Athenian Brewery

The “Smart Seeding” initiative aims to create a digital ecosystem for sustainable agriculture, driving the economic, social, and environmental transformation of Greece’s primary sector.

Through the development of a digital precision farming platform, the initiative aspires to:

• to empower farmers,
• to reduce carbon emissions by up to 30%,
• to optimize resource usage,
• to increase productivity by up to 10%,
• and to promote collaboration between the business, scientific, and farming communities.

Its ultimate goal is to ensure the long-term sustainability of barley cultivation and to enhance the resilience of Greek agriculture in the face of modern challenges—through a model that can be scaled and replicated across other crops and regions.

It is addressed to more than 2,000 farmers across Greece, with whom we collaborate through the company’s Barley Contract Farming Program, which has been implemented since 2008.

From the initial research and field measurements conducted by the Agricultural University of Athens, to the development of the demo, the final version of the digital platform, and the training of farmers, the total implementation period of the project spans from May 2024 to December 2025.

“Smart Seeding” is a strategic ESG initiative by Athenian Brewery that bridges innovation, agriculture, and science with the goal of promoting the sustainable transformation of Greece’s primary sector.

It represents the natural evolution of the company’s Barley Contract Farming Program, which has been in place since 2008, in collaboration with more than 2,000 farmers across Greece. Building on this strong foundation, the initiative is further strengthened through a strategic partnership with the Agricultural University of Athens, and more specifically, its specialized scientific team in digital agriculture.

The initiative aims to develop a digital precision farming platform, tailored to the specific needs of barley cultivation, offering:

• Carbon footprint calculation
• Yield forecasting & real-time alerts
• Guidance on best sustainable practices
• Ongoing training and technical support for farmers

The platform leverages satellite data, field sensors, weather models, and artificial intelligence algorithms, empowering farmers with a data-driven decision-making tool that supports sustainable farming.

The project was initially piloted in Thessaly, in response to the catastrophic effects of storm Daniel, and has since expanded to farmers nationwide.

ESG Footprint

• Environment: Reduction of CO₂ emissions by up to 30%, through optimized use of fertilizers and natural resources, contributing to the company’s Scope 3 emission reduction
• Social: Empowerment of farmers, increased resilience of rural communities, and broader access to agri-tech tools and knowledge
• Economic: Increase in yields by over 10%, reduction in production costs, and added value across the national agri-food chain

“Smart Seeding” is a model of synergy between private sector, primary production, and academic research, aiming to build an open, scalable ecosystem that can be applied to other crops and regions, shaping the future of Greek agriculture in a responsible and sustainable way.

Collaboration with the Agricultural University of Athens and its specialized scientific team in digital agriculture.

Initial focus was placed on the region of Thessaly, due to the devastating impact of storm Daniel, with the aim of supporting farmers in a particularly vulnerable area. The initiative has since expanded to all regions across Greece.

• Empowerment of over 2,000 barley farmers across Greece, through access to digital tools, data, and continuous training
• Strengthening of rural communities, especially in vulnerable areas such as Thessaly, through sustainable farming practices
• Knowledge transfer and digital upskilling, enabling farmers to better respond to environmental and economic challenges
• Reduction of local environmental footprint, through improved soil health and more efficient use of resources
• Promotion of innovation in the agri-food sector, creating long-term value for both producers and consumers
• Contribution to climate action, by reducing agricultural emissions and supporting low-carbon farming models
• Enhancement of inclusion, by ensuring equal access to technology and support, regardless of location or farm size
• Potential to serve as a model open ecosystem, scalable to other crops and regions, supporting the wider shift toward sustainable agriculture

• Strengthening the resilience of the supply chain by supporting raw material producers
• Improving the company’s environmental footprint through measurable Scope 3 emission reductions
• Enhancing the company’s reputation as a responsible corporate citizen with a tangible social and agricultural impact
• Deepening collaborations with academia and leveraging innovation and research
• Alignment with ESG goals and integration into broader Sustainability Strategies and the “Brew a Better World” framework
• Supporting regulatory compliance needs, such as emissions measurement and sustainability reporting