LocationsCultivating Growth: Farmers Challenge Chernobyl Stigma and Support Local Business
April 28, 2025
The Molochko family runs a farm in the Bragin district, one of the areas most severely affected by the Chernobyl disaster. Despite the lasting impact of the catastrophe, their business defies the stereotypes often associated with the region. From their land in the village of Starye Khrakovichi, they cultivate clean and healthy produce and craft artisanal cheeses based on original recipes.
"It really is a family effort - everyone has their role," Elena Molochko says. "My daughter Yulia manages sales and promotion, my son Nikolai handles deliveries, and my husband looks after the farm. I’m responsible for production. I process the produce and make the cheese. I develop all the recipes myself and am always experimenting with something new and unusual."
Going digital
The Molochko family has been farming for over a decade. For years, they sold their goods at local markets - without branding, advertising, or even a business name. Thanks to word of mouth and a strong reputation in the community, their sales were steady. Yet, the farmers were curious about exploring new markets.
And the right opportunity came their way. The family joined the program for social entrepreneurs in their region, launched by UNDP Accelerator Lab to bridge the digital divide for rural business.
"We realized we already had everything to create a brand - we just needed to start," Yulia recalls. "We designed a logo and launched an Instagram account. To our surprise, our very first video got 10,000 views. Followers started growing, and soon so did our regular customer base. People began to recognize us at markets and even messaged us to place pre-orders."
Today, Instagram is the farm’s main sales channel. At times, online demand exceeds what the family can supply - prompting them to keep a waiting list. Elena credits the success to her daughter, who taught herself everything from video editing to graphic design, and even began using AI to streamline content creation
Time banking: Sharing knowledge, growing stronger together
The family’s digital transformation didn’t end with their own success. Through a new UNDP initiative, they are now sharing their experience with others, helping to grow a stronger, more connected local business community.
The initiative is based on the concept of time banking - a knowledge-sharing model where entrepreneurs exchange skills and support, offering expertise in one area in return for help in another.
"I help entrepreneurs grow their social media presence and run targeted ads," Yulia explains. One standout example was her collaboration with Alina Zayats, a local craftswoman who makes hand-knitted toys and accessories.
"After working together, Alina rebranded and learned to quickly create content using AI. It really helped her brand become more recognizable and build customer loyalty."
Time banking also proved transformative for the Molochko family. Thanks to legal advice received through the initiative, Elena was able to register as self-employed and launch a long-held business idea: pizza made with their own farm-fresh cheese.
"Mila Malaya, an entrepreneur from the nearby town of Khoiniki, guided me through all the paperwork" Elena recalls. "Thanks to her help, I was able to sort everything out quickly and without stress," Elena says.
Meanwhile, local farmers have turned to Elena for her expertise. Some need tips on plant care, while others ask for help choosing the right products.
"People sometimes doubt that vegetables or berries grown in a Chernobyl-affected region can be so clean and safe to eat."
Farming in areas affected by the Chernobyl disaster comes with its own set of challenges. It’s crucial to know which crops can and cannot be grown. In some villages, berries can be planted, while in others, it's better to focus on cultivating saplings.
"We’ve long mastered special techniques to ensure our products are safe," Elena explains. "For example, we use drip irrigation: the plants are watered with the purest water from a well that’s 10-15 meters deep. All the seedlings are mulched - covered with an organic layer to protect them from soil dust."
Yet, the bias against the produce grown in the areas recovering from the Chernobyl disaster is still persists.
When we submit our produce for testing at the market, people don’t always believe that vegetables or berries from the Chernobyl-affected regions can be so clean," Elena shares. "We often have to resubmit and go through the testing process again to prove there’s no mistake or fraud."
However, the tide seems to be turning. The once-stigmatized label of "contaminated territories" is slowly fading. Much of this shift can be credited to local communities and entrepreneurs who have steadily built up knowledge, shared their experience, and helped drive the entire region forward.
"People are starting to think beyond stereotype. They trust facts and common sense," says Elena. "We’ve put in a lot of work to study the land bit by bit and put the right safety measures in place. We share this knowledge within the farming community and with local residents. There have been numerous informal education events - seminars, workshops, and lectures. Now, I also contribute through the Time Banking initiative. I believe all of this is helping to drive positive change across our region."
A total of 18 entrepreneurs from the Bragin and Khoiniki districts have taken part in the Time Banking initiative, contributing over 60 hours of consultations.
