One of Armenia’s leading manufacturers of meat products prepares for new export markets

Founded in 1995, Bacon Product has grown from a small production facility with just three employees into one of Armenia’s leading meat producers. Today, the company employs more than 400 people, offers over 400 products across ten meat categories, operates more than ten branded stores and specialised pavilions, and serves thousands of customers across Armenia.

Built according to a production design developed by Austrian specialists, Bacon Product has continued to invest in modern equipment, new technologies and international expertise. The company has implemented the HACCP system, and its production complies with the ISO 22000 standard, supporting high standards of food safety, hygiene, and production management.

From established markets to new opportunities

“Bacon Products is already an active exporter, with Georgia currently serving as its main export market. The company has also previously exported to Dubai and Kazakhstan, while exports to Russia have been temporarily suspended,” notes Syuzanna Grigoryan, Business Development Manager of Bacon Products.

In 2026, the company joined the Export Acceleration Programme, implemented by Visionest Institute and funded by ESTDEV (Estonian Center for International Development), to strengthen its export capabilities, gain new tools and skills, and explore new opportunities for international growth.

For Syuzanna Grigoryan, one of the most valuable aspects of the programme was the opportunity to approach export development more systematically, particularly through learning about product development, market research, potential partner identification, and practical tools for assessing international markets.

“Developing an export business plan is important because it forces a structured, well-grounded approach to entering a new market, rather than proceeding based on assumptions,” says Syuzanna.

Exploring the Chinese market

As part of the programme, Bacon Product selected China as the market for its export research and developed a business plan focused on potential entry into the Chinese market.

The decision was driven by the scale and potential of the market, particularly in the processed meat segment. According to the company’s research, sausages represent a significant product category, supported by their use in hot pot, street food and home cooking. At the same time, growing purchasing power and consumer interest in premium and imported products could create opportunities for international brands offering differentiated products.

“After the program, I plan to apply this knowledge and these tools by starting to establish initial contact with potential partners in the Chinese market and adapting our product, particularly our sausages, to local requirements and consumer preferences. At the same time, I intend to apply the same approach and tools to strengthen and expand our existing export markets (Georgia, RF), helping to offset the gap left by the temporary suspension of exports to Russia,” notes Syuzanna.

The resulting export business plan has turned a general interest in the Chinese market into a more concrete roadmap for action.

Preparing the product for international markets

Market expansion also requires continuous development at the product level.

One of the important areas is packaging.

“We are working on modernizing our packaging to meet international standards and appeal more effectively to export retail and foodservice channels. This will allow us to extend shelf life,” she says.

A structured approach to export growth

For Bacon Product, the Export Acceleration Programme has provided more than an opportunity to study a new market. It has helped the company develop a methodology for approaching export expansion with greater structure and evidence.

The experience of researching China and developing a market-specific business plan is now becoming a practical tool that can be applied to future export decisions.

“First, we plan to continue developing our product range, including our chicken nuggets and sausages, to better match the taste preferences and requirements of target export markets such as China, alongside our existing markets,” Syuzanna said.

At the same time, the company plans to strengthen its marketing efforts abroad through participation in international trade fairs and by building direct relationships with potential distributors and business partners. These efforts are aimed at increasing the visibility of the Bacon brand internationally and creating new opportunities for sustainable export partnerships.