Today, on the sidelines of the St. Petersburg International Economic Forum, a session entitled “Made in the Region: Import Substitution in Russia” was held, dedicated to the role of brands in the sustainable development of territories.

The successful experience of the Kola Arctic was presented by the Deputy Governor – Minister of Arctic Development and Economy of the Murmansk Region Svetlana Panfilova.

One of the most famous and recognizable brands is “Live in the North!”

"This is not just a slogan or a brand - it is an ideology, a governor's development plan integrated into all areas to improve the quality of life of northerners. The success of the brand has been confirmed at the federal level: in 2024, "Live in the North!" became the winner of the prestigious competition of growing Russian brands "Know Ours" in the special nomination "Region", - emphasized Svetlana Panfilova.

The Vice Governor gave a number of examples of successful branding of events that promote the region, noting the legendary Festival of the North. The Polar Olympics have long been the calling card of the Arctic region; this year they were held for the 90th time.

Particular attention is paid to branding of spaces. A unique network cluster "SOPKI" operates in the Murmansk region. Modern spaces for development, sports and family leisure have been created in the region since 2021 on the initiative of Governor Andrey Chibis and are very popular with northerners. More than 80 spaces have been opened in the region today, two more operate in the sponsored Primorsk of the Zaporizhia region.

Svetlana Panfilova also spoke about the regional gastronomic brand “Arctic Cuisine”, which is one of the important elements in the formation of a tourist product.

"The brands of the Murmansk Region are unique and competitive: cosmetics with active organic ingredients of plant origin - algae from the Barents Sea, products with a northern flavor, climate and designer clothing, fish skin products in the Sami style, Arctic souvenirs. We see how our entrepreneurs are developing, growing and scaling their businesses. The regional authorities are constantly improving support measures. The "Governor's Start" program is in effect, grants for the acquisition of a franchise, preferential loans, training events. The key change was the creation of a single Governor's Grant Center, which united all types of grant support, simplifying access to resources for entrepreneurs," the vice-governor emphasized.

During the session, it was noted that the “Growth Platform” project is an important driver for local brands.

It is being developed by the united company Wildberries& Russ together with the Agency for Strategic Initiatives. More than 20 companies from the Arctic region have already joined the project, aimed at supporting promising domestic brands and launched at the International Arctic Forum in Murmansk – manufacturers of clothing, jewelry, food products, dietary supplements, many of which are participants in the “Know Ours” competition.

Svetlana Panfilova also noted the additional opportunities provided by the Made in Russia project to include products in regional showcases on the Wildberries and OZON marketplaces. Polar entrepreneurs - from artisans to food producers - actively use them and the brand name under a single brand to promote their products, expand the geography of sales and find new customers.

Photo: Press Service of the Moscow Government

https://minec.gov-murman.ru/news/548702/