Britons will be able to support Ukraine's manufacturing sector while shopping at the supermarket. Food brands from the war-torn country are reportedly in discussions to sell their products in UK stores.
Ukrainian food producers and government agencies have joined up with retail expert FoodTech Shelf to form Ucare. The coalition was created to build relationships between suppliers in Ukraine and retailers in the EU, UK and US.
The Grocer reports that the organisation has confirmed it is set to debut its "Ukrainian shelf" initiative with Asda. The agreement will come as a much-needed boost to the country's exports sector which has suffered as a result of Russia's invasion.
Discussions are also being held between Ucare and German discounter Aldi and US wholesaler Costco to launch the initiative in their UK stores in the coming weeks and months. Ucare is already operational in European and US markets and its displays showcasing exclusive products manufactured in Ukraine are already available in chains such as Spar.
Poultry giant Myronivsky Hliboproduct, tea brand Yogoda, and dairy supplier Vista are among the producers on board with the Ucare scheme. FoodTech shelf will be charged with compiling the various aspects of the displays such as shelves, banners, stoppers and price tags.
Supermarkets in Europe had previously attempted to co-ordinate their own Ukrainian shelves but had encountered problems implementing the scheme, according to Ucare. A spokeswoman for the organisation added that a portion of the profits from the programme will also be donated to Ukrainian charities.
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