Rogachev. Monument to condensed milk.

In the small town of Rogachev, Gomel region, there is a place of pilgrimage for all sweet tooths. Here, right at the entrance of the Rogachev dairy cannery, stands the world's only monument to condensed milk. The four-meter can in a blue-and-white label has long become not just a local landmark, but a real brand that confirms the people's love for the "taste of childhood."

The idea to perpetuate a favorite delicacy did not arise from scratch. In 2013, the plant was preparing to celebrate a significant anniversary - 75 years since its foundation. It was Rogachev condensed milk, known since Soviet times and produced using classical technology, that made the company famous far beyond the borders of Belarus. The product, which is now shipped to dozens of countries around the world, deserved special recognition.

The author of the unusual monument was the muralist, teacher of the Belarusian State Academy of Arts Gleb Otchik. Interestingly, another symbol was initially considered - for example, the cornucopia, which is directly related to the name of the city. But in the end, simplicity and recognition won out: it was decided to create an exact replica of a tin can of condensed milk.

The work on the monument became a challenge for the master. The sculpture, about 4 meters high, was made using the antique mosaic technique, but instead of the traditional smalt, colored glass and metal were used. This was the first such experience in Belarus, where mosaic in glass was used for an outdoor object. Each small piece of glass was cut and selected manually, which made the composition unique and very time-consuming to perform. Gleb Otchik himself admitted that he rediscovered the taste of condensed milk during his work: "You know, you can't get used to it, it's instant addictive!" he joked at the opening.

The grand opening took place on November 22, 2013. The workers of the plant, gathered at the monument, which was still covered with cloth, were humorously guessing: "Is the can empty? I wish they'd filled it with milk and screwed on the faucet!". But what was waiting for them under the blanket was not a functional container, but an art object that became an exact copy of their native products.

But the main intrigue lay not only in the artistic execution. A time capsule with a message for posterity was placed at the base of the monument. Contemporaries turned to future generations and bequeathed to open the capsule on the day of the mill's centenary, that is, in 2038.

However, the idyll did not last long. The mosaic technique, spectacular in appearance, turned out to be vulnerable to the excessive love of tourists. In just two and a half years, the Rogachev symbol has been pretty battered. The visitors, wanting to take a piece of the sweet monument with them, began to pick out the glass pieces for souvenirs. The plant's security has calculated that even on a weekday, up to a dozen people come to the can to take selfies, and on holidays the flow of guests is in the hundreds.

By 2016, the monument had to be urgently restored, putting it in order for the Day of Belarusian Writing. Interestingly, many of the guests, taking pictures against the background of the updated can, complained about the lack of small copies on sale - key chains or magnets in the form of condensed milk.

Today, the condensed milk monument is a must-see point on the Rogachev tourist route. It is installed right at the entrance to the city, next to the Bobruisk - Krichev highway, meeting and escorting travelers. Over the years, the plant has added reasons for pride: in 2022, a giant can weighing almost 500 kilograms was produced here, and in 2024, a ton was already included in the Book of Records of Belarus.

So the monument at the entrance is not just a tribute to nostalgia. It is a symbol of stable quality and recognition, a reminder that real values, like the taste of good condensed milk, do not change over the years.