New brand of tea is intended to produce in September, which will compete with imported tea (now holding 95% of local market), Gocha Dzneladze, director general of Geoplant, said to Sarke. The company plans to invest $1.5 million for production quality improvement.
Pilot lot of 15 t of prepackaged tea was successfully produced under the name Ibertea last year, Dzneladze said. “On the fourth year after investment we count to hold 20-25% of local market, yearly consumption of which amounts to 2,500-2,600 t, and to increase annual turnover from $1 million to $4-5 million”, he declared.
Now the company produces annually 1,200-1,500 t of tea, which exports totally. Out of total, 45% accounts for Germany, 20% – for Ukraine, 5% – for Turkey. The share of black tea amounts to 60% of total production. In future export share will reduce to 50%, as the rest production should be realized on local market.
The control pack of the company, working since 1996, was held previously by German holding Martin Bauer. Current owners are 2 private individuals, residents of Georgia. The company holds 1,300 ha of tea plantations in Guria, Imereti, Samegrelo regions and 3 tea-processing plants.