Galery

1

Elli Papaionatopoulou who is in charge of corporate relations of Athens Brewing Company emphasizes that it is not enough for a product to have a Greek name. The consumers may not know whether the primary raw material is local but they want the product to be produced in Greece. In advertising the companies, particular attention is being paid to the number of jobs of the companies, the taxes they are paying and to their programmes for social responsibility in order for them to convince the customer that the company is worth preferring.

The studies show that the change in the economic model of the country is the basis of its recovery. 80% of citizens believe that a highly industrialized country can be economically independent. Therefore, the majority of the producers are taking advantage of this wave of change by providing in advertising campaigns information about the investments made over the years and the number of jobs opened.

However, the experts believe that the domestic production has a long way to go before gaining a dominant role in the country. Agis Pistiolas states that the products produced in Greece constitute only half of the turnover in the country. This means that regardless of the positive findings of recent studies on consumer preferences of the label "Made in Greece", the domestic production is far from covering the needs of the market.