From handpicked produce to doorstep delivery: The 4 Seasons Bio story

When brothers Vasilis and George opened their grocery store in the centre of Athens in 2006, organic food was still niche. They wanted to offer food people could trust from producers they knew and respected. Almost 20 years later, 4 Seasons Bio still feels like a neighbourhood store. The difference is that, thanks to Wolt, that “neighbourhood” now stretches across the city.

Their first store was just 28 square meters and stacked high with crates of fruit and vegetables. Every morning, the brothers visited growers around Attica, picking the best of what was in season. Then, every afternoon, they stood at the counter and talked with customers about taste, nutrition, and where the food came from.

“When we started, organic food in Greece was almost unknown. We built it one conversation at a time,” Vasilis says.

Over time, the shop became a name people recognised. Today, Vasilis looks after operations, finance, and the team. George focuses on sourcing and producer relationships. The roles are different, but the way they work hasn’t really changed since day one.

Every product has a story. They know who grew it, when it was harvested, and why it deserves a place on the shelf. Fresh fruit and vegetables are still at the centre, but there’s now olive oil, honey, grains and organic snacks too.

They’ve also kept their core customers. Some people have been shopping there for years; the brothers have seen families grow up.

“This isn’t a sprint; it’s a marathon. You grow by caring for your customers, not just by selling to them.”

When the store couldn’t reach everyone, Wolt helped 

As the store became better known, more people wanted to buy from them, but getting to the shop wasn’t always easy. They tried delivering themselves and they tried other services, but lining up orders, pickup times and payments took too much time.

“All the delivery problems appear when you try it, timing is everything,” George says.

In 2020, 4 Seasons Bio joined Wolt. For Vasilis, it was a practical choice. “We needed on-demand. Wolt meets that need,” he says. 

Because the store is right in the centre of Athens, it’s not always simple for customers to drive over.

“It would be almost impossible for customers to come by car, park, and pick up their products,” Vasilis says. “Wolt makes it simple. People can order what they need and have it at home in minutes.” 

What also helped was how the process matured over time. Pickers come in, find the right products, check with the team if something needs changing, and the order goes out quickly. It fits into the way the brothers already work.

Through the Wolt app, customers anywhere in Athens can now browse the store, place an order, and get it in 30–40 minutes.

The team also runs Wolt Ads, which has brought in a ROAS above 10, so more people discover them right in the app.

Since joining Wolt, 4 Seasons Bio has seen a steady increase in online orders. 

“New customers discovered us, and old customers remembered us again,” Vasilis says.

Up to 20% of the store’s sales now come through Wolt, with growth up 78% year-on-year. The biggest order so far, €452, came from a family stocking up for the week. 

Even with all the tech, the way they think about the work hasn’t changed.

“We can focus on our craft while Wolt handles delivery on time,” Georgios says.

Looking ahead: keeping it personal

Vasilis has recently become a father (his baby is ten months old) and it’s changed how he sees everything, including the store.

“When we started, the store was like a baby too,” he says. “It was small and fragile, and we cared for it every single day. Now, twenty years later, it’s grown up. It’s strong, it knows who it is, and it feels like part of the family.”

That’s how he and Georgios still see the business: something you look after. Something you grow slowly. Something that stays close to people.

Wolt lets them do that for more customers, in more parts of Athens, without losing the human side.

“It’s a good feeling to grow together: us, Wolt, and the people who trust us.”