The promotional campaign “Organic September”, aimed at promoting Ukrainian organic products through Ukrainian retail chains, ran from 1 to 30 September 2026. The campaign reached more than 1.3 million digital impressions across the digital channels of the three retail chains. It was implemented with the support of Switzerland within the Swiss-Ukrainian Programme “Higher Value Added Trade from the Organic and Dairy Sector in Ukraine” (QFTP), and organised by Organic Initiative Public Association in cooperation with the Silpo, WINETIME and VARUS retail chains.
The campaign aimed to raise consumer awareness of organic products, their benefits and how to identify certified organic products, while also encouraging sales growth. Each retail chain tailored its communications to its target audience, using social media, websites, mobile applications and other communication channels.
Silpo combined educational content across its digital channels with the display of information materials in 40 stores. The chain also ran radio advertising and advertisements on in-store screens. The offline element of the campaign included a tasting event featuring organic products from five Ukrainian producers, held on 20 September at the Silpo store at 24 Verkohliada Street in Kyiv. The participating producers were Organic Original, LLC ( Ekorod TM); Food for Thoughts, LLC; Danube Agrarian, LLC; Molfar Eco, LLC; and Staryi Porytsk, LLC.
Silpo took part in the Organic September promotional campaign for the second time, having previously organised a range of promotional activities in 2023.
WINETIME and VARUS joined the campaign for the first time. Both retail chains expanded their communication on organic products across digital channels and improved how these products are presented in their online catalogues. They introduced a dedicated “Organic Products” category and enhanced their search filters, making it easier for customers to find organic products.
A tasting event was also held at the WINETIME store in Kyiv at 1E Mykoly Bazhana Street on 19 September, giving customers the opportunity to taste organic products from three Ukrainian producers: Organic Original, LLC (Ekorod TM); Food for Thoughts, LLC; and Danube Agrarian, LLC.
According to data provided by the retail chains, the number of units of certified Ukrainian organic products sold at WINETIME increased by 26.3% in September 2026 compared with September 2025. At VARUS, the number of units of Ukrainian organic products sold across the product categories analysed increased by 16.5% over the same period.
In addition to consumer-focused activities, a pilot training session for WINETIME employees is planned for November as part of the campaign. With Swiss support, the Organic Initiative Public Association will deliver a dedicated session to help the retail chain’s team develop a better understanding of the organic product category, learn how to identify certified organic products and communicate more effectively with customers.
The “Organic September” promotional campaign demonstrated the potential of cooperation between the organic sector and retail businesses to raise consumer awareness of organic products and improve the visibility of certified Ukrainian products on retail shelves.
Further information about the campaign and the results of activities carried out by each retail chain is available on the Organic Initiative website.
The “Organic September” promotional campaign was implemented by the Silpo / VARUS / WINETIME retail chains and the Organic Initiative Public Association, with the support of Switzerland within the Swiss-Ukrainian Programme “Higher Value-Added Trade from the Organic and Dairy Sector in Ukraine” (QFTP), implemented by the Research Institute of Organic Agriculture (FiBL, Switzerland) in partnership with SAFOSO AG, Switzerland.