Bebe+ to Bring Collections to its Little Customers in Georgian Regions
Written by Super User
Georgian customers’ favorite children’s clothing store ‘Bebe +’ plans to expand in Georgia and make its latest collections available in all corners of the country through online sales and opening new stores, which is “on the list of our future plans”, Director of Bebe+ Nana Chitava told Golden Brand.
As of today there are eight Bebe+ locations in Tbilisi, two in Batumi, and two in the third largest city of Georgia, Kutaisi.
Bebe+ provides clothes for children from 0 to 15 years old, and in 2022 the company added a line for men and women. Clothes for men and women are currently available only in the Bebe+ Gallery located on Aghmashenebeli Avenue in Tbilisi.
Today all leading brands that produce children’s clothes can be found under the roof of a single store, Bebe+, which has cemented itself as the leading children’s clothing store in Georgia.
During the lockdown following the outbreak of COVID-19 in the country, Bebe+ started selling online via Facebook. This was its solution to surviving the crisis, Chitava says.
The dynamic development of Bebe+, recognized today as the number one brand in its segment by the Golden Brand awards, started about 20 years ago when two sisters Nana and Inga Chitava launched the business with a seven square metre store in Bazroba, a large open air market in Tbilisi.
In that little space there was everything – a trading table, colored laminate walls, bubbles, a logo. The space was decorated in such a way as to catch the eyes of children.
“Even today when Bebe+ is represented by several stores I still am involved in every small detail. This might be related to the decoration of the shop window or the music that is played at our stores,” Chitava believes.
Success in the childrenswear market means understanding the industry and your place in it, Chitava says, and that “hard work” and an “honest approach to the most sincere customers”, children, will never escape attention. In her words, it is exactly this that has brought the Golden Brand award to the company.
“The main advantage of Bebe+ is that we are a customer-oriented brand. We try to make all of our offers, products and campaigns tailored to customers. Bebe+ is a network of stores that represents numerous children’s clothing brands. Thanks to our sincere policy and niche, we have gained a lot of love from our customers,” Chitava says.
While talking about the success of her brand, Chitava does not forget about the cohesive team of Bebe+.
“They are very loyal. They love the brand, their work, children, and everything that they do. I appreciate their attitude towards my business, which has become our business,” she says.
Q. Golden Brand is given to companies for successful operations in the previous year. 2022 was important for Bebe+ as the company completed rebranding and launched a new line for men and women. How have all these developments affected the brand’s operations?
A. Bebe+ has been offering high-quality clothing and accessories to society for over 20 years, although it was primarily represented by a line of children's clothing. After the pandemic we were able to add new branches and offer the consumer a collection of women's and men's clothing, which is frequently updated and, as of today, includes several hundred brands.
Being on the market for over 20 years and maintaining the leading position is not an easy task and is impossible to achieve without constant development. You should always look for opportunities around you, always think about what to offer your customers and how to attract the new ones. You should build a strong company to be able not only survive but to manage and take the leading position in the market, which is saturated with many similar businesses.
So last year’s activities were part of our main agenda — to keep the position of number one children’s clothing retailer on the market. Of course this helped us attract more customers, increase sales and strengthen our position on the market.
We did face some lingering post-pandemic problems — stores were closed, which had a direct impact on the decline in sales. But we managed to switch to online sales and started to deliver products to customers smoothly. And for the post-pandemic period, we were able to fulfil almost all the planned goals, open new branches, expand staff, add new brands and more.
Q. The fact is that Bebe + enjoyed more successful developments which resulted in the Golden Brand award. What do you think, how does the company manage to keep this award and the title of N1 favourite brand of the customers?
A. Our company is constantly focused on innovations and reforms, but at the same time it is very important not to lose the quality that customers have become accustomed to over the years. We believe this balance is precisely the reason why we have retained the Golden Brand Award.
Q. Have online sales increased at the company?
A. We evaluate online sales very objectively and at the same time critically, although it must be said that our website is in an active phase of development — the design has been changed and rebranded completely. The updated version of the website has met our expectations, as awareness and demand for online shopping have increased.
Through the website we were able to deliver our products to the regions as well, and to send orders outside the country. I think this is a very good result achieved in this short period of time the website has been in operation.
Q. Bebe+ offers very affordable prices to customers. How do you manage to keep prices low despite such high inflation rates?
A. Stable prices for the consumer has been and remains one of our primary goals. Our team works tirelessly, and luckily we have managed to maintain the existing customers and even attracted the new ones in this competitive environment in the market.
In order to ensure stable prices we are in constant communication with our partners outside of Georgia. Negotiations with suppliers are non-stop, and we try our best to keep prices low for our customers.
Italian Brand Basso Georgian Customers’ Favorite Olive Oil, Wins Golden Brand
Written by Super User
With the best combination of taste and quality, Italian olive oil brand Basso has quickly established itself on the Georgian market and even become the favorite product of Georgian consumers.
Basso produces olive oils in the heart of Italy, and has been bringing all the excellence of Italian oil to Georgian customers. They are thankful to a Georgian company BMS, the importer and distributor of Basso for successful partnership.
Being the favorite olive oil of customers is also reflected in sales figures — sales of Basso increased by 30% in 2022 compared to 2021.
Tamar Kaladze, Head of Marketing Department at BMC, sat down with Golden Brand to introduce BMS to our readers and share the success story of Basso in Georgia.
Q. Basso has become Georgian customers’ favorite olive oil. What has determined the brand’s success in Georgia, in your opinion?
