Value Chain Analysis of Broccoli, Tangerines and Raspberries in Georgia and their EU Market Potential

At the beginning of June, PMC Research hosted three public discussions and presentations in Marneuli, Mtskheta and Misaktsieli about the value chain analyses of three agricultural products, namely broccoli, tangerines and raspberries.

The studies into these products sought to analyze the whole value chain of each product and identify their export potential, if any, on the EU market. In addition, they were also focused on examining their realization strategies. The papers emphasized that currently it would be more beneficial for producers to focus on the domestic market and develop a strategy oriented toward overcoming competition from imports before pursuing the export of such goods and only then to work on exporting the goods.

The analyses of the current situation also revealed that there are a number of challenges regarding these products such as low productivity, unstable market, low consumer awareness about the products and their health benefits, and lack of experience, equipment, processing facilities, high-quality seeds, as well as examples to follow for safe food production.

Farmers, civil society organizations, representatives of governmental institutions and experts in agricultural sciences all participated in the discussions.

The research was conducted by PMC Research together with selected local civil society organizations and in collaboration with People in Need, as part of the EU project – “Regional Civil Society Organizations Supporting Free Trade with Europe.”