The Nordic Organic Expo, Scandinavia’s flagship trade exhibition for organic and natural products, opened its doors on 19–20 November 2025 at the Malmömässan Exhibition Center in Malmö. Attracting thousands of visitors—including high-profile buyers and industry professionals—the exhibition served as a vibrant platform for showcasing pioneering products and innovations across organic and natural foods, beauty and wellness, eco-living, and holistic health.

Emerging trends, along with forward-looking ideas and product innovations in food and non-alcoholic beverages, were evident throughout the exhibition hall, shaping the landscape of the Scandinavian market. These trends reflect a consumer base increasingly focused on health benefits, sustainability, and advanced technology across nutrition, health, and beauty sectors.

Through distinctive innovations, targeted presentations, and specialized seminars, Nordic Organic Expo offered exhibitors and visitors the opportunity to explore current market trends and discover new products.

Among the attendees were representatives from major retail chains and buyers, including Coop Sverige, Coop AG, Herbolario Navarro, Life Europe AB, NOZ, Sunclass Airlines, Axfood, Brand Organic, Fontana, ICA, and others.

The location of the exhibition in Malmö presents significant advantages for exhibitors and professionals, as the city serves as a strategic hub for the entire Scandinavian region. With direct access to Denmark via the Øresund Bridge and convenient connections to Stockholm, Copenhagen, and northern markets, Malmö facilitates attendance from buyers across Northern Europe. At the same time, its strong sustainability culture and high consumer demand for organic products create an ideal environment for networking, building partnerships, and promoting innovative goods.

The Greek Participation

The Regions of Attica, Crete, the Ionian Islands, Central Macedonia, and the Peloponnese participated in the Nordic Organic Expo with well-designed and organized booths across the exhibition’s main thematic sectors. Their presence showcased a comprehensive picture of modern Greek production and products distinguished by quality, innovation, and creativity.

In the main food section, Greek companies presented organic and plant-based products, functional foods, premium olive oils, and traditional flavors presented through a contemporary lens—offering visitors a multi-layered gastronomic experience.

In the Wine & Spirits Yard, the Greek presence highlighted premium wine and spirit labels, showcasing the dynamism of the Greek vineyard and the ongoing evolution of Greek winemaking and distillation.

By participating across multiple thematic zones of the Nordic Organic Expo, Greece achieved a strong and multidimensional presence, promoting its export potential and the authentic identity of its products in a highly demanding and competitive international market.

Olive Oil Bars

The Olive Oil Bars drew particular attention, functioning as focal points for the tasting and promotion of Greece’s high-quality olive oils.

The Olive Oil Bars of the Peloponnese, Ionian Islands, and Crete emerged as some of the most distinctive features of the Greek presence at the Nordic Organic Expo, highlighting each region’s richness and tradition in olive oil production. In specially designed tasting spaces, visitors sampled different varieties and styles of olive oil, discovering the aromatic and flavor nuances that characterize Greek olive oil. These tastings emphasized not only quality but also the diversity of local production, enabling buyers and professionals to gain a well-rounded understanding of the capabilities of Greece’s olive-growing regions.

Innovation Awards

The Regions of Attica, Central Macedonia, and Crete participated actively in the Nordic Organic Expo’s Innovation Awards, with agrifood companies submitting their proposals for evaluation. The competition offered an important opportunity to engage with the latest market trends, exchange ideas, and deepen understanding of the criteria and expectations shaping the Scandinavian market.

This process enhanced the knowledge and international orientation of Greek businesses, providing valuable experience and practical insights for future development and the exploration of new commercial opportunities.

Retail Visits

As part of the Greek participation in the Nordic Organic Expo, RECO Exports organized targeted visits to major Swedish supermarkets and retail stores, aiming to familiarize Greek businesses with the structure, requirements, and particularities of the Scandinavian market.

Visits were conducted at leading retail chains such as Willys, ICA, and Systembolaget, offering exhibitors a direct understanding of how organic, premium, and functional products are displayed, priced, and promoted in the Swedish market.

The initiative was coordinated by Antonis Sioulis, Managing Director of RECO Exports, who introduced companies to the commercial landscape and consumer behavior of the Scandinavian—and specifically Swedish—market, while presenting key opportunities for Greek products.

During the visits, participants had the opportunity to observe sustainability practices, high-demand product categories, consumer habits, and merchandising principles that define Scandinavian retail.

This activity served as a valuable preparation tool for Greek businesses, enhancing their understanding of real market needs and helping them approach buyers and distributors more effectively during the exhibition and in their future export efforts.

Conclusions

This year’s Nordic Organic Expo demonstrated that a well-coordinated, unified national presence can create significant added value for local producers seeking to strengthen their position in the Northern European market.

Carefully designed exhibition spaces, targeted tastings, and the showcasing of product diversity allowed professionals and buyers to gain a structured understanding of the quality and distinct identity of Greek production.

Leveraging the exhibition’s digital capabilities—such as dedicated listings in the online catalogue—further enhanced networking and accessibility, facilitating future collaborations. Meanwhile, discussions and connections established during the event confirmed the growing interest of the Scandinavian market in high-quality products that emphasize sustainability and authentic origin.

Overall, Greece’s participation represented a positive step in strengthening extroversion and capitalizing on the opportunities offered by the Northern European market, laying a solid foundation for more targeted actions in the coming years.

Greece’s Position in Scandinavia

Greece’s position in Sweden—and more broadly in Scandinavia—regarding organic, natural, and traditional products remains modest but steadily evolving. While Greek goods such as olive oil, honey, and traditional foods are widely recognized for their quality, the visibility of the “GREECE” brand in the Scandinavian market has room for improvement.

Greece offers a wide variety of organic and natural products that combine quality with sustainability. Olive oil, herbs, honey, and other agricultural products are internationally valued for their flavor and nutritional characteristics. In the Scandinavian market—where consumers prioritize sustainability and health benefits—Greek products have strong potential due to their authenticity and traditional identity. Natural production methods and a commitment to quality make Greek products particularly appealing to Swedish consumers seeking clean, sustainable choices.

However, compared to countries like Italy and Spain, Greece’s positioning as a source of organic and natural products in Scandinavia remains more limited. Strengthening Greece’s presence in a market that shows high interest and demand for natural and organic products—such as Sweden—requires consistent participation in major exhibitions and targeted extroversion initiatives. Support from national and regional bodies is therefore essential for enhancing recognition and expanding the footprint of Greek products in this strategic market.