A. Before entering the market, our company conducted a consumer survey on what information they had about olive oil in general and its beneficial properties. As the research showed, in most cases knowledge was general. So we took it as a strategy to promote not only the brand Basso, but also olive oil. Not only Basso’s popularity is increasing year by year, but also interest in and consumption of olive oil in general.
The Georgian market is saturated with both olive and other grains oils. Establishing a place on the market was not so easy at first, but we managed to do it.
We try to explain to consumers the advantages of Basso olive oil over its competitors through various channels, teaching them how to recognize genuine, cold-pressed olive oil. Our work has paid off and now many olive oil is associated with Basso. We are still looking for ways to develop the brand and the niche.
Q. You highlighted Basso’s advantages over its competitors. Please give us other reasons that make Basso an outstanding olive oil.
A. The secret of Basso's success is its high quality.
The fats in cold-pressed olive oil are indispensable to human health. Basso product is not only olive oils, but also sunflower, corn, grapeseed and other useful grains oils.
Basso has been producing the highest quality olive oil for 120 years from the best varieties of olives, which includes 20 production lines. The entire process, including bottle production and label production, is carried out in one factory, so the quality of the product is not affected by external factors. The oil is produced using modern technology, where all Euro standards are observed. The brand has the highest quality certificates — HACCP, ISO, BRC, IFS, EMAS, Kosher, Halal, and others.
Georgian company BMS has been engaged not only in distribution but also in marketing campaigns for promoting Basso in Georgia for more than four years.
Basso has a brand manager in Georgia who, in agreement with the company, takes care of the development of the brand in our country.
Q. Please introduce us to BMS and other brands imported and distributed by the company to Georgia.
A. BMS has been operating for more than 20 years, since 2002. Our company carries out import, distribution and marketing of different products. BMS covers the whole of Georgia, and we are represented in all chain supermarkets. The head office is located in Tbilisi, regional offices are in Kutaisi and Batumi. We also have warehouses in five cities of Georgia.
BMS achieved its success step by step with a lot of work and dedication. BMS was slowly becoming an attractive company as an employer and as a reliable partner for suppliers. Today, the company employs about 230 people.
The company started by importing two or three pallets of each brand and now these brands are so popular in Georgia that they are supplied by containers every month. I will also say that enriching our portfolio with quality products is the main strategy of our company.
Our attitude to quality will not change in the future either, because it is part of our vision! We pay a lot of attention to market research, competitive analysis, and only after that do we make a decision to introduce a new brand to the market. The brand we will deal with must have the potential to become a top brand.
One of the turning points for our company was the flood of 2015, which significantly damaged the company, and we lost almost 80% of our stock. You remember that deadly flash flood that turned out to be the city’s worst human and infrastructural disaster in decades. But the team rallied around each other and through hard work we got through it, and even better than before.
Q. Please tell us about the first BMS products offered in Georgia.
A. The first brand that BMS offered to Georgian consumers was the British razor brand Wilkinson Sword, which was soon added to the German brand Werner & Mertz, owner of the pioneering brand of environmentally friendly detergents, Frosch.
The W&M portfolio also includes the floor care products of Emsal and shoes care products of Erdal. They were followed by German home care brand Vileda. I would single out Basso, Reggia and Trolli from the food category.
Today BMS distributes more than 20 brands of up to 500 products in the area of both food and non food.
Barni Becomes Georgian Consumers’ Favorite Snack Cake With Packaging
Written by Super User
The playful bear-shaped snack, Barni, the “friend of little ones” as it’s called in Georgia, has won the Golden Brand award in the category “favorite snack cake with packaging”.
Owned by the world’s largest snack company Mondelēz International, Barni is “baked to perfection”. Its soft biscuits have no artificial colors or preservatives. They’re approved for children from the age of three and can contribute to healthy snacking if eaten as part of a balanced diet.
In this edition we met Nina Tevanian, Manager Sales Operations for Mondelēz Georgia, who briefly summarized 2022 and the first quarter of 2023 in an interview for Golden Brand.
Q. Georgian customers have named Barni their favorite snack cake with packaging this year. What brought Barni this recognition, in your opinion?
A. First of all, Barni is a delicious and wholesome bear-shaped soft cake, made of simple ingredients, that kids love and parents trust.
Last year we maintained our portfolio and kept up media support for the brand in Georgia with increased focus on bloggers and digital media to drive our “Barni has no secrets” campaign among parents.
Q. Golden Brand is given to brands following successful operations of the previous year. Please summarize 2022.
A. It was a turbulent year for all of us, but we managed to change sourcing quickly and put the product on shelves for our consumers. I would like to emphasize that this was the whole team’s achievement — sales, logistics, customer service. We all worked as one family and supported each other.
Q. Can you share sales statistics of 2022 compared to 2021?
A. It was a very successful year for Barni with double-digit growth on the market.
Q. How has the year 2023 begun for your company, and what are your expectations?
A. We started this year with a new equity campaign which continues embracing simple ingredients & kitchen logic that enhances Parents Trust and is fundamental to our high- quality product credentials.
New Barni Equity also stretches the brand into more fun, playful, “curiosity driven” territory to drive engagement with end consumers – kids and their families.
So there’s no doubt we will continue expanding Barni’s appeal and relevance with our consumers.
Q. What are some recent developments of Barni as a brand? Please share the brand's progress here.
A. Barni has been evolving to stay up to date with changing consumer needs, and last year we upgraded the packaging design, making it more iconic and stand-out. Barni as the brand that “Fuels Kids Curiosity” will offer parents and kids cool “edutainment” content through Augmented Reality on every pack via QR codes.
