In Soviet times, there was a good tradition for the companies to take orphanages, boarding schools and separate individuals who needed help under patronage. Last decade perturbations in the Ukrainian society as a whole and in business in particular often left little room for charity.

Now the attitude towards charity, sponsorship and philanthropy is changing. The concept of corporate responsibility is rather new in the Ukrainian business environment. Working under turbulent conditions of new transformations in Ukraine, it is very difficult to achieve economic stability which would allow to allocate funds for charity. It should be noted that Ukraine has its own path of charity development, which is based on the combination of European and American practices. Thus, in Ukraine there are many companies that participate in the charity movement in various ways.

Considering the possibility to provide assistance, the most important factors are the sense of corporate responsibility and intentions to improve the corporate image and corporate compliance goals. Rud’ Company and personally Rud’ Petro Volodymyrovych participate in various charity events. Management of PSC “Zhytomyr Butter Plant” strives to overcome the social problems (social support for vulnerable people: orphaned children and elderly people), to improve the financial condition of health institutions (purchasing of medical equipment), participates in spiritual, cultural, educational, sports projects. Rud’ P.V. notes that it is necessary “to show positive examples that will be followed by others, while the charity is an act of great spiritual purity”.

Most of the target aid of Rud’ company is contributed in the form of financial allocations, but a significant part of charity, constitute products and services. Consumers of Rud’ ice- cream brand have already got familiar with the charity mark on “100% Ice Cream”. Five copecs of every portion price are assigned to help children's institutions.

Among the main beneficiaries are: Association for Disabled Children, the Charity Fund “Children of Chernobyl”, the Regional Orphanage, the Regional Children's Hospital, Foundation "Warm a Child with Love”, the Boarding School. The company is going to continue its participation in the charity movement. At the moment local and regional social projects, designed to support the budget institutions (hospitals, schools, orphanages, kindergartens, playgrounds), pensioners and the disabled are being actively implemented.