From family farming to supplying Europe’s snack industry: BIG interview with Vasso Amiridou

In a sector where consistency, quality, and vision are vital, Greek-based V.S. Potatoes has grown from humble beginnings into a key supplier for major food processors across Europe. Fructidor spoke with Vasso Amiridou, co-founder of the company, to learn how the business started, how it overcame early challenges, and how it's building long-term partnerships with both farmers and international buyers.

Fructidor: Can you tell us about your company — how it started and what your main activity is today?

Vasso Amiridou: We started working with potatoes in 2004, when Mr. Voitsidis Sokratis, the founder, planted his first crop. It was a difficult start, but we were determined to succeed. From the beginning, we focused on producing tasty, high-quality potatoes. Year by year, yields improved, and the business grew steadily. In 2016, after more than a decade of working the fields alone, we officially formed V.S. Potatoes. Since then, we've expanded our team, built partnerships with local growers, and now supply all the major brands in Greece. We’ve also begun exporting to the Balkans.

Fructidor: So before 2016, you were mainly farmers?

Vasso Amiridou: Yes, we were just farmers. We grew potatoes and sold them to snack companies. Our specialty has always been potatoes suitable for making chips.

Fructidor: How much land did you start with?

Vasso Amiridou: In 2004, we began with just 7 hectares. Now, we cultivate around 400 hectares.

Fructidor: And how do you handle storage and sorting?

Vasso Amiridou: Until 2010, we harvested and sold directly from the field. But after a difficult business setback that year, we realized we needed more control over the process. So, we invested in our own warehouse for sorting and handling. Now, we clean and prepare the potatoes ourselves before delivering them to our clients.

Fructidor: Do you process the chips yourselves?

Vasso Amiridou: No, we focus entirely on cultivation. We plant, grow, and harvest the potatoes. Then we sell them to all the major brands here in Greece — companies that produce chips, including very well-known names.

Fructidor: Are your potatoes used only for chips?

Vasso Amiridou: Mostly, yes. But we also grow varieties suitable for food service. For example, we exported a container of potatoes to Dubai in 2023 for restaurants and hotels. We're exploring new markets like this.

Fructidor: Which countries do you export to?

Vasso Amiridou: Mainly to the Balkans — Albania, Bulgaria, and Serbia. We're working to expand that, and Dubai is our newest market.

Fructidor: So if I buy chips in July, there's a chance they’re made from your potatoes?

Vasso Amiridou: Yes! Our harvest and sales run from mid-June to October. So, if you're eating chips during those months, there’s a good chance you're tasting our potatoes.

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