Gocha lives in Manavi, one of the most beautiful villages in Kakheti. He is a buffalo farmer and takes great pride in his work. This is a job that allows him a lot of time to think, as he wanders through the amber fields with his herd. He thinks about the world around him, his family, the environment, and the people waiting for his produce.

He is a clean-hearted man, and a clean heart is a free heart. Gocha wants the best for his customers, and that is reflected in his product. He swore he would never take shortcuts, such as watering down the milk because he values his customers highly. He sells his buffalo Matsoni both in the village and in the capital city, Tbilisi.