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Element Holding: Capable of Undertaking Construction Projects of Any Complexity

With ten companies involved in the construction sector, parent company Element Holding has cemented itself on the Georgian market as one that can undertake projects of any complexity with total quality assurance.

The scope of activity of the daughter companies covers such important areas as floor technologies, electro-mechanical engineering systems, production of steel structures, sandwich panels, waterproofing systems, dry construction mixtures, consulting services in labor safety and quality control, construction materials and light equipment, construction equipment and inventory rental-shipping, etc.

The company continues to develop not only on the local market but also abroad by establishing ALL-P UZBEKISTAN, a member of All-P GROUP, which in turn is a member of Element Holding.

Chief Executive Director Zakro Ebelashvili says that ALL-P UZBEKISTAN was founded in 2022 and is currently working on a “number of projects” there.

Ebelashvili believes that 2022 was a “distinguished year” with several innovations.

“We undertook the first large-scale production of precast, reinforced concrete structures in Georgia. This created unprecedented opportunity for construction companies to manage the construction process with reduced costs and improved quality," he said.

Q. Element Holding has won the Golden Brand award for its contribution to the Georgian construction market. Let’s talk about the company’s contribution to the sector.
A. The development of the construction industry in Georgia is part of the strategic goal of Element Holding. This award confirms that we have successfully completed this important task. Of course, we will continue activities that will benefit the construction sector in the future, as this is a continuous process for our company. The recognition of our efforts by Golden Brand is an additional incentive to be more active in the field, which in turn has a great influence on the country's economy.

Element Holding is doing projects in several strategic directions in the construction sector. Companies included in the Holding systematically introduce innovative services and products in the Georgian construction sector. Thanks to the services offered by our companies, we've been able to bring foreign companies here. Innovations in the field of construction create favorable conditions for the activities of various sectors and, accordingly, influence the development of many industries.

To strengthen the field, Holding systematically shares knowledge and experience. For example, we are currently involved in a mentor program with construction material manufacturers operating in the regions.

Through this program we are involved in everything from obtaining new qualifications to helping technical colleges.

For the development of the field, we foster the innovative ideas of young architects and encourage them to establish modern visions. We have been supporting the Tbilisi Architecture Biennial for years.

Q. Please introduce us to the companies with which the history of Element Holding begins.
A. The first company was founded in 2007 – ALL-P GROUP - whose main activities were industrial flooring and waterproofing systems, which includes troweled concrete surface floors, polymeric floors, flexible flooring covering, textile flooring coverings, flat roofing systems, and construction of houses. ALL-P GROUP brought terrazzo, Vetrazzo, and rustic floors to Georgia for the first part, and mechanized flooring underlayment.

Our success in various niches gave rise to new ambitions. Thus Element Construction was created, which operates in the field of industrial, hydrotechnical and civil construction. Element Construction's many projects showed us the need for more niche companies with modern services, the shortage of which was clearly felt in the Georgian construction sector. Today Element Holding offers customers an unprecedented complex service.

There is also ALL-P METAL, a steel structure fabrication plant with all the necessary equipment. The company offers customers manufacturing and installation of bridge cranes, and if necessary, restoration. ALL-P METAL services include installation of sandwich panels. In addition, the company manufactures tin accessories and is responsible for their installation. The services include the production of metal molds of any complexity and purpose.

Another successful member of Element Holding is TFOX, an importer of construction equipment and materials in Georgia. With premium quality brands, energy-efficient building materials, and a wide selection of industrial machinery, it creates a continuous and stable supply chain for the B2B sector. It is the official representative of such manufacturers in Georgia as the Swiss company SFS, the Turkish industrial equipment brand OSCAR, and the German industrial equipment manufacturer WEBER MT. TFOX has gained the status of the official representative of OSCAR and WEBER MT in the Caucasus region.

Founded in 2022, Zerone is a new daughter company of the Holding, offering customers the design, installation and service of electro-mechanical engineering systems.

Spec Rent is also a member of the Holding. It offers customers construction equipment and inventory. The company's service also includes shipping.

Labor safety and construction quality control are important for the construction field, which is provided by the consulting company Experts For Solutions.

The first Georgian dry mixture company Formula is a member of the Holding as well. It is equipped with the latest technologies, machinery and a modern laboratory.

