Understanding the traditional mares’ milk industry’s transformation into a creative industry: Empirical evidence from Kazakhstan

Abstract

The purpose of this paper is to explore the core forces and drivers of the creative transformation of a traditional industry through the assessment of the mares’ milk industry (MMI). Using an exploratory single case study, this research reveals the main driver mechanisms and challenges of the creative transformation of a traditional industry using the case of the MMI in Kazakhstan. Grounded theory, along with in‐depth interviews of 36 MMI business staff in Kazakhstan, has been used in this study. The research identifies the following four key driving factors for transforming a commodity‐based traditional industry into a cultural creative emerging industry: National demand, ingenuity and creativity, affordance (support), and actors (attitudes, skills, and characteristics). This study also explores challenges, such as administrative negligence, the threat of losing authenticity, poor industry cooperation, and cultural branding. A sustainable transformation into a creative MMI requires the government to give its full attention to implementing existing‐related policies, emphasizing the role of authenticity, stressing the importance of industry cooperation, and promoting iconic branding. The study findings will help policy makers, administrators, and related stakeholders to understand the transformation of the MMI when developing related policy, strategy, and sustainable development. The findings can also serve as guidelines for other traditional agricultural sectors that are undergoing transformation into creative industries.

Mare’s Milk from a Small Polish Specialized Farm—Basic Chemical Composition, Fatty Acid Profile, and Healthy Lipid Indices

“…This is also the case for non-cow milk and non-cow milk products, particularly equine milk [1,2]. The increased interest in equine milk is due to the unique characteristics of this type of milk and products made from it [3,4]. Mare's milk has valuable nutritional and therapeutic properties and is recommended in the diet of people with weakened immunity including, in particular, the elderly and convalescents [5][6][7].…”

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“…The increased interest in horse milk is due to the unique properties of this type of milk and products made from it, as indicated by the work of D. Baibokonov et al (2021). According to G. Czyżak-Runowska et al (2021) mare's milk has valuable nutritional and medicinal properties and is recommended in the diet of people with weakened immunity, in particular, the elderly, and is considered useful for the prevention of atherosclerosis.…”

Comparative analysis of the effect of fermented derivatives from Bactrian milk on the gut microbiome

“…The consumption of milk and fermented products is one of the key components of the traditional dietary culture of Kazakhs. The traditional Kazakh diet has historically included the consumption of mare's, cow's, goat's, and camel's milk, both in its natural and fermented forms [1][2]. National fermented dairy products among Kazakhs include "ayran" (fermented cow's milk), "kumis" (lightly alcoholic fermented mare's milk), "shubat" (fermented camel's milk), "kurt" (dried fermented cow's milk), and cottage and soft cheeses made from the milk of various domestic animals.…”