“Success comes to those, who are not afraid to act. Only when you pass the tough way of tests, victories and errors, it is possible to reach the goals set”, — this is the opinion of the Director General of the “Rud” company — Vivsik Sergiy Ananiyovich. He is a young, ambitious, decent, and purposeful leader, who for almost five years of the inspired work has passed the way from Deputy of the Commercial Director to the Director General. He is a bold and determined person, who considers that for development and achievement of the results, one needs to love what you are occupied with and know how to risk, but, at the same time, he underlines that the “risk must be weighed with possibilities”. By his enthusiasm and energy, he inspires everyone to new accomplishments and achievements.

— Sergiy Ananiyovich, the changes in the organizational structure of the enterprise took place almost a year ago and You were given the position of the Director General. If we could make a cut “today and now” what have You succeed to do for this period of time?

— I understood that the position of the Director General was very responsible, in fact the quick-changing market environment and many-sided internal environment of the enterprise are always afoot. Consequently, you have to be well-informed about all the changes all the time, in order to make weighed managing decisions in time. I consider that we should keep an eye on the joint team, for the strong team is able to reach success even in tough competition and sultry weather conditions. Our collective is indeed a team of like-minded persons.

The season of 2007 was very “hot”, but the collective have managed with the task put by — the biggest volume of production and ice cream's sales for all years of existence — 20 thousand tones. Such result is a titanic work of all services during the preparation to the season, the peak months, and sales of products.

— Certainly, side by side with You was the team that worked for a single result. What kind of restructuring took place in the personnel structure of the company? Did You have changes at the top-management level?

— I estimate the personnel's changes positively, because the efforts indicate on the fact that they were done correctly, and, what is the main, — in proper time. New directors and chiefs of the departments have proven themselves as responsible leaders who are able to take weighed operative decisions independently, work actively over the realization of common strategy of the company. For example, changes in sales subsection allowed optimizing work with different food groups, increasing their sales volumes, improving functioning of the logistic system of the enterprise and cooperation with foreign partners.

— Production is the heart of the enterprise. What was done or changed during this period of time in this direction?

— We constantly direct our efforts to the development and improvement of production. It is related to both technical and technological spheres. ТМ “Rud” plans to increase production. You see the scales of reconstruction and reequipment of building of new storage rooms. We have already launched huge reconstruction which is planned on 2008 on the enterprise, such as: installation and setting into operation of new, more powerful lines, reconstruction and construction of new storage, domestic and workshop rooms, and also, constant perfection of current equipment.

The reequipment of production capacities and work with personnel is giving a chance to reach the goals put by even in critical conditions. Our people are able to work, and, what is main, — they are in constant perfection of professional skills, in creativeness.

In 2007 a tremendous work was carried out in order to start a season in time and with confidence. Technical services have completed a complex work over the repair and renewal of technical equipment and equipment. This season was finished a work over the setting into operation of new, more powerful lines of ice cream production in cups — #9 and #10, and also new helical cubicle to the Comet lines, that have considerably increased the quality and productivity of work. All production workers have worked in one line to a single result.

— Sergiy Ananiyovich, it is impossible without new innovative approaches in our time. What do You apply for the development of the enterprise?

— Innovations are the competitive advantage and without them, in the contemporary terms of market, even existing is impossible, I am not even saying about the development. Our innovations are related to the product itself, as well as to the process of production and sales. We constantly study the experience of successful companies, think, how to use it in order to apply the best achievement and, at the same time, keep our own production and sale traditions. We indeed have real professionals — highly qualified technologists, marketing specialists, managers who are well informed about innovations and, in close cooperation, generate and realize original ideas. At the same time, they constantly investigate Ukrainian and foreign markets, make tasting, experiments.

— Today's situation at the market vastly differs from the one that was few years ago. What is it concerned with? What are the new tendencies on ice cream market?

— The ice cream market has and is still dividing between the key large producers, who actively compete with each other and take up the shares of small ice cream producers. Besides there are the substantial changes in the sales system — the share of sold products is increasing in the supermarkets“ networks. Especially, it is related to the so called ”family“ group of ice cream, whose volumes of sales are increasing from year to year.

— The ice cream market now experiences the period of stagnation. How do You evaluate it and what, in Your opinion, will happen in the nearest future?

— Positions of strong producers will become stronger and, small players of ice cream market will be forced to leave it. The need in improvement of culture of ice cream consumption is the main one now, and every market player must take care of it, in fact the buyer now has so many alternatives, that you need to fight for the consumers“ holding on such product as ice cream. Europeans and Americans consume far more ice cream, they got used to it as to the main dessert, and even candies for Americans have less interest, than ”cold sweets“.

— Sergiy Ananiyovich, the most of ice cream producers more and more understand that diversification of business is the best way out from difficult situations in the ice cream market, which is caused by both external factors and “seasonality” and problems with raw materials. Tell us about a new segment of products in Your food portfolio.

— I can not name it absolutely new, in fact we are engaged in vegetable “freezing” for almost 2 years, we have carried out huge work on introduction of this course of activity. Our professionals have independently developed the brand “Chief-Cook”, prepared the models of packing, formed an assortment line and took up active promotion of the new product. During the last year we have realized two large TV-projects, promo-campaigns in national networks, and, this — is only a beginning. We hope that all our partners examine the frozen vegetables and mixtures as the strategic product, which will increase their incomes and will help to cope with “seasonality” of sales.

— Is there any similarity between production and sales of ice cream and frozen vegetables and what are the differences in work with the given products?

— Both products are related to the market of “cold”. But an ice cream is the most favorite dessert group known to all consumers“ levels. As for the frozen vegetables, these products are aimed at preparation of main courses. Vegetable frost market is only developing; it has a great future, but there is also a plenty of problems which we have to overcome. Even consumption culture is a big problem for all players of this market — we must teach consumers to consumption, showing what kinds of dishes they can prepare, what consumer advantages have the frozen vegetables. One should not forget about competitors, who already are present at this market and will emerge — consumers must have information about the advantages of our very products, increase the recognizability of our very brand, educate in loyalty to them.

— Sergiy Ananiyovich, I think that You would agree with the fact that, in life, as well as in business, along with victories, achievements, gains sometimes raise up errors, problems, difficulties. It is impossible to shun them. People are saying not without purpose that “the one, who does not make any mistakes, is the one who does nothing”. But, nevertheless, how do You manage with those messes that occur in Your way?

— Problems do exist always, the main thing is to find them out and overcome them in good time. I suppose if you find primary cause of any problem in proper time, it is possible to avoid the avalanche of problems-consequences. This is an ability that will serve for modern business always. You must weigh any decision, consult with professionals, and come to the consensus.

— Business can not be separated from such concepts, as “purposefulness, honesty, ambition, fidelity to principle…” What are the core principles in business You are consistent with?

— My core principles in business and in life are honesty and fidelity to principle. I was raised this way. I think my folk, friends, colleagues can prove it. I consider that everybody in the process of his life is developing as personality, acquires new knowledge, but this development should be cultivated inside constantly — a person must not stop on the reached goals. I greet such characteristics in all people, whom I deal with in business. The world is indeed many-sided — therefore we have the whole life to grasp this many-sided nature.

— And, finally, Sergiy Ananiyovich, what are Your plans and projects for future?

— Large, and they are already beginning to be implemented ...