A. Please tell us about future plans for Barni in Georgia. Do you plan to introduce new products to Georgia and which would those be?
A. Though Barni has no secrets, we cannot disclose any innovations for the future. All I can share is that we will definitely increase our media visibility across all channels.
Q. How are you going to deepen Barni's presence on the Georgian market? What is the company's growth strategy for Georgia?
A. We are keeping focus on simple ingredients and big seasons for Barni – back to school and Christmas - with great gifting sets nurturing playfulness and childrens’ curiosity.
Q. Please tell us what makes Barni unique and why Georgian customers love it.
A. Frankly, beyond being just a really great-tasting soft cake, it is a great brand that is trusted by millions of parents for quality standards and loved by millions of kids for “only Barni can do” activities that fosters curiosity and parent-child quality time.
Bakuriani Inn Wins Golden Brand for Favorite Ski Hotel
Written by Super User
Bakuriani Inn, a member of one of Georgia’s leading hospitality companies, Inn Group, has won the Golden Brand award for being Georgian customers’ and experts’ favorite ski hotel.
Bakuriani Inn features 154 rooms, a gym, hair and nail salons, and a famous spa center that includes a swimming pool, jacuzzis, massage rooms, saunas, and a steam room.
The hotel also boasts a conference hall, winter garden, a bar and a game zone, where guests can play pool and other table games.
It is also one of the very few hotels that offer three meals a day and one of the very few pet-friendly hotels not only in the region, but in the whole country.
All things considered, Bakuriani Inn is hands down the best choice for price- and quality-oriented guests.
Lana Bliadze, Head of PR and Marketing Department at Inn Group, talked about recent developments at Bakuriani Inn hotel in an interview with Golden Brand.
Q. Bakuriani Inn has won the Golden Brand award for successful activities of the previous year. Please summarize 2022.
A. When you work in the hospitality sector, your service is appreciated and you are rewarded for it, so there is obviously no greater incentive than that. Each new award is an even greater responsibility for us and appreciation of the work of those employees who take care of the hotel and comfort of every guest. This award is the merit of every employee at Inn Group and every guest who stays with us.
Overall, it can be said that the season passed normally, although it should be said that we did not really have a favorable weather situation. Snow started to fall in the second half of February, and by the beginning of March there was no snow, and sales of a mountain-ski resort, as you know, are tied to the weather forecast. Despite this the season was successful, because for the first time in Bakuriani's history there were more foreign guests than Georgians, which is obviously because of the 2023 FIS Freestyle Ski and Snowboarding World Championships.
Q. Bakuriani was a partner of the Championships, hosting some athletes and Championship insiders. Please tell us more about this partnership.
A. It was a great honor for us to host athletes participating in the championship. In total we hosted about 300 skiers from sixteen countries. Many of them said that they will visit our hotel next winter, this time with their families. So it wasn’t just mountain resorts that benefited, but each hotel where these athletes stayed.
Preparations for this championship actually started a few months ago. We had reservations far in advance and so we knew that we’d be fully booked.
As you know, Bakuriani traditionally had mainly Georgian vacationers. This year, for the first time, we had a higher number of foreigners among our guests. I believe and hope that Bakuriani will become more recognizable and attractive to foreign skiers.
Bakuriani is an extraordinary resort and it would be a shame if we didn’t take advantage of its full potential.
Q. Bakuriani Inn also hosted the Women's Para-Skiing Championship. Why did you decide to join?
A. The building of Bakuriani Inn hotel is adapted for people with disabilities. The hotel provides all the amenities that a disabled person may need for rest, so para-athletes visit us often.
Q. Bakuriani is a four-season resort and summer is the perfect time for family vacations. What attractions do you offer in summer?
A. The number of vacationers in Bakuriani increases especially in winter and summer. Because Bakuriani Inn hotel offers full service to vacationers, starting with three-course meals, a high-level spa center and entertainment spaces, the number of guests is also high.
Bakuriani Inn’s yard is lovely in summer, where about 300 coniferous trees create a wonderful aroma and environment. Bakuriani Inn is especially comfortable for family vacations owing to its child-friendly environment.
We expect quite a successful summer season as well.
Q. Please share some of Inn Group’s plans for the future.
A. Inn Group is opening a new hotel in Akhaltsikhe in the south-western region of Samtskhe-Javakheti. Akhaltsikhe Inn will be a 115-room, five-star hotel which will feature a restaurant, swimming pool, sauna, gym, entertainment spaces with billiards and board games, a courtyard and conference halls.
The hotel will be suitable for foreigners, locals, and corporate clients.
Q. Inn Group has entered the real estate market with a new company in its holding — Inn Development. What are the factors that led to this decision?
A. Construction is not a new field for Inn Group, because every hotel that the Holding incorporates is built by us, as well as buildings in the Vashlijvari district of Tbilisi and apartments in Bakuriani. Each of them sold successfully, so we decided to position ourselves in the construction sector in 2022.
Currently, Inn Development is involved in the Inn Development Didi Dighomi project, which
involves the construction of four residential buildings over 14,000 sq.m. of territory with
playgrounds for children and football pitches, recreational areas and two-level parking lots.
As for the building itself, it is designed to withstand a level-8 earthquake. So only
certified, high-quality materials are used in the construction process.
