The Russian Export Center (part of the VEB.RF Group), in collaboration with businesses, will develop a program of permanently operating demonstration and tasting pavilions featuring agricultural products. In 2022, the program underwent a re-engineering process that significantly increased the efficiency of promoting agro-exports. The results of the program and plans for its development were discussed during the session "Russian Pavilions Abroad. Promoting the Export of Agricultural Products" at the International Export Forum "Made in Russia," attended by representatives of the REC, the Ministry of Agriculture of Russia, program partners, and exporters.
It is important to note that the demonstration and tasting pavilions for agricultural products are one of the support measures that help businesses increase sales abroad. The program is implemented by the Russian Export Center and the Ministry of Agriculture of Russia. Pavilions have been opened in six promising export countries: China, Vietnam, Egypt, the UAE, Turkey, and Saudi Arabia.
Currently, there are 2,800 unique product positions represented in the pavilions, and since 2022, when the REC improved the program, their assortment has grown by 40%. The volume of export contracts concluded by pavilion residents has increased eightfold, reaching 14.4 billion rubles in 2023.
"Every ruble that the state invests in promoting exporters through the pavilions generates 38 rubles in export contracts. Over less than three years, pavilion residents have concluded export contracts worth nearly 20 billion rubles. Our plans involve scaling these results, refining already effective tools and implementing new ones, as well as geographical expansion of the pavilion network, particularly in China," shared Alexey Solodov, Vice President of the Russian Export Center.
Thus, the REC plans to open new promotion points for agricultural products represented in the pavilions abroad. In 2024, as part of the "Made in Russia" festival-fair, such a point was opened in Harbin, supplementing the existing infrastructure of the permanently operating demonstration and tasting pavilion in Shanghai, which has been operational since 2017. Flagship stores and additional promotion points are planned to be opened in other provinces of China to meet the demand for Russian products in the local market. Currently, the REC, along with the operator of the Chinese pavilion, is considering the cities of Yancheng, Chengdu, and Nanjing.
"The program of overseas pavilions allows Russian food products to enter promising foreign markets, ensuring the popularization and promotion of our agro-exports through the widest range of tools. The effectiveness of the program continues to grow, and I am confident it will make a significant contribution to achieving the goal of increasing agro-exports," noted Andrey Sukharev, advisor to the Minister of Agriculture of Russia.
The mission of the agricultural pavilion program is to promote Russian food products both among end consumers and potential business partners. To achieve this, the REC works with operators using formats such as advertising with popular bloggers, tastings, and promotional campaigns on marketplaces and in retail chains like Union Coop, Migros, Carrefour, and others.
"We regularly hold tastings in foreign supermarkets and run advertising campaigns with bloggers who have audiences of over 45 million people—all of whom are getting to know Russia, our exporters, and becoming loyal customers with every interaction with Made in Russia," said Alexey Murzenok, Director of International Partnership Programs at the REC.
For example, thanks to the program, popular Russian teas Greenfield and TESS have appeared in supermarkets in Egypt, while "DZHINN" sunflower seeds are now being sold on the popular Saudi Arabian marketplace Ninja.
During the session, the most effective pavilion operator was recognized by the Competition Commission. The best operator award went to Nadiejda Import & Export, which manages the pavilion in Egypt (Cairo). Discussions on the operations of the pavilions and effective tools for promoting agricultural products continued throughout the session.
Also Participating at the Forum were Pavilion Operators:
The forum featured Ilya Romanov, General Director of the Energy Export Group, Daniella Edis, Deputy General Director of Diva Export Food Industry Trade Ltd., Pavel Balandin, Head of the Russian Office at Nguyen Hong Company Limited, and Alexey Busev, Director of the company INKONA.
Representatives from companies promoting their products through the pavilions also shared their insights, including Natalia Bortnovskaya, Director of Foreign Economic Activity at Cherkizovo Group, Alexey Noseko, Deputy Managing Director at United Confectioners LLC, Vitaly Dullienko, Development Director at Plodoimport LLC (brand "Uncle Vanya"), and Irina Filanovskaya, Commercial Director of Salute Alco LLC.
You can view the session broadcast recording via the link. For more information about the pavilions and to apply for placement in them, you can visit the state digital platform "My Export."
