The 3rd TrophyΤροφή Meet-Up 2026 in Thessaloniki concluded with great success, focusing on “The Circular Economy as a Source of Business Value”
Featuring insightful contributions, in-depth discussions on the crucial issue of the circular economy, and students taking centre stage in a lively ideation workshop, the third Meet-Up of New Agriculture New Generation’s TrophyΤροφή 2026 programme took place on Wednesday, 14 October, at the Research Dissemination Centre (KEDEA) of Aristotle University of Thessaloniki (AUTH).
Under the central theme “Circular Customer Experience: How the Circular Economy Adds Value for Customers”, the event attracted a large number of students, entrepreneurs, members of the academic and research community, and other professionals from the wider agrifood innovation ecosystem.
The Meet-Up was organised by New Agriculture New Generation, with the support of EIT Food’s Grow and DS Smith. It was co-organised with the Interdisciplinary Agrifood Centre (KEAGRO) of Aristotle University of Thessaloniki (AUTH).
From circular economy applications to competitive advantages
The event opened with welcoming remarks by Panagiotis Menexopoulos, Second Vice-President of the Thessaloniki Chamber of Commerce and Industry (TCCI) and CEO of Menexopoulos Bros S.A.
This was followed by a presentation on the Meet-Up’s central theme by Theodosis Roussos, Sales Manager at DS Smith Hellas. He highlighted the practical importance of sustainable packaging and presented illustrative case studies demonstrating the benefits for the entire agrifood value chain.
The first panel, entitled “The Circular Economy in Agrifood: Applications and Partnerships in Practice”, focused on opportunities to integrate circular practices into production, resource management and the operations of businesses across the agrifood chain. Particular emphasis was placed on the importance of collaboration between businesses, the scientific community and producer organisations in translating circularity principles into practical solutions.
The discussion featured Michalis Andreadis, Supply Chain Planner at Provil SA; Thanasis Savvakis, CEO of Biosolids; Dr Ourania Notta, Professor at the International Hellenic University and Director of the university’s Institute of Agricultural Industries; and Korina Chatzigeorgiou, CEO of Agrinow. The panel was moderated by Ourania Menkissoglu-Spiroudi, Professor Emerita at AUTH and President of KEAGRO-AUTH.
The second panel, entitled “How Circularity Can Serve as a Competitive Advantage”, focused on the business dimension of the circular economy and how sustainable practices can strengthen competitiveness, create new growth opportunities and deliver additional value to consumers. Central to the discussion was the need to connect environmental responsibility with business strategy, innovation and today’s market demands.
The discussion featured Michalis Fygkioris, ESG Manager at Diamantis Masoutis S.A.; Panagiotis Menexopoulos; Eftichios Sartzetakis, Professor at the University of Macedonia; and Apostolos Stoikos, Project Development Director at ZANAE. The panel was moderated by Stergiani Ordoudi, Associate Professor at AUTH.
Both panels highlighted that, beyond its important role in reducing the environmental footprint, the circular economy can serve as a valuable tool for business growth, strengthening efficiency, product differentiation and the development of new partnerships throughout the agrifood chain.
The strong interest in the topics explored was also reflected in the active participation of the audience, particularly students, who asked questions and engaged in a lively dialogue on the challenges and opportunities that the circular economy creates for the agrifood sector.
From knowledge to practice: developing innovative business ideas
In the second part of the event, Chrysa Petala, Programme Development and Innovation Officer at Walk – AUTH’s Entrepreneurship and Innovation Centre, presented initiatives and opportunities that support innovation and entrepreneurship in the circular economy.
An interactive ideation workshop followed, inviting participants to draw on the knowledge and inspiration gained from the discussions to develop their own innovative business proposals. Through collaboration and the exchange of views, the workshop connected current challenges in the agrifood sector with creative thinking and the search for new business solutions.
The process concluded with presentations of the ideas, and two teams were selected to advance to the next phase of the programme.
The first team’s proposal focuses on smart approaches to managing and utilising food residues from large hotel establishments. The second focuses on by-products from specific agrifood industries, aiming to process them for use as construction materials.
The 3rd TrophyΤροφή Meet-Up was undoubtedly a dynamic event that helped disseminate and develop innovative, practical knowledge and ideas on the circular economy. Reflecting on the event, Michalis Fygkioris, ESG Manager at Diamantis Masoutis S.A., stated:
“Retail, as the link between producers, processors and consumers, plays an important role in the circular economy. At Diamantis Masoutis, guided by our ESG strategy, we seek to encourage our partners and raise consumer awareness of responsible waste management. Our participation in TrophyΤροφή also highlights the value of connecting the academic community with entrepreneurship, giving young people opportunities to develop innovative and sustainable solutions.”
What comes next for TrophyΤροφή 2026
The teams that advanced to the next phase of TrophyΤροφή 2026 will have the opportunity to receive specialised advisory support from the Hellenic Volunteer Managers Centre (KEMEL) and Deloitte to further develop their business proposals.
They will also be able to compete for the overall award at TrophyΤροφή – The Event, which will take place at the end of the year. The winning team will receive a prize worth €1,200, supported by the Citi Foundation through the BE Future Ready programme, to purchase products or services related to implementing its business idea.
In addition, with the support of Envolve Entrepreneurship, the winning team will gain direct access to the bootcamps of EnvolveXL, an accelerator programme for early-stage startups.
Find out more about the TrophyΤροφή 2026 programme.
