A 9-hectare greenhouse in western Georgia, once focused solely on tomatoes, has undergone a full transformation into a year-round hydroponic strawberry operation. Rebranded as Barrylux, the site is now a flagship example of geothermal-powered, substrate-based berry production in the region.
"This is just the beginning," says Nana Pipia, agronomist and operational lead. "Last year was a test. Now we know it works—we're scaling up and making everything more professional. Georgia can grow world-class strawberries, and I guarantee that."
Nana Pipia, agronomist and operational lead, showing the strawberry plantation in Zugdidi
From tomatoes to strawberries
The greenhouse complex was built 15 years ago, and until last year, tomatoes were grown there. "We saw the demand for strawberries—especially in winter—and the quality we achieved in our trials was even better than expected," Nana explains. The first strawberry crops were planted on 1 hectare as a pilot project, with the full conversion of all 9 hectares scheduled by 2026. The company will rebrand to Barrylux to reflect the changes.
Nana emphasizes the importance of precise environmental control. "We're not just growing strawberries—we're engineering the perfect conditions. It's hydroponic, it's substrate, and it's climate-controlled."
Geothermal innovation
The entire heating system runs on geothermal energy from three wells originally drilled for oil at a depth of 1,900 meters. The water passes with a temperature between 83ºC and 94ºC and at a speed of 50 m3 per hour through Dutch-built heat exchangers for greenhouse heating.
Dutch-built heat exchangers for greenhouse heating
With 2 million m³ of geothermal water licensed annually and no need for supplemental gas or light, Barrylux is one of the only operations in the region running fully on renewable heat. Additionally, the costs are only a percentage of what other heating costs would be.
The production cycle of the Sensation strawberries ended in May
Varieties, planting strategy, and results
Currently, the farm grows the Sensation variety, imported from Italy. It's a spring-bearing type harvested March to May, with a 3-month production cycle before replacement. Nana is also trialing other varieties, which she says "are more suitable for longer transport, and I think they will open the door to Tbilisi and even export."
Vapor from the discharged geothermal water
Production is hydroponic and soil-free, with cocopeat substrate in pots. After testing pot height and microclimate variations, Nana found that "putting the pots higher gives better humidity and fewer diseases. It's simple, but it makes a big difference."
She adds with a smile, "And I'm even trying music for the plants. Let's see what the strawberries think of that."
Future market
With full production expected in winter 2025–2026, Barrylux anticipates significant volumes year-round. "Right now we sell locally for 12 GEL (€3,85) per kilo," Nana notes. "The cost is about 3 GEL (€0,95), so there is room to grow. But honestly, we will need to export. Georgia alone can't eat all of these strawberries." Export plans are already being discussed, with interest from Gulf countries and neighboring markets.
A 9-hectare greenhouse in western Georgia, once focused solely on tomatoes, has undergone a full transformation into a year-round hydroponic strawberry operation.
Local propagation
All current planting material is sourced from Italy, but Barrylux is building its own propagation program. "We have a lab now, and we're preparing a nursery," says Nana. "The goal is independence—so we don't wait for Europe or depend on outside sources every time."
In the meantime, the next strawberry planting begins in August, when more greenhouses will be operational.
For more information:
Nana Pipia
Barrylux
13 Saint George Street
2100 Zugdidi (Georgia)
Tel.: +955 577 080810
[email protected]
Equipment for controlling precision cultivation in the greenhouse
