90 years of quality and tradition

Mitsides has been successfully providing quality products on the Cyprus market and giving back to society for nine decades now. The business was launched in 1932 by brothers Chrysostomos and Costas Mitsides, established timber merchants at the time. A series of circumstances led them to the purchase of a traditional flour mill in the old city of Nicosia, opposite the historic Famagusta Gate and started their flour and pasta business.

Mitsides flour has been on the market since then, while the company’s first pasta production, initially branded as ‘Krinos’, were sold in bulk in wooden boxes and later wrapped in paper in 1.5 okkades (a measurement unit introduced during Turkish rule) which corresponds to 2.5 kilograms. As a brand name, Mitsides pasta was introduced to the Cyprus market in 1961, when the first automated pasta factory was created.

Impressive shares

The business steadily grew and the market share increased with each changing management. The Mitsides Group has become the largest and most experienced flour and pasta industry in Cyprus, with an impressive 55% market share in packaged flour and 40% in pasta.

Beyond the flour and pasta traditional sectors, the company is also active in grain trading and the sale of other relevant products with the Mitsides brand name, such as processed tomato products, pasta sauces, ravioli, bulgur wheat, rice, stocks and legumes. We also provide a wide range of raw materials for the baking, confectionery and ice cream industries.

Beyond Cyprus

Mitsides flour and pasta are the only Cypriot branded flour and pasta products to be sold abroad. Export destinations include the UK, the Middle East and the Arab Gulf. The company also made a significant strategic move towards the foreign expansion of its operations 18 years ago, through the 100% acquisition of a Serbian company, active in the production of flour, pasta and bakery products, as well as the trading of grains. The company is now run by Mitsides under the name Mitsides Point D.o.o

Two flour mills and 14 silos

Mitsides owns 14 grain silos of a total capacity of 20,000 tons and operates two flourmills, one in the centre of Nicosia and one at Aradippou industrial zone in in Larnaca. Both are combined mills that can handle all kinds of wheat, soft, hard and durum, as well as other cereals. With a total milling capacity of 260 metric tons per day, they produce a wide range of quality flours, such as culinary flours, bread making flours, village and whole-wheat flours, semolinas and by-products such as bran and fine bran. Mitsides also owns two fully automated Mixing Plants, unique to Cyprus, which offer substantial flexibility to the company, by producing an extensive line of specialized flours and ready mixes, such as multicereal, multigrain, whole-wheat flours, tsoureki mixes and many others, in packages of 1 to 25 kilos, which may cater for every need.

The Mitsides Pasta Factory was built in 1989 in Dhali Industrial zone, using all state of the art Italian technology and produces a wide range of both dry and fresh / frozen pasta products, such as traditional Cyprus ravioli.

In Serbia, Mitsides Point owns a modern Pasta Factory with a 50 ton production capacity on a daily basis.

Mitsides employs around 170 people in Cyprus, that include qualified personnel in Production, Sales, Marketing, Finance, Food Technology and Quality Control.

Strict Quality Control is exercised over all process functions and at all production stages, from the selection of raw materials to the distribution of finished goods. Mitsides is certified to both the ISO 22000:2005 (HACCP) Food Safety Management and the ISO 9001:2015 Quality Systems.

Pizza Hut Distributor

Mitsides is the most important exporter of Cyprus pasta and flour, with the main destinations being the Middle East, the Arab Gulf and the UK. The largest export of shares involves flour sales to ‘Pizza Hut’ restaurants across the Middle East and the Gulf, in the framework of the Yum!Brands Inc. Mitsides became an international flour supplier for Pizza Hut International in 1998.

Landmarks

1932

‘Chrysostomos and Costas Mitsides’ partnership set up.

1955

Τhe first automated roller mill is imported from MIAG Germany.

1961

The first automated pasta making machines are imported from Italy’s Braibanti. Mitsides pasta is marketed.

1965

Τhe Mitsides traditional pasta is introduced in the classic paper box, marketed with the ‘Fythhiotiko’ (embroidery made in Paphos) and the tsestos (traditional round basket), a design that has not changed to this day. Exports begin to the UK.

