An interview by Magdalena Fabiańska, Management Board Office & PR Manager at Canagri, with Nelya Timoshchuk, Export Manager at Kerbl East.
In today’s shifting geopolitical landscape, companies engaged in international trade must continuously adapt their export strategies. In this article, Magdalena speaks with Nelya – Export Manager at KERBL EAST – who has been coordinating sales across Eastern Europe, the Caucasus, and Central Asia for many years. She shares her insights on the key export challenges in 2025, the company’s expansion plans, and the evolving logistics of operating in high-risk markets.
Magdalena: How did your journey with the company begin?
Nelya: I have been with Kerbl East since 2018. My early days were quite challenging, as at that time the Export Department of KERBL EAST was only minimally connected with its sister company, Canagri. Practically all activities—sales, purchasing, product file management, logistics, and accounting operations—were handled by a very small team. Today, the Export Department focuses strictly on international sales, while the remaining areas have gradually been taken over by the appropriate departments at Canagri.
Magdalena: What are the most important challenges in export today?
Nelya: Right now, the biggest challenge is geopolitical uncertainty. Political tensions and global instability remain the main risk factors influencing export planning in the region—particularly the situation in Eastern Europe: the war in Ukraine and export restrictions resulting from sanctions imposed on Russia and Belarus. All of this complicates operations within the territories managed by KERBL EAST—Eastern Europe, the Caucasus, and Central Asia.
Magdalena: In which countries do you operate? Where is it most difficult and why?
Nelya: Our company manages sales in the Baltic countries—Lithuania, Latvia, and Estonia— as well as in Ukraine; in the Caucasus—Georgia, Armenia, and Azerbaijan; and in Central Asia—Kazakhstan, Uzbekistan, Kyrgyzstan, Turkmenistan, and Tajikistan.
The most difficult markets are those in Central Asia. Before Russia’s aggression against Ukraine, shipments to these countries were transported through Russia and Belarus. However, because sanctions now also apply to goods in transit, this route has become inefficient. More than 50% of goods are affected by sanctions. The alternative route, bypassing Russia and Belarus, is several times more expensive and considerably longer, and the proximity of China further intensifies competition in these markets.
Magdalena: What are KERBL EAST’s plans for expanding its export activities in the near future?
Nelya: Expanding our team with new representatives will support cooperation with local distributors and business partners who have an established presence in their markets and understand local specifications and requirements.
We focus on targeting markets with stable demand: in Eastern Europe, these are primarily the Baltic countries, and outside Europe—for example Georgia, where the need for high-quality agricultural products remains consistently strong.
Magdalena: Which new international markets do you plan to enter?
Nelya: Our export strategy is based on market penetration, which enables organic growth and strengthens our position. Our priority is intensive development within existing markets that we already know well. This allows us to better tailor our offer to local needs, optimize logistics, and maximize the value we deliver to customers.
Magdalena: What innovations are you implementing to improve export processes and increase efficiency?
Nelya: We are implementing digital technologies that support export process management—document handling, logistics, and order tracking. We are also developing a B2B e-commerce platform for our international customers, which simplifies the ordering process and broadens our reach.
Magdalena: Could you share some advice for those who want to build a career in export?
Nelya: First of all, it is essential to build a strong knowledge base. Beyond academic education, it’s crucial to understand practical aspects such as Incoterms, customs regulations, and document management. Unpredictable situations are unavoidable in export—flexibility and problem-solving skills are indispensable. Customs delays or transport difficulties require quick and effective responses.
Export is also about working with people from various cultures and with different communication styles. Negotiation, communication, and relationship-building are key— and the best way to develop these skills is through practice and openness to other perspectives.
