Distribution – the Heart of Customer Trust: The Story of Mykhailo Shavuk

Distribution – the Heart of Customer Trust: The Story of Mykhailo Shavuk

Every major success story is built from many individual stories. Vilia is no exception. Over the years, the company has grown from a small office into a powerful agro-industrial holding, and at every stage there were people devoted to their work.

Distribution is one of the key directions that ensures the presence of Vilia products on store shelves. Behind this process stands a team that understands customer needs and works daily to maintain the consistent quality and reliability of the brand. Today, we introduce you to Mykhailo Shavuk — a person who has grown together with the company and shares how the distribution direction was born.

Mykhailo, you have been working in the company for many years. How did your career here begin?

I started back in 2009. At that time, there was the Lutsk feed mill, the "Volyn-Zerno-Product" enterprise, and a completely new brand — Vilia. Flour packaging had only just begun. There was no large milling complex yet — the one now located in Bonita — nor the professional car service station, the large elevator complex, or the floor warehouses. There was only one small office near the scale house.

I joined the company as a driver. I remember my first visit to ask Yevhen Stepanovych Dudka about a job. He was busy and told me to come at 7 a.m. The next time he asked me to call at 9. And so it went several times until, after a round of interviews, he finally told me to come to work. Back then, I received my first instructions: no alcohol, no lying, no stealing. That was a firm rule. My values aligned fully with the company’s — and that’s how my journey at Vilia began.

Do you remember your first working day? What was it like?

Yes, I remember it clearly. At the time, I was a laboratory driver — visiting farms to collect grain samples. I remember the colleagues I worked with: Serhii Supruniuk, Svitlana Stashchuk, Oleksandr Popov, Oksana Mandryka, Petro Yatsyk, Volodymyr Machulka, Vasyl Muzychuk, Oleksandr Shulskyi, Taras Klyimenov, Yurii Volokh, Valentyna Holovko, and Stepan Dudka.

A lot has changed since then. One of my brightest memories was the opening of the new milling complex in 2010. It was a massive step forward, allowing us to ramp up production and increase flour sales.

You began as a light-vehicle driver. How did you transition into entrepreneurial work?

It happened gradually, as part of the workflow. At first, I enjoyed driving to farms and meeting people. Later, I was assigned to the commercial department, headed by Taras Klyimenov. He tasked me with cooperating with supermarkets — delivering products, organizing trade. At that time, we worked with both packaged and bulk flour, cereals, even “Artemsil” salt.

That’s how I started working with supermarkets, then I was appointed sales manager. Over time, a dedicated distribution direction was formed, and I began to develop it.

What does being an entrepreneur mean to you?

Above all, it means responsibility. In 2014, a separate distribution direction for the Vilia brand was launched, and I began coordinating it. We rented a small warehouse — very small — and had to fit the entire assortment there. The team back then was just myself, Oksana Hlushchuk, and our warehouseman, who still works with us today — a true legend of our department.

Over time, the team grew rapidly. If we began with just five people, today the distribution division has many times more employees. That’s why being an entrepreneur, to me, is about responsibility — because behind this direction stands not only me, but an entire team.

What were the main challenges in the early days of building the distribution direction?

When distribution became a separate unit, a new zone of responsibility emerged. I had to make independent decisions — quickly. That was a real challenge. But I had a clear stance: never give up. And I was fortunate to have mentors. I often asked myself: “What would Yevhen Stepanovych do in this situation?” This helped me find the right answers and move forward.

How does working with smaller buyers differ from wholesale?

I wouldn’t call what we do retail trade. It’s more accurate to say we work with relatively small buyers. Our clients vary greatly: bakeries, confectioneries, small shops. A big share is taken by the Polissia market, centered in Ratne. This is field trading across villages and local markets. And we don’t limit ourselves to flour — we also sell bran, grain, cereals. That’s the essence of distribution: understanding local customer needs and responding quickly.

How did you build your client base, and what do you consider the key to success?

Once, Valentyn Volodymyrovych Vavrynovych told me something I remember to this day:
“It’s easy to gain a market, but hard to keep it.”

And that is absolutely true. Over the years, the company has earned trust and consistently upheld agreements. Some clients have been with us since the days when Yevhen Stepanovych worked at the Polissia market — long before we had a distribution department. And they are still with us.

Our main task now is to preserve and grow this market. The key to success, in my view, is product quality and responsibility. That is what clients value most.

How have customer needs evolved? What trends shape today’s flour market?

The market has changed significantly — and unfortunately, it’s shrinking. There are fewer people: some have gone abroad, some are at the front. Purchasing power has decreased. Fewer people keep livestock, so demand for feed has dropped. Overall consumption has declined.

In such conditions, it's important to be flexible. We are exploring new regions: Kyiv region, Lviv, Zakarpattia. We’re strengthening cooperation with bakeries and bread manufacturers, who value product quality, fair pricing, and timely delivery.

Regarding trends, the situation is difficult to predict because so much depends on the war. But we do see several tendencies. In cities, healthy eating, eco-products, and whole-grain flour are becoming more popular. In villages, demand for affordable “daily bread” remains steady. These two segments will likely continue shaping the market.

What common mistakes should beginners avoid?

The biggest mistake is expecting immediate results — or hoping to find a “ready” specialist. In all my years, I haven’t met a fully formed sales manager from the start. It’s always a long process of development.

Sales have no universal formulas. You must hear the client while also protecting the company’s interests — it’s a delicate balance. Sometimes you need to “adjust your tone” — be gentle or more firm, depending on the situation.

Misunderstandings happen: sometimes due to miscommunication, sometimes due to misuse, and sometimes because there truly is a problem that must be solved. Each case is individual, full of psychology. The most important thing is to preserve respect and always say: “Thank you, come again.” Without customers, we are nowhere.

What are you most proud of in your work?

I am most proud when everything functions like a well-coordinated mechanism. When every stage — from grain to finished product — works as one system. When there is enough wheat, the mill operates smoothly, and products are sold and distributed on time. When this cycle works flawlessly, and everyone performs their role — that’s true satisfaction.

I am also proud that I have grown as a professional right here in this company. It’s wonderful to be in a team where human values come first. You can always feel the energy here — and it’s inspiring to stand at its very center. It gives strength to move forward.

How do you find balance between work and personal life?

I have trouble with “lazy” rest — I prefer movement and drive. I remember a fishing trip to Norway with colleagues — that was real rest for me. I enjoy riding quad bikes; it energizes me. Of course, my family sometimes encourages me toward calmer rest — and that’s good.

What advice would you give to those starting their entrepreneurial journey?

Whatever job you do — make sure you do it, not the other way around. Approach tasks with enthusiasm, courage, and determination. Another key factor is speed and clarity in communication with clients. Think quickly, respond quickly — clients value that.

Overall, stay proactive and always develop yourself. Use every opportunity to learn. Don’t be afraid of responsibility — and your professional path will turn into a success story.