CHINESE MARKET Polish opportunities in China » p. 51
PRIVATE LABEL Private label is profitable » p. 67
DISCOVER Polish Products
» p. 76
FoodfromPoland Polish Magazine for Professionals
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CONTENTS MARKET NEWS.................................... 6 INTERVIEW Krzysztof Jurgiel, Minister of Agriculture and Rural Development ......................... 10 Evangelos Evangelou, “Herbapol – Lublin” S.A. ........................ 14 Bogdan Łukasik, Modern-Expo Group .. 18 Robert Okoński, Wawel S.A. ................. 20 Wiktor Sawosz, Brand Distribution ..... 24 Zenon Daniłowski, Makarony Polskie Group . ...................... 28
Polish food exports are on the rise....... 30
Katarzyna Kwiecień, KOWR................... 34
Editor In-Chief email@example.com
Polish agri-food exports in 2017........... 36 Record food export.................................. 40
Tomasz Łuksza, 3 Topole......................... 42 Jakub Kołodziej, Roleski.......................... 44 Łukasz Dominiak, National Poultry Council – Chamber of Commerce........ 46
Polish opportunities in China ............... 51 China – market for dairy products ...... 56 Sweetness of Poland .............................. 59
Challenges and opportunities facing private label .................................. 62 Commercial Brochures............................ 64 Private label is simply profitable............ 67
WHAT I LIKE: POLISH FOOD........ 69 LIST OF POLISH COMPANIES....... 70 DISCOVER POLISH PRODUCTS... 76
Discover great Polish food! Foreign consumers love the taste and appreciate the quality of Polish food, which is confirmed by numerous certificates, awards and good opinions. They are the guarantee that it is worth establishing business cooperation with Polish producers. Each year, a growing number of new products are conquering international markets. There are more domestic producers who decide – with the success of sales departments – on export. When we read or listen to the opinions of foreign admirers of Polish food, we can draw a clear thesis, namely: Poland is famous for its excellent products, and hence the tasteful food. Both the quality of Polish products, as well as the taste of our food is the result of a strong connection with tradition. Welcome to the new issue of Food from Poland Magazine where you can read about Polish companies and the excellent traditional food products they make. Enjoy reading!
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Fischer Trading Group Ltd. Bagno Street 2/218, 00-112 Warsaw Phone/Fax: +48 22 847 93 67 +48 22 847 93 68 firstname.lastname@example.org www.hurtidetal.pl CEO: Tomasz Pańczyk
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Zubrowka (Bison Grass) vodka is one of the top brands in the world In the annual, prestigious ranking of Shanken’s IMPACT magazine, Zubrowka maintained, for a second consecutive year, its third place position among global vodka brands, giving way only to the Smirnoff and Absolut brands. With regard to both global and regional brands, Zubrowka is
Top vodka brands in the IMPACT* ranking: Rank
2017 sales in millions of 9-litre packages
Percent change in sales 2016 vs. 2017
Diageo, Great Britain
Pernod Ricard, France
Khortytsa Distillery, Ukraine
Bayadera Group, Ukraine
ranked fourth, just behind Smirnoff, Absolut, and Khortytsa vodka which is distributed mainly on the Ukrainian market. According to the data included in the IMPACT ranking, Zubrowka was also at the forefront of vodkas with the largest sales increase among all spirits in the ranking, calculated on the basis of the number of 9-litre crates sold. Compared to the data for 2016, last year, a total of 11.3% more Zubrowka crates were sold in Poland and on export markets. Zubrowka is the highest-ranked Polish brand of vodka in the IMPACT ranking. Another CEDC brand – Soplica – was also ranked, with total sales of 3.5 million 9-litre crates in 2017. According to the IMPACT ranking, the sales of Soplica increased by almost 13% compared to 2016, affording it the rank of 5th place among the fastest growing spirits in the entire ranking.
*Shanken’s IMPACT, World’s Top 100 Distilled Spirits Brands Worldwide, March 2018.
Suppliers see growth ahead for private label Competition
Retailer brands climb in Germany
Private label keeps
Europe may be very dif-
ficult, but private label
in Germany. GfK re-
suppliers are optimistic
ports that sales of re-
about their prospects
tailer brands climbed
for growth in the years
4%, while manufacturer
ahead. A new PLMA
brands increased only
survey of 567 manufacturers from 36 countries found that 88% of
0.5% in 2017. Private label gains are due to the growth in both the
them say they are optimistic about the outlook for overall growth of
price entry brands (+ 0.5% market share compared to 2016) and the
value-added brands (+ 0.3% market share). The increase in private
What’s behind the optimism? More than three quarters of the respondents pointed to increased consumer awareness and purchase of private
label is reflected in a decline in the middle brands by 0.8% to nearly one third of the market share.
label products. Expansion of premium private label products was cited
The gains for private label come as retailers enjoyed strong sales last
by 74% of the suppliers, while 64% noted increased consumer interest
year. The GfK market researchers report an increase in sales of 3.6%,
in value. Nearly two thirds of respondents believe that increased retailer
or around six billion euros for food retailers (full-range supermarkets,
commitment to private label will lead to further growth.
discounters and drugstores) compared to the previous year, the largest
Despite their optimism, manufacturers say there are significant
increase since the end of the financial crisis.
challenges ahead. Providing consistent quality and competition from other suppliers in Europe were the two most frequently cited challenges. Consolidation of private label suppliers, finding enough skilled personnel, and consolidation of product assortments by retailers were also identified. To get an insight in the survey results, please click here to request the report.
PLMA 2018: over 2,500 exhibiting companies including 60 national and regional pavilions
FOOD EXPORT CONGRESS
25 September 2018 Warsaw, Marrio� Hotel
Registration available at
FOOD FROM POLAND AWARDS CEREMONY DISCUSSION PANELS B2B MEETINGS
PRODUCT SHOWCASE EXPERTS’ LECTURES
Dariusz Sapiński, President of the Management Board, MLEKOVITA Dairy Cooperative
A year of records and successes for Mlekovita On 21 March 2018, the General Meeting of Representatives of Members of the MLEKOVITA Dairy Cooperative was held, at which the President of the Management Board – Dariusz Sapiński – presented the report on the company’s operations along with the results from 2017. “I am very pleased with last year’s summary because it shows that 2017 was another year in which MLEKOVITA could boast of being in good shape,” says Dariusz Sapiński, President of the Management Board of the MLEKOVITA Group. “We have succeeded in achieving a permanent development of the company and an increase in the value of the MLEKOVITA brand, which is currently the most valuable brand in the production sector of the Polish economy, and the most expensive brand in the category of ‘Food products.’ We have introduced new products and many of the products introduced last year, since their market launch, have gained the recognition of consumers and won prizes at national and international trade fairs and competitions. We have completed further important investments, expanding and modernising the internal infrastructure – including the milk powder plant, a key investment and the largest implemented investment in the history of the company so far; as a result of which MLEKOVITA will not only be the largest producer of milk powders in Poland, but also in Central and Eastern Europe.
