On April 15, the LEDP team, together with DEPA Consulting, presented the results of the Guria Tea Value Chain Analysis to local stakeholders at a workshop held in Ozurgeti. The event brought together local tea producers, farmers, sector experts, and partner organizations.
The workshop was opened by Gvantsa Iremashvili, Deputy Team Leader of LEDP. Welcome remarks were delivered by Sophia Svanadze, National Programme Officer at the Swiss Cooperation Office for the South Caucasus; Aleko Mameshvili, Head of the “Guria Tea Route” Association; and Zaza Barbakadze, Representative of DEPA Consulting.
“The analysis examines the tea value chain in Guria, outlining how freshly harvested tea moves through each stage—from cultivation to processing and ultimately to consumers—while highlighting key challenges along the way. During the workshop, we explored how collaborative efforts and the active involvement of all stakeholders can make the sector more efficient, profitable, and promising in terms of development,” noted Gvantsa Iremashvili.
The value chain analysis was conducted across all three municipalities of Guria and aimed to identify key challenges and opportunities in primary production, processing, and sales. The study revealed several systemic issues, including:
- Outdated and fragmented plantation structures;
- Limited access to modern technology;
- Shortage of qualified labor;
- Underdeveloped processing infrastructure;
- Low awareness of Georgian tea in both domestic and export markets;
- Weak sales and limited market access, especially in retail networks and the HoReCa sector
“One of the most pressing issues for the tea sector today is product sales. Many entrepreneurs already have unsold tea in storage. We are facing difficulties in partnering with the HoReCa sector and in accessing both Georgian and international markets,” said Lana Zhghenti, Chairperson of the Melekeduri Cooperative.
In the afternoon session, participants engaged in group discussions to address key challenges, develop possible solutions, and explore collaborative approaches to support the development of Guria’s tea sector.
LEDP aims to support sustainable tea sector development by promoting the use of local resources and providing technical assistance to producers. The project is implemented by a consortium of HELVETAS Swiss Intercooperation and WINS Global Consult, with financial support from the Swiss Agency for Development and Cooperation (SDC).
