Two young people are working with organic herbs, capturing the aroma of Greece in colorful, eye-catching packaging. Let’s get to know Dimitris and Pavlos and their wonderful herbs in 10 questions.
Tell us a few things about yourselves. How did you start? What inspired you to work in the food sector?
At Adam Village, we believe in the added value of entrepreneurship through innovation. Our generation doesn’t have the luxury of waiting for public funding—we are “destined” to take risks. So we decided to invest the knowledge from our studies (economics, business management, new technologies) into creating a company focused on processing and marketing Greek organic foods. Our first line was Adam Village Herbs, specializing in the packaging and marketing of herbs.
The idea was born in the fragrant gardens of our grandmothers’ homes. We conducted research, consulted experts, studied the international market as much as possible, and tested an initial business plan. Over time, the idea evolved into a business goal.
Tell us about the brand. What does it represent? Why did you create it?
“Adam Village Herbs” is named after the village of Adam, located just outside Thessaloniki. It was there, in a familiar garden among lemon verbena and lemon balm, that the first idea took shape. We thought that the village’s name could work well in foreign markets, evoking the image of gardens with a sense of ancient purity—while also reminding us of our own beginnings. When we decided to approach this venture professionally, we made a personal commitment to collect only the purest, freshest, and cleanest treasures the Greek land has to offer—meaning our mountains and meadows.
How did you start? What challenges did you face?
Although “decision-making Greece” seems to be gradually recognizing the value of Greek herbs, almost nothing has been done to create the synergies needed for scaled-up production and a consistent Greek presence of packaged products in foreign markets. And, of course, there are growing financial obligations not after the first sale, but long before the first euro comes in…
Tell us about your products. What makes them different?
At Adam Village, our greatest strength lies in the quality of our products, which go through thorough quality control, as well as in the packaging. We pay close attention to aesthetics, ensure our labels are multilingual, and include detailed information on both the traditional uses and scientifically proven benefits of each herb. We dare say that, quite quickly, we found our products on the shelves of demanding stores abroad—mainly in various European countries.
Tell us about your raw materials.
Our herbs are selected with great care from small organic farms that carry all the necessary certifications. We started with oregano, rosemary, sage, thyme, lemon verbena, and the unique mountain tea. Today, our range includes linden (tilia), lemon balm, bay leaves, nettle, pennyroyal, mint, and olive leaves.
Are there any products that stand out?
We can’t really pick a favorite among our herbs, but mountain tea (sideritis) has recently seen a noticeable increase in demand, both in Greece and abroad—especially after the scientific reports highlighting its beneficial properties. Of course, we have a long road ahead, as sideritis holds only a tiny share of the massive global tea market. But for us, that’s part of the challenge—and the business opportunity.
Give us some suggestions for using your products (tips, recipes, advice).
Since ancient times, herbs have been known for their medicinal properties and unique health benefits. They’re easy to use and impressive whether as culinary spices or herbal infusions. All herbs should be consumed in moderation, so it’s important to follow usage instructions.
Greek oregano is considered the best in the world. It’s a staple in Greek and Mediterranean cuisine—but surprisingly unknown as a tea! If the flavor seems too strong, try it with a little stevia in your morning tea and enjoy its invigorating effect.
Can Greek producers make a difference during times of crisis?
Yes—but under certain conditions. Our country, with its ideal climate and great biodiversity, produces truly exceptional products. France, for example, has built a national strategy around lavender, yet some companies are now requesting Greek lavender instead. Our walnuts, even though production is limited, are in high demand abroad—just like our pistachios. Greek chamomile is highly sought-after, yet last year there was a shortage because there are no proper collection infrastructures in Greece.
Individual efforts cannot succeed unless backed by serious business planning from producer groups, especially since Greek farmland is highly fragmented. We also need targeted product promotion and information centers for farmers and processors to stay up to date on market trends.
It’s also vital to support the innovation of value-added products based on Greek herbs.
What challenges does a Greek producer face today?
High production costs that make our products less competitive in terms of price, a lack of consistent advisory support for optimizing production and cultivating rare endemic species with high nutritional value, and the absence of centralized strategies for promoting Greek products abroad.
If we truly want to see young and successful entrepreneurs in this country, we must stop treating the agricultural sector in a piecemeal way. It’s not enough to have the best products if we don’t have access to data on international market trends or the means to approach large commercial networks. It’s not enough to launch new EU funding programs if there’s no follow-up or continuity from previous ones.
Why did you choose to participate in and support the Wise Greece movement?
Because we feel the need to both receive and offer support to smart, modern initiatives with combined impact. Because we enjoy collaborating with honesty, believing that we’re contributing—even in a small way—to the social mission of Wise Greece. And because Wise Greece opens powerful new paths for promoting Greek products!
