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March 29
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Armenian News-NEWS.am presents an interview with Nikolay Kaghinyan, the owner of ARTEZIANICA company. The businessman spoke about history of the brand and the process of fish production, attitude towards his partners and his dreams.

Mr. Kaghinyan, tell about your company. How long have you been in the market?

Our company was founded by Russian investors, and has a history of 10 years of successful experience in the market of fishery products in Armenia and Russia.

Over the last year with the help of the Russian capital, we have increased production capacity, created new jobs, upgraded the equipment, introduced effective modern technologies, new elements of corporate culture that helped us become a reliable partner for Armenia’ exporters of fish products.

In 2014, the owners of the company, being convinced that we can be proud of the quality and excellent environmental characteristics of our products, made a strategic decision to create a new brand in Armenia and present “made in Armenia delicacy” in the international market.

Together with leading branding agency, we have worked long and hard on how to embody our philosophy in the name of a new brand, everything what our nation and we are proud of. As a result, our brand was named ARTEZIANICA. It combines everything: a victory, art, the purest artesian water -- unique wealth of Armenia – where we grow our delicious fish.

What does ARTEZIANICA produce?

Since the founding of our company, we have focused on how to grow delicacy and healthy fish - trout and sturgeon of various kinds. We are producing and supplying both freshest chilled products and exquisite delicacies – pate, smoked products, salted fish. The products are made according to a technology specially developed for us – products are made exclusively of chilled sturgeon and with the use of classical centuries-old traditions. Everything is natural.

Of course, I would like to mention our pride - black and red caviar. It is always a great pleasure to explain to our partners that, yes, it is caviar from Armenia. By the way, with regard to caviar, we also adhere to the traditional approach only. Each jar of caviar by ARTEZIANICA is produced in strict compliance with best practice - the Soviet Union standards of quality that is considered the world standard.

Share your plans for the future.

It is not up to us to stick our nose up in the air and talk about bloated records of volumes and sizes. We are working hard every day, creating new rules of the games based on honesty and sincerity. We are creating our technology, improving equipment, importing European feed, involving professional ichthyologists, selecting and training the workers, working with our partners on a regular basis, we are filling country's budget and working on a new perception of Armenia in the world. We love what we do, honestly, and respect all our partners and contractors, and this brings results.

Last year we exported 100 tons of fish per month and received an order for 700 kg of black and almost four tons of red caviar. Meanwhile, this year, despite the unfavorable export market conditions, foreign exchange fluctuations and a reduction in consumer activity in our core markets, we will try to increase the volume of both fish and caviar exports.

Our products already have their place on the shelves of all major Russian retailers, including Metro, X5 Retail Group, Globus Gourmet, Magnit, Lenta, Okay. At the moment we are in the process of establishing long-term partnerships with European, American and Middle Eastern retailers. ARTEZIANICA branded products must be available worldwide. Thanks to its quality, people will worthily judge our country.

What are you dreaming about as a businessperson?

I am sure that none of the long-term and successful business is built without a dream. Moreover, it must be a beautiful dream, the dream you want to achieve for many years, that does not give sleep at night, and the thought of which excites your mind.

Our nation has a history of more than 5,000 years, we have many reasons to be proud of. But, mostly ithey are the deeds of the past. A similar situation is with the Armenian brands.

Nowadays, there are many world-renowned brands and multinational companies that are created and led by our compatriots. We certainly know them and are proud of them. Unfortunately, these companies have not been established in Armenia. The only production brand of Armenia is our brandy. Almost 25 years passed since independence, but the Armenian brandy continues to be our sole brand in the international brand scene. My dream is to create the first brand in the independent Armenia, which would become recognizable worldwide.

Everyone should reasonably administer his assets.  Russia has black gold, namely oil, and our black gold is sturgeon caviar.  I dream that ARTEZIANICA will achieve international recognition and respect as the black gold of Armenia.

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