Georgian Kiwifruitis available in one of the largest European supermarket chains – Lidl, Germany
Georgian Kiwifruitis available in one of the largest European supermarket chains – Lidl, Germany.The Lidl purchases 1kg kiwifruit for 1.20 Euro from Georgian producer and sells it for 0.29 Euro each in its chain.
“Kiwifruit shipped by “Nergeta” to Germany has been cultivated on the plantations owned by the company in village Ingiri. To my knowledge, this is the first precedent when Georgian fruit labelled with company’s trademark is sold on the shelves of European supermarkets. This brings particular joy and pride to our company. Our success story should be a motivation to other Georgian companies to create high quality products and once they manage this, they will be also able to cooperate with European supermarkets. Every European supermarket chain is interested in finding a new supplier of high quality products. Interest of leading European supermarkets demonstrates the potential of Georgian agriculture, and especially of those companies that comply with the quality requirements”, says KonstantineVekua, the co-founder and development director of Ltd “Nergeta”.
The kiwifruit of “Nergeta” is sold with a label carrying thetrademark of the company. The fruit is shelled, calibrated and packaged in carton boxes, exterior of which has been used by the company topromote Georgia, its nature and climate to German consumers. “Particular design of boxes aims to increase the awareness on product’s origin among German consumers”, as claimed in the company.
In 2011, company “Nergeta” cultivated 24 hectares plantation of the green HaywardKiwifruit in Samegrelo. “I am confident that in the next few years the Georgian kiwifruit will become one of the successful export products. My expectation is based on the laboratory tests carried out on our fruit in Germany. Test results have indicated that Georgian kiwifruit has significantly higher sugar concentration compared to European product. The quality of the fruit is comparable to those originated from New Zealand. Most importantly, sweetness and a distinctive taste are achievedthrough natural climate conditions and not artificial interference. This means that the product enables us to promote it on the European market as a distinct product” – says KonstantineVekua in his interview to www.eugeorgia.info a few months ago.
According to the development manager of “Nergeta”, favourable climate conditions are only part of their success, as it is of utmost importanceto know thekiwifruit cultivation methods. As New Zealand is the most experienced country with this respect, the employees of the company travelled there to share the best practice in the land of origin of kiwifruit.
From the very beginning the main goal of “Nergeta” was to enter the EU market. For this purpose, the company even obtained the Global Gap standard, which is an excellency standard in agriculture production. The standard must be met by all farmers, who produce fruit, vegetable and other agricultural products and sell them on the EU market. The standard encompasses whole cycle of production of agricultural and sea products – from cultivation of the soul till manufacturing and packaging the product.
Nowadays, Georgian kiwifruit is sold in Stuttgart and its surrounding cities, such asNeckarsulm, Heilbronn and Sindelfingen.
Lidl was founded in 1930. It has up to 10 000 supermarkets all over Europe and is well-known for its strict requirements on food quality and safety.
According to the company, starting from next year, “Nergeta” will significantly increase the quantity of its supply to German supermarket chain. As the operational director of “Nergeta”, Giga Japava claims, the humid subtropical climate of Samegrelo is especially favourable for cultivation of kiwifruit. He believes demand on kiwifruit in the world and the prices are relatively stable, therefore, opening of export channels will be a motivation formany farmersto cultivate kiwifruit.
Manana Vardiashvili
