Georgian coffee company Cherie plans to release soluble coffee.
They say in the company that demand exists mainly on cheap coffee. According to the company’s Director Irakli Lomtatidze, the company has been working in the cheap segment since the beginning of the year and it turned out that cheap coffee accounts for 60 percent of total sales. In his words, due to this trend, in parallel with packaged coffee, the company also produces relatively cheap coffee sold by weight .When asked by CBW whether the company plans to withdraw from the expensive segment, Lomtatidze notes the company aims to cover all price segments.
The company’s coffee Cherie is exported to Turkmenistan, where 1 ton of products has been exported, one week ago about the same amount of coffee entered the Russian market. It is also planned to enter the Asian market, for this purpose active negotiations are underway with Kazakhstan. In the words of Director of the company, the lari falling had no impact either on sales or price.
Cherie is going to release a new line of soluble coffee by the end of the year. Cherie factory located in Lilo settlement is the largest coffee company in Georgia in which 4.5 million worth investments were made. Cherie at this stage produces 4 types of coffee.