{"id":43596,"date":"2026-01-09T11:24:51","date_gmt":"2026-01-09T08:24:51","guid":{"rendered":"https:\/\/visionest.institute\/?p=43596"},"modified":"2026-01-13T03:08:16","modified_gmt":"2026-01-13T00:08:16","slug":"from-armenian-mountains-to-european-markets-an-armenian-family-tea-brand-sets-its-sights-on-europe","status":"publish","type":"post","link":"https:\/\/visionest.institute\/en\/2026\/01\/09\/from-armenian-mountains-to-european-markets-an-armenian-family-tea-brand-sets-its-sights-on-europe\/","title":{"rendered":"From Armenian mountains to European markets: An Armenian family tea brand sets its sights on Europe"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">\u201cThe idea was born from the memories of the aroma and taste of herbal tea made from plants collected in the mountains by our grandmother,\u201d the founder, Vahe Khalatyan says.<\/h3>\n\n\n\n<p>What followed was a family effort to bring those traditional recipes to life. Each family member took on a role in creating handcrafted herbal teas made exclusively from plants gathered in Armenia\u2019s mountains and fields\u2014combining tradition with modern, attractive packaging.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img decoding=\"async\" width=\"488\" height=\"488\" src=\"https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/607500566_17845441488655198_4755387558413825867_n.jpg\" alt=\"\" class=\"wp-image-43600\" style=\"width:176px;height:auto\" srcset=\"https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/607500566_17845441488655198_4755387558413825867_n.jpg 488w, https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/607500566_17845441488655198_4755387558413825867_n-300x300.jpg 300w, https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/607500566_17845441488655198_4755387558413825867_n-100x100.jpg 100w\" sizes=\"(max-width: 488px) 100vw, 488px\" \/><\/figure>\n<\/div>\n\n\n<p>The company\u2019s vision quickly turned wider.<br><br>The goal was clear: to position the brand in the European market as a natural, herbal, beneficial and environmentally friendly product, with organic certification as a future step.<br><br>That is when they joined the Visionest Institute\u2019s Export training program in Armenia.<br><br><strong><em>\u201cFor me, it is both a dream and a future achievement to be proud of satisfied customers who admire our product and share their experience,\u201d<\/em><\/strong> the founder notes.<strong><em>\u201cI would be proud to see our teas in specialized tea boutiques across Europe.\u201d<\/em><\/strong><\/p>\n\n\n\n<p>When the company joined the export program, it was still at a very early stage. Despite not having a finished product at the time, the company applied\u2014and was selected.<br><br><strong><em>\u201cWe didn\u2019t yet have a final product, but we had raw materials, determination and clear goals. My enthusiasm was simply limitless,\u201d <\/em><\/strong>Vahe notes.<br><br>As the journey progressed, challenges emerged at multiple stages, from market selection to partner searches.<br><br><strong><em>\u201cThe biggest challenge was insufficient knowledge of European legal regulations, which could lead to serious difficulties if not properly addressed,\u201d <\/em><\/strong><em>Vahe says.&nbsp;<\/em><\/p>\n\n\n\n<p>The program played a key role in turning uncertainty into clarity.<br><br><strong><em>\u201cThe training allowed us to identify and assess the main risks, find effective ways to mitigate them, and most importantly, it gave us the confidence to start what we had planned and move forward toward our goal,\u201d<\/em><\/strong> he says.<\/p>\n\n\n\n<p>As a result, Vahe developed its own export business plan.<br><br><strong><em>\u201cEven with a background in finance, I had never encountered such a well-structured, effective and\u2014most importantly\u2014applicable business plan,\u201d<\/em><\/strong><em> <\/em>he says.<br><br>Viewing the plan as a living document, he has already made adjustments and intends to continue refining it in line with the company\u2019s strategy.&nbsp;<\/p>\n\n\n\n<p>There was also a shift in mindset.<br><br><strong><em>\u201cThe most important change is thinking on a larger scale and perceiving the business beyond a limited territory,\u201d<\/em><\/strong> he emphasizes.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Today, the company has already produced pilot samples, registered its trademark, and initiated certification and laboratory testing processes.<\/p>\n<\/blockquote>\n\n\n\n<p>The next focus is taking real steps for export.<br><br><strong><em>\u201cAs for its future export strategy, the company plans to explore the Baltic and Scandinavian markets, taking into account their climatic and geographical characteristics.\u201d<\/em><\/strong><\/p>\n\n\n\n<p>They are now working on establishing networks and finding partners in those countries.&nbsp;<\/p>\n\n\n\n<p>As part of its export ambitions, the team is also planning to participate in a bilateral cooperation event scheduled to take place in Austria later this year, where it aims to present its products to international partners.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"960\" height=\"1280\" src=\"https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/image00001-960x1280.jpeg\" alt=\"\" class=\"wp-image-43603\" srcset=\"https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/image00001-960x1280.jpeg 960w, https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/image00001-450x600.jpeg 450w, https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/image00001-768x1024.jpeg 768w, https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/image00001-1152x1536.jpeg 1152w, https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/image00001-600x800.jpeg 600w, https:\/\/visionest.institute\/wp-content\/uploads\/2026\/01\/image00001.jpeg 1200w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p><strong><em>\u201cWe see this event as an important opportunity to introduce NOYENY to new markets and establish meaningful international connections,\u201d <\/em><\/strong><em>says Vahe Khalatyan.<\/em><\/p>\n\n\n\n<p>Additionally, this year, the company plans to store a limited volume of products in Germany with the support of friends living there, allowing it to begin deliveries to the European market.<\/p>\n\n\n\n<p><strong><em>\u201cStarting shipments from Germany will help us respond more efficiently to demand and test the market before scaling further,\u201d Khalatyan notes.<\/em><\/strong><br><br>In the near future, they will open an online shop and start selling directly to customers. If demand continues to grow, the founder assures that they are fully prepared to scale up and process up to 1.5 tons of raw materials, significantly increasing the production capacity.<\/p>\n\n\n\n<p><em>The program was implemented by the Visionest Institute with funding from the <a href=\"https:\/\/estdev.ee\/et\" target=\"_blank\" rel=\"noreferrer noopener\">Estonian Centre for International Development<\/a> (ESTDEV).<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2025, Vahe Khalatyan and his family made a decision: to enter the food industry with their company, Noyeny, and revive a deeply personal tradition.\u00a0The inspiration came from the mountains.<\/p>\n","protected":false},"author":9394,"featured_media":43597,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[5785,6424],"tags":[6706,6707,5758,6518,6704,6705],"class_list":["post-43596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interview","category-armenia","tag-noyeny","tag-armenian-tea","tag-export","tag-export-training-program-2","tag-vahe-khalatyan","tag-european-market"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Armenian mountains to European markets: An Armenian family tea brand sets its sights on Europe &#8226; 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