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The European Union’s EU4Business initiative has presented an article on export dynamics in food processing in Armenia. The article reads as follows:

Despite the economic challenges of 2020 due to the COVID-19 pandemic and the war in Artsakh [(Nagorno-Karabakh)], a number of sectors in Armenia’s food processing industry reported export growth in the first quarter of the year. For example, the export of dried fruits and vegetables climbed by 59% in Q1 2020 to 300 tons against 188.6 tons in Q1 2019. The export of canned food increased by 18% to total 10,517 tons against 8,859 tons. The marketing strategy and capacity of Armenian companies are key to promoting local products abroad. Since 2017 the Ready to Trade project has been contributing to improving the Armenian companies’ marketing capacity. The project is being implemented by the International Trade Centre and supported by the European Union under its EU4Business initiative.

As part of the Ready to Trade project 13 beneficiary companies have received marketing assistance in different directions: development of internationally competitive branding and packaging, modern websites with e-commerce features, and Social Media marketing support.

“Despite the challenges of 2020, the exports of our dried fruits did not drop,” notes Lukashin Agricultural Association Director Vardges Davtyan. “We even managed to access new markets: we exported organic dried fruits to the UK and ended the year with export growth. As part of the Ready to Trade project we will soon have a new website with e-commerce features. It will help us to connect with international partners and increase sales volumes.”

Vardges adds that knowing the competitive edge of local products and presenting it the right way is vital for export. For example, dried Sateni apricots contain less sugar, which makes it safer for diabetic consumers and more competitive in the international market. It was due to this competitive advantage that Lukashin Agricultural Association managed to export large volumes of dried apricots to the United Kingdom.

“Economic difficulties of 2020 led to a drop in our sales and revenues. The marketing support of the Ready to Trade project was very opportune in this situation,” Deputy Director of Ar Phyto Pharm company Armine Asiryan says. “We will soon have a new premium-class packaging for our new line of herbal teas with original packaging and design solutions.”

Reindert Dekkert, an international expert at the Centre for the Promotion of Imports from Developing Countries (CBI) describes digital trade shows and digital marketing campaigns as the most effective tools for overcoming the challenges of 2020. Mr. Dekkert is providing marketing consultancy to a number of local SMEs in the food processing sector.

“A winning pricing strategy, certificates, compelling branding, reliable supply chains and effective customer communication are essential for boosting exports to international markets. A customer-friendly and sustainable packaging which enhances the product’s shelf life is also key to ensuring competitiveness and success,” adds the expert.

The marketing assistance provided as part of the Ready to Trade project helps companies in the food processing sector strengthen their positions in the existing export markets and access new ones. In 2021 the project beneficiaries are looking to boost their exports to the European Union, China, and United Arab Emirates.

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This text available in   Հայերեն and Русский
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