In the world of pet food, corporate social responsibility is not just a buzzword; it’s essential. Many companies recognize their duty to contribute to their communities, especially when caring for pets. To dive into this topic, I spoke with Rostyslav Vovk, co-founder and CEO of Kormotech, a leading pet food manufacturer.
Kormotech, a family-owned business with roots in Ukraine, has been around since 2003. They produce popular brands like Optimeal and Club 4 Paws and employ around 1,500 people across five countries. Under Rostyslav’s direction, the company expanded into over 50 international markets, becoming one of the top 50 pet food manufacturers worldwide.
Rostyslav believes that corporate social responsibility (CSR) goes hand-in-hand with running a business. He emphasizes that if you’re part of a community, you must contribute to its well-being. “We need to help not just pets, but also people who might be struggling,” he notes. This sentiment resonates deeply as he leads initiatives not only to support animals but also local hospitals and community support programs, especially during challenging times.
One of the standout initiatives is “Save Pets of Ukraine,” which stemmed from Rostyslav’s commitment to addressing the needs of abandoned pets during the Russian conflict. The program started back in 2014 but gained renewed significance in 2022 when the full-scale invasion began. “We saw an urgent need and knew we had to act,” he said. The foundation has since raised over 2,000 metric tons of pet food and provided vaccination programs for more than 20,000 pets.
A recent survey indicates that pet owners are increasingly aware of brands that support animal welfare. According to research by the American Pet Products Association, nearly 75% of pet owners prefer brands that contribute to social causes. This growing trend shows that CSR efforts not only benefit pets but can also strengthen customer loyalty and trust.
Rostyslav suggests that companies looking to enhance their CSR efforts should first understand their strengths. “Focus on what you do best,” he advises. Engaging directly with the community to identify needs and gaps can drive impactful actions. For instance, Kormotech started veterinary hotlines to assist pet owners, showing a commitment to not just selling products but also offering genuine support.
Moreover, it’s essential to recognize that while immediate ROI is important, many CSR efforts yield long-term results. Investing in community initiatives can lead to brand loyalty and market growth. Kormotech now holds over 35% of the Ukrainian pet food market, highlighting how CSR strategies contributed to their success.
In essence, companies should view CSR as an integral part of their identity. As Rostyslav puts it, “This is about making life better, not just for pets but for everyone.” As the pet food industry continues to evolve, businesses that prioritize social responsibility are sure to foster lasting connections with their customers.
For more information about Kormotech and its initiatives, you can explore their website here and learn about the impactful work of the U-Heart Foundation at U-Heart.
