Administrators of the company's social media pages are struggling to delete dozens of comments calling for a boycott under their posts.
The Kaliningrad movement Pravo na Gorod (Right to the City) launched an online campaign with the hashtag #boykotrusskomukhlebu (#BoycottRusskyKhleb) and urged residents to stop buying products made by Russky Khleb (Russian Bread) and its affiliated brands. The campaign was prompted by the demolition of a late 19th-century administrative building that was part of the former Königsberg roller mill complex. Activists believe the building could have been preserved and adapted for modern use.
The campaign participants called on people to leave online reviews about the company, spread the word about the boycott, and stop buying products made by Russky Khleb and its affiliated brands, including Croissant Café, Konigsbaker, and Port-o-Coffee. The social movement Parkovoe Koltso (Park Ring) and Kaliningrad urban activist Evgeny Mosienko also joined the campaign.
According to RuGrad, the former flour mill complex on Pravaya Embankment is owned by a company whose director also heads Russky Khleb. Activists believe the owner could have preserved the administrative building and adapted it for modern use but chose demolition instead. They see the boycott as a way to exert pressure on the company through its consumer brands.