In the “Export newcomer” category, we will get to know companies that have just started their journey, but are doing it confidently. These companies are vivid examples that more important than big budgets and huge infrastructures is what can be called the embrace of an entrepreneur.
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“Rudy’s Kombucha” is a rapidly growing Latvian company founded in 2019 as an independent family business. Named after the owner’s dog, Rudy. Specializing in high-quality, vegan, probiotic and gluten-free kombucha that has no added sugar and is unpasteurized.
The company’s unique approach has been appreciated internationally. In 2023, “Rudy’s Kombucha” won the prestigious gold medal in the World’s Best Kombucha competition, proving its leading position in the industry. In addition to this, it has also received several other awards, including “Most Innovative Beverage” in Dubai and “New Product of the Year” in Milan.
What is Rudy’s Kombucha?
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“Quite primitive, but at the same time very complex, because it is full of good nutrients, vitamins, probiotics – everything that will make your stomach feel good,” says food technologist Lauris Ābele.
Speaking about the beginnings of the company, Lauris says that it all started at home with three-liter jars and then with bigger and bigger jars.
“At that time, the monthly production capacity was 500 liters. Slowly we started to sell, the product shortage started because we could not produce. And then we started expanding,” he recalls.
The development of the company took place organically.
“The world began like this bumsbecause once upon a time, in ancient times, many people had this tea mushroom at home, which they cultivated, grew and drank, but then it subsided again, there was silence, no one drank anymore.
Then we started production and production started elsewhere in the world. The Internet, social media, everyone started to tell, to be interested, that it is really good, helps the stomach, health, improves well-being, then the demand also started to grow,” says Ābele.
How did Rudy’s Kombucha reach the foreign market?
“We have to thank our marketing specialists, who also work abroad, for this. We also have not only local marketing specialists, but also foreign ones.
In Latvia, the tea mushroom was not so well known, but, for example, in countries like Finland, it is already a culture there, they know what it is,” he explains.
What makes Rudy’s Kombucha stand out from the rest?
“We aim more for this fruity, juicy, cool, delicious than the other producers, because they aim more for the classic, which is more vinegary, sour, less enjoyable,” says the food technologist.
Currently, the company’s finished product in cans reaches 50 tons per month. In the factory, the product is prepared from the beginning to the very end.
Export boom
“In the first year, we studied the competition here in the Baltics and realized that a lot of kombucha is very classic, vinegary, with sugar, the way it should be, but not everyone likes it. And then we started adding quite a lot of fruits or purees, juices and made it lemon-like – we played with the taste.
Sales skyrocketed, so we took a good risk in the second year and invested a third of our turnover in paying for the booth space at the “Anuga” exhibition. We went, participated and found the first major export partner from Greece,” says company co-owner Edgars Elbergs.
He points out that at these exhibitions you can often understand “what export is all about”, because “Rudy’s Kombucha” is not the only company in the world that produces kombucha.
“In the same Lithuania, I think, there are already officially ten producers. But they produce such a classic, but we make it stylish, trendy and most importantly – tasty.”
Experiments with flavors were initiated by the owners of the company.
“In the beginning, it was like this – let’s make the products and give them to people, let’s see what they say. People just freaked out in a good way, they said, “Just brilliant!”
And we are still happy every day that there are people who have tasted a classic kombucha before and said they don’t want to taste it because they don’t like it, and then you try to convince them to try this. He tries it and says, “This doesn’t taste like kombucha at all!” This is probably the key to its success, I would say, not only in the Baltics, but also in the world,” says Elberg.
Currently, “Rudy’s Kombucha” exports its products to 11 countries.
Future plans
“We have brought you to new premises, where we are moving from December. In addition, we want to invest up to one million in various equipment. Like most companies in the world, we are trying to think “green” – we will have both solar panels and, as Lauris told us about the fact that CO2 gas is formed in the fermentation process, it can be processed in special equipment and used as energy back in the factory,” he says. co-owner of the company.
