Being a leader in today’s business landscape is about more than ambition and strategic thinking. It also requires the ability to adapt to challenges, make decisions quickly, and lead a team forward. Vitalii Voitovych, Founder and CEO of Premier FOOD Group, knows this from firsthand experience. His journey is one defined by growth, bold decisions, and continuous innovation.

How do you envision the company five years from now?

I see Premier FOOD as the undisputed leader of Ukraine’s street food market, extending far beyond the hot dog category. We are expanding our portfolio of meat-based snack products, setting industry trends, and earning consumers’ trust. By 2030, Mr. Grill products will be enjoyed in 25 countries, and we are confidently moving toward that goal.

What do you value most about your team?

For me, the most important thing is seeing the team operate as one unified system. It is not always easy because every member of our executive team is a strong and ambitious leader. I’m proud that my colleagues remain focused and work with the understanding that our shared mission and the final result matter more than any short-term ambitions.

What was the defining turning point in your career?

Early in my career, I had to immerse myself in every aspect of the business. After experiencing betrayal within the team, I was forced to master finance, marketing, sales, and logistics on my own. It was an incredibly demanding period, but it was also when I gained the fundamental knowledge that laid the foundation for the success I have today.

Since the beginning of the full-scale war, our team has grown even stronger. We have significantly strengthened our capabilities while operating in an environment of constant uncertainty. That experience became a defining moment for us and will remain one of the most valuable lessons of my life.

How has innovation helped your company adapt to the challenges of war?

Back in 2021–2022, I planned a large-scale modernization and expansion of our production facilities with the goal of doubling productivity. What we have accomplished over the past several years has exceeded all of my expectations. Among our key achievements:

• We integrated a robotic system capable of packaging 12 million sausages.
• We purchased and installed a new blast-freezing system with a processing capacity 300% higher than our previous equipment, reducing sausage freezing time by five times. Its innovative cooling system will also allow us to reduce electricity consumption by more than 30%.
• We introduced a robotic packaging system unique to Ukraine that automatically places sausage packs into shipping boxes. The system processes more than one million packages per month and includes a robotic palletizer, creating a fully automated end-of-line packaging process with minimal manual labor.
• We are proud to be among the first companies in Ukraine to implement an alternative power solution for our production facility using a cogeneration system, despite the extensive damage to the country’s energy infrastructure. This allows our customers to rely on us under any circumstances.
• In 2024, we launched a new doner production line with a capacity exceeding 350,000 units per month. We also developed unique hamburger and cheeseburger recipes with production capacity exceeding one million units monthly. These burgers were specifically designed to maintain their flavor and texture even after being reheated in a microwave.
• To extend the shelf life of our premium black-packaged Mr. Grill sausages and frankfurters to 40 days in retail stores, we invested in cutting-edge processing equipment. This provides retailers with stronger unit economics while minimizing product write-offs.
• We significantly expanded our warehouse capacity for finished products stored at both -18°C and +3°C.
• We installed a 150 kW solar power plant at our distribution center to optimize electricity costs and reduce diesel fuel consumption while operating backup generators.
• Another strategic priority has been expanding our transportation fleet with next-generation refrigerated vehicles, allowing us to deliver frozen products reliably despite rising temperatures across Ukraine.

Innovation has become one of the key drivers of our success during the war, allowing us not only to adapt but also to reach an entirely new stage of development.

What is the most important factor in maintaining customer trust during difficult times?

Trust can only be maintained in one way: by honoring every commitment, regardless of the circumstances. It is during the most difficult periods that truly reliable partners reveal themselves.

How has the war changed your priorities as a leader?

Fundamentally, it hasn’t changed my priorities, but it has made me far more resilient under pressure. I remain the same empathetic and democratic leader I have always been. My priorities continue to be maximizing efficiency, optimizing costs, remaining flexible in decision-making, and creating new jobs for Ukrainians.

Our company has reached a stage where young professionals actively seek opportunities to join our team. But that achievement is the result of 17 years of consistent hard work. We value people who are eager to grow alongside us and who share our values.

What motivates you to keep moving forward every day?

My family. Everything I do is driven by the desire to create a better future, because the future belongs to our children. At the same time, I’m inspired by the opportunity to contribute to Ukraine’s economy through my business.

Which Premier FOOD products are your personal favorites?

We produce only the products that I genuinely enjoy eating myself and confidently serve to my children. On Monday, it might be our Premiera sausages, and on Saturday, burgers made with our burger patties shared with friends.

What advice would you give yourself at the beginning of your career?

Don’t give up. Only consistent hard work and continuous self-improvement can lead to the results you want, whether in business or in education. Never be afraid to pursue new horizons, especially if you truly believe in your idea. Confidence in yourself and the determination to act are the keys to success.