Aldi and Leader Price enter Italy
Tesco may create discount format
Tesco is reportedly working on a plan to launch its own discount store format in the UK to help it win back customers from Aldi and Lidl. The Sunday Times said the new group would match the discounters on price and carry a far more limited range of prodTwo grocery retailers are entering the Ital-
ucts than a typical Tesco store. The group is believed to be working with advisers from
ian market. Aldi Süd is opening its first stores
Boston Consulting on the format. The newspaper added that private label suppliers are
there this month and is looking to open stores
being asked to sign non-disclosure agreements before contributing to the project.
in all regions of northern Italy as well as in Tus-
A separate report by The Guardian said Tesco has also been considering a second
cany. The retailer says that 75% of the food
option, which would involve a Costco-type bulk purchase format, similar to a business
products will be sourced from Italian suppli-
the group already operates in Thailand.
ers. The retailer brand offer features a range of
UK retailers reduce plastics
Italian SKUs including Regione Che Vai (pasta and cooking oils), I Taglieri del Re (cold cuts), Natura Felice (organic products) and Bontlà (dairy products). Leader Price discount stores also will be entering northern Italy later this year, following an agreement between Italian retailer Crai and Groupe Casino. The network will be run
independently from the rest of Crai’s opera-
UK grocers are declaring war on plastic packaging. Asda has become the latest UK
tions, and only a limited number of Crai stores
retailer to outline its plans to reduce plastic packaging. The supermarket aims to reduce
will be converted to the Leader Price banner.
the amount of plastic in its private label products and packaging by 10% this year, while
The retailer will replicate the standard concept
working with suppliers to find more recyclable solutions.
of Leader Price’s French stores, which have
Earlier, frozen food retailer Iceland committed to eliminating plastic packaging for all
a typical size between 300 and 1,100sqm.
its own label products. Waitrose plans to stop selling private label food in black plastic
The ambient assortment is 80% composed of
packaging by the end of next year. The Co-op says that its aims for 80% of its product
Leader Price private label.
packaging to be recyclable by 2020, with a long-term goal of 100%.
Asda rolls back prices
Lidl cuts back
Aldi Nord and Aldi Süd collaborate
Lidl will be cutting
the use of plastic packaging in its private label
Asda in the UK says it will shift to even
products as part of its programme to reduce
more of an everyday low price position to
Aldi Nord and Süd are talking about ways to
use of plastics in Germany by at least 20%
compete against discounters. The retailer
work more closely together, but say they are
by 2025. The retailer wants to achieve this
predicted the market share of the discount-
“not considering nor planning a merger”. Aldi
goal through measures regarding packaging
ers to grow by another 5% by 2022 and
Nord and Aldi Süd will investigate whether
and repackaging of private label products,
that it is determined to make the compara-
they can collaborate on marketing and pur-
which make up around 70% of the entire
tive cost of an Asda basket cheaper.
chasing, specifically in Germany. The goal is
Asda also says it aims to step up its
to lower costs and take full advantage of scale.
At the same time, Lidl announced that it
support for innovation among its private
It could be a first step towards the reunion of a
will ensure 100% recyclability of the plastic
label suppliers. The supermarket retailer
company that split in 1961, when brothers Theo
packaging for its own brands by 2025. Lidl
is set to launch Asda Innovation Awards
and Karl Albrecht split the company in two. Aldi
has already created its own recycling cycle for
and is also promising to match-fund new
Nord is active in Belgium, the Netherlands and
PET bottles of its Saskia and Freeway brands,
product development by new suppliers
the rest of Western Europe and Aldi Süd manag-
which currently ensures a recycled content of
who bring exclusive product develop-
es Middle and Eastern Europe, Great Britain and
more than 60% per bottle.
ment to Asda.
the United States. Germany is the only country where both divisions are active.
Conad revamps its brands Conad in Italy is investing 25m euros to re-
Aldi goes organic
launch its private label range this year. Conad CEO Francesco Avanzini said that the retailer will introduce modern packaging and clearer labels, especially for its premium lines, along with new products that meet the growing demand for sustainability. The retailer will launch a brand, Alimentum, which will include gluten-free and lactose-free products. There will also be a new beauty care range under the Conad Essentiae brand as well
Aldi is going all in on organic products. It is
as a new baby product range. Conad’s private label has seen turnover increase by 46% over
looking to eventually expand its organic range
the last five years, from 2.2 bn in 2012 to 3.2bn euros in 2017.
so that these products are available in almost all major categories. The expansion will see
Kesko launches new format
Aldi Süd’s organic range grow almost 30%,
Finnish retailer Kesko has launched a beauty and wellness
310 products by the end of the year, includ-
store format under the Hehku banner. The stores were created
ing trial products, seasonal, promotional and
in collaboration with the retail pharmacy company Oriola-KD.
standard items at the discounter.
Two stores have opened as plans call for 100 stores to open in the next few years.
from around 240 products currently, to about
Meanwhile, Aldi Nord, plans to expand its GutBio organic private label to around 350
Along with the physical stores, the retailer has also launched
products, with varying offers depending on
the online store hehku.fi, offering its selection of almost
season and region. Aldi’s share of organic
10,000 products to over 2,000 pick-up points all over Finland.
products in food sales, including private label,
Kesko plans to open 30 of these stores by the end of 2018.
rose from 5.6% in 2015 to 6.5% in 2016.
Krzysztof Jurgiel, Minister of Agriculture and Rural Development
Polish food is becoming increasing popular in many countries. Index of export is still growing but there are many barriers yet to overcome. Polish Minister of Agriculture and Rural Development â€“ Krzysztof Jurgiel tellsÂ us about actions which has been taken to support Polish products abroad.
Polish food products have managed to conquer the palate
long and arduous. However, we continue to consistently implement
of many foreign consumers. What are the reasons behind
our goals. As I have already mentioned, the result of our efforts in the
the success of our food?
last two years has been 30 new markets where Polish exporters can
We know how to produce food. In this respect, we not only have
sell our products. I am convinced that consistency, consolidation and
a rich culinary heritage which we draw on, but also one of the most
targeting of specific activities towards specific markets will bring about
state-of-the-art processing plants. We focus on family farms and sus-
tainable development. This results in the extremely high quality and excellent flavour of our products. However, we must remember that
Many of our companies strive to enter the Chinese market,
our agriculture has enormous potential. We produce more than is
some have already been successful. Establishing a presence
necessary for our domestic consumption, and for this reason, we are
on such a remote and culturally different market requires
on the constant lookout for new, potential markets. Over the past two
support from the highest level. Can you give examples of
years, we have gained access for our agri-food products to an addi-
tional 30 potential markets. According to preliminary reports, we have
China is a huge market that everyone is striving for. We are not
exported more than EUR 27.3 billion worth of agri-food products.
alone in this and we are well aware of the high level of competition.