1970

A massive blaze destroys the Mitsides Flourmill in Nicosia.

1972

The flourmill is built in the same area, now automated. The partnership turns into the ‘Chr.&C.Mitsides’ Limited company.

1988

Construction of the new Mitsides pasta factory is completed at the Idalion Industrial Zone.

1998

New office space and warehouses at Idalion Industrial Zone. Mitsides is approved as one of the five international suppliers of flour for Pizza Hut restaurant chain.

2000

‘Chr&C.Mitsides becomes a public company.

2004

The company expands to the Balkans, with the acquisition of a share in a Serbian flour and pasta company.

2005

‘Chr&C.Mitsides Ltd’ is renamed ‘Mitsides Public Company Ltd’.

2010

Mitsides completes the 100% acquisition of the Serbian flour and pasta company, renamed Mitsides Point.

Ιδρυτές και συνεχιστές

The business acumen, vision and bold steps of two people made it all happen. And they weren’t even in the flour milling industry. Tinder merchants Chrysostomos and Costas Mitsides from Lefkonikon were actually forced into the flour business by a lucky circumstance as it turned out. The two brothers, who owned a commercial ship and imported timber, had signed as guarantors for the funding of a traditional stone mill on Nikiforos Fokas street, right opposite the historic Famagusta Gate. When the owners went bankrupt, they had to pay off the debt. So they sold off their ship, mortgaged their homes and actually bought the stone mill. They used to joke about it for years, saying that they had turned from ‘shipping tycoons’ to ‘millers’.

In the post WW2 years, the 2^nd Mitsides generation gradually started taking over the business, namely Petros and Stelios Mitsides, sons of Chrysostomos and Petros and Mikis, Costas’ sons.

The Group’s management is now in the hands of the Mitsides 3^rd generation, with members of the 4^th generation also involved. Mitsides is now a Public Company with Board of Directors and Constantinos.P.Mitsides being the Board Chairman and Managing Director. The board includes independent advisors.

Vision, dedication, teamwork

It all started in 1932, when brothers Chrysostomos and Costas Mitsides bought a traditional stone mill in the old part of Nicosia. This was the beginning of an ongoing path of excellence and quality, which passed down from generation to generation.

In the decades that followed, this small family business flourished into the largest and most experienced flour and pasta manufacturer in Cyprus.

Today Mitsides dominates the Cyprus market, enjoying an impressive 98% brand awareness on the island, and commanding equally impressive shares of around 40% and 50% in the local pasta and flour markets respectively.

Moreover, Mitsides products are successfully spreading to overseas markets, earning international acclaim.

Managing Director Constantinos Mitsides spoke to us about the company’s history, today’s realities, future prospects, landmarks and the post-pandemic era.

The history

What’s it like heading up a group with such a prestigious name?

It is surely a massive responsibility, more so now when the Group has become a public company and has been listed at the Cyprus Stock Exchange. Following a 90 year successful course and the vision of our predecessors is definitely a hard act to follow, a heritage that’s a difficult task. The Cypriot consumers’ steadfast support and trust is a great motive to continue on the same path and adapt the business in accordance with 21^st century business demands.

What does the history carry forward?

Success comes through vision, hard work, focusing on customer satisfaction and taking care of your own.

What is your DNA and what determined it?

Our DNA was established through the values and principles that our founders and grandparents instilled in the business; respect to customers and associates, society and personnel.

The 1970 fire

A time that you thought was critical for the Group? Any memorable incidents, both first hand or thirty party accounts?

An important moment of the Group’s history, in a most tragic way, was the massive blaze that completely gutted the old Nikiforou Foka flourmill on September 5^th 1970. I was but a little boy at the time and was holidaying with the whole family at our summer home in Keryneia. My father received a phone call and rushed to the scene. I remember that the company was on the verge of bankruptcy at the time, as the production and distribution line was lost. It took a great number of sacrifices, bold moves and the support of the staff to proceed with immediate rebuilding. A new flourmill was up and running in the same area over a period of just a year and the Group moved forward, climbing to a leading position in market share.

The most important work or decision?

