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News of the business school

Taras Moroz, a MIM alumnus, opened the Farmer's Milk shop in a former Starbucks location in Hollywood, Miami, late last year. We caught up with him on MIM-TV to discuss the American palate, whether Ukrainian expats frequent his store for traditional cheesecakes and cakes, and the intricacies of starting a business in the U.S. Here's a summary of the main points from our conversation:
<ul type="disc">
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">The idea of starting a business in the U.S. originated before the full-scale invasion. Talks began three years ago but were delayed due to extenuating circumstances. After considering markets in Europe, including England and Poland, the decision was made to launch in America, a country to which we had previously exported dairy products. Our partners assisted in handling and clearing the first shipment, thus introducing Ukrainian ice cream, butter, and cakes in the U.S. The shipment routed through Romania and Barcelona, and it took three months by sea to arrive, including delays due to blockages.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; line-height: normal; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">Finding a suitable location for a coffee shop in Florida is challenging due to stringent standards for premises setup. Equipping a location from scratch requires an investment of about $100,000 and considerable time for design and utilities installation. Alternatively, acquiring a location from another business costs between $100,000 and $250,000. Taras was fortunate; he secured the Starbucks space vacated during the Covid-19 pandemic for Farmer's Milk.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; line-height: normal; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">Payroll is a significant expense in the U.S., costing five times more than the rent.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; line-height: normal; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">Our customers vary, but they often leave positive reviews on Google Maps. Initially, they were puzzled by traditional Ukrainian ice cream until we added proper labels to the freezers. Honey cake and Napoleon are favorites, and the cheesecakes come highly recommended. Ukrainians have been visiting since day one, and now we're attracting Americans from other cities.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">The first shipment included 200 items, but that turned out to be excessive, especially as some products spoiled or altered in texture. We're now considering narrowing our product list to 30 items and reducing the ice cream selection. Products like rye bread and nuts with condensed milk, familiar to Ukrainians, are considered delicacies by Americans.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; line-height: normal; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">There are U.S. restrictions on importing certain dairy products like yogurt and sour cream. However, other products that meet certification standards are allowed. We maintain the same recipe, technology, and quality as in Ukraine, ensuring that the Farmer's Milk products align with American standards.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; line-height: normal; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">We produce yogurt from local milk, which tastes slightly different. By adapting the technology and incorporating fresh berries, we've managed to enhance the flavor beyond similar Ukrainian product.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; line-height: normal; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">We purchased equipment from local manufacturers since adapting European technology for American installation standards would have been more costly. Although it was challenging to find equipment that matched Ukrainian standards, our partners managed to find suitable alternatives.</li>
<li class="MsoNormal" style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; line-height: normal; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">Key production roles are filled by pastry chefs who relocated from Ukraine. Our team of 16 people comprises mostly Ukrainians. Currently, Farmer's Milk is developing a franchising model in response to incoming inquiries. The franchise plan includes training teams, launching operations, adhering to standards, and supplying products directly from Ukraine.</li>
</ul>
To learn more about doing business in the United States, you can watch the recording of the broadcast here.

Taras Moroz, a MIM alumnus, opened the Farmer's Milk shop in a former Starbucks location in Hollywood, Miami, late last year

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