This case study focuses on Begeli Ltd, a Georgian commercial company, which sells and promotes local organic products and its founder, the Fruit and Vegetable Ltd and Biological Farming Association Elkana, a Georgian non-governmental organization. Begeli serves as a direct marketing and distribution channel for Elkana members, helping them gain access to markets, get involved in more efficient supply chains, obtain knowledge of organic production and to enhance their revenue potential. The report describes the local background and context, the business model, market constraints and strategies, its relationships, achievements and challenges. and it gives a future outlook.