MOSCOW, March 2 Full control of production “from field to counter” and a policy of openness allowed the largest dairy holding in Russia, GC EkoNiva, to become successful on the shelves of end consumers, as well as the No. 1 milk brand for coffee in the industry HoReCa, said Ekaterina Duerr, brand director of the HoReCa department of EkoNiva.
“Such approaches to business can allow Russian brands to gain a foothold in foreign markets,” Duerr said during the master class “Made in Russia: creative approaches in international business,” organized by the Russian Export Center (VEB.RF) and Rosmolodezh.Business at the World youth festival.
«Naturality, quality, reliability, transparency and, of course, taste are the main parameters that create strong trust in our brand, including abroad. We do not hide anything, we conduct excursions to farms to «Everyone could come to us and see the entire production process with their own eyes. It is this openness that helps us find our consumers and receive recognition from the professional community,» Dürr emphasized.
The company is already active in the markets of the CIS countries, developing exports to China, and also sees prospects in the markets of the Middle East and North Africa.
According to a company representative, the production principle “from field to counter”, which is followed at EkoNiva, makes it possible to create dairy products that, in terms of quality and taste, are ahead of competing producers from other countries. At the same time, in order to succeed abroad, it is important to invest in brand development, promote in the media and social networks, participate in exhibitions, as well as directly communicate with the local buyer and study their needs.
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