Brduch Kingdom

Brduch Kingdom: Housewives cooperating with small farmers to create home-made traditional food

ArmeniaYerevan, Armenia
Year Founded:
Organization type: 
for profit
Project Stage:
< $1,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Creating home-made food by women over 50, with organic grown products of small farmers, wrapped in traditional way we ensure that our clients get the best possible food, both health and taste wise, while improving the livelihood of vulnerable societal groups and contributing to the cultural values.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

housewives and small farmers could be inspired to make their and clients lives healthier, tastier and better?
About Project

Problem: What problem is this project trying to address?

The fall of Soviet Union brought numerous problems for the generation caught between two systems. Two vulnerable groups appeared in Armenia: educated women who became housewives and are still far from pension age; and villagers used to work in collective farms lacking the skills to proceed on their own. Additionally, while traditions started to be reappear, the benefits of local cuisine are not yet fully appreciated.

Solution: What is the proposed solution? Please be specific!

The business model is to provide with opportunities for both groups to come together and sustain themselves financially, doing what they are good at while having the opportunity to promote good quality traditional organic grown food as well as creating an extra value of cultural background. As the target market of local population is still relatively small, the primary market is travelers. That gives the guests of the country the opportunity to try actual home-made food, which seldom have the chance to sample in the majority of cases, usually going to restaurants or buying products from supermarkets. Our business is cooperating with travel agencies to provides lunches for travelers on the road, with excellent so far reviews.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

We hired 2 women over 50 allowing them to do something they are really good at without having to abandon other responsibilities, We are also cooperating with 2 families from villages by buying products from them: one for the fruits/vegetables, the other - meat products as well also trying to provide training in organic growing practices, .we are striving to eliminate plastic packaging which is used in Armenia in the majority of cases. Paper packaging especially recycled is hard to find and needs to be custom ordered usually at great expense which accounts for the low penetration rate of 'Eco-packaging'.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

4 families are already benefiting from this enterprise. and by now around 400 people had the opportunity to enjoy healthy home-made organic grown food. The relatively new packaging is greatly appreciated by European travelers, as they are used to environmentally friendly items and create the ideas to follow to other local enterprises. Reducing the use of plastic. The other important factor: travelers are starting to appreciate the traditional way of eating in the country, which brings them to start telling to locals about it. Consequently, locals start being proud of their own traditions and try to preserve them. Staying at home to continue doing something they are good at helps to reduce migrations: from village to urban area, from the country to other destinations.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

Impacts are planned in 3 directions: 1. To involve as much possible women all over the urban areas into cooking their favorite dishes, which will provide sustainable employment and income for the households 2. Micro-firming development in Armenia, if we would be able to involve and provide training. As villagers do not using pesticides yet, but the tendency is going there, we would be able to stop that development and try to stay as a country on organic food produce. 3. Reducing the plastic waste by introducing environmentally acceptable packaging

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

As it is a for profit business, it aims to be sustaining itself . However, to expand coverage and involvement, it is planned to get grants and private contributions on board in the coming 3 years.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

There are travel agencies promoting the village tourism or providing lunches in the houses of villagers. In the capital, Yerevan, there are several cafes, which are positioning themselves having organic food and being generally eco-friendly. However, there are no projects targeting the urban women over 50 to be involved in the process as well no competition in the market of picnics/bus lunches with home-made food.

Founding Story

When work takes up most of your time, it's your diet that most often suffers, you start to rely on fast food, forgetting the value of a well cooked home meal,this by no means infrequent conversation among family is what brought one evening the realization for the need of an alternative to fast food in Armenia, the home-made food, made by parents, who have years of experience, care about the quality of products, often bought from small farmers and wrapped in traditional Armenian way and packaged in paper to reduce the environmental foot-print.


Marina Saryan is the organizer and trainer, and works on a volunteer basis. She has large experience in project management, and has a strong background in tourism and sustainable community development.
About You
About You
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Last Name


About Your Project
Organization Name
How long has your organization been operating?

Organization Country

, Yerevan

Country where this project is creating social impact
What awards or honors has the project received?
Funding: How is your project financial supported?

Friends and family, Foundations, Businesses, Customers, Other.


Improving Nutrition, Waste and Packaging, Opportunities for Women, Inclusive Business, Smallholder Farmers.

Audience: Who have you identified as your customer/recipient groups and do these groups value your solution for different reasons? How do you engage different customer/recipient groups to deliver your solution?

Target audience splits in several categories, we are successfully co-operating with local businesses to provide traditional, organic grown, food to travelers allowing them to appreciate something different from the classic restaurant experience, response has been overwhelmingly positive and helped us expand till now on word of mouth alone.
We are providing to local population who are aware of the benefits of traditional diet a healthier alternative to fast food and provide information to raise awareness.

Scaling the solution: How would the prize money and publicity help you to achieve your objectives over the next two years?

Both prize and publicity would accelerate the growth of our project by bringing additional awareness to the general public on the benefits of local organic food, as well as allowing us to provide incentives and training to small hold farmers to continue on organic produce, pursue certification as organic food provider, as well as to bring on board more stakeholders as our market share grows

Experience: Please provide examples of any previous entrepreneurial initiatives you have pioneered
Are you are eligible to attend the Accelerator event in Cambridge and subsequent events in London, UK in January, 2015?


Will you require a visa to enter the UK?


Are you are a current Unilever employee?