“Georgian Agroproduct,” known on the market through its brands “Poporeli” and “Kind&Noble,” is not planning to engage in private label partnerships with retail chains at this stage. Founder Ioseb Manjavidze told BM.GE that the company will continue operating under its existing business model and is not currently considering a shift toward private-label production.
According to Manjavidze, the company is focused on expanding distribution and strengthening the presence of local Georgian products on the market. Negotiations with retail chains are ongoing on an individual basis, though the broader challenge remains creating more incentives for local manufacturers.
He noted that it would be beneficial for supermarkets to introduce dedicated sections for Georgian-made products, a practice widely used internationally to support domestic producers. Meanwhile, manufacturers continue to bear costs associated with working with retail networks, including cashback fees and other charges.
The Parliamentary Commission on Prices has also highlighted that effective long-term economic policy should prioritize market transparency, structural improvements, logistical efficiency, and the development of private labels, rather than direct price controls. Citing the Netherlands as an example, the commission notes that the competitiveness of the FMCG sector is strongly linked to private-label development.