At the same time, we have maintained a positive exchange balance
However, I believe that our chances are good. Our food is perceived
exceeding EUR 8 billion.
as very high quality food on that market. However, the scale of the market requires strong consolidation, in order to offer large batches of
With each passing year, the volume of Polish food exports is
a uniform product. This is a challenge for our companies that wish to
growing, but are there still markets that are less accessible
sell in China. The specificity of this market also requires the presence
for our products? What can you do to turn this around?
of the most important people in the state. Both The President of the
What supportive activities are carried out by the Ministry
Republic of Poland, Andrzej Duda and former Prime Minister Beata
SzydĹ‚o, and the then Deputy Prime Minister, Mateusz Morawiecki,
We are primarily responsible for setting out the conditions of access
paid visits to China. These bilateral contacts, which were also recipro-
to specific markets. This is a tremendous job performed by veterinary
cated with visits to Poland, serve to solve problems and open up the
and phytosanitary services. We also support informational and pro-
road to further progress in trade negotiations and market access.
motional activities that are carried out by industry organisations within
Secretary of State Zbigniew Babalski, at the end of August last year
the framework of, for example, promotion funds. We participate in
participated in the 12th China-CEEC Agro-trade Forum, which took
many of the most important food industry related trade fairs in the
place in Slovenia. The meeting was also attended by representatives
world. We are aware that gaining new potential markets is sometimes
of the ministries of agriculture from Albania, Bosnia and Herzegovina,
Bulgaria, Croatia, Montenegro, the Czech Republic, Estonia, Lithuania, Latvia, Macedonia, Romania, Serbia, Slovakia, Slovenia, Hungary and China. During the session, a Joint Declaration was adopted, in which the countries undertook to further strengthen cooperation, support business contacts, and to facilitate procedures in trade exchange. The Chinese Minister of Agriculture, Han Changfu, took part in the forum and paid the first official visit to Poland. We discussed cooperation prospects in both bilateral and multilateral formats. We also discussed the access of Polish agri-food products to the Chinese mar-
The most prospective markets for Polish exports (...) in 2017 were: United Arab Emirates, India, Japan, China and Taiwan, Canada, Algeria, South Africa, the United States, Saudi Arabia, Egypt, Vietnam, Iran, Belarus and Kazakhstan
ket. The head of the National Veterinary Research Institute, Krzysztof Niemczuk, and the head of the Veterinary Institute in Lanzhou, Hong
that can be taken. It is more difficult on non-EU markets. We under-
Yin, both signed a memorandum on cooperation between the two
take certain courses of action, such as in matters related to ASF for the
institutes. This bodes well for the future.
recognition of regionalisation. However, non-EU countries have their own interests and do not necessarily want to agree on such solutions.
What barriers in the development of food exports are the most difficult to remove?
The Ministry of Agriculture strongly supports the promotion
Barriers related to protectionism are the most difficult. Protection-
of Polish food abroad. Please tell us about your recent
ism and the so-called black PR hamper the conditions of competition
activities and plans for the near future?
and are unlawful forms of restricting access to a market. However,
We undertake determined actions aimed at expanding the access
they are difficult to combat. We have already had to deal with such
of Polish agri-food products to the markets of non-EU countries, with
activities on the Czech market. There was also an attempt to discredit
particular emphasis on Asian markets which are enjoying the growing
Polish sausage in Germany. We strongly oppose all of these types of
interest of Polish entrepreneurs. Our actions mainly include bilateral
activities, to which we react both directly and on the EU forum.
cooperation regarding the arrangements for access of Polish agri-food products to such markets, as well as informational and promotional
Our food meets the highest sanitary and veterinary
activities. The most prospective markets for Polish exports have been
standards; however, there are countries where our food is
defined in the priorities of the Ministry of Agriculture and Rural De-
not accepted. This can be frustrating for Polish producers.
velopment for the opening of new markets in 2017 and subsequent
What can be done to solve this problem?
years. These are: United Arab Emirates, India, Japan, China and Tai-
Within the European Union, it is easier for us to respond. We all
wan, Canada, Algeria, South Africa, the United States, Saudi Arabia,
have to meet certain conditions and we meet them. As I have already
Egypt, Vietnam, Iran, Belarus and Kazakhstan.
mentioned, we react immediately, as demonstrated in the cases I have mentioned. There are EU mechanisms, services and defined actions
Evangelos Evangelou, President of the Board, “Herbapol – Lublin” S.A.
About the Polish healthy food, Polish herbs, teas and other excellent Herbapol products we talk with Evangelos Evangelou, President of the Board, “Herbapol – Lublin” S.A. Herbapol company has 70years of tradition and grounded
ment-related reasons, but we have managed to start cooperation
position on polish market. How important is export of the
with several entities there and, in this respect, we are developing
We export our products to many countries around the world. Of
In February this year, during the Gulf Food Show in Dubai, we held
course, the majority are exported to countries where Polish commu-
a series of meetings with contractors from Gulf countries. Since last
nities live, but year after year we have noticed a growing interest in
year, our products have been available in Iran, where we are witness-
them also in markets which, until recently, were considered rather
ing a huge increase in interest in our functional teas. Natural Ice Tea
exotic. Herbapol-Lublin products can be bought for example in Ice-
and the energising drink Green-Up are also extremely popular.
land, Japan or even Taiwan. Export means not only business for the company, but also the pro-
Which of Your products are the most popular abroad?
motion of Polish brands and our wonderful products abroad. Polish
Among Herbapol products, fruit teas and syrups continue to be the
herbs with their unique quality parameters are a perfect example. At
most popular abroad. For the last two years, we have also introduced
the same time, we should remember that by promoting Polish brands
functional teas to new markets, where they are becoming increasingly
that offer natural products, we also promote the whole Polish healthy
popular with local consumers. These products support the proper func-
tioning of the body, which is in line with global healthy lifestyle trends.
Which markets are the most perspective for Herbapol?
Herbapol leads the functional and fruit tea segment. What
Our future directions are China and the Gulf countries. Last year,
other segments do you plan to conquer?
we took part in the International Import Food Expo in Guangzhou;
We are committed to maintaining our leading position in the func-
this year, we are planning to exhibit at the SIAL trade fair in Shang-
tional and fruit tea segment; products from the Polish Herbarium The Es-
hai. Entering these markets is very difficult for formal and invest-
sence of Health and Natural Ice Tea ranges are also gaining recognition.
Has global trend of healthy lifestyle and organic food positive influence on interest in Herbapol products? Global healthy lifestyle trends and organic food definitely contribute to the interest in the Herbapol brand, which for 70 years has drawn inspiration from nature and is now winning the hearts of cus-
Export means not only business for the company, but also the promotion of Polish brands and our wonderful products abroad. Polish herbs with their unique quality parameters are a perfect example.
tomers with the highest quality products. Ingredients from local suppliers, recipes without unnecessary additives or â€˜enhancersâ€™ as well as
us. They confirm that the direction to draw inspiration from nature,
the highest quality at every stage of production are elements that per-
which we took 70 years ago, is still relevant. We are delighted that
fectly meet the current needs of increasingly conscious consumers.
consumers are becoming increasingly aware and pay attention to the
FfP_HL_ZP_herbal_205x290+3 mm_1okladka.indd 1
How about the plans of developing Big-Active brand?
high quality of products. We are proud that we meet their needs and 2018-04-11 16:28:37 offer products of the highest quality.
