Christos Papadimitriou

  • Current company Papadimitriou CC SA
  • Country Greece
  • Inudstries Consumer

Papadimitriou is a family-owned commodity export business founded in 1939 in Kalamata to export currants from the Peloponnese region of Greece. In the late 1990s, Christos transformed into a producer of all-natural balsamic vinegars and mustards in unique Mediterranean flavors, all derived from currants. The currant’s natural characteristics allow the company to affordably produce preservative- and sulfite-free vinegar. Papadimitriou has set itself apart from competitors with fresh, modern branding of its all-natural products, all of which are offered at an affordable, mid-range price point. Today it sells its products in major supermarkets within Greece, where it is the first non-Italian brand to lead the balsamic vinegar market.

Since Christos joined Papadimitriou, its share of the Greek balsamic market has increased from 10% to 40%, and expanded its exports business from 14 to 28 countries. The company is responsible for 14% of all currant processing in Greece and has fostered exclusive relationships with over 1,200 local suppliers. As Papadimitriou leverages this success to break into additional international markets, it has begun to shift focus away from currant exports to the value-added product lines. The company’s vertical structure enables it to use as raw material the currants that are unfit for export as end products. This move from using currants as an ingredient rather than a commodity has made Papadimitriou more competitive in terms of cost and pricing in both sectors.

Christos has looked to Endeavor for support in designing a focused global strategy that will enable him to become one of the first truly global Greek food brands. Endeavor’s global network has the know-how to structure the company’s go-to-market strategy from planning to execution. As a market leader in Greece, Papadimitriou serves as an impressive role model for Greece’s agriculture industry. Endeavor Greece is excited to have such a strong example of how Greece’s natural resources can support scalable, global businesses.

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