Mobilising companies for Ukraine: the Paulig story

07.08.2025 kl. 17:33

Now we're calling companies to participate - is your company ready to take the wheel? See contact details below!

In spring 2024, when Russia’s full-scale war on Ukraine entered its third year, Finnish entrepreneur Eduard Paulig and his partner Sabina found themselves glued to the news, hearts heavy with the feeling that something had to be done. “The situation had become unbearable,” Eduard recalls. “We felt the strong need to do something tangible.”

Scrolling on Instagram had already revealed glimpses of Caravan to Ukraine - a grassroots convoy project that buys sturdy second-hand vehicles in Finland and Sweden, fills them with urgently-needed aid and drives them straight to Ukraine. “No bureaucracy, no overhead -just wheels on the road and help delivered,” says Eduard. That transparency convinced him to contact Caravan’s founder, journalist Magnus Londen.

Mobilising capital - and family spirit

Eduard manages The English Tearoom, the Paulig family’s investment company, and he quickly rallied the family and the firms along. In June 2024, fourteen volunteers set off in a fleet of nine vehicles - Eduard’s van, nicknamed Proud Mary, was one of them.

1,500 kilometres that changed everything

The farther south they drove, the realities hit home. Entering Lviv, the absence of able-bodied men on the streets was stark; most were at the front. A captain on brief leave met the team, grateful for the support, and explained what his daily realities were. “Handing over the keys to the local aid organization E+, which delivers the supplies in Ukraine to where they’re most needed,” Eduard says, “was an extremely moving moment.”

Why companies belong in the driver’s seat

For the Paulig family, business has never been only about the bottom line. Paulig Group, fully owned by Paulig family, exited Russia after the invasion, sacrificing revenue to stay true to its values. “Some things should simply not be tolerated,” Eduard notes. “By helping Ukraine, we defend both humanitarian principles and the very ecosystem that lets companies flourish. A liberal democracy is the best soil for commerce, too.”

He sees three reasons companies should join the Caravan to Ukraine:

Direct impact, zero dilution. Donations turn into vehicles and gear – no overhead costs.
People grow through purpose. Volunteering flips war-time helplessness into hands-on agency and empowerment.
Long-term vision. An independent, democratic Ukraine secures a stable, open Europe - good for people and for business.

“Business and people thrive where freedom thrives.”
– Eduard Paulig

A call to fellow entrepreneurs

“Even if the war ended today, help will be needed in Ukraine for a long time still,” Eduard says. “In business, we all glance at the numbers. But our real duty is to the world those numbers inhabit. Whatever form your company’s contribution takes, find your way to help. If you join the Caravan to Ukraine convoy, the journey will challenge you - but you will return having grown immeasurably as a person.”

Will your company take the wheel?

Now, a special Caravan to Ukraine campaign launches, rallying businesses. This is your company’s chance to make a concrete impact. Ukraine’s defenders are waiting - and so is the opportunity to show what responsible business leadership truly looks like.

You can participate in a very concrete way - even drive the Caravan to Ukraine with us and hand it over to our trusted local partners at E+ personally, if you want. Donate a lump sum, engage your staff in events/campaigns, or create a fundraiser, we will help you along the way - also with communications, if you so wish. All donations will be turned into vital equipment, personally delivered direct to Ukraine with zero admin cost - and only equipment Ukraine is asking for.

Get in touch with Jan or Markus if you're based in Finland, or with Per if you're in Sweden. We're happy to hear from you – come join the Caravan!