The Big-Active brand is constantly growing. In the future, we want it to be available not only in Poland, but also abroad. With its
What should we expect in the nearest time? Will next
rich and diverse portfolio and high-quality products, it will surely be
products and news raise products of abroad recipients?
We are constantly working to develop our portfolio to meet the ever-changing needs of our customers. Further novelties will surely
Herbapol is the conqueror of many awards for their
be introduced not only to the Polish market, but also for export. We
products, among others The Gold Receipt 2017 for syrup
are certain that high quality ingredients will conquer the hearts of
Raspberry from the Fruity Pantry line. Which distinctions
consumers, as they have done so far.
are the most important for You? All the awards that our brand has won are equally important to
Interview with Bogdan Łukasik, Chairman of the Supervisory Board of Modern-Expo Group displayed. For the first time at a trade fair, Modern-Expo presented itself as an innovative company offering chiefly intelligent solutions. However, they were not only conceptual solutions, but by and large solutions that were ready for sale. As for the factory in Lublin, it turns out that it is progressively becoming too small. At the moment, we are already working on a project to expand it with new production floors. We also moved our offices to the new headquarters. We tried to do so in a very modern, yet modest fashion. First and foremost, these offices are to be functional and employee-friendly, because their work effect in successes achieved by the company.
Looking at the development of the company so far, this probably isn’t the end of investments... Further investments will certainly be implemented in Poland. One of the most important investment phenomenon is investment in other entities that we acquired last year, and this year we are planning further acquisitions. Acquisition is definitely a new direction in the development of the company. In fact, it was only a year ago that we decided to take over companies which have specific competences. Bogdan Łukasik, Chairman of the Supervisory Board of Modern-Expo Group
In general, the idea is to shorten the time it takes to reach certain solutions. We know which expertise we have and which are expected from the market – whether it is competence in the field of design or competence in the field of IT, or in the areas of new technologies or robotics. These competences are built over a relatively long period, which is why we have decided to acquire other entities. The negotiations are quite advanced, but at the moment I can only say that one such company is located in Eastern Europe and another in Western Europe. We are currently working on both acquisitions. I think it may be a surprise for the market.
The year 2017 was certainly very important for the development of Modern-Expo Group – the noticeable
What are the new retail solutions introduced by Modern-
participation in the EuroShop trade fair in Dusseldorf,
Expo Group in the recent period that you are particularly
the announcement of cooperation with Schweitzer, the
proud of? Which of them have been fully introduced into
opening of a factory in Vitebsk, and finally a new factory
trade and which are in the testing stage?
and headquarters in Lublin...
Virtually all solutions that we presented at the EuroShop are cur-
The year 2017 was really intense, but at the same time very suc-
rently in the process of commercialisation. Both our flagship product,
cessful for the entire group. First of all, we have met all sales targets,
i.e. Fresh Box and Click&Collect, are solutions that are currently be-
as a result of which we can implement further investments. We have
ing tested by many customers. We have some implementations in
also concluded two investments that we have talked about for a long
the postal segment, which is new for us, and the product is constantly
time – one in Belarus as the foundation of our position on the Eura-
being improved by our team of engineers. The innovation that we are
sia, Russia and Kazakhstan markets and the second in Poland for our
currently developing in this product is an automatic cooling system
European partners. Meanwhile, with reference to the EuroShop trade
for each individual cell. It is associated with huge energy savings and
fair, it is worth emphasizing that this is the ‚Olympic Games’ for us, for
high flexibility. This is a complete novelty on a global scale because
which we had been preparing for a long time, and in 2017 we were
usually entire boxes are chilled. Another product we talked about are
most definitely rewarded with a medal. Our stand was distinguished
smart shelves. At the moment, this product is already patented, so we
not only by its visual design but, above all, by the products we
are prepared for mass production. Other pilot projects are also under
way. However, at the moment we are focusing mainly on the issue of
changed a bit, as well as the way of servicing these customers. They
software and extensive functionality based on the latest technologies
can use our services directly through contact with the branches loca-
and solutions in the cloud. We aspire to the global launch of this
ted in chosen part of the world, but also I want to remind you that we
product from day one.
have more than 45 partners who distribute our products. Therefore, our products can also be purchased through the dealer network.
You are the leader in the field of store equipment in Central and Eastern Europe, but you are not limited to this market...
Recent significant projects and plans for this year...
The fact based on figures is that our products have gained a fo-
Our greatest success was the venture in Dubai, where, for the first
othold. However, I have often said that our aspirations are much big-
time, Modern-Expo also carried out construction work. We took over
ger. Our next short-term goal is the leading position in Europe. Me-
the responsibility of managing the entire project, i.e. laying tiles, organi-
anwhile, the long-term goal is to achieve the leader position, which
zing lighting and, of course, providing the full range of equipment. The
we can do only through realization of projects on the global market.
project was extremely difficult, because the entire project management
However, we constantly assume the position to think globally while
rested on our shoulders, but it was a complete success. As a result, we re-
maintaining a local strategy. We want to be very well-rooted in local
ceived 7 more hypermarkets that we will be realizing in the coming mon-
conditions. This is why we have branches in every country in Europe
ths. It is a 2-year plan being implemented in the United Arab Emirates.
and we are opening more. We currently cooperate with entities that
Moreover, we received an invitation from other companies in that region
are global players and receive from them invitations for cooperation
to take on the organization and implementation of such projects. Undo-
in Asia, India and America. By receiving these types of offers, we
ubtedly, this is one of the biggest successes, because it was a immense
make investment decisions about opening new offices or companies.
challenge and few companies in the world would be able to cope with
Therefore, I think that
these types of pro-
the current 9 branches
ject. Certainly, yet
that we have is not the end and soon more will be established.
We deliver products to over 60 countries around the world and cooperate with global companies.
So you are already
another is the fact that we have worked out the leader position in the production of checkout
a global player?
counters and practi-
Yes we are. We deliver products to over 60 countries around the
cally all of retail chains in Europe have invited us to participate in the
world and cooperate with global companies. Even if we look at it in
development of new concepts. This is special for us because we were
terms of classification of suppliers – through global companies, espe-
not invited merely to take part in a tender where we are to submit an
cially from the FMCG industry – then if a company operates in two or
offer, but we were requested to develop a product together with them.
more regions, it already automatically receives the status of ‘Global
Participation in such preparations where we are able to share our expe-
Supplier’; meanwhile, we operate in the regions of Eastern, Central
rience, such as the organization of the checkout area, gives us great satis-
and Western Europe. In addition, we also operate in the Middle East
faction, and when we create a product, and based on our design other
and North Africa, and last year we also completed the first delive-
companies are invited to take part in the tender – this is an enormous
ries to America. We don’t neglect Poland either. I believe that our
pleasure. Our self-checkout counters, which were presented as a novelty
products should be in every Polish store and this is not just wishful
at the EuroShop trade fair, can now be seen in stores. They are working
thinking, but a deep conviction that they are simply the best, both in
great and I must admit that we are preparing further versions. We are
terms of quality and functionality.