The most important decision of the recent past was being listed in the Cyprus Stock Change in 2007. This move eliminated any kind of introverted behaviour and forced the company to introduce modern systems of corporate government that were harmonized with the Group’s family characters and values, a smooth transition which led to significant growth.

Three success ingredients

What is the best advice given to you and what would you advise young professionals in turn?

I received the best advice from my father just before he retired. He told me to never forget that success over time depends on the good name that the company needs to build with consumers, associates and personnel. The best advice I could give young entrepreneurs is to believe in their own strength and vision, as well as always keep in mind that success is only possible through collective hard work, under the guidance of a prudent leader. And an effective leader is the sum of three ingredients; a) being able to be a leader, b) wanting to be a leader and c) being wanted by others as a leader!

Investment plans

Any major works or acquisitions in store?

One of the Group’s basic goals is to concentrate all production units at the Idalion Industrial Zone, where the company owns 22 acres of land. Beyond our central offices and warehouses, silos, pasta making factory and special mix production unit, we plan to construct the new flourmill there too, replacing the existing ones at the centre of Nicosia and Aradippou.

This move will significantly reduce costs and the company’s economies of scale and also provide the opportunity of utilising the property of the Nicosia flourmill, situated in a primary old city location, right opposite the Famagusta Gate.

The post-pandemic era

We’re living in tough times. Before Cyprus had a chance to recover from the financial crisis, covid came along with its repercussions. How do you see things post–pandemic?

Unfortunately over the past decade, our economy has faced a number of crises that forced us into a new order of things, both financially and socially, where citizens and private businesses bear the greatest burden. The pandemic brought about an unprecedented closure of the global economy, right into uncharted water, as the tourism and food industry took the biggest blow.

A leader in pasta and flour making as well as bakery and confectionery raw materials, our Group was severely hit by the closure of restaurants and tourist resorts. To a certain degree, this was balanced out by the spectacular rise in the consumption of retail trade basic foodstuffs.

However, a chain reaction in the rise of prices of raw materials, such as wheat, energy and transport, which unfortunately do continue, have brought about enormous strain on the Group’s financial indicators, as due to the competition it took a while for these rising costs to reflect on product prices.

We’re experiencing yet another pandemic wave today as the Omicron mutation, though not closing the market down, have significantly reduced people’s mobility and socialisation, once again coming down hard on the food and drink industry as well as events. I do believe that we are nearing the end of the pandemic and approaching an endemic phase, which will keep affecting us for a few years to come.

Catalytic change

Have society, citizens, consumers, changed?

Along general lines, the pandemic has brought about dramatic changes in both social and individual patterns. For one, it has speeded up the use of technology in communication, while working from home has come to stay.

Consumer habits have also changed, with internet purchases and home deliveries increasing significantly, not just for food, but many other products. Home schooling is now also well into our lives, while the value of a reliable state health system has also come to the fore. But there’s been major psychological repercussions too, out of isolation and limited physical contact between people; we will need to manage that in the future.

Everyone now realises that globalisation and easy mobility of people and goods means that we’re all affected by events anywhere on the planet. So cooperation, coordination and a clearly laid out strategy between governments is of vital importance in dealing with global crises.

Timeless social contribution

Since establishment in 1932, Mitsides Public believed in giving back to society, being a living breathing cell of the social fabric.

It’s not just corporate responsibility, but a timeless debt of responding to people’s love, trust and support.

Mitsides Public was created during tough times for Cypriots, years of widespread poverty. With the first headquarters of the company right across from the poorhouse of the old walled city of Nicosia, the founders considered it an obligation to support those in need.

This kind of human centered mentality became a fundamental principle passing on to the next family line of managers. Without fail, Mitsides annually provided large quantities of free products and made financial contributions to disadvantages individuals and families, as well as relevant groups and associations.

Corporate Social Responsibility was set up on a much more organised basis 15 years ago, with the company moving beyond charity into special campaigns and more cause-targeted actions every time.

On its 75^th anniversary in late 2007, Mitsides Public announced its sponsorship of the Cyprus Olympic Committee for the 2008 Beijing Olympics, contributing more than 100 thousand euro.

