Tony, a former builder of Greek Cypriot and Irish descent, drew inspiration for his brand from his childhood nickname, ‘The Greek.’

Tony shares: “Family and food were, and still are, the most important aspects of my life growing up in a Cypriot and Irish household. I’ve spent a lot of time in Cyprus, enjoying Greek food, and I wanted to bring that experience back to the UK.

“We smoke our meats in an old, disused silo on my farm, using traditional Greek techniques and flavorings. That’s what makes us the only Greek producer of cured meats in the UK.”

The product impressed from the outset with its exceptional taste and strong provenance—only free-range British pork and beef are used, and everything is produced on Tony’s farm in Hertfordshire. Julie challenged Tony to tweak their packaging to feature a selection of cured meats and highlight the Britishness of the brand. The real challenge, however, was the tight timeline: the duo had just 17 weeks to complete a process that typically takes 16.

They explains, “You have to be patient with cured meat. You can’t rush the process. It takes time.”

Thankfully for Aldi, their confidence proved right, as The Greek Farmer’s selection of air-dried meats (including beef, pork loin, pork belly thins, and ham) will be on shelves starting November 25 2022. However, shoppers will need to act fast, as, like all Specialbuys, once they’re gone, they’re gone!

Tony says, “It’s mind-blowing for both of us. We only launched in December, and now we’ve won this incredible competition and are going to be on Aldi’s shelves. What I thought might happen in years three, four, or five has come to life in our first year—actually, not even in our first year. It’s going to skyrocket our business for sure.”