“The initiative to hold a fair came from the local municipality who contacted us, BGCC, and offered to start a tradition to have a Georgian Christmas fair,” says Mako Abashidze, the Director of BGCC.
The idea of the fair is to introduce Georgian agricultural products to the British market, promote Georgia as an exquisite food and wine destination and at the same time underline and promote the intercultural nature of London and specifically Southwark, which boasts world class attractions including Tate Modern, Shakespeare’s Globe, Vinopolis and Borough Market.
“This is a unique opportunity to promote Georgia in a complex marketing campaign as it involves cultural, art and cuisine elements. However, the big highlight comes with promoting Georgian wine with the help of a local wine PR Company together with Sarah Abbott Master of Wine and Isabel Legeron,” she noted, adding that the event has a commercial agenda as the viewers will have an opportunity to buy various Georgian goods and products.
According to Keti Kandelaki, Acting Director Department of International Cultural and Humanitarian Relations at Ministry of Foreign Affairs of Georgia, international promotion of Georgian culture is high on the Georgian government’s foreign policy agenda.
“That’s why the Ministry strongly supports the project, which we see as an excellent opportunity to present Georgian culture, traditions, folklore, arts, cuisine, wine and agricultural goods to wide audiences. Our embassy in London is actively involved in the initiation of the project which we hope will have a tangible outcome in terms of raising awareness of Georgia,” she continued.
Alexandra Hall Hall, British Ambassador to Georgia in her official statement claimed: “I am thrilled Taste Georgia is taking place in London. This is a fantastic opportunity for people living or visiting London to get to know the rich Georgian culture and taste the wonderful food and wine this country has to offer.”
She continued, saying that she was lucky to be living and working in such a spectacular country and able to experience Georgia properly with her family. “I am thrilled Georgia is getting this kind of exposure in London over the festive season and I wish the organizers every success,” she added.
Around 8-10 stalls on the side of the river will be erected for the parading of various products and distribution of information from the Georgian National Tourism administration. A small stage will host Rustavi Ensemble’s concert for the visitors and a pop-up Georgian restaurant will prepare traditional Georgian meals for tasting.
Together with BGCC, the fair is strongly supported and co-organized by the Ministry of Culture and Monument Protection, GNTA, Georgian National Wine Agency and Sakpatenti, a national intellectual property center.
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