What products in the “superfood” category should contain: answers from the participants of the "From Local to Global" conference

The conference brought together successful Ukrainian agricultural producers, top suppliers of technologies and services for the agricultural sector, farm owners, producers of unique superfoods and craft products, innovators, investors, and representatives of international analytical organizations and financial institutions.

During the conference “From Local to Global: superfoods, technologies, markets,” a unique EXHIBITION OF UKRAINIAN SUPERFOODS AND TECHNOLOGIES took place. Craft cheeses, organic wines, terroir honeys, craft delicacies from female participants of AgroMBA Ukrainian Food Valley, as well as healthy products from amaranth, were presented.

The concept of “superfoods” has firmly entered the modern world. However, there is still no consensus among agri-food market professionals and scientists about what exactly products categorized as "superfood" should contain, says Kateryna Zvierieva, international consultant for the Food and Agriculture Organization of the United Nations (FAO) and founder of the agromedia agency Sapienza.

“What are superfoods? This term is more often used by the media and marketing agencies than by scientists. There is still no agreement in the world on what superfoods are and what they should contain. So it is not surprising that yogurt, quinoa, oatmeal, kale, and berries are sold as superfoods, albeit for different reasons. A superfood is usually associated with a product that is natural, traditional, exotic, or organic. It is a category of healthy foods with perceived health benefits, containing significant amounts of nutrients or having a traceable history of consumption in different countries,” notes Kateryna Zvierieva.

Superfoods are a highly profitable niche in agriculture, as these products have high demand due to their significant health benefits. Producers of superfoods can increase their profits by adding value through product processing. During the conference, Bohdan Shapoval, CEO of the “U-Food” Association, spoke about how to organize such production and who in Ukraine is already successfully involved in processing.

Modern agriculture worldwide is facing a number of challenges, from the growing issue of food security to climate adaptation and new consumer megatrends, notes Olga Trofimtseva, an expert in the agricultural sector and Acting Minister of Agrarian Policy and Food of Ukraine (2019).

“The production and sale of quality food is becoming increasingly technological and linked to social networks. The transformation of the entire agricultural sector is accelerating, and the number of influencing factors is constantly increasing. To occupy a worthy niche in the global economy, we need to take a new look at the industry and the chains that connect every small local farmer to the global market,” says Olga Trofimtseva.

The number of cattle, as well as the volumes of milk production, in Ukraine are decreasing every year. One of the reasons for this situation is that two-thirds of the cattle are kept in private household farms, which are economically inefficient. There are several ways to save the industry — for example, cooperation or the creation of family farms. Mykhailo Korylkevych, president of the Ukrainian Cooperative Federation, shared how to create an efficient dairy farm and launch the production of craft products on your own farm.

The topic of agromarketing as an important tool for increasing the added value of products was covered by Dmytro Kushnir, co-founder of the brand “Honey Brothers,” managing partner of Experto Consulting Ukraine, and expert on geographical indications of Ukraine.

“New Zealand manuka honey, cognac, champagne, parmesan, jamon... These products, known to the whole world today, like any other food product, start on farms, vineyards, and pastures. What unites them? Sophisticated and powerful marketing! During the conference, I will talk about the basic principles of agromarketing, and why each of us is an ambassador of Ukraine abroad. I will also explain what Ukrainian producers need to adopt to create a flawless image of their products in domestic and international markets,” says Dmytro Kushnir.

What is the sustainability of European agri-food value chains on the example of soy? What opportunities does this provide for Ukrainian farmers? These questions were addressed in a speech by Volodymyr Pugachov, Quality Manager of the “Danube Soy” Association.

“Ukraine is a leading producer of soybeans in Europe — in 2020, this crop was grown on a total area of about 1.3 million hectares. Ukraine is fully self-sufficient in domestically produced soybeans, and the industry is export-oriented. However, when developing soybean production, it is necessary to consider sustainability issues, as soy is a critical crop in terms of environmental impact, for example, in the context of pesticide use or land management,” says Volodymyr Pugachov.

Owners of farms engaged in rural green tourism or simply those who care for their own gardens are interested in improving the appearance of the landscape. One way to do this is to grow a beautiful lawn. How to make a lawn resistant to stress, ensure its constant and uniform growth, and, most importantly, how to use it safely immediately after applying fertilizers, was explained by Myroslava Mazur, B2B client manager at “BioNorma.”

How is the sweet corn segment developing in Ukraine, which corn varieties to choose, and how to establish sales of the product, shared Mykhailo Nahorniak, breeder and owner of the “Mnagor” company (Vinnytsia region).

“Ukraine has a unique location. The climate, the fresh vegetable market, and the summer sea season greatly contribute to the cultivation of sweet corn. Developing as a leading country in this industry, introducing pure white, bicolor, and healing purple sweet corn, and being at the forefront of new trends in Europe. Developing both domestic and export potential. Annual consumption growth and sowing area increase by 20-30%. Profitability at the level of 200% makes sweet corn attractive for the fresh market and the processing and canning industry,” says Mykhailo Nahorniak.

Andriy Remizov, Acting Director of the State Institution “Office for the Development of Entrepreneurship and Export,” spoke about the opportunities of the "Diia. Business" service, which allows you to receive free online consultations, take courses at the National Online School for Entrepreneurs, get the latest news about development opportunities, and use various digital services.

The prospects for growing amaranth in the 21st century were discussed in a speech by Oleksandr Duda, chairman of the Association of Amaranth Producers and Amaranth Products, and Svitlana Mykolenko, associate professor at Dnipro State Agrarian and Economic University.

“The sown area under amaranth in Ukraine has grown from 800 to 3,000 hectares over the past three years. The growing interest in cultivating this crop among Ukrainian farmers is explained by the high profitability of selling amaranth and its processed products. From one hectare of sown area, the crop can yield up to 250 tons of green plant mass and up to 5 tons of marketable seeds, the sale of which can bring up to $1800/ha. Processing the seeds into groats, extraction oil, or meal can earn the producer more than twice as much — $3700/ha,” says Oleksandr Duda.

Denys Moskalyov, a representative of FROSTLEE frost protection systems, gave a speech on effective frost protection technologies and the need to test them in Ukrainian horticulture.

According to him, due to low spring temperatures during the flowering period, apple producers alone suffer annual losses of up to UAH 700 million, and in some years — up to UAH 1.5 billion. Frosts also affect stone fruit, berry, and nut orchards. As a result, the annual losses of Ukrainian orchardists are estimated at around UAH 2 billion.

“In addition to crop volume losses, frost also affects the quality — trees affected by low temperatures subsequently produce fruits unsuitable for long-term storage, which is very important for apples, pears, and grapes. Therefore, frost protection of fields and orchards is a necessity for those orchardists planning to successfully export and sell at premium prices in the future. An effective, reliable, and controlled method for combating frost is the use of wind machines Gener, which our company Frostlee exclusively represents in Ukraine and Eastern Europe,” says Denys Moskalyov.