From field to shelf: How Miratorg strengthens Russia’s agricultural exports under the Made in Russia brand

In Dubai’s Motor City, the Miratorg Signature showroom has transcended its initial role as a premium butcher shop to become a vital hub for consumers, chefs, and distributors alike. This transformation illustrates the broader success of the Made in Russia national brand, which emphasizes Russian agricultural quality backed by stringent certifications.

Miratorg, a vertically integrated agricultural holding, is a key participant in this program, ensuring that its products meet global quality and safety standards while affirming their reliability as suppliers.

The certification process, overseen by the Russian Export Center, rigorously verifies compliance in areas such as reliability, quality, uniqueness, environmental responsibility, and organic origin. For markets like the Gulf, where halal standards are paramount, Miratorg’s dual certification under Made in Russia and halal requirements further solidifies trust.

The showroom’s design caters not just to retail but to business-to-business engagements, serving as a competence center for professional buyers, distributors, and restaurant chains.

Here, B2B interactions are facilitated through structured product evaluations, comparative tastings, flexible long-term supply contracts, and rigorous testing that mirrors real-world kitchen conditions. Every product on display—ranging from chilled Black Angus and Cross Wagyu beef to pelmeni and frozen vegetables—comes with full traceability data, allowing customers to verify the origin, production batch, and certification status.

An open kitchen within the showroom functions as a demonstration platform, showcasing how products perform in professional kitchen settings, which is crucial for menu planning and cost management.

For B2B audiences, the space is primarily a professional hub, hosting private tastings, masterclasses, and structured meetings aimed at building deeper trust and facilitating supply agreements. In the Middle Eastern markets, where traceability and religious compliance are crucial, Miratorg’s Made in Russia certification acts as a mark of trust, verifying voluntary verification against enhanced quality standards and the producer’s commitment to every stage of the process.

The Dubai showroom, serving as a special platform for B2B partners, enables distributors to expand their product offerings and enhance sales while bolstering brand credibility. According to Miratorg’s brand chef, Dmitry Lazko, the showroom acts as a "living market" where chefs and consumers can evaluate products based on texture, flavor, and cooking ease, providing a comprehensive understanding of market needs.

Since its opening a year ago, this multifunctional showroom model has proven successful, demonstrating that a Russian producer with full-cycle control, internationally recognized certification, and a strategic B2B-focused approach can thrive in one of the world’s most competitive food markets.