In addition, the buildings in the residential complex are energy-efficient. The buildings utilize heat-insulating material, which will help our residents to save on their
utility bills. Of course, the buildings are also fully adapted and comfortable for people with
disabilities as well.
Avon Georgia celebrates 15 years on Georgian market
Written by Super User
Avon Cosmetics, a global beauty and personal care company, has reached a significant milestone of operations in Georgia, celebrating 15 years in the country as a leading brand in Georgia’s cosmetics industry.
Avon has successfully expanded its product line in Georgia, offering a wide range of makeup, skincare, fragrance and personal care products. The company has also maintained its commitment to empowering women through its direct selling business model, which has created employment opportunities for many Georgian women.
Over the years, Avon has adapted its marketing strategies to meet the changing needs and preferences of Georgian consumers and utilized a combination of traditional and digital marketing channels to reach its target audience and increase brand awareness.
Avon has been actively involved globally and locally in corporate social responsibility initiatives, supporting various causes such as breast cancer awareness, domestic violence prevention and women's empowerment.
Director of the company Ana Tskhadadze summarized Avon’s recent development on the Georgian market in an interview with Golden Brand.
Q. Tell us about the event that took place at the Sheraton Grand Tbilisi Metechi Palace to celebrate Avon’s anniversary.
A. The national sales conference was a highlight of the year, bringing together employees, brand ambassadors and representatives from across Georgia for a day of celebration and networking held at a luxurious hotel Sheraton Metechi Palace in Tbilisi. It was a grand celebration of our achievements over the past 15 years and highlighted our commitment to excellence and innovation. The conference featured keynote speeches, 2022 reports, and interactive sessions focused on various aspects of our business operations including marketing, sales, customer service, supply chain, and corporate social responsibility.
The event culminated in an awards ceremony, recognizing top-performing representatives and celebrating the collective achievements of the Avon Georgia community. The event was a resounding success, inspiring and empowering representatives to take their businesses to the next level and continue driving the growth and success of the Avon brand.
Q. Avon announced at the conference a new charity project with the United Nations Population Fund to help women and children who are victims of domestic violence. Can you share more details about this project?
A. At the conference together with UNFPA we announced a new campaign which aims to raise awareness of the issue of domestic violence and to provide support to victims in need. As a means of cause-related marketing, we have put cosmetic products and accessories specially produced for charity purposes on sale, and the proceeds from the sale are transferred to the charity fund and used for the purposes envisioned by the project. Throughout the year we have been working together with UNFPA to raise funds in order to provide various needs to shelter residents, such as reproductive health, psychological support, household items, etc.
As part of an annual global campaign “16 days of Activism” we plan to organize additional series of events and activities to increase social mobilization around the issue and raise target funds for the cause.
Q.Why did you choose to help women and children affected by domestic violence? How did you distinguish this problem from many others?
A. Avon's commitment to domestic violence is rooted in our long-standing dedication to empowering women and promoting gender equality. We recognise that domestic violence is a pervasive issue affecting thousands of women and that it is a critical barrier to women's empowerment and well-being.
Through our CSR initiatives, we seek to support and empower women and to create a world where they can thrive and reach their full potential. By focusing on domestic violence, Avon is able to address a key challenge facing women in many of the communities where it operates, and to provide vital support to those who are most in need. Domestic violence is a highly sensitive and emotionally charged issue and by working with partners such as the UN Population Fund, we are able to tap into a network of like-minded organisations and individuals who share its commitment to gender equality and social justice.
Q. Let's talk about steps taken against breast cancer — how was 2022 for Avon in this regard?
A. Avon has a long-standing commitment to breast cancer awareness and support, which is reflected in its Breast Cancer Promise program. Since 2013, when the fund was established in Georgia, we have made significant progress towards our goals of raising awareness, promoting early detection and supporting patients in psycho-social rehabilitation. Together with Europa Dona Georgia we created “Pink Space”, where we served more than 4000 patients and provided breast cancer screening for over 2000 women. Avon’s achievements in Breast Cancer Promise in 2022 demonstrated our ongoing commitment to this critical issue. Through its fundraising initiatives, Avon Georgia is helping raise awareness, promote early detection and provide information, bringing hope and support to those affected by breast cancer.
Q. What are your plans for the company's development in the future and also in terms of introducing new products?
A. At Avon we believe in creating high-quality cosmetics that meet the needs of our customers while also promoting sustainability, transparency, and ethical sourcing practices. To this end, we are focused on increasing the ratio of products we manufacture in Europe, leveraging the region's strong heritage in cosmetics and commitment to environmental and social responsibility.
Our plans for future years also include introducing new formulas while maintaining our cult & hero products. These products are already beloved by loyal customers and we understand that they play a crucial role in their beauty routines. By striking a balance between introducing exciting new products and retaining our most popular products we aim to continue to meet the changing needs and preferences of our customers while building upon their established reputation and success.
In March we launched the latest innovation in lip color, the Hydramatic Matte Lipstick with Hyaluronic Core. This provides long-lasting color with a smooth, velvety matte finish while hydrating and plumping lips with a hyaluronic acid-infused core. In May we introduced another innovation in skincare — Anew Renewal Power Eye Cream which is designed to target the delicate skin around the eyes. The innovative formula contains Avon’s patented Tri-Elastinex technology, which is proven to boost elastin production and improve skin’s elasticity. So, our labs have been hard at work developing innovative new products to help customers look and feel their best this summer.
Q. You have become a Golden Brand winner for the fifth time now. How do you manage to maintain this award year after year?
