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Annually Vitmark, a leading beverages producer, purchases about 40,000 tons of fresh fruits and vegetables from small–scale farmers (more than 2,500 employees) and from about 25 large domestic agricultural suppliers in Ukraine.

Vitmark includes the poor at various points of its value chain: as suppliers of locally grown quality produce, as employees, and as low-income consumers through the offering of low-price juices. Vitmark provided training to over 600 personnel in 2008. As of April-May 2009, Vitmark – being the first in the market – already covered about 30% of sales in the lower priced segment in Ukraine.