Georgian Organic Producers Present at BioFach 2019 in Nuremberg
The machinery rattles through the factory in the suburbs of Tbilisi. Juices fill small bottles, which are packaged collected on pallets before being sent to foreign markets worldwide. Georgia's Natural Aromaproduct is one of the largest export oriented companies specialized in processed fruits and vegetables in Georgia.
“We started producing juices for other global brands, then we decided to develop our own products and came up with our signature line of juices, which we've been pushing actively for two years," Vladimir Gugushvili, General Director of Aromaproducts, told GEORGIA TODAY.
"We're proud that 'Georgia's Natural' is becoming a global brand. We had some doubts initially that we had emphasized too much on Georgia by using it in the brand's name, but we decided to stick with it and we've had positive feedback. Georgia is well recognized as a growing country for organic produce and we can benefit from this trend.
"We export to 25 countries on five continents: European countries, China, Malaysia, Jordan, Israel, UAE, Korea, Saudi Arabia, USA, Australia and now we even start sending to Vietnam; step by step it is getting better known and recognized."
Aromaproduct has earned several certifications for its premium organic products, all produced and filled in Georgia. “The companies philosophy is to create super healthy products which are at the same time nice to drink! International buyers know Georgia and especially its potential for organic products. They're looking into Georgia more and more."
Georgia took part in the BioFach trade fair in Nuremberg as an exhibitor for the first time. Two Georgian organic food producers were exhibiting their products and putting their companies into the mindset of international buyers. The exhibition was a great success for both 'Georgian Herbs LLC' (herbs.ge) and 'Georgia's Natural Aromaproduct' (aromaproducts), who managed to gain attention and orders from numerous international buyers.
BioFach is the world's leading trade fair for organic food, held annually with the purpose of connecting organic producers from all over the world and presenting the sector's latest trends.
The participating companies are beneficiaries of the International Trade Center’s “Eastern Partnership: Ready to Trade” project, funded by the EU under its EU4Business initiative. The project aims to help small and medium-sized enterprises (SMEs) from Eastern Partnership countries to integrate into global value chains and access new markets, focusing on the EU. The main support is given in producing value-added goods fulfilling international and EU market requirements. The overall objective is to enhance the international trade of SMEs from the six Eastern Partnership countries, focusing on strengthening SME competitiveness and building up value chains in each country. Besides helping companies connect to buyers and consumers, trade fairs are an important place for increasing the sales activity and strengthening the bond between them.
Georgia traditionally being an agricultural country, which has 22 micro-climates allowing a longer harvesting season, is relatively new to the field of sustainable food production. Organic farming is an ongoing and increasing trend worldwide due to consumer demands, which are characterized by a rising consciousness of the danger of pesticides and conventional farming. Georgia’s natural resources, the country’s various micro-climatic zones and its rich and pesticide-free soil, mark an ideal condition for organic farming.
'Georgian Herbs LLC,' who, together with 'Aromaproducts' represented Georgia at this year's BioFach, is a leading supplier of high quality natural medicinal herbs, roots, seeds and berries. The brand exports 500 tons to different international partners in Germany, France, Poland, India and Morocco.
Soso Kobakhidze, the General Director of the brand, shared his impressions of the BioFach 2019 with GEORGIA TODAY.
“Biofach helped us to gain more international partners. We had meetings nearly every hour and created new collaborations. Macedonia is going to be a new big partner, and we made new contacts with partners in France and Germany. It was the most productive trade fair we have participated in in the last few years.
'Georgian Herbs LLC' organizes wild harvesting, cleaning, drying and cutting of herbs; later packs them for wholesale and export.
"The company also promotes its social impact in the regions of Georgia. Before, these herbs were not collected at all. They were growing in the forests and on agricultural land as a side or even waste product of agriculture. The farmers used to pick it and throw it away because it took necessary nutrition from the main agricultural products. We trained people in the regions to collect herbs in a sustainable way. We wanted to stop the waste of a resource for the future. Now, more than 100 people are working, collecting in the fields, year round. We supported a very small subsector development in Georgia with social impacts in the regions," Kopakhidze told us.
The company is also planning to produce packaged products for retail. Other future plans involve gaining more certifications like HACCP, Fairtrade, Farewell and Kosher. The trade fair showed the necessity of international recognized certifications on the international organic market.
“Georgia, despite its potential, still needs to develop more organic producers and organic high-end products. Right now, it is still hard to compete with the international presence of Europe, the US, Turkey and even with other Eastern Partnership countries who have more organic companies than Georgia. But my assumption from the this year‘s trade fair is still more than positive. Georgia is definitely known for its agricultural potential, especially in the organic field, and it is step by step, through trade fairs like Nuremberg, getting better known in the international organic producer community."
By Lisa Maier