Exporting Excellence: Showcasing Greece’s Extraordinary Products
By Alexandra Loli, PhD | Business Partners, Mar-Apr 2024

For over seven decades, our family-owned business has been a cornerstone of Greek cheese craftsmanship, rooted in tradition and driven by innovation. The company was established in 1952 by my mother’s brothers, and I later assumed the role of Chairman and CEO, steering it toward new horizons in the world of dairy products.

The appeal of Greek products in the US market lies in their authenticity and natural quality

Specializing in feta and other select PDO cheeses, we have made our mark in the United States under the brands Roussas Dairy and Mount Vikos. Our journey into international markets began in 1994, with a focus on Europe, particularly Germany. However, it was our foray into the US market, starting with our participation in the 1997 Fancy Food Show in New York, that truly solidified our presence across the Atlantic.

The appeal of Greek products in the US market lies in their authenticity and natural quality, which resonate strongly with consumers, particularly expatriates. Despite some initial challenges with certifications, our commitment to quality and tradition has propelled us forward. From meticulous production processes to overcoming logistical hurdles, every step education, collaboration, and a commitment to quality, we aim to elevate Greek wine to its rightful place on the global stage, enticing foreign buyers to experience the richness of our land and the passion of our craft.

Nestled in the picturesque Amyntaio region of Florina, northwestern Greece, Alpha Estate stands as a testament to the vision and expertise of its founders, Makis Mavridis and Angelos Iatridis. Established in 1997, the estate has become synonymous with quality and innovation in the world of wine.

Our goal remains clear: to showcase the beauty and excellence of Greek wine to the world

With a steadfast commitment to primary production capital and viticulture, Alpha Estate boasts 545 acres of pristine vineyards. Embracing cutting edge technology and sustainable practices, we strive for optimal vineyard management tailored to our unique climate and soil conditions.

Thanks to the estate’s location in one of Greece’s coolest and highest elevation regions, our wines benefit from the perfect balance of climate and terroir. This advantage, coupled with our renowned brand name, has propelled us to export to 52 countries worldwide.

A significant milestone came in 2023 when United Airlines selected our wines for their business class and lounges, amplifying our visibility and igniting interest in our products in the United States. With climate change reshaping the wine industry, there is a newfound appreciation for wines from regions such as ours. And focusing on the East Coast and Midwest, we see immense potential in the US market.

With climate change reshaping the wine industry, there is a newfound appreciation for wines from regions such as ours

As we navigate the complexities of international markets, our goal remains clear: to showcase the beauty and excellence of Greek wine to the world. Organizations such as the American-Hellenic Chamber of Commerce serve as invaluable resources, connecting us with opportunities and facilitating partnerships to further our reach and impact. Through education, collaboration, and a commitment to quality, we aim to elevate Greek wine to its rightful place on the global stage, enticing foreign buyers to experience the richness of our land and the passion of our craft.

Born on the island of Tinos in the picturesque Cyclades archipelago and named after the Greek word for “island,” Nissos Brewery epitomizes the spirit of the Aegean. Established in 2012, amid the tumult of the Greek economic crisis, our brewery emerged as a beacon of resilience and creativity. Instead of deterring us, the crisis ignited our passion to craft beers that embody the essence of Greek and Mediterranean gastronomy. And so, with a commitment to delivering exceptional sensory experiences, consistent quality, and high antioxidant capacity, we embarked on a mission to redefine the beer landscape.

We aspire to pioneer a movement toward healthier, more sustainable, and socially responsible brewing practices

Our vision extends beyond brewing exceptional beers; we aspire to pioneer a movement towards healthier, more sustainable, and socially responsible brewing practices. Armed with FDA approval and a slew of international awards, including 25 prestigious accolades, Nissos Brewery stands as a testament to world class quality and innovation.

As we set our sights on the US market, and the premium imported beers segment in particular, we recognize its allure not only for its size but also for its vibrant Greek community. While Greek cuisine has made strides in global recognition, Greek beer remains relatively unexplored. With the support of organizations such as the American-Hellenic Chamber of Commerce, we aim to change this narrative, networking with key players and elevating the perception of Greek beer on the world stage.

In a world where perception shapes reality, Nissos Brewery is poised to challenge stereotypes and carve a niche for Greek beer in the global market. With determination, innovation, and a dash of Greek spirit, we are ready to conquer new horizons and introduce the world to the unparalleled taste of Nissos beer.

