THE MARKET FAGE Is Greece's Leading Yogurt Company, Pro

GREEN FOCUS FAGE’s presence in Johnstown, New York, has proven to be a win-win for the company and its chosen locale. For a gauge of the company’s success, yogurt sales have gone from 2,000 imported tons in 2004 to presently being able to produce up to 85,000 tons. And as with any yogurt factory process, such activity creates whey, but in this case it is not wasted. Whey from the burgeoning FAGE plant in Johnstown is pipelined to the town’s wastewater treatment facility to produce methane gas that runs that facility’s generators. When operations began in 2008, the town’s plant was producing 30 percent of its own power. With the increased activity resulting THE MARKET relocated from Galatsi to the Metamorfosi area FAGE is Greece’s leading yogurt company, pro- of Athens, FAGE was the first company to intro- from FAGE’s success, the town’s plant is now producing close to 80 to 100 ducing milk, cheese, and yogurt for customers duce branded yogurt products to the Greek mar- percent of its electricity, saving Johnstown $600,000 annually in electric worldwide. Owned and strategically led by the ket. These products, which carried the FAGE bills. Moreover, because of the cost savings, Johnstown has been able to Filippou family since its founding in 1926, FAGE trademark, were sold in smaller, sealed tubs and reduce its sewer rates for town residents. features traditional-style Greek yogurt known presented in attractively designed packaging — for its famous taste and texture. FAGE first similar to the designs still used today. distributed its products in the United From its roots as a local Athens dairy 100 percent natural ingredients and contains no leading yogurt company and operates three pro- commitment to its unique premium positioning States in 1998. FAGE’s U.S. plant in producer, the brand expanded added sweeteners, thickeners, or preservatives, duction facilities in Greece. in the market. The FAGE Total brand continues Johnstown, New York, opened its throughout Greece as well as and no powdered milk, powdered cream, or pow- In 2006 Athanassios Filippou, son of Ioannis to lead with innovative integrated marketing that doors in early 2008, officially making internationally. Exports to the dered protein. Approximately four pounds of raw Filippou, became chief executive officer, and spans dynamic social marketing programs to FAGE the first Greek company produc- United Kingdom began in 1980, milk are needed to make just one pound of his brother Dimitrios Filippou became vice extensive national TV and print campaigns. ing Greek yogurt in the United States. to Italy in 1983, and to the United FAGE Total Greek Yogurt. That’s because FAGE chairman. Athanassios-Kyros Select FAGE products are currently States in 1998. FAGE continues to Total is authentic Greek strained yogurt, made Filippou, son of Kyriakos, BRAND VALUES available in Greece, the United Kingdom, enjoy growth in these countries as well as using a natural straining technique that removes became chairman in 2010. For thousands of years, Greek Italy, the United States, Germany, and many others. excess water, dissolved salts, and sugars. The Ioannis and Kyriakos remain cuisine has been built around Cyprus, among 30 other countries. Amer- In June 2000 the company established the result is a unique, 100 percent natural, thick and as lifelong honorary chairmen two ideas: the freshest possi- icans are now coming to appreciate the ben- subsidiary, FAGE USA Corp., to import and fur- creamy yogurt with more protein and fewer car- and nonexecutive directors. ble ingredients and simple efits of this old-world yogurt, and the market ther promote FAGE Total in the United States. bohydrates than common yogurt. In January 2012 FAGE preparation. That tradition has for FAGE Total is thriving. People started tasting this authentic Greek Nothing resembles the delicious taste and ver- expanded its line of luxuri- been at the center of FAGE strained yogurt with its famous taste and texture, satility of FAGE Total Greek strained yogurt. ously rich and creamy Total since its founding in 1926, ACHIEVEMENTS and the demand grew. After only four years of For people around the world, FAGE Total is 0% yogurt with new flavors, and it’s the key reason Greek FAGE has received many accolades for its prod- sales in the United States, and with sales of over more than Greek yogurt. It’s part of life. When including raspberry. FAGE cooking is considered one of uct and is consistently rated the best- 2,000 tons of imported yogurt in 2004, the brand they eat FAGE Total, they are part of the ancient Total 0% Raspberry features ripe raspberries the healthiest diets in the world. FAGE Total is tasting yogurt. FAGE Total garnered high marks recognized an opportunity. Greek tradition of “good living,” and by cooking alongside delicious nonfat, authentic Greek proud to be part of that Greek heritage, offering a from