Ukrainian supermarkets welcome veteran products: a promising solution for empowering entrepreneurship

The Ministry of Veterans Affairs of Ukraine has launched a project called "Created by Defenders," which has the potential to be a valuable resource for supporting veteran entrepreneurs by helping them overcome current obstacles and bolster their presence in the market.

Rubryka provides details.

What is the problem?

When veterans embark on their entrepreneurial journey, they encounter various challenges, just like any newcomer in the business world. One obstacle they face is breaking into major markets or supermarkets, as they often lack connections and expertise in effectively promoting their products.

What is the solution?

^{Photo: Ministry of Veterans Affairs}

The Ministry of Veterans Affairs has decided to assist defenders in promoting their products. To achieve this goal, the ministry has introduced the project "Created by Defenders," which aims to increase the visibility of veteran-made goods in the Ukrainian market.

How does it work?

Created by Defenders, a brand under the Ministry of Veterans Affairs of Ukraine, was established to boost the recognition and popularity of goods made by veteran entrepreneurs. This initiative strives to support the growth of veteran businesses.

"In addition, with the "Created by Defenders" program, we emphasize the social mission and patriotic component of veterans' products, which gives them a competitive advantage among consumers who support national production and veterans. In general, the project has the potential to become a powerful tool for supporting veteran entrepreneurship, overcoming existing barriers, and strengthening their position on the market," the Ministry of Veterans Affairs commented for Rubryka.

^{Photo: Ministry of Veterans Affairs}The newest brand's merchandise was recently stocked on the shelves of Auchan, the capital's hypermarket. These products are either created by experienced business owners or their family members. Currently, the store features items from two veteran enterprises.

• "FAMEBERRY" is the biggest maker of organic dogwood products in Ukraine and Europe. The family of Danylo Olshanskyi, a fallen hero, started the production. After his passing, his parents moved the business from the temporarily occupied city of Tokmak, which is now being developed in Zaporizhzhia. The Olshanskyi family was the first to support the Ministry of Veterans and now proudly displays the "Created by Defenders" label on their products.

• "Vohniar" is a renowned Ukrainian hot sauce brand that offers over 20 delicious flavors made from locally grown and processed hot peppers in the greenhouse in the Zhashkiv district of Cherkasy region.

According to the Ministry of Veterans Affairs, more will come. After all, the products and services developed by veterans span a wide range, from professional medical services to the production of coffee, clothing, and other goods.

 "Often veterans manufacture various products, such as clothing, accessories, tactical equipment, and specialized inventory. They may also open coffee shops and restaurants or produce craft foods like pastries and local delicacies. Some veterans use their experience and medical knowledge to offer rehabilitation services to both military and civilians. Others are starting IT companies or creating technology solutions, including projects for the military and civilians. This allows many former soldiers to transition into civilian life, find fulfillment, and achieve financial independence. As a result, they significantly contribute to the country's economy," the ministry's press service said.

^{Photo: Ministry of Veterans Affairs}

"The Ministry of Veterans Affairs is taking its first step towards scaling, and this is a significant demonstration of state support for veteran entrepreneurs. The government is not just making promises but taking tangible actions to help these businesses enter the market, establish a respectable presence, and become competitive players. This contribution from large corporations is crucial in supporting small ones. I am confident that this synergy will produce positive outcomes. Therefore, I encourage veteran producers to join this project, businesses to offer their assistance and support, and consumers to purchase goods from those who have defended our nation," the Deputy Minister of Veteran Affairs of Ukraine, Maksym Kushnir, urged the consumers.

Does it really work?

The project initiators aim for as many products and examples as possible. Veteran products can be highly competitive, and they have already demonstrated this in the Ukrainian market.

Right now, the Ministry of Veterans Affairs is in the process of expanding the project. According to the department's press release, they have begun collaborating with Auchan, but this is just the start. They are currently negotiating with other supermarket chains such as Silpo, Epicenter, ATB, and the WOG gas station network. The Ministry of Veterans Affairs has already signed a memorandum of cooperation with the Epicenter hypermarket chain and is currently finalizing some technical details. Additionally, they are still collecting applications from those interested in selling their products in this retail network.

The Ministry invites veteran producers who have not yet joined the project to submit an application and a list of documents through email to obtain the right to use the "Created by Defenders" brand. Instructions on how to do this correctly can be found on the Ministry of Veterans Affairs website, which provides a detailed description of participation qualifications, required documents, and submission locations.

"The main thing, as in every business – don't be afraid to start, don't be afraid to ask for help or advice. We are ready to support a veteran at every stage; the Ministry of Veterans, together with the "Ukrainian Veterans Fund," is constantly working on the development of new programs to make the return of ex-servicemen to peaceful life as comfortable and fast as possible," the Ministry of Veterans Affairs of Ukraine reports.

Even more useful solutions!

^{Photo: Ministry of Veterans Affairs}

"Veteran entrepreneurship is gratitude and support, not preferences. Defenders of Ukraine deserve our incentives and tools for developing their own business," the Ministry of Veterans emphasizes.

The ministry's press service would like to remind everyone that the "Ukrainian Veterans' Fund" is available to assist veterans with their business ideas. The fund offers multiple programs to support veterans and their family members, including those evacuated. For instance, a microfinance program can provide up to 20 thousand hryvnias for the integration of veterans and their families. Additionally, there is a financial support program for "WORTH" projects, where veterans, their families, and NGOs focused on supporting veterans can receive a non-refundable amount ranging from 500,000 to 3 million hryvnias.

For reference:

As Rubryka wrote, a map of veteran-owned businesses was created in Lviv. The interactive map already features 34 cafes, shops, and workshops owned by veterans or their relatives.

Since the start of the "Own Business" grant program specifically for veterans, 500 combatants and their family members have already been selected as recipients. In total, they will receive grants worth UAH 220 million.

A study by Work.ua also reported that since the beginning of this year, the number of vacancies for veterans in Ukraine has increased by 82%, but management positions remain rare.