Stefan Georgiev: Although we have not yet opened any stores, Lidl’s effect is already visible and measurable

In an interview for Telma TV's economic show "Biznis objektiv", Purchasing Director Stefan Georgiev shares how Lidl is helping domestic producers grow, raise standards, and reach international markets. Read and watch the full video interveiw.

Lidl has been present on the market for several years now through investments and preparations for opening, but what is extremely interesting is the impact it has had on the Macedonian economy even before the official opening of any stores.

The public is eagerly awaiting the opening of the stores, but the effects of your work are already present. Can you tell us more about the cooperation with local suppliers and what the results have been so far, primarily in the area of exports?

Stefan Georgiev: Although we have not yet opened any stores, Lidl’s effect is already visible and measurable, mainly through our cooperation with local suppliers. The key indicator here is export. In 2023, we started exporting Macedonian products to other Lidl countries and generated revenue of about half a million euros for the Macedonian economy. In 2024, we increased it to 5 million euros, and I am happy to say that in 2025 we achieved a total export of Macedonian products of about 15.5 million euros.

That is truly serious growth in a short period of time. Which products are most in demand and how do you manage to place them on foreign markets?

Stefan Georgiev: When we look at the categories, we mainly export traditionally strong Macedonian products, such as fresh fruit and vegetables, as well as lamb and canned goods. It is interesting that we also organize a so-called “Macedonian Week”. Just as we have themed weeks such as American, Greek, Spanish or Italian, we have introduced a Macedonian week. In the last two years, we have organized 22 promotions of Macedonian products abroad, with more than 70 products from 17 Macedonian suppliers, in a total quantity of over 2,500 tons. Of course, all successful promotional products enter the regular assortment, where the quantities are even larger, since they are distributed all the time.

We know that Lidl has exceptionally high standards for entering its network. What is it that Macedonian manufacturers have to fulfill in order to become part of this chain and export through you?

Stefan Georgiev: Quality standards are crucial for Lidl, and our internal standards are often higher than the legal ones, not only in Macedonia, but also in Europe. This is essential to guarantee customers the safety, quality and consistency of products, especially in private labels. One certificate is IFS - International Food Standard, which is the highest global production standard. Another certificate for Macedonian suppliers is GlobalGAP (with the addition of GRASP), where GAP stands for Good Agricultural Practices, and GRASP refers to the social working conditions of field workers. Fresh fruit and vegetables are particularly important, as we consume them daily, so we have an internal policy to test in accredited laboratories for over 700 pesticide residues, thus guaranteeing the safety of fresh fruit and vegetables. These certificates create confidence among customers that the products are of high quality.

That means that people can still rest assured that they will get good products in your stores, but how do you manage, despite all these strict requirements, to maintain favorable prices in your stores and be competitive with the rest?

Stefan Georgiev: I agree that the combination of high quality and low prices seems impossible, but in the Lidl system they coexist and that is our main advantage. We guarantee quality through the aforementioned standards (IFS and GlobalGAP), while we achieve low prices through a carefully selected assortment, a focus on private labels and the optimization of all processes from production, logistics to delivery to stores. This allows us to offer high-quality products at affordable prices.

Can we explain in a little more detail how you are helping Macedonian companies to meet these required standards and to have a more aggressive approach to foreign markets, not only in the stores that are expected to open in Macedonia?

Stefan Georgiev: Support for local Macedonian suppliers is key in our work. We cannot expect the highest certificates without our help. On the one hand, we communicate with them, provide consultations and knowledge from the best European suppliers in the Lidl network, including organized visits to warehouses and production facilities. Further, through partners we cover some of the certification costs; this is especially important for small suppliers of fresh fruit and vegetables. Thirdly, we provide guaranteed cooperation: for example, in 2023 with a Macedonian canning industry producer we started with an income of 35,000 euros, and in 2025 we reached 1 million euros. The number of certified suppliers is growing: from 25 GlobalGAP in 2023 to over 50 now, and from 30 IFS to 55 Macedonian suppliers. Our role is a partner and catalyst for accelerating certifications, investments in quality, which makes companies more competitive in local and international markets.

What can be noticed in Lidl stores is that you also have your own brands. My question is, how are they born, how do they develop, how long does such a process practically take and are they also in demand within other stores around the world?

Stefan Georgiev: Store brands are at the core of our business and allow us to guarantee quality at low prices. The process takes between 6 and 12 months and requires thorough preparation. First, we identify the categories and products, then together with the suppliers we select the recipe, raw materials and packaging. This guarantees low prices and high quality. This benefits both manufacturers because they get guaranteed quantities and long-term cooperation with annual growth, but also consumers who have confidence that the products are of the highest quality and at an affordable price, through process optimization.

What will Lidl's entry into Macedonia mean in terms of competition, given that your trump card is practically lower prices?

Stefan Georgiev: The entry of a new player always increases competition and market dynamics, especially with Lidl. We want to offer customers greater choice, a high-quality experience in stores and affordable prices. Macedonian consumers already know Lidl from neighboring countries (Greece, Serbia, Bulgaria) and Germany, and we want to make the same possible in Macedonia. We will set quality standards, we will be competitive, because Macedonian citizens deserve and expect this.