Field Trip of Swedish Buyers in Larissa – B2B Event

As part of its efforts to promote and strengthen the presence of Larissa Chamber of Commerce member companies in the Swedish market, a business mission with Swedish buyers was organized for the first time in Larissa from November 6 to 9, 2024.

The Swedish market offers significant growth opportunities for the export initiatives of the Chamber’s member companies. Positioned strategically on the global map, Sweden serves as a hub for the Scandinavian Peninsula and influences neighboring countries like Germany, the Netherlands, and the Baltic states through various agreements.

Sweden’s emphasis on quality, innovation, and sustainability sets trends and broadly impacts the food market—including organic and conventional products—in numerous countries. This market leverages its strengths and adapts to international preferences and demands.

Meanwhile, Larissa, both the city and the wider Regional Unit, stands out for its rich production and high-quality raw materials. These attributes align well with the Swedish market, meeting the demand for sufficient export volumes and the high-quality standards of Swedish buyers.

The mission in Larissa had a dual purpose: firstly, to evaluate the products of Greek companies according to criteria essential for safe entry into the Swedish market. Based on this evaluation, Greek companies have the opportunity to make the necessary adjustments to enhance their chances of penetrating the Swedish market. At the same time, the general feedback received is valuable for future promotion and export strategies in Sweden.

Another important aspect of the mission was networking and exploring the Swedish market as a point of interest for participating companies. Through targeted and exclusive meetings, Greek business representatives were able to benefit from valuable insights provided by the Swedish guests regarding the Swedish market, as well as export and growth opportunities within it.

A series of targeted actions, implemented by RECO EXPORTS, highlighted the Greek products’ excellence in quality and taste, the innovations of the Chamber’s member companies, and their unique characteristics.

Close Tasting Event

On the first day of the mission, a closed tasting session was held for the products of the Larissa Chamber member companies. Each participating company was able to submit one of its top-selling products, which was subsequently tasted and evaluated by the Swedish buyers in a specially prepared room at the “Dionysos” hotel in Larissa. The Swedish buyers assessed each product based on the information provided on the evaluation forms (rating cards) and rated the products according to the following criteria: (a) packaging, (b) taste, (c) retail price, and (d) market potential in Sweden.

Business Meetings

On the second day, targeted business meetings were organized at the Larissa Chamber’s premises. The purpose of these meetings was for Greek entrepreneurs to receive feedback on their products, market potential, and useful insights on the Swedish Food and Non-Alcoholic Beverage sector’s operational requirements. Discussions on potential future collaborations between Greek and Swedish business representatives also took place during the meetings. These meetings were private and exclusive, lasting 20 minutes per company. According to Greek entrepreneurs, these sessions were highly informative regarding the Swedish market conditions and instrumental in creating the necessary conditions for market entry. A total of 78 targeted meetings were conducted.

Presentation of the Mission – Networking Dinner

Following the main events, a presentation of the mission was held in the presence of representatives from the Larissa Chamber of Commerce, Swedish buyers, and Greek entrepreneurs. During the presentation, Mr. Antonis Sioulis, Managing Director of RECO Exports, welcomed the participating companies and introduced the Swedish guests. He also spoke about the Swedish market, its operational structure, the presence of Greek products in it, and the potential for further growth of Greek products in this dynamic market. Mr. Sotiris Giannakopoulos, President of the Larissa Chamber of Commerce, expressed his gratitude to the Swedish business representatives for their invaluable contribution to promoting Greek products. He emphasized the importance of initiatives like this and highlighted the high quality of products from the Chamber’s member companies.

For further professional networking between the Chamber’s 18 participating companies and the Swedish buyers, a networking dinner was held in a dedicated area of the “Dionysos” hotel. Accompanied by fine dishes and local wine, Greek entrepreneurs and Swedish buyers had the opportunity to converse in a more intimate and friendly setting. During the dinner, a display of products sent by the Chamber’s member companies was set up, serving as a focal point for discussions between Greek and Swedish business representatives.

Visits to Production Facilities

On the third day, the invited Swedish buyers visited three predetermined production facilities of Chamber member companies participating in the mission. Specifically, they visited the facilities of INTERCOMM FOODS, ELBAK, and KASIDIS. The Greek companies welcomed the Swedish buyers with the characteristic Greek hospitality, guided them through their facilities, demonstrated their production models and products, and answered any questions posed by the visitors.

Media Coverage

The mission was covered by major local media outlets, both before and during the events. The presence of prominent media representatives at the tasting event and mission presentation reinforced the objectives of the business mission and highlighted the Larissa Chamber’s initiatives to promote and support the export growth of its member companies.

Conclusions

The Swedish food market is characterized by high-quality standards, with a focus on sustainability and a preference for innovative products. Swedish consumers are especially demanding regarding product origin transparency and the environmental responsibility of companies.

Sweden functions as a trade hub due to its favorable geographic position and its highly developed market for organic and natural products. Sweden’s exports significantly influence the Scandinavian Peninsula (Denmark, Finland, Iceland, Norway) and, through the Nordic-Baltic Agreement, also impact Lithuania, Latvia, and Estonia.

With Italy and Spain dominating the Mediterranean brand, Greek products require consistent and strategic promotion in key markets like Sweden. It’s worth noting that the Swedish food industry operates differently than in Greece. To secure a position on the shelves of international buyers and retailers, Greek products must first study the Swedish model and then follow the right steps to promote the “Greek product” brand. Understanding the Swedish market model and its global influence is particularly important for Greek entrepreneurs, as it can help them adjust their products to meet Swedish market requirements.

RECO Exports stands beside these companies, constantly studying international markets and taking strategic promotion steps to meet the promotional needs of Greek businesses and their products. To achieve a dynamic and sustained entry into the Swedish market, promoting Greek products must be a continuous, strategically designed effort.

According to Greek entrepreneurs, the mission was a great success, helping them expand their business connections and providing useful feedback on their products and companies. When asked, all participants confirmed that they would participate in similar future events to further increase their exposure.

With the insights gained from the mission, which was supported by the Larissa Chamber of Commerce and organized by RECO Exports, the 18 Greek companies involved are ready for the strategic planning of their next steps toward penetrating the Swedish market.