“We already know that our dear consumers have fallen in love with kombucha, but we are constantly thinking about what additional cool, healthy, natural products to create. Especially for the Asian market, we tried a kind of syrup from Japanese exhibitions last year, which can also be diluted with water. In this syrup, we have technologically found how to preserve the vitamins and many of the values of kombucha, but at the same time introduce it to some offices or many other places where maybe kombucha that comes in a can is a little too expensive, thus targeting more such larger markets, ” he continues.
“And we also see that there are various other products, such as, for example, healthy lemonades, functional drinks, for which we are currently developing different versions,” says Elberg.
What is the basis for successful work and export?
“I think that many people will admit that it is based on a team, because you need both a good technologist who comes up with a tasty drink and, of course, people who try to develop it for export.
It has naturally happened to us that, while visiting various exhibitions and growing the “Rudy’s” brand, many people still write from different countries, sometimes it is a Latvian commune, as an example for us is the Netherlands, where we have a cool partner, Henry, who wanted to try to distribute there and sell successfully. And in this way, we currently also have a representative in the Asian market, which has both entered the Hong Kong supermarket chain and also one of the e-platforms. Therefore, it is a success story,” says Elberg.
The program cycle is financed from the European Union Cohesion Policy Program 2021-2027. for the year “Support for the improvement of the technology transfer system” and investments of the Latvian Recovery and Resilience Mechanism Plan “Support for digitalization of processes in commercial activities”.
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Rudy’s Kombucha: The Rising Star of the Probiotic World
Ladies and gentlemen, gather ’round as we dive into the delightful world of kombucha—the fizzy fermented tea that sounds like a trendy yoga class but, oddly enough, is more about gut health than downward dogs! We’re spotlighting a particularly sparkling gem in this expansive tea universe: Rudy’s Kombucha.
Now, let’s be clear, Rudy’s Kombucha isn’t just some random name pulled from a hat. No, it’s actually named after the owner’s lovable dog, Rudy. And if there’s anything we know about dogs, it’s that they know how to pick great names—just look at "Buster" and "Rex"! This family-run Latvian enterprise, birthed in 2019 (the same year we all collectively agreed that wearing sweatpants was essential), has made waves—not just in Latvia, but across borders like a kombucha-hungry tidal wave.
From Local to Global: A Kombucha Story
Picture this: a small home kitchen transformed from a quaint setting of family dinners to an experimental kombucha lab, using three-liter jars that slowly evolved into a staggering production capacity of over 50 tons monthly! Quite the development, wouldn’t you say? Lauris Ābele, the food technologist behind this phenomenon, recalls the early days when he was brewing kombucha like an enthusiastic mad scientist trapped in a hipster cafe. Eventually, they popped onto the scene of international exhibitions, where they could finally strut their stuff and prove that Latvian kombucha isn’t just for your gran’s tea parties anymore!
You’d think the key to this fizzy drink’s success was educational seminars on fermentation—but no! It’s all about flavor experimentation. Instead of the standard vinegary concoctions that you might associate with kombucha—trust me, nobody wants to sip on something that tastes like bad vinegar and regret—they decided to “juice it up”! Think fruity, think zesty. Just like your favorite summer drink without the shame of wearing last year’s swim trunks!
Export Boom: A Leap into the World
The expansion into international markets is nothing short of impressive. As co-owner Edgars Elbergs puts it: “You’ve got to know your competition, and let’s be honest, kombucha is everywhere—especially in Lithuania, where there are ten producers churning out the classic stuff.” But guess what? They’re not just playing at the kiddie table; they took risks, invested substantially in their marketing, and voila—Rudy’s Kombucha made its way to eleven countries and counting, because who doesn’t love a bit of globe-trotting with their gut health?
What Makes Rudy’s Shine?
