Modern refrigerators and a sorting station alone are not enough to enter large European supermarket chains. The main requirement is international quality certificates, which are a serious problem in the Armenian market. Not only the factory must be certified. In addition to the farm being certified, it is also necessary for the orchard to be certified so that it is possible to use that certificate during negotiations with supermarkets. Breaking the dependence on one market and expanding the geography of exports is of strategic importance for Armenia today. If last year, about 90% of Armenian fresh fruit and vegetables were sent in only one direction, then the picture in 2026 is already completely different. The government is able to introduce tools much faster, the economy is more ready and responsive. Exports have a fairly wide geography, for example, flowers were exported to about 20 countries, fruit was exported to 11 countries, and vegetables to seven countries. This means that quite active diversification is underway and government tools are helping businesses to start negotiations with other markets and the results are not long in coming. Monitoring of agricultural product prices in Armenian markets has not recorded a significant decline. This indicates that products that are intended for export are exported in their accepted quantities. Capturing new markets and forming stable supply chains is not just a matter of state support. Very often, Armenian products face a lack of awareness and strict requirements of international standards. There are producers who are not even aware of these certificates. There are no extraordinary new requirements in terms of standards. We are talking about safe food. The business sector must be willing to want such diversification and must subject the production process, technological support, and subsequent processes to certain developments, and a willingness to establish new partnerships.
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