Lidl Ireland has launched its Eastern European Week on 29th August, offering a selection of authentic Ukrainian food and drink products for the first time in stores across the country. This new initiative follows the success of Lidl’s renowned “Tastes of the World” campaigns, which have previously featured popular themes such as Italiamo, Vitasio – Japanese Style, and Eridanous – Greek Style.
The Eastern European Week promises to deliver a unique culinary experience, showcasing the rich flavours and traditions of Ukraine with products like Dumplings with Cherry, Sunflower Halva, Creamy Honey, a selection of desserts, and more. The initiative is a result of the “European Shelves for Ukrainian Producers” project, a collaboration between Kwayga and USAID’s Economic Resilience Activity (USAID ERA).
This project was designed to help Ukrainian food and drink producers either begin or re-establish their export activities, with a strategic emphasis on developing sustainable international buyer connections to market and sell their products globally.
Kwayga played a pivotal role in this project by providing expert advice, valuable industry insights, and access to a comprehensive commercial network of European buyers.
Through Kwayga’s advanced AI-driven technology, the platform efficiently sourced hundreds of Ukrainian suppliers who were part of the program. Kwayga’s system ensured that Lidl could connect with the right producers to bring authentic Ukrainian products to their Irish stores, fostering new business relationships and securing new contracts that resulted in 25 Ukrainian products on Lidl Ireland shelves.
“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, CEO of Kwayga. “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.”
Adding a personal perspective, Alona Dekhtiarenko, a Ukrainian living in Cork, said, “I’m thrilled to find authentic Ukrainian produce available here in Ireland. It’s a comforting reminder of home and one more wonderful way to stay connected to home.”
USAID ERA Chief of Party Tim Madigan commented on the project’s impact: “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 not only recover but also to establish a sustainable presence in the global food industry.”
Lidl Ireland’s Eastern European Week showcases the retailer’s commitment to meeting the demand for authentic international experiences, all while supporting resilient producers who have navigated challenging conditions. Through its collaboration with Kwayga, Lidl has successfully leveraged AI-driven technology to discover and source the best Ukrainian products, ensuring a unique experience for its customers.
