Foraging for Flavor Greek Herbs/Bean Cuisine / Spa ... - Kerasma

LETTER FROM THE CEO OF HEPO
A year and a half has passed since we at HEPO initiated the “Kerasma” campaign
and in that time Greek food and beverage exports have increased more than 42%,
to _2.93 billion between 2004 and 2006.
The success of the Kerasma campaign is unquestionably linked to the increase in
food and beverage exports and we here at HEPO are proud.
Since it began, “Kerasma” has been at the heart of some of our most successful
activities in the international market. With Kerasma as our vehicle, we've forged
new business partnerships by opening up new markets and upgrading the image of
Greek products in existing markets.
Beyond such tangible achievements, though, Kerasma means something else to us
here at HEPO. Kerasma's success has shown us that our strategy is the right one,
our direction correct.
Greek exports have been on such a positive course, evinced by the biggest growth
rate in years,that now we are thinking ahead to how we'll achieve an even bigger
increase and intensify our presence abroad.
We face a few challenges: how to attract the interest of businesses and food and
wine professionals abroad, and how to broaden and systematize our interaction
with reliable distribution networks in target markets.
We here at HEPO believe that only through a continuation and strengthening of
activities that illustrate all the unique characteristics of Greek food and beverages,
will we be able to sustain and augment our successes abroad:
• By identifying Greek food and beverages with Greek- Mediterranean nutrition, a
model that is now an internationally acknowledged vehicle for balance, health,
well-being, and longevity
• By incorporating food with the entire Greek culture, the Greek way of living
• Through original, qualitative ways of presentation and marketing
Food and beverages are indelibly linked to quality of life, which is an indisputable
ingredient in the commercial success of culinary products. With that in mind, we
have created a new communications tool-a slogan--that will support all our activities,
embrace our products, and incorporate and boost the notion of offering, of
Kerasma. We have a great lifestyle, a great table, a great vineyard here in Greece,
and our new slogan relays that with immediacy and precision:
From us here at HEPO to you around the world, enjoy our Great Greek style of
Eating, Drinking, Living.
Panagiotis Drossos
CEO, HEPO
5 GREEKGOURMETRAVELER