Growth in agriexports depends on reputation of the “Russia” brand
11 Oct, 2018
Export gain is dependent in many respects on setting clear-cut positive image of both Russian food and the country itself as a brand. This statement was uttered by the Deputy Minister of Agriculture Oksana Luth while delivering the report “Branding as a tool to increase exports” at the agro-industrial exhibition Golden Autumn.
According to her, at present, low value-added products prevail in Russian agriexports. At the end of 2017, the average price of a ton of imports exceeded manifold the same index for exports. Thus, to achieve by 2024 the export benchmark ascertained by the President of Russia, it is necessary to increase the percentage of high value-added products.
“Branding of agricultural and food products has de facto become the competitive convention throughout the world. Gastronomic festivals, tourism, popularization of Russian culture abroad contribute to the Russia’s brand power. Now our country’s brand passes its infancy, and later on the “Made in Russia” label should resound with both successful umbrella brands of certain types of goods and authentic brands, for example, geographically marked products”, believes the Deputy Minister.
This means urgent changing of the Russian legislation in terms of geographical indication. In addition, it is important to estimate the potential of Russian national agribrands, tracing the formula for success of world food brands, as well as carefully analyzing practical experience in brand promotion.