Walk into a LIDL supermarket in Ireland this week, and you’ll see the rich culinary flavors of Ukraine on display. Thanks to USAID’s support through the Economic Resilience Activity (USAID ERA), Ukrainian exporters were able to get products such as cherry dumplings, sunflower halva, creamed honey and more out of Ukraine and on to LIDL Ireland’s shelves.
More than 25 products are currently for sale in the international supermarket chain, brought under the USAID ERA “European Shelves for Ukrainian Producers” project, which supported Ukrainian food and drink producers to start or re-start their export activities in 2023, even amid myriad export challenges wrought by Russia’s war on Ukraine. These products are being promoted as part of LIDL’s Eastern European Week, one of their renowned “Tastes of the World” campaigns, which have previously featured themes such as Italiamo, Vitasio, and Eridanous, showcasing Italian, Japanese and Greek foods, respectively.
“I’m thrilled to find authentic Ukrainian products available here in Ireland. It’s a comforting reminder of home and one more wonderful way to stay connected to home,” said Alona Dekhtiarenko, a Ukrainian living in Cork, Ireland.
With support from ERA over eight months, Kwayga, which specializes in connecting supermarket buyers in Europe with global suppliers, held best practice webinars with 440 participants, arranged 34 commercial meetings between EU buyers and Ukrainian suppliers, and created commercial connections between 231 buyers and sellers — ultimately leading to contracts signed with major EU supermarkets, including 5 contracts signed with Lidl Ireland, 1 contract signed with Aldi Ireland for 40,000 units of honey, and 1 contract signed with a well-established honey company for 3 orders with a total value of approximately €120,000.
Kwayga is pioneering innovations in the marketplace with the use of Artificial Intelligence (AI), which they used to efficiently source hundreds of Ukrainian suppliers who became part of this project. In addition to optimizing sourcing for retail buyers, this effort has helped Ukrainian producers embrace new technologies and innovations to identify buyers for their products.
“We are very proud to have been a part of this important project and delighted to see how Kwayga’s AI-driven technology has played a role in connecting Lidl with Ukrainian food producers,” said Mike McGrath, Kwayga CEO. “This initiative not only showcases the strength of Ukrainian products but also highlights the importance of global cooperation in sustaining economies and communities during challenging times.”
Commenting on the project’s impact, USAID ERA Chief of Party Tim Madigan said,
“This collaboration exemplifies how strategic partnerships can create meaningful economic opportunities for Ukrainian producers. By working with Kwayga, we were able to connect these businesses with new markets, helping them to not only recover but also to establish a sustainable presence in the global food industry.”
Depending on the results of this week’s sales, LIDL Ireland may repeat the promotion every four to six months and potentially sign a long-term contract. Negotiations with other major retailers are also underway, providing a hopeful future for Ukrainian sellers – and more flavorful foods on shelves throughout Europe.