As part of the execution of the President's instruction – step 56.2, "The Plan of the Nation – 100 Steps to Implement Five Institutional Reforms", Kazakh Invest NC launched a project to sell domestic products in major regional Russian retail chains.

Products of ten Kazakhstani manufacturers appeared on the shelves of Russian stores. For the first time this project was launched by Kazakh Invest in 2016. Then leading Kazakhstani companies presented 42 goods positions in the regional trade networks of Russia, Maria-Ra and Kirovsky. The action "Weeks of Kazakhstani goods in Russia" was held simultaneously in Novosibirsk, Yekaterinburg, Barnaul, Kemerovo, Tomsk and Novokuznetsk, which allowed us to present the products of domestic enterprises in almost 900 outlets.

Three umbrella brands were created last year: Qazaq Organic Food, KazMeat, Halal Kazakhstan, which are oriented to such large target markets as China, Iran and Russia.

This year, for the sale of domestic goods in the Russian market, Kazakh Invest additionally connected trading networks of the LAMA group of companies in Tomsk: INTERSPAR, SPAR, FoodCity, Apricot, and stores in Arkhangelsk, Severodvinsk, Novodvinsk: “Petrovsky” and “Petromost”. Thus, well-known Kazakhstan brands are represented in more than a thousand stores all over Russia.

"The large-scale action ‘Week of Kazakhstani goods in Russia’ is accompanied by state support the second year. In particular, we organize advertising on federal and regional TV channels, billboards are installed in the cities, numerous promo-pallets, posters, audio clips are included inside the outlets, and promotions for tasting Kazakhstani products are organized. The most important thing is that because of this project, Russian consumers have already been able to assess the quality of Kazakhstani goods. After the action, the majority of supply contracts are prolonged by trade networks, and Kazakhstani goods successfully conquer the Russian market," managing director of Kazakh Invest NC, Jalil Bulatov said.

In the trade networks of Russia, the project presents about 70 commodity items. These include juices and juice drinks, lemonades, flour, pasta, tea, sweets and premium chocolate, mayonnaise, ketchup, spreads, and feminine hygiene items.

"The program of entering Kazakhstan's goods into the Russian trade networks made it possible to establish contact with Russian partners, for the first time we signed a contract for the delivery of our products to Russian retail chains. This is a unique opportunity to enter the market of a neighboring country and increase the presence of Kazakhstani goods. Today we supply small lots, but we expect an increase in exports three times higher than the existing volume. Such projects are effective and demanded by business," general director of Novo-Aldzhansky Melkombinat LLP, Kanat Tapayev shared his opinion on the action.

In his turn, Jalil Bulatov expressed confidence that the implementation of the project will not only increase the recognition of Kazakhstani goods abroad, but will also promote the development of regional brands.

"The implementation of the pilot project clearly demonstrated that the products of domestic commodity producers are more than competitive, it has already found its customers in Russia. I am confident that holding the ‘Week of Kazakhstani goods in Russia’ will further increase the recognition of individual brands in target markets under a single brand ‘Made in Kazakhstan’, increase the volume of competitive goods and services of domestic producers," managing director of Kazakh Invest said.

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