TOPIC:

Initiative

SUBMITTED FROM:

Athenian Brewery S.A. was established in 1963 from a group of Greek entrepreneurs, is part of the HEINEKEN N.V group and today is one of the most important producers and distributors of beer in Greece.

Objective Action

The goal of the “Smart Seeding” initiative is to substantially contribute to mitigating the impact of climate change in the agricultural sector, by developing and implementing an innovative digital precision farming platform exclusively tailored to barley cultivation. The platform aims to:

Achieve a drastic reduction of CO₂ emissions by up to 30%, mainly through optimized fertilizer and input usage
Promote the rational use of natural resources, such as water and energy
Empower farmers with the tools and knowledge to cultivate more efficiently and sustainably
Promote a new model of agriculture, based on technology, data, and environmental responsibility
Incease productivity by up to 10%

Target Audience

The platform addresses over 2,000 barley farmers across Greece, who collaborate with Athenian Brewery through the Contract Farming Program launched in 2008.

Duration

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

Description

As the agricultural sector is the foundation of Athenian Brewery’s supply chain, everything begins with the cultivation of Greek barley. However, farmers now face increasing challenges: climate change, extreme weather events, rising production costs, and the urgent need to reduce their environmental footprint.

With “Smart Seeding”, we take a step further by strengthening the connection between the agricultural sector, academia, innovation, and business. Building on the successful Contract Farming Program and our long-term partnership with the Agricultural University of Athens, we created the first digital precision agriculture platform in Greece focused exclusively on barley cultivation.

Using satellite data, field sensors, weather modeling, and artificial intelligence algorithms, the platform delivers targeted forecasts and alerts to help farmers:

Make better-informed decisions
Evaluate alternative scenarios
Reduce CO₂ emissions by up to 30% (mainly from fertilization)
Increase productivity by up to 10%
Reduce costs
Optimize the use of natural and financial resources

The platform also offers ongoing technical support and training, ensuring that farmers can fully adopt digital practices and innovations.

“Smart Seeding” sets a new standard for Greek agriculture, providing real value, boosting resilience, and supporting the sustainable growth of the country’s agri-food sector.

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Impact on Society

Empowerment of 2,000+ barley farmers across Greece with access to digital tools, real-time data, and training
Strengthening rural communities, especially in vulnerable areas like Thessaly, through sustainable farming
Knowledge transfer and digital upskilling to help farmers face climate and economic challenges
Reduction of environmental footprint at the local level through better soil health and efficient resource use
Promotion of innovation in the agri-food sector with long-term benefits for producers and consumers
Contribution to climate action by reducing agricultural emissions and supporting low-carbon farming
Strengthening inclusiveness by ensuring equal access to technology and support, regardless of farm size or location
Potential to scale as an open model ecosystem, applicable to other crops and regions

Initiative Location

Initial focus was placed on Thessaly, due to the severe impact of storm Daniel, aiming to support farmers in a highly vulnerable area. The initiative has since expanded nationwide to all regions of Greece.

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Working with Organization

Workers Participation

Videos

Benefits for Οrganization

Increased supply chain resilience by supporting raw material producers
Improved environmental footprint via measurable Scope 3 emissions reduction
Enhanced corporate reputation as a responsible corporate citizen with real rural impact
Deeper collaboration with academia and leveraging innovation for sustainability
Alignment with ESG goals and sustainability strategies such as Brew a Better World
Addressing regulatory compliance needs, including emissions reporting