Maksym Bezruk, Deputy Commercial Director for Key Partner Strategy, represented Avrora at GET Business Festival 2025 — an event that traditionally brings together entrepreneurs, top managers, and thought leaders to have honest, practical conversations about business development in Ukraine. Maksym took part in the panel discussion “A Practical Guide for SMEs”, where he and other speakers explored one of the most challenging yet promising areas for entrepreneurs: collaboration between small and medium-sized businesses and national retailers.

During the discussion, participants shared their experiences, cases, and insights into the realities of the Ukrainian market, explaining what is happening “under the hood” of large retail chains and how SMEs can become true partners rather than just suppliers. Maksym emphasized transparency in cooperation, the power of data-driven decision-making, and the expectations retailers have for brands seeking to scale. His key message centered on long-term partnership instead of one-off deals: when a manufacturer understands the values of the network, and the network recognizes the potential of the manufacturer, synergy emerges — enabling both sides to grow faster.

The conversation also highlighted many practical recommendations: from preparing a strong commercial proposal to building internal processes that can support business growth. Another important topic was readiness for scaling and the culture of continuous product improvement — a factor that often becomes decisive for retailers when choosing new partners. Maksym shared his perspective on how SMEs can find opportunities within large retail networks, even amid high competition for shelf space: innovation, flexibility, fast decision-making, and an ability to listen to the consumer are the tools that truly make a difference today.