With this vision the company joined the Export training program implemented by Visionest Institute. “Our goal is to involve more countries in our list of export destinations,” says Anna, outlining the company’s international vision.
At the time they joined the program, the business was not starting from zero. They took first steps in 2018 with the mission to bring high-quality baked and fried snacks to both the domestic and international markets.
“Currently we have approximately 95% market coverage across Armenia. At present, the company exports its product range to Georgia, Russia, France, Belgium, and the United States,” says Anna.
Now they are at the stage of planning entry into new markets, and one of them is Kazakhstan.
However, the company needed a clearer and more structured approach to move forward. The main challenges were practical and tangible, with financial considerations emerging as the key obstacle on its export journey.
In this way, Anna noticed that the program strengthened their confidence. “It increased our confidence more, because it systematized the planning of processes,” she says.
The target market remained the same, but the way decisions were approached became more organized and grounded, as she also developed a new export business plan for the company.
“There has been more of a change in mindset, especially in the area of financial analysis,” she says. This shift, she believes, will play a crucial role in the company’s future export decisions.Later on, they will start implementing the export business plan.
“This year we will definitely use it,” Grigoryan emphasizes, pointing to a clear intention to move from planning to execution.
“We are now actively developing partnerships abroad and positioning Apache Group as an exporter of unique Eastern European–style snacks. On the way of entering the Kazakhstan market through a strong national distributor, we are adapting our product formats to different consumer segments—from trendy flavors and small packs for youth to classic options and multipacks for families,” says Anna.
According to Anna, demand for the company’s products in Kazakhstan is high, and the business is fully prepared to supply the necessary volumes to enter this new market. The products are also presented in brand-new, modern packaging designed to appeal to a wide range of consumers.
The program was implemented by the Visionest Institute with funding from the Estonian Centre for International Development (ESTDEV).