also working on dedicated solutions, which may soon be quite a surprise for the Polish market, because individual store chains have decided to
You equip the largest retail chains both in Poland and
implement our self-checkouts. We have obtained the feedback of recent
worldwide. Can the owners of smaller retail stores also
research, to the effect of 98% of recognisability, which is actually a phe-
benefit from the Modern-Expo offer? How can they get
nomenal result and creates a very good insight into the future, where we
information and choose the right range of equipment?
will truly be able to forget about the checkout area and queues. I hope
We never divide our customers into the worse and the better. We
that we will be the first company in the world that will effectively imple-
value each and every one of them. Especially that we really and truly
ment artificial intelligence in trade, which our clients will be able to use
grew out of a small trading company and it was thanks to small en-
and thus generate greater profits.
tities that we were able to build our company. So the owners of smaller stores are always welcome. Of course, our product structure has
Analysis and Critical Control Point), BRC
universities, specialising in food technology. We
(The British Retail Consortium), IFS Food
follow Consumers’ expectations, we stay ahead
(The International Food Standard), and – for
of the trends, and – as you can see – we make
selected products – the NO GMO, HALAL
no compromises with regard to quality. This
and KOSHER certificates, which make our
strategy is being well received by our Business
products a very-attractive choice for the
Partners, and, above all, by the Consumers.
Consumers from different countries. Howev-
Interview with Robert Okoński, Sales Director at Wawel S.A.
er, the quality required for the certification
In which countries is there a greater
purposes is one issue. Another, and quite an
demand for such products? Are “clean
exceptional one at that, is our decision to be-
label” products more desirable abroad
come the industry pioneer, by improving our
than in Poland?
products through the removal of any unnec-
Our observations show that this is a global
essary additives – something particularly ap-
trend, and the behaviour and expectations of
preciated by Consumers, not only in Poland,
Consumers, especially in Europe, are becom-
but also on foreign markets. All this is having
ing more-and-more similar. The vogue for
an impact on the stable development of our
broadly understood naturalness in the FMCG
How important are exports in Wawel’s
exports. Our foreign sales are growing, ac-
industry is a global trend, and the “Good In-
business mix? The data published by
cording to forecasts, at the rate of more than
gredients” policy fits in with this perfectly. In
you indicate that this area of your
a dozen percent annually.
its most-recent report, the Mintel research
activity is systematically growing.
agency, the world leader in market intelli-
Wawel has a strong, leading, position in
True – for today’s consumers the
gence, presented the trends in the global
the manufacturing of confectionery in Po-
quality of products is very important.
food and beverage markets in 2018. It turns
land, but indeed we do not forget about
How far advanced is your Good
out that among the basic expectations of the
exports, which are a very-important part of
modern Consumer is the “clean product”
our business. We are systematically work-
Today, our “Good Ingredients” strategy al-
tag, i.e. free from any unnecessary additives,
ing on our international expansion, and the
ready covers all our products, which means
which still provides 100% taste, and is sold at
growing popularity of our sweets, their high
that they have received the simple “clean la-
a fair price. And, according to the research-
quality, and the ready-made system solutions
bel.” This is a unique initiative, and our key
ers, a perfect example of a response to these
for our product merchandising and sales, all
project, which is being developed continuously
trends on our domestic market is our project!
stimulate the good results we achieve. We
and dynamically. Thanks to efficient work on
Since it is an independent report, such a dis-
are prepared for the expectations of modern
recipes, today we are one of the first, or maybe
tinction pleases us all the more.
trade, when it comes to the exposition of our
even the first, large producer in Europe, which
products, sales support and way of packaging
has successfully modified the formulation of all
Wawel is one of Poland’s favourite
adapted to the highest standards. In particu-
its products. We have successfully eliminated
brands. It is also one of the oldest
lar, I mean our modern packages for shelves,
artificial aromas, unnecessary preservatives,
companies which manufacture sweets
racks e.t.c. and interesting forms of display
and the E476 emulsifier, as well as colourants;
in Poland. But how are your products
systems for bulk products as well. We can
instead, we now focus on natural raw materi-
being received by foreign customers?
offer many surprisingly interesting solutions
als, certified additives, e.g. GMO-free soya lec-
Which foreign countries are the major
which means to our Business Partners a sig-
ithin, and the gradual elimination of palm oil;
importers of your confectionery?
nificant degree of freedom, and a guarantee
at the moment, it is not contained in any of our
We have recorded dynamic growth in sales
of successful sales. Our foreign Partners ap-
chocolates (without filling) any more. We have
in the countries of the European Union – we
preciate the fact that Wawel has 100 years
also increased the content of ingredients which
are pleased with our success in both the old
of tradition, yet today it is an extremely
are desirable in a given product, such as nuts
and new Union States. We have also man-
modern company, with two state-of-the-art
and fruit juices. All this to provide the more-
aged to go outside the so-called ethnic shelf
production facilities. The two plants meet all
and-more demanding Consumer with natural
– our products, in specially prepared export
the international safety and quality standards
and innovative sweets of the highest quality,
packages can be found on the shelves of the
required in the food industry, including the
with no unnecessary additives. In the process
largest trading chains in Germany, the UK,
Certified Quality Management System com-
of so-called “label cleaning,” we were advised
and the Central and Eastern European coun-
pliant with ISO 9001, HACCP (The Hazard
by outstanding experts – professors of reputable
tries. The tastes of our foreign Consumers
Various types of the sales system called “Freedom of choice” created by Wawel for effective selling of bulk sweets.
match those of the Poles. The top sellers in
cility. The coming years will see us actively
ation with Distributors in the more-distant re-
our export sales include, similarly to those on
taking advantage of the investments we have
gions of the world. Apart from top-quality prod-
the Polish market, our high-quality chocolate
made, and the opportunities here are many.
ucts, we provide our Business Partners with a
bars, Choco & Fruity agar agar jellies or Fresh
Our constant strategic goal is to produce con-
professional and very-efficient service, as well
& Fruity pectin jellies, as well as Tofflairs and
fectionery of the top quality, and each and
as support in promotion and marketing tailored
Choco & Peanut candies – extremely trendy,
every product we sell must meet the highest
to the markets on which they operate. Partic-
not only on the domestic market.
standards, which we have set ourselves. Ad-
ularly noteworthy is our proprietary system
ditionally, we try to engage our Customers in
supporting the sale of sweets by weight, the
Wawel still manages to surprise its
social activities, mainly through the “Growing
“Freedom of Choice” programme. Our sales
customers with new ideas. What
Heart” project, under which we are coop-
modules, available in 4 different configurations,
should we expect in the nearest future?
erating with the leaders of Poland’s greatest
work very well in both the smaller stores and
Last year we further developed our pro-
charities, transferring a specific amount from
the large retail spaces, and at the present time
each product for social purposes.
they are operating in over 4,000 stores in Po-
duction plant, which will not only increase our production capacity by some 20%, but,
land and abroad. Thanks to our solution, our
most importantly, it will improve the quali-
What are the export plans of Wawel,
Customers can create their own mixes of their
ty of our flagship products, and will allow us
and what special solutions does it
favourite sweets, while simultaneously benefit-
to include new categories of products in our
have for its foreign Business Partners?
ting from unique offers which go with this pro-
portfolio. Even as we speak, our new prod-
Our products are already available in almost
gramme – either by receiving an attractive gift
ucts are entering the market, and this is pos-
50 countries in the world, and this is still not our
or by purchasing sweets in specially-designed
sible thanks to our most-recent investments.
last word in this regard. Our goal is the consis-
gift packs for every occasion. So it is safe to say
Our Customers can rest assured that all our
tent development of their distribution in collab-
that we are fully prepared for cooperation with
products leave the factory at their best, and
oration with the largest European networks, as
foreign distribution networks, and we are in a
that they are made in a state-of-the-art fa-
well as the development of long-term cooper-
position to meet any demand.
