Monday, July 31 2017 15:39
Alina Hovhannisyan

Armenian chocolate experts accept Belgian experts` traditions

Armenian chocolate experts accept Belgian experts` traditions

ArmInfo.  Belgian chocolate is  considered one of the best in the world, and Belgium is called the  absolute world leader in its production. Annual volume of chocolate  produced by Belgians exceeds 170 thousand tons. And in terms of the  number of citizens who adore chocolate, Belgium firmly ranks first in  the world - over 40% of total production falls on domestic  consumption. The amazing taste of Belgian chocolate can be justified  by the content of cocoa butter in the composition and in comparison  with foreign analogues a high percentage of cocoa. Today in Belgium  there are over three hundred manufacturers of the chocolate industry.  Armenia cannot boast of such an ancient history of chocolate  production and the number of manufacturers, which today there are  only nine in the country. However, the technology of making chocolate  has similar traditions with Belgian chocolates. In a conversation  with ArmInfo correspondent, Deputy director of JSC Arkolad Lida  Devedzhyan shared the secrets of the production of domestic chocolate  and the formula for successful management.  To prepare chocolate, as  Ms. Devedjian noted, the company supplies production chocolate from  Belgium, which is processed at the factory Arkolad. Belgians also  import cocoa beans from Cote d'Ivoire and Ghana to produce their  chocolate, accounting for about 50% of world production. "Processing  is in fact a very important stage in the production, during which the  chocolate is given a corresponding shine and inherent softness," she  said. As a result, Arkolad can boast of the content of cocoa butter  in the composition of chocolate, which is the tradition of  exclusively Belgian chocolate factories.

Arkolad, according to the deputy director of the company, is  represented by a wide range of chocolate products for every taste.  But the initial popularity at the start of activity (in 2005), as  Devedzhyan noted, Arkolad acquired thanks to its "coffee beans". Now  the production includes a wide range of dark, milk chocolate;  Chocolate products with various creams, in particular coffee,  champagne cream, kuatro cream; More than 20 types of chocolate  products, including truffles (hand-made) dried fruits (apricot,  peach, plum) with walnuts and marzipan in chocolate, etc.

The group of Armenian chocolates managed to make the main thing - to  overcome the lack of experience in the first years of the Arcolad  activity. Only once did the company feel that chocolate is a product  for cheerful people and a kind of indicator of happiness. In the  difficult for Armenia period of the April war in 2016, Lida noted,  sales of chocolate fell sharply. However, now the sales volumes have  recovered and this indicates that we once again believed in our  strength.

Talking about today's sales directions, Devedjian noted that the main  realization of Armenian chocolate is carried out in the domestic  market. However, buyers usually come from tourists who are already  familiar with the brand, with the taste of "Arkolad", including  Russians, Iranians, Filipinos, Chinese, Spaniards, etc.  "In those  countries where there is a culture of chocolate, our Chocolate>, she  stressed. Concerning deliveries to foreign markets, Ms. Devedzhyan  noted that some of the production is still exported.  The main sales  market is Russia, but orders from Belarus and even "chocolate"  Switzerland are regularly received. In the US and France, there are  also consumers of Arkolada. What is noteworthy is the fact that  Arkolad is supplied by air transport. "The question is not only in  the expansion of markets, the question in logistics. We cannot  transport our chocolate wagons. For deliveries the company resorts to  air transportation services, which significantly increases costs. But  land transportation of such a "gentle" product is dangerous, as there  are no guarantees that it will reach the place on time and will not  deteriorate, "she explained.

Speaking about the competition in Armenian market, Devedzhyan noted:  Arkolad is already a well- established brand in the domestic market -  we are known and loved. "The key to this success, in my opinion, is  the company's approach to the implementation of its activities, in  particular, in the constant maintenance of high-quality production.  We are not afraid of competition; on the contrary, we are only happy  about it. After all, in the end, the market will remain the one who  will be able to prove its right to be called a quality product, "the  expert concluded.

To note, Arkolad JSC was founded in 2004. The priority direction of  production is the combination of Armenian dried fruits with real  chocolate. On average, the annual volume of chocolate production is  40 tons. Annually the company increases volumes by 7-8%.


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