What are your goals and approaches to attending the recent exhibition?
Mojtaba Industrial Group has many subsidiaries, one of which is juice production based on the activities of Negin Shahd Shahran Company. Our views and visions for this brand and other products are global. Our goal at the Armenia Fair was based on the complete proposal on which the presentations and reviews were based, and we finally came to the conclusion that we should seize this opportunity. Given the high reception of the audience at this exhibition, we now hope to take the next steps stronger and be able to successfully participate in international exhibitions in other countries and achieve our global goals.
What is the reason for the popularity of Mojtaba products in recent years?
Our goal is to provide healthy products and of course juice is one of the products of our group, but according to the history of our generation in the production of this product and the fact that juice production is my father’s job, so to prepare a suitable formulation these juices were activated to get the best results. Eventually our goal will even reach the world’s 8 billion in market, so we need to give all kinds of tastes.
Explain the innovations made in packaging and concentrate?
We see the supply chain with a broad perspective, so it was necessary to be involved in the production of some raw materials ourselves. Although we have good partners in the supply of raw materials, but in some sectors we had to enter. Among them we can mention concentrate; by connecting with gardeners and a site dedicated to the production of natural concentrate, we were able to achieve self-sufficiency in this material. In fact, most fruits, except for one or two, which are considered tropical fruits, such as pineapple and mango, fresh fruit are transferred from the tree to the concentrate and the desired powder is prepared. In the case of these two fruits, the import is done with special care and obsession and the fresh fruit reaches the concentrate production line.
What are the reasons for emphasizing Central Asia?
Based on the market research that was done, we found the virgin market here, and given the quality of the competitors, we realized that there is a good gap in terms of quality, and we used this opportunity to provide the product to the consumer. The Armenian market, despite its small size, has connections with the Eurasian region and countries such as Russia, Kyrgyzstan and Uzbekistan, and for this reason, we consider this country as a stronghold that is the gateway to the development of our regions. This trend will be followed in Turkey, where Mojtaba Juice’s headquarters is well-located.
In which countries, despite the lack of direct presence of Mojtaba products, consumers have gone to use your products?
Due to our limited production capacity for production at the moment, we have not yet been able to supply Mojtaba juice in all countries. But it has been well received in distant countries such as Germany. Although the presence of Mojtaba juice in these countries is limited, the current products are orders that have already been done and we are sending them. We have not even entered several provinces directly inside the country. But given the expanding capacity, we expect to be present again, even in Russia.
What innovations have you made in the field of equipment and machinery?
In the beginning, we went to the best domestic suppliers and used their new technologies. But due to the competitive environment, we also had to welcome new ideas, and to date, good negotiations have been held for the entry of these technologies into the Negin Shahd Shahran factory.
Is there a plan and investment to increase the diversity of Negin Shahd Shahran products?
According to the welcome given by consumers, we are going to take action from the capacity of well-known companies to supply various types of flavored beer with Mojtaba brand. In general, we will cover other products from the judicial basket.
How did you see the reception of the exhibition?
On the opening day, we witnessed the presence of Mr. Zohuri, the Ambassador of the Islamic Republic, together with the officials of Armenia, and he even came to our booth and responded appropriately to our suggestions, for which we are certainly grateful. Mr. Makarian, President of the Union of Employers of Armenia, also came with the accompanying delegation and sat down to talk with us and agreed to provide assistance, and we became a member of the Commission for Facilitation of Products. The unparalleled response from small and large sellers was due to the sampling of products. Special thanks to the colleagues who made this presence, including Negin Pakhsh Shahran Company, who are in charge of coordinating the import of goods and the sale of our products. We were motivated to approve the proposal to attend the exhibition in Armenia with a budget of two billion. We hope to take the next steps in larger exhibitions. I invite you to talk about product sales issues with Ms. Najafi.
Ms. Najafi, we are very happy to interview an entrepreneur Based on our experience with SMIs, wherever we have seen women in production, the brand growth rate and market share is much higher, what is your approach to attending this exhibition?
While wishing good luck to people all over the world, I am proud that based on the trust they had in me, we were able to use our domestic talents and finally hold the Armenian exhibition with great success and reception. Based on this trust, we hope to implement Mr. Dehghan’s global vision as soon as possible.
Before the start of the exhibition, we examined the markets of Armenia, and based on these studies, it was determined that we are witnessing a very pristine market, and the place of Mojtaba juice and our health-oriented slogan was empty. During the few days of the exhibition, we saw contacts with various companies, even neighboring countries with Armenia. We had excellent negotiations with these companies and even on the first day, the traders present at the exhibition were interested in buying the product before visiting. But we tried to convey the concepts, goals and personality of the products by presenting the products to the customer at the exhibition site.
What process has helped to maintain the quality of the product along with the reasonable price?
One of our goals is to consider all members of society. However the merit of all people in our society is to have access to quality products. Therefore, they have considered the production process management in such a way that they think about health.
What are the reasons for not using “Stabilizer”?
This is also based on the goal of being health-oriented. The product is suitable for all categories of people and due to the lack of use of preservatives; it is possible to recommend it even to children. Even all the concentrate is produced in the set itself.
What are the goals of supply chain control, based on these goals, what other activities are to be implemented?
According to the global perspective, the company was able to cover our country in a short period of time after establishing strong sites in the distribution chain. We were also able to get very good feedback in Armenia. We can see the practical demonstration of following this trend in the last days of December with a much wider presence in Erbil, Iraq, and for those who are interested in learning more about the products; we suggest that they be with us in Erbil as well.