Georgian brand RERA is planning to increase the production of semi-finished frozen products twofold and expand beyond the borders of Georgia this year.
“The success of our brands has led to a significant increase in demand for our products in the Georgian market. Our short-term plan for 2024 involves doubling the production of semi-finished products from 450 to 900 tons per month. This will require a substantial investment. Once we achieve this goal, we will develop a plan to expand into new markets”, Commercial Director of the company Nick Lomidze told Golden Brand.
Being a member of G&A GROUP, a frozen meat and fish importer in Georgia, RERA began operations in 2016 with funding from the Produce in Georgia state program.
The company’s mission is to save time for home cooking while providing high-quality and delicious food. The company aspires to be present in the freezer of every Georgian family.
Q. RERA won in the category “production of semi-finished products” and thus snagged the Golden Brand award. How has the company maintained this title and the trust of customers?
A. We are delighted to have received the prestigious Golden Brand award for the third year running. Winning this award three years in a row is a significant achievement, and I am proud of it.
G&A Group and its dedicated team are committed to maintaining quality as their top priority, and we continuously strive for improvement.
Q. Please summarize 2023 and share your expectations for 2024.
A. In the past year, we faced a multitude of obstacles that tested our business. The current global situation has had a profound impact on our operations, as we rely on the import of goods from different countries. We are hopeful that the world will soon be a more peaceful place, allowing us to operate more effectively.
As we look to the future, we are excited to pursue our ambitious plans for 2024. We are focused on delivering innovative solutions for our customers.
Q. Last year we talked about the deficit of raw materials that created challenges in operations. What kind of raw materials do you import and from which countries?
A. We source raw materials from all around the globe, wherever we can find the highest quality products.
However, due to ongoing wars and tense situations in many parts of the world, the shipment of goods is often delayed, resulting in increased prices and longer lead times for imported raw materials.
While this poses certain risks, our team of professionals is well-equipped to handle it.
Q. Has the portfolio of RERA products experienced any changes recently?
A. Our product range is tailored to suit traditional Georgian cuisine and dining customs. We have made no changes in terms of our product offerings. However, in compliance with the regulations set by the National Food Agency, we have discontinued selling weight-based products and have switched to fully-packaged, standardized products.
Q. Do you receive support from customers just because you produce Georgian food that is both high in quality and delicious?
A. Of course, we feel the support and trust from customers and the Golden Brand award is a reflection of this support.
Our slogan “delicious dishes” highlights our commitment to quality, which is our top priority. We receive constant feedback from our customers, who reach out to us on social media to express their appreciation for our delicious food and share their suggestions. We value our customers’ opinions greatly, and we make sure to give each one of them individual attention.
Q. After gaining popularity in the markets of Bahrain and Azerbaijan, where RERA expanded in 2022, do you continue to work in the export direction?
A. We are working hard to introduce different cuisines and traditions, but gaining popularity on foreign markets in a short amount of time is not easy.
The success of our brands has led to a significant increase in demand for our products in the Georgian market. Our primary objective at this point is to increase our performance by twofold. Achieving this goal will enable us to consider exploring new directions, developing fresh brands and products, and equipping commercial facilities across the nation. It will also facilitate our expansion into foreign markets beyond the borders of Georgia.
Q. Please provide updated information about plans for covering the east part of Georgia with RERA products.
A. We have successfully fulfilled our plans and all trade network facilities are now fully stocked with our products. Furthermore, we are expanding our coverage rates for traditional facilities.
Our products are now available throughout Georgia and can be found in all parts of the country. Although there may be some sales channels where we are not yet represented, we are working tirelessly to expand our reach in those areas as well.
Q. Please also tell us how many products are produced currently by RERA and which are the top-sellers?
A. Under the brand name RERA we produce about sixteen types of frozen foods. The top-sellers are Siberian dumplings (800g), puff pastry (800g), and Khinkali Kalakuri (1kg).
Our primary objective at this point is to increase our performance by twofold. Achieving this goal will enable us to consider exploring new directions, developing fresh brands and products, and equipping commercial facilities across the nation. It will also facilitate our expansion into foreign markets beyond the borders of Georgia.
