Georgian bread brand Mzetamze continues operating on a limited scale despite financial difficulties. Brand representative Irakli Chavleishvili told BM.GE that for more than a year, the company has been producing 500 loaves of bread daily on behalf of the Patriarchate of Georgia.
According to Chavleishvili, the order from the Patriarchate has allowed the company to keep production running while exploring new opportunities for growth. Although the output is small, he said, it helps the brand maintain its connection to the business and prepare for future development. “Despite going bankrupt for the eighth time, the Patriarchate came forward and ordered this bread from us,” he said.
Chavleishvili believes that restarting production alone will not be enough to restore Mzetamze’s position in the market. Small manufacturers need support not only with production but also with marketing, branding, sales and crisis management. He argues that centralizing these functions would allow small businesses to focus on manufacturing and compete more effectively.
The company has not yet set a date for resuming large-scale production. Chavleishvili said Mzetamze’s return to the market will depend on finding an investor and developing a new business model.
