Labor Tribune, July 10, 2026, 11:39

For the domestic economy, it is extremely important that citizens buy their own goods first and foremost. But it is not so easy to get the buyer to vote with their ruble for domestic goods. This requires a nationwide campaign to promote domestically produced goods.

From the empty shelves of the 1990s to complete abundance. From irons to BELAZ trucks. Never in the country's history has so much product been produced as now. The share of domestic goods sold today is almost 55%. For food – 74.5%, non-food group – 35%. Competition is high, and the choice and final seal of quality belong to the buyer.

"Buy yours!", "Ours is more reliable!", "Ours is tastier!" – these are not just catchy slogans. They are a choice that makes the country's economy work, and "consumer patriotism" is a time-tested global practice.

The "buy your own" strategy made China the world's second-largest economy; with the slogan "Ours is better," the German auto industry drove its way into the list of national pride; the chant "Buy local, eat fresh" saved Canada's agricultural sector from collapse; and the "buy American" sentiment stopped the economic downturn and the 2008 financial crisis in the United States. Samsung, LG, Hyundai, Sony, and Toyota are global corporations that grew precisely on consumer patriotism.

You buy products from a national producer. The money stays in the country; it goes to the national producer, who, by investing in its own development, can enter other markets, earn foreign currency, and bring it back to the state, which will then spend that money on social programs and support for its population, among other things.

One way or another, consumer patriotism, like patriotism in general, cannot be imposed. It is appealed to not with loud slogans but with quality goods. And at an enterprise that is a hundred and fifty years old, they know exactly the "company secret" that appeals to customers.

Natalya Manko, head of the production laboratory at the Krasny Pishchevik enterprise: "On automated lines, the zefir itself does not turn out the same in its organoleptic and quality properties. Zefir dried on special boards, developed according to our old recipes, has a completely different taste. We add 100% apple puree. Very often nowadays apple puree is replaced with dry powders. Confectionery glaze is not used at all. We use only natural chocolate."

The taste of childhood, a healthy sweet, and the most sought-after Belarusian souvenir. The production of classic zephyr is incredibly labor-intensive. But losing quality, and thereby customer trust, is more costly than anything.

Igor Kisel, director of the Krasny Pishchevik enterprise: "This cannot be replaced by mechanization. It is not an option for us to chase volume and lose quality in the product. The geography of supplies is 15 countries around the world. In total, about 400 product items. We grew by 114% in product sales compared to last year's level."

The algorithm "Belarusian equals quality" successfully works for the country's economy. Here it is – the simple arithmetic of patriotism: "I buy Belarusian" – I invest money in my own enterprises, and they develop and return dividends – in action. Last year, food exports brought a record income of 10 billion dollars. From food security to import substitution and technological sovereignty.

Just a couple of decades ago, many beauties would only smile condescendingly at the phrase "Belarusian cosmetics" and continue dreaming of foreign jars and tubes. But now Belarusian lipsticks and creams are a strategic reserve of beauty and youth not only for our fashionistas. The turnover of this enterprise is 2.5 million products per month.

Dmitry Syomochkin, sales director of a decorative cosmetics manufacturing enterprise: "In 2026, we grew by 50% in turnover compared to the same period in 2025. Belarus accounts for only 25% of total turnover. Next comes Russia; there are distributors in the Persian Gulf countries, Saudi Arabia, and the CIS countries. We are finalizing negotiations with a UK distributor. We are now producing analogues of products that are four times more expensive."

Buying your own product is an investment in the country. And the ruble that returns and goes toward developing your own industries is a powerful insurance against sanctions.

Ivan Vezhnovets, First Deputy Minister of Economy of Belarus: "Over the year, we produced more than 29 billion US dollars' worth of import-substituting products. That is 6 billion more than in 2024. In the first quarter of 2026, we produced 10% more import-substituting products than in the same period last year. This is a good result, a good start to the year."

The formula of patriotism also includes state support for domestic producers. From preferential rental of premises to development loans. In this direction alone, 35 import-substitution projects are ready for implementation today. The volume is more than a billion rubles. And support for purchases with ongoing support – a whole system.

ont.by