Ukrainian salsa ”Adjika”conquers American market

Recently, organic adjika produced by the Ukrainian craft company “Stodola” appeared on the shelves of American retail for the first time. The founder of the “Stodola” brand, Yan Ostrovsky, shared in an interview with SEEDS the information about the challenging journey across the ocean and how Ukrainian craft products made their way into foreign retail.

– The news that Ukrainian craft products have conquered American market recently amazed the farming community in Ukraine. How did this happen?

– We sent a test batch of adjika to Chicago. I went there, showed it, and let them try it. Based on the taste and quality, they bought it. Why did they buy it? Because it is simply really good.

It is truly a high-quality and honest product because it is not made from semi-finished ingredients. It is made in-season from fresh peppers. Yes, it is more expensive, but there are customers who specifically need such a product. It is a craft product, and that appeals to the buyer because there is not much like it on the American market.

– Is adjika an atypical product for America?

– In the US, you can buy something similar to adjika, like salsa. But there is no product of the same quality as ours. Usually, manufacturers optimize production. They fill large bags with tomato paste for convenience and then make sauce out of it in winter, depending on demand. And we are talking about significant quantities.

Our adjika is a completely different product, it is more difficult to make, which is why there is less of it. The ingredients for our adjika are only collected in-season and processed immediately. We deliberately use a coarse grind.

Our approach is about the right products. That’s why we work in tandem with customers for whom this is important. Those who appreciate this particular taste.

Currently, we are in negotiations with the retail. All of them are at the stage of coordinating assortment, prices, quantities, and various logistical aspects. We hope that by the end of the year, we will be able to complete all the formalities.

– Can other craft producers from Ukraine find their place abroad?

– They can. The only thing needed is to establish the entire production process so that everything complies with the norms and standards.

All products have their consumers. Pickled products have their consumers, sauces have theirs, juices have their fans. We are currently launching snack production and they will have their own customers. These are different customers, but they all appreciate high-quality products. So it’s just necessary to produce a quality product.

– What would you advise craft producers in Ukraine to take care of first before entering foreign markets?

– I would advise starting, firstly, with certifications according to international food safety standards. This is necessary for any food products. Obtaining a certificate is mandatory because it is very difficult to convince and persuade someone without it that your product is worthy of being sold there.

This is the main thing. You need to start with this and at least start working in this direction immediately. It may not work out right away, but you have to try to move towards this goal. You should, at least, show that you are on this path. Currently, we are preparing for certification according to the FSC 22000 standards.

Secondly, proper labeling is needed. To begin with, you should determine where you plan to sell your products and clarify the labeling requirements for this target market. This includes standards for the image, nutritional value, calorie content, and so on. It may seem not very important, but you will have to come back to this question again and again. You need to think about it right away and take action immediately.

We started small: created and sent out one product. But we have fully brought it into compliance with all regulations. Now we are producing new products and new labels, while also thinking and preparing for the next ones.

It may not be organic production, you may not even be asked for an organic certificate, but if you don’t have a certificate stating that the product is safe, no one will work with you.

Recently, abroad, they have started to demand that certificates be issued by an international organization they trust. In Ukraine, there are many representations of international certification bodies.

If we want to establish long-term sales and not just ship products once, we need to ensure that the goods are as traceable as possible: their production, their path to the shelf. This is necessary in order to solve any problems as quickly and simply as possible, even the correct return of the product.

These are the most important aspects for those who want to export their products.

But first, it is worth figuring out what you are good at. We have decided on this: we are a small manufacturer, but we produce a good, high-quality, correct product. With this in mind, we are looking for consumers and partners who will help us buy or distribute our goods.

– In due time, “Stodola” was a pioneer in organic vegetable cultivation and processing. Have you had many competitors recently?

– Speaking about the organic market in Ukraine, it would not be a conversation about competition. It is more about partnership. Even those who are engaged in organic preservation, they call me, seek advice, and together we solve some problems.

Our organic market works a little differently for now. Our main competitor is not each other but a poor harvest and weather conditions. We are all still learning.

We are learning to establish systematic sales and adhere to the entire production chain. And for development, we need to focus on export only. For now, there is no organic market as such in Ukraine.