A. Winning the Golden Brand Award for five consecutive years suggests that we have a strong brand image and reputation in the market, which is thanks to our great team and communities uniting over 20,000 women across the country. We have a strong and consistent approach to delivering high-quality products at irresistible value and services that meet the needs of our customers. This also includes innovative marketing strategies, new product formulations, and new delivery methods.
Archi to Build New Residential Complexes, Hotels, Apart-Hotels in Georgia
Written by Super User
Georgia’s leading development company, Archi is currently involved in construction projects across nearly all districts of the capital city of Tbilisi, with plans to expand into new developments in Rustavi, as well as coastal and mountain resort areas throughout the country.
Archi has become the most sought-after development company in the region, with a sterling reputation for reliability and stability. Since its foundation in 2006, Archi has completed 43 residential projects, providing more than 30,000 residents with a combined completed living space of over 805,000 sqm. Additionally, the company currently has 20 ongoing projects.
In the past year alone, Archi has completed seven projects and launched six new ones. As of 2022, approximately 1,700 families have chosen Archi. The company has also achieved record-breaking sales, with 151 apartments sold in a single day at the Archi Kikvidze Park project.
CEO of Archi Shio Khetsuriani summarized Archi’s recent development on the Georgian market in an interview with Golden Brand.
Q. Archi has become the favorite development company of Georgian customers and experts participating in the Golden Brand survey. What led the company to this success, in your opinion?
We express gratitude for the esteemed Golden Brand award, and we are honored that Archi has been selected as the preferred development company for two consecutive years.
Our residents' well-being and satisfaction are Archi’s main priorities and we strive to create a premium and comfortable living environment for them. Quality is one of the primary reasons why our residents opt for Archi.
Our relationship with the residents does not conclude with the purchase of an apartment; instead, it marks the beginning of a journey of building and strengthening our relationship. We celebrate almost all the holidays together and organize various events to acquaint our residents with each other. This year, we are planning even more activities to further enhance our extended family's bond.
Furthermore, we are proud to announce the opening of our newest office at Tamarashvili Street, located in the Archi Central Park building. Our customers can now choose from four convenient locations to visit us - the Tbilisi Concert Hall building, Gldani Home Office, Isani Home Office, and the Archi Central Park building on Tamarashvili Street.
Q. The latest reports and statistics show that the price of residential apartments is on the rise in Georgia due to a 25% increase in cost for construction materials. What is the price policy at Archi?
According to the latest statistics the average price of residential apartments has increased. Along with the increase in the cost of real estate on the market, the price of construction materials and human resources also increased, so the prices of apartments in Archi increased by about 10%-12%.
Q. After achieving success in residential building construction, Archi is now getting into the construction of hotels and apart-hotels. The company has managed to establish cooperation with the world’s leading brands in this sector. Please tell us about this.
We have established strategic partnerships with some of the world's foremost international brands, including Wyndham and Accor, and have planned to construct hotels in various locations throughout Georgia, including the Black Sea resort city of Kobuleti, the wine region of Kakheti, and the small town of Sioni near Tbilisi.
In collaboration with Wyndham, we are engaged in the development of a multi-functional apart-hotel, the Ramada Residences by Wyndham in Batumi. Similarly, with Accor, we are proud to announce that Georgia's first Mövenpick Hotels & Resorts is set to open in Kobuleti in 2028. We are confident that these hotels will significantly contribute to the promotion of the resort amongst both international and domestic travelers, and we express our gratitude to our partners for their trust.
Moreover, we have exciting plans for future projects, including the initiation of a new residential complex in Rustavi, which we will commence this year.
Simply Better With Anchor Butter: New Zealand Butter Wins Fourth Golden Brand in Georgia
Written by Super User
Delicious, rich, creamy and golden Anchor butter from New Zealand continues to put delight in every bite all across Georgia.
Anchor has been providing a variety of butter in Georgia to suit customer taste for five years already. In return, Georgian customers have shown their appreciation for the fourth year in a row with the most influential and prestigious business award, the Golden Brand.
Lasha Babuadze, the founder of Everest 2010, a Georgian company importing and distributing Anchor butter in Georgia, summarized five years of operations in an interview with Golden Brand.
Q. Could you please recall when Anchor was first introduced to the Georgian market and how it became Georgian customers’ favorite brand of butter?
A. Anchor butter was founded in New Zealand in 1886. Exports to Georgia started in 2018 with marketing relying heavily on the product’s New Zealand heritage. That year, 85 tonnes of Anchor butter were imported to Georgia. Due to increased demand for the product and growing sales, we increased the import of Anchor butter to 130 tonnes and some years even more.
Anchor is available in 140 countries, including Georgia. The brand is proud to be successful everywhere it goes. With its taste and unique composition, Anchor butter easily wins the hearts of customers. Anchor is a fridge staple, eaten and loved by Georgian families around the country.
Q. Please share Anchor’s “story of goodness” from farm to table with us.
A. We know that consumers increasingly want to know where the products they buy come from, so we believe it’s important to highlight that the Anchor brand comes from New Zealand. Today, thanks to over 130 years of good old dairy know-how, modern innovation and ingenuity, the goodness of Anchor is available in over 160 products.
With more than thirty manufacturing sites across the country, Anchor processes about 16 billion liters of milk every year and exports about 95% of its local production to more than 140 countries.
Made with only the freshest cream from pasture-fed cows, Anchor butter has no additives, no preservatives and no coloring.
