Time to meet Sofia and Giorgos, who created “Filema tis Lelas” to treat us to delicious Greek delicacies…
Tell us a little about yourself. How did you start? What inspired you to work with food?
Spoon sweets and jams hold a special place in the life of every Greek family. The grandmother is responsible for teaching her daughter the secrets of each of her recipes, who in turn passes them on to the next generation.
In our home, I remember when the apricots would turn golden on the tree, my grandmother would open the cupboard and take out jars of all kinds to fill the house with flavors and aromas. Our favorite part as children was when we were given a stone to crack open the apricot pits to use the kernels for homemade bitter almond liqueur, which was served to guests.
Over the years, my mother Lela, with her love and passion for making all these homemade, quality traditional products, would bring them to the restaurant my husband Giorgos and I owned, so that our customers could enjoy them too.
Always creatively restless, and with the experience we had, we decided to leave behind our successful path as restaurant owners and take on something missing in the wider area of Kiato.
We founded our workshop under the name “Filema tis Lelas,” and with love and respect for tradition, we continue doing what we learned from the generations before us.
Tell us about your brand. What does it represent? Why did you create it?
Without a second thought, we named it after my mother, “Lela.” It’s not a common name and, in relation to our work, it brings to mind a kitchen full of pots and evokes memories in the consumer.
We also owe her a lot—she taught us the secrets of the craft. And as a traditional Greek family with three sons, since her name wouldn’t be carried on, we “baptized” the business to show our love and respect for her.
How did you start? What challenges did you face?
It was truly a difficult and bold decision. At the heart of the financial crisis in 2012, we decided to close our restaurant and dive into the world of production and trade.
We experienced firsthand the complete lack of support from state mechanisms and the overwhelming bureaucracy. Not a single official was knowledgeable enough to guide us correctly. Thankfully, we were lucky to find some other producers who helped and guided us through this new beginning—and we are grateful to them.
Tell us about your products. What makes them different?
All of our products are handmade, with no preservatives or artificial coloring, and we follow a certified hygiene and safety management system according to ISO 22000:2005 – HACCP.
From the start, we were aware that this market is highly competitive, so we knew we had to maintain excellent quality at an affordable price. After all, in today’s world, the goal is not to get rich in your wallet but in your soul.
Tell us about your raw materials
We don’t compromise on raw materials. They must be of the highest quality and come with all the necessary certifications from the producer.
After all, our young sons—the ultimate taste testers—are excellent judges!
Are there any products you particularly love?
It’s hard to choose a favorite—each product has its own flavor, its own aroma, its own story. They’re all made with care and love.
However, what people are seeking today are sugar-free products—healthier and lower in calories. So, after seeing success abroad, we’ll soon be launching our 100% fruit line for the local market as well.
Give us some serving suggestions or ideas for using your products
Beyond the classic uses, we suggest pairing our jams in gourmet dishes: grilled chicken fillet with fig jam, green salad with sunflower seeds and vanilla-ouzo jam, pork with pieces of bergamot spoon sweet, cheesecake with forest fruit jam, wholegrain baguette with anthotyro cheese and pomegranate-orange chutney, puff pastry with apple-raisin-cinnamon jam… and of course, anything else your imagination can create.
Can Greek producers make a difference during the crisis?
Of course, Greek producers can turn things around—if they believe in it. We live in a blessed land that some want to destroy.
Let’s make a difference by staying united!
What difficulties do Greek producers face today?
The state is the real problem. The crushing taxes, bureaucracy, and the entire mechanism prevent Greek producers from growing and evolving.
Why did you choose to participate in and support the Wise Greece Initiative?
We’ve always been sensitive to the needs of others. When we heard about Wise Greece and its mission, we wanted to support it wholeheartedly.
It’s an Initiative that was missing from our country, especially since we are a people who care deeply for one another. After all, someone helped us too when we needed it—and now it’s everyone’s duty to help so we can rise above the situation.
