Company "Chirckhela", which produces Georgian traditional sweets, is working on diversifying of its exporting markets.
As the company's executive director, Irma Kvachantiradze, told BM.GE, the company exports its products to the Czech Republic and holds active negotiating with Israel as well. However, last year, when "Chirckhela" reached the stage of signing a contract with Israel, they refused it due to the political tension in the country and the change of the EU path.
According to Irma Kvachantiradze, based on the fact that there was a need for their products in the Israel market, this market decided to resume negotiations and introduce Georgian traditional sweets to the market.
“We had active and long negotiations with Israel. When we were at the stage of the agreement, an unstable situation began in Georgia. They told us that “you do not have a European vision and we want to work with a country that shares our views,” - so, the political situation led to the suspension of export activities. However, now negotiations have been resumed, since there is a high demand and real need for our products in the Israel market",- Kvachantiradze said.
According to the executive director of "Chirckhela", in addition to Israel, the company is also negotiating with Germany. More specifically, the issue is about bringing "Chirckhela" to Cologne and Düsseldorf. Kvachantiradze adds that the products will enter supermarkets in these markets, where they will be sold under the "Chirckhela" brand. However, the market itself will provide the packaging, which will increase demand for the products.
"Chirchkhela" is a family business that has been operating on the market for 8 years and owns one store in Tbilisi (Vake). The company offers its customers a variety of dried fruits and Georgian traditional sweets.
