Meet Eleftheria | CEO & Founder

We had the good fortune of connecting with Eleftheria and we’ve shared our conversation below.

Hi Eleftheria, how does your business help the community?
Greek Superherbs started as something very personal and not as a business; keeping alive the herbs and traditions I grew up with in Greece. Every time I flew back from Greece, my suitcase was overflowing with herbs and honey for me and for friends. I’d smile because to me these flavors and the way they make you feel were just part of everyday life growing up, literally right outside my house. But over time I realized it also has a small but real impact on the people around us.

One moment that pushed me to take this seriously was when a friend in Boston was struggling with terrible bloating. I gave her some of our Greek peppermint and my mother’s simple way of preparing it with a hint of raw honey. A few days later she told me she finally felt relief. That made me realize that these simple traditions from home could help people far from Greece too.

A big part of this brand lives back in Greece. In Ikaria, one of the five Blue Zones in the world and a Greek island known for its long-living people and slow, healthy way of life, I work with Lefteris, a beekeeper who treats his bees like family. When I visited, he walked me through his hives, explaining how the thyme, heather and wildflowers shape the honey and why he never heats or filters it because “the bees already made it perfect.” That kind of care and honesty reflects the true spirit of Ikaria: simple, natural, and deeply connected to the land.

And in Grevena, a mountainous region far in northern Greece known for its clean air, forests, and wild herbs, I collaborate with Vasilis Karapas and his family, who do the real hands-on work with our herbs. They harvest them from the mountains, dry them properly, and sort everything by hand. It’s physical, time-consuming work, but they take so much pride in it. Vasilis once told me, “These herbs aren’t just a job, they’re our way of living,” and that stayed with me.

On the other side of the ocean, the impact shows up in smaller, quieter ways. A mom from NY writes that our chamomile helped her daughter’s stomach issues. Someone going through stress tells me their nightly tea ritual with our Sleep tea blend has become the calmest part of their day. Another woman shared that our wild mountain tea reminded her of her Greek grandmother and brought her to tears.

So even though we’re a small brand, we try to do something meaningful: support real families in Greece, keep our traditions alive, and offer people here a small moment of comfort and connection. If a single cup of tea or a spoon of honey can do that, then I feel like we’re already doing something good.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My “art” is bringing old Greek traditions into the modern world without losing their soul. Everything about Greek Superherbs is rooted in simplicity, honesty, and nature. What sets us apart is that nothing is mass-produced or rushed. Every herb is hand-picked, every batch reflects a real place and a real family, and every product has a story behind it. I’m most proud that people can feel that authenticity when they open a pouch of herbs or taste our honey.

What I’m most proud of… Well, I started everything completely from scratch. My background in journalism and marketing ended up being more useful than I ever expected. I built the entire business myself: the website, the labels, the brand story, the photography, the packaging. I designed everything by hand, and for a long time I even printed and stuck every single product label myself at my kitchen table. It was a lot, but it also made the brand feel personal and true to who I am.

It definitely took work to get here. For a while, I held onto two creative director jobs because the business wasn’t making money yet, and I needed to support it however I could. Traveling back and forth between the U.S. and Greece, and carrying herbs in my suitcase because I didn’t have a real supply chain yet. Shipments got stuck, packaging failed, labels smeared, and there were days I felt completely overwhelmed. But every time I thought about stopping, I’d get a message from someone saying our tea reminded them of home, or that they shared our honey with their family and it became a little weekend ritual. Those moments kept me going.

One of the biggest lessons I’ve learned is that you don’t need everything to be perfect to begin. Starting small and staying authentic is more important than looking polished. Another lesson is that slow growth is not a bad thing; it lets you stay close to your values and protect quality.

What I want people to know about me and my brand is that nothing about this is manufactured for trends. It’s real. The herbs come from families who live close to the land. The honey is made by beekeepers who truly love their bees. The recipes come from my mother and the Greek way of life that shaped me. Greek Superherbs isn’t just a product line but a piece of home I’m sharing with the world.

At the end of the day, if someone drinks a cup of our mountain tea and feels a little calmer, or if our honey brings back a childhood memory, then I’ve done my job. That’s the kind of “art” I want to keep creating.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend was visiting Greece, I’d want them to experience the simple, real parts of it. The sea, the villages, the food, and the feeling of slowing down.

We’d wander through Athens, explore the old neighborhoods, and grab something light to eat like fava, tomato salad with capers, horta with lemon, grilled vegetables, and looooots of extra virgin olive oil. Then I’d take them to an island that still feels authentic, like Ikaria. We’d swim, relax by the sea, eat meals made with local vegetables and herbs, and just enjoy the calm pace of life there.

I’d show them tiny mountain villages where people still live close to nature, stop for herbal tea, and meet local producers; beekeepers, herb growers, or small family shops. If there happened to be a village festival (panigiri), we’d go for the music, dancing, and the local wine.

Mostly, I’d want them to feel the rhythm of Greece; slow, warm, simple, and full of small beautiful moments. That’s what makes Greece special.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Absolutely. Nothing I’m doing now would exist without the people who shaped me, supported me, or just believed in this little idea before it was even a “brand.”

First, my mother definitely deserves a shoutout. She’s the one who taught me everything about herbs without ever calling it “wellness.” It was just life. She’d boil mountain tea for immune support, oregano for a cold, and chamomile to help us sleep. Her simple way of preparing things, her instinct with nature, and her calmness around food and health are at the core of everything I do now.

Then there are the people in Greece who make this possible:
Lefteris in Ikaria, who pours his heart into his bees and produces honey with a kind of love you can actually taste. And Vasilis in Grevena, who works so hard in the mountains gathering herbs the traditional way. They trust me to carry their work across the ocean, and that means a lot.

I also want to mention my close friends who tried my herbs long before I had packaging or labels or anything official. They encouraged me, pushed me, and—in a funny way—were my first “customers” even though everything was free back then. Their reactions made me realize this could become something real.

And honestly, I have to give credit to Greece itself. The land, the mountains, the tiny villages, the smell of dried herbs in my childhood kitchen… all of that created the foundation for this brand long before I ever knew it.

So my story isn’t just mine. It’s woven from family, tradition, friendships, and the people in Greece who wake up every day and keep these practices alive. They all deserve a shoutout.

Website: info@greeksuperherbs.com

Instagram: @greeksuperherbs