My journey into the world of organic products began with a background in agricultural studies. Through academic pursuits and international experiences, I embarked on a path that would ultimately lead me back to my homeland, Greece. Returning home, I faced the challenge of introducing eight different species of organic products in Chios. With the guidance of supportive colleagues in Halkidiki and Naxos and the expertise of industry leaders such as Eleni Maloupa and Ioannis Mandalas, I navigated the intricacies of cultivation, processing, and sales. Armed with organic certifications and a commitment to quality, my team and I began distributing products across Greece and beyond.

Our foray into international markets was met with enthusiasm, propelling us to expand our presence across seven countries in Europe and even venture into Dubai. When we expanded across the Atlantic, US consumers, particularly the Greek diaspora, embraced our organic Greek products. The continuous positive feedback from our customers fuels our determination to innovate and excel in the organic sector.

We will continue to cultivate success and share the wealth of Greek agriculture with the world

On a journey such as mine, organizations such as the American-Hellenic Chamber of Commerce can play a pivotal role, offering invaluable support in networking and navigating regulatory landscapes, including FDA requirements.

The continuous positive feedback from our customers fuels our determination to innovate and excel in the organic sector

Looking ahead, my vision is to develop new products that showcase the unique flavors of Chios mandarins and mastic. With the continued support of our partners and the guidance of organizations such as the Chamber, I am confident that we will continue to cultivate success and share the wealth of Greek agriculture with the world. In 2023, after being named Young Farmer of the Year by the Panhellenic Association of Young Farmers (PENA), I represented Greece at the European level and was awarded the European Young Farmers Prize at a ceremony that took place at the European Parliament in Brussels. As a proud recipient of the European Young Farmer of the Year 2023 award, I am driven to further elevate our offerings.

As a major pillar of Greece’s economy, and the second largest employer in the country, the agrifood sector actively contributes to the country’s international trade, boasting Greece’s most dynamic export products, among which are vegetables, oils, processed fruits, and dairy.

The US has developed into an attractive market, particularly for Greek specialty foods, a good example being quality Greek wines. Agrifood companies have been steadily increasing their export performance, building longterm relations with US buyers and investing in high quality, branded products.

The US has developed into an attractive market, particularly for Greek specialty

To further develop their potential, Greek businesses need to maintain or even increase production capacity and quality, responding to challenges such as climate-related fluctuations in raw materials, the shortage of manual workers, and the lack of specialized technical personnel. Moreover, businesses need to invest in sustainable practices and technology, aligning with global efforts in mitigating the climate crisis as well as with international regulations and consumer trends. Most importantly, Greek agrifood companies need to create synergies to overcome their small-size disadvantage. Cooperative schemes may also play a crucial role in developing a competitive edge, thus, the incorporation of a new exporting company by the National Association of Agricultural Cooperatives is seen as a positive development.

Greek agrifood exports start in Greece, with authentic, high quality food experiences offered to the millions of visitors who come to the country each year. However, developing sustainable partnerships between local food producers and tourism businesses still remains challenging.

Businesses need to invest in sustainable practices and technology

Acknowledging the importance of exports to the sustainability of the sector, New Agriculture New Generation has been investing in building capacity within small agrifood businesses, through its flagship Agrifood Exports 360° initiative. This specialized program, which is supported by AmCham Greece, is aimed at business owners and exports professionals and familiarizes participants with the conditions and requirements of international markets, especially the US.

 

* New Agriculture New Generation was established in 2018 through an initiative and founding grant from the Stavros Niarchos Foundation.

In a world where every creation tells a story, I stand proudly as a Greek artist and jewelry maker, weaving tales of sustainability, artistry, and individuality. My brand, Vassilis Moralis, stands for wearable art that speaks volumes about personal expression. My journey is one of dedication to craftsmanship and environmental consciousness. As a maximalist creator, I revel in the challenge of working with materials that not only captivate the eye but also tread lightly on our planet. This ethos led me to aluminum, a material that allows me to translate my artistic vision into jewelry that is not only beautiful but also eco-friendly.

At a recent jewelry fair in Athens, I proudly showcased my creations, standing out as the only exhibitor presenting aluminum jewelry. It was a moment of validation, affirming that my choice of material was not just unique but also resonant with those seeking pieces that defy convention.