The organizer of the International Export Forum "Made in Russia" is the Russian Export Center (part of VEB.RF). General partners include EXAR and ROSEXIMBANK. The business program partner is the Government of Moscow. The Roscongress Foundation is the operator of the forum's business program.
It is important to note that the demonstration and tasting pavilions for agricultural products are one of the support measures that help businesses increase sales abroad. The program is implemented by the Russian Export Center and the Ministry of Agriculture of Russia. Pavilions have been opened in six promising export countries: China, Vietnam, Egypt, the UAE, Turkey, and Saudi Arabia.
Currently, there are 2,800 unique product positions represented in the pavilions, and since 2022, when the REC improved the program, their assortment has grown by 40%. The volume of export contracts concluded by pavilion residents has increased eightfold, reaching 14.4 billion rubles in 2023.
"Every ruble that the state invests in promoting exporters through the pavilions generates 38 rubles in export contracts. Over less than three years, pavilion residents have concluded export contracts worth nearly 20 billion rubles. Our plans involve scaling these results, refining already effective tools and implementing new ones, as well as geographical expansion of the pavilion network, particularly in China," shared Alexey Solodov, Vice President of the Russian Export Center.
Thus, the REC plans to open new promotion points for agricultural products represented in the pavilions abroad. In 2024, as part of the "Made in Russia" festival-fair, such a point was opened in Harbin, supplementing the existing infrastructure of the permanently operating demonstration and tasting pavilion in Shanghai, which has been operational since 2017. Flagship stores and additional promotion points are planned to be opened in other provinces of China to meet the demand for Russian products in the local market. Currently, the REC, along with the operator of the Chinese pavilion, is considering the cities of Yancheng, Chengdu, and Nanjing.
"The program of overseas pavilions allows Russian food products to enter promising foreign markets, ensuring the popularization and promotion of our agro-exports through the widest range of tools. The effectiveness of the program continues to grow, and I am confident it will make a significant contribution to achieving the goal of increasing agro-exports," noted Andrey Sukharev, advisor to the Minister of Agriculture of Russia.
The mission of the agricultural pavilion program is to promote Russian food products both among end consumers and potential business partners. To achieve this, the REC works with operators using formats such as advertising with popular bloggers, tastings, and promotional campaigns on marketplaces and in retail chains like Union Coop, Migros, Carrefour, and others.
"We regularly hold tastings in foreign supermarkets and run advertising campaigns with bloggers who have audiences of over 45 million people—all of whom are getting to know Russia, our exporters, and becoming loyal customers with every interaction with Made in Russia," said Alexey Murzenok, Director of International Partnership Programs at the REC.
For example, thanks to the program, popular Russian teas Greenfield and TESS have appeared in supermarkets in Egypt, while "DZHINN" sunflower seeds are now being sold on the popular Saudi Arabian marketplace Ninja.
During the session, the most effective pavilion operator was recognized by the Competition Commission. The best operator award went to Nadiejda Import & Export, which manages the pavilion in Egypt (Cairo). Discussions on the operations of the pavilions and effective tools for promoting agricultural products continued throughout the session.
Also Participating at the Forum were Pavilion Operators:
The forum featured Ilya Romanov, General Director of the Energy Export Group, Daniella Edis, Deputy General Director of Diva Export Food Industry Trade Ltd., Pavel Balandin, Head of the Russian Office at Nguyen Hong Company Limited, and Alexey Busev, Director of the company INKONA.
Representatives from companies promoting their products through the pavilions also shared their insights, including Natalia Bortnovskaya, Director of Foreign Economic Activity at Cherkizovo Group, Alexey Noseko, Deputy Managing Director at United Confectioners LLC, Vitaly Dullienko, Development Director at Plodoimport LLC (brand "Uncle Vanya"), and Irina Filanovskaya, Commercial Director of Salute Alco LLC.
You can view the session broadcast recording via the link. For more information about the pavilions and to apply for placement in them, you can visit the state digital platform "My Export."
The organizer of the International Export Forum "Made in Russia" is the Russian Export Center (part of VEB.RF). General partners include EXAR and ROSEXIMBANK. The business program partner is the Government of Moscow. The Roscongress Foundation is the operator of the forum's business program.