Sweet melon shop, Ukraine

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I once went to buy food at work.(//tractor-service.com)
I go to a store (near the subway), there is always not enough space on the windows and shelves - that's why meat, sausages, bread, snickers, etc. are nearby...
I look at the price tag and freak out - it says: P E C H E N E N O T A-40rubkg

Type (execution cannot be pardoned)