How to create the first luxury olive oil in the world

from your apartment with your laptop.

(dedicated to Ian Schrager)

Giorgos KolliopoulosGreece: Investment Forum “Moving Forward”

Hotel Grand Bretagne, 16-10-2012.

Ingredients:

1. One apartment 72 m2

2. One business (and not multimedia!) laptop

3. Passion

4. Vision

5. Perfectionism

6. A cat, preferably named Pitsika (for keeping you company during long hours of work)

and also…

A powerful motivation to reinvent the way weexperience life.

2007.

λ /lambda/ ultra premium olive oil.The first luxury olive oil in the world.

The first in the world to introduce the term “ultra premium”.

Olive oil gets its Premiumization touch.

The first in the worldoffered in an exquisite, handcrafted gift box.

Like a champagne or a grand wine.

The first in the worldto introduce olive oil, not as a commodity

but as a luxury good.

Chic and minimal.

2010.

Bespoke λ /lambda/.

The first personalized olive oil in the world.

The owner can have his signature on the bottle.8 people work 30 days to create this exquisite item.

Added value of exported branded Greek olive oil

Before λ /lambda/: 8-12 euros/liter λ /lambda/: 100-360 euros/liter

True liquid gold from Greece.

Worldwide Recognition.

“Brilliant”LA Times

“One man’s quest for olive oil perfection”The Sunday Times

“Really intense fruity flavor”Time

Worldwide Recognition.

Kitchen great”Times UK

“Peak Performer”Wallpaper

“Marvelous”Juan Mari Arzak (8th Best chef in the world)

“Impressive”Bill Marriott

Worldwide Recognition.

Silver Award Medal – New York Festivals 2008

Retail Presence

• UK (Harrods, with direct vendor agreement)• Abu Dhabi • Singapore• Hong Kong

and from our e-shop,

everywhere around the globe

from Alaska to Ghana.

λ /lambda/ selected by Harrods’ for this Christmas.

Among the finest delicacies for the Harrodian, the Harrods' Christmas selection.

“We shouldn’t design anything the old way.”

Takis ZenetosThe most innovative Greek architect of the 20th century

Innovation (definition):

• Self Confidence

• Stay Awake all night to think about the idea

• Scary (when it is not scary, it is not innovation)

• Reinvent (even the way you sit at the chair)

• Listen to the pop culture (youngsters, rock music etc.)

• Don’t listen to the old culture (professionals, experts etc.)

• Fail many times, fail fast and get up again

And above all…

Create

Extreme Value

with your

Extreme

Persistence.

Thank you.