“Quality, Sustainability, and Innovation: The Cornerstones of Our Growth” An interview with Rza Mammadov, Head of Public Relations at Azersun, on the company’s dairy strategy

— What is Azersun’s mission in the dairy sector, and what is your strategic foundation?

Our mission is to offer consumers high-quality, safe, and affordable dairy products made with modern technologies, local raw materials, and sustainable agricultural practices. We don’t just produce milk, cheese, or yogurt — we build trust in a national brand. Strategically, we focus on strengthening our position in the domestic market, expanding our export potential, and introducing innovations at every stage — fr om farm to supermarket shelf.

— What are your development priorities in the coming years?

First and foremost, we aim to modernize our production facilities and expand our product range — especially functional, organic, and specialized items. We are also reinforcing logistics, digitizing internal processes, and opening up new export routes. Our goal is to make our products not only competitive in terms of quality but also in terms of delivery speed and supply chain resilience.

— Are you pursuing horizontal growth into new categories, or vertical development within your core dairy segment?

We take a combined approach. On one hand, we continue to deepen our expertise in the dairy sector — automation, quality control, in-house laboratories, and R&D. On the other, we are exploring adjacent fields such as functional nutrition and whey processing. This dual strategy allows us to respond flexibly to market demands.

— How many people work at Azersun today, and what role does human capital play in your growth?

Azersun Holding currently employs more than 20,000 people across the country. This includes not only production and logistics staff but also agronomists, technologists, veterinarians, and digital transformation specialists. We take pride in our team and actively invest in their development — from corporate training to scholarship programs for young professionals.

Quality, Innovation, and Consumer Trends

— How does Azersun ensure the quality and safety of its dairy products?

The company is certified to international standards. We implement a multi-level control system — from raw material analysis to independent testing of each batch of finished products. Particular attention is paid to working with our milk suppliers: local farms receive training, technical support, and regular audits to ensure compliance with milking and feeding standards.

— Are consumer preferences changing in the dairy market?

Absolutely. We are witnessing steady growth in demand for low-fat and low-sugar products, lactose-free options, natural and farm-sourced lines. Products with probiotics and enhanced nutritional value are also gaining popularity. This calls for constant portfolio updates — and we are actively innovating to meet these expectations.

Sustainability and Environmental Responsibility

— What steps is Azersun taking to reduce its environmental impact?

We are implementing a comprehensive environmental strategy. Wastewater treatment systems have been installed, and we have established processes for recycling and reusing production waste. We are switching to energy-efficient technologies and reducing the use of plastic packaging. For us, sustainability is not a trend — it’s a necessity.

— Does the company support sustainable agriculture in rural areas?

Yes, we actively invest in the agricultural sector. This includes farmer education programs, support for transitioning to organic farming, and development of regional feed and infrastructure systems. Our goal is to create a sustainable ecosystem in which producers, processors, and consumers all benefit.

Market Trends, Competition, and Vision for the Future

— What major trends do you observe in the regional market?

The most noticeable is a growing interest in local products. Consumers want to know wh ere their food comes from, who produced it, and how. At the same time, competition from international brands is intensifying — especially in the premium and organic segments. We meet this challenge with quality, transparency, and a diverse, well-curated product range.

— What sets Azersun apart from other market players?

We produce our goods entirely in Azerbaijan, with full-cycle control — from raw material sourcing to packaging. This enables us to offer competitive prices without compromising on quality. We also have a strong logistics network, a broad assortment, and the agility to adapt to multiple sales channels.

— What is your vision for Azersun over the next 5–10 years?

We aim to become the leading regional brand in the agri-food industry, with a strong focus on sustainable production, export development, and technological transformation. We envision Azersun as a flagship of innovation in the South Caucasus agro-sector — a company that not only manufactures products but helps shape the future of regional food security.

The DairyRally roadshow will kick off on June 17, 2025, and will focus on strengthening cooperation with Azerbaijan's dairy sector.

DairyRally is an important platform for dialogue among farmers, processors, experts, and government representatives. Participants will gain first-hand insight into the practical development of the dairy industry — from pastures to modern processing facilities. They will have the opportunity to engage directly with agricultural professionals and discuss prospects for localization, modernization, and expansion of production.

This dynamic interaction creates unique opportunities to highlight both the challenges and achievements of the sector, foster knowledge exchange, and help shape an effective model for the future growth of Azerbaijan’s dairy industry.

Overview of Azerbaijan’s dairy sector: key statistics and trends.

Details about participation in the Dairy Rally across Azerbaijan are available website.

For all inquiries and proposals, as well as to receive the preliminary program, please contact us via email: ads@dairynews.today