FIMG#02/13
Project Title: Apipuri (Bread enriched with Amino acids, Minerals and Vitamins)
Science Team PI: George Chakhunashvili
Organization: Social Pediatric Protection Fund
Partner: Ltd “Ipqli”
“Apipuri” is a bread, which is enriched with Natural Amino acids, minerals and vitamins (The
bioactive adjunct is natural and created with bee products), and delivers whole complex of
micronutrients to solve micronutrient deficiency problem which now exists in Georgia. Other
enriched breads “Bezeki”, Bread –“Borodinuli”, “Qvis Puri”, “Bread with milk powder” do not
include those micronutrients.
In Georgia a huge part of society (children, pregnant women, adolescents, elderly, sportsmen (5-6%
of total population of Georgia, 3-4% of Total population in Azerbaijan, 4-4,5% of Total population
of Armenia) suffers from micronutrient deficiencies (Minerals, Amino acids, Vitamins). Simply,
because the economic situation in Georgia is quite bad, those people cannot afford to buy medical
preparations (vitamins, etc.), expensive products (meat, milk products, fruits, etc). Therefore, they
cannot consume the daily standard of those micronutrients. Those deficiencies can themselves cause
severe disorders that can lead to financial costs, which these people do not have.
The bread “Apipuri” is enriched with amino acids, minerals and vitamins, all the micronutrients that
are obligatory for normal functioning of organism. Also it needs to be said that this type of
enrichment will be most perfect on the market. In Georgia the bread is the only cheap and everyday
product, that 99% of total population can afford. Thus, mass production and distribution of
“Apipuri” can be solution to the above problem.
In Tbilisi, which is our primary target to sell our product in the beginning of project, 200000-220000
loaves of bread are sold daily. Nowadays there is increased demand on enriched products in
Georgia, which was shown on various scientific conferences, researches. Enriched bread (which has
been on market for 3-4 years now) is 6% (12000-13200) of that market. We are going to offer the
market the most perfect set of enrichment of the bread and our goal by the end of the project will be
to capture total part of 2-2,5% (4000-5000) of the market. In the beginning we estimated to be able
to sell only 500-600 loaves of bread daily and after advertising our product will be able to reach
average weekly growth of +78-100 Loaves of Bread/Daily. After capturing the target market in
Tbilisi. The goal will be to capture markets of two other large cities of Georgia and two major cities
of nearby countries (Armenia, Azerbaijan). Our aim will be to capture 1-1,5% of those markets
which in total will be 2500-3000 Loaves of bread/daily.