"Vitebsk Products" should become a retail chain for the region's producers

In the future, each of the four agro-industrial integration structures being created in the Vitebsk region will have its own retail network for selling its own products. Therefore, the recent decision to transfer the shares of Vitebskiye Produkty OJSC to the trust management of the state association Vitebsky Confectionery "Myaso-Molochne Produkty" is designed not only to revitalize a problematic asset but also to ensure direct access to consumers for the products of the Dvina region's manufacturers.

This was discussed on October 14 during a working meeting between Nikolai Sherstnev, Chairman of the Regional Executive Committee, and the management of the concern and Vitebsk-Myasomolprom OJSC (pictured), which acts as the managing company of the retail enterprise. The meeting took place at Store No. 12 on Frunze Avenue, formerly known as Kolos. Using the example of this facility's operation, the head of the region familiarized himself with the current situation in the chain and assessed the first steps taken by the new management team to bring customers back to Vitebskiye Produkty.

Despite the early hour, the store was bustling with activity. Nikolai Sherstnev paused at the entrance to talk with a group of women, mostly from nearby houses, who were concerned about the fate of their favorite store. The head of the region took the opportunity to promote the adopted decision directly among those who use the store daily, explained in detail the prospects for the revival of the chain, and invited everyone to shop.

According to Nikolai Sherstnev's assessment, the dire situation at the enterprise was a consequence of the negligence, illiteracy, and unprofessionalism of its managers. After analyzing possible ways to essentially save the asset, it was decided to transfer it to a powerful production structure capable of saturating the shelves with high-quality and in-demand products. Moreover, the creation of agro-industrial integration structures is aimed, among other things, at increasing the competitiveness of goods by reducing their cost.

– Today, a wide assortment and attractive price are the most important things for customers. This is capable of

ensure the "Meat and Dairy Products" concern, so I have no doubt about the correctness of the decision made," emphasized the head of the region. "Vitebsk Products" should become a network of producers from the Dvina region, which should be supplemented only with goods not produced in the region.

Today, a network of approximately 50 stores has already been formed under the Orsha integration structure. According to Nikolai Sherstnev, Vitebsk will have a trading network of a similar number of facilities, and subsequently Polotsk and Glubokoye. In the long term, the option of creating a single trading company under the "Vitebsk Products" brand, comprising 150-200 facilities, is not ruled out. This company will be able to confidently compete with other retailers.

During the event, the chairman of the regional executive committee set the director of OJSC "Vitebskmolprom" Valery Kasperovich and the employees of "Vitebsk Products" the task of maximizing cost optimization, establishing a clear assortment policy, and creating an effective personnel motivation system.

– We understand that it will not be easy at first, the enterprise is heavily indebted, the debt to suppliers exceeds 130 billion rubles (before denomination). We have to find working capital, invest resources in goods to win back the customer, to convince him that the stores are fully stocked," noted the **General Director of the State Enterprise "Vitebsk Concern "Meat and Dairy Products" Viktor Slavytsky**. – To achieve this, we need to work hard and show results every day. I would add that based on the results of almost a week of the trading network being part of the concern, we see that the daily revenue in some stores has tripled.

Sergey Antonov. Photo by Anton Stepanishchev. "Vitebskiye Vesti".