To start a coffee brand in Greece, move fast on structure, compliance, and product-market fit: register an IKE through GEMI, secure a VAT number with AADE, and register your food business with EFET while implementing a HACCP plan (ISO 22000 certification is a plus for retailers). Decide early whether to contract-roast with a certified partner in Attica/Thessaloniki or build your own roastery (municipal operating permit, fire safety, emissions, and layout approval required); contracting trims lead time and capex, in-house improves margins and control. Protect your brand via OBI (Greece) or EUIPO, join EOAN for packaging EPR and a collective scheme like HERRCO, and source GS1 barcodes from GS1 Hellas. If importing, get an EORI and use a customs broker at Piraeus; many founders start by buying from Greek specialty importers to simplify logistics. Label per EU 1169/2011 in Greek (name of food, net weight, best-before, lot, business address, origin if claimed; grind/roast date optional but valued), and confirm the reduced 13% VAT for food with your accountant. Build blends for local demand—freddo espresso, cappuccino freddo, and briki—while offering a hero single-origin. Price to channel: typical HORECA 1 kg ranges €12–22 wholesale; retail 200–250 g sits €6–14. Sell D2C, on Skroutz/Marketplace, and via HORECA distributors; validate at Athens Coffee Festival, SCA Greece events, and lock barista ambassadors to accelerate placement.
