Asda has launched a ‘Ukrainian shelf’ initiative, dedicated to Ukranian food brands in a move to support the country’s manufacturing sector, as the war against Russia continues.
A coalition between Ukrainian food producers, government agencies and retail expert FoodTech Shelf – named Ucare – has been confirmed to debut its ‘Ukrainian shelf’ initiative within the Big 4 grocer
Designed to help forge working relationships between Ukrainian suppliers and UK, EU and US retailers, the organisation comes at a critical time when Ukraine’s exports have taken a significant hit.
Some of the producers signed up to the Ucare scheme include poultry giant Myronivsky Hliboproduct, tea brand Yogoda, and dairy supplier Vista, all displaying exclusive ‘Made in Ukraine’ tags.
German discounter Aldi and US wholesaler Costco are also in talks with Ucare to roll out the scheme in UK stores in the near future.
“UK buyers will soon be able to see ‘Ukrainian shelves’ in leading retail chains,” a spokeswoman for Ucare said.
“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 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.”
In May, The International Monetary Fund boss, Kristalina Georgieva warned that Russia’s invasion and supply chain disruption has resulted in the world economy to be on the brink of a food crisis.
