The QUIS – Better Goods and Services Project, funded by the European Union and German Government, aims at enhancing the competitiveness of Georgian companies by improving Quality Infrastructure. Its primary objective is to promote inclusive and sustained growth, while aligning itself with the Deep and Comprehensive Free Trade Agreement and EU commitments.
The project is implemented by GIZ, in collaboration with Czech Development Agency. It works closely with key Georgian partners, such as the Ministry of Economy and several Georgian agencies. Its initiatives include
* Identifying and improving regulatory framework for quality infrastructure
* Conducting awareness campaigns about product quality and offering technical advice to businesses
* Supporting conformity assessment bodies and raising quality standards for local production;
* Developing targeted financial assistance mechanisms with Enterprise Georgia
The project will run until January 2027 with a budget of EUR12 025 000.
GEORGIA Today sat down to talk with Christian Kaufhold, the team leader of QUIS, and found out more. We wanted to know how he came to work in Georgia.
“My journey to Georgia started with a diverse consulting career, where I focused my attention on local and regional development across Central, Eastern and Southeastern Europe, as well as the Caucasus,” says he. “I’ve had the opportunity to work on various projects, including tourism development, market analysis, and feasibility studies in the hospitality industry, over the years. This experience not only deepened the understanding of the economic landscape in the region, but also sparked an interest in me to contribute to meaningful change.
“In 2008, GIZ hired me and I was able to take on roles that allowed for me to be a part of and lead development projects. My work has always been centered around promoting sustainable growth, and this is what brought me to Georgia. I believe that well-planned, effective projects can transform economies and elevate businesses in the local area. I’m thrilled to be a part of a team that is committed to driving positive changes. Currently, I’m a team lead of the 3-year project “QUIS” – Enhancing Company Competitivity through Quality Infrastructure.
What are Georgia’s current weakness and how will it be addressed during the three-year project.
Harmonized standards are an important part of the DCFTA goal of deeper integration of Georgia’s economy with the EU. They facilitate long-term trade and collaboration, which in turn promotes economic growth and development. As Georgia moves towards adopting EU standards it is crucial to focus on improving quality infrastructure. This isn’t just about identifying weak points, but rather an opportunity to align with best practices internationally that elevate the private sectors.
We believe that the QUIS project implemented by GIZ will play a major role in this process. The project is aimed at addressing key factors of Georgia’s infrastructure quality by identifying important elements of this framework. The project will encourage synergy among private and public entities to ensure a collaborative approach towards improvement. The delivery of technical expertise from abroad to quality institutions will also enhance their ability to support businesses to adhere to European standards. The QUIS project aims to raise the quality standards of Georgia through impactful awareness campaigns, local production support, and targeted financial mechanisms, developed in partnership with stakeholders.
Please give examples of the campaigns you will run. Which private companies will benefit? What are the standards Georgia must meet in the short and long-term?
Georgia must focus on a number of immediate and long-term needs to meet the DCFTA standards. In the short-term, it is important to develop comprehensive strategies for addressing technical barriers to trade. This includes promoting and cooperating between public and private organizations that are responsible for metrology and standardization, market monitoring, conformity assessment, and accreditation in order to align with EU standards. In order to build on these efforts, it’s important to strengthen institutional capacity for effective implementation and enforcement, as well as fostering public engagement and awareness. The project will focus on the construction materials sector, toy and wood material production, apparel, and packaging sectors in order to promote product quality standards. Our project will implement a series of impactful awareness campaigns targeted at both consumers and business. These campaigns will educate the public about the importance of quality and help them identify compliant product. They will use informational materials, video, case sharing and media outreach in order to raise awareness of the benefits of choosing products which meet European standards.
We will run targeted campaigns for private enterprises, focusing on specific sectors such as construction materials, apparel, toys, furniture, wood, and packaging materials. These industries are vital to Georgia’s economy and have significant export potential. Our interventions in the private sector are divided into several stages: training, awareness-raising and gap analysis, development of an action plan, implementation and certification. This is a long process that requires our involvement as well as the interest and engagement from the companies and stakeholders.
How does Georgia compare to the EU in terms of its current alignment?
Georgia is actively working to align its legal and regulatory framework to EU standards in order for it facilitate trade and integration with the European market. This alignment is essential for meeting the EU’s stringent requirements, particularly in areas such as construction materials, toys and textiles which are important export sectors.
We have several priorities when it comes to regulations that are mandatory for compliance:
Construction Materials: We are harmonising with the EU Construction Products Regulation (EU), No 305/2011 which sets unified criteria across Europe for marketing materials. This includes conformity assessment and CE marking in order to ensure that safety and performance standards for products such as cement and insulation are met.
Toys: Directive 2009/48/EC of the EU mandates strict safety standards for toys. These include limits on hazardous chemicals and mechanical safety standards. We ensure that Georgian manufacturers adhere to these rules in order to meet CE marking requirements and make their products safe for EU market.
To manage the use and production of chemicals, textiles must comply with the EU REACH regulation. We are also implementing Regulation on Textile Fiber Names and Labeling in order to meet labeling standards which inform consumers about the composition and instructions for care of textile products.
There are also voluntary standards, which, although not legally required, offer significant benefits. Companies that adopt standards such as ISO 9001 for quality control or ISO 14001 to improve environmental practices can enhance both their market reputation and their efficiency. These standards can help companies improve their quality, reduce environmental impact, and ensure workplace security.
Our strategy includes a mix between regulatory alignment and the voluntary adoption of best practice, supported by initiatives that strengthen testing facilities and offer technical advice to businesses. This comprehensive approach ensures compliance, but also boosts overall quality and competitiveness for Georgian products on the EU market.
What is your vision of Georgia’s future, both in terms of this project and the production sector?
My vision of Georgia’s future is to transform its production sector into a competitive and innovative landscape that is aligned with global standards and driven by sustainable economic growth. Prioritizing high export sectors will unlock new opportunities and drive economic development. Our project will help enterprises to achieve compliance by providing actionable guidance. This will ensure sustainable growth and enhanced competition. Our goal is to strengthen conformity evaluation bodies through resource allocation and capacity building. We will also provide financial support to laboratories in order to improve their capabilities. This initiative will also involve existing and potential lab service providers in developing activities and co-investing necessary infrastructure. Together, these efforts enable laboratories to better address the gaps and demand in testing methods related quality.
Adopting harmonized standards will make it easier for Georgian products to enter the EU market. These standards reduce the technical barriers to trade and allow for smoother, more efficient trade between the two regions. Georgia can improve its trade relations, and position itself to be a competitive player within the global economy. This will lay a solid foundation for sustainable growth in the future.
Interview by Katie Ruth Davies
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