Cream of the crop Minerva

CREAM OF THE CROP

Minerva is one of Greece’s great success stories and many of its edible oil and dairy food products are European brand leaders. Philip Yorke spoke to operations manager, Mr Apostolos Kirikos, about this customer-oriented company that has continued to invest throughout the recent difficult trading period and has grown its product portfolio as well as its market share.

Minerva entered the Greek olive oil market back in the early 1900s and has since grown to become one of the largest and most successful speciality brands in the European food market. This remarkable success is in no small part owing to its customer-focused approach, with a dedication to meeting the precise needs of clients wherever they are.

A programme of continuous investment has allowed Minerva to constantly broaden its product portfolio with the objective of meeting the nutritional needs of the modern day consumer. Most significantly, it recently completed the strategic acquisition of the country’s leading vinegar brand, along with its manufacturing facilities and employees. As a result, Minerva can now offer one of the finest balsamic vinegars on the market.

Minerva is also renowned for the high quality of its olive oils and cheeses, while its margarines and butters are based upon traditional Greek recipes and tastes that support the values of a healthy Mediterranean diet. The strategic partnerships that the company enjoys in the field of functional food, such as cholesterol lowering dairy products and its entry into the organic food market, place Minerva among the top food companies in Greece.

The company’s on-going investment in new, innovative products and its commitment to protecting the environment sets the benchmark for others in the field. Today Minerva operates three state-ofthe-art factories in Greece and has its own milk collection zone.

New products driving sales

Minerva sees itself as more of food production company than an edible oils business. New products are being launched all the time in both its Greek and export markets. In addition to the abovementioned acquisition of the country’s leading vinegar brand, some of the more recent new product successes include its ‘TOP’ range of Balsamic Glazes, one with Pomegranate and Vanilla and another one with honey and lemon; and Benecol Max, which maximises the efficiency of the stanols used in the cholesterol lowering process.

In tandem with one of its business partners, PZ Cussons, Minerva keeps investing in the local economy and its people, despite the challenging financial environment. As testament to its on-going investment programme, the company plans to launch new ranges of products in the months ahead.

Minerva’s exports are also growing year-on-year as a result of its ability to deliver market specific products with the relevant premium packaging designed to meet its customers’ needs and those of the local culinary culture. Minerva has also been moving increasingly into products that promote a healthy diet and lifestyle. In April 2011, inspired by Greek nutritional habits, Minerva Benecol Lefko was created, which is a unique cheese product, made from 100 per cent Greek sheep & goats milk that helps to reduce cholesterol.

Minerva’s Benecol range of products reduce high levels of LDL Cholestrol by up to 10 per cent in just 2–3 weeks thanks to the plant stanol esters they contain. Today over 70 clinical studies have proven the effectiveness of plant stanols in reducing cholesterol.

Growing export drive

Minerva has exported its products worldwide since 1950 and to all five continents. They are distributed through an extensive international distribution network, which in turn provides the consumer with an opportunity to get to know the real taste and quality of Greek food products. Today Minerva is present in all the world markets of its choice, however it is still looking to expand its distribution network and to increase the sales of its products to its existing export markets.

Minerva has created a ‘basket’ of Greek traditional products that include all the basic ingredients of the Mediterranean kitchen, with the aim to make the Minerva brand the ambassador of quality of Greek food products .The unique combination of Greece’s climate, sea and sun, as well as the technology involved in the production of high-purity Minerva products, guarantees the authenticity and of this global brand.

Enhancing the Minerva brand, the company has acted as the pioneer when it comes to the development of sustainable food manufacturing in Greece. Conscious of the importance that sustainability has to evolution, Minerva actively participates in the global initiative for sustainable development. Continuing to look ahead, the company is producing its Horio Sustainable Extra Virgin Oil using the best agricultural practices of the day, to protect the environment through water optimisation and minimal use of pesticides.

New generation facilities

Minerva has created an investment programme that fulfills its long-held vision of becoming one of the most advanced and efficient state-ofthe-art food production facilities in Europe. Following its investments, its factories in Greece set new standards in high-tech production methods, whilst at the same time respecting the needs for sustainable production methods and protection of the environment.

This new generation of Minerva factories continues to be upgraded with further investments in new technology in order to cater for the growing demands placed upon it by the launch of the latest innovative Minerva products.

Despite the economic slowdown in Europe the company has installed a brand new line for its margarine and butter bricks with alu-foil wrapup as well as another new line for sleeving round glass bottles. At its Ioannina factory it has made a significant investment in a new packaging lines for cheese, as well as investing in advanced, energy-saving equipment for more efficient plant operations. Finally, at Minerva’s vinegar factory at Piraeus a new mixing tank was installed to enhance glazes production, which is one of the key products driving growth. n

For further details of Minerva’s innovative food products visit: www.minerva.com.gr