Adyghe Salt and the Made in Russia program: success of Caucasian traditions in the world market

Adyghe Salt, brand by individual entrepreneur A.Z. Khuazhev from the Republic of Adygea, known for its unique products based on traditional Caucasian recipes. It actively develops its export directions, having received the Made in Russia certificate from Russian Export Center (REC, VEB.RF Group) and using the services on My Export digital platform, which allows the exporter not only to increase supply volumes, but also to successfully convey the cultural identity of the region abroad.

Founded in 2002, Adyghe Salt specializes in the production of authentic Adyghe salt of three types - Abadzekh, Bzhedug and Ulyap, as well as a dry mix of spices and seasonings Adjika Ulyap. The range also includes traditional Adyghe dishes based on corn: paste, shchips, ashray, kurbe, and the tea drink Kalmykshchai. Recently, the line was expanded with Ulyap cereals (rice and buckwheat) with spices. The mission of the enterprise is to preserve and popularize the unique taste traditions of Adyghe cuisine. The company offers consumers natural and high-quality products without artificial additives, which is a key competitive advantage.

The company has managed to preserve a special technology for preparing national seasonings and dishes that have ensured the famous Caucasian longevity for centuries. For example, Adyghe salt is prepared manually in a special way: salt is scattered on a board, added with peeled garlic, and crushed with a palm-sized stone or a rolling pin until the garlic juice is absorbed into the salt crystals. Then spices are added in a certain combination, mixed and crushed again. It is this traditional technology, the essence of which is to enrich salt crystals with useful components, that the company has successfully integrated into its production.

Certified Adyghe Salt is a natural product, salt with the addition of garlic and traditional Caucasian spices, the color of which depends on the composition. For example, Abadzekhskaya salt is of gray-green color with the aroma of garlic, coriander, parsley, black pepper, dill and savory; Bzhedugskaya is red-brown with the aroma of garlic, coriander, sweet pepper, onion and utskho-suneli; Ulyapskaya is light brown with the aroma of garlic, coriander, red and black peppers, marjoram. Adjika Ulyap is a natural dry seasoning, predominantly green in color due to the variety of dried herbs, with a spicy, moderately hot taste and a characteristic spicy aroma.

The company has demonstrated impressive export growth since the start of international operations in 2015. Now more than 80 tons of products are exported per year. The company has 90 employees. Adyghe Salt products are presented in Belarus (where the highest demand is observed), Kazakhstan, Armenia, Uzbekistan, Azerbaijan, Tajikistan and Latvia. The company is the only producer of authentic Adyghe salt in the world.

"When launching the product, the main goal was to ensure its wide distribution and recognition in all regions of our country, similar to our most famous brand - Adyghe cheese. Taking into account the positive feedback about our product in the domestic market, we decided to enter the international market," Asker Khuazhev, PR Director, Adyghe Salt.

Before starting cooperation with REC, the company faced a number of challenges, including a lack of up-to-date information on foreign market requirements, high costs of participating in international exhibitions and finding partners, difficulties with logistics and customs clearance, and limited access to financing for export transactions. A striking example of a prompt solution to problems was the situation when entering the Belarusian market, when product labeling required urgent adjustments due to non-compliance with local advertising legislation. This experience highlighted the importance of preliminary verification of labeling requirements with the help of REC analysts.

Interaction with Russian Export Center, which the company learned about through the media and Internet, provided comprehensive support. Adyghe Salt took advantage of financial assistance, information and analytical support, including market research and the search for foreign partners, as well as educational programs, etc. The company used these services on My Export digital platform. Active assistance was provided in promotion, including of B2B meetings and preparation for international exhibitions and business missions, including visiting international events in Azerbaijan, the UAE, Türkiye and Armenia.

Thanks to this support, the company was able to significantly increase exports and expand the geography of deliveries.

Obtaining the Made in Russia certificate was a strategic step to further increase exports and obtain comprehensive information and marketing support. The quality mark brings tangible benefits to the company. It increases brand recognition, builds consumer loyalty, serves as a powerful marketing tool and provides access to additional government support. Thus, obtaining the Made in Russia certificate has made it much easier for the company to enter new markets, including the UAE, where the Russian origin of products and government quality certification have become important competitive advantages in negotiations with potential partners.

In the near future, Adyghe Salt sets ambitious goals for further expansion of exports, in particular, to the markets of Türkiye and the Middle East (Saudi Arabia, UAE) through local distributors and electronic trading platforms, including Amazon, work on entering which is already underway. Optimal logistics solutions are also being developed to reduce costs, and active participation in state export support programs continues.

The Made in Russia program is coordinated within the framework of the International Cooperation and Export national project by the Ministry of Industry and Trade of Russia, and the main functions for ensuring and implementing the program are assigned to Russian Export Center (REC, VEB.RF). It offers free and voluntary certification for manufacturers of non-resource goods and services. The certificate can be obtained based in one of five categories, namely quality, reliability, uniqueness, environmental friendliness and organicity. To obtain it, a company and its products or services are not subject to additional checks by REC. It needs to submit an application on the Russian Export Center website, attaching the necessary documents electronically, and sign the automatically generated questionnaire.

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Adyghe Salt (individual entrepreneur A.Z. Khuazhev) is a manufacturer of Adyghe salt, Aadzhika Ulyap seasoning and other traditional food products. The company has been producing natural seasonings and food products with unique properties since 2002. During its existence, the enterprise has acquired invaluable experience, allowing it to maintain a high level of quality and excellent taste of its products. The company actively participates in all-Russian and international exhibitions, and has repeatedly received top awards.