Feta: Our National Cheese, Our International Passport

1. Feta: Our National Cheese, Our International Passport

2. What Is Greece?

5. Feta Is Greek 1) It is documented by scientific references 2) In the dictionaries, the word “Feta” is translated as “Greek cheese from sheep and goat milk”. 3) Foreign companies indirectly admit the Greek origin of Feta as they choose brand names & packaging elements that evoke memories of Greece

6. The Feta Cheese Imitation Products

7. Greek names, symbols and pictures have been used in Feta’s imitationproducts’ packaging

8. Reasons For Feta’s Popularity : • Distinct flavour, taste and texture, • Feta can be added in a salad in significant amounts due to its soft, creamy to crumbly texture. • It is a food of a high nutritional value. Excellent source of calcium, vitamins, a good source of protein, phosphorus and zinc. • Consumer increasing trend and preference for ethnic cuisine, such as the Greek cuisine.

9. Feta’s Potential In International Markets • In the E.U. market the consumption of Feta per capita is not significant, consumers can not compare and evaluate products, product distribution is restricted, product visibility is limited, marketing budgets are not at a competitive level and the markets are flooded with low price and low quality products. • Many cheeses that imitate Feta use Greek names, and illustrations that present images of Greece. • The Greek production of Feta cannot cope with a sudden increase in demand. Only 20.000 to 25.000 tons available for exports.

10. What Must We Do Then? • Support actions that contribute to the improvement of the quality, the promotion of Feta’s unique characteristics and the increase of the average price. • It is imperative to continue supporting and protecting Feta in the E.U and other International markets.

11. Prerequisites For The Development Of The Feta Market 1.All stakeholders must be conscious of their critical role and responsibilities. It is to their long term benefit to operate under a framework of principles and responsibilities. 2. The E.U. Court’s 2005 decision that has nominated Feta as a P.D.O cheese could be annulled if the rules are not followed. For this reason, it is the responsibility of all of us to comply with the legislation.

12. Prerequisites For The Development Of The Feta Market 3. Must continue efforts to support and protect Feta in the E.U and other International Markets 4. Central coordination of all related activities. 5. Achieve desired level of market availability and visibility via big distribution networks and big retailers 6. Consumer preference is the driving power in the market. Use “Above the Line” and “Below the Line“ activities to promote Feta as a P.D.O cheese.

13. Thank You !