The key to Anchor’s worldwide success is its quality, which begins with the pastures and continues at every stage of production.
Q. Anchor always emphasizes New Zealand’s pastures when talking about the quality of its butter. What is so unique about New Zealand’s pastures that make the butter healthy and tasty?
A. The unique mild climate of New Zealand, the vast evergreen pastures and cows raised in an ecologically clean environment, are what determine the consistently high quality of milk and thus Anchor's butter.
Anchor boasts a GRASS-FED certificate which means that the butter is made from the milk of cows which graze on grass year-round.
New Zealand is a country with unique nature and climate, where a balanced amount of precipitation and sun makes it possible for all life to thrive.
It is located on the southern edge of the world, between the Tasmanian Sea and the Pacific Ocean. This is a place remote from industrial civilization, with pristine nature and purity for thousands of years.
The country is located on two large Islands, North and South, covered with dense forests, endless emerald-green pastures and majestic mountain ranges. The ecosystem is provided with both regular rainfall and the ideal number of sunny days per year, creating ideal conditions for plant growth. Due to the temperate climate and fertile soils, pastures thrive there. The grass grows rich in nutrients and with an incredibly verdant color.
New Zealand has more than six million dairy cows, with a human population of 4.8 million.
Grass is a natural food source for cows, and New Zealand is an ideal place to grow it all year round. At least 2,000 hours of sunshine a year, a fair amount of rain, favorable average daily temperatures and vast expanses of fertile land – these are ideal conditions for dairy farming.
It is a fact that well-fed cows produce high-quality milk, and that is why New Zealand farmers focus on growing green grass of selected quality and apply the best farming technology to maintain the health and well-being of cows on natural, free grazing. They spend up to 90% of their time in open pastures each year, and 85% of their diet is green grass. New Zealand has won international recognition in the field of animal welfare. The global Animal Protection Index also assigns the country first place.
Q. As we know the New Zealand government prohibits the use of growth hormones and antibiotics in dairy farming and we know that Anchor butter is also free from additives. What does it contain instead?
A. Yes. New Zealand milk is a natural source of a biologically available form of calcium, and rich in a number of other essential nutrients, protein and vitamins.
Butter is one of the purest dairy products in the world. Real New Zealand butter has a rich yellow color due to beta-carotene, a natural yellow pigment that gets into the milk from the grass that cows eat in New Zealand all year round.
Anchor butter contains beta-carotene, which is converted to vitamin A in the human body, a powerful antioxidant essential for the growth and proper function of the eyes and bones, for healthy skin, hair and the immune system.
It also contains vitamins D, E and K, which promote height growth and bone strength. That is why Anchor butter is great for children.
The beneficial properties of butter do not end there. It contains omega 3 and omega 6, which are not produced by the human body, but are essential for its healthy functioning.
Butter contains the vitamin CLA, which reduces the number of fat cells and promotes muscle growth.
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Alma Leads Outdoor Advertising Industry in Georgia with 90% Market Share
Written by Super User
Georgia’s leading company in the outdoor advertising market, Alma, is continuing to help businesses in the country reach a large audience, increase brand awareness, and establish credibility with customers through innovative approaches and solutions.
Over 28 years of operation, Alma has managed to capture 90% of the outdoor advertising market.
“Alma has the exclusive right to advertise in Tbilisi and Batumi airports, and on public transport (metro stations, buses and bus stops). Alma was the first company to install bus stops throughout Georgia. We have introduced a lot of innovations to the outdoor advertising industry in the country. Alma’s portfolio includes over 5,000 advertising panels so far,” Chief Executive Officer of the company Giorgi Trapaidze said.
Alma offers complete solutions for any outdoor advertising campaign, starting with research on various outdoor advertising products in the area of the customer’s interest, including a detailed analysis of location, visibility, exposure level and cost.
The printing machines at Alma’s print house allow for high-quality printing on banners, mesh banners, polyposters, tape, photo paper, any flat, hard surface, paper, canvas, wallpaper, mesh stickers, stickers, floor stickers, and other surfaces or areas.
Thanks to the company’s success in 2022, Alma has won the most influential business award in Georgia, the Golden Brand, again this year.
Q. Alma has won the Golden Brand award again. How has the company maintained the title of Georgian customers’ favorite advertising company?
A. Alma's success and sustainable development is largely due to our team of highly competent people and the attitude that exists in our company. The Golden Brand award is proof that we are developing in the right direction and that our projects serve the interests of our customers.
Q. The company says that the Golden Brand award increases awareness of Alma in the local and international market. Tell us what plans you have for the international market and how Golden Brand could help.
A. Outdoor advertising is much more in-demand in the international market than in Georgia. Every year we attend the Annual World Out of Home Congress, where we have the opportunity to meet and talk with companies that operate in other countries, including the outdoor advertising giants JCDecaux, Clear Channel and others. They share their experience with us, and we talk about Georgia. Each of our successes in Georgia better presents us to our foreign partners, and naturally this victory in the Golden Brand awards contributes to this process.
Q. There is a diversity of companies represented on advertising banners in metro stations. The number of Alma’s clients has probably increased. Share with us the statistics, please.
A. There was a crisis in the advertising industry and in other sectors in 2020 and 2021, for obvious reasons. Because the metro stations were frequently closed due to the pandemic circumstances, this hurt us a lot.
Although the pandemic was stabilizing in 2021, clients still felt that there was a theoretical chance that the stations would be closed again, thus preferring to run campaigns in the city rather than underground.