What is the most important factor when it comes to doing business right? Good relations, experience, knowledge of the global supply chain and cooperation with professional partners. Wiktor Sawosz, Owner of the Brand Distribution tells us about cooperation benefits and difference between Poland and others markets. they always find a way to win with an ever-growing competition. For a long time, our products have been very successful on British or American markets. Now, they are also appreciated by clients from Kazakhstan, Uzbekistan or Mongolia. We are also starting export into Taiwan, Singapore and Australia. Additionally, we have many inquiries from African markets, and also countries such as Iran, Iraq, Afghanistan, Libya, Israel or United Arab Emirates. This is possible
Wiktor Sawosz, Owner of the Brand Distribution
because of the dedication of our management staff and our experienced team of merchants. Brand Distribution employs 130 persons
When was Brand Distribution established and what services
and has very ambitious, future development plans. Due to regular
does it offer?
participation in trade fairs, our customer base is constantly growing
Brand Distribution Group is a family business established in 1993
and our high quality of service strengthens the loyalty of our clients.
by me and my wife. This year we are celebrating the 25th anniver-
For us, this is crucial information, which inspires further develop-
sary of the company’s existence. From the start, we were involved
ment and conquest of subsequent markets.
in the export of goods produced in Poland into foreign markets. In the ‘90s, countries such as: Belarus, Ukraine, Russia, Baltic States
Which Polish products are most wanted around the world?
and Kazakhstan were the natural sales markets for our products.
Confectioneries, chocolate products and drinks have been at the
We are still providing these markets with our merchandise, but after
top for many years. Recently we have noticed a big interest in ice
Poland joined the European Union the scope of our activity has
cream, which constitute a gradually bigger part of our overall sales.
significantly widened. Presently, we export FMCG products to 94
We would like to triple the sales of this product type. Polish ice cream
countries on the globe. We are constantly looking for new goods
are sought-after in the farthest parts of the world, e.g. African coun-
and developing our partnerships with manufacturers. Food products
tries. In many foreign markets, Polish meat and dairy products, and
constitute about 60 percent of all of the provided goods. Formerly,
fruit or vegetable preserves are objects of great interest.
this ratio was entirely different. In the ‘90s, we sold many more
cosmetics and household chemicals. Since 2007, the sale of Pol-
What challenges do you encounter in your work? What
ish food products have dominated our activity, which is a proof of
obstacles are there for the Polish export?
the high quality of these goods. Numerous Polish companies focus
Brand Distribution Group has its branches in Germany, Spain
on innovative production methods and modernize their facilities.
and Great Britain so there are numerous experiences I can share.
Clients from all over the world appreciate this fact, since they are
Our department in London has been functioning for five years and
aware of the high quality and affordability of the Polish food prod-
during this time we have noticed that starting a partnership with Brit-
ucts. From my experience, I can say that Polish entrepreneurs can
ish manufacturers is easier than with Polish ones. Even owners of
be characterized as proactive, innovative and industrious, therefore
brands known in the British market express the will to expand their
sales into new markets and we manage to formulate very benefi-
many, but firstly they should be thoroughly researched before starting
cial conditions of collaboration. I have noticed that such openness to
a business there. Brand Distribution Group focuses on developing
cooperation among the manufacturers is not yet present in Poland.
sales in countries such as: Brazil, Peru, Ukraine, USA, Great Britain,
Brand Distribution Group has several hundred regular customers in
Nigeria, Egypt, China, Taiwan and Singapore. The aforementioned
various regions of the world and our clients utilize the whole package
markets are characterized by big competition from around the world,
of services which we offer. Polish companies do so less willingly and
e.g. China, USA, Great Britain and Germany, which are faster in pre-
it is hard to say what is the reason. I wish our domestic companies
vailing on new markets. American and British products have been
are able and not afraid to take advantage of the potential offered by
available for years in almost all markets. We, however, still have to
entities such as Brand Distribution. A change of Polish manufacturersâ€™
pave the way. It is important to find reliable partners in the new mar-
attitudes is precisely one of the challenges of this industry. We believe
kets and formulate rules facilitating a good partnership.
that because of the partnership with our company, Polish manufacturers can increase their export, as well as enter new markets more easily. We are a trading and service company and our mission is to â€žHelp people and organizations all over the world regain time for important mattersâ€?. We realize that mission in the FMCG industry using complex commerce, marketing and logistic solutions based on partnership. Having such considerable experience we are able to quite
For many years, Brand Distribution Group has been developing partnerships with international and local commerce networks in Poland, and abroad, by supplying them with, among others, Polish brand products.
precisely predict the prospects of a product in a given market. Good relations with our customers all over the world, which we have devel-
Which foreign trade fairs are the most important for you?
oped over the 25 years of our activity are critical to the functioning of
Brand Distribution Group sales team is present at almost all of the
our business. I also think it would be beneficial if the Polish govern-
most important foreign trade fairs such as: ISM Cologne, ALIMEN-
ment would increase its support for export. A more active promotion
TARIA Barcelona, ANUGA Cologne, IFE London, GULFOOD Dubai,
of Poland, our brands and manufacturers is necessary. We have many
PLMA Amsterdam, PRODEXPO Moscow or SIAL Paris. Additionally,
commendable products and therefore we should intensify actions
we participate in fairs in the United States, which we consider a pro-
aimed at increasing export of the Polish merchandise.
spective market. We are also present at fairs in Iran or Africa. There are many more development topics on which we are work-
Do you support the manufacturing of private label products?
ing in our company. We care about expanding our portfolio with
Which export markets are the most prospective?
innovative Polish products which would interest our foreign contrac-
For many years, Brand Distribution Group has been developing
tors. There are many small and medium Polish manufacturers re-
partnerships with international and local commerce networks in
sponsible for exceptional products. However, they are not sufficiently
Poland, and abroad, by supplying them with, among others, Polish
promoted or do not have experience in international sales required
brand products. We receive requests from such networks to recom-
to arise on the foreign markets. Basing on our experience we are ca-
mend Polish manufacturers which could be interested in producing
pable of helping them in these matters. The benefits will be mutual,
for particular own-brands. This is another opportunity to grow for the
so we invite to cooperation.
