Makey Company is one of the leading Ukrainian manufacturers of frozen convenience foods and ready-made culinary products. Founded in 2008, today it offers more than 150 products, available both under its own brands and in Private Label format for large retail chains.
Makey cooperates with the country’s main national retailers, including major grocery chains, which allows the company to be present in all regions of Ukraine. The opening of the second plant in 2024 significantly expanded production capacity and made it possible not only to scale popular products, but also to bring new lines to the market, including for Private Label.
In this interview, Vadym Kachynskyi, co-founder of Makey, talks about the brand’s philosophy, production expansion, work with retail chains, and the prospects for the development of the convenience food market in Ukraine.
Your company has been on the market for 18 years. Tell us how Makey’s philosophy was formed and what became the basis of trust among partners and consumers?
— Our philosophy was based on a product that we ourselves are willing to eat. We spent a long time looking for exactly the product that would differ from what was on the market at that time. There was a crisis back then, and we understood: either we make a product better than others, or we will be like everyone else. It was difficult, but that is exactly what gave us growth in the following years. My partner and I tasted our competitors’ products and realized that competing financially was difficult, but competing on quality was entirely possible. So we worked on the technology for a long time and created a product we are proud of. The main thing is to sell what we eat ourselves – that is our foundation.
What was the most difficult part when you were launching this product?
— The hardest thing was to make a product that we ourselves would like. The technology was practically built from scratch. We tried different approaches until we achieved the desired result. It was also important to fit into the right price category: not premium, but a quality product at a reasonable price.
Last year you opened a second plant. What opportunities has this given your business, and how has the expansion of your production base affected cooperation with retail chains?
— First of all, it is a significant increase in production capacity – multiple times the tonnage. The plant was built to European standards, the equipment is completely new, and new lines have been installed that allow us to launch new products as well. Scaling and automation are now underway at both plants. We involve our partners – retail chains, clients – so that they can see all these capabilities, plants, and lines, and we are already working with larger volumes.
For clients, it is now very important that the manufacturer guarantees volumes – two plants allow us to do that. In difficult times, we were able to scale, and the new tonnage and new products are of interest to large retail chains. They come, see the new production facility, and this has a very positive effect on cooperation – not only in Ukraine, but also abroad.
Are you launching the entire product line at the new plant, or are you more focused on new products?
— We have allocated approximately 30% of capacity to new products; the rest is scaling of existing ones.
You work actively with retail chains under Private Label. Which chains have you started serving recently, and which products do you make under their trademarks?
— It is still too early to say that we are very active in this area. It is this year, with the opening of new capacities, that we are ready to scale cooperation. Last year it was impossible due to limited volumes – all production was already allocated. We work in all channels across the country, so now the expansion makes it possible to attract new clients, and Private Label is becoming one of our main areas.
Do you plan to develop Private Label more in the frozen products segment or in ready-made meals?
— Private Label is, first and foremost, frozen products. This is our quality that everyone knows, and we can guarantee large volumes and stability. Previously, we did not work with retailers’ own brands (private labels), but covered other shelves. Now this is of interest to retail chains, because we have scaled our quality and can guarantee volumes with appropriate confirmation. Clients can see the production process at the plant in person and evaluate the lines. There are already partners buying large volumes, understanding that the season is ahead.
How do you interact with retail chains when developing Private Label products? Do you offer your own recipes or work on the chains’ ideas?
— We analyze the chain’s shelf and offer products that, in our opinion, are better than those of competitors. We take into account both pricing and quality. The main strategy is not to compromise on quality. Those who work in the market know us as a reliable manufacturer, and now we can scale capacity, which gives even better opportunities for retail chains.
How do you adapt your offer to the specifics of each chain: regional features, positioning (economy vs premium), expected price?
— We start with a direct conversation in “the language of numbers”. The chain clearly states its needs: price range, expected volume, the role of the SKU on the shelf. Since we work in several categories – frozen food, ready meals, fast food – we can cover different niches. Next, our task is to offer a solution that will be of higher quality and more cost-effective than competitors’: in terms of recipe, production cost, form factor, and logistics. It is always a dialogue: we test, agree, launch, and track the results together.
How do you coordinate work on Private Label and your own brands so that they do not conflict with each other?
— For private labels, we develop recipes for the chain’s specific task and price segment, while we keep our own brands as the “benchmark of taste” and trust. We achieve balance through different positioning and controlled production costs, without compromising on quality in any format.
At the same time, we are actively working on introducing new products under our brands. Every year, the company releases from 2 to 10 new products under different trademarks. We are especially proud that more than 60% of our products are handmade. We want to preserve this unique approach, while gradually introducing automation to increase volumes without losing quality.
How do you ensure a high level of quality at such a scale?
— Quality is our priority. This is achieved through modern production lines, certification, and thorough quality control in production. We are constantly working to ensure that our products meet the highest standards, and this is confirmed by our clients and by tastings.
So tastings are the main tool for confirming quality for you?
— Exactly. We can talk a lot about technologies or certificates, but the final word always belongs to the customer. When a person tries our product, they immediately see the difference – in taste, in price, and in the ratio between them. We are confident that in such a direct comparison with competitors, our product has the advantage, and this proves its quality best of all.
Speaking about the development of product categories, which ones, in your opinion, will be the priority in 2026?
— The market is now moving towards ready-made culinary products and ready meals, and this segment has enormous potential. The war is holding back its development to some extent, but demand for quick and convenient solutions is growing. As for our range, pelmeni will remain the main sales driver in 2026. We see that consumers are increasingly moving away from the economy segment and choosing the mid or mid+ segment, ready to pay for taste, good ingredients, and consistent quality. This applies not only to classic options, but also to new recipes, in which we focus on better raw materials and more interesting ingredient combinations. People want not just to eat quickly, but to enjoy their food, and as a manufacturer, we strive to give them that opportunity.
At the end of our conversation, what would you like to draw the special attention of potential partners and clients to? How do you demonstrate your advantages?
— Our facilities are among the most open convenience food manufacturers in Ukraine. We offer a high-quality, proven product and can work with large volumes, as we have a new modern plant. We invite clients to see our production in person – to see how everything is organized and even to develop a product together to meet their needs.
What would you wish those who are just planning to cooperate with your company?
— Believe in quality and trust openness. We are ready to develop the market together, introduce new products, and offer consumers what they truly value. Cooperation should be transparent, mutually beneficial, and effective – and that is exactly what we offer.