Gianelli is a particularly interesting subsidiary of Element Holding. It creates unique work using concrete and fiber concrete. Gianelli is fully versed in modern architectural approaches and quality characteristics. The vision of the brand is also reflected in the products, which are made from recycled, eco-friendly materials.

Q. How would you describe the construction sector of Georgia? What are the challenges the companies are facing?
A. Statistics show that the construction industry in Georgia is growing. The development of the sector is directly related to the economic development of the country and the employment rate.

There are many players in the market. All of them must adjust to international standards, which means not only quality control of materials and construction, but also systematization of the entire process.

As for the business environment, I think today Georgia offers quite flexible conditions to the local business sector and international investors as well.

Q. Element Holding is involved in creating and improving professional programs in the field of construction. Why are such initiatives important for the sector and why is it interesting to your company?
A. This initiative was preceded by a study of the requirements of the construction market by Element Holding. This included the assessment of recruitment statistics in the construction sector, identification of a lack of labor competence and skills, and the identification of the most in-demand and scarce personnel.

Research findings are important, evidence-based information. It is the basis for making changes to our action plan, reporting and monitoring processes. Data is shared with stakeholders, which will increase access to quality education in the construction sector in the short and long term.

Element Holding continues similar activities based on the company's strategic goal - to contribute to the sustainable development of the construction sector and the country's economy.

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Element Construction - Only Company in Georgia Offering Precast Reinforced Concrete Structures for Industrial Installations

Element Construction, Georgia’s top industrial construction company, is bringing innovative solutions to industrial construction and contributing to the development of the field.
Lado Buskivadze, Executive Director of the company, told Golden Brand that it is the first and only company in the local market to introduce precast reinforced concrete structures as of last year.
“In Georgia only Element Construction offers design and construction of industrial installation using the precast reinforced concrete structures. Costs and terms of industrial construction are reduced, while quality is improved," Buskivadze said.
Buskivadze says that "reasonably planned development stages" have made the company the market leader, noting that in the beginning, about 16 years ago, the company worked in flooring and waterproofing systems, and introduced a number of innovative products and services there.
The success achieved in these niches allowed Element Construction to move forward.
“The expansion of human and technical resources allowed us to take first steps in civil construction, followed by a series of interesting projects in the field of hydro technical and, of course, industrial construction,” Buskivadze said.
Currently the company covers the whole territory of Georgia and offers full service to customers in terms of design, construction planning, management and execution for industrial, hydraulic, hotel, infrastructure, commercial, public and educational facilities.
Q. In the category of “favorite industrial construction” Element Construction has won the Golden Brand award for 2022. Please summarize 2022 and tell us about the biggest achievements of the company.
A. Industrial projects carried out in different parts of Georgia in 2022 were mostly under the Element Construction brand. Different sectors chose Element Construction for the purpose of building new, or adding to existing, businesses.
Designing and building services were especially in demand among companies operating in the agricultural sector. From the wine sector, there was cooperation with Wine Kakheti, Binekhi and Shilda Winery. We are building a blueberry processing plant in the Samegrelo region. We have completed designing and construction for the poultry company Noste. We completed construction of fourteen agricultural buildings, located on 24,000 sq.m., in just four months.
We also cooperate with medical and pharmaceutical companies. Construction of Impex multifunctional complex and Global Farms logistics center has been completed. We have carried out design for pharmaceutical company Aversi and currently negotiations are underway on the construction phase.
Element Construction is building a third enterprise for LTB furniture materials manufacturing company. Construction of the Eurotrade multifunctional complex, which includes office and warehouse space, has been completed. We are involved in work for the distribution company Libo Group, plastic bottle production company Alfa Pet, printing company Color Group, among many others.
The common trust in and choice of Element Construction among various sectors has deservedly brought the company to the status of Golden Brand.
Q. What is the basis of successful industrial construction?
A. Many factors determine the advantage of Element Construction in the sector. As a daughter company of Element Holding, which unites more than ten successful companies, Element Construction has resources which allow us to offer customers complex execution of large-scale projects.
The scope of activity of the daughter companies covers such important areas as floor technologies, electro-mechanical engineering systems, production of steel structures, sandwich panels, waterproofing systems, dry construction mixtures, consulting services in terms of labor safety and quality control, construction materials and light equipment, construction equipment and inventory rental-shipping, etc. Customers know very well that with the involvement of the holding member companies, Element Construction can undertake projects of any complexity with total quality assurance.
Q. In addition to industrial construction, which services were in demand in 2022?
A. Design. In addition to industrial construction, in 2022 the company's design service has reached a completely new scale. We can safely say that for industrial and civil construction, we offer customers a modern vision. The proof of this are architectural projects for the American restaurant chain Wendy's. We built a Wendy's restaurant on a new design, according to the American restaurant chain's plan for 2023.
The project designed and done by Element Construction is distinguished by architecture, design and technology. The work included construction, repair, engineering and improvement of the external area. A Wendy's with a similar design will appear in America next year.
A number of local brands have also benefited from the company's design services.
With the help of our qualified team our company offers its customers the following design services – topographical, geological survey, architectural, structural, and mechanical, electrical and plumbing design.
Q. What determines the international standards of the company?
A. Observance of international standards and constant quality control are characteristic features of the company.
Element Construction has obtained the certificate of the international quality management standard ISO 9001:2015, and has ISO 45001:2018 (professional health and occupational safety standard). The company's formula for success is continuous development. We never stop regardless of what we've accomplished. Development presents us with new challenges, which the company responds to with renewed ambition.

