Natalia Fesyun, Director of External Relations in JSC Shostkinsky Miskmolkombinat. A graduate from Kiev State University of Food Technologies. Speciality: Sugar Producing Technology. She worked in Pepsi-Cola Ukraine and Temtreyd Distribyushn. Since 2006 works in JSC Shostkinsky Miskmolkombinat.The first three years she supervised marketing, last two years she is Director of External Communications. Business Education: Master of Business Administration (MBA), Open British University (UK).

Ms. Natalia, has anything changed in the company since the plant joined the international group Bel?

Obviously, lots have changed. European manufacturing philosophy differs from Ukrainian one. Bel Group has certain standards and values observed in different countries. These are ethics, enthusiasm, professionalism, unity, innovation, i. e. the things that are welcome in our company and put in prominent place. They force to unite around priorities. Our goals are ambitious enough.

The company produces unique products with some highlight, which can’t be copied. It may even be the original packaging.

It is very interesting to work for a company that aims at developing brands and innovative products. We seek not just to produce, and to please her customers. Company slogan is: “Giving a smile”. Look at “Happy Cow” brand. Even the name speaks for itself — if “a cow’s happy”, then the soul is become warm and cheerful. Still, this is lyricism. In fact, when we talk about the technical part, the company has its own strategy and is clearly committed to her. It is very important, not only for Ukrainian market. Having become a part of a Bel group, our company has grown to a company that focuses on specific needs. We do not scatter forces and consider our development as a guarantee of achieving the goal.

Your company is focused on developing brands. Tell more about it.

We support the development of brands. Nowadays cheese is associated with a poorly branded product. When we come to the store and see a “graveyard” for cheese in a showcase, it is clear that branding is out of the question. When asked about preferences in cheese consumption, 40% of shoppers name Russiiskyi, Hollandskyi. They sometimes do not even know who the manufacturer of this product is. This is despite the fact that many manufacturers are concerned about this problem now: they care about the trademark, quality, invest funds in it. It is very nice when the consumer can appreciate this quality in taste. Currently, 76% of customers know the brand Shostka, 30% of them are our loyal customers. Notably, we did not lose them even during the crisis. This is another evidence that the branded product which consumer trusts is a high purpose, and every company must seek for it. This is our main focus.

See full version in Milk and Farm Journal, № 2, September, 2010.