CEOs Dinner | Building Through Risk: Spyros Theodoropoulos on Entrepreneurship & the Future of Greek Industry

At the latest CEOs Dinner hosted by Endeavor Greece, we had the honor of welcoming Spyros Theodoropoulos, founder of the food group BESPOKE SGA HOLDINGS SA and Chairman of the Board of Directors of SEV hellenic federation of enterprises, a defining figure of Greek industry and long-time advocate of entrepreneurial growth, for an open and deeply insightful discussion with members of our community.

Over dinner, Mr. Theodoropoulos reflected on his multi-decade entrepreneurial journey - the pivotal decisions, the risks that shaped entire markets, the failures that taught resilience, and the mindset required to build enduring companies. With characteristic clarity and pragmatism, he offered a grounded yet aspirational view of how Greek entrepreneurs can navigate uncertainty, innovate with intention, and scale with purpose.

From Trader to Builder: The Decisions That Define a Career

Mr. Theodoropoulos began by revisiting the strategic choices that reshaped his trajectory - starting with the moment he left commerce and stepped into production. This, he noted, was the decision that unlocked everything that followed.

But it was the creation of Bake Rolls in 1994 that became the defining entrepreneurial leap of his life. Developing a product that did not yet exist required inventing proprietary machinery, including a 400-meter production line that cost nearly as much as an entire year’s turnover. The risk was monumental - but so was the outcome. For 31 years, Bake Rolls remained without real competition.

His journey is not one of uninterrupted success. Failed attempts - from chocolate-covered biscuits to pita chips and nut bars - were equally formative. “In innovation,” he reminded the room, “one out of five ideas will work - and the other four will fail. That’s the price of progress.”

Seeing Beyond the Present: The Greek Business Environment Today

Reflecting on the broader ecosystem, Mr. Theodoropoulos emphasized that Greece’s business environment, despite its friction points, is far stronger than in previous decades. Taxation is more stable, financing options for SMEs have expanded, and European programs have opened new paths for growth.

Yet some barriers persist. Licensing delays and bureaucratic friction continue to hold back investment. At the same time, market transformation is accelerating - faster technology cycles, global competition, and shifting consumer expectations demand new levels of agility.

On AI, he offered a counterbalance to prevailing narratives: while transformative in the long run, its immediate impact may be overstated given the high entry cost and immense energy requirements. Businesses, he argued, must stay informed without being swept up by hype.

Why Scale Matters: Mergers, Partnerships & Building Competitive Advantage

The conversation turned to a topic he is deeply passionate about: the need for Greek companies to join forces.

In a world where size shapes bargaining power, advertising effectiveness, and export capability, scale is no longer optional - it is a strategic necessity.

Mr. Theodoropoulos has never built companies alone. Partnerships, he explained, are the backbone of sustainable entrepreneurship - grounded in transparency, aligned incentives, and “clean books.”

Larger organizations unlock economies of scale, better supplier negotiation, and the ability to compete globally - particularly in food and FMCG, Greece’s leading export category.

Productivity as a National Priority

One of the strongest arguments of the evening was his call to shift the country’s development model toward productivity, not headcount. With labor shortages affecting nearly every sector, he stressed that public incentives must evolve: rewards should go to businesses that increase output through automation, efficiency, and innovation.

His proposal: • measure productivity by sector, • highlight top performers, • link higher productivity to higher wages.

Improving output, he noted, is a shared responsibility: entrepreneurs must modernize and invest in automation, and the state must streamline processes that still slow progress.

How Entrepreneurs Think: Instinct, Decisions & the Weight of Responsibility

For small and medium-sized businesses - the backbone of Greece - the entrepreneur’s personality is the strategy.

He recounted lessons from his mentor, Mr. Olayan: the danger of overhead expenses, the importance of fair compensation, and the effectiveness of lean organizational layers that enable speed.

Ultimately, decisions are made with a blend of numbers and instinct. “You take decisions in your stomach, not in spreadsheets alone.”

Family, Succession & the Freedom to Choose

Discussing succession, he expressed a philosophy rooted in respect: the greatest gift a parent can offer is the freedom not to follow the family business. Pressuring the next generation, he warned, leads to poor outcomes for both family and company.

What Drives a Founder

Throughout the evening, one theme surfaced repeatedly: creation. For Mr. Theodoropoulos, building is not a destination but a state of being.

“Life is not about reaching a point. It’s about feeling useful, alive, and creative.”

Money, he stressed, must be respected but never worshipped. True owners of a business are the people whose lives depend on it - its employees.

Giving Back Through Knowledge: The Responsibility to Strengthen Greece

The dinner closed on a note that resonated deeply with the room. Sharing expertise, mentoring young founders, and contributing to a stronger ecosystem are obligations - not luxuries.

Making Greece better may not yield immediate results, he said, but the impact compounds over generations.

What worries him most? That his generation leaves behind a society where money has become the only value, often without questioning how it was earned.

A Final Thought for Leaders

Mr. Theodoropoulos left the group with a message that captures the essence of his philosophy:

Entrepreneurship is built on risk, resilience, and creation and leadership endures when it is guided by values, clarity, and honesty.