Latvia's 'Kārums' Opens Global Pop-Up at Riga Airport
Food Union, Latvia's leading fresh dairy and ice cream producer, has opened a 'Kārums' pop-up store at Riga Airport. The store celebrates the brand's growing global recognition and success in international markets.
Food Union's CEO, Artūrs Čirjevskis, aims to make 'Kārums' a globally recognized Latvian brand. The company's export markets have expanded to 30 countries, including recent additions like Canada, Finland, and the UAE. In 2024, export sales accounted for one-third of Food Union Latvia's total turnover, reaching EUR 45.7 million.
The 'Kārums' pop-up store offers a taste of Latvia to both local and international travelers. It features 16 flavors of 'Kārums' curd snacks and souvenirs like 'sieriņi' socks and porcelain plates. The store is open daily until October 30th, serving as a 'Kārums' embassy for visitors.
Last year, 'Kārums' exports grew by 52%, with curd snacks being the fastest-growing product category. This year, exports are planned to grow another 15%. The brand is now available in major retail chains across Europe. Food Union plans to enter new markets in 2025, including Malta, Belgium, and Serbia, while continuing to grow in existing markets like Ukraine, Lithuania, and Estonia. Germany, the United Kingdom, and the Nordic countries are also set to become new export markets for 'Kārums' curd snacks.
The 'Kārums' pop-up store at Riga Airport showcases Food Union's commitment to growing the brand's global presence. With expanding export markets and increased sales, 'Kārums' continues to make its mark on the international stage.
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