Alex Mizzi: "As the newly appointed CEO, my primary goals are to enhance operations, drive growth, and remain responsive to customer preferences"

"As the newly appointed CEO of Tryfon Tseriotis Ltd, the primary goals are to enhance the company’s operations, drive sustainable growth, and remain responsive to customer preferences and evolving market trends, Alex Mizzi shares.

A member of Malta-headquartered multinational conglomerate Alf Mizzi & Sons Group since May 2019, Tryfon Tseriotis Ltd operates in the sales, distribution and marketing of FMCG products in the Cypriot market.

As one of the largest trading companies in Cyprus and with over 100 years of experience in the food and consumer goods sector, it has successful partnerships with major foreign brands as well as Cypriot companies including Kerrygold, McVities, Birds Eye, Weetabix, Alpen, McCain, Dr. Oetker Pizza, Barilla, Tilda, John West, Kanakis, PowerBar, ChrysoDalia, Kourousiis, Hercules, the specialised products in Health and Natural, Whole Earth, Kallo, Clipper, Hain, Green and Black, Bjorg and the Health and Baby Segment with Humana and Organic Pharmacy.

In a recent interview with CBN, Mizzi, notes that the region is experiencing a rapid shift from traditional markets to hypermarkets, supermarkets, and e-commerce.

Having been appointed to the position of CEO of Tryfon Tseriotis earlier this year, Mizzi, who was raised in Malta and has extensive experience working there, is in a unique position to compare the two markets.

As well as sharing his vision as CEO, Mizzi also discusses the main challenges the wider FMCG sector is experiencing, as well as available opportunities.

What are some of the main goals you have set for the company as CEO and what is your vision for Tryfon Tseriotis Ltd?

As the newly appointed CEO, the primary goals are to enhance the company’s operations, drive sustainable growth, and remain responsive to customer preferences and evolving market trends. We want to be seen as not just a distributor, but as a trusted partner to both our suppliers and customers, fostering strong relationships built on transparency, value and shared success. In parallel, we aim to further strengthen our company culture that prioritises collaboration, agility, and customer satisfaction. The vision is to position the company as an industry leader in our chosen sector, as well as an employer of choice.

Are there any specific plans and developments connected to the company you can reveal at this time, for example expansion, new products in your portfolio etc.?

Tryfon Tseriotis Ltd is one of the leading FMCG trading and distribution companies in Cyprus with a history spanning over a century in the industry and has been a member of the Alf Mizzi & Sons Group since May 2019—a multinational conglomerate headquartered in Malta. Our operations are founded on principles of innovation, driven by integrity, respect, and loyalty. As part of our philosophy, we are continually committed to exploring opportunities which expand our market presence, broaden our product portfolio and enhance our service. This is crucial to maintaining customer loyalty and satisfaction.

More widely, you are originally from Malta and have significant experience working there as well as in the UK. What is your view of the business scene in Cyprus so far?

Growing up and working in Malta has allowed me to grasp the similarities and appreciate the differences between the two respective business scenes of Malta and Cyprus.

Cyprus offers a strategic location, a growing economy, and a supportive environment, making it an attractive hub to international companies for expansion and collaboration.

The country offers one of the most attractive business tax regimes in Europe and as an EU member, businesses benefit from free trade within the bloc and a stable regulatory framework aligned with European standards. The legal system, heavily based on English common law, is familiar to international investors and helps contribute to the country’s business-friendly environment.

Similarly to Malta, Cyprus has a relatively small population, which creates a unique dynamic and fosters a competitive environment, where companies must be innovative and adaptable in their strategies.

The country focuses on sustainable, high-end and all-year-round tourism. Growth in luxury resorts, casinos, and wellness tourism is attracting high-net-worth individuals and long-stay visitors.

Returning more specifically to the FMCG product sector. What do you consider to be some of the main challenges at this time, at both a global and regional level? Are there also specific opportunities for the sector at this time in spite of the challenges?

The FMCG industry is a highly dynamic sector characterised by its rapid pace and constant adaptation to evolving consumer demands and preferences. At a global level, a critical ongoing concern relates to supply chain disruptions, primarily driven by geopolitical tensions and rising inflation. Moreover, raw material shortages and volatile energy prices are increasing production costs, forcing companies to find ways to optimise efficiency.

In Cyprus, the FMCG industry is faced with high import dependency, which can be troubled by longer lead times, higher freight costs and regulatory challenges. There is intense, growing competition from multinational brands and discounters, putting increasing pressure on local businesses. Additionally, the sector also faces seasonal demand fluctuations, with tourism driving peaks in consumption, making inventory management more complex.

Despite these challenges, there are exciting opportunities. Competition drives innovation, and companies have the chance to differentiate themselves by focusing on providing enhanced customer service, product differentiation and finding new ways to optimise supply chain efficiency.

The rise of digital transformation allows businesses to leverage data analytics and AI-driven forecasting for better inventory management and customer engagement. The shift towards sustainability opens the door for brands to invest in eco-friendly packaging and better sourced products, which resonate with modern consumers. There is a growing demand for quality products, as consumers are becoming more aware of the value in healthier and functional options. This presents an opportunity to diversify and tailor offerings to meet this shifting demand, allowing companies to gain a competitive edge.

How do you believe the FMCG sector will develop over the coming years, in Cyprus, in the region and globally? How significant is the role of technology in this industry and do you believe this will develop further in the future?

The region is experiencing a rapid shift from traditional markets to hypermarkets, supermarkets, and e-commerce. Technological advancements will continue to shape how companies streamline operations, enhance customer experiences, and improve supply chain management. Online grocery shopping and direct-to-consumer models will continue to expand as digital adoption increases. Local retailers will look to invest in better logistics and delivery solutions.

At Tryfon Tseriotis, we foster a culture of innovation by leveraging cutting-edge technologies to enhance efficiency. To this end, we are investing in new systems, implementing artificial intelligence, and utilising big data.