As the situation stabilized, our team made a lot of effort to rekindle customer interest in this medium. In the end, with the passing of the pandemic, the demand for the metro increased significantly. Compared to 2021, in 2022 there was three times more advertising activity, which included both one-time campaigns and full-year contracts.
Metro advertising medium is one of the most powerful in our diverse portfolio, as 40% of Tbilisi residents use this means of transport practically every day, so advertising campaigns carried out here in most cases exceed expectations.
In today's outdoor advertising market, metro's share is 15%, but considering the trends we assume that it will be at least 25% in 2023-2024.
Q. One of your clients saw customers increase by 200% after an advertising campaign in the metro. Why does metro advertising work so well?
A. Closed space, delay time, more than 500,000 trips per day — this is an incomplete list of reasons that practically guarantee the success of advertising placement in the metro.
Indeed, shipping company Maleo, which was placed in outdoor advertising only in the metro, really achieved a 200% increase in customers in two months; although to be honest, this is only one example from the many successful campaigns that were done in the metro.
It is, in fact, difficult to think of a company that at least once placed visuals in the Tbilisi metro and was not satisfied with the result.
Q. Alma's innovative promotional offer has impressed passengers and customers. I mean lenticular banners, through which different visuals can be seen from different angles. What was the result of this advertisement?
A. Lenticular banners were another innovative product that Alma offered to customers. As you know, Alma is famous for its innovative approaches and solutions in the Georgian outdoor advertising industry. We follow outdoor advertising trends of developed countries, and try to introduce these innovations in our country.
One of such projects was lenticular advertising, which is a static advertising page. Dynamic, transitioning visuals attract people's attention five times more, so the effect is much greater.
This time we used lenticular banners on escalators in metro stations. We are working to distribute this product in other media (presenting a number of technical difficulties).
And we have many more interesting and important projects ahead.
Q. In general, how often do the customers benefit from the services of Alma designers?
A. Design services are one of Alma's services, although not the leading one. This is more of a support for our customers who cannot get such a service with internal resources. We often share our views on what type of content will work best in a particular advertising direction, and we're happy to share our knowledge based on our years of experience.
Allstone Becomes Official Representative of Turkish Elkay to Georgia
Written by Super User
Allstone, a Georgian company specializing in high-quality stone quarrying, has become the official representative of Turkish company Elkay, which produces chemicals used for industrial stones.
“We started negotiations with Elkay last year and became the official importer and distributor of its products to Georgia. This is a Turkish brand which produces construction chemicals such as glue, putty, silicone, stone protector, etc. We wanted to find what would be the best for our stone and Elkay is exactly that. The highest quality materials for the highest quality stones and, most importantly, comfort for our customers — everything in one place,” director of the company Archil Khacheishvili said.
Khacheishvili added that 2022 was “quite a challenging year”, yet the company managed to expand with a second showroom in Georgia.
“As of today we have two showrooms in the country. Our main goal is to satisfy all the requirements of our customers. The market is growing, and our main goal is to offer customers a choice of high quality natural stones and services. Overall, I can say that 2022 was also very fruitful for Allstone,” he added.
The unique facing materials created with natural stones excavated from Allstone’s eighteen quarries provide a wide variety of products and guarantee an environmentally-friendly natural stone selection.
Two high-tech factories operating at international standards and with the latest equipment refine the materials with maximum precision and can create any and all designs with fast turnaround.
“Our team has been excavating, transforming and selling natural stone products from proprietary quarries for more than ten years. This experience provides us with a guarantee of quality, and recognition from businesses and private customers. Our own quarries, own high-tech factories and current location, with its simplified tax conditions, allow us to offer our local and international partners the best price and transportation options,” Khacheishvili said.
The company takes both retail and corporate orders. The warehouses allow customers to look at a wide range of products, select any shape, size and texture of product, and plan for its transportation, from one convenient location.
Q. In the category favorite facing materials, Allstone has won the Golden Brand award. This is the fourth Golden Brand for Allstone. How do you maintain this title and success in your opinion?
A. We are happy to see that our company is the leader in its segment again this year. We want to thank all of the experts who nominated us as the leading company.
Allstone is distinguished by its high quality, comfortable service, fast and reliable delivery of products, and large warehouse. Our entire team is focused on the customer and 100% satisfaction of their requirements. With a responsible attitude to each order and correct communication with customers, we process the stone with maximum precision and deliver it to the customer. Our main goal is to offer the customers a selection of high-quality natural stone and of course high-quality service. Quality is a priority for us.
Our success is due to our loyal customers. We would like to thank each of Allstone’s customers and partners for their continued loyalty.
Q. Allstone quarries are located in Turkey. Please tell us about the stones you get from them.
A. Yes, our quarries are located in Turkey. We have two quarries for obtaining marble, one quarry for cyanide, and several quarries for travertines. We get the highest quality stones from these quarries.
Allstone offers travertine, marble, mosaic, mosaic figures, cornice and porcelain stoneware tile.
Travertine is the most popular stone for the facade, and for interiors marble, granite, quartz and porcelain are trendy.
The market is growing fast, and the demand for natural stone is huge. Our company has established a solid position in the market and we are one of the largest importers of natural stones. And we meet at least 50% of the travertine demand.
Q. Can you briefly describe the complete cycle from quarrying to delivery to the customer?
A. First the stone is extracted from the quarry and is given the shape of a block in the first factory. The stone is cut to size in the second factory, processed and given its final shape, and is then imported to Georgia and placed in our warehouses. Then we deliver the products to the customers, and here I would like to mention that in case of any flaws, we are customer-oriented and in basic cases we try to satisfy all their concerns.
