CASE STUDY: APHRODITE DELIGHTS
INTRODUCTION The aim of this document is to present the case study concerning Aphrodite Delights Ltd, a company producing local traditional sweets in Cyprus. The aim of describing such case studies is to show examples of good practices and successful stories of local producers/farmers/SMEs or entrepreneurs that have developed different services and products related to tourism, developing and diversifying their business. The document includes the interview with Mr G. Gabriel based on the following questions: 1.
What is the name of the company and what does it do?
2.
Who is George Gabriel?
3.
How did the business idea arise?
4.
What are the key success factors of this business?
5.
Did the company have any previous knowledge about the market?
6.
How is this business linked with the tourism sector?
7.
What are the main challenges for the next years?
8. What suggestions would the company make to other farmers/ producers/ tourism companies who want to follow their example?
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quieran seguir tu ejemplo?
CONTENTS
What is the name of the company and what does it do?
Aphrodite Delights is a family run company that produces traditional Loukoumi and other sweets in Geroskipou village, in Cyprus. It is a small company that employs about 15 employees in summer and 6-7 in winter season. Loukoumi is a sweet based on sugar, water, starch and may contain nuts and chocolate. According to George Gebriel, the owner of Aphrodite Delights, Loukoumi is a Mediterranean product and similar recipes are used in Cyprus, Greece, Turkey and Lebanon. Aphrodite Delights has been using the same Loukoumi recipe since over hundred years and uses only natural ingredients. It is now produced in 18 different flavours. Local raw materials are used wherever possible. Aphrodite Delights offers a range of other traditional sweets as well: soutzoukos that is made of grape must, rose water, mastic and nuts; chewing gum that is a natural product harvested from the trunk of Pistacia atlantica tree; Koufeta Amygdalou Geroskipou (sugared almonds), Glyko Amygdalou (almond preserve) that is the Cypriot version of Marzipan, and pastellaki (nut brittle). Company's products are sold at the factory shop, in many shops all over Cyprus including Cyprus airports, at hotels and souvenir shops; part of production is exported. Aphrodite Delights makes about 400 tons of Loukoumi each year, or about half the island's annual production.
Who is George Gabriel?
George Gabriel is the owner and Managing Director of Aphrodite Delights. He has been managing the company since 1994 and grew the business by moving to a new purpose built factory where production continues following the food safety standard 22000.
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Under the management of Mr Gabriel, the company has received many awards over the recent years such as Best Cypriot product, best small-medium Cypriot enterprise, and also participated in many research and development programs in collaboration with universities and other organisations.
The story of Aphrodite Delights began in 1895, when Sophocles Athanasiou returned to Cyprus after many years of living in Switzerland. During his journey back to Cyprus, he passed from many Greek islands and the coast of Asia Minor where confectionary manufacturers taught him the art of making the Loukoumi and other sweets. Combining this knowledge with his experience acquired in Switzerland, he decided to start a confectionary business and opened a small workshop behind his paternal house in the square of Geroskipou village.
How did the business idea arise?
Soon the products became known both to local people and the English colonial conquerors that ruled the island at that time. With time, these sweet delights became synonymous with Geroskopou. The business was passed from generation to generation and expanded during the years. The grandchildren of the Sophocles Athanasiou created additional small production units, while the great grandson (the current owner G.Gabriel) built a bigger factory, still in the same village of Geroskipou.
What are the key success factors of this business?
First of all, the company belongs to a family that loves their business and is very much attached to it through family history and memories. The name of Aphrodite Delights that is well known and stands for quality is one of the main success factors. The factory operates under strict health and safety standards. Aphrodite Delights is very proud of the two only Cypriot products - Loukoumi Geroskipou and Koufeta Amygdalou Geroskipou, to be awarded with Protected Geographical Indication (PGI) by the European Union. As a result of recognition and product quality, Aphrodite Delights is often invited to represent Cyprus gastronomy in different exhibitions all over the world.
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Did the company have any previous knowledge about the market?
The knowledge about the market has been developed through long years of business. The current owner and manager of the family grew up participating in the work of the company.
How is this business linked with the tourism sector?
A big share of products is sold to tourists through factory shop (where tourist groups come by bus), airports, souvenir and other shops, and hotels. The factory shop offers free tasting; staff speaks several languages; visitors can observe through glass walls how sweets are made in the factory or watch a movie that shows the history of the company as well as production process.
What are the main challenges for the next years?
According to Mr Gabriel, there is a lot of competition with other local producers and there are many tourist products that are not made or advertised in a correct way. Some guides take tourist groups wherever they get more commission, and tourists trust their guides. Tourists look for local products; the challenge is to provide correct information - what is the real authentic product. The company is thinking of starting some specialised shops together with a few other local producers that can offer high quality. Aphrodite Delights would also like to expand their exports, and that will be one of the challenges in the coming years.
What suggestions would the company make to other farmers/ producers/ tourism companies who want to follow their example?
High and consistent product quality is very important, as well as the way it is presented to the customers. The customers must be offered correct information so that they can choose the good authentic product. Stories related to business and its products can be used in marketing and help to create a well-known name.
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