Erietta Kourkoulou Latsi was born in Athens in 1993. She is the granddaughter of Yiannis S. Latsis and the daughter of Marianna Latsi and Nikos Kourkoulos. She has been married to Vyron Vassiliadis since 2020, and they have two children, Nikos and Leon. She studied Sociology at the American College of Greece (Deree College) and earned a Master’s degree in Animal Studies from New York University (NYU). In addition to her role in the family’s business ventures, she is actively involved in a range of ethical investments. These include direct investments in vegan startups and participation in specialized investment funds, most of which focus on the food technology industry. In 2012, she founded the non-profit organization Save a Greek Stray, which is dedicated to the protection, welfare, and rights of stray animals in Greece. The organization also invests in public awareness and education through specially designed programs on animal welfare. In 2020, she founded the NGO A Promise to Animals, which advocates for the rights of farmed animals and promotes veganism as both a diet and a lifestyle. In 2023, she established the Public Benefit Foundation Kind Things, which brings together all her non-profit initiatives, including programs aimed at supporting vulnerable social groups and protecting the environment.