EU4Business initiative paves the way for Armenian tea growers to enter the European market

Armenian tea growers have gained expert advice on how to enter new markets and present their products on leading international platforms under the EU4Business project ‘Eastern Partnership: Ready to Trade’, which is funded by the European Union.

Through the project local SMEs have established business ties with international buyers at major trade shows such as BIOFACH, a trade fair for organic food, SIAL, a food-processing expo, and ANUGA, an international food and beverage fair.

The practice of growing herbs in the Armenian Highlands dates back to ancient times, as the region was home to a number of herbs that were used to treat, among other diseases, tuberculosis, fevers and cirrhosis of the liver, and were exported to different parts of the world.

 “The export potential for Armenian herbs is huge. The main challenge for local businesses looking to export would be to ensure that their product is legally compliant to be sold as a health product on the retail market. Particularly if the product is being sold with a link to health, there are legal requirements in place to make sure that a brand doesn’t mislead customers or makes a false claim,” says international tea expert Angela Pryce, who provided the Armenian tea growers with advice under the project. According to the expert, sales of traditional black teas are declining, as consumers switch to herbs and fruit infusions, so the Armenian producers are planning to issue a new line of fruit tea blends.

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Press release