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AZPROMO in Search of Ways for Entrance of Azerbaijani Juice into European Markets

Business Materials 21 December 2006 17:19 (UTC +04:00)

An Alliance of Juice Fruit Exporters will be established and presented in Azerbaijan in January 2007 at the initiative of the Azerbaijan Find for Promotion of Export of Investments (AZPROMO). Teymur Tagiyev, Manager for Marketing in Export Promotion, informed Trend that the key objective is to unite the efforts of juice produces in the resolution of problems, which has been a long existing in the juice extraction industry.

One of them is linked with the standard technologies. Presently the production in Azerbaijan is carried out without observation of advanced technologies and they still fell short of advanced standards. We try to create new unified Azerbaijani brands and not advertise juice products by concrete producers. This brand will have its quality mark. The product with this mark will be output in line with European requirements. Now it can be hardly found in Azerbaijan due to some reasons, but it does not mean our producers are dishonest, said Mr. Tagiyev.

Presently, Azerbaijan products are mainly exported to Russian, while there is no 100%-juice among them. They contain water and sugar. Real problem is linked with an ingredient of sorbite preservatives, put into this product, which contradicts the European requirements. It is explained with a problem of technologies, because additional investments are required and they are needed not only as finances, but technologies and skills. It is the major task set for application of new technologies. The Alliance will also be involved in marketing and positioning Azerbaijani juice at foreign markets, said AZPROMO representative.

Azerbaijan with its brilliant climatic conditions has unique fruits and natural basis for juice production. The country has potential capacity, but poor technologies. That's why producers are keen on Russian market. Our key task is to gradually re-direct them to the European markets, because profits received from the European market cannot be compared with those obtained from Russia. I hope it will be possible to change standards within a year and half and apply new technologies, said Mr. Tagiyev.

So far, the memorandum and entire package of documents have been developed and talks with big juice producers have been carried out. It is necessary to approve everything with the administrative body regulating the activities of the alliance.

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