“If you lead a fast-paced life and begin your workday early in a high-pressure environment without time for breakfast, but still want to maintain your health, consider incorporating muesli into your routine,” recommends Magda Karapetyan, the founder and director of “Mornin” LLC.

And if you like Armenian dried fruits and nuts, you’ll be pleasantly surprised by the variety of local muesli types and muesli bars offered by the “Mornin” brand.

Nutritionists assure that regular consumption of muesli can positively impact metabolism, improving skin and hair health, and also aiding in weight management.

   

But how did a young woman in a leadership role in the banking sector decide to venture into muesli production? In our conversation with Magda, we uncovered a number of pleasant insights on this and other topics.

It turns out that for the multi-tasking economist Magda Karapetyan, muesli had long been an ideal breakfast, as it is “not only quick to prepare but also delicious, natural, and healthy.” She would often think, “Instead of importing products created by others, why not have a muesli that uses locally-sourced, sun-kissed ingredients?”

After touring Europe and trying various muesli types, Magda Karapetyan embarked on producing muesli locally. In 2021, in the village of Dashtavan of Ararat marz, she founded Armenia’s first muesli-producing company, “Mornin” LLC, which manufactures muesli using local ingredients without sugar or any artificial additives.

With the help of the AGRI CAMP Program funded by USAID, the company acquired a production line and packaging machine, allowing it to automate mechanical tasks, making muesli bar packaging more reliable and efficient. Production volumes of muesli bars significantly increased, along with the shelf life of the products, as a result. Today, the company produces over ten flavors of bars. Moreover, the new machinery has enabled the company to accept custom orders for packaging other brands’ bars.

With the company’s improvement, some community residents were given the opportunity to earn a stable income, and Armenia’s market was enriched with a new line of healthy food products with an attractive packaging.

The company develops purpose-specific recipes using only Armenian dried fruits such as plums, apricots, apples, and peaches. “Mornin” products stand out with internationally compliant branding and high-quality packaging. Visitors to events like PanArmenian 2023, ArmProd Expo 2023, and “Wine and More: Business Market 2024” had the opportunity to see this firsthand. At these national exhibitions, the company was represented under the AGRI CAMP/USAID pavilion.

Today, “Mornin” products are already available in Armenian supermarkets, pharmacy chains, cafes, and large corporations that aim to provide a healthy, positive work environment.

The continually improving production processes have enabled “Mornin” LLC to participate in international exhibitions, including Gulfood 2024 in Dubai and the recent SIAL in Paris.

In the future, “Mornin” LLC plans to produce uniquely designed and flavored teas, plant-based milks, and yogurts, as well as to create a network of “healthy” cafes. Additionally, there is another goal: to establish their own fruit drying facilities, which would significantly reduce production costs.

The success of this company is largely attributed to Magda’s personal qualities: her genuine and unwavering desire to be helpful to others and her continuous drive for improvement.

When we asked Magda Karapetyan the secret to her success, she replied, “John D. Rockefeller believed that enthusiasm is the key to success. Such an approach to work and life helps to see opportunities, overcome difficulties, and achieve goals.”

Well, hats off! The AGRI CAMP Program consistently supports enthusiastic women entrepreneurs who are eager to make impactful changes, expand the production of Armenian goods, and present them to both local and international consumers with exceptional quality.