Being a leader in today’s business world is not only about ambition and strategic thinking but also about the ability to adapt to challenges, make quick decisions, and lead a team forward. Vitalii Voitovych, founder and CEO of Premier FOOD Group, knows this from personal experience. His journey is a story of development, bold decisions, and innovations.

Mr. Vitalii, how do you envision your company in five years?

I see Premier FOOD as the absolute leader in Ukraine’s street food segment, not only in the hot dog category. We are expanding our range of meat snacks, creating trends, and earning consumer trust. By 2030, Mr. Grill products will be consumed in 25 countries, and we are confidently moving in this direction.

What do you value most in your team’s work?

For me, it is essential to see the team working as a single mechanism. Sometimes, it is not easy, as all top managers in the company are strong, ambitious leaders. I am pleased that my colleagues are in a resourceful state and work with the understanding that our shared goal and final result are more important than any short-term ambitions.

What was a turning point in your career?

At the very beginning of my career, I had to immerse myself in all aspects of the business when, due to betrayal in the team, I was forced to independently master finance, marketing, sales, and logistics. It was a period of hard work, but that was when I gained fundamental knowledge, which led me to the success I have today.Now, during the full-scale war, my team and I have grown even more. We have further developed our skills while working in conditions of constant turbulence. This experience was a turning point and will remain a valuable lesson for life.

How do innovations help your company adapt to the challenges of war?

Back in 2021-2022, I planned a major modernization of production with expansion to double productivity, but what we have achieved over the past few years has exceeded all my expectations. In particular, we have:

• Integrated a robotic system for packing 12 million sausages into packaging.

• Purchased and installed a new shock freezing system, which has 300% more throughput than the current one and reduces sausage freezing time fivefold. The cooling system of this equipment is innovative, allowing us to optimize over 30% of electricity costs.

• Implemented a unique robotic system in Ukraine that packs sausages into boxes, with a productivity of over 1 million packs per month. This equipment also includes a robot that stacks boxes onto pallets, ensuring a complete product packaging cycle with minimal human resources.

We are proud to be one of the first in Ukraine to find a solution for alternative power supply for our production plant using a cogeneration system, despite massive destruction of the energy infrastructure.

In 2024, the culinary semi-finished products workshop launched a new doner line with a capacity of over 350,000 pieces per month.We developed a unique recipe for hamburgers and cheeseburgers, with a production capacity of over 1 million pieces per month. The uniqueness of these burgers is that they taste perfect even when reheated in a microwave.To extend the shelf life of premium black-packaged Mr. Grill sausages and hot dogs to 40 days, we have purchased the latest technological equipment, which allows retailers to have better unit economics in their networks despite the absence of write-offs.Expanded warehouse facilities for storing finished products with temperature control at -18°C and +3°C.

Installed a 150 kW solar power plant at our distribution center to optimize electricity costs and reduce diesel fuel consumption when operating generators.

A special focus was placed on purchasing refrigerated transport with state-of-the-art cooling equipment, allowing frozen products to be delivered to customers despite rising temperatures in Ukraine. Innovations have been the key factor in our success during the war, allowing us not only to adapt but also to reach a new level of development.

What is most important for maintaining customer trust in difficult times?

Trust can only be preserved in one way—by fulfilling all commitments, regardless of circumstances. It is in difficult periods that it becomes clear who is a reliable partner.How has the war changed your priorities as a leader?

On a global level, it has not changed them, but it has made me more resilient to stress. I remain an empathetic and democratic leader. My priorities are maximum efficiency, cost optimization, flexibility in decision-making, and creating new jobs for Ukrainians.

Our company has already reached a level where young specialists actively seek to join us. But behind this stand 17 years of hard work. We value those who are ready to grow with us and share our values.

What motivates you to move forward every day?

Family. Everything I do is aimed at creating a better future, and the future is our children. At the same time, I am inspired by the opportunity to develop Ukraine’s economy through my business.

Which Premier FOOD products are your favorites?

We produce only what I personally enjoy eating and what I confidently give to my children. On Monday, it might be Premier sausages, and on Saturday, burgers with our patties while spending time with friends.

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

Don’t give up. Only daily hard work and continuous self-improvement can lead to the desired result—both in work and in learning. Never be afraid to conquer new horizons, especially if you believe in your idea. Faith in yourself and determination to act are the keys to success.