Georgian traditional sweet churchkhela is moving toward global markets. The brand “Chirchkhela” is participating in a major food industry exhibition in New York (March 8–10), attended by international restaurant chains, retailers, and food industry representatives.
Founder Irma Kvachantiradze told BMGTV that while churchkhela is already familiar to the Georgian diaspora in the U.S., the goal now is to reach a much broader international audience and form new business partnerships. The company was invited after years of participating in exhibitions across Europe and Asia.
At the event, the brand has held meetings with global retailers and restaurant networks. In total, 21 business meetings are scheduled; even a few successful deals would be a major win for the small company.
To prepare for international expansion, “Chirchkhela” is updating its packaging and design and has signed a memorandum with a German company to implement ISO quality standards. Talks are also underway to begin exports to Germany.
Despite its export plans, the brand will continue operating in Georgia and aims to keep churchkhela’s authentic, traditional identity at the core of its global growth.
