Ukrainian food brands are in talks with major UK supermarkets to roll out an initiative to support the war-ridden country’s manufacturing sector.
Ucare – a coalition between Ukrainian food producers, several government agencies and retail expert FoodTech Shelf – has confirmed it is set to debut its ‘Ukrainian shelf’ initiative with Asda.
The organisation was set up to help foster relationships between Ukrainian suppliers and EU, UK and US retailers at a time when the country’s Exports sector has taken a significant hit due to the Russian invasion.
Ucare is also in talks with German discounter Aldi and US wholesaler Costco to roll out the scheme in their UK stores in the near future.
“UK buyers will soon be able to see ‘Ukrainian shelves’ in leading retail chains,” a spokeswoman for the group told The Grocer.
Ucare currently operates in European and US markets, and its displays featuring exclusive ‘Made in Ukraine’ products are already available in chains including Spar.
“European supermarkets had previously tried to organise Ukrainian shelves on their own, but this initiative had a point-by-point nature and was not easy to implement,” added the Ucare spokeswoman.
“We count on extensive co-operation with retail chains in the UK. Since with the abolition of customs duties on Ukrainian goods, prices have become even more attractive, and our complex solutions have simplified the process of organising deliveries and allow us to pay special attention to goods display and unique communication with the consumer.”
Some of the producers signed up to the Ucare scheme include poultry giant Myronivsky Hliboproduct, tea brand Yogoda, and dairy supplier Vista.
FoodTech Shelf will be responsible for putting together the different aspects of the displays, including shelves, banners, stoppers and price tags.
Some of the profits from the initiative would also be given to Ukrainian charities, Ucare said.
No comments yet