Client: United Nations Industrial Development Organization (UNIDO), funding from the European Union, The European Neighborhood Programme for Agriculture and Rural Development (ENPARD)
Within the assignment, in depth market study of Buckwheat Honey Market Study in Armenia was conducted and report developed including overview of honey value chain (types of honey, sales, seasonal price fluctuations, technology used, food safety standards applied, marketing constraints, average production costs and net margins, major limitations with regard to procurement, technology and marketing etc.); market study on honey and related products in Armenia including the information on types of honey and related products, sales channels, sales volumes, origin of honey and related products, wholesale and retail prices, consumer preferences, estimation of sales potential etc.; overview of export market study, including identification and overview of the most promising export markets (Georgia, Russia, the Middle East) for honey and related products from Armenia, main constrains of honey exports from Armenia to the target countries and the basic requirements for honey imports to those countries.
A total of 405 face-to-face interviews were conducted with consumers, along with 6 focus groups discussions and 63 interviews with market actors, including honey producers, representatives from the HORECA sector, bakeries, and retail chain representatives.