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Greece: In-store displays gain appetite from customers

"In 2024, we're poised for an ambitious journey within the Greek market. Our primary objective is to position ourselves as a leading supplier of 'sustainable agriculture' by expanding our in-store farms, fine-tuning the features, and fostering collaborations with key stakeholders," says Christos Raftogiannis, Founder and CEO of CityCrop, a Greek agtech supplier based in Athens.

Christos Raftogiannis

CityCrop is thrilled about its recent collaboration with AB Vasilopoulos, one of the biggest supermarket chains in Greece, and several aspects that make this partnership truly rewarding, as Christos names it. Firstly, AB Vasilopoulos' company size in the Greek retail landscape opens up market access for CityCrop's technology to a broader consumer base.

"Moreover, AB Vasilopoulos shares our commitment to sustainability and fresh, locally sourced produce. This creates a synergy that goes beyond a typical business partnership." Working with such a large retailer has increasingly raised awareness towards the agtech's brand as it's a 'great way of storytelling' and an invitation for potential partners.

The product
Offering three different products, CityCrop Micro, One, and Twin, for the B2C market, CityCrop has an additional Farm-as-a-Service model for in-store displays. From cultivating leafy greens, microgreens, lettuces, and herbs to exotic flowers, the growing cabinet can be fully controlled on an internet-connected device, managing the growing environment.

Besides that, a subscription model is available for customers who can't get their minds up on what to choose, so a mix of seeds can be delivered monthly to always get their 'hands dirty' on growing leafies at home without a hassle.

Entering B2B markets
Initially, Christos likes to expand its presence in supermarkets and grocery stores with their in-store farming displays, raising awareness of vertical farming and allowing direct access to fresh produce.

"Our expansion strategy includes diverse entities such as HoReCa businesses, educational institutions, and residential communities by offering scalable and customizable vertical farming solutions," Christos points out. As CityCrop's product is getting refined even more, Christos says their solution has international potential, eyeing the EU, UAE, and North America.

For more information:
Christos Raftogiannis, Founder and CEO
[email protected]