H&N urged to export Russian "senses" along with products

Russian companies should export not just goods, but "meanings, lifestyle, trust and care" to create a recognizable image of domestic products. This was stated by Ruslan Alisultanov, Chairman of the Board of Directors of Health & Nutrition (H&N), at the SPIEF session "Made in Russia. The Russian export code in the global economy".

"When we talk about exports, it is important to understand: This is not just a sale of goods," Alisultanov said. He stressed that this is especially important today, when ensuring food stability in international markets has become a national priority after the changes made by the President of the Russian Federation to the food security doctrine.

Alisultanov noted that the Ministry of Agriculture relies on agricultural exports, with a special focus on processed products with higher added value. However, the goal should be "not only in terms of volume," says the head of H&N.

"We are working with the industry, regulators, and business associations to create a stable, recognizable image of Russian dairy," said Alisultanov.
According to him, interest can already be seen in the CIS markets, China, the Middle East and Asia.

"Products that are familiar to us — porridges, cheesecakes, pancakes — are new to many markets. But if there is a clear story behind them and proven benefits, interest appears," says Alisultanov. The head of H&N called the competitive advantages of Russian dairy products a high-quality raw material base, modern equipment and digital traceability.