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At Huber’s 100-year celebration in Germany, we sat down with someone who embodies resilience, leadership, and the unbreakable spirit of farming: Yuriy Khomyn, CEO of Vita Agro, Ukraine.

Yuriy has worked in the agricultural industry since 1997, beginning with Delaval before moving on to build one of Ukraine’s most respected agri-supply businesses. What sets him apart is not just his experience — but the environment he has operated in since February 2022.

When the war began, many industries across the country shut down. Farming did not.

“Farming never stopped. Business never stopped.

And farmers are earning good money even during war.”

In regions less affected by frontline destruction, agriculture became the backbone of Ukraine’s economy. With metal industries wiped out in the east, farming now drives the country’s tax revenue, exports, and currency generation.

Yuriy also shared his deep trust in Huber’s products, calling their rubber solutions “the best in the world” and appreciating the security of working with a 100-year-old company. For him, reliability matters — especially in a country where unpredictability has become the norm.

Of course, the conversation wasn’t all serious. Yuriy revealed his favourite tractors, from a 1939 petrol-powered John Deere he bought in Germany, to modern Kubota models for smaller farms, and Caterpillar MT865C for heavy work.

But his real message was for anyone working in the agri-supply world:

“Sell the company. Sell the product. Sell yourself.”

“People buy from people.”

It’s a philosophy that has helped him through decades of change — and one that still matters today, even in the age of AI.

As he says, the future of Ukraine is bright once peace returns:

“When the war stops, Ukraine will be a paradise for everyone.”

We’re proud to share Yuriy’s story as part of the Talk Cow, Not Bull series.

To watch the full interview, visit our YouTube channel.