Stefan Georgiev, Lidl North Macedonia: Last year's export of 15.5 million euros is a joint success of Lidl and Macedonian companies

Lidl North Macedonia announced that the export of Macedonian products to foreign markets through the company reached 15.5 million euros last year, exceeding initial expectations of 10 million euros. What is the reason for this success?

Stefan Georgiev: I would say it is a shared success. Lidl can provide domestic companies with access to large markets, even those they did not expect to be able to "break through". Practically, Lidl is the "engine" that helps domestic producers secure entry into those markets. This is achieved through the significant support we provide them with in terms of meeting the required strict standards and certificates such as International Featured Standard (IFS), Global GAP and GRASP. The key factor is always the quality of the products themselves, as well as the capacity of the companies to respond to the high demands. The fact that in 2025 exports from Macedonia through the Lidl network reached 15.5 million euros, which is 50 percent above the initial projection of 10 million euros, speaks volumes that Macedonian products have real competitive value and can meet strict European standards, but also Lidl's standards, which are often stricter. This shows that these manufacturers are ready to adapt to the high demands of foreign buyers and to make the necessary investments in that direction. For our company, however, this is confirmation that our strategy for supporting domestic suppliers is yielding results. Moreover, all these processes are not aimed at achieving a short-term export wave, but at ensuring that the positioning of Macedonian products on European markets is sustainable and long-term.

Which of our products have been the best among foreign buyers and can you give us some examples of how they have managed to win over discerning buyers who are accustomed to the quality of the assortment offered in Lidl stores?

Stefan Georgiev: The best placement, and the greatest interest, was for products that have a recognizable quality and long-standing tradition in Macedonia. In that context, I would single out fresh fruit and vegetables, whose export last year reached 5 million euros, then lamb, which brought in 2.2 million euros, but also canned and confectionery products, wine and dairy products, which contributed 7 million euros to the total amount of 15.5 million euros realized last year. These figures confirm that the producers have managed to ensure stable quality and reliable delivery, as well as that they respect the agreed standards and deadlines.

As part of the export program, we also promote Macedonian products in Lidl stores in other countries through the “Macedonian Week” initiative. In 2025, products worth 1.3 million euros were exported through this initiative. In the previous two years, we organized 22 promotions in stores in Bulgaria, Slovenia, Serbia and Croatia, with over 70 Macedonian products from 17 suppliers and over 2,200 product ranges, making them much more visible and recognizable to foreign consumers.
With these promotions, we bring authentic Macedonian products closer to foreign buyers and in many cases we encounter great interest, with almost all planned quantities being sold in the first days of the "Macedonian Week".

I would like to add here that in addition to food products, we also cooperate with companies from the country for other products, such as the recent cooperation with Alkaloid for the export of the “Becutan” brand. We helped this famous Macedonian brand reach the shelves of Lidl throughout France, which is a sales network of over 1,600 markets. We also helped export “Becutan” baby shampoo and shower gel to Latvia and Lithuania, and we are open to supporting the export of these and other products to other markets where Lidl is present, which only shows the potential for cooperation with Macedonian companies that we have as part of the European network.

What standards did Macedonian producers have to meet, and certainly will have to meet in the future, in order to open the doors to demanding foreign markets, and how does Lidl help these domestic companies?

Stefan Georgiev: The initial prerequisite for cooperation with Lidl is that the producers possess appropriate certificates, such as the Global GAP and IFS certificates, internationally recognized certificates for food safety and quality. Before Lidl's entry into the country, only a dozen Macedonian companies that are export-oriented met this criterion, and today that number has significantly increased, with the expectation that by the end of this year there will be 50 IFS-certified producers and 45 producers with a Global GAP certificate. However, the certification for Lidl is only a starting point, because as a company we apply our own standards, which are stricter than international ones.
Although we have strict and high criteria and controls, we also actively work to support producers, through assistance in the certification processes, then consultations, sharing knowledge and experiences, and in certain cases support in investments in storage, logistics and packaging capacities. Through cooperation with the German and Swiss embassies, we are working on the "Fit for Supply" project and helping Macedonian companies to acquire certificates, whereby they will not only be able to place products for Lidl on the Macedonian market, but will also be able to build long-term export potential.

What is the feedback from Macedonian producers who already cooperate with Lidl?

Stefan Georgiev: These are positive experiences. For many of them, the cooperation with Lidl was the first real step towards exporting to larger, structured markets, to which they had previously had no access. Now about 60 manufacturers export from Macedonia, and exports started with eight or nine companies. They initially exported to Serbia, but then exports expanded to other countries, such as Bulgaria, Poland, Slovenia, Serbia and other countries.

What is very important for manufacturers is that with these placements they have great predictability, which can be considered one of the biggest advantages, in the sense that the required standards, the required quantities, as well as the delivery dynamics are known in advance. In such circumstances, companies can plan their upcoming investments, optimize production and, of course, ensure stable growth. It is important for us that this cooperation is long-term and sustainable, with clear added value not only for Lidl, but also for manufacturers and the national economy.

Most of the products sold in your stores are actually Lidl's own brands. Could you tell us how those own brands are created and how long it takes to achieve such a recognizable brand?

Stefan Georgiev: Our own brands cover as much as 90 percent of the assortment offered in our stores, they are practically the "heart" of our business model. Their creation is not a quick process at all, but something that is carefully planned and prepared. We are talking about high-quality products, but care is taken to create all of them in a sustainable way. In creating our own brands, we work with a large number of companies from all over the world, but in that process too, our goal is to include as many local suppliers as possible. Our own brands are created over a period of six to 12 months. It all starts with conversations, from which an idea is born, which arises either from the needs of the market, or from the need for changes to a certain existing product. Then the potential of that idea is identified, and then negotiations are held over a longer period, and when all of that has matured, we move on to the final process. The recipe for that product is developed, aligned with our strict quality standards, then the selection of appropriate raw materials, testing, certification, and finally the conclusion of contracts with manufacturers.

Our focus is on the optimal ratio between price and quality and Lidl offers consumers the most favorable price for the best quality. We achieve this model through highly efficient processes, a carefully selected assortment, as well as the dominance of our own brands, which allows us full control over quality, safety and price stability. So, we do not see price as an isolated category, but in combination with maintaining the trust of consumers who value the quality of our offer, the safety of products, as well as our long-term reputation.