Polish food manufacturers. When it comes to the most prospective export markets, there are
Looking for new partners The Makarony Polskie Group can consider the past year of 2017 a very successful one. Revenues from sales amounted to PLN 144.9 million, approx. PLN 20.7 million higher than in 2016. Zenon Daniłowski, the President of the company’s Management Board, told us about the share of exports in this success and about prospective markets.
Zenon Daniłowski, President of the Management Board, Makarony Polskie Group
How large is the share of export in the company’s revenue?
a considerable volume, which makes it hard in logistics. It is not
Last year, exports of pasta from Poland reached 19 thousand tons,
economically viable to sell in small batches – the quantity has to
at a production exceeding 150 thousand tons – so approx. 15 per
be counted in containers, otherwise no profit will be achieved. As
cent of the production was exported. In 2017, the Makarony Polskie
I have already mentioned, pasta does not like being transported
Group exported approx. 4 thousand tons of pasta, accounting for
over long distances, so it seems valid to intensify cooperation with
approx. 6-7 per cent of our revenues. Export is among the most prof-
our closest neighbours. It is better to perform deeper penetration
itable area of our business.
of a market on which you have already managed to succeed than to try and build your presence on a completely new one. A local
What countries are the main recipients of your products?
business partner is the key to success. We have them in Ukraine
Our largest customer is Ukraine, having increased the imports of
and Egypt, and we are looking for more.
pasta from Poland by nearly 50 per cent last year. In 2017, our exports to Ukraine reached the value of PLN 4 million, and our pasta under
How do you search for new customers on foreign markets?
the Sorenti brand can be found on the shelves of leading Ukrainian
It is best to acquire new contacts on foreign markets during foreign
distributors. Ukraine and Egypt are our major markets. Another very
trade fairs. We often exhibit on national stands organized by the Min-
interesting direction of business is Scandinavia. Such products as ani-
istry of Agriculture and Rural Development or the National Support
mal-shaped pasta for children or bio products sell there. Abroad, one
Centre for Agriculture. We have been in Dubai, we will also be in
has to stand out particularly and offer what the competitors do not
Singapore, Shanghai, and at the SIAL fair in Paris. We participate in
have. We are also present on the Chinese market with our products.
many events of such a kind. Finding new customers is always a chal-
We introduced the Sorenti pasta to a large trade chain six years ago.
lenge. Today, there is no such thing as a simple sale, because a fierce
This market is somewhat problematic because few companies are
price war is taking place on the market. Many foreign producers offer
able to satisfy the substantial needs of a Chinese distributors.
prices so low that they prevent us from entering e.g. African markets. There are two types of pasta consumers: those who look for a good
Does the company plan to enter new foreign markets?
product and those who want to satisfy their hunger at a low cost. Our
We are considering cooperation with the Middle East and de-
products belong to the premium segment.
velopment of operations in countries bordering Poland. Pasta is a difficult product for export sales – it is lightweight but with
POLISH FOOD EXPORTS ARE ON THE RISE Maciej Szatkowski, Senior Manager Consulting Services Department of the Advisory Team for the FMCG sector at KPMG in Poland
The main markets where Polish food products are sold are EU countries – 81% of
Since 2010, the value of exports of Polish agri-food products have been steadily increasing, and in 2017 they reached EUR 27.3 billion, which is 12.3% more than in the previous year. The balance of foreign trade in this commodity group is also improving – as we read in the report of the National Centre for Agricultural Support – the value of the balance sheet over the last 7 years has more than tripled, reaching EUR 8.4 billion last year. 40% increase). In total, sales to the CIS coun-
position. The Polish export hit is chicken win-
tries account for 5% of total exports.
gs, which are increasingly sold to Far Eastern
the value of all food exports. Among the EU
Another important market for our agri-food
markets. The second group in terms of the
countries, Germany remains the largest reci-
products is the United States – in the last year,
value of exports is cereal grains and their pro-
pient – sales to this market increased by 18%
the value of sales on this market increased by
ducts, the third is tobacco and tobacco pro-
in the last year and now accounts for almost a
as much as 40% and constitutes 2% of the va-
ducts, where the value of exports is generated
quarter of all Polish food exports.
lue of foreign sales of Polish food.
mainly by sales to foreign markets of cigaret-
Despite the embargo on some groups of
The largest exported product group is li-
tes manufactured in Poland by international
food products, the value of food sales to Rus-
vestock, meat and meat products – which is
tobacco concerns. Important groups are also
sia increased by 23% year-on-year. The value
responsible for 21% of the sales value. As part
dairy products, as well as sugar and confec-
of exports to Ukraine is also growing (a 24%
of this group, in the first position, we sell poul-
tionery products, among them chocolate pro-
increase in comparison with 2016) and Mol-
try meat and products, followed by beef and
ducts, which we sell very effectively to Eastern
dova (a 24% increase) as well as Kyrgyzstan (a
beef products, with pork holding the third
and Middle Eastern markets. Both commodity
is the largest recipient of Polish goods abroad
of the value of all Polish food exports goes to European Union
groups account for 8% of the value of exports.
titions in Germany for the tastiest products
of the ‘old union,’ whose plants were built
For several years, the export of fish and, abo-
from this group).
at the turn of the century and are unable to
ve all, processed fish products has been gro-
As the main barriers to the development of
compete with us in terms of cost effective-
wing rapidly (currently, this group already has
exports of Polish food and agricultural products,
ness of production or new processing tech-
a 7% share in the value of sales), and fruits
the respondents indicated currency risks, bar-
nologies. The second competitive advantage
and fruit products – a 5% share in exports.
riers resulting from the political situation in re-
which we are still effectively using is access
Considering the above-mentioned values
cipient countries, as well as unclear procedures
to a relatively cheaper workforce. These two
and the dynamics of Polish food exports, the
and bureaucracy associated with obtaining the
advantages increasingly allow Polish entre-
results of a survey carried out in mid last year
necessary certificates and permits.
preneurs to win tenders for the production
by the KPMG consulting company among
Considering the structure of retail trade in
of processed foods for Western chains. The
110 Polish companies exporting food pro-
EU countries – particularly in the so-called
increase in sales to these channels would pro-
ducts are not surprising, showing that only
‘old EU’ – it is very difficult for Polish expor-
bably be even higher, if it were not for local
10% of respondents indicated that they are
ters to sell products under their own brands.
protection programmes and ‘consumer pa-
dissatisfied or rather dissatisfied with sales
The costs they would incur for the promotion
triotism’ movements, which force the chains
success abroad. According to the respon-
of their own trademarks and the introduction
to produce a certain part of the products sold
dents, the highest quality of the products sold,
of products to retail chains, which are re-
in the country in which they operate.
the trust that the exporters have been buil-
sponsible for the lion’s share of grocery trade,
However, in the case of Eastern and Far
ding for several years, and the professional
mean that few entrepreneurs decide on en-
Eastern markets, the sale of Polish products
sales service combine to contribute the most
tering the markets under the banner of their
under own brands is easier. This is due to two
important factors to the success. The price le-
own brands. Most producers decide to pro-
reasons – first of all, ‘traditional’ trade is still
vel at which Polish products are offered was
duce PLB (Private Label Brands) for leading
the dominant retail channel – it is easier to
indicated only as 7 out of the top 10 most im-
retail chains. In this area, Polish entrepreneurs
introduce a new brand for sale; and secondly,
portant success factors. Polish producers are
are scoring increasing wins over their counter-
products marked as being produced in Euro-
appreciated for using the latest production
parts from the western part of our continent.
