The corporate that established the model can solely present 50 p.c Bulgarian natural uncooked supplies and subsequently imports from neighboring nations
We have all seen meals bought beneath the Harmonica model in shops. We affiliate the model with one thing each tasty and wholesome. But additionally costly. Let it go, the consumer tells himself when he places the Harmonica within the basket. Cash just isn’t spared for well being.
Lubomir Nokova companion within the agency, confirmed “Harmonica” as a top quality natural model, instructed the worldwide organic conventionwhich was held in Plovdiv on June 25 and 26, what’s the firm’s advertising technique and ways.
120 merchandise in 14 classes are supplied beneath the title of the established model. The start was method again in 2006, when the companions (Magdalena Maleeva and Lyubomir Nokov) determined to begin providing natural meals. Then they contacted natural cow farms within the Trojan Balkan and began providing natural yogurt. Developed the provision chain – from the producer by the processor and to the retailer. And having made these foundations of the enterprise, they centered on establishing the “Harmonika” model. For this objective, they tightened high quality management and raised costs.
“In 2022 it was very troublesome. The pandemic after which the warfare affected us badly and we barely survived,” Nokov remembers the latest previous. However he instantly provides that within the final two years the corporate has had its greatest growth and possibly by the top of this 12 months it’s going to end up that the monetary outcome in comparison with 2022 has doubled.
The corporate works with nearly all main retail chains. Nevertheless it additionally doesn’t lose its curiosity in conventional commerce in smaller retailers. Lyubomir Nokov’s observations are that specialised natural shops haven’t managed to draw ample client curiosity and plenty of of them have already closed.
Harmonica merchandise are efficiently marketed in Romania, which hosts 20% of manufacturing. The Romanian market is growing sooner than the Bulgarian one, Nokov said.
In our nation, about 50% of the natural market is occupied by imported items.
The Harmonica model is turning into more and more essential to shoppers, who belief the acquainted model greater than the label that the product is bio-certified. The Bulgarian distrusts labels, and trusts the model as a result of it has confirmed itself to his style and well being necessities.
One other subject is that just lately the products which might be referred to as “farm” are perceived as extra real and high-quality even than the natural ones, Nokov drew consideration to this advertising trick.
Certainly, natural manufacturing in Bulgaria has potential, there may be already curiosity in wholesome meals. “The query is the way to develop this potential,” continued the companion.
And he admitted: We’re barely bringing 50% of the organic uncooked supplies to be produced in Bulgaria.
One of many obstacles for the corporate to find Bulgarian natural producers is the lack of expertise. There are lists on the web site of the ministry, however in them there are names of non-real homeowners.
One other drawback is that the exercise of farmers is inspired, however not of processors, which creates an imbalance.
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One of many nice shortcomings of the administration, whose work Lubomir Nokov typically praised, is the dedication to show the producers at any value. Officers take into account that they’ve accomplished their job effectively once they discover a violation within the farm. Ridiculously created rules have launched essentially the most extreme and disproportionate punishment – revocation of the natural manufacturing certificates. It was due to the revoked biocertificates of farmers with whom the corporate labored that the companions needed to search for natural merchandise from Greece. “Fortuitously, the regulation was modified,” defined the supervisor.
He added that in Europe the administration seeks to assist, to not discover flaws in farms. And likewise that the necessities for natural producers should not as pretentious and unfulfillable as they’re right here.
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