Small businesses participated in the Fairway Market Campaign in New York
The European Bank for Reconstruction and Development (EBRD) partnered with Olive Roots Ltd, for the implementation of the Fairway Market Campaign, dedicated to promoting Cypriot products at the popular grocery chain Fairway Market in New York.
The campaign kicked off in late September and ran for three weeks, giving the opportunity to the Cypriot producers to promote their products through extensive publicity, in-store demonstrations and sampling events.
The Cypriot brands that participated in the campaign were: Little Treasure, a brand offering a selection of artisanal traditional products such as carob syrup and wild garlic salt, Yiayia Maria’s, halloumi & tarhana producer with a uniquely packaged tarhana soup mix convenient for the busy New York audience, Elena’s, traditional bakery with signature products such as Cypriot rusks, Mellona, a unique collection of high-end spreads that mix raw honey with various nuts, spices and other ingredients, and finally Polycarpou, producer of artisanal halloumi cheese. Finally, Greek Easy Bake products travelled to the US and participated at the Fairway Market Campaign as a result of a partnership of St. George Mills and Cypriot company Hadjigiorkis Flourmill.
All companies made very positive impressions to local audience, with their authentic tastes as well as their attractive and professional packaging.
The programme was endorsed within the framework of the Advice for Small Businesses (ASB) Facility, a three-year initiative implemented by the EBRD on behalf of the Ministry of Energy, Commerce and Industry since May 2017, to support Cypriot SMEs in improving competitiveness, strengthening performance and boosting growth. The programme is co-funded by the European Regional Development Fund (ERDF).
Nadejda Mustea, National Programme Manager for the ABS programme in Cyprus, stated: “The Fairway Market Campaign was a great opportunity for Cypriot companies to enter the US market, broadening their reach to a wider audience and exploring their potential for growth beyond Cypriot boarders. At EBRD, it is our responsibility to endorse such productive initiatives to help local businesses to develop and grow, and we would like to thank and congratulate Olive Roots for their work both in Cyprus and Greece.”
Constantinos Karageorgis Senior Commerce and Industry Officer said “We welcome the Fairway Market export promotion program which is expected to further enhance the competitiveness of Cypriot enterprises as well as their export capacity. Given the EBRD’s expertise in this area, we are confident the programme will be a success and will have a positive impact on SMEs.”