Interview with Andriy Tabalov, CEO of Voloshkove Pole Dairy Company, co-owner of Pervomaisk Milk Cannery
Pervomaiskyi Milk Cannery (PMCK) is a company with a 65-year history, known primarily for its legendary condensed milk with a boy. The brand has survived the change of generations, markets and technologies, but has remained a recognisable symbol of quality and home-made taste. We talked to Andriy Tabalov about the secrets of brand awareness, new food trends, sports experiments with condensed milk, and why condensed milk remains a firm favourite among Ukrainians - even in times of 'sugar minimalism'.
It is probably not an exaggeration to say that the most recognisable product of PMKK is condensed milk. Is this true and does this recognition correlate with sales?
Yes, condensed milk is definitely our flagship and best-known product. The same "boy" product that has been on the market for over 65 years and enjoys consumer confidence thanks to its quality and traditional taste. It is easily recognisable among others thanks to its branded packaging, and today it is consistently among the company's top sellers.
A brand with a boy is a sign of quality. People trust and buy because it is a product that generations know.
Our condensed milk is a part of mass culture, a symbol of stability, trust and quality. Even when alternatives appear on the market, most consumers stay with us. People choose a proven product, and this directly affects sales. This is especially true in the category of traditional products, where PMKK's condensed milk consistently holds the lead.
How do you explain the popularity of condensed milk today - in a world where people are giving up sweets? Do you notice any new consumer habits or trends? And how does this affect your products?
This product is very versatile - it is consumed not only by sweet tooth but also by athletes.
People who go hiking and run long distances often take our condensed milk with them because it helps them to quickly recover their strength. I am a trail runner myself, and I know that a small portion of condensed milk can give the body quick energy at a distance of 30-40 km. It is a natural product, not a chemical gel, and many athletes appreciate this simplicity and naturalness.
We have interesting collaborations with companies that organise trail running competitions. They approached us with a partnership proposal, and we are happy to join such initiatives and support communities that are close to us in spirit.
As for trends, there is a clear interest in healthy lifestyles today, especially in developed countries. But drinking condensed milk is by no means an unhealthy habit. The only thing that can hinder your fitness is a regular calorie surplus. And I would also add that although many people are trying to reduce their sugar intake, people are ready to allow themselves a little sweetness, especially if it is a quality product that really brings pleasure. Condensed milk is just such a product.
When it comes to consumer trends, we notice new habits and respond to them. That's why we started producing condensed milk in doypacks and sticks quite a while ago, which are easy to take on the road or to work. A tin can is a tradition and a colourful thing, but modern consumers also want convenience.
In addition, people have become more attentive to the quality of products and their composition, and are more likely to choose natural ingredients, but do not want to give up taste and pleasure. Our condensed milk is based on natural milk and sugar, and our consumers appreciate the product for its safe composition and versatility.
PMKK has a wide range of products, including 8 variations of condensed milk. How often do you add new items, and what consumer needs do you try to meet when you expand your product range?
Нhe new items are added carefully to meet the needs of consumers in different flavours and formats. We take into account consumer demands, current food trends and the desire to offer new options for culinary needs.
Condensed milk is a traditional product that has more than a century and a half of history, so it is not often that radical new products appear on this market. Of course, there are variations - classic white condensed milk, boiled toffee, which can be added with fruit or berries. It's a natural way to update the taste while maintaining the authenticity of the product.
New items in the PMKK range are introduced when we see a clear need. For example, flavoured versions, different packaging sizes for convenience or new flavour combinations for desserts or drinks. We also launched a lactose-free version, a major step for the company to make our product available to an even wider audience.
In addition, we actively cooperate with confectionery manufacturers, for whom condensed milk is an important ingredient in their recipes. Therefore, our task is not just to update our product range, but to create a product that is convenient and technologically suitable for various forms of use.
How do new products come about? Is it more an initiative of technologists and marketers or a response to consumer demands?
New products at PMKK are always born at the intersection of two areas - the professionalism of our technologists and the market understanding of our marketers. Sometimes the impetus is a specific customer request, and sometimes it is the inspiration of our specialists who offer new recipes and flavours. But in any case, the final decision is based on the fact that the product is not just new, but necessary, high-quality and desirable for people.
Our company regularly attends global exhibitions - for example, we have recently returned from Anuga in Germany, one of the largest food events in the world. This is where ideas are born - new packaging formats, tastes, markets. It is impossible to come up with something interesting if you sit only in your office or factory. You need to listen to the market and communicate with people.
How long does it take from idea to finished product? And how often do you release something new?
It varies - it all depends on the product: sometimes it takes 3-4 months from the idea to the shelf, and sometimes even longer. But when we create something new, we go through a full cycle: recipe development, testing, tasting, packaging selection, and certification.
We don't chase quantity - it is important that each product makes sense, meets the expectations of our customers and maintains the level of quality that Pervomaisk Coke is associated with.
Do you compare your product with what your colleagues are doing in the market? How does this happen - tastings, analytics, customer feedback?
Yes, we definitely keep track of what the market is offering. This is a normal practice for any manufacturer who wants to develop. We conduct internal tastings, analyse the composition, packaging, product perception, and listen carefully to customer feedback. We are market leaders, so we have to keep our finger on the pulse. If our customers or consumers want something new from us, we do it. This is our way of becoming even better: understanding what people like and making our product even closer to their expectations is what motivates us to improve.
But we are not only focused on the domestic market. Participation in international exhibitions is not just a presentation of the company, but a real source of new information. It is there that we see trends, learn about new technologies, packaging formats, and ideas for flavours.
We are watching the international market. For example, South Asia - India, Bangladesh, Malaysia. These are huge and fast-growing markets. However, they have their own specifics: most condensed milk producers in Asia use palm fat, so we cannot compete with them on price. Instead, we focus on the quality and natural composition of our condensed milk. We work according to the DSTU standards and comply with all certification requirements, which makes us a reliable brand.
Our products are now actively bought in Europe. First of all, it is Ukrainians abroad - millions of our compatriots. But gradually, European consumers are also beginning to discover it - both as an independent product and as an ingredient for desserts.
This year, PMKK took part in the tasting competition Favorite Food & Drinks. Please share your impressions: what did you learn from participating in the competition?
Participation in the Favorite Food&Drinks competition was an important and valuable experience for us. It was not only an opportunity to test ourselves in the market and compare our products with others, but also to get an independent assessment from experts. We saw that our products are really highly valued for their taste, quality and texture.
It is also an incentive for the Pervomaiskyi MMK team to move forward, to create products that people will like and meet their expectations. Participation in competitions such as Favorite Food & Drinks is another way to show that we are market leaders, we are competitive and offer a quality product. Therefore, we will continue to work, develop and move forward.
Photo provided by PMKK.
The interview was conducted by journalist Daria Spasova.