In the heart of southwestern Georgia, surrounded by wild chestnut forests and centuries-old stone bridges, the Machakhela Valley is slowly unveiling a new idea—a local brand that reflects the valley’s beauty, spirit, and creativity.
This emerging initiative is called “Machakhela Products.” It’s not just a label or a marketing strategy. It’s a community concept, born out of a desire to promote the region’s identity, support its people, and protect its natural and cultural heritage.
So, what is it all about?
At its core, the Machakhela Products brand aims to recognize and promote products, services, and events that are deeply connected to the valley—its nature, its history, and its people. Think of honey made from mountain blossoms, hand-carved wooden tools passed down through generations, or a guesthouse where every detail tells a story.
But this is still a work in progress.
Behind the scenes, a group of committed individuals and organizations—including the Black Sea Eco Academy, local NGOs, and residents of the valley—are now developing the rules, values, and procedures that will guide the brand. Together, they are shaping a vision that blends sustainability, quality, tradition, and cooperation.
What will the brand stand for?
The idea is to create a trustworthy symbol—something that visitors, consumers, and partners will recognize as a guarantee of authenticity. When you see the “Machakhela Products” name or logo, it should immediately evoke:
- a deep connection to place and tradition
- care for the environment
- ethical, small-scale, local production
- educational and cultural value
The brand will eventually cover three main areas:
- Products (like food, crafts, natural goods)
- Services (such as homestays, workshops, and tours)
- Events (festivals, exhibitions, performances)
Each of these categories will be awarded the label based on clear criteria, including local origin, quality, ecological practices, and educational impact.
When will it launch?
While the brand is still in its conceptual phase, the first official call for applications is planned for autumn 2025. This will mark the launch of the first edition of the “Machakhela Products” label.
Until then, the team is finalizing:
- How the certification process will work
- What the logo and packaging will look like
- How local producers can apply and benefit
- How the brand will be promoted in Georgia and beyond
Why does it matter?
Because Machakhela is not just a place—it’s a living heritage. And this brand is an invitation to explore that heritage, support local creativity, and experience something truly rooted and real.
If you’re curious about the idea, or want to be part of shaping it, keep an eye on:
🌐 www.mpl.ge
🌐 www.bsea.ge
