UK Food & Drink Success Stories: Q&A with Tony Charalambides - the Founder of the Greek Farmer & Winner of Aldi's Next Big Thing
Over the years, Bread & Jam has actively supported the growth of thousands of food startups, from emerging brands getting their first specialty retailer to more established players scoring national supermarket listings. As part of our Success Story series, we’re highlighting fellow challenger brands who have seen some wins, and ask them a few questions.
Who is Tony Charalambides and what’s “The Greek Farmer”?
Tony Charalambides, was born in the early 80’s and raised in Hackney, London, to an Irish mother and Greek Cypriot father. He switched up careers and now is the cofounder and owner of the The Greek Farmer, an award-winning British Charcuterie company that started in 2019. Recently, The Greek Farmer just won Aldi’s Next Big Thing and is now being sold in Aldi stores nationwide.
How did The Greek Farmer come about?
After 20+ years in the construction industry I needed a change. After fully renovating our new Hertfordshire home and farm in 2018, I decided I wanted out of the construction industry but at the time I wasn’t actually sure what new career path I wanted to take.
On our farm, we had an unused silo but I wasn’t sure what to do with it. Seeing an abandoned structure is always disheartening so I had an idea to turn it into a playroom or an office, until one day I had a eureka moment in December 2019. I could convert a disused grain silo into a smokehouse, but what I was going to smoke and how was still a complete unknown.
Fast forward to two years after lots of R&D, building work, and sleepless nights, we obtained approval to sell our cured meats to the masses. I’ve spent most my working life in construction, so this new venture was a huge leap. Thankfully I inherited my parents incredible work ethic which has gotten me to where I am today.
What’s your journey been like?
The journey has been bumpy to say the least. I had no previous experience of smoking meats, or charcuterie or starting a food manufacturing business. I’ve had to learn everything on the go, and cannot thank Bread & Jam enough - especially the Foodhub Facebook group.
Producing cured meats in the UK is extremely frustrating as well as challenging. I was given good advice along the way but also very bad advice too. There has been more lows than highs, and there have been moments where I worried that I had invested everything, mentally and financially, into a business that may not even see out year one of trading.
Luckily, our first year of trading was 2022. We extended our facility and added subsequent supply for the Aldi program. Most of our sales were through direct to consumer via our website and third party platforms like Not on the High Street. Looking forward, we hope to expand building our B2B customer and wholesaler base.
Fortunately all has turned out well!
We know you said Bread & Jam has helped you in your journey, but how?
Since I had no previous food industry experience the Facebook group The Foodhub was a huge sigh of relief when I found it in 2021. I’ve taken snippets of information here and there which has been a huge help in starting the business and a stepping stone in scalability. The Foodhub is where I saw in Feb 2022 that applications were open for Aldi's Next Big Thing. I applied, and now my product landed on shelves November 2022.
The Bread & Jam events I have made it to have been invaluable (especially Bread & Jam Fest). Not only have I gained a huge array of industry knowledge but also just meeting and chatting to other like-minded food & drink producers in attendance is well worth the journey.
Any advice to other food & drink entrepreneurs?
Listen to other industry experts, food/drink producers, friends & family but most importantly listen to yourself. You know your product and brand more than anyone and only you can make it work.
Drill down on what makes you different from the rest and shout about it. Our USP’s, back story and British provenance stole the show, Julie Ashfield, MD of Buying at Aldi UK, said about our win “The provenance and traditional method of The Greek Farmer won out for me in the end.”
