Georgian dairy producer Marita is temporarily abandoning plans to sell its products through supermarket chains due to retail markups that would significantly increase prices, company representative Keti Bolkvadze told BM.GE.
Bolkvadze said the company had been ready to enter the retail chains but decided the arrangement was no longer viable. Marita currently sells its products directly to customers, both online and at its premises.
The company is also facing limited production capacity due to reduced milk supplies and is struggling to meet existing demand. As a result, Marita is prioritizing its best-selling products rather than expanding its range.
