Valeriy Pak: “Consumers have become more conscious — they want transparency, natural products, and to understand where their food comes from”

Valeriy, tell us how it all began for Amiran. What were the first steps and the main challenges at the start?
Our journey began on December 21, 2010, when the First President of Kazakhstan, Nursultan Abishevich Nazarbayev, inaugurated the first plant of the Kazakh Academy of Nutrition — Amiran — dedicated to producing therapeutic and preventive dairy nutrition. It was a historic event: Kazakhstan gained its own production of children’s dairy products made fr om whole milk. The President then remarked: “It is important that we are now launching such a facility for children’s food, which is in short supply in our country… You have done a great thing for our children.”

But along with the high mission came serious difficulties. The biggest challenge was the lack of quality raw milk. We had to import it from Kyrgyzstan, which was both costly and unstable. This challenge pushed us to create the agricultural complex Amiran Agro — to close the cycle and ensure full quality control from field to shelf.

What were the key decisions that shaped your business growth and helped you reach today’s level?
The crucial decision was the establishment of Amiran Agro, with its own farm, feed base, and modern equipment. We implemented the American Boumatic milking parlor and purchased John Deere machinery, ensuring full automation and quality control. Another key choice was to remain a socially oriented project — wh ere the main goal is not profit, but children’s health and product accessibility.

Were there turning points for the company?
The first was the launch of the plant in 2010, which symbolized a new era in Kazakhstan’s food industry. The second was the launch of Amiran Agro, which gave us independence fr om external raw materials and allowed us to fully control quality.

What makes Amiran different from its competitors?
We are the only plant in Kazakhstan producing therapeutic and preventive dairy products for children from whole milk. Amiran products are “alive”: we don’t use reconstituted milk powder or preservatives, and the shelf life is just 3–5 days. In addition, they contain bifidobacteria grown in our own facility, which support children’s immunity and gut health.

What are the main challenges the dairy industry — and Amiran in particular — are facing today?
For the industry: shortage of quality raw milk, rising production costs, and dependence on imports. For us: maintaining a balance between our social mission and economic sustainability — making products affordable while preserving the highest quality.

How have consumer preferences changed in recent years, and how do you respond?
Consumers have become more conscious: they want transparency in ingredients, naturalness, and to know wh ere the product comes fr om. For us, this is a signal — we build a direct connection with end consumers. We hold tastings, organize farm tours, and openly show the journey of milk from field to shelf.

Demographic growth is driving demand, but the region remains import-dependent. How does Amiran respond — by expanding raw material supply or by entering exports?
Exports are not possible for us due to short shelf life. Instead, we are focused on expanding distribution partnerships in Almaty. Even today, Amiran remains a scarce product, and our priority is to make it more accessible to city residents.

There were inquiries about exporting butter, but we consciously chose to focus on the local consumer. Our priority is children and families of Kazakhstan. Currently, we are fully represented in Almaty and partly in Taldykorgan, Taraz, and Kyzylorda, thanks to partner logistics.

How do you cope with rising production costs and raw material price fluctuations?
We rely entirely on our own raw materials — this is a principled choice that guarantees quality. But it also creates difficulties: our costs are initially high, and margins are low. This has been the case since the very beginning. For us, the priority is not profit maximization, but accessibility and honesty. We work on process optimization, but never in ways that would compromise product quality.

What projects or development directions are a priority for the company in the coming years?
Key priorities include increasing milk yields on the farm, expanding distribution, developing new products, and upgrading technologies both on the farm and in production.

What innovations are you considering?
We are automating processes at all levels. In terms of products, we are working on functional lines that strengthen immunity, support digestion, and provide specialized nutrition for children. Several new product ideas are in development, though we cannot yet disclose details. What we can say is that the direction will focus on preserving the uniqueness of “live” products and enhancing their health benefits.

Are you planning to pilot solutions like mobile apps or monitoring systems?
We are exploring digitalization of production to make processes even more transparent and manageable. This is a step into the future that will boost both efficiency and consumer trust.

How do you see Amiran’s role in the regional dairy industry in 5–10 years?
We see Amiran as a key player shaping the culture of consuming natural dairy products. Our role is to be a benchmark of quality and trust, setting standards for the industry and developing a socially oriented approach, wh ere the top priority is the health of future generations.

What personally inspires you in developing Amiran?
The mission with which it all began. Amiran was created for the health of Kazakhstan’s children and families. When I see our products become part of their lives, I know we are doing something truly meaningful.

Valeriy Pak will also be speaking at AqAltyn — the annual congress that brings together key players of the dairy industry in Kazakhstan and Central Asia. The event will take place on November 24–25, 2025, in Shymkent, Kazakhstan. Registration is available via the link.

General Partner and Key Engineering Partner of AqAltyn — Borte Engineering

As Kazakhstan’s leading national manufacturer, Borte Engineering develops high-tech equipment for the food industry, with its quality confirmed by inclusion in the Register of Domestic Producers. The company successfully collaborates with enterprises across Central Asia, strengthening the regional economy.

Qola Sponsor — Clever Machines LLP

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