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New Greek feta off to a good start

Press Release   •  Jan 10, 2002 16:38 CET

Although Greece is suffering its worst snowfall in years, sales of Arla Foods’ new Greek feta are booming.

Despite the state of emergency, 10,000 400 gram tubs feta cheese are still being distributed from Arla Foods’ local dairy everyday. This means that sales are meeting expectations for the new product.

Production of the Greek feta, which consists of 75% sheep’s milk and 25% goats’ milk, is handled by Arla Foods’ Hellas, a joint venture with Greece’s largest dairy company, Delta. The new feta is partly distributed through Delta’s distribution network. Developed over the past year, the product was launched in October.
Within a week, it had been listed with all major multiples.
”The feta has gained considerable popularity owing to its product stability and high quality which, again, is a result of the high quality of the raw materials,” explains Executive Director Erik Folden. ”This means that the feta can be sold at a premium.

Since the launch, the new feta has seen stable sales in all larger cities. Distribution will now be extended to villages and islands with sales to both locals and tourists.
Erik Folden does not expect that the weather conditions will have any significant consequences on sales. ”For the time being, people are eating what they have in their fridges. When the snow is gone, they’ll go out and buy more.”