Multi-faceted action

Mitsides Public developed wide ranging, urgent and intense social action during the 2012-13 financial crisis in Cyprus, supporting large families through the Pancyprian Organisation of Large Families. The company provided free products to social groceries, organised free meals and  made contributions to the Red Cross, Alkionides, Vagoni Agapis, Lefkosiazo and many other charity groups. The total was more than 25 thousand free packages.

In the next year, Mitsides Public launched its support of ‘Hope for Children’, making a significant contribution to creating the facility housing unprotected children, undertaking the renovation and furnishing of the House of Hope kitchen and dining hall. It continues to provide free products for the children every month.

Several campaigns and targeted actions became established from 2017 onwards as annual events. That includes the publication of Baby Cookbook, a series of children’s recipes books, distributed by Phileleftheros over the past five years as a Mother’s Day gift.

Yet another campaign that was established annually is the Easter event ‘Lovingly making bread for life’s miracles’, that’s been supporting premature babies for five years now, in coordination with the ‘Baby Miracles’ Association’. Part of the funds from flour sales go towards the purchase of medical equipment for the Neonatal Intensive Care Unit at the Makareion Hospital. The company has so far donated two vital organs monitors, a complete multiple phototherapy system and two non-invasive assisted breathing machines for babies.

Another social contribution event is ‘Lovingly Making Bread for life’s miracles.The ‘Pasta and Love Month’ is also an established annual campaign, held in October, on the occasion of World Pasta Day, celebrated on October 25th. Proceeds of monthly sales go towards charitable organisations, such as ‘One Dream, One Wish’, ‘Alkionides’, ‘Hope for Children’, ‘Karaiskakio Foundation’ and many others. The latest to benefit from this initiative, last October, was the regional primary school of the Larnaca and Limassol communities affected by the massive forest fires of early July 2021. It provided interactive touch boards, computers, tablets and educational games.

INTERNATIONAL COLLABORATIONS

To date, the most important collaboration of Mitsides Public at an international level is Yum!Brands (former Tricon Inc.), the company having the global franchise rights for international chain of restaurants Pizza Hut, Taco Bell, KFC and others.

It was launched in 1998 following a two year strict monitoring period of quality control, hygiene and safety standards, with Mitsides approved as an international supplier of flour for Pizza Hut.

As such, it provides flour to numerous Pizza Hut restaurants across the Arab world and the wider Middle East.

This has brought international recognition and prestige to Mitsides Public, not withstanding a number of awards by Yum!Brands.

Yet another significant collaboration is the on-going agreement with Belgian Puratos N.V, the largest international company in bakery and confectionery raw materials. The deal was signed in 1997, making Mitsides the sole distributor of Puratos products in Cyprus.

Similar agreements followed over the next two decades and Mitsides is now sole importer and distributor of a wide range of raw materials for confectioneries, bakeries and other food industries by top companies in the sector, including Puratos, Belcolade, Leman, Smet and Cargill of Belgium, Pregel, Pavoni, Laped, FB-Berton and Novacart of Italy, Patifrance of France, Rountas and Lekos of Greece, as well as many others.

They include special mix, other mixtures and bakery additives, margarine, chocolate, cream, frosting, ice cream base and other similar products.

Major international and local awards

The most important of the company’s international awards resulted from its cooperation with multinational Yum!Brands (former Tricon Inc) as approved supplier of flour for Pizza Hut International.

Emerging as a winner over giants included in the chain’s international suppliers, Mitsides distinguished itself for its quality, hygiene, service and sales, securing the following awards:

2000 – Middle East Supplier of the Year.

2001 – Middle East Supplier of the Year.

2001 – International Supplier of the Year.

2003 – Middle East Supplier of the Year.

2005 – Middle East Supplier of the Year.

Local awards

Mitsides Public has also won a number of local distinctions.

Here are the most recent ones:

2018-4^th Corporate Social Responsibility competition by the National Volunteering Council.

2018 – In Business Awards –industry/processing category.

2019 – 6th In Business Grocery Retail Awards – Natural Mitsides stocks.

2021 – Chamber of Commerce and Industry Business Leader Award awarded to Constandinos.P.Mitsides in the Commerce category.