Dairy king Alexander Chichkin (1862-1949). Merchant 1-St Guild, big businessman, he liked to say: “Poets are poets, but a barrel of oil, and cheese, and a bottle of delicious milk can equally praise their homeland, to serve the common good and the flourishing of his native land…”
One of the Moscow shops Ciccina was on the corner of Prechistenka Boulevard and Maly Afanasyevsky lane. Photo: Tsukuba
In 1870, in the village of Caprino Yaroslavl province, birthplace of Alexander Chichkin, opened a branch Demanovskej school dairy farm. The school was organized by Nikolai Vereshchagin, brother battle artist Vasily Vereshchagin, and dairy company Vladimir Bentovim, develop industrial cheese and butter in Russia. It then appeared Poshehonsky, Kostromskoy cheese and the famous Vologda butter.
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the Industry lacked qualified personnel, therefore Vereshchagin and Blandov the idea to establish schools where peasant children will train specialists. To a school went, and Sasha Chichkin. He continued his studies in Petrovskaya agricultural Academy, and then Blandov paid training a capable boy in the Louis Pasteur Institute in Paris and helped with the design of interest-free loan to open a dairy store.
Their hands and money raised competitor!
the turn of the milk to the store Ciccina. Moscow. 1918.Work
Work Chichkin on the conscience. And demanded the same from suppliers, and its employees. That’s how it was described by the witnesses: “All the rooms with floor to ceiling were washed daily with a special rubber brushes with a solution of soap and soda, after all sneaking out of the hoses with clean water. All metal parts, door handles, brackets – necydalis was like on a warship. Been doing the job for the workers themselves after the spill milk.”
Interview with the great grandson of the dispossessed peasant who dared to farm in new ways
First cash registers and a single phone number to deliver their products appeared in the shops Ciccina. He was the first to use a bold advertising move: every morning, yesterday’s milk ostentatiously poured into the sewer. After all, in stores Ciccina the milk was fresh! A flash mob, as we would say today, worked perfectly. From customers did not rebound. And Chichkin is rapidly expanding its dairy Empire.
By 1914 it included 91 shop, a dairy factory and a cheese-sour-cream branch. Plus 5 stores in Odesa and Tbilisi, shops in Kharkov, Baku, Kiev, Yalta, Rostov-on-don. White tiled facades with the inscription “A. V. Chichkin” were expressive sign of Russia. And the name “A. V. Chichkin” written without the common “er” on the end, so the entrepreneur emphasized his focus on the future.
Cheese factory in the beginning of XX century. Photo: Tasksystem rewards
enterprises Ciccina worked 3,000 people. The personnel of the dairy king gave a special importance because the firm was perceived as representing paid staff studies, provide dormitories and was convinced that every one of them, if you want, could work on his companies all his life.
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To this end, king has developed an effective system of rewards for employees. The first level – “the Birth of dreams and love for the profession” – was designed for adolescents up to 20 years, which was only determined in the future. Older employees have achieved the level of “Enthusiasm” and proceeded to work independently. The next level of “Ambition and vanity” was crucial for the further placement on the posts. Employees in 30-40 years worked at the level of “quiet expectation”. For 40 years they usually have already held leadership positions. Their highly valued over many years of experience and knowledge. For 50-60 years the employees have achieved the level of “dream come true”.
All these years Chichkin led notebook that he called “the Book of my life” in which he recorded the characteristics of and various facts about their subordinates.
the Personnel system Ciccina worked flawlessly. In the future it incentive system adopted in Japan. And his network of dairy stores was the best in Europe.
Advertising – the motor trade!Heritage
After the revolution Chichkin left for France (October 5, 1918, his company was nationalized). However, a long stay in exile, he could not. In 1922, the dairy king is back. But waiting for him is another homeland. Catherine Shulgin, the wife of Vasily Shulgin, a prominent politician in pre-revolutionary Russia, described life in Odessa in 1920, “was First cooperatives, bakeries, dairy stores, traded Chichkin, but it gradually disappeared under the blows of “socialism.” It’s amazing how everything changed with the arrival of the Bolsheviks, stayed bringing from the village was closed, emptied the shops, froze all life…”
In the years of the NEP Chichkin re-opens in Moscow milk shop. Until 1928, is a senior consultant of the people’s Commissariat of trade of the USSR closely withcollaborate with Mikoyan. But from the “re-education through labour” Ciccina is not saved. In the spring of 1929 he was sent to Northern Kazakhstan (Kustanai). A former millionaire is now a technologist and lecturer. In the link it without hesitation and lecture notes lectures on organization of milk production.
