Interview with Mr. Thanos Aggelakis, CEO of Aggelakis S.A., for Flash.gr.
Mr. Aggelakis met with journalist Angeliki Giannakou to discuss, among other topics, the core values that guide the company’s operations, its investment plans and the development of new products.
Your company carries your personal and family identity, which also serves as your guarantee. Would you say that what you have achieved in the poultry sector could be a case study for other industries?
At Aggelakis, we don’t view the company as a cold business venture. On the contrary, it embodies our philosophy for the entire journey—from raising the chicken to producing a healthy, top-quality product that reaches consumers in the best possible way. That’s our commitment, our goal, and our daily concern. Our guarantee lies in oour dedication, perseverance, and hard work —values shared by every member of the Aggelakis team. I’d say this goes beyond corporate culture; it’s a way of life. So rather than calling it a “case study,” I’d simply say: this is who we are.
You recently made your TV debut with the “OliVChicken – Born and Raised by Aggelakis” campaign. Why did you choose this product as your flagship communication tool?
If there’s one product in our range that truly represents who we are—one that clearly reflects our values and vision—it’s OliVChicken®. I believe it’s the culmination of 60 years of knowledge and experience across two generations, brought together in a product crafted with love, dedication, and scientific expertise.
OliVChicken® embodies everything we stand for and clearly reflects our vision of what Greek chicken should be. It is entirely rooted in the principles of the Mediterranean diet and, of course, carries the essence of Greece—since olive oil is deeply embedded in our nutritional DNA. In short, OliVChicken® is a unique product of exceptional quality, outstanding taste, and high nutritional value.
With the recent launch of the “OliVChicken® Oat Burger,” is the company exploring other product categories as well?
At Aggelakis, we always begin with the same starting point: our exceptional raw material, the Aggelakis chicken. Building on that foundation, and following a thorough analysis of consumer trends and in-depth research, we develop new options for the everyday table.
These new products prioritize high nutritional value, cater to consumers with special dietary needs (e.g., gluten-free), and respond to the evolving demands of the market, making nutritious, high-quality, and tasty meals accessible to all.
This is how we developed the Oat Burger. We took our premium OliVChicken®, and combined it with carefully selected ingredients—organic whole grain oats, fresh vegetables, pure olive oil, and turmeric—to create a nutritionally rich product that is also suitable for those with gluten intolerance. It offers a complete, balanced meal grounded in the principles of the Mediterranean diet.
Going forward, we will continue developing new products guided by four principles: differentiation, innovation, consumer well-being, and safety.
One of the keys to reviving the Greek economy is export-oriented entrepreneurship. What strategy are you pursuing in this direction, and what initiatives have you taken?
Over the past few years, we’ve systematically invested in participating in international trade fairs. But of course, that’s not enough. A strong international presence must be supported by consistency, competitiveness, and innovation. These, along with patience and persistence, are essential for penetrating foreign markets.
That’s exactly the path we follow at Aggelakis: we focus on selected markets, study their specific consumer needs, and offer tailored product solutions that meet those needs.
How has the COVID-19 pandemic affected the market? With the crisis still ongoing, how has your company adapted, and to what extent have sales been affected by the closure of food service establishments?
The pandemic has certainly impacted the food market, dramatically shifting the balance between retail and food service. Naturally, this led to the emergence of new distribution channels, which in turn changed Greek consumers’ purchasing habits.
At Aggelakis, we’ve responded to the current challenges by broadening our customer base, developing new products, and strengthening our export activity. In doing so, we’ve managed to sustain positive growth despite the unprecedented and difficult conditions of our time.
It’s worth noting that one key factor in this resilience is that our company has always been strategically focused more on retail than on mass catering.
As president of the Greek Interprofessional Poultry Organization, what steps do you believe are needed to ensure that Greek poultry companies continue their growth trajectory?
There are specific steps we need to take:
- Competitiveness: We must maintain our competitive edge over foreign poultry producers to avoid being overtaken by imports.
- Export focus: We must strengthen our presence in European and global markets by highlighting the quality and uniqueness of Greek poultry products. We produce excellent food—we must continue down this path and believe in the superiority of our products, backing that belief with serious investments in their promotion and distribution abroad.
- Relationship with the State: It’s essential for the government to understand and support our positions, which aim to enhance our competitiveness and flexibility while preserving a significant number of jobs.
Our goal is consensus and cooperation—for the benefit of the sector, which is one of the most important pillars of Greece’s primary production.
We hope that public administration as a whole, from ministers to local officials, will be our ally in building a dynamic, growing, and healthy industry.
Product spotlight
The new, handmade OliVChicken® Oat Burger is made with organic whole grain oats, fresh vegetables, pure olive oil, and turmeric. It retains all the unique characteristics of OliVChicken®, while also being gluten-free—making it also an ideal solution for consumers who avoid gluten.
Free from preservatives, the OliVChicken® Oat Burger offers a complete, balanced meal that combines animal protein with dietary fiber, the healthy fats of olive oil, and the antioxidant properties of turmeric.
It has already received multiple distinctions for its quality and nutritional profile, including recognition from SIAL Innovation 2020 and Healthy Diet Awards 2021—with a Gold award in the “Free From or Low” food category and a Silver award in the “Special Meals” category.
