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About ECR

ECR (Efficient Consumer Response) is a platform for cooperation and exchange of experience and best practices between manufacturers and retailers that combine their efforts to offer the consumer the best quality of goods and services, jointly forming demand, reducing costs throughout the supply chain and developing common standards for technological provision. ECR unites suppliers and retailers from 20 European countries.



"To promote mutual understanding between the supplier and the retailer, including the level of understanding business models - one of the main aims of ECR."
Maximilian Musselius, Executive director, ECR Russia
"Joint business planning, dialogue, mutual support and solution of problems that arise on both sides ultimately lead to better results for both retailer and suppliers. We invite our partners to move together in this direction. I believe that we should not miss the opportunity to make our interaction more effective for both parties."
Jan Dunning, President Magnit
"We are glad that the Russian market has a convenient platform for the effective dialogue between manufacturers and retailers. The world we want tomorrow starts with how we do business today. By collaborating within ECR, we are not only shaping the consumer experience of tomorrow, but together also strive to be closer to the consumer today, tomorrow and every day."
Maher Batrouny, General Manager Mars Wrigley Russia

ECR members

  • 57

    suppliers

  • 19

    retailers

  • 6

    associations

  • . Acort
  • . Auchan
  • . Azbuka Vkusa
  • . Bacardi
  • . Baltika Breweries
  • . Beiersdorf
  • . Billa
  • . Brown-Forman Rus LLC
  • . BWT Barrier
  • . Campari Rus LLC
  • . Cherkizovo
  • . Coca-Cola
  • . Colgate-Palmolive
  • . Danone
  • . Denview limited
  • . Diageo
  • . DIXY Group
  • . Dr. Oetker
  • . EFES
  • . EFKO
  • . Ferrero Russia
  • . Fish union
  • . FM Logistic Vostok
  • . Friesland Campina
  • . Gradient
  • . Heineken
  • . Hochland Russland
  • . Hyperglobus
  • . Impex
  • . Jacobs Rus
  • . Johnson&Johnson
  • . Kellogg
  • . Kimberly-Clark
  • . L’Oreal
  • . Lenta
  • . Lindt & Sprungli (Russia)
  • . Lipetskpivo
  • . Luding Ltd
  • . Magnit
  • . Maria-Ra
  • . Mars
  • . Metro Cash& Carry
  • . Moet Hennessy Distribution
  • . Mon’delez Rus LLC
  • . Moscow Brewing Company
  • . National Meat Association
  • . Nestle Rossiya LLC
  • . NMGK
  • . O’KEY
  • . Omskvinprom
  • . Ostankino
  • . OZON
  • . Paulig
  • . PepsiCo
  • . Perfetti Van Melle
  • . Pernod Ricard Rouss
  • . Petelino TH LLC
  • . Procter&Gamble
  • . Productgarant
  • . Roust Russia
  • . RusBrand
  • . S.C.Johnson and Son
  • . SCA Hygiene Products Russia
  • . Schwarzkopf & Henkel
  • . SELGROS Cash&Carry
  • . SIMPLE
  • . SPLAT
  • . SunInBev
  • . Unilever SNG
  • . Union of alcohol production manufacturers
  • . Union of independent retail chains of Russia
  • . United Confectioners
  • . Valio
  • . Verniy
  • . X5 Retail Group N.V.

ECR Board of Directors

  • David
    Manzini
    President Russia & Belorussia, Ukraine, Caucasus and Central Asia
    PepsiCo
  • Jan
    Dunning
    Executif President
    Магнит
  • Charlie
    Cappetti
    General Director, CIS
    Danone
  • Ivan
    Martinovich
    CEO of AUCHAN Retail Russia
    Auchan
  • Martin
    Schumacher
    Chief Executive Officer
    Metro C&C
  • Nikolay
    Petrov
    Chief Executive Officer
    Billa
  • Maher
    Batrouny
    General Director, Mars Wrigley Russia
    Mars Food
  • Vyacheslav
    Sultanov
    Chief Executive Officer
    Dixy
  • Hossam
    Ashour
    General Director
    Mondelez
  • Vladimir
    Sorokin
    Chief Executive Officer
    Lenta
  • Martial
    Rolland
    CEO Russia&Eurasia
    Nestle
  • Armin
    Burger
    Chief Executive Officer
    O’KEY
  • Igor
    Shekhterman
    CEO
    X5 Retail Group
  • Regina
    Kuzmina
    President Russia, Ukraine and Belarus
    Unilever
  • Alexey
    Popovichev
    Executive Director
    RusBrand

butterfly vs diamond concept

  • Butterfy

    The traditional partnership model between retailers and suppliers: representatives of different departments (for instance - category manager or IT specialist) do not communicate directly with each other, but through the agency or key account manager or buyer.

  • Diamond

    The model that is supported by ECR: experts in different areas cooperate and together work out solutions of business processes optimisation for the benefit of consumer.

Join ECR