Inside Ukraine’s fruit export reality: BIG interview with Volodymyr Gurzhiy, USPA Fruit

Amid war, economic uncertainty, and shifting trade routes, Ukraine’s apple industry continues to fight for its place on the international market. One company in particular — USPA Fruit — is proving that even in crisis, opportunity can grow. As global buyers increasingly seek out reliable, quality-driven suppliers, USPA Fruit is stepping up as a serious contender, thanks to its agility, export expertise, and strong grower network.

In this exclusive interview with Fructidor, Volodymyr Gurzhiy, General Director of USPA Fruit, shares how the company is navigating shortened harvest seasons, transport challenges, and tough price dynamics — all while exploring new markets and maintaining its high standards.

Fructidor: What is the current state of Ukraine’s fruit exports?

Mr. Gurzhiy: At present, Ukraine’s fruit exports are dominated by apples and blueberries. Other products like onions or greenhouse vegetables occasionally appear on export lists, but these are seasonal or driven by unpredictable market conditions. 

Fructidor: What happened with this year’s apple season?

Mr. Gurzhiy: The apple season ended three to four months earlier than usual. This was due to two main factors: a lower overall harvest and high demand, which accelerated exports. The price for industrial apples surged early in the season, pushing many producers to send even fresh-market-quality fruit to processing — something very rare in typical years.

Fructidor: What caused such high demand for industrial apples?

Mr. Gurzhiy: A global shortage of orange juice concentrate — due to disease issues in Brazil — drove up demand for alternative fruits like apples in juice production. This created intense competition for raw materials and raised prices across the board. Even European buyers reached out to Ukraine for industrial apple supply.

Fructidor: Which markets recognize Ukrainian apples most?

Mr. Gurzhiy: Ukraine is well established in Malaysia, the UAE, and Saudi Arabia, with strong visibility also in Kuwait, Qatar, Oman, Bahrain, Sweden, and the UK. Some apples also reach Central Asia and even Iraq via indirect routes. Ukrainian apples — especially from exporters like USPA — are recognized for consistency and competitive quality.

Fructidor: What are the most demanded apple varieties in international trade?

Mr. Gurzhiy: Royal Gala is number one. Golden follows, with preferences for color varying by market. Red Delicious is also in demand, although its competitiveness depends on price and logistics. Ukrainian apples were even more expensive than French ones this past season due to limited supply.

Fructidor: How has the war impacted logistics?

Mr. Gurzhiy: Previously, apples were shipped via Black Sea ports like Odesa and Chornomorsk. Now, due to war-related risks, exporters must use more expensive routes through the Adriatic (Trieste, Rijeka, Koper) or Constanța in Romania. Red Sea disruptions have added further delays, forcing ships to reroute around Africa. This increases costs, transit time, and risk.

Fructidor: What recent market breakthroughs has USPA Fruit achieved?

Mr. Gurzhiy: We successfully sent Ukraine’s first apple shipment to India from a Ukrainian port, under a strict phytosanitary protocol. It was a high-risk move, as the shipment couldn’t be transferred between containers and had to travel over 50 days. Still, it arrived in perfect condition and opened the door to further exports. In addition, we’ve helped reopen the Canadian market for Ukrainian apples.

Fructidor: What advice do you have for Ukrainian growers aiming to export?

Mr. Gurzhiy: Export starts not with what's in storage, but in the orchard — choice of variety, technology, harvest, and storage all matter. Export-quality apples must have the density, durability, and taste required to survive long shipping and still satisfy a child picking one up in a supermarket. That’s the benchmark.

Fructidor: What are the biggest risks today for Ukrainian apple exporters?

Mr. Gurzhiy: Beyond war and infrastructure attacks, the labor shortage is critical — few people remain to prune, harvest, and sort. Production costs have soared due to currency devaluation and reliance on imported fuel and chemicals. Late frosts and shifting weather patterns continue to damage yields. Ukrainian apples are no longer cheap — but they’re still worth it.

Fructidor: How does USPA Fruit approach the future?

Mr. Gurzhiy: We think strategically. Even during war, we work to open markets for all Ukrainian growers. Our goal is to make Ukraine more visible and trusted globally. That’s how the entire value chain — producers, exporters, buyers — can grow stronger together.

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