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Migration of people with different ethnic and cultural origins observed during past decade worldwide resulted in the introduction of national beverages into food markets. In this study, we have investigated and critically appraised properties and marketing potential of the Kyrgyz-Kazakh beverage Maksim. This national non-alcoholic beverage is produced by mixed fermentation of milk in the presence of fried cereal such as barley, proso millet, oats, and corn. Pure cultures of lactic acid bacteria are used as a leaven for fermentation. Maksim is used as a thirst-quenching and tonic beverage. It could be also considered as functional food. While being dense, it serves as an excellent source of nutrients, fiber, vitamins, microelements, and other biologically active ingredients that offer health benefits that extend beyond basic nutrition. However, this beverage is not recommended for those affected by gluten sensitivity disorders. Here, we reviewed a number of different national beverages, assess physico-chemical properties of Maksym, and evaluate marketing strategies for the introduction of this beverage to Russian food markets. Although being unfamiliar to most of Russian consumers, this beverage is of interest due to its nutritional and thirst-quenching properties, and that a better advertisement strategies are needed to advance this healthy drink to food market. These strategies could include tasting, explanation of production process, historical and cultural origins of this beverage to general public.

The article shows the difficulties and risks that arise when implementing the HACCP system in Russian enterprises of the food industry. An expert group of specialists of different profiles and competencies identified the risks using the brainstorming method. An analysis of the risks that arise during the development and implementation of a food safety system based on the principles of HACCP showed that according to the source of occurrence, they are divided into two groups: external and internal. External risks include the risks posed by the state, which, according to experts, are the most significant. These include: poor educational work; lack of explanatory materials on the preparation and implementation of the system; lack of harmonization of HACCP requirements with the regulatory framework of the Russian Federation; complex terminology, complex presentation of information, etc. Internal risks include risks from the management and personnel of catering enterprises: a formal approach to the creation and implementation of the system, a low level of education for linear personnel, an imperfect incentive system, non-compliance with discipline in maintaining records and documents of the system, etc. The article describes actions to minimize the identified types of risks.