Learning to Communicate Your Value: How a Family Brand Grew Fourfold After Joining the Accelerator
A year ago, Dariia Sendziuk and her husband launched a small cold-pressed oil production workshop in Kamianets-Podilskyi. They invested their own savings in equipment, grew part of the raw materials themselves, travelled to local markets, and tried to explain why their products were different from dozens of other options on the market.
The biggest challenge, however, was not production itself. The real difficulty was finding the right customers, communicating the value of the product, and learning how to tell its story in a way people could understand.
Today, RID OIL is a family-owned artisan producer of natural cold-pressed oils. Since its launch, the brand has served around 2,000 customers, built a base of 100–150 loyal regular clients, and received more than 500 repeat orders.
A Business Rooted in Family History
The idea for the business was born from family tradition.
Dariia’s great-grandparents used milk thistle oil throughout their lives, while her father has relied on various natural oils for many years. It was he who encouraged Dariia and her husband to start their own family business.
The couple purchased production equipment, studied cold-pressing technology, began working with raw materials, and gradually entered the market. Some crops are grown on their own land, while additional ingredients are sourced from local suppliers.
RID OIL produces its oils in small batches without refining, additives, or chemical processing. This approach preserves freshness and the natural properties of the product while allowing the team to control quality at every stage—from selecting raw materials to bottling the finished oil.
Among the workshop’s flagship products are black cumin oil, pumpkin seed oil, and flaxseed oil. In addition, the team has expanded into gift sets, spices, and signature seasoning blends.
From a Good Product to a Clear Business Vision
Dariia joined the Impact Projects Accelerator by the Platform for Social Change almost by accident. She came across the application form and decided to apply without any particular expectations. After the very first module, however, she realised she did not want to miss a single session.
Having already completed a Master’s degree in Economics, she was especially impressed by how the programme explained complex business concepts in simple language and immediately translated them into practical tools.
One of the most transformative modules focused on business mission and value proposition. Before joining the Accelerator, Dariia struggled to clearly explain why RID OIL existed and why customers should choose their products. During the programme, she began looking beyond the bottle itself and discovered a broader purpose: promoting healthy nutrition, preserving family traditions, supporting local producers, and building trust between producers and consumers.
Today, RID OIL’s mission is to make natural everyday products more accessible while promoting a culture of healthy eating through local family-based production.
The Changes Began During the Programme
Dariia recalls attending every module with her phone in hand, constantly sending new ideas to her husband. The team did not wait until the programme ended—they started implementing changes immediately.
They expanded their assortment by introducing more than 50 varieties of spices and signature blends, invested more effort into social media, improved brand presentation, and began telling the story behind every product. Their communication also became much clearer. Instead of making general statements about health benefits, they started explaining what makes cold pressing different, how each oil can be used, and why it matters to know who produces your food.
This approach became the foundation of their relationship with customers. Today, RID OIL focuses on personal communication, educational content, behind-the-scenes production stories, and helping people choose oils that best fit their needs.
Growth That Can Already Be Measured
According to Dariia, the business achieved more during the three months following the start of the Accelerator than during the previous nine months combined. During that period, the workshop generated approximately four times more revenue than throughout its entire previous operating period.
The company’s current results demonstrate steady market demand:
- around 2,000 customers served since launch;
- 100–150 loyal regular customers;
- more than 500 repeat orders;
- more than 25 positive customer reviews;
- an average order value of UAH 350–600;
- monthly revenue ranging from UAH 10,000 to 50,000, depending on the season;
- partnerships with 2–5 local businesses, including specialty shops, cafés, and retailers.
The company’s primary sales channels remain Instagram, customer referrals, farmers’ markets, and partner retail locations.
When Participants Become Partners
One of the most valuable outcomes of the Accelerator for Dariia was the network she built during the programme.
There she met Daryna Kmetiuk, founder of the family business Bo Smachno. What began as a simple introduction between two participants gradually evolved into both a business partnership and a friendship.
Today, RID OIL products are available in the Bo Smachno store alongside other locally made products. For RID OIL, this partnership represents not only an additional sales channel but also proof that local businesses can strengthen one another rather than compete.
More Than a Product—Changing Everyday Habits
Throughout the programme, Dariia also began viewing the social impact of her business differently.
RID OIL serves people who care about healthy nutrition, families with children, individuals with dietary restrictions, as well as a small segment of cafés and restaurants. The company does more than sell oils—it educates customers about the differences between industrial and artisan production, explains how to use each type of oil, and highlights the benefits of cold pressing.
To date, around 2,000 people have tried RID OIL products, while 100–150 loyal customers continue returning for new purchases. The business has already received more than 500 repeat orders, demonstrating a high level of customer trust and loyalty.
At local markets, the team regularly meets people who have spent years searching for high-quality milk thistle, black cumin, or sesame oils. Customers often share stories about their grandparents and traditional foods that once played an important role in Ukrainian family life.
These conversations helped Dariia realise that RID OIL sells much more than oil. The business helps people reconnect with family traditions, rethink their eating habits, and become more conscious about where their food comes from.
Supporting the Local Economy
Another important dimension of RID OIL’s impact is its collaboration with local raw material producers.
The family business aims to develop shorter supply chains by purchasing seeds and other ingredients locally, keeping more added value within the regional economy. In the future, the company plans to cooperate with at least five local farms and purchase no less than five tonnes of locally produced raw materials annually.
These figures represent future development targets rather than current achievements, but they clearly demonstrate the direction in which the team intends to grow.
The Next Step: Scaling Production
Current production capacity no longer allows the team to fulfil all orders quickly enough. As a result, the couple plans to install an additional hydraulic press and launch production of stone-milled wholegrain flour.
Over the next 12 months, RID OIL plans to:
- attract 3,000 active customers;
- complete 1,000–1,500 orders;
- reach annual revenue of UAH 600,000–1.2 million;
- open at least five new partner retail locations;
- provide more than 1,000 people with access to high-quality natural products.
In the longer term, the team aims to supply natural products to more than 5,000 Ukrainian families every year, produce over 10 tonnes of products annually, and build a nationwide network of more than 50 partner retailers.
A Business with a Story and a Clear Direction
RID OIL still has an ambitious journey ahead. The team plans to continue expanding its spice range, strengthen its presence on social media, grow its partner network, and keep building the brand around its family story.
Dariia increasingly shares stories about her great-grandmother, her parents, the land where their crops are grown, and the people behind every bottle of oil. Because customers are not simply buying a product—they are buying trust, transparency, and a family’s story.
That is why initiatives like RID OIL deserve support. They are not large corporations but family businesses creating high-value local products, working with regional suppliers, supporting other small enterprises, and contributing to a more responsible culture of consumption.
For Dariia, the Impact Projects Accelerator by the Platform for Social Change became much more than a training programme. It helped transform a small family workshop into a business with a clear mission, a compelling value proposition, measurable results, and a realistic roadmap for future growth.
