From "Made in Ukraine" to "Made in Europe": International Positioning of Exports at the 2nd International Trade Forum

Recently, the U-Food Association team attended the 2nd International Trade Forum, dedicated to the launch and practical implementation of the new Export Strategy of Ukraine until 2030📈 The event was held with the expert and organizational support of the Public Union "Reform Support Fund in Ukraine" within the framework of the STEP IN 2 EU international cooperation program, co-funded by the governments of Germany and Norway, as well as the European Union under the EU4Business initiative

As part of the forum, a specialized panel discussion titled "From 'Made in Ukraine' to 'Made in Europe': International Positioning" took place, with Bohdan Shapoval, Director General of the U-Food Association, joining as a speaker. Market participants, representatives of government institutions, and leading experts from sectoral clusters gathered to look for answers to the fundamental questions of Ukrainian export development in the context of European integration

The Positioning Dilemma: National Brand or EU Integration?

The main discussion revolved around the strategic choice for domestic exporters. What will bring more value to business in the long term: investing in a strong, authentic "Made in Ukraine" brand, or maximum integration into the "Made in Europe" ecosystem to capitalize on the reputation, trust, and standards of the EU?

The key conclusion of the panelists is that these approaches are not mutually exclusive — they should effectively reinforce each other. However, for the food industry, this balance is highly sensitive, as companies compete in markets where the end consumer is incredibly demanding regarding safety standards and product origin

Country Brand as a Social Contract

During the panel, experts agreed that a country’s reputation cannot be created solely by government decrees or beautiful visuals. These are real rules of the game, where the quality of work of each individual manufacturer shapes the image of the entire state. That is why the model of the national brand's functioning was actively discussed: should it be completely open to everyone, or operate as a licensed quality mark with strict compliance criteria and safety controls. For an international buyer, the labeling on the packaging must guarantee stability of supply, safety, and compliance with international standards

From Commodities to Value-Added Products: The 2030 Target

A critical challenge for Ukrainian exporters remains overcoming the stereotypical perception of Ukraine as a purely commodity-based supplier. The joint task of the state and business within the new Export Strategy is to prove to the global market that Ukraine is capable of consistently supplying finished, high-tech products with high added value

If we want consumers in Berlin, London, or Tokyo to instantly associate a Ukrainian product with uncompromising quality, reliability, and innovation in the future, we need to act today. Implementing strict safety standards, certification, and building new partnerships are the steps that will turn the Export Strategy 2030 from a paper plan into real market contracts