|Products||dairy, yogurt, ice cream|
Fage S.A. (Greek: Φάγε, IPA: [ˈfaʝe]) is a Greek dairy company and one of the major dairy brands in the country. It is headquartered in the Athens Industrial Area, west of downtown Athens. It manufactures dairy products including milk, yogurt and ice cream. The word φάγε (pronounced fa-yeh) is a singular imperative verb meaning 'eat!' (actually the initials F.A.G.E. stand for "Filippou Adelphoi Galaktokomikes Epicheiriseis", i.e., "Filippou Bros. Dairy Co.").
On September 1, 1926, Father Filippou opened a small dairy in Patissia and its yogurt became well known. In 1954, they created the first network of mass-produced yogurt in Attica. In 1964, the first yogurt-producing factory opened in Galatsi.
In 1974 the current FAGE factory was built. In 1975, Fage perfected the standardization of yogurt making, which radically changed the Greek market. This made the yogurt have a consistent taste and longer shelf life. New varieties and flavors were introduced shortly after. In 1981 exports to the European market began. TOTAL, the first strained yogurt, was introduced, becoming a huge success.
In 1991 Fage entered the cheese market, mostly manufacturing traditional Greek cheese. It produces, packs and supplies to consumers in Greece and abroad a variety of cheeses including its trademark Feta cheese. Today, FAGE has a large range of cheeses including: Feta, Graviera, Trikalino, Trikalino Light, Gouda, Edam, Plagia, Regato, Sandwich Cheese, Junior portions, Junior slices, Junior Meridoules, and Flair.
In 1993 Fage entered the fresh milk market, introducing FAGE Fresh Milk all over Greece. In this same year, the company built new factories exclusively for fresh pasteurized milk, a new line of pasteurization, homogenization, new machinery, and packaging.
Additionally, after a significant investment in research and machinery, Fage presented a new innovative product to the Greek market, High Pasteurized Milk, which created a new category of milk.
Today, Fage offers a wide range of milk including its most popular Farma Milk.
In June 1999, the dioxin problems that plagued several milk exporters from Belgium started a public scare that resulted in the disposal of all dioxin-affected milk. Several months later by the Fall, Fage's dairy products became free of dioxins and the company began to use milk exported from decontaminated countries.
In the late-1990s, with its popularity, Fage began marketing its products and began selling in Belgium, France, Germany, Italy, the Netherlands, and the United Kingdom. From 2001, its immense popularity even outside the worldwide Greek community and diaspora led to its introduction in the United States where it has located its headquarters in Johnstown, NY. The yogurt was later featured in Saveur magazine.
In the USA, it is featured in many magazines and books promoting healthy eating.
In October 2012, the company announced that it would be moving its headquarters out of Greece to Luxembourg. Reasons for the move include more favorable tax conditions, better access to bank funding, and a reduced exposure to the Greek financial crisis.
In 2007, Fage put a billboard along the route of the Macy's Thanksgiving Day Parade. The billboard looked as if a Tweety balloon had gotten stuck in the yogurt. In 2011, Fage began airing "its first television advertisements in North America," featuring voiceover work by actor Willem Dafoe.
- Greek Reporter "FAGE Moves its Headquarters from Greece to Luxembourg," Accessed October 10, 2012
- Murg, Stephanie (2011-03-10) Mullen Makes Mouths Water, Eyes Widen with Mesmerizing Yogurt Commercial, Mediabistro.com
- Chapman, Mike (2011-03-04) Fage, "Plain Extraordinary", Adweek