EBRD and EU support fruit juice producer in Mongolia
It is Vitafit’s business: the family-owned company produces various fruit juices and dairy products.
EBRD and EU support fruit juice producer in Mongolia. It is Vitafit’s business: the family-owned company produces various fruit juices and dairy products. It has expanded its product range significantly over the last ten years and is the only Mongolian producer able to compete with the global brands dominating the sector. The EBRD has been a long-time partner supporting Vitafit’s growth. Vitafit’s Goy brand, for example, has developed a loyal following, not only in Mongolia, but increasingly across Asia. The sea buckthorn, blackcurrant and cranberry juice are now exported across Japan, South Korea and China. In the dairy sector, the company also sets new standards in Mongolia when it comes to obtaining raw milk and improving links between producers and suppliers. Its representatives travel with specialized trucks to collect raw milk from herders, ensuring that the product travels in a sterile environment. They then deliver it to rural collection points for sterilization. This helps farmers to be less dependent on traders. It increases the milk quality, as it cuts down on inadequate transportation and reduces collection time for a perishable product, while ensuring at the same time better prices for the farmers. The EBRD also matched the company with an expert consultant to help it establish a concrete vision for its business, good organizational structure, proper corporate governance and improved human resources and reward system. The two partners aim to provide these businesses with access to finance and know-how, while building a business environment conducive to investments in this vital market segment.
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