Leila Irsalieva, entrepreneur: “When you travel, you film, observe, and discover what’s new around the world. These days, platforms like Instagram and TikTok make it easy to spot global trends and we try to bring those ideas into our own business. We also explore locally, studying what’s in demand in our market, because every audience has its own preferences. That’s why we always stay alert, refreshing our product range regularly. We have a head of production, a pastry department, and a bakery —and we’re constantly updating our assortment. We also make it a priority to support local Kazakh producers. Right now, we source our flour from Kostanay, and we continue to purchase ingredients from domestic suppliers.”
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