ALBANIA: EXPORTING POTENTIAL FOR GREEK FOOD

Interview

Marios Belibassakis

What would you say is the greatest asset of Greek f&b products in the Albanian market?

The majority of Albanians are familiar with Greek gastronomy since many of them have either lived in Greece, or have relatives and friends who live there, or visit Greece frequently. That provides a competitive advantage for our products. Albanian cuisine is Mediterranean cuisine, with elements that most people recognize from familiar Greek foods. Albanian consumers associate Greek foods with high quality standards, and the recent shift towards organic, natural ingredients provides a field where Greek products have greater added value.

Please share some targeted actions taken to improve the position of Greek f&b products and enhance exports.

Generic actions would have to comprise quantitative/qualitative market study on segments and products, positive promotion of Greek brands and guidance for Greek brand importers to market and position correctly the specific products. For a company or brand aiming to enter and do business in Albania, I would advise 2 things as sine qua non: i. A rigorous analysis of the local market as well as the specific segment or segments of interest. ii. Onboarding from the get-go a local partner with a strong network in Albania and thorough knowledge of market conditions and doing business on the ground: the most important 'players' of Greek food in Albania of a Greek origin are Albanian citizens.

Food companies work solely through agents or

DESPITE ITS SIZE, THE ALBANIAN MARKET IS OPEN TO PRODUCTS FROM AROUND THE WORLD

local distributors. Companies seeking to enter the market can find a considerable number of merchants, agents, intermediaries, wholesalers, and retailers in Albania. Most distribution channels are in place and several large retailers have entered the Albanian market in recent years. The primary distribution centers are in Tirana and Durres (both cities house close to 40% of the nation’s population).

Which Greek products have the greatest potential, and how could their dynamics improve?

When Albanians vacation in Greece, they like the cuisine as a whole. Therefore, products have to be related the whole experience. Greek food products are innovative (product and packaging wise). Many companies in the food sector achieved significant market shares abroad by leveraging the combination of traditional Greek ingredients and innovative marketing and packaging. As the economic situation in Albania improves, the domestic disposable income is on the rise, boosting consumption and especially increasing sales in the mid-to-upper segments.