Heritage Brands: 'Made In Russia' Expands Legacy To UAE Market

Quality and sustainability standards determine the interest of GCC countries in Russian food products

Published: Thu 11 Dec 2025, 3:32 PM

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• Najibullo Jabbori | Partner Content

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'Made in Russia': a quality system and its international impact

The national brand 'Made in Russia' serves as a clear reference point for international partners and consumers, indicating that they are dealing with a Russian company that meets verified standards of quality, safety, and reliability. More than 1,500 companies are united under the national brand, and over 27,500 product items have already been certified under 'Made in Russia'. Today, the brand has become a key instrument for presenting Russian products abroad. It reflects the values of sustainable growth, technological development, and responsible production, while the mark itself stands as an internationally recognised confirmation of high quality and transparent processes.

Interest in Russian products in the UAE is clearly reflected in trade dynamics. In the first quarter, agricultural exports to the Emirates increased by 26 per cent. Among the five leading product groups, wheat stands out, making up 82 per cent of total exports. This product has not only economic value but also historical significance: flour production was the starting point for the development of one of Russia's largest agricultural holdings - Association“Soyuzpichsheprom” LLC. Wheat plays a key role in the history of Soyuzpichsheprom, which began as a small mill in 1898.

Today, Soyuzpichsheprom is a diversified holding producing a broad range of essential grain-based foods. In addition to flour, the company manufactures cereals and grain blends with enhanced nutritional value, including products rich in dietary fibre, iron, zinc, magnesium and B-vitamins. The range also includes ready-to-eat grain breakfasts and authentic Asian noodles produced using specialised equipment. In addition, Soyuzpichsheprom is developing plant-based beverages with coconut, almond, hazelnut, strawberry and banana flavours, as well as a professional Barista line - all of which are lactose- and GMO-free and suitable for both direct consumption and use in food and beverage preparation.

The holding operates on a“from field to market” principle and unites 30,000 hectares of fields, 6 production sites, 29 workshops and 4 elevators. Soyuzpichsheprom provides over 350,000 tons of finished products annually. The company's assortment includes more than ten product categories and five key brands - Tsar, Zdorovoe Menu, Green Milk, Mini Mills and Dr Naturi, allowing it to cover up to 85 per cent of consumer needs.

Soyuzpichsheprom ranks among the top twenty grocery suppliers in Russia. For over 15 years, the company has exported its products to dozens of countries, including the USA, China, Germany, Mongolia, the UAE, South Korea, Japan, Vietnam and CIS countries.

In the UAE, the strongest demand is seen for flour, sunflower oil, grains, and noodles. Key directions for future development include working with private labels of partners, expanding the HoReCa channel, and participation in Gulfood 26.

Such companies as Soyuzpichsheprom demonstrate how uniting under the national brand“Made in Russia” helps Russian manufacturers strengthen their positions in international markets with high standards for quality and sustainability. The national quality system brings together more than just large, diversified players. The growing demand for healthy and functional products in the GCC countries is opening up new opportunities for companies specialising in deep processing and innovative products. One such example is Mistral Trading, one of the most recognisable Russian brands in the cereal and grain category.

The products of Mistral Trading, certified by the national brand 'Made in Russia' in the sustainability category, has been working in the market of grains, legumes, flakes, and cane sugar for more than 30 years. Its production facilities are located in the Moscow region, and exports have accompanied the company since its early years. Today, its products are supplied to more than ten countries, including Kazakhstan, and promising markets include the UAE, China, Thailand, and Vietnam.

The company frames its export strategy around several priority regions. As explained by Elena Arapova, head of the export department:“In terms of geopolitics, the main directions for the development of our exports are focused on the GCC countries, the Middle East and Southeast Asia.”

The launch of Royal Grechka's new position is being carried out in the UAE market as the primary direction. Arapova emphasises:“The UAE market plays a key role in our export strategy and serves as a test market for the launch of our new product – buckwheat for foreigners – called Royal Grechka.”

The growing interest in buckwheat is driven by its naturally rich combination of vitamins, minerals and essential nutrients which aligns perfectly with a trend on eating healthy. The long-term goal is to make the UAE market a key gateway for introducing Russian products to consumers across the region.

Mistral Trading uses four-stage raw material cleaning across 46 parametres, works with verified suppliers from 30 countries, and employs modern technological equipment. The company offers a diverse range of products: not only more than 80 types of grains and legumes, but also high-quality canned tuna, nutritious crispbreads in various flavours and many others.

The experience of Soyuzpichsheprom and Mistral Trading demonstrates how certification by the national brand 'Made in Russia' supports the integration of Russian products into markets with high quality and sustainability requirements. The growth of agro exports to the UAE and the expanding presence of certified brands reflect a stable trend of strengthening trade ties between Russia and the GCC countries.

- Najibullo Jabbori, Chief Representative of the Russian national brand 'Made in Russia'.

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