Russian Poultry Companies Leverage Halal Certification to Increase Exports

Buoyed by steady growth in halal food exports, Russia is poised to stimulate its poultry sector’s sales abroad. Russia’s largest meat producer, Cherkizovo Group, is anticipating the nod to start exporting poultry and livestock products to Malaysia, an apparent growth market for halal products, within this year, according to the company’s press office. Besides Malaysia, the company also envisions a surge in halal exports to the Commonwealth of Independent States (CIS), the Customs Union, and the Middle East.

Last year, Russia recorded a substantial increase of 24% in its halal food exports compared with the previous year, a fact highlighted by Sergey Levin, Russia’s deputy agricultural minister, at an industry conference in Kazan.

While Muslim dietary customs dominate the CIS and Customs Union regions, Russia’s poultry products account for a mere 8% of consumption and 35% of imports, as indicated by Natalya Bartnovskaya, Director of the Foreign Economy Department of Cherkizovo. Intriguingly, the primary imports in these regions stem from the United States, despite Russia’s geographical proximity and diligent halal production.

However, Bartnovskaya remains optimistic about improving these figures. “There are all prerequisites for a rise in deliveries [from Russia],” she said, underscoring the need for halal certification bodies in the CIS countries and the Customs Union to recognize Russian products. She also voiced confidence in Russian exporters’ ability to consolidate their foothold in the Gulf Cooperation Council (GCC) countries’ markets, especially Saudi Arabia, and enhance their branded product exports. Furthermore, she anticipates promising opportunities in several Asian markets.

The Cherkizovo Group has already made significant strides in expanding its range of halal products. In 2022 alone, the company’s halal exports ballooned to 11,500 tonnes, marking a sharp increase from 3,500 tonnes in 2021. The Group manufactures halal products at six production sites, all certified for compliance with halal standards in several Middle Eastern countries. These facilities employ Muslim workers who perform manual poultry slaughters, aligning with halal requirements.

The Cherkizovo Group’s portfolio of halal products includes the Latifa, Dajajti, and Krasnobor brands, the latter of which was specifically created for export to Muslim countries. In a recent move, the company started exporting halal turkey meat under the Krasnobor brand to retail stores in Saudi Arabia in 2022.

As it stands, Russia’s focus on expanding its halal market could effectively stimulate its poultry sales to foreign customers in the coming years, possibly posing competition to current dominant players like the US.