“Genetic memory”: the nature of the buckwheat and sugar advertising campaign revealed in Buryatia

With the launch of the special military operation in Ukraine and the arrival of new sanctions in Russia, among other things, a real sugar-buckwheat hysteria began, overshadowing Covid on all fronts. “MK in Buryatia” decided to find out how things are with the sugar and buckwheat hunt in Ulan-Ude.

genetic memory

In local public and regional messenger conversations in recent weeks, they only discussed the spontaneous disappearance of sugar and buckwheat from store shelves and the sharp rise in prices for them. The Internet generates memes with sugar-hunting grandmothers, and the rest are lost and can not find a logical explanation for this behavior.

“The excitement is great. One gets the impression that grandmothers all over the country suddenly decided to make buckwheat jam – there is no other way to explain this.– laughs one of the sellers of the Ulan-Ude store.

We also asked the representatives of this age group what is the motivation for these markets. And why exactly sugar and buckwheat, and not salt, canned and sunflower oil, which would make more sense.

Absolute in Profsoyuznaya. PHOTO: MK in Buryatia.







There is such a thing as genetic memory. Often people themselves can not explain the actions of their actions. And if you think about it, everything is easier than it seems. This was passed on to us by our parents, who experienced the incredible horror of hunger during the war years.

And now, when the situation in the country or in the world heats up and potentially threatens something unpleasant, our generation instinctively begins to protect itself, in this case, to procure food and basic necessities, as it was during the pandemic. Buckwheat, for example, is very convenient to store for a long time – aphids and other living creatures do not start in this cereal, something that can not be said about others.

Why sugar? Yes, because in the war years it was a savage deficit, and we remember as children that there was no sweeter candy than a piece of refined sugar. It was just something unreal for us, on the verge of a miracle. You do not understand this and, God forbid, so that it is not needed“, – said a retired miner, the son of a veteran of the Great Patriotic War, Alexander Vasilyevich G.

When I was taking a picture of this material in one of the stores, a woman in a red beret approached me and asked me to buy five packets of sugar, as ten would not be sold to her. I refused and with sadness in her eyes she turned her cart to the cash register. The woman found a way out of the situation quickly, simply by breaking this product into two different funds.

PHOTO: MK in Buryatia







Price leaders

The day before yesterday, Ulan-Ude Town Hall celebrated the record holders for price increases for the week of March 11 to March 18, 2022. The leaders were sugar, pork, vegetables and cheese. Crystal sugar, according to statistics, has risen in price by 7.11 rubles, or 9.5%, during the week. Pork took second place in terms of revaluation rate, the cost of which jumped by 23.88 rubles, or 9.1%.

As for sugar, it is obvious that the shortage is diligently created by the people themselves, who suddenly decided to buy it at all costs. At the same time, the local government sees no objective reasons for mass purchase of the sweet product. However, the wholesale sale of sugar in Buryatia has been suspended for the time being, leaving the retailer. And due to increased demand, regional retail chains have reduced the sale of sugar per person to three or five packages.







The government stressed that there were no changes in the price of sugar. Although, after talking to the sellers of many large retail stores, we discovered that after the advertising campaign for sugar, the product has risen in price by an average of 20 rubles. And this is understandable – increased demand dictates higher prices.

People are to blame

But, as experts say, there is no real problem of sugar shortage in the country. And here the question already arises of the conscientiousness of the organizations themselves that make deliveries. For example, Viktor Yevtukhov, deputy head of the Russian Ministry of Industry and Trade, recently told the federal media that there are enough sugar reserves in Russia and no shortage is expected.

The press secretary of the head of state Dmitry Peshkov also confirmed this information and added that the advertising campaign around the food in the shops is extremely emotional.

“You do not need to run to the store and buy buckwheat and sugar. “The Russian Ministry of Industry and Trade is doing an excellent job,” Peshkov said.

However, following numerous complaints from across the country about inflated sugar prices, the Russian Federal Antimonopoly Service announced on March 17 the progress of large-scale inspections of sugar producers, retailers and intermediaries. “The lack of sugar on store shelves in some areas is due to the rushing demand, which is fueled by rogue organizations,” the ministry said in a statement.

Economists say sugar will return to store shelves as soon as the campaign around it stops.

Compare prices

Having gone through the local stores, I was convinced that the rare products from the list have not disappeared and, moreover, are in abundance, however, at increased prices.

Absolute website. PHOTO: MK in Buryatia







Titan Website. PHOTO: MK in Buryatia







Thus, 800 grams of buckwheat in “Titan” cost 75 rubles, in “Absolute” the same amount of cereal will cost 5 rubles cheaper. But in Liberty, you have to pay a little more than 120 rubles for a kilo of kernels. But this is not the limit, for example, in St. Petersburg, 1 kg of buckwheat already costs 180 rubles.

Ekaterinburg. PHOTO: @tgrussia







In Yekaterinburg, there is a lot of sugar, but at a price of 99 rubles / kg. There is no shortage, but there is greed.

Sugar is not the limit

According to the office of the mayor Ulan-Ude, potatoes, cabbage, tomatoes increased in price by 17.89 rubles, or 7.3%. At the same time, the cheese rose in price by 40.67 rubles, or 5.1%. In the corridor from 1.1% to 4.1% there is an increase in prices for vermicelli, cottage cheese, fish, milk, tea, bread, sour cream, eggs, flour and so on.

Eggs will soon become 30-40% more expensive, said the Ministry of Industry and Trade of the Russian Federation and explained that feed prices have risen sharply. Usually eggs in Russia went up in price a month before Easter, but this year everything is different and not only in price and will probably never be the same as before.

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