Rubino (the company Nikolaos G. Drakos) is a rice mill in Lamia, central Greece, processing and packing rice and pulses since 1976. It sells rice, Greek pulses, wheat, flour, seeds and sesame wholesale to trade buyers across Greece. When we started, the brand was well known in its market — but online it barely existed.
The challenge
Rubino had five decades of reputation, quality products and loyal customers, mostly in the Fthiotida region. What it did not have was a website, or any way for a trade buyer searching Google for “wholesale rice” or “wholesale pulses” to find it. New customers came only through referrals and the existing network.
It needed:
- a website presenting the company and its history credibly,
- a page for every product category, so it could appear in wholesale searches across Greece,
- a simple way for trade buyers to ask for prices or call,
- and tracking, to see what actually brings in customers.
What we did
We took on the whole digital presence, starting from zero.
A website built for wholesale buyers
We designed and built the website around the professional buyer:
- a company page telling the story of the mill since 1976,
- category pages: rice, pulses, wheat and bulgur, flour, seeds and specialities,
- product pages, for example wholesale giant beans from Kastoria or wholesale red kidney beans,
- a contact page with a form, phone numbers and the mill’s location on the Lamia–Athens national road,
- a site that works flawlessly on mobile, where most searches happen.
Wholesale SEO
Every page was built around the searches buyers actually make in Greek — wholesale rice, wholesale pulses, wholesale flour prices, wholesale wheat. Titles, descriptions, structure and internal links tell Google that Rubino is a wholesale supplier, not a retailer. We also strengthened its local presence in Lamia and Fthiotida.
Advertising
We complemented SEO with targeted Google advertising, so Rubino appeared in front of trade buyers looking for a supplier from day one.
Tracking
We set up Google Analytics and Search Console, with enquiries and calls tracked, so it is clear which products and searches bring in contacts from new customers.
The results
Rubino went from no digital presence to a complete one. The website now appears in wholesale searches for its products and brings in new trade customers from across Greece, beyond the network it already had.
At the same time, the rate of returning customers increased: existing buyers easily find the full range and contact details, and order again. A five-decade-old business gained the digital engine it was missing to grow its customer base.
If you want the same for your wholesale or manufacturing business, see how we work for food and drink producers and wholesalers and on lead generation websites — or start now.