Q. Please tell us about large projects in which Allstone is involved currently.
A. We cooperate with various companies from different sectors, such as construction companies, private entities, restaurants, hotels, and others.
I would single out the Swissotel Tbilisi project, which will be finished soon.
Overall, one of our most distinguished projects was City Court, which is covered completely with our travertine.
Allstone also worked on Hotel Mercure, Hotel Ibis, and other large projects.
Allstone also cooperates with private entities and among its projects are private houses, swimming pools and interiors.
Q. How popular is it in Georgia to use natural stones in the façade of a building?
A. Recently the demand for natural stone has increased. Customers use it for the façades of buildings and for interior design. Covering a building with natural stone is just now very trendy.
More Than a Medical Supplier: 4Hospitals Improving Healthcare in Georgia
Written by Super User4Hospitals, a medical supply distribution company established in 2014, offers medical products and services to clinics in Georgia to ensure they deliver the best care.
The company is an authorized distributor of a large number of internationally known brands, whose portfolio includes a variety of more than 1,000 medical products for traumatology, plastic and aesthetic surgery, general surgery, cardiology, medical hospital furniture, laboratory and diagnostics, anesthesia.
4Hospitals cooperates with more than 100 clinics in Georgia. The company has gained trust and popularity not only in the local market, but among foreign partners as well. The company has been granted awards for its outstanding activities in the Best Medical Distribution Company of the Year Carrefouri l category by Polytech Health & Aesthetics GmbH, GRENA Ltd, IME-DC GmbH, and now from Georgian business award Golden Brand in the category "Medical Products and Services".
Nino Gamkrelidze, Chairwoman of the Board of Directors, and Davit Tsintskaladze, CEO of 4Hospitals, sat down with Golden Brand to explore the role of supply chain management in healthcare and review the company’s activities.
Q. In the category of Medical Products and Services 4Hospitals has won the Gold Brand Award. In your opinion, why did experts and customers name you as the best company?
Gamkrelidze: There are about 40 medical companies operating on the market and 4Hospitals is among the top five, the youngest, and with the most diverse medical products in its portfolio. This means that we are developing at the fastest pace.
With tireless work, we have managed to occupy a unique niche in the market. Our uniqueness lies in the fact that we have a complete portfolio of products for the medical field and are able to fully meet the requirements of clinics.
Attention to details, continuous and timely delivery of products, monitoring of the quality of services — these are the things that distinguish 4Hospital from other companies and lead us to market leadership. We have also made the right communication with the public and reached a larger audience through various sources. We have become more of a trendsetter company than a follower, which means that we dictate certain rules and standards in the market to our competitors.
Q. In addition to Golden Brand, what are other awards that the company boasts?
Tsintskaladze: The company got its first recognition years ago from the British medical products company Grena, whose exclusive representative in Georgia is 4Hospitals. At a joint meeting of distributors, which was attended by representatives of 40 different countries, 4Hospitals was presented with a certificate for "outstanding work".
The next award came from the German company Poytech, which is represented in over 80 countries. The company awarded 4Hospitals "for outstanding activity and work".
Also, the German company IME-DC, which is represented in more than 40 countries, awarded us another certificate for "outstanding activity".
However, we consider the greatest reward and asset in the team to be the trust and recognition we have earned from our customers.
Q. How would you summarize the company’s development from 2014 to the present day?
Gamkrelidze: First, let's talk about the positive dynamics: although the market is very competitive, we managed to be dynamic and saw a radical increase in both the assortment and sales volume. In 2021, we saw an increase of about 45% year-on-year, and in 2022, 38%.
The company has grown quite a bit in the last year and a half, which has resulted in the development of infrastructure and a doubling of employees. Currently, we employ 50 people in 4Hospitals. A western regional office was opened in the country’s third largest city, Kutaisi.
As for obstacles, the biggest in the last three years has certainly been Covid-19. Recently we have been facing a new challenge — Diagnosis-Related Group, a new regulation for financing healthcare operations. This primarily affects clinics, which directly affects us.
As in past years we still face fierce competition, which does not scare us; on the contrary, it strengthens us and motivates us to improve. This is not a challenge, it is a natural process.
What is really a challenge for the company are the frequent changes in healthcare regulations, which creates uncertainty in the sector and directly affects us. Uncertainty equals delay and requires full mobilization, sound decision-making and planning.
Q. What is the company's contribution to the development of the medical field in Georgia?
Tsintskaladze: We believe that our contribution is quite important in providing smooth, continuous and correct services of medical products to clinics so that they can also provide timely and smooth service to patients. It is the continuity of this chain that determines development of the sector.
We are leaders in invasive surgery, such as laparoscopic surgery. We try to have innovative and high-tech products on the market. It is partly our credit to support this sector by creating a continuous supply of products that meet the demands of clinics with an ideal balance of quality and price. Also I would highlight our contribution to bariatric surgery, which is developing based on our efforts, in some regions of Georgia.
Q. From which countries do you import products?
Gamkrelidze: Today we have up to 80 regular and 70 occasional suppliers in the international market. We import products from America, Europe and Asia. The company is actively involved in both international exhibitions and locally held conferences and exhibitions in various fields. We are always trying to increase the assortment and quality.
We always try to select products on the principle that the quality is adequate in relation to the price and meets the requirements of our base, because our main task is to be competitive and keep costs down.
