10 Minutes With Artemis Gavriilidou: On 45 Years of ARTEMIS Mixers and the Future of Coffee

Artemis Gavriilidou shares her thoughts on her company’s legacy, innovation through education, and her award-nominated podcast “Coffee Stain.” 

BY VASILEIA FANARIOTI
SENIOR ONLINE CORRESPONDENT

Featured photo courtesy of The Barista League 

At this year’s Host trade show in Milan, Italy, we caught up with Artemis Gavriilidou: second-generation co-leader of drink mixer manufacturer ARTEMIS. At the event, ARTEMIS celebrated its 45th anniversary: a huge milestone in Artemis’ family’s journey.

From the day Artemis’ father built the first ARTEMIS mixer in a small workshop, to today’s global presence that continues to value craftsmanship, education, and innovation, the brand has remained true to its original intent: human connection through coffee. In this candid conversation, Artemis reflects on the company’s legacy, the timeless art of mixing, and the balance between education and technology.

She also shares her excitement over a new creative chapter, her podcast Coffee Stain, recently recognized by the TIFF 2026 Podcast Competition: a project that extends her lifelong mission to tell the real stories behind the coffee industry’s shining surface. 

Vasileia Fanarioti: This year marks 45 years of ARTEMIS. When you pause and think about that number, what does it mean to you personally—and to your family’s legacy? 

Artemis: The first thought that comes to my mind is that time flies, and that the memories of “yesterday” were actually memories of 15 or 20 years ago! This is a great realization, and something we should all take into consideration. Not as a fear, but as an inspiration: a motive to move forward, even when things feel hard or not in our favor. 

When you act, when you refuse to stay still, great work comes to the surface—the work that lives inside you. And to connect this with my family’s legacy, as common as it may sound, staying true to your values, acting to preserve and develop them, is the most important work you can ever do. 

Looking back over these four and a half decades, how has the coffee and beverage industry changed And how has ARTEMIS evolved alongside it? 

People come and go, ideas rise and fall. Even types of coffee, machines, and business models change. But what remains the same are the people from every specialty who are creative, imaginative, and purpose-driven. They are the reason this industry keeps moving and growing. So although much of today’s coffee world looks different, the power that drives it is still the same: the respectable human factor that truly makes a difference. 

Are there particular moments or milestones from the company’s history that have left a lasting impression on you? 

The moments when I realized that the industry recognizes us—as a brand, as people—and respects our work and who we are as individuals. Those moments have been many, at different times throughout these 45 years. 

When your parents started this journey, do you think they could have imagined ARTEMIS reaching this point, or taking the direction it has today? 

I don’t think they could have imagined it! What they certainly did was to always give their best, with the means they had at each specific moment. They worked hard, managed wisely, and, as I mentioned earlier, their values were the energy that guided them toward every goal. 

You and your brother represent the new generation of leadership. What fresh ideas or perspectives have you brought into the company since taking a more active role? 

When you own a company, you’re not really the one who can answer that question. The people outside the “ARTEMIS family” are! (Laughs). And not out of modesty, but because as an entrepreneur, you make choices every single day. You generate ideas all the time and constantly put them into action. 

I’m sure George and I have brought many ideas and changes to the industry, each in our own way—which is really the best anyone can do. And I promise, there are more to come! 

ARTEMIS mixers have always been at the heart of coffee culture, from Freddo espresso (frothed Greek iced coffee), to signature drinks. What do you think makes that daily ritual of “mixing” so timeless? 

What I often say, and truly believe, is that it’s all about simplicity. Especially in our fast-paced and AI-driven times, mixing allows us to pause and enjoy life. Whether you’re drinking a great coffee, beverage, milkshake—whatever it is—during your break, in a moment of reflection, or with friends, it’s intertwined with life and joy. Can there be a better reason? 

Technology is changing rapidly, but you’ve said your focus is more on education than automation. Can you tell us what that means in practice? And how it shapes your company’s philosophy? 

It’s a thought that has challenged me for some time, and the answer came to me naturally in a conversation with a friend. ARTEMIS as a company is not against technology. Personally, as a seeker of knowledge, I can say that I want to learn everything new that catches my eye or ear. 

But the fact that technology makes younger people especially dependent on quick answers and instant solutions—often not based on their own experience or knowledge—makes me sad. 

It’s like a takeaway meal: you order, and it’s at your door. You don’t have to think about the ingredients, go to the market, choose what’s fresh, prepare, cook, taste, reflect. We are a small gear in the industry, but our wish is to educate, in every way we can, the people who collaborate with our brand. 

What does innovation look like for ARTEMIS today? Is it about new products, new materials, or new ways of connecting with baristas and coffee professionals? 

A great question that deserves a great answer—tricky, though! Many people see innovation only when it’s flashy and loud. As a company, we were never loud. We made changes in our products that only a few noticed at first glance. We built collaborations that have lasted for decades. 

Yes, we have always been innovating, wherever we felt we should, and we will continue to do so. Innovation is a word that would perfectly describe our father, and we proudly continue to follow in his footsteps. 

As you look ahead to the next few years, what excites you most about the future—both for ARTEMIS and for the wider coffee community? 

I’ll answer this question with a wish rather than a straight answer: I hope “excitement” will walk hand in hand with “wisdom.” Because wisdom is never enough. 

Before we wrap up, congratulations are in order! Your podcast “Coffee Stain” was just selected for the TIFF 2026 Podcast Competition. What inspired you to start it, and how does it connect with your work in coffee and storytelling? 

Thank you so much! Yes, the selection of “Coffee Stain” was a great surprise—and also the result of a spontaneous “yes” to TIFF’s invitation and challenge. But “Coffee Stain” was also a project launched before it was “ready.” So once again, a lesson learned: When you feel like doing something, even if you don’t feel ready or perfect, just do it! 

As for the story behind its creation, it was born out of a need to speak out loud about what the coffee industry truly is. Real people, real stories, challenges, struggles, wins, and failures—not just a fancy ad on social media or TV. 

My work has always been in the production side of the industry, where the backstage is often invisible. Yet that backstage is the most important part of the puzzle. I wanted to share that part—the one made of real people, not just brands.  

Even if it started in an amateur way, with the simple ambition to share thoughts and experiences—mine and others’—it made an impact. It created a stain: the stain we all leave behind. (That’s also the reason for its name!) 

My hope is to inspire more people to pursue their dreams and to realize that there are countless paths they can take to achieve them. And may I say: My ambition is to stand by their side as they do so, as a consultant and a companion on that journey. 

ABOUT THE AUTHOR

Vasileia Fanarioti (she/her) is a senior online correspondent for Barista Magazine and a freelance copywriter and editor with a primary focus on the coffee niche. She has also been a volunteer copywriter for the I’M NOT A BARISTA NPO, providing content to help educate people about baristas and their work.

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