A Journey to Greece. A spark of inspiration. The birth of Go Greek Yogurt.

How Tanja Murgel-Subotic’s time in Greece inspired the creation of Go Greek Yogurt.

In Greece, the simplest things often leave the deepest impressions. A meal beneath an olive tree, fruit ripened in season, a conversation that extends well beyond the afternoon: these ordinary moments express a way of living that has captivated visitors for generations. 

For Tanja Murgel-Subotic, Greece was more than a place she lived for a period of time. It awakened something within her. She immersed herself in the culture, harvesting olives and learning firsthand about the land, its people and traditions passed down through generations. The experience was invigorating, as though a light had been switched on. 

She became fascinated by the ancient civilizations and enduring wisdom of the Mediterranean. Food was not merely something to consume. It connected the earth, the seasons, families and the pleasures of gathering around a table. Authentic Greek yogurt particularly captivated her. Fresh, rich and versatile, it was enjoyed throughout the day, sometimes with honey, fruit or nuts. The quality of the ingredients needed little embellishment. Here was nourishment without unnecessary Complication. 

From that experience Tanja conceived and created the entire Go Greek Yogurt concept, including its original recipes, menu, branding, marketing, store design and visual identity. She imagined a contemporary expression of a traditional food culture, one that could travel beyond Greece without abandoning its essential character. 

The challenge of creating Go Greek was to translate that feeling without turning it into a cliché. The food had to speak for itself, while the setting carried a suggestion of the hospitality and unhurried pleasure she remembered. 

The fascination with Greek yogurt was also practical. In the culture she encountered, it did not belong to a narrow category or a single time of day. It was adaptable, satisfying and familiar, something that could be enjoyed with the harvest of the season. Its appeal did not require a complicated claim about what it might do for the body. It was simply good food, made memorable by the quality of its ingredients and the context in which it was shared. 

With co-founders David Subotic and Jonathan Magaritakis Williams, Tanja brought this vision into the world. Jonathan, born and raised in Greece and connected through his family to olive farming, brought an intimate understanding of Greek food and experience in distribution. David brought a commercial perspective and the ambition to build an international business. 

The original idea was therefore both intimate and outward-looking: intimate in its source, a lived experience that transformed one person's imagination, and outward-looking in its ambition to share that experience across borders. The founders understood that an authentic cultural inspiration would require continual care as it became a business. 

The goal was never simply another yogurt shop. It was to capture the vitality of Greece, the warmth of hospitality and the pleasure of simple ingredients. In a culture that continually encourages people to seek something new, Go Greek began with an appreciation for what had endured.