In order to bolster its production capabilities, Georgian fish processing company Umali has announced a strategic investment in advanced German manufacturing equipment for the 2023-2024 fiscal year. Company Director Geno Naskidashvili said this cutting-edge technology would enhance production efficiency and precision, enabling the company to improve the quality of its products substantially.

With plans to incorporate modern design elements, Umali is committed to staying competitive and responding to the evolving preferences of consumers. The company’s strategy includes inviting foreign technologists each year to share innovative ideas and enhance existing knowledge.

Currently, Umali sources 30% of its production from Georgian fisheries, complementing it with a premium selection of raw materials imported from Norway and other Scandinavian countries, renowned for yielding the highest-quality fish and seafood worldwide.

“We produce around 35 different products, including highly popular fish salads mixed with various spices and herbs,” Naskidashvili said. “Our brand name, Umali, embodies quality and reliability, as we strive to minimize or eliminate preservatives and chemical additives from our products.”

Q. Can you tell us about recent developments at Umali?

A. In 2023-2024, our company made a strategic investment in advanced German manufacturing equipment. This state-of-the-art machinery is designed to enhance production efficiency and precision, allowing us to significantly improve the quality of our products. Additionally, the new equipment enables us to incorporate modern design elements into our offerings, ensuring that we stay competitive in the market while meeting the evolving preferences of our customers.

A technological edge is essential to the success of our company. Each year we invite technologists from abroad to enhance our existing knowledge and introduce new innovations. In terms of logistics, we have successfully established distribution networks across all regions of Georgia, making our company an attractive partner for retail chains.

Q. Let’s discuss the history of Umali. What inspired the creation of the company?

A. Umali was founded in 2016. The inspiration came from the clean groundwater in Shida Kartli, which facilitates abundant trout farming in the region. Our goal was to simplify the sale of products for trout farmers in Shida Kartli.

This idea also received support from the state through co-financing from the Produce in Georgia state program. Like many new businesses, we faced numerous challenges at the outset due to our lack of experience in fish and seafood production. But the professionalism and dedication of our team allowed us to overcome these challenges and transform our ambitious vision of producing fish and seafood in Shida Kartli into a successful business.

Q. How do you source your fish and seafood? From which countries do you import raw materials, and what percentage of your products is sourced from Georgian production?

A. We import raw materials from Norway and other Scandinavian countries, as the cold climate there yields the highest quality fish and seafood in the world. Currently 30% of our production comes from Georgian fish, while the remaining 70% is imported.

Q. How many types of products does Umali offer to customers today, and what distinguishes your products from those of your competitors?

A. Today we produce around 35 different products. The brand name Umali evokes a sense of quality and reliability among consumers. We strive to use minimal to no preservatives and chemical additives in our products. These factors set the Umali brand apart from our competitors.

Q. How do you ensure that Umali products are of high quality and remain fresh on the shelves?

A. Our team of forwarders checks the shelves several times a week to ensure the quality and visual appeal of Umali products.

Q. Umali has extensive experience in the seafood industry. Can you explain how the attitudes of Georgian consumers towards seafood and fish have changed over the years, and how the company adapts its marketing strategies accordingly?

A. The dedicated efforts of the Umali team and the variety of products we offer have restored consumer confidence in fish and seafood.

Q. Are you currently working on creating new products or developing innovations for the company’s future growth?

A. Our team works daily on developing new products and enhancing the taste properties of existing ones. For now, we want to keep our new product a surprise for consumers.

Q. Finally, let’s discuss the benefits of fish and tell us which product from Umali’s offerings is customers’ favorite?

A. Umali produces high-quality fish that provides the body with essential nutrients. Fish is a great source of omega-3 fatty acids, vitamin D, protein, and vitamin B12. Among our top products, I would highlight the fish salads, which are mixed with various spices and herbs. These salads have gained popularity among consumers and are very well-liked.

Q. Umali has once again won in the “Fish and Seafood” category at the Golden Brand awards. How do you maintain this recognition and leadership in the market?

A. The fish market is quite competitive, like any other industry. Our company’s success is driven by the dedication and professionalism of our team members. Each employee considers the company to be a second family, which is a key factor in our continued success.