“Our goal is to make Basso an integral part of Georgian table”
Thank you for reading this post, don't forget to subscribe!After achieving 32 percent sales growth, alongside rising consumer trust, stronger brand awareness, and an expanding base of loyal customers, Italian olive oil brand Basso is setting its sights on becoming the number one choice for Georgian consumers across all categories it represents.
Tamta Kalandadze, Brand Manager at BMS – the Georgian company importing and distributing Basso products nationwide – says the ambition goes beyond market leadership. “Ultimately, our goal is to make Basso an integral part of the Georgian table – combining Italian quality with Georgian hospitality in a way that resonates with every household.”
Following Basso’s recognition as a Golden Brand winner in the “Olive Oil” category, we spoke with Kalandadze about the brand’s performance in Georgia and its strategy for continued growth.
Q. Basso has once again been named the winner in the “Olive Oil” category. What does repeating this success mean for you and how does it strengthen the brand’s position in the Georgian market?
A. This recognition is not only an honor but also a confirmation that Basso has been following the right path for years. It proves that commitment to quality, premium ingredients and honest communication with consumers are the pillars that transform a brand into a market leader. Retaining this title further strengthens Basso’s image as a reliable and preferred brand in Georgia.
Q. Demand for olive oil has been growing rapidly in Georgia in recent years. How has consumer behavior changed and what trends are you seeing today?
A. Today’s consumers are much more informed and demanding. They are no longer driven solely by price; instead, they seek products that are healthy, flavorful and offer high nutritional value. We are seeing increased demand for first cold-pressed oils, as well as for specialty oils such as avocado and grapeseed. Consumers are also more interested in product origin, composition and health benefits.
Q. How is Basso’s product portfolio performing in Georgia? Which categories are seeing the highest demand?
A. Olive oils remain the leading category in our portfolio. Pomace olive oil is especially popular for everyday cooking and frying, while Extra Virgin olive oil continues to gain traction among consumers who use it for salads and cold dishes. Among newer additions, avocado oil has generated strong interest due to its high smoke point and nutritional value.
Q. Choosing the right oil remains a challenge for many consumers. What key criteria would you recommend when selecting high-quality olive oil?
A. The most important factor is acidity – high-quality olive oil should have acidity below 0.8 percent. It is also essential to choose cold-pressed (Extra Virgin) oil, which ensures that beneficial vitamins and microelements are preserved. We also advise consumers to carefully read labels, paying attention to origin, producer and ingredients. Transparency is something Basso consistently prioritizes.
Q. Competition in the edible oils segment is increasing. What sets Basso apart from other brands?
A. Basso’s key advantage lies in its heritage and experience. Since 1904, the brand has been supplying high-quality oils to more than 70 countries worldwide. It holds international certifications such as BRC, IFS, ISO, HACCP, Halal and Kosher. In Georgia, Basso represents authentic Italian quality, exclusively offered through its local partner, delivering a consistent and premium experience to consumers.
Q. Georgian cuisine is becoming more open to international ingredients. How do Basso’s Italian oils fit into modern Georgian culinary trends?
A. Basso’s Italian oils complement Georgian cuisine exceptionally well. Our philosophy is simple: high-quality ingredients elevate any dish, whether traditional or modern.
Extra Virgin olive oil, with its fresh and herbaceous notes, enhances classic Georgian salads, adding a refined twist. Pomace oil, known for its heat resistance, is ideal for traditional dishes such as khachapuri, kubdari, or fried meats, ensuring a crispy texture while preserving juiciness.
Avocado oil, relatively new to the Georgian market, is gaining popularity among modern chefs thanks to its smooth, buttery texture – perfect for marinades. Grapeseed oil, familiar to Georgian consumers, stands out with its light, neutral flavor, making it ideal for desserts and pastries.
Q. How would you recommend using different types of oils – Extra Virgin, Pomace, Avocado and Grapeseed – in everyday cooking?
A. Extra Virgin is best suited for cold dishes such as salads, vegetables, pesto and finishing touches.
Pomace oil is ideal for frying meat, fish and vegetables due to its high heat resistance.
Avocado oil works well for both high-temperature cooking (grilling or pan-frying) and fresh applications like salads or smoothies.
Grapeseed oil, with its light texture, is perfect for mayonnaise, sauces, marinades and baking.
Q. What steps have been taken, or are planned, in terms of distribution and accessibility?
A. Our goal is to make Basso accessible to all consumers, both in the capital and across regions. In the near future, we plan to expand distribution in regional cities and strengthen our presence on online platforms, making it easier for customers to purchase our products from anywhere.
Q. What new marketing and communication initiatives is Basso introducing in the Georgian market?
A. We will continue active engagement on social media, sharing information about new products, their benefits and usage. Educational campaigns are also planned to help consumers better understand different types of oils. In addition, we will organize promotions and tastings, allowing customers to directly experience product quality.
Q. How has brand awareness and sales evolved in Georgia over the past year?
A. 2025 was a year of growth for Basso. Compared to the previous year, sales increased by 32 percent, clearly reflecting rising consumer trust. Brand awareness has also grown, supported by active social media campaigns and increased availability in retail chains. The growing number of loyal customers is the most meaningful indicator of success for us.
Q. What are Basso’s strategic goals in Georgia for the coming years? How do you see the brand’s next stage of development?
A. Basso’s vision goes beyond maintaining leadership. Our goal is to become the number one choice for consumers across all categories we represent.
We plan to further diversify our portfolio by introducing specialized oils tailored to modern consumer needs—from healthy lifestyle enthusiasts to gourmet audiences. Expanding our regional presence is also a key priority, ensuring that Basso products are equally accessible throughout Georgia.
At the same time, we aim to move to a new level of communication with consumers. We don’t want Basso to be just a product on the shelf—we want to be a trusted partner, a source of inspiration, and a provider of everyday culinary guidance. Through educational initiatives, collaborations with chefs, and interactive activities, we will contribute to the development of food culture in the country.
Ultimately, our ambition is to make Basso an integral part of the Georgian table – combining Italian quality with Georgian hospitality in a way that resonates with every household.