So, what’s the secret sauce—or perhaps the secret brew—that makes Rudy’s Kombucha stand out? It’s that dazzling fusion of flavors that transforms kombucha from something people tolerate to a drink that truly delights. And isn’t that the dream? Meeting someone who says, “This doesn’t even taste like kombucha!” is the kind of affirmation you pin on your wall and paste on your Instagram!
Going Green and Innovating!
Now, the entrepreneurial spirit doesn’t stop at just making an enjoyable drink. Rudy’s Kombucha is set to invest a whopping one million euros into new equipment for their production. They’ve got their eyes on a sustainable future with solar panels and some tech-savvy solutions that make use of CO2 from the fermentation process—so the good vibes keep on giving.
Looking ahead, these kombucha wizards are not just satisfied with their fruity brews; they’ve set their sights on developing syrups and healthy lemonades—because if there’s one thing we know, it’s that people are always looking for the next liquid sensation to brag about in their social circles.
In Conclusion…
As the old adage goes, “Good things come to those who ferment!" Rudy’s Kombucha is a powerful reminder that passion and a pinch of creativity can take you places, even when you’re beginning from the humble heights of three-liter jars.
So, whether you’re sipping it by the pool or strategically consuming it in desperate hopes of a summer body, just remember: Rudy’s Kombucha is here to stay, and it’s bringing the party with it! Cheers to that! (And remember to thank Rudy the dog for all this fizzy goodness.)
In the “Export newcomer” category, we will get to know innovative companies that have recently embarked on their entrepreneurial journeys, showcasing their remarkable confidence and determination. These organizations serve as vibrant examples of how, in the world of business, the entrepreneurial spirit and passion often surpass even the most lavish budgets and extensive infrastructures.
“Rudy’s Kombucha” is a rapidly growing Latvian company founded in 2019 as an independent family enterprise, uniquely named after the owner’s beloved dog, Rudy. The company specializes in crafting high-quality, vegan, probiotic, and gluten-free kombucha, notable for having no added sugars and for being unpasteurized, ensuring that only the best ingredients are used for health-conscious consumers.
The unique approach of “Rudy’s Kombucha” has garnered international recognition. The crowning achievement came in 2023 when it clinched the prestigious gold medal in the World’s Best Kombucha competition, affirming its leadership position within the industry. Its accolades do not stop there; the company has also been honored with the “Most Innovative Beverage” award in Dubai and the title of “New Product of the Year” in Milan, solidifying its reputation on global platforms.
“Quite primitive, but at the same time very complex, because it is full of good nutrients, vitamins, probiotics – everything that will make your stomach feel good,” states food technologist Lauris Ābele, emphasizing the health benefits of kombucha. Speaking about the company’s genesis, he reminisces about its humble beginnings, where production started at home with small three-liter jars that eventually grew larger as demand increased.
“At that time, the monthly production capacity was 500 liters. Slowly, we started to sell, but soon we found ourselves facing a product shortage because we couldn’t keep up with demand. That’s when we decided to expand,” he recalls. The development of “Rudy’s Kombucha” unfolded organically, as demand surged in a market familiarizing itself with this ancient beverage.
“The world began to change as people started recognizing kombucha’s health benefits. Once, many people brewed their own tea mushrooms at home. There was a period when interest waned, but production gradually picked up again globally, fueled by the internet and social media. More people began discussing kombucha and its health benefits, leading to an uptick in demand,” explains Ābele.
“We owe our successful foreign market entry to our talented marketing team, which includes specialists from abroad. Our marketing strategy has been twofold, engaging both local and foreign experts,” he continues. In Latvia, kombucha wasn’t widely known, but in countries like Finland, it already had a strong cultural presence.
“We aim for a fruity, juicy, and delicious flavor profile, setting ourselves apart from competitors who often lean toward the traditional, vinegary styles that many find less enjoyable,” says Ābele, illustrating their distinct approach to flavoring. As a result, the company now produces an impressive 50 tons of finished product monthly in their factory, processing every aspect of production from inception to completion.
