The Ukrainian agricultural sector is one of the key pillars of the national economy, providing a significant share of the country’s export revenue. However, the industry now faces unprecedented difficulties driven by geopolitical challenges that demand rapid adaptation and the implementation of innovative solutions to ensure stability. Among the most pressing issues are the reduction of production capacity, a decline in planted acreage, restricted logistics, and unstable sales markets. At the same time, Ukrainian farmers continue to demonstrate remarkable flexibility and capacity for innovation, which allows them to remain competitive under new conditions.
Over 11 years of operation, DroneUA has gained unparalleled expertise in robotics and in shaping effective strategies for agribusiness development — having built from scratch one of the fastest-growing and largest agri-drone integration markets in Europe. It was with the company’s unmanned systems that farmers first ventured into the fields for agro-monitoring and scouting. All of DroneUA’s achievements have contributed to the creation of one of Ukraine’s most recognized tech brands — a reflection of its major role in advancing the global technological ecosystem.
As such, Valerii Iakovenko, Co-founder and Managing Partner at DroneUA, expert on drone applications for the UN FAO, and Co-chair of the Agriculture Committee at the Pennsylvania Drone Association, together with Oleksandra Afanasieva, Strategic Communications Advisor at DroneUA, Co-founder and CEO of BEETLESS, and also Co-chair of the Agriculture Committee at the Pennsylvania Drone Association, have authored an article for Marketing & Advertising magazine — a special issue focused on agricultural marketing in today’s realities.
Innovation as the key to agribusiness adaptation
One of the most effective approaches to overcoming current challenges has been the advancement of technology — particularly drones. The use of unmanned technologies for crop monitoring, fertilizer application, and plant protection enables agricultural enterprises to improve operational efficiency and reduce production costs. Technological solutions such as spraying drones from DroneUA are actively used to ensure rapid response to changing weather conditions and market demands, significantly reducing the time required to treat large areas.
Marketing as a response to challenges: new strategies — new opportunities
In response to geopolitical challenges and shifts in the economic environment, agricultural enterprises have been forced to reassess their marketing strategies — focusing on new sales markets and quickly adapting to changes in demand. This enables them to maintain competitiveness and ensure business stability. As a result, successful companies are adjusting by targeting European and other international markets, including reorienting their distribution channels — creating new opportunities for agricultural exports.
At the same time, digitalization and the use of online platforms have become key tools for farmers seeking not only to expand their reach in foreign markets but also to maintain stability in domestic distribution channels.
Changes in the agricultural landscape have also led companies to rethink their approach to building business relationships. Increased attention to B2B communication is helping agricultural enterprises establish new partnerships both internationally and locally. Overall, this opens the door to creating more resilient supply chains and enables business expansion even in conditions of limited resources.
One key area is the growing importance of branding itself. Agricultural companies are increasingly recognizing the need to build a strong brand to enter new markets, especially in the B2B sector. Developing a unique value proposition and communicating core company values — such as sustainability, technological advancement, and environmental responsibility — are becoming essential to gaining the trust of business partners. Equally important is an increased focus on service and the development of long-term partnerships.
In response to current challenges, businesses have been compelled to intensify their efforts in reputation marketing. Among the key strategies are increasing transparency in business processes and being open to potential partners. This is especially important in international markets, where trust and company stability are critical factors in supplier selection. Reputation marketing enables Ukrainian agricultural companies to maintain stability even during difficult times. Enterprises are actively investing in building a positive image, widely leveraging certifications that meet international standards for quality and food safety — a crucial factor in remaining competitive in European markets. In turn, this supports the development of new business initiatives and attracts international investment.
The technical perspective — the use of unmanned technologies
The authors of the article — Valerii Iakovenko and Oleksandra Afanasieva — emphasize the crucial role of unmanned technologies in helping agribusiness adapt to new conditions. They highlight that in an environment of constant change and uncertainty, it is innovative solutions that enable enterprises not only to endure challenges but also to discover new opportunities for growth. Thanks to drones, farmers can quickly access accurate data on the condition of their fields, allowing them to respond promptly to changes and make informed decisions. In addition to traditional agricultural uses such as crop monitoring, drones can also be deployed for delivering product samples, conducting market analysis, and testing new markets.
Drones also enable agricultural companies to integrate new business models for entering international markets, maintaining effective communication with global partners by sharing field data and results without the need for physical presence. This opens up new opportunities for exporting agricultural products, even under current conditions.
A major growth vector is the potential to attract investment into the agricultural sector. In times of economic instability and global challenges, such technologies become appealing to international investors, as they contribute to greater efficiency and reduced risk. Investing in drone systems and other innovative technologies is part of a broader strategy for agri-enterprises focused on sustainable development and adaptation to a rapidly changing business environment.
The role of international support and new business models
International support has become a crucial factor in sustaining and developing agricultural business in Ukraine. One of the key aspects is funding and grant programs that help Ukrainian farmers implement innovations within their operations. These initiatives create opportunities for investment in new technologies — including drones — which have already proven effective in increasing the precision of agricultural production and reducing land treatment costs.
With the support of international organizations such as USAID, the European Investment Bank, and the Food and Agriculture Organization of the United Nations (FAO), Ukrainian agri-enterprises are able to carry out modernization projects, particularly through digitalization and automation. Investment in cutting-edge technologies — including drone systems for precision farming — not only improves efficiency, but also reduces the use of chemical fertilizers and pesticides, which is a critical aspect of sustainable development.
International organizations also provide technical support tools, which include consulting, training, and access to new technologies. For example, FAO technical assistance programs offer training for farmers on how to use new technologies and implement effective agribusiness management practices. At the same time, these programs help create partnership networks that enable farmers to access new markets and attract additional funding. The development of such international collaborations has become an important tool for ensuring the sustainability of the agricultural sector and its integration into global economic chains.
Investments in unmanned technologies, automated farm management systems, and other high-tech solutions make it possible to establish new business models — not only optimizing production, but also improving working conditions for farmers, reducing dependence on traditional resources, and introducing digital platforms for product sales.
Ukrainian agribusiness is demonstrating impressive resilience and adaptability, leveraging advanced technologies and innovative strategies to ensure both stability and growth. From major steps in digitalization and automation to the implementation of high-tech solutions for precision farming, agricultural producers are not only successfully adapting to current conditions — they are also opening up new horizons for growth.
Today, agribusiness stands at a crossroads of significant transformation, and given the global challenges facing the world, Ukraine’s agricultural sector has every opportunity not only to maintain its leadership but to significantly strengthen it on the international stage.