Breaking into the us market requires more than just creativity—it demands strategic partnerships and outreach

While my presence in Europe is steadily growing, I see vast opportunities across the Atlantic. The US beckons with its diverse audience and thriving market. Yet, breaking into this space requires more than just creativity—it demands strategic partnerships and outreach. This is where the American-Hellenic Chamber of Commerce steps in, offering invaluable support in navigating the complexities of international trade and promotion.

I see vast opportunities across the Atlantic; the US beckons with its diverse audience and thriving market

Looking forward, I envision my collections adorning shelves in stores across the US, bridging cultures and sparking conversations about sustainability and art. But beyond commercial success, my mission transcends borders. I advocate for inclusivity and openness, believing that creativity knows no bounds and that we, as creators, are citizens of the world.

Rooted in the rich tapestry of Greek heritage, my designs reflect a fusion of tradition and modernity. They are not just accessories; they are reflections of the Greek spirit, reimagined for today’s global audience.

Rooted in the heart of Kalamata, in the Messinia region of the Peloponnese, Agrovim began its journey as A. Gyfteas S.A. in 1964 before evolving into its present form thirty years later, in 1994. From its inception, the company has always been synonymous with premium olive oil production, leveraging strategic investments to enhance productivity, expand its product portfolio, and maintain its commitment to quality and tradition.

There is a glaring opportunity for Greek producers to claim their rightful share in one of the world’s largest olive oil markets

With a focus on olive oil, olives, and figs, sourced primarily from the Kalamata region, Agrovim has cultivated a reputation for excellence both domestically and internationally. Through partnerships with importers and distributors, the company has established a strong presence in the US market, catering to a diverse clientele beyond the Hellenic diaspora.

In the vast landscape of worldwide olive oil production, with millions of tons of olives harvested annually, the United States stands out as a colossal importer, absorbing a remarkable 10% of the global three-million-ton yearly output. Yet, amid such staggering demand, Greek olive oil claims a mere fraction, contributing less than 5% to the US imports. This discrepancy underscores a glaring opportunity for Greek producers to claim their rightful share in one of the world’s largest olive oil markets. Despite Greece’s rich heritage and unparalleled expertise in olive cultivation, the current rate of penetration into the US market remains dishearteningly low.

Agrovim is poised to seize its rightful share of this market through strategic initiatives and partnerships. The American-Hellenic Chamber of Commerce, with its esteemed reputation, serves as a vital conduit, connecting Greek exporters with reputable importers, distributors, and even supermarkets, while promoting the country’s rich culinary heritage and commitment to quality.

The United States stands out as a colossal importer

As we look to the future, Agrovim remains steadfast in its dedication to elevating Greek olive excellence on the global stage. With a focus on innovation, sustainability, and collaboration, we are confident in our ability to expand our footprint and share the rich flavors of Greece with the world, one bottle at a time.

Since its inception in 1947, Melissa-Kikizas has been a name synonymous with quality, tradition, and innovation. Today, under the leadership of Alexandros Kikizas, the third generation of the family, our company continues to push boundaries, embracing new challenges and opportunities in the ever-evolving food industry.

We have embarked on a journey of innovation, introducing products that showcase the wealth of Greek culinary heritage

At the heart of our philosophy lies a deep commitment to primary production. We understand that the key to exceptional pasta and olive oil lies in the quality of the raw materials. This dedication has propelled us to differentiate ourselves from the competition, challenging the perception that pasta is solely an Italian affair.

In the past five years, we have embarked on a journey of innovation, introducing products that showcase the wealth of Greek culinary heritage. From our own mill to our state-of-the-art factory in Larissa, we ensure that every step of the production process meets the highest standards of quality and integrity. Our partnership with retail giant Walmart stands as a testament to our dedication to excellence, with an annual supply of 10,000 tons of pasta—a project that has grown into a monumental success. We are proud to offer a range of enriched wheat and wholewheat products across the United States, catering to the diverse tastes and preferences of consumers.

This collaboration has not only opened doors for us in the US market but has also served as a springboard for our global expansion. Our vision is clear: to share Greece’s extraordinary food and culture with the world, one strand of pasta and drop of olive oil at a time.

Dedication has propelled us to differentiate ourselves from the competition, challenging the perception that pasta is solely an Italian affair

As we look to the future, we recognize the importance of strategic partnerships and research collaborations. Working closely with institutions such as universities and industry bodies such as the American-Hellenic Chamber of Commerce, we aim to strengthen our position in olive oil production and market research. With exports reaching 70 million euros and a significant drive towards the US market, we are poised for even greater success on the global stage.