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20 Years, 100+ Products: Doehler Brings World Trends to Georgian Beverage Market

A global producer of natural ingredients, ingredient systems and integrated solutions for the food, beverage and nutrition industry, Doehler Georgia has developed more than a hundred innovative products for Georgian non-alcoholic beverage market over its twenty years of operations in the country.

Using the best of nature and innovative technology as the company’s starting point, Doehler’s portfolio ranges from natural flavours, natural colours, natural health ingredients, a vast range of plant-based ingredients to ingredient systems and end-to-end solutions.

“The demand for healthy products and the use of natural raw materials is increasing steadily. The goal of Doehler Georgia is to serve our customers with new product solutions to create successful products on the market, so our team will continue to offer technological innovations and the latest developments to the food industry, products that have additional functional value and contribute to physical and mental well-being,” Commercial Director of Doehler Georgia, Nani Tsulukidze, told Golden Brand.

Q. Doehler Georgia won the Golden Brand award in the category “food industry ingredient". What does this recognition mean to the company in Georgia and for the head office in Germany?

A. We are proud to win the Golden Brand award and it is very important to see that our partner manufacturers, experts and industry consultants are in line with our strategy. It’s great that people now understand more and more the importance of healthy, safe and natural ingredients, trust in Doehler as their partner. Both the local and head offices love to see our hard work appreciated.

Doehler Georgia, like many companies in the world and in our country, went through some hard times with the COVID-19 pandemic, but we never stopped working on new projects and products, and once the restrictions of the pandemic were lifted, we jumped back into operations.

It is especially gratifying that we could gain new companies as partners, which are also focused on creating healthy, natural products. Doehler closely monitors world market trends and strives to offer the right product launch idea and international experience to our corporate clients at the right time. Thanks to these cooperations, new products developed in the Doehler Georgia application lab appeared on the Georgian market at the beginning of 2022, for example non-alcoholic and energy drinks. The new products soon became popular both in Georgia and in export countries.

Q. Could you please tell us about some of the new products offered by Doehler Georgia?

A. Using the best of nature and innovative technology as the company’s starting point, the Doehler portfolio presents more than 5,000 natural food ingredients – natural flavors, fruit and herbal extracts, healthy functional ingredients, cereals, vegetable milk ingredients, nut pastes, fruit and vegetable preparations, natural food colors, natural sweeteners and vegetable concentrates, chocolates, malt, coffee and tea bases, a vast range of plant-based ingredients to ingredient systems and end-to-end solutions.

Our customers know that the company always surprises them with natural products and innovative ingredients. In addition, our customers are always aware of what is happening in the global markets, what are the trends, which fruit flavours are in demand, what types of drinks are preferred, what functional ingredients are popular among health-conscious customers and more. We have been striving to make drinks healthier, functional and nutritional, and many manufacturers reduce the amount of sugar, use natural ingredients and add vitamins.

