While studying at the Agricultural University of Georgia, Tamar Sheitnishvili, Nona Noniashvili, and ShalvaMdzinarashvili spent years experimenting with innovative food-drying techniques in university laboratories. One evening, the three friends made a batch of apple chips and immediately realised they had created something unique. That experiment became the start of CHAMPY – a socially responsible company producing healthy apple chips in Georgia.
"Our goal was to create a snack that feels like chips, but is actually good for you,"Sheitnishvili remembers.
From One Product to a Global Brand
Turning a student idea into a successful business, however, was far from easy. CHAMPY’s production facility is located near the occupation line in Gori municipality, an area where economic opportunities are scarce and living conditions remain challenging.
Despite this, the founders were determined to create jobs for local residents, particularly women and young people. “We wanted to start not just a business, but one that would have its social responsibility,” Sheitnishvili remembers. The enterprise was established in the village of Ditsi to provide stable employment, support the local community, and, at the same time, develop a brand with global potential.
"When we first started, it was just us, selling 10 to 20 products out of Oktopus Fitness Center," says Sheitnishvili. "Now we employ 13 locals, and in five years our yearly output has grown fivefold."
CHAMPY launched with a single product. Today, they offer 12 flavours of apple chips and a dedicated line for kids. All are free from additives, sugar, and preservatives. The founders are also exploring ways to go waste-free, with plans to turn fruit byproducts into an entirely new product.
The Snack That Crossed Borders
Two years ago, CHAMPY began exporting to the US and Canada, selling through online platforms like Amazon as well as local healthy food shops. Europe was the logical next step, but breaking into that market meant navigating stricter regulations.
Luckily, CHAMPY received support through the IA2M project, “Innovation Challenge: Supporting Georgian manufacturing sector SMEs in starting, continuing, or resuming exports to EU and European countries”. With a matching grant of nearly 60,000 Georgian Lari (€19,119) from UNDP, under the EU4Business initiative, alongside the company’s own contribution, CHAMPY invested in automated packaging and drying equipment, laboratory testing, and updated packaging and labelling.
The project is a €5.16 million initiative financed by the European Union and implemented by UNDP in partnership with the Estonian Centre for International Development (ESTDEV). At its heart, the project is about opening doors — helping small and medium-sized businesses in Georgia grow stronger, build better products and services, and find their footing in the EU and broader European marketplace.
CHAMPY was one of 24 Georgian SMEs supported by the IA2M project in 2025, which awarded a total of €296,600 in grants. The company is now setting its sights on the EU market, with Germany as its first entry point.
"Healthy snacking is a growing trend — especially in the US and Europe — and there's real demand we need to meet. For businesses like ours, market diversification isn't optional; it's essential. You have to move at the right time and build your reputation early,” Tamar Sheitnishvili explains.
“The EU-UNDP support has opened the door to Europe, and we're walking through it."
