HOST: Viktor Kovalev (Global Market and Strategy)
PROJECT: International Potato Tour 2026
PARTICIPANTS:
Kristof Wallays — Agristo
Irakli Kordadze — Frixx
Peter Van Dael — Roger & Roger (Croky brand)
In Tbilisi, the capital of Georgia, a meeting took place that went far beyond a standard interview. It became an open and honest dialogue between representatives of different segments of the global potato industry — processing, regional business, and international players.
Brand Stories: Behind Every Name Is a Strategy
The conversation began with a simple question about company names and quickly evolved into a discussion about business philosophy.
The story of Agristo showed how coincidence can shape a brand’s future. The company was originally called Agrigel, but after discovering another French company using the same name, it had to rebrand. What seemed like a challenge became a turning point. Today Agristo is a global player, and its internal culture is built around the idea of “potatoholics” — people truly passionate about potatoes.
The Croky brand is a strong example of emotional marketing. A parrot that once lived at the entrance of the founders’ factory became the symbol of the brand and has remained on packaging for decades, creating a unique and memorable identity.
Frixx represents a new regional philosophy. Its name combines Freedom and Freaks — people who break boundaries and think differently. The brand positions itself as a regional leader in the Caucasus, emphasizing its origin and identity through the image of the Caucasus Mountains.
Global Market: Overproduction and Inevitable Correction
One of the central topics was the global overproduction of potatoes.
According to Kristof Wallays, the industry has grown rapidly in recent years. Production capacity expanded, planted areas increased, and yields were strong across many regions. This created a classic imbalance — supply exceeded demand.
At the same time, demand continues to grow globally. However, the surplus has led to a significant drop in prices.
Peter Van Dael added that the market is highly cyclical. Extremely high prices in previous seasons encouraged farmers to plant more potatoes, which ultimately resulted in oversupply and today’s low prices. The industry is now moving from one extreme to another.
The Caucasus Case: Surviving in a Volatile Market
The Georgian market provided a clear example of how regional dynamics affect the industry.
Irakli Kordadze highlighted several key factors.
First, strong dependence on export markets. Demand from neighboring countries, particularly Russia, directly impacts prices. When demand drops, the local market quickly follows.
Second, contract farming as a risk management tool. Frixx works with farmers on long-term contracts, often up to four years, with fixed pricing. This allows farmers to plan production, manage costs, and reduce uncertainty.
Third, storage remains a critical challenge. Many farmers still rely on outdated facilities without proper ventilation or climate control. As a result, significant volumes of potatoes are lost during storage, especially in late season.
Technology: From Manual Processes to Artificial Intelligence
Another key topic was automation and digital transformation.
Peter Van Dael described how artificial intelligence is already being implemented in processing. Cameras analyze peeled potatoes, and the system automatically adjusts the peeling process based on real-time data. This improves efficiency, reduces waste, and ensures consistent product quality.
Importantly, these technologies are not replacing people but addressing one of the industry’s biggest challenges — the shortage of skilled labor.
The Core Insight: The Market Must Be Managed, Not Followed
One of the most important conclusions of the discussion was simple but powerful:
No one knows exactly how much potatoes the world needs.
This lack of accurate data leads to instability. Farmers react to past prices, processors respond to current demand, and the entire system operates with limited coordination.
As a result, the future belongs to those who can work with data, forecasting, and supply chain management.
The Future of the Industry: Three Key Directions
The discussion highlighted three major trends shaping the future:
Contract farming to stabilize farmer incomes
Modern storage technologies to reduce losses and balance supply
Digitalization and AI to improve efficiency and quality
In addition, seed production was identified as one of the most strategic and promising segments for long-term success.
A New Stage of the International Potato Tour
After the Caucasus, the project moves to a new phase.
The next destinations include the Russian Far East, Kamchatka, Sakhalin, Vladivostok, and Siberia.
This stage is not just a journey but a comprehensive exploration of new regions, focusing on climate potential, logistics, processing capacity, and future opportunities for the potato industry.
Conclusion
The Tbilisi meeting clearly demonstrated that the potato industry is at a turning point.
It is no longer just agriculture. It is a complex system where global markets, technology, logistics, and strategy intersect.
And it is precisely through open and honest dialogues like this that the future of the industry is being shaped.