Q. As we understand, ingredients suitable to the taste of Georgian consumers were developed in the German laboratory. Can you give some examples of those products?
A. For example, aromas of the saperavi grape variety, Georgian pear and tarragon.

When Doehler came to Georgia about twenty years ago, it was a challenge to create acceptable flavours for the Georgian market. A Georgian consumer is quite well aware of drinks, as we are a “cradle of wine” and a country of lemonade as well. So, it was very important that the flavour, taste and colour is authentic, and most importantly, natural.

Georgian flavours are in demand in other countries as well, but the main share of sales comes from Georgia, of course.

Q. What is the current market share of Doehler in Georgia?

A. Today, Doehler Georgia supplies most of non-alcoholic beverages producers in Georgia and has been maintaining its leading position for years.

Food and beverage market is growing in Georgia and success of new projects will certainly have a direct impact on the our growth as well. With natural raw materials and innovative technologies as our starting point, we always go one step further to create real added value for customers and consumers. This is how we bring ideas to life and pave the way for turning smart ideas into amazing products – for unique, multi-sensory experiences and Nutritional Excellence.


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Dirol Launches “Get A Taste Of It” Campaign in Georgia, Preparing “Great Initiatives” for 2023

Global chewing gum brand Dirol, owned by the multinational food and beverage company Mondelēz International, based in the United States, continues to develop its product line in Georgia.
Recently Dirol in Georgia launched a new campaign “Get A Taste of It”. When there are so many interesting things around us nowadays, people could easily be distracted. It can be difficult to focus. Dirol offered the bright and long-lasting taste which makes your favorite things even more pleasant without any distraction. The idea is that with Dirol you plunge headlong into everything you like, and nothing can stop you.
“Now we are preparing great initiatives for this year – for example, we will be participating in big modern hype events,” Nukri Vacheishvili, Key Account Manager for Mondelēz Georgia, told Golden Brand.
Dirol once again won the country’s most influential business award, the Golden Brand, reflecting its place as Georgians’ favorite chewing gum.
Q. Georgian customers have named Dirol their favorite chewing gum again this year. How did Dirol get this recognition, in your opinion?
A. Dirol is very up to date ⁠— trendy, tasty and relevant to our target audience.
Last year we organized a new equity campaign “Live Fresh”, launched two new products and the Dirol Music Mix special SKU in Georgia – all of this drove the growth of the brand.
Q. Golden Brand is given to brands following successful operations of the previous year. Please summarize the year 2022.
A. It was an extremely challenging year for all of us, but we managed to keep close to our consumers by targeting “zoomers, who chew gum to refresh their mind and maintain focus on daily important activities.
During and after the pandemic the chewing habit decreased, but last year we returned to growth, indeed double-digit growth.
Q. What are the recent developments of Dirol as a brand? Please share the brand's progress on the Georgian market.
A. In recent years we have been staying relevant to our consumers by offering juicy new original flavors.
Q. Please tell us about the future plans of Dirol in Georgia. Do you plan to introduce new products to Georgia and which would those be?
A. We cannot reveal all the details, but we are going to take part in big events for young people and have a full pipeline of innovations for this year.
Q. What share does Georgia have in the countries where Dirol is present?
A. The Georgian market is one the most important for Mondelēz. We have been developing our brand here for a long time, but there is still enough room for experiments and new achievements.
We see that buying Dirol has become a stable, everyday habit of Georgian consumers.
Q. Please tell us what makes Dirol unique and why Georgian customers love it.
A. Dirol is unique due to relevant positioning among young people – our consumers trust our brand and recognize it as part of their daily lives.
We also have a strong portfolio of fruit flavors preferred by “zoomers” that drives sales.
Q. What are some investments Mondelēz makes in the Georgian market to promote Dirol?
A. We have been significantly increasing investments to media, in-store and consumer promo in recent years to gain even more ambassadors in the Georgian market.

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About Us

The brand popularity is revealed by the preliminary survey making key focus on creative branding-related solutions. Entrees are judged by about 100 experts. Nominee brands are selected by awareness, popularity as well as by their creative advertising campaigns.

The winners will be granted with diplomas and Golden Brand Statue. The event will be broadcasted via television, radio, printed and online media.


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