of new storage, welfare and craft premises and also the improvement of existing equipment.

The renovation of productive capacity and work with personnel allows reaching the settled goals even in critical conditions. Our people know how to work and they always try to improve their working skills.

Today the key is to save the obtained achievements and to unite the team. I don’t want to reiterate, but I must mention that people are the main asset of the business, its driving force.

— Petro Volodymyrovych, it is impossible to do business without innovations in such times. What measures are taken in this direction?

— Innovations are our competitive advantage and it is impossible to exist without them in the nowadays market conditions, leave alone the development. Our innovations concern the product itself, the process of production and its realization. We study the experience of successful companies, think of ways of its implementation in order to use its best achievements and at the same time save our own production and realization traditions. We have real professionals: highly skilled technologists, marketing specialists, managers, who are experts in innovations. In close cooperation they generate original ideas and put them into practice. Herewith, they constantly study Ukrainian and foreign market, conduct degustations and experiment. All this work is done for the development of enterprise and preservation of # 1 status on the market.

Special thanks to our partners, who always respond on our offers, with whom we realize our common projects.

At the international exhibition
“World of Ice-cream and Cold 2008”

— Many ice-cream producers deepen into business diversification, considering it as a solution in a difficult situation on the ice-cream market, which is conditioned by market and seasonal factors. What is your attitude to diversification?

— This world practice is absolutely expedient for ice-cream producers. That’s not only ice-cream in the business portfolio of our trademark, but also powdered skim milk, butter, frozen vegetables, candied curds, dairy products.

Market of frozen vegetables is only in the state of developing nowadays. It has a brilliant future, but there are also a lot of problems, which we are to overcome. First of all, this is the culture of consumption of these products, which needs upbringing. This year our specialists have developed a recipe book, which will make its contribution in the upbringing of frozen vegetables and fruits consumption culture.

We know that all our partners consider the frozen vegetables and mixes as a strategic product, which will increase their profits and help to overcome the seasonal factor. So, we will develop this direction hereinafter

— A strong team spirit is the guarantee to future success of each company. So, tell us please, how do you manage to unite the staff?

— I always treated, treat and will treat all our employees with respect, regardless of the occupied position: top manger or simple worker. It is necessary to value employees’ conation to self-realization and development, to notice their competence and honesty in work, to respect them as specialists and personalities. The absence of problems is impossible, so the key is to determine and overcome them in time. Such skill will prove useful in modern conditions. The main point is to remember that we are the crew, which can overcome all difficulties and receive perfect results. To my mind, impossible is nothing and the key point is to set goals and achieve them together with the team!

— Modern distribution means strong partner’s relations, which allow development to the producer, as well as to the companies, who sell and promote the product on market. How can you evaluate the work of your partners in 2008?

— Our distributors have great experience, which contribute to the development of national distribution. Partners of “Rud” trademark are well informed in the market situation and they are capable of taking the better managerial decision. Our partner’s group is a team of like-minded persons. I want to thank all our distributors for effective work. There is best practice for the next year. The main thing is to understand that united we can get over all troubles and rivals.

P.V.  Rud with the delegation from Belarus

— Petro Volodymyrovych, how can you evaluate the work of the company in 2008? Have you reached the aims, which were settled at the beginning of the year?

— In 2008 all employees worked with total efficiency. But I want to outline the work of craftsmen, technical workers, auxiliary service workers, drivers… These people have done everything possible for our enterprise to bear the name of “Ice-cream №1” in Ukraine. Top managers, medium-level managers and all other specialists have also worked well, regardless of difficult market conditions. I’m grateful and respect each of you.

— What are your plans and projects for the next year?

— First of all, that is the development of the production sphere, promotion of all directions of our assortment lines on the Ukrainian market, keeping in touch with our distributors. We will do everything to remain the company-producer of “Ice-cream №1” in Ukraine, which will satisfy all tastes and needs of our consumers.

I wish you good health, happiness, energy, inspiration faith, hope and love!

Happy New Year and merry Christmas!