The goal was to exploit all possible uses of a local product and commercially sell it worldwide.
Main objectives of the effort were the development, production, promotion and sale of mastiha products worldwide,as well as the creation of a sales network and a brand name.The brand created was “mastihashop”. The company has established a food production unit in Chios island, also owns 16 stores in Greece and abroad.The products commercially exploited, include natural mastiha, chewing gum,cosmetic products, parapharmaceutical products, food products, liquers, while more than a hundred products have been created.
The main stakeholders of this project are:
• The Chios Mastiha Farmers Association
• Mediterra S.A.
• The Mastiha Research Center
The Chios Mastiha farmers Association created the company Mediterra S.A., witch created the MastihaShop brand in 2002. Τhe Shareholders capital in 2016 was at 3.6 million Euros. Several investments have been funded through national and European funds and employs around 40 employees.
Evidence of success
Results of good practice :
• More than a hundred products have been produced exploiting all possible uses of a cultivated product
• Mastiha has been nominated a designated product of origin
• Mastiha has become famous world wide and the productis now used from international companies of luxury
• The brand mastihashop has been created
• 16 mastihashops were established
The main objective of the project was to exploit to the maximum all uses of a cultivated product and promote it through a brand worldwide. Difficulties mainly had to do with the overcoming of financial and organisational issues.
Potential for learning or transfer
This is an innovative project on a local farming product that was produced only in an isolated island but managed to become commercial, exploit multiple uses and create a famous worldwide brand.
The transfer of knowledge would be in how to develop many different uses for one product.
The basic elements regarding the implementation of this good practice and the factors that may contribute to the success of its implementation and to the transferability of the practice to other regions or countries throughout Europe are:
• Commitment of the farmers Association to promote the product
• Engage farmers in a private company
• Exploit European and national funding
• Organise research on new uses and production
• Close co-operation among associations, local authorities and the commercial sector