Asturian agri-food focuses on Greece: Asturex identifies key importers with high potential

International Promotion

Asturex, as part of its ImportMatch TastingAsturias program, completed a trade mission to Greece on June 22nd and 23rd. The initiative, in collaboration with the consultancy Alfombra Roja, identified six importers with high potential for food and beverage products from the Principality of Asturias.

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La Foreign Trade Promotion Society of the Principality of Asturias, Asturex, has concluded a successful business prospecting agenda in Grecia June 22nd and 23rd. The mission, framed within the program ImportMatch TastingAsturiasThe focus was on identifying and connecting with six strategic importers and distributors in the food and beverage sector, an action carried out in conjunction with the specialized consultancy Alfombra Roja to open new business avenues for Asturian companies.

This initiative is part of a methodology specific to Asturex combining market intelligence with the selection of qualified buyers. The goal is to generate high-value business meetings in Asturiascreating a direct bridge between the supply of Principado and the actual demand in the Greek market. During the sessions, the head of the International Promotion Area for Food and Beverages of Asturex It presented the potential of the main Asturian product categories, analyzing consumption trends and the specific needs of local operators.

Greek interest in quality and added value

The assessment of the meetings has been very positive, confirming a notable interest from the Greek market in products that offer identity, differentiated quality and added valueThe meetings identified several operators interested in learning more about Asturias's offerings. Importers particularly valued products with history, territorial identity, quality certifications, and authentic culinary traditions—attributes that characterize the region's agri-food sector. Asturias.

The next step in the program will be to select the importers with the greatest potential to organize a reverse trade mission to AsturiasDuring this visit, Greek professionals will be able to get to know the companies firsthand, tour their facilities, and hold personalized business meetings, with the aim of realizing new business opportunities and strengthening trade ties.

Greece: a strategic market for Asturian products

According to the study “Food and Beverages in Grecia 2025”, prepared by AsturexThe Greek market presents a favorable scenario, with growing interest in products premium and with identified origin, targeted at the gourmet, HORECA, and specialized retail channels. The meetings also confirmed a very positive perception of Spanish products, whose presence remains limited in numerous categories, representing a clear window of opportunity for new additions.

Data provided by ICEX Atenas They reinforce this potential, highlighting specific opportunities in beverages, fish, seafood, canned goods, and meat products—a sector driven by the weight of tourism and the restaurant industry in the country. Although the participation of Asturias in Spanish exports to Grecia Although still small, the bilateral trade balance shows a surplus for the Principado, which in 2024 increased its exports to Greece by 23,6% year-on-year.

Concept	Figure	Year
Beverage imports in Greece	498,19 millones de euros	2023
Imports of fish, seafood and canned goods in Greece	765,65 millones de euros	2024
Increase in exports from Asturias to Greece (year-on-year)	+ 23,6 %	2024
Total exports of food and beverages from Spain	73.776 millones de euros	2024

This growth, together with the favorable national context, with record exports from the Spanish agri-food sector in 2024, positions Grecia not only as a market of interest in itself, but also as a commercial access platform to Southeast Asia Europa and the Balkan region. The promotional work of Asturex, entity of the Sekuens GroupIt is complemented by tools such as the digital project @tastingasturias, which provides external visibility to the region's brands.

Key points and frequently asked questions about the opportunity in the Greek market for Asturian food products

What types of Asturian products have the greatest potential in Greece?

The products with the greatest potential are those in the high-end range. premium and with high added value. The Greek market demands products with a strong sense of place, quality certifications, and a compelling history. Sectors such as beverages, fish, seafood, canned goods, and high-quality meat products have a clear opportunity in the gourmet, HORECA, and specialized retail channels.

What is the next step for interested Asturian companies?

The next step of the program ImportMatch TastingAsturias It is the organization of a reverse mission. Asturex will select the Greek importers with the greatest potential to travel to Asturiaswhere they can hold personalized business meetings with local companies, visit their facilities and learn about the offer firsthand.

Why is Greece considered a strategic market beyond its borders?

In addition to its own domestic market and its powerful tourism sector, Grecia It functions as a strategic commercial access point for the southeastern region of Europa and the Balkans. Establishing a presence in the Greek market can facilitate expansion into other neighboring countries, amplifying the return on investment for exporting companies.