With the support from the European Union, Sweden, and Austria, through the GRETA project, significant efforts are underway to promote the organic agriculture sector. As part of this initiative, comprehensive marketing training sessions have been organised for small and medium size entrepreneurs operating in Georgia's mountainous regions. These training sessions aimed to enhance the entrepreneurs' knowledge and introduce modern techniques for long-term business development.

The training program consisted of a combination of theoretical instruction and six practical modules specifically tailored to the needs of small and medium-sized businesses. These modules encompass various crucial aspects, including marketing, branding, export strategies, strategic planning, merchandising, and negotiations. 

Marketing and branding are the two principal tools in the modern business landscape that enable businesses to effectively manage their operations in their target markets. Levan Koberidze, the founder of BRANDING.GE tells us about the importance of this topic: 

“The knowledge and skills gained from the marketing training sessions play a crucial role in achieving success. Thanks to the support from the European Union, Sweden, and Austria, entrepreneurs have acquired practical skills that lead to effective production outcomes. Now it is necessary that the products reach the customers, withstand the competition and bring success to their owners or producers and the country as a whole. That's why it's important to learn from countries like Austria and Sweden, who have successfully managed startup models.” 

Based on the latest results, a total of 170 representatives from small and medium-sized businesses in Georgia's mountainous regions, specifically Racha-Lechkhumi, Lower Svaneti, Upper Imereti, and Upper Svaneti, have successfully acquired competence and expanded their knowledge in the field of marketing. 

„With the support of the European Union, Sweden, and Austria, local entrepreneurs improve their knowledge of business management and planning through similar training sessions. During these sessions, experts share their knowledge, which, in my case, will help me properly plan and manage my activities. I believe productive meetings are crucial in the business world because they help entrepreneurs improve their skills. This, in turn, leads to higher quality delivery services to society in the service sector.“ - says Eliso Kvizhinadze, an entrepreneur from the Upper Imereti region, a participant in the training. 

With the support of the European Union, Sweden and Austria, within the framework of the GRETA project, business owners have benefited from a continuous cycle of marketing training and workshops. These comprehensive sessions have provided them with valuable knowledge, leading to a significant boost in production and a remarkable increase in sales. 

“Based on my observations, marketing and sales are the main weak points for producers, and this information is not accessible to many. These sessions will undoubtedly bring results and raise awareness. We will strive to utilise the acquired knowledge in practice and share it with others.” - Koba Shekiladze, the participant in the training and the chairman of the cooperative "Velvet Tea", tells us.

During the training sessions for Georgian entrepreneurs, significant emphasis was placed on all the essential components that are crucial for product development.

“The issue of packaging was very important, and I found it particularly interesting during the training. I haven't yet applied packaging to all of my products, but I will definitely take it into account in future work.” - Shota Kopaliani, a phyto-tea producer and participant in the training, summarises the workshop's results productively.

For small and medium-sized entrepreneurs, especially those in mountainous regions, acquiring marketing knowledge is crucial for selling their products and effectively planning their activities. Workshops and training sessions of a similar nature play a vital role in facilitating this learning process. According to the results of post-training evaluation surveys, participants in these sessions have demonstrated significant improvements in their understanding of the subject matter. It is worth noting that with the donor’s support, similar training and workshop sessions are also planned for representatives in the tourism sector as part of the project.

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Project GRETA | "Green Economy: Sustainable Mountain Tourism and Organic Agriculture" is implemented by the Austria Development Agency in Georgia with the support of the European Union, Austria, and Sweden. The project aims to improve the business environment and create new income opportunities in two important sectors of the Georgian economy, mountain tourism and organic agriculture. More information on the GRETA project: www.gretaproject.ge

This material has been produced with the assistance of the European Union, Sweden, and Austria, within the framework of the GRETA project. Its contents are the sole responsibility of the Austrian Development Agency (ADA) and do not necessarily reflect the views of the European Union, Sweden, or Austria.