Schirnhofer: Most popular meat product brand in Georgia for traditional quality, wide selection and great taste – FINCHANNEL

The Austrian meat product brand Schirnhofer is popular among Georgian customers thanks to its traditional quality, wide variety and great taste.

Schirnhofer has been the first choice for sausage and meat product imports to Georgia for years and was once again named the most popular meat product brand among Georgian consumers in a survey of more than 2,000 customers and over 100 experts.

This means that Schirnhofer is able to carry the prestigious “Golden Brand” award for the third time in a row.

We met with Lasha Babuadze, founder of Everest 2010, a distribution company that imports Schirnhofer to Georgia, to discuss the brand's success in our country.

Q: This is Schirnhofer's third Golden Brand award. Despite increasing competition, the Austrian brand remains popular with customers. How does the company manage to maintain this popularity?

A. Yes, it is true that the Georgian market for sausage and meat products is highly competitive, but Schirnhofer is not afraid of healthy competition. The main advantage of the company is the high European quality of its traditional products and the high standard of service in its stores.

The idea has always been to offer the best quality meat products and our efforts have been appreciated by customers.

Schirnhofer products have long been popular with Georgian consumers, and the continuous recognition at the Golden Brand Awards is also reflected in the double-digit sales figures.

Schirnhofer meat products are very popular and in demand among Georgian consumers due to their quality and taste, but they are not cheap. The demand for products with raw materials and recipes from Austria is also increasing every year.

I would also like to express our appreciation and gratitude for this award. To be honored with an award that is so influential in our country is truly an exciting experience. It is a testament to the hard work and dedication we put into our craft. The feeling of achievement and validation that comes with receiving an award is unparalleled and makes all the effort and energy that went into the work worthwhile. So, thank you!

Q: Although Georgian customers know the Austrian brand, please tell us which specific products are imported and sold in Georgia and where?

A. Schirnhofer offers a range of meat specialties, Austrian cheese and biscuits, made using Austrian technology and all made exclusively from Austrian meat. The company has over 600 meat products on offer and produces 12,000 tons of meat and sausage products annually. Schirnhofer's strict quality control begins at each of its 630 partner farms and quality control is of utmost importance at every stage of production. The company uses state-of-the-art technologies and laboratories and has an IFC (International Food Standard) certificate, which ensures the quality control of the products.

Schirnhofer stores in Georgia offer more than 50 types of meat specialties and more than 10 types of Austrian cheese. They also bake about 20 types of bread using Austrian raw materials and recipes. Schirnhofer cafeteria, open in every Schirnhofer store in Tbilisi, offers a variety of dishes such as hot dogs, pizza, fried potatoes, onion and squid rings, as well as delicious sandwiches.

Q: When was Schirnhofer first introduced in Georgia?

A. Schirnhofer was founded in 1926 by Joseph Schirnhofer and has grown into one of Austria's largest meat products manufacturers. Karl Schirnhofer, Joseph's son, continued the family business and started sausage production together with his mother in 1950. Karl was also the founder of the Schirnhofer Company in Georgia, which entered the Georgian market in 2007 and quickly became popular with customers due to its affordability, variety and high-quality products.

Q: How would you characterize the Georgian market and its competitive environment?

A. The Georgian market for sausage and meat products is saturated and therefore highly competitive.

The high economic growth rates of recent years, the strengthening of the national currency and the decline in inflation had a positive impact on the overall environment and promoted healthy competition.

Georgia, for example, was recognized by the World Bank for its favorable business conditions.

We all know that tough competition is beneficial for both consumers and businesses, as well as for the market environment as a whole. Schirnhofer has built a strong position in Georgia and won the affection of local customers. We strive to meet and exceed our customers' expectations and maintain the trust they place in us.

Anna Harden

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