Over 400 stores throughout the country. The branded network has become a significant sales channel for the Belarusian food industry

July 15, MINSK . More than 400 branded stores are included in the structure of Belgospischeprom, with the largest number specializing in confectionery and alcoholic products. Deputy Chairman of the Belgospischeprom concern Alexander Yakovchits told a BELTA correspondent how things stand with the development of the distribution network of Belarusian food producers and how much demand there is for domestically produced food products


on the domestic market. “We consider the strategic goals of developing the distribution network to be maintaining positions in traditional markets, expanding our presence and consolidating in promising ones. We are also aimed at ensuring the utilization of production capacities of subordinate enterprises and increasing sales volumes,” listed the deputy chairman of Belgospischeprom.

As it turned out, the concern's enterprises are actively developing such a sales channel as branded trade - a direct channel of product distribution. In total, the structure of Belgospischeprom organizations includes more than 400 branded stores, the largest number of which are in the confectionery and ALCOHOL industries. The share of enterprises’ own branded trade in 2023 ranged from 3.4% to 22.4% in the total volume of product supplies to the domestic market of Belarus. Thus, for individual enterprises, the corporate network has turned into a significant, if you believe in volumes, sales channel. An additional advantage of operating branded stores is the ability to accelerate the turnover of manufacturers' cash resources.

“In order to minimize certain negative aspects, our enterprises are developing cooperation with private entrepreneurs to increase branded trade facilities by signing franchising agreements,” explained Alexander Yakovchits. “The importance of franchising for the Belarusian economy is difficult to overestimate. For the franchisor, this is one of the fastest and effective ways to create new independent enterprises united into a single system; for franchisees it is a way to develop their own business based on a proven business model, and for the state it is an effective tool for supporting small and individual businesses, and therefore the development of the entire Belarusian economy."

When choosing a sales channel, domestic enterprises take into account many factors: product features, its target audience, geographical features and much more. In addition, manufacturers do not forget that the chosen sales channel can be changed depending on the transformation of market conditions and customer needs.

The deputy chairman of Belgospischeprom clarified that today the concern's enterprises ship their products to more than 7 thousand retail food outlets.

"Belarusian productshas always been noted for its naturalness, environmental friendliness, price and quality. The quality of Belarusian products is already a brand. Only the production of high-quality products that meet consumer expectations allows manufacturing companies to move forward, win new markets and the trust of their customers,” summed up Alexander Yakovchits.