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In 1931, Molotov and Mikoyan Ciccina return and restore all rights. At the stage of industrialization his knowledge and experience are very necessary for the country. Anastas Ivanovich praised the merits Ciccina one short sentence: “we Want our Soviet shops was better… chickinsky”. Dairy king helped the development of production of curdled milk, fermented baked milk, acidophilus milk, cottage cheese products and milk-caramel mix in the factories of the Volga region, the Caucasus, Leningrad region and Karelia Republic.
During the great Patriotic war Chichkin developed dairy farming in Central Asia. For this work he was honored with Stalin. In 1942, in honor of the 80th anniversary, he was awarded the title “Drummer of the third five-year plan”.
mark in literature
mention of chickinsky stores found in the literature. In the famous novel by Mikhail Bulgakov’s “Fatal eggs”: “I Must say that the widow of the father of FR Sabbatius Drozdov… bases crowdnow labour co-operative. Vdovina eggs every Sunday steklokom appeared on the market, and it happened that they showed in the glass shop Windows of the former “Cheese and butter Chickena” in Moscow.”
Remember the “heart of a Dog” – that moment where the ball learning to read: “Tile squares, oblitsovyvayutsya corner space in Moscow always and inevitably meant “s-o-R”. Black faucet from a samovar, heading word, meant the former owner Ciccina…” And before the death of the hero laments: “I won’t have my Ciccina, etcalatariel, and Krakow sausage…”
Brand packaging for the dairy products king.Branded kitchenware
Today the lovers of Antiques and collectors for quite elevating money can find those porcelain jars for cream and cream with branding on the blue “A. V. Chichkin”. Contemporaries called Alexander “an example of Russian efficiency”. He wasn’t afraid to take risks and experiment, its original business concept was doomed to success.
And, alas, to be forgotten. Although, they say, in the mid XX century near the Arbat was lane name Ciccina.
LUNCH MILK “A LA CHICHKIN”
Milk soup with vermicelli
Meatballs in creamy cheese sauce
Milky chocolate jelly
Milk noodle soup
Ingredients: milk – 500 ml noodles – 80 g, sugar – 1.5 tbsp salt – 1 pinch, butter – 30 g and for flow.
Recipe: In a saucepan pour the milk and bring to a boil over high heat. The fire abated, in boiling milk, add a pinch of salt and sugar. And immediately add the noodles. Mix well. For maximum heat, bring the milk to a boil. Again reduce the heat and, stirring occasionally, boil the noodles for about 3 minutes. The noodles should remain slightly crisp in the middle. Then add a knob of butter. Stir and wait until the oil is completely disperse in milk. Remove the soup from the heat, give 5 minutes to brew and bring to the table. In a bowl, if desired, you can put a piece of butter.
Meatballs in creamy cheese sauce
Ingredients: minced meat – 500 grams rice – 0,5 stack., milk – 200 ml, cheese – 100 g garlic – 2 cloves mayonnaise – 3 tbsp flour – 2 tbsp, salt, pepper – to taste fresh herbs – to Ukrainianashenia.
Recipe: boil the Rice and cool. The stuffing mix with the cooled rice. To form meatballs and put into a form. To make the sauce. Mix the flour, salt, pepper and milk. Add the garlic and mayonnaise. There also add cheese, grated on a fine grater. Mix everything carefully. Meatballs pour the milk-cheese sauce. Put them in the oven, preheated to 200 degrees for 25-30 min. Ready meatballs can be decorated with greenery.
Ingredients: milk – 500 ml gelatin – 17 g, sugar – 2 tbsp, chocolate black – 50 g.
Recipe: Dissolve the gelatin in 1 tbsp of warm water and heat the milk in a saucepan. Chocolate to break into smaller pieces, put into a form for microwave oven, pour 150 ml of milk and send in the microwave for 2 minutes to melt the chocolate. In the dissolved gelatin, add 100 ml of milk and send gelatin for 1-2 minutes in the microwave. To get the gelatin and mix well until it is completely dissolved.
In a bowl with chocolate to add a third of the gelatin. The rest pour in the remaining 250 ml of milk and add sugar. Mix well. Ramekins pour the batch in layers of jelly different colors. After each layer to send for 20 minutes in the fridge to harden. And so, until the end of jelly.
Before serving, decorate the jelly with the mint leaves, grated white chocolate and nuts.