“During our first year, we analyzed the competition in the Baltics and recognized that many kombucha offerings tended to be overly classic, vinegar-forward, or laden with sugar—attributes that don’t appeal to everyone. Consequently, we began introducing an array of fruit additions and purees to create a more pleasant flavor, which dramatically boosted our sales,” explains co-owner Edgars Elbergs.
Elbergs adds, “We made a bold move in our second year by investing a significant portion of our revenue in booth space at the ‘Anuga’ exhibition. This gamble paid off as we established our first major export partnership with a distributor in Greece.” He emphasizes that major exhibitions provide crucial insights into the export landscape and industry competition; “Rudy’s Kombucha” is not the only player in the global kombucha scene, with countries like Lithuania having as many as ten producers.
To maintain their edge, they focus on creating stylish, trendy, and most importantly, flavorful products. “In our initial stages, we simply produced our drinks and distributed samples to gather public feedback. The response was overwhelmingly positive; people who previously dismissed kombucha found our brews to be completely different from what they had experienced. This concept of appealing to diverse tastes is central to our worldwide success story,” remarks Elberg.
Today, “Rudy’s Kombucha” caters to consumers in 11 different countries, reflecting a remarkable global reach.
“We are moving to new premises this December and are planning to invest up to one million euros in upgrading our equipment. Like many forward-thinking companies today, we strive to adopt ‘green’ practices by incorporating solar panels and exploring ways to repurpose CO2 emissions from the fermentation process into energy for our operations,” Elberg details.
Elberg also reveals that “We recognize how much our dedicated customers love kombucha, and we are continuously brainstorming innovative, healthy, and natural products to introduce, particularly for the Asian market. Last year, we experimented with a syrup at Japanese exhibitions, designed to retain the vital nutrients of kombucha while making it accessible in a new format, ideal for office settings or places where traditional canned kombucha may not be viable,” he elaborates.
Beyond kombucha, “We’re also in the early stages of developing healthy lemonades and functional drinks aimed at consumers who seek refreshing options,” he adds.
Reflecting on the foundations of their success, Elberg underscores the importance of teamwork: “Many would agree that our achievements stem from having a dedicated team. This includes not only talented technologists who craft our delicious beverages but also individuals focused on developing our export capabilities.” Their continuous growth is reinforced by relationships formed at international exhibitions and partnerships, further establishing “Rudy’s Kombucha” as a brand with promise.
The program cycle is financed from the European Union Cohesion Policy Program 2021-2027 for the year “Support for the improvement of the technology transfer system” and investments of the Latvian Recovery and Resilience Mechanism Plan “Support for digitalization of processes in commercial activities”.
E million euros in new production equipment,” says Ābele, highlighting their commitment to expansion and innovation. This significant investment is intended to enhance production efficiency, as well as introduce sustainable practices in their manufacturing process. The company aims to incorporate solar energy and innovative use of CO2 generated during fermentation, reducing their environmental footprint while maintaining high production standards.
Rudy’s Kombucha is also keen on diversifying their product range beyond kombucha. They have set ambitious goals to develop new offerings such as healthy syrups and refreshing lemonades, catering to the evolving tastes and preferences of consumers. This strategic move aligns with their vision to become a leader not just in kombucha but in healthy beverages as a whole.
The journey of Rudy’s Kombucha is a testament to the power of familial passion and dedication while navigating the complexities of both local and international markets. Their continued focus on flavor innovation and sustainability, combined with an unwavering commitment to quality, has established them as a standout player in the beverage industry. As they look to the future, Rudy’s Kombucha remains a beacon of inspiration for aspiring entrepreneurs and established companies alike, proving that great taste, creativity, and community spirit can drive success and growth even in a competitive climate.
With their firm roots in Latvia and aspirations that stretch well beyond, Rudy’s Kombucha champions the idea that anyone with a dream—and perhaps a little help from their furry friends—can conquer the world, one fizzy sip at a time. Cheers to Rudy and the team for redefining kombucha and proving that good things indeed come to those who ferment!
