Trypillya Sun × RAU Workshop 2027

On 20 August, Kyiv Hall at 25 Khreshchatyk hosted the workshop «Ukrainian Manufacturer 2027: Brand Development, Categories and Entering International Markets», organised by the Retail Association of Ukraine (RAU) in partnership with Trypillya Sun.

The event brought together more than 60 industry professionals, representatives of leading manufacturers and retail chains. Participants discussed how Ukrainian shoppers’ behaviour is changing and how manufacturers and retailers can work together more effectively for shared growth: new principles of partnership, promising categories and sales channels, and promotional effectiveness.

In the lobby, guests could explore the range and taste Trypillya Sun teas at the company’s own stand.

Five principles of partnership

Our company’s keynote was a presentation by CEO Yuliia Romantsova, «Five principles of partnership that drive category growth». She showed how the goals of manufacturers and retailers differ and stressed that, in the struggle over terms, both sides often forget the most important thing: the value of the product for the consumer.

In her view, the path to growth lies in joint assortment management with retail, joint demand generation, shared growth KPIs and shared responsibility for results.

Yuliia Romantsova shared the story behind the concept of «happy tea moments» and recalled a competition of real people’s stories, including the moving winning story about «tea salted with tears».

When the shopper wins

The programme closed with the panel discussion «When the shopper wins: new principles of cooperation between retail and manufacturers», moderated by Trypillya Sun’s Marketing Director Tetiana Pashchenko.

We thank the Retail Association of Ukraine for a fruitful partnership and all participants for a meaningful conversation about the future of Ukrainian FMCG.

The full photo report is available on the website of the Retail Association of Ukraine (RAU).

Photo report