Androusa by Dimitra
It was in 2022 that we first met Dimitra in her village nestling in the sunny hills of Messinia. Her enthusiasm was immediately contagious, and we were captivated by the way she shared her expertise during our tour of her olive-growing estate. It’s this moment of exchange that allows us to discover the potential of agri-tourism to revitalise rural economies and rein- vigorate villages. A seed of an idea that will germinate in our minds and become in December 2023, the association Héméra Initiatives. This year,we returned to the region to share The Olive Routes experience with you.
On her family’s farm, Dimitra offers a range of tours adapted to all group sizes, in Greek or English. These are innovative agri-tourism experiences, but deeply rooted in tradition, in which she explores the history, culture, gastronomy and customs of the area and its people. Her story reflects a new model of farmer, one who leaves a career of excellence in the city to pursue a career in the countryside. Because rural life can be more than a viable alternative to city life, it can also be a more fulfilling choice. Her investment illustrates the potential of agri-tourism to revitalise rural economies and breathe new life into villages.
She leads groups of tourists from all over the world to discover a traditional village and how olive oil is produced there. When Dimitra welcomes her visitors, her warmth sets the tone for an unforgettable experience. Taking care to memorise each visitor’s name, she incorporates interactive elements and games throughout the experience.
Her respect for the land is palpable. She recounts her grandfather’s wisdom: ‘If a bird can fly through the branches without touching them, the tree has been properly pruned.’ This connection to ancestral knowledge is deeply ingrained. Over the course of several hours, Dimitra gives us technical information about olive growing, as well as cultural and traditional anecdotes.
Each tree tells a story, as each new birth is honoured by the planting of a new olive tree.
The tour continues to the family’s private mill, inherited by Stathis, her husband and co-founder of The Olive Routes. Run for five generations, this mill is not only used for their harvest, but also serves over 400 families in the region. Dimitra oversees every stage of the process, even tasting and grading the oils – a crucial step in the process. As a professional and official olive oil tester, she then passes on her advice on future olive oil purchases to the members of the group. The products of The Olives Routes are exported internationally but are also sold directly; although during the visit there was never any attempt to entice us to make a purchase.
The visit ends with a traditional meal prepared by Georgia, who prepares the entire meal, from field to plate. It’s easy to imagine all the murmurs of contentment that fill the air as we taste.
Transmission is everywhere. It comes from each visitor who shares their experience and the traditions of their region, to the attentive ears of the other members of the group and Dimitra. It is between these three women who set the pace of the visit. There’s also Athanasia, an olive grower and entrepreneur, who accompanies us and assists Dimitra on all her visits.
Farmer, official olive oil tester, tourist guide, shopkeeper, entrepreneur, mother. The roles are many, and although they are all fulfilled to perfection, it’s important to stress that the mental burden is enormous. If these lands are witnessing the future of tourism (cultural, rural and sustainable), there’s still a lot to be imagined to support this new model.
