"ArtCheese" cheese tasting hall, located in the village of Yelpin in Vayots Dzor Region, has become not only one of the favorite destinations for tourists but also one of the successful examples of Armenian gastro-tourism. The main hero of this story is Arthur Nazaryan, chairman of "Yerpin" agricultural cooperative. In 2017, he founded the agricultural cooperative with five members, and over time, the cooperative expanded to include seven members.
In the early stages, the cooperative collected milk from its large cattle and sent it to "Ashtarak Milk" factory for processing. After some time, Arthur and his team decided to create their own production. They established "ArtCheese" cheese production workshop. "At first, we produced only three types of cheese - Yelpin, Chanakh, and Lori. Over the years, the range expanded to 12 types, all made from pure milk," Arthur Nazaryan noted.
Currently, the milk is sourced from the cooperative's own farm cows, as well as from fellow villagers and various communities in Vayots Dzor Region. "We have built about 7-8 collection points in the region. This has created new jobs in different communities. Each milk collection point employs 1-3 people," he said.
Thanks to Arthur Nazaryan's consistent efforts and collaboration with "Strategic Development Agency," "ArtCheese" became a beneficiary of "Living Landscapes of Armenia for Market Development" (LILA) project, and it opened the doors to the "ArtCheese" cheese tasting hall in 2023, which has become a beloved place for both locals and foreign tourists. "Tourists from Canada, the USA, Switzerland, France, Germany, and other countries visit here, wanting to learn about Armenian products and our local cheeses," Arthur Nazaryan outlined.
The opening of the tasting hall also contributed to the increase in cheese sales. "Previously, if 25-30 tons of cheese were sold annually at the production workshop, with the construction of the tasting hall and the development of gastro-tourism, the production volume also grew to 50-70 tons annually, with 40-45% exported to Russia, Kazakhstan, and Georgia," Arthur Nazaryan noted. The opening of the tasting hall also had a positive impact on the community, creating an additional 3-5 seasonal jobs.
Collaboration with Strategic Development Agency brought innovative approaches, marketing skills development, and exchange of international experience. Arthur Nazaryan has participated in training projects aimed at skill development and qualification improvement. All of this has contributed to an increase in production quality and market expansion. "Within the framework of the project, partnerships have been established with gastro-bakers, wineries, and hotel complexes. We have created a complete value chain—from production to sales, to market marketing," he said.
Despite some challenges, such as the lack of raw milk, Arthur Nazaryan believes that intensive agriculture and smart animal husbandry can solve these problems. His goal is to expand the business by having its own kitchen and guesthouse so that tourists can fully experience Armenian rural life and so that the value chain he has created can become fully sustainable.
Arthur Nazaryan's story is an example of how, through dedication and perseverance, an agricultural idea can be transformed into a successful business. "I am connected to my land and to my roots. I want my experience to be exemplary. People should stay in the villages and develop agriculture. Everything is created through hard work. If you can work and create, you cannot abandon your homeland, you cannot leave your community," he said.
"Living Landscapes of Armenia for Market Development" (LILA) project is funded by the Swiss government through the Swiss Agency for Development and Cooperation (SDC) and is implemented by WWF offices in the Caucasus and Armenia in partnership with Strategic Development Agency (SDA).
March 04, 2025 at 14:48