Greek food producer Haitoglou Bros is sharpening its focus on tahini as global demand for the nutrient-rich sesame paste continues to rise, both abroad and at home. The company, one of the country’s largest producers of traditional halva and related products, sees tahini’s steady international momentum aligning with a gradual extension of halva consumption beyond its historically seasonal peak.
This year also marks a symbolic milestone: the packaged portion format of its flagship Macedonian Halva brand celebrates 100 years in the market. Founded in 1924, the family-owned business continues to reinforce its core operations through steady investment, supplying around 2,500 product codes across domestic and international markets, while maintaining targeted partnerships with major retail chains abroad.
Alongside business growth, the company unveiled its new seasonal campaign, “A Clean Monday Once Upon a Time,” accompanied by a children’s storytelling initiative and a social responsibility program supporting the Lighthouse for the Blind of Greece. The initiative funds the production of children’s audiobooks and Braille editions, underscoring the company’s emphasis on care and inclusion.
In 2025, Haitoglou Bros invested 3.6 million euros in maintenance and modernization projects, with similar spending planned this year to further upgrade facilities and processes. Exports continue to grow, with the United States emerging as a key opportunity, although management notes that expansion abroad still comes with challenges, particularly in complex markets such as India.
Halva sales in Greece remain highly seasonal, with most demand concentrated around the Lent period. However, packaged single-serve portions are gaining ground year-round, prompting the company to expand its range to seven flavors, including new chocolate- and strawberry-coated options.
Elsewhere, peanut butter has become a surprise success story, especially caramel-flavored varieties that continue to post strong sales growth. Demand is also shifting toward more premium nut spreads such as cashew, almond, and hazelnut.
Meanwhile, jams perform steadily domestically but show stronger momentum abroad, particularly in North America. Sesame-based products, including pasteli and sesame supply to bakeries and food service operators, remain an important business segment, accounting for roughly 7–8% of company turnover.
With changing consumer habits and new retail formats reshaping demand, Haitoglou Bros appears poised to blend tradition with innovation for the next century.