the International Taste & Quality Institute In February 2005 construction with it, they are bringing the healthy strained yogurt. In addition to Total 0% Raspberry, thick, healthy, and uniquely delicious taste with in Brussels, Belgium; was named the Best Plain HISTORY began on a state-of-the-art Mediterranean lifestyle into their diet. Total 0% flavors include Strawberry, Peach, every bite. FAGE Total isn’t Greek-style yogurt. It Yogurt under 100 Calories and one of the Best In 1926 Athanassios Filippou production facility for FAGE In Greece, it’s eaten at all hours of the day. Blueberry, Apple Cranberry, Mango Guanbana, is authentic Greek yogurt, made by the same Foods for Men by Men’s Health magazine; and opened a small dairy shop at 213 Total in Johnstown, New Tossed with cucumbers and garlic, it’s the tradi- Honey, and many others. Greek family and with the same family recipe for Patision Street in Athens, Greece. At the time, York, and FAGE began manufacturing its prod- tional dish of Tzatziki, and a perfect complement FAGE has started major expansions that over 85 years. the shop’s location was part of the countryside ucts in the United States in 2008. The will double the size of its plant in With almost 90 years of history, FAGE is and had only a single train station nearby. Little 220,000-square-foot facility north of New York Johnstown. This growth represents an dedicated to this vision: To be a dairy company by little as travelers would come and go, City represents a $200 million investment into investment of $120 million in the that contributes, through continuous develop- Filippou’s store became known for its delicious, creating a highly automated, state-of-the-art Johnstown area, including $100 mil- ment of innovative and high-quality products, to creamy, one-of-a-kind yogurt. plant that produces the famous FAGE Total with lion at the plant and $20 million at a the balanced nutrition and healthy lives of con- With great care and passion, Athanassios nur- the highest standards of product quality, hygiene, pretreatment whey facility. sumers around the world. tured the business and his authentic Greek and safety. FAGE is guided by the principle of providing strained yogurt recipe. He brought in his sons, PROMOTION the very best to its consumers. The original Iaonnis and Kyriakos, and thus was born a family THE PRODUCT As any company in the age of social Filippou family motto, “We would never make a business named FAGE (pronounced “fa-yeh”). FAGE Total Greek strained yogurt is a yogurt media knows, the most effective pro- product that we would not give to our children,” is In 1954, guided by his father, Ioannis Filippou like no other. Made from an authentic family motion comes from passionate fans of just as relevant today it was at the company’s helped to create the first wholesale distribution recipe that dates back to 1926, FAGE Total uses the product. FAGE Total’s Facebook inception in 1926. network for yogurt in Greece. Within page already has over 1.3 million Sante, the magazine for restaurant professionals, a decade, Ioannis and his brother, fans. From film and TV celebrities to honored FAGE with its Gold Star Award. Kyriakos, opened the company’s first chefs and moms across the United THINGS YOU DIDN’T KNOW ABOUT FAGE Total Greek strained yogurt is pure yogurt production facility in Galatsi, States, all share a common passion for FAGE and simple, and uses only raw, 100 percent natu- Athens. to lunch or dinner. Drizzled with honey, FAGE FAGE Total. Their desire to introduce FAGE ral milk and cream supplied from rBGH-free From its inception until the mid- Total is a simple yet indulgent dessert. It tastes Total to their friends has been instrumental in m The family recipe that started it all off for cows — all the calcium-rich benefits of real 1970s, FAGE was involved primarily simply amazing. the growth of the brand. This phenomenal word- FAGE Total has remained unchanged for dairy ingredients, with nothing artificial. in the small-scale production and dis- of-mouth endorsement has helped established more than 85 years. FAGE is committed to a healthy environ- tribution of traditional Greek yogurt. RECENT DEVELOPMENTS FAGE Total as the first Greek yogurt brand in ment. FAGE sets an internal waste goal far more During that time, retail outlets typi- FAGE has come a long way from its humble the United States. m The U.S. FAGE plan in upstate New York stringent than industry standards, and is con- cally sold yogurt as a commodity beginnings. The corporate headquarters and FAGE has built upon this growth with an — a round-the-clock operation — is state stantly searching for less polluting forms of product in bulk quantities, and the largest production facility remain to this day in extensive track record of successful product of the art, with the highest possible energy in its office and production facilities.

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