The commercialization of ideas and customer's needs in the Georgian market

Generation of ideas is what generally leads to the reation and development of a new product and the concept involves a constant search for new ideas to create something new. In Georgia, at present, bread consumption is much higher than normal. Unfortunately, bread produced in Georgia is mostly made of low quality flour which does not meet the national standards for the share of micronutrients in food (30-40% of the baking market in Georgia does not meet the standards). Shota Rustaveli National Foundation and Civil Research and Development Foundation co-founded a project _ “From Idea to Market” _ in Georgia. One part of the research was to show that the composition of vitamin and mineral enriched bread on the Georgian market did not meet the requirements. According to the research results, only 24,9% of the bread samples was fortified, which is not enough to minimize or at least, help the deficiency of micro-nutrients in population. The research also involved a solution for the problem, which was the production of cheaper bread “Apipuri”. This idea was realized as part of the project “From Idea to Market”. Nowadays Bread “Apipuri” is quite popular among the customers. The innovation was very important for Georgia.