Natural juice producers in Georgia are struggling with rising production challenges, according to Gocha Gvinepadze, founder of the company Achinebuli. Speaking on TV program Business Course, he said one of the industry’s biggest problems is the shortage of locally grown fruit, which forces companies to import raw materials.
Gvinepadze noted that although Achinebuli has long worked with Georgian farmers, local fruit has become increasingly scarce. The company now imports cherries, pomegranates, and will soon face supply shortages for blackberries as well. Complicating matters further, the factory operates with European equipment, requiring costly maintenance and parts sourced from abroad.
Another major challenge is the lack of locally produced packaging materials. While a small portion is made in Georgia, prices are not competitive with those in Turkey, Russia, or Ukraine - large markets with cheaper production capacity. The company previously worked with the Ksani glass factory, but it no longer manufactures the bottles and containers needed, forcing producers to import nearly all packaging, filters, and auxiliary materials from Europe.
These factors significantly raise production costs and make Georgian juice exports less competitive internationally. “We buy every component from abroad and then try to compete in European markets against producers who have the entire manufacturing chain in one place,” Gvinepadze said. “For Georgian businesses, each separate purchase involves global logistics and very high expenses, which ultimately makes it difficult to match European or Turkish prices.”
