The Greek government is moving to curb the long-standing problem of “Hellenization”, namely the practice of marketing imported food as if it were Greek. The solution? A nationwide digital traceability system for agricultural products.
The initiative, led by the Ministry of Digital Governance, is called the National System of Agricultural Traceability and Authenticity. Its goal is simple: to ensure that every apple, orange, or crate of produce sold as Greek can be digitally traced back to the field where it was grown.
In recent remarks, Dimitris Papastergiou, Greece’s minister of digital governance, said that imported products are often “baptized” as Greek because they currently lack a digital identity. Under the new system, that loophole is set to close.
One digital code from the field to the receipt
At the heart of the reform is a new barcode system. Every batch of Greek agricultural products will receive a unique digital code containing key information, including:
- The product variety
- The country of origin
- The specific geographic growing zone
This barcode will follow the product from the field to the supermarket shelf and all the way to the store receipt.
Imported goods will also receive a mandatory “Import” barcode, which, under the new rules, can never be converted into a Greek one.
Papastergiou explained the gaps of the current system with a simple example. When a farmer ships oranges today, the paperwork usually just says “oranges,” with no mention of origin, region, or variety. That vague description follows the produce all the way to retail, making it easy for imported goods to be passed off as local.
By encoding this information digitally, the government aims to eliminate that ambiguity.
What consumers will see: the Agro-Verify app
The system will be backed by a new consumer-facing mobile application called Agro-Verify. With just a few steps, shoppers will be able to check whether what they bought is really Greek.
The process includes:
- Scan & Verify: Consumers scan the QR code on their receipt and instantly see the producer and the harvest date.
- Shelf Check: They can confirm whether the store’s label matches the official digital data.
- One-click reporting: If something looks wrong, users can submit a complaint directly to EFET, Greece’s food safety authority.
- Smarter inspections: Authorities will use these reports and system data to carry out targeted, “smart” checks.
In practical terms this means that whether you’re a tourist in Athens, a Greek living abroad or a shopper in a small village market, you’ll have access to the same verified details about the products you buy.
Satellites, AI and real-time monitoring
The barcode system is only one part of a broader digital overhaul of Greek agriculture.
The government is also planning real-time digital monitoring of crops, using data from Greek microsatellites to confirm what is actually being grown on the ground. These satellite feeds will be combined with information from OPEKEPE -the beleaguered state agency that manages farm subsidies- and AADE, Greece’s independent tax authority.
By linking these databases, officials will be able to see:
- What is being grown in each field
- How much each area can realistically produce
- Whether any damage has occurred
According to Papastergiou, AI can now predict how much a crop should yield in a given region, making it easier to detect mismatches between actual production and what is sold.
The government says the same data system will also help manage agricultural crises, from extreme weather and disease to market shocks. With more accurate data on production and damage, authorities will be able to respond and direct support more effectively.
