The Russian meat giant has also revealed its intention to start producing kosher meats, with the aim of getting into new export markets.
Representatives of Miratorg said that, in Russia, there are currently no formal systems and procedures for the classification of beef marbling. However, the company is currently developing a huge beef project in central Russia, which has the potential to become the largest in Europe. Miratorg already has around 360,000 head of cattle.
“We clearly understand the market opportunities for marbled beef, which is about to replace the traditional meat of dairy cattle, and we are proud that, from scratch, we have built a world-class project, which will support rural areas and provide Russian consumers with high-quality products,” commented Miratorg CEO Viktor Linnik.
Miratorg added that the company was considering projects to start production of kosher meats, in addition to its existing production lines for halal chicken. The company claimed it had already found customers who were willing to pay good money for kosher meat.
“We want to try [production of] kosher meat. They [customers] are ready to pay by 50% more [compared to non-certified meat]. So we are now going to look at how much the production will cost. I feel it’s highly likely we will do it. We will take a final decision within the next month,” said Linnik.
Miratorg is generally positive about certification; over the last two years, halal certification has opened up access for the company’s meat to several markets in the Middle East and North Africa, including Egypt, the UAE and Iran. Also, in recent months, the company has gained access to the markets of Serbia and Vietnam, and has completed its first deliveries of poultry to the European Union (EU).
“First EU deliveries are an important milestone in the implementation of our strategy to expand export supplies of Russian meat. We see good demand for our products in the EU and continue to receive new orders from both the processing plants and for retail sale,” said Linnik.
“When goods were passing through the EU border, customs inspectors used to joke that Russia was importing ‘Bush legs’ [an informal name for frozen meat imported into the country primarily from the US]. Now, there is the opposite trend and Russian meat is going to Europe,” he stated, adding that, in Europe, the Serbian market also seems very promising for the company.
“Our client [in Serbia] is very pleased with the quality of the product – fillet – and we have already received new orders, not only from him, but also from other companies. We plan to increase the supply of meat as a raw material for Serbian plants and products in consumer packaging for retail,” Linnik added.