Russian coffee conquers Jordanian market with REC support

Russian coffee conquers Jordanian market with REC support

Jardin brand from the Russian Orimi Group, the largest manufacturer of tea and natural coffee, launched sales in Jordan. The first delivery was organized thanks to the support of the Russian Export Center (REC, VEB.RF Group) within the framework of the state program to promote products through foreign pavilions.

The company's products have been presented in the Russian national pavilion in Egypt since 2023. In 2024, agreements were reached with major Egyptian distributors to promote the products of the pavilion's residents to neighboring countries.

Now residents of Jordan can buy Jardin coffee line in retail chains and supermarkets. The most popular are natural freeze-dried instant coffee and premium coffee mixes. The second product, in particular, is unique to the Jordanian market. Buyers value products from the Russian manufacturer for their quality, colorful packaging, variety of flavors and competitive prices.

Earlier, Orimi Group began to sale coffee in supermarkets and marketplaces in Egypt.

It’s worth noting that the pavilion program has been jointly implemented by the Russian Export Center and the Russian Ministry of Agriculture since 2017. Pavilions have been opened in 6 countries promising for export, including China, Vietnam, Egypt, the UAE, Turkey and Saudi Arabia.

Companies that participate in the program get support in finding partners and increasing the recognition of their products among end consumers through blogger-assisted advertising and various promotions. The goal of the program is to help businesses increase export sales.

Russian companies can apply for placement of their products in pavilions on My Export digital platform.