In Armenian, the word “Darman” means remedy – a natural cure drawn from the power of plants. For the Nazanyan family, it became more than a word.
After overcoming a serious health challenge with the help of local herbal infusions, they began to look at Armenia’s nature differently – not just as landscape, but as knowledge worth preserving and sharing.
That idea became a business.
Founded in Armenia’s Tavush region, Darman produces organic teas, infusions and natural products made from wild-grown herbs, flowers and berries harvested at altitudes of up to 2,300 metres. The region’s biodiversity and climate shape the distinctive character of each blend.
What started as a small family initiative has grown into a premium brand with more than 40 herbal, fruit and spice blends – now reaching customers in international markets, including Europe and the United States.
Turning tradition into a market-ready brand
As demand grew, so did the need to move beyond a niche product and position Darman as a competitive export brand.
This meant refining not only the product range, but also how the company presented itself – from branding and packaging to its approach to international buyers.
That shift began in 2024, when Darman joined an EU-funded project implemented by the International Trade Centre (ITC) under the EU4Business initiative.
Through training, advisory support and access to international networks, the company strengthened its understanding of export markets and improved its visibility abroad.
“Thanks to the support we received, we gained access to business databases and new connections with international buyers,” says Gnel Nazanyan, the company’s director. “The branding support helped us completely redesign our packaging and present our products more confidently.”
The company also expanded its product range, launching a new line of spice-based products and seasoning salts made from local herbs – adding value while staying true to its origins.
Entering competitive markets, building for the long term
Participation in international trade fairs marked a turning point.
At SIAL Paris, Darman presented its products with updated branding and a clearer market positioning. The result was immediate: new partnerships with companies in France and Cyprus, and a major contract with a French buyer.
Today, Darman products are sold under private label in well-known retail spaces, including Galeries Lafayette and a range of gourmet stores – a significant step for a business that began in a small rural region.
With continued support, the company has also strengthened its production standards. In 2026, Darman obtained ISO 22000 certification, enabling it to meet international food safety requirements and further expand into global markets.
For the Nazanyan family, growth is not about leaving tradition behind. It is about building on it – turning local knowledge into a sustainable business with international reach.
With the right support, even the most rooted ideas can travel far.
