Soloist « Hands up! » Sergey Zhukov launches the production of su-video products
Having interests in the catering market, musician and soloist of the Hands Up! Sergei Zhukov decided to do meat processing. The company associated with it plans to launch the production of meat products using Su-Vid technology in the Moscow Region. This is the second attempt by the musician to gain a foothold in the market. Previously, he was engaged in the supply of raw meat to restaurants, but the company was closed five years ago.
Soloist of the musical group « Hands up! » Sergei Zhukov plans to launch his own production of meat products and delicacies from chicken, turkey and beef using Su-VID technology (slightly fried product with spices-usually in vacuum packaging), said a representative of one of the restaurants who received a proposal for cooperation. The source “Kommersant”, familiar with the course of the launch of the project, says that production with a capacity of 3 tons of products per day will open for several months in the Losino-Petrovsky near Moscow.
Deliveries are planned to be made to restaurants and grocery networks, the interlocutor “Kommersant” notes.
“This is a startup, which is in the preparatory stage,” the representative of the musician Petro Sheksheev told Kommersant.
The development of production is planned through LLC Mitmitimit-M, says Kommersant's source close to the project. According to data Kartoteka.ruthe company was created in October 2024 and was established by Philip Chepiga (his share in the legal entity is 51%), Tatyana Sevryukova (25%) and Andrei Krylov (24%). Philip Chepig in the media called Sergei Zhukov lawyer.
In recent years, the production of meat products using Su-VID technology has been gaining popularity in the Russian market, although it is still niche, says Sergey Yushin, head of the National Meat Association. According to the estimates of the Nielsen analytical company, in 2024 the sales of such meat -finished meat products increased by 7.4% year, although a year earlier the growth was 19.9%.
However, with the sale of products to restaurants, difficulties may arise. Most often, establishments prepare such products on their own, they say in the Chocolate, Yakitoria and Gagawa Group of Companies. But the proposal may be interesting to non -net restaurants, for which the organization of its own production is still not available for financial reasons, said Gagawa CEO Lenar Kutlin. Demand can also be formed by shops that are increasingly offering ready-made food, and online delivery of dishes, does not exclude the Yari Kuvandykov brand chef Yakitoria.
Sergei Zhukov already had attempts to work in the meat supply market.
In 2017, he opened MitmitMit LLC, which was engaged in the supply of beef and lamb to capital restaurants. But in 2019, the businessman left the founders of the company, and in 2020 she was liquidated. Sergei Yushin believes that business could be closed due to high competition and management inefficiency.
Sergei Zhukov also participates in projects in the restaurant market. The network of bars « Hands up! » And the restaurants « Dad Fry Meat » are positioned as projects of the musician. The bars develop through the RV Moscow LLC, where Victoria Omanchuk and Pavel Chesnokov, who have 40%, and Alexander Lunev with a share of 20%, are owned by the shares. LLC « Dad Fry Meat », in which Sergei Zhukov had a share until 2024, was eliminated at the beginning of 2025. Another legal entity under the same name belongs to Philip Chepiga.
Recently, Sergey Zhukov has launched several projects with his own brands, in particular the production of renovation cosmetics under the brand “Hands Up the Beauty” and the energy “Energy of the Hands Up!”, Says Petro Sheksheev. A startup with meat processing, if it becomes successful, can continue this line, he summarizes.
