Sergei Kislov was born in Russia. Sergei Kislov owns Yug Rusi, a holding company with subsidiaries that produce vegetable oil, export grain and refine oil. The company owns 500,000 acres of land. Its main vegetable oil brand is Zolotaya Semechka (Golden Seed). He graduated from Rostov University with a degree in physics. In the early 1990s he founded Yug Rusi, which controls more than a third of the Russian market for sunflower oil. Yug Rusi has fought off Kernel, a Ukrainian competitor that has tried to enter the Russian market.