INTERVIEW OF THE MONTH: ATINA GREEK MARKET

A Place Where Authentic Greek Flavours Meet Serbia

Jovana Giovani, Founder & Director of Atina Greek Market

"We wanted Atina Greek Market to be more than just a store. Our goal was to create a welcoming place where people can discover authentic Greek products, experience the flavours and traditions of Greece, and enjoy the warmth and hospitality that are at the heart of Greek culture. For us, it is about bringing a little piece of Greece closer to people through taste, atmosphere, and genuine personal recommendations."

How did the idea for Atina Greek Market come about, and what inspired you to bring Greek products closer to local consumers through a specialized store?
The idea behind Atina Greek Market grew naturally out of our long-standing connection with Greece and our passion for Greek products. Through our family business, we have been importing and distributing Greek products for the past 17 years, but we wanted to create something more than a distribution network—we wanted a place where people could experience a little piece of Greece for themselves. Our vision was to create a welcoming space where customers could discover authentic Greek products, try something new, and receive genuine recommendations from people who truly know and appreciate Greek cuisine and culture. We were inspired by the desire to bring Greece closer to people through its flavors, aromas, atmosphere, and the quality that has made its products so beloved around the world.

Your family has been importing and distributing Greek products in Serbia through Extra Coffee for many years. How much did that experience influence the concept of Atina Greek Market?
Our experience through Extra Coffee played a crucial role in shaping the concept of Atina Greek Market. Over the years, we have built strong relationships with Greek producers, gained extensive knowledge of their products, and developed a deep understanding of what Serbian consumers enjoy, as well as what they are eager to discover. This experience allowed us to carefully curate the selection we offer today. We did not want to create just another store selling imported goods. Instead, we wanted every product on our shelves to reflect authenticity, quality, and tradition. Working in wholesale also taught us the importance of trust—both with suppliers and customers—and that same principle remains at the heart of everything we do at Atina Greek Market.

What would you highlight as the key features of Atina Greek Market’s product selection? Which products are particularly popular among customers, and what would you recommend to someone discovering authentic Greek flavors for the first time?
Authenticity is undoubtedly the defining feature of our product selection. We focus on offering products that are genuinely found in Greek homes and enjoyed as part of everyday life. Our range includes olive oils, olives, cheeses, pasta, spices, sweets, wines, coffee, juices, and many traditional Greek specialties.
Some of our most popular products include olive oil, Greek yogurt, feta cheese, olives, traditional pastries and desserts, wines, and products that many people remember from their holidays in Greece. These products often evoke fond memories of the sea, summer vacations, and special moments spent with family and friends, creating a strong emotional connection with our customers.
For someone exploring Greek cuisine for the first time, I would recommend starting with a few timeless classics: a high-quality extra virgin olive oil, authentic feta cheese, Greek olives, a traditional dessert, and a good Greek wine. Together, they offer a wonderful introduction to the true taste of Greece.

Atina Greek Market is more than just a store—it also reflects the spirit of Greek culture and gastronomy. How important is it for you to offer customers that authentic Mediterranean experience?
It is extremely important because Greek gastronomy is about much more than food—it represents a way of life. When people think of Greece, they often think of family gatherings, hospitality, long meals shared around the table, warm conversations, and the joy of appreciating life’s simple pleasures.
That is exactly the atmosphere we strive to create at Atina Greek Market. Our goal is not simply to sell products; we want every customer to feel welcome, to discover something new, to ask questions, and to leave with both a quality product and a positive experience. For us, an authentic Mediterranean experience is a combination of exceptional products, genuine hospitality, and personal recommendations that help customers connect with Greek culture in a meaningful way.

How do you see the future development of Atina Greek Market? Are there plans to expand the product range, open new locations, or introduce additional activities such as tastings and promotions of Greek gastronomy in Serbia?
We see Atina Greek Market as a brand with great potential for growth, but we want that growth to remain true to the values on which we built the business. We are continuously expanding our selection and introducing new, carefully chosen products that showcase the quality and diversity of Greek gastronomy.
Looking ahead, we would love to organize more tastings, product presentations, and events that give people the opportunity to experience Greek food and culture in a more interactive way. There is certainly an ambition to expand and potentially open additional locations in the future. However, our priority will always be to preserve the atmosphere that defines Atina Greek Market—a sense of warmth, trust, authenticity, and the genuine taste of Greece.