Healthy muesli Graci from Latvia opens the door to export markets at exhibitions

Latvian food manufacturer Felici, better known to consumers in Latvia by the Graci muesli brand, has been knowingly growing its export markets for years by taking part in international trade fairs. This year, the company took advantage of the support provided by the Investment and Development Agency of Latvia (LIAA) to participate in three international food industry expos: in Japan, the Netherlands and Dubai.

The company produces functional, gluten-free and organic muesli, granola and highly nutritious quick meals. Next year, Felici will open a new, state-of-the-art production facility in Ādaži, which will allow the company to take over the management of the full production chain: from generating and developing an idea, to purchasing ingredients from grain producers in Latvia, manufacturing, packaging and exporting the final product to various countries around the world.

Felici manufactures products with its own trademarks, as well as those of partners. Nearly 80% of the company’s products are exported to more than 30 countries around the world. The company’s main markets are Finland, Sweden, Switzerland, Brazil and the Middle East.

Since Felici was created in 2012 in a business incubator supported by LIAA, the Latvian food manufacturer has been growing its export “muscles” at international expos. “International trade fairs are the the main route to growth for our company – it is where we get to meet potential customers from all over the world. It’s the first impetus and first contact for further cooperation. Our experience shows that you need to be at trade fairs regularly and every year. It can take up to six years from the moment a potential cooperation partner hears about us to actually signing a contract: in the first couple of years, they notice us, then they gradually get to know us over the next 2-3 years, which is then followed by actual collaboration,” CEO Alice Graci talks about the company’s experience with taking part in international expos.

Felici also urges other entrepreneurs to be active and make use of the business support instruments offered by the state and LIAA. “When starting a business, jut having an idea is not enough! The LIAA business incubator provided us with a supportive community and the information and practical assistance vitally necessary for creating and developing our company. LIAA support mechanisms have also played a crucial role in practical marketing when navigating the food industry-specific product and labelling certification processes abroad. In turn, at international expos we have gained all the contacts based on which our main export contracts have been concluded,” Alise Graci explains.

With the opening of new production facility in Ādaži next year, the company is planning to significantly increase its production capacity and sales. The company sees its main development potential in the near future abroad, primarily in Europe, whilst also diversifying its customer portfolio with countries in the Persian Gulf, Asia and South America.