Rosselkhozbank and the Magnit retail chain signed an agreement aimed at supporting and promoting farm products in chain stores. As part of the joint work of the bank and the retailer, pilot projects have been launched in the Tula Region and the Krasnodar Territory, which enabled Rosselkhozbank's clients - small local farms - to sell their products in the Magnit network.
Cooperation of the parties to the agreement will allow the project participants to receive assistance in promoting products in the chain's stores not only within their native region, but also at the federal level. "Magnit" provided the bank with criteria for farms, whose products will be sold in the chain's stores. Rosselkhozbank, in turn, selected producers among its clients according to these criteria, and also helped them conclude an agreement for the supply of farm products to the retail shelf of the store in the pilot regions.
In addition, information support will be provided to local producers, in particular, in the design of advertising materials and in marketing campaigns. Magnit also plans to organize training seminars for farmers, where specialists will be able to answer topical questions from producers about working with the network and help in solving various issues.
The first deliveries of products from Rosselkhozbank customers in the Tula Region and Krasnodar Territory to the shelves of the Magnit stores began at the end of December. The basis of a wide range of products is dairy products - drinking yoghurts, sour cream, butter, cottage cheese, kefir, soft, pickled and hard cheeses, as well as cheese with mold. Today, farm products are presented in four Magnit Family supermarkets - in Tula and Kropotkin. In the near future, it will appear on the shelves of 12 more stores in the Krasnodar region - in Krasnodar, Armavir, Kurganinsk and Labinsk.
“Rosselkhozbank has been cooperating with farms for 20 years. During this time, we have thoroughly studied the needs of our customers and understand how difficult it is for small farms to come out with their products to a wide consumer. Cooperation with chain stores, in particular with Magnit, gives them this opportunity. We are glad that now Magnit's clients can appreciate the quality and benefits of environmentally friendly products of Russian farmers, ”said Tatyana Pantelkina, Director of the Department for Development and Support of Corporate Business of Rosselkhozbank.
“For small local manufacturers, working with the federal network means promoting products through established and reliable sales channels, increasing demand for goods and increasing brand awareness. We are interested in expanding the assortment and are always open to cooperation with new manufacturers, whose way to our stores can be opened by a joint project with the Russian Agricultural Bank. This is a good impetus for the development of farms, increasing the volume of their production and entering new markets. We are ready to work across the entire geography of the network, without limiting the number of participants. Our main condition is the customer's interest in the product, ”commented Mikhail Gavrilov, director for operational format management of category management at the Magnit chain.
The bank intends to further develop relations with retail chains. For the convenience of all parties and to speed up the process of getting farm products on store shelves, Rosselkhozbank plans to use the digital services it already has. In particular, on the basis of the Own Farming platform, each farmer participating in the platform who is interested in cooperation with large retailers will be able to send an application and a commercial proposal for the supply of his goods directly to the trading network. This will be the second step in the development of relations between the bank and retail chains to promote farm products. At the same time, through the Svoe Native platform, the farmer has the opportunity to sell his products online.
The retail network "Magnit" also regularly cooperates with more than 5 thousand partners, about half of which are regional. “Magnit”, together with small local producers, is constantly looking for new formats of interaction. The retailer pays special attention to popularizing local goods and brands by developing cooperation with new local suppliers and maintaining contacts with existing ones, constantly increasing their range and expanding the coverage of the geography of supplies. Over the years of cooperation, many of them, together with the network, were able to reach the federal level, increase turnover, and significantly increase production.