A number of the largest Russian retailers, united in the Association of Retail Companies, are calling on manufacturers to fix selling prices for socially important food products for six months. In return, AKROT promises to freeze the corresponding retail prices. The Association appeals to all market participants to support this initiative. Of course, this “will not solve all problems,” but the proposal, on the one hand, provides an optimistic example of self-regulation by the business community, and on the other hand, it outlines a measure, albeit temporary, that will help stop the rise in prices for bread and milk.