On November 25, 2025, Estonia and Ukraine brought their business communities together for the Value Chains Without Borders – Ukraine–Estonia Online Business Forum, an international platform designed to strengthen cooperation, expand export partnerships, and build resilient value chains between the two countries.
The forum was organized within the Unite for Trade in Zhytomyr initiative, supported by ESTDEV – Estonian Centre for International Development and implemented by Visionest Institute (Estonia). The event highlighted not only new business opportunities but also the remarkable resilience of Ukrainian companies — especially those from the Zhytomyr region, Estonia’s key partner in Ukraine’s reconstruction and recovery.
Opening Session: Shared Commitment to Partnership and Reconstruction
The event opened with welcoming remarks from key representatives of both countries:
- Toomas Tirs, Counsellor at the Embassy of Estonia in Kyiv and ESTDEV Country Manager
- Mykola Sychenko, Honorary Consul of the Republic of Estonia in Zhytomyr
- Oleksii Grushetskyi, Acting Director, Entrepreneurship and Export Promotion Office
- Iryna Shponarska, Deputy Director of the Department of Agro-Industrial Development and Economic Policy of Zhytomyr Regional State Administration
- Anu-Mall Naarits, CEO of Visionest Institute and lead trainer of the program
Speakers emphasized Estonia’s long-term support for Zhytomyr region — including infrastructure reconstruction, capacity building, and business development initiatives — and reinforced the importance of strengthening cooperation in trade, innovation, and export.
Global Trade Trends and Export Outlook 2025–2030
The first keynote session focused on export strategy and sectoral trends, led by international marketing expert Jean Sutton (Ireland/UK), who has contributed to more than 100 research projects in global B2B markets.
Sutton highlighted several defining trends for the years ahead:
- Shorter supply chains as companies aim to reduce geopolitical and operational risks
- Friend-shoring and increased trade between reliable partner countries
- Growing demand for sustainable, low-carbon, and ‘green’ products across Europe
- The rising importance of digitalization and data-driven export strategies
Her presentation offered Ukrainian and Estonian companies a forward-looking perspective on where global trade is heading and how SMEs can adapt to stay competitive.
From Raw Material to Successful Global Brand
The second keynote, delivered by Dmytro Sokolov, Head of Export at SOVAROG LTD and alumnus of Visionest Institute’s export programs, focused on transforming raw materials into branded, value-added products for international markets.
The session addressed:
- How to package and position a product for foreign buyers
- Localizing products for specific markets — including labelling, standards, and certification
- Lessons from building a competitive brand in wartime conditions
- Common mistakes SMEs should avoid when entering new markets
Sokolov’s practical insights resonated strongly with participants looking to elevate their export readiness.
Sector-Based Networking: Six Rooms, Hundreds of Opportunities
The second part of the event participants were invited to move into sector-specific Zoom rooms for a two-hour networking session. This format enabled targeted matchmaking between Ukrainian companies from Zhytomyr region and experienced Estonian business leaders.
Each room was moderated by an Estonian expert:
- Machinery Industry – Gustav Kotkas
- Home Goods – Jaan Järv (main room)
- Agriculture – Krista Kulderknup
- Food & FMCG – Janek Kalbin
- Textile & Clothing – Kaie Kaas-Ojavere
- Construction & Green Energy – Anu-Mall Naarits
Estonian companies shared practical case studies on how small-market nations successfully scale exports, including:
- 5 proven strategies that helped them enter global value chains
- 5 common mistakes to avoid when expanding internationally
The networking sessions created space for hundreds of one-to-one discussions, early partnership ideas, and future trade connections.
Next Steps: Building Sustainable Value Chains Together
The forum concluded with wrap-up remarks from the room moderators, who summarized key outcomes and encouraged participants to stay connected. All companies received feedback forms and follow-up materials, including the Catalogue of Export-Oriented Companies from Zhytomyr Region.
The event demonstrated that even in wartime conditions, Ukrainian businesses are innovating, exporting, and seeking new partnerships, while Estonia remains a strong and reliable ally in their growth.
The Ukraine–Estonia Online Business Forum reaffirmed a shared vision:
value chains without borders are possible when two countries unite through trust, resilience, and innovation.