Lombardy: A Market with a fancy for F&B Greek Products

Image from a Greek Olive Oil Tasting, held in collaboration with Italy’s National Olive Oil Tasting Organization (ONAOO)

PDO Feta and Greek Cheeses: Feta is already well-established in Lombardy, particularly in retail, but there is significant room for growth in the HORECA sector, where demand for authentic Mediterranean flavors is rising. Beyond Feta, other traditional Greek cheeses such as Graviera from Crete, Kasseri, Manouri, and Metsovone present strong potential due to their distinctive taste profiles and PDO certification, which ensures origin and quality. Promoting tasting events, chef collaborations, and highlighting the cheeses’ heritage and nutritional qualities (e.g., high protein, lower lactose content in aged cheeses) can enhance awareness and drive demand in both premium retail and gastronomy (can enrich gourmet menus or be positioned in specialty cheese counters).

Greek Yogurt: Greek yogurt enjoys strong recognition in the Lombardy market. While already present in major supermarket chains, there is untapped potential for growth—particularly in the premium, organic, and lactose-free segments. Greek brands can differentiate themselves through authenticity, clean-label ingredients, and traditional production methods. Additionally, the growing interest in healthy snacks and Mediterranean diets among Italian consumers makes Greek yogurt an ideal fit for both retail and HORECA channels. Opportunities also exist in the foodservice sector (e.g., breakfast menus, hotel buffets, and dessert offerings), where demand for high-quality dairy products is rising. Strategic collaborations with nutritionists and culinary influencers could further elevate its profile.

Greek Wines: Native Greek varieties such as Assyrtiko, Xinomavro, and Agiorgitiko offer unique flavor profiles that appeal to wine enthusiasts seeking authenticity and discovery beyond mainstream offerings. Although still relatively niche in the Lombardy market, these wines can gain a stronger foothold through targeted promotion, including wine-tasting events, participation in international fairs, and collaborations with sommeliers, wine bars, and boutique wine distributors. Their distinctiveness—ranging from the mineral complexity of Assyrtiko to the aging potential of Xinomavro and the rich fruitiness of Agiorgitiko—offers a compelling alternative to New World and even lesser-known European wines. Additionally, the growing interest in sustainable, organic, and low-intervention wines presents an opportunity for Greek wineries that already adopt such practices. Strategic storytelling and label design that communicate their provenance, varietal identity, and food-pairing potential will be key to expanding market share here, especially in niche distribution channels.

Honey and Greek Superfoods (e.g., mastiha, oregano, carob, bottarga, saffron from Kozani/ krokos): The growing demand for natural, functional, and traceable foods creates excellent opportunities for high-quality Greek products with strong nutritional and therapeutic profiles. Greek thyme and pine honey, in particular, are internationally recognized for their rich aroma, antioxidant properties, and purity — qualities that resonate strongly with health-conscious consumers, especially in urban centers like Milan. Beyond honey, Greek superfoods such as Chios mastiha, dried oregano, carob-based products, bottarga (avgotaraho), and Kozani saffron (krokos) represent niche yet high-value offerings with strong storytelling potential rooted in tradition, terroir, and sustainability. These products are ideally positioned for organic stores, health food shops, delicatessens, and gourmet e-commerce platforms, while their use by chefs and mixologists can boost visibility in the HORECA sector. Emphasizing PDO/PGI status, artisanal production methods, and clean-label attributes can further support their premium positioning and appeal to informed Italian consumers seeking authenticity and wellness.

*For more information on Milan’s Central Wholesale Food Market, see here the post by the Milan Office of Economic & Commercial Affairs (OEY) on the Ministry of Foreign Affairs platform “Agora”.

What is the biggest challenge for companies or brands aiming to enter the Lombardy region?

The main challenges for Greek F&B companies entering in the Lombardy market include:

• Strong Domestic Production: Italy produces high-quality products (olive oil, cheese, wine), making it essential for Greek products to adopt a well-defined differentiation strategy.
• Cost and Pricing: Due to production and transport costs, Greek products are often positioned in the premium segment, potentially reducing price competitiveness.
• Finding Reliable Distributors: The Lombardy market relies heavily on well-established distribution networks. Finding the right partner is crucial for success.
• Consumer Habits: Despite appreciation for the Mediterranean diet, Italians remain deeply loyal to their local cuisine and national products. “Made in Italy” carries strong emotional and cultural weight.
• Bureaucracy and Regulatory Compliance: Entering the Italian market can involve complex certification and compliance procedures, posing significant challenges—especially for small and medium-sized enterprises. Adhering to EU and Italian regulations (labelling, packaging, quality, and safety certifications) demands careful planning and local expertise, often requiring collaboration with consultants or distributors.

To improve the market position of Greek products in the Lombardy market, the following actions are required:

• Strategic partnerships with local distributors and delicatessen chains.
• Promotional activities such as tastings and exhibitions to familiarize Italian consumers with Greek products.
• Social media and digital marketing campaigns, focusing on Italian food bloggers and chefs.
• Targeting the Ho.Re.Ca. sector (hotels, restaurants, catering), particularly for products like feta, olive oil, and wine.

Successfully addressing these challenges is essential for ensuring long-term success for Greek products in the Lombardy market.

Could you name some targeted actions taken to strengthen the position of Greek F&B products and enhance exports to Lombardy?