pe are perceived by local consumers as being
technologies, exemplary control of the entire
Most of the major food producers in Poland,
of much higher quality than their domestic
production process from ‘egg to finished po-
with the aid of, among other measures, EU as-
products. The Chinese market is especially
ultry product’, and for very high flexibility in
sistance programmes, have radically moderni-
eager to buy Polish products with the ‘Made
adapting recipes to consumer flavour prefe-
sed and expanded their production facilities.
in EU’ label; but likewise, there is the growing
rences in target markets (e.g. for several years
In this manner, a major strategic advantage
tendency to eagerly reach for the ‘Made in
Polish herrings in cream have won compe-
was created for producers from the countries
For more than ten years, we have been observing a constant increase in the turnover of Polish foreign trade in agri-food products. Moreover, the growth rate of the value of exports is noticeably higher than the one of imports, affecting the systematic increase of the positive trade balance. Since 2004, the accession of Poland to the EU, the balance of foreign trade in agri-food products has grown more than ten times. mention: fish and fish preparations, cereal and flour preparations, meat, mainly poultry, offal and meat preparations, cereals, confectionery products, vegetables including mushrooms, dairy products, and fruit, including nuts.
Katarzyna Kwiecień, Director, Export Support Department, KOWR
It is an interesting and possibly surprising piece of
Polish food exports keep growing year by year. This is surely
information that excluding the EU countries, the largest
good news for our producers. Could you discuss the causes
recipient of our food is the United States. Immense growth
behind this positive trend?
has been recorded here. What lies behind this success?
The increase in Polish agri-food exports is being affected by many
The cornerstone of this success is the large attractiveness of the US
factors. These include the favourable situation on the markets of Po-
market, comprising several factors, such as over 300 million potential
land’s main trade partners, or competitiveness of domestic export
consumers with diverse tastes, whose numbers are still growing; open-
goods. Consumer awareness is on the rise as well; a foreign consumer
ness of the market to new products – the US economy is among the
is increasingly likely to choose low-processed, high-quality food, rich
world’s most absorptive ones and is able to find outlets for the con-
in nutritional value. The Polish offer perfectly fits in with this demand.
stantly increasing new goods; the increasing interest in healthy foods,
We would like the Polish offer to compete – to stand out on foreign
BIO products, due to the increasing demands of the society concern-
markets thanks to the quality, high taste and nutritional advantages of
ing the quality and origin of the products consumed (health-oriented
Polish foods, high safety standards, as well as the unspoiled produc-
trends apply primarily to metropolis inhabitants).
tion environment and the richness of our product offer. We increas-
However, the US market is also characterized by very high competi-
ingly encounter such reception of Polish foods on foreign markets, as
tion. Therefore, in order to succeed, promotion of Polish foods on this
evidenced by export results. Moreover, export is an important factor
market should be intense and continuous. One should also make the
stabilizing the domestic market, enabling transfer of surpluses to for-
Americans associate a Polish product with high quality and the best in-
eign ones. Strong competition on the domestic market encourages
gredients. Very good export results of Polish foods to the USA in 2017
Polish entrepreneurs to initiate export operations.
(volume of exports: EUR 523 million – a 40% increase compared with 2016) evidence the high awareness of the Polish exporter in this regard.
Our largest customer is Germany. What Polish products enjoy most popularity there?
On what other distant markets do our foods have the
Germany invariably remains Poland’s main trade partner with re-
chance to succeed?
gard to exports of agri-food products. In 2017, exports to this country reached EUR 6.5 billion, being 18% higher than the year before. The
Asian, Middle Eastern, African and North American markets are indicated as the most prospective ones for Polish agri-food exports.
German market is a potential outlet for products of all branches of
Additionally, the plan of foreign promotional activities of the
the agri-food sector, as evidenced by data concerning the turnover of
National Support Centre for Agriculture for 2018, upon consulta-
foreign trade in agri-food goods over the recent years.
tion with entrepreneurs cooperating with the NSCA, includes the
An important role in the choice of a product by a German consum-
following markets: Germany, France, Mexico, Singapore, South
er is played by its high quality, as well as food production methods
Korea, Taiwan, Thailand, Indonesia, Kenya, and Russia. These
and standards, such as animal welfare issues. Among Polish products
are markets with a market potential, on which Polish foods have
with the most potential of export to the German market, one can
a chance to succeed.
INTERVIEW Many companies I interview would gladly build their presence on the Chinese market. How do you assess the chances of Polish food products on that market? I believe Polish food products have a great opportunity to succeed on the Chinese market. They are products with proven high quality, enjoying the trust of consumers as compliant with EU standards and coming from clean regions of Europe. However, support to entrepreneurs interested in exports to this market is necessary in order to really make it true. On the one hand, it may come from the entrepreneurs themselves, as they benefit from associating and mutual assistance. The poultry industry can serve as an example, as it has decided to open an agency in Shanghai. Although avian influenza has thwarted the plans of the industry,
KOWR National Support
Centre for Agriculture
poultry exports to China will soon be possible again (upon completion of the work on updating the veterinary certificate). On the other hand, the Polish administration has a vital role to play, supporting the recognizability of Polish food in China and building the Polish brand through numerous promotional and informative activities, as well as supporting the presence of Polish entrepreneurs in China through such activities as the organization of economic missions of Polish exporters to China, combined with the participation in major fair events of the agri-food industry.
Polish agri-food exports in 2017 reached the value of EUR 27.3 billion, which is a EUR 3 billion growth in relation to the previous year.
The highest level of exports is recorded by the dairy industry
the market. However, the growing trade results evidence that our
and meat producers. Why do these two sectors fare best?
food is gaining popularity and the trust of foreign consumers.
What contributes to the export success of these sectors is, above all, the high quality of the goods produced , as well as Europe’s lead-
What actions in support of food exports are conducted by
ing modern production facilities. After its accession to the EU, Poland
the National Support Centre for Agriculture?
had to modernize its machinery which is now technologically ahead
The NSCA conducts a range of activities supporting the exports
of the Western European countries, particularly in the dairy industry.
of Polish agri-food products to foreign markets. The most important
Another vital fact is that the Polish dairy industry has strong brands
ones include the organization of economic missions combined with
which can successfully conquer foreign markets. In the case of the
participation in international agri-food fairs at exhibition stands un-
meat industry, it is worth paying attention to the production potential
der the common slogan “Poland tastes good”. A large part of them
of Poland – we are the European Union’s largest poultry producer and
will be organized under the industry’s programme of the promotion
the EU’s fourth producer of pork. Exports of Polish meat are supported
of Polish food specialities, financed from the resources of the Smart
by numerous promotional and informative campaigns implemented
Growth Operational Programme (SGOP). In 2018, the NSCA gives
on markets in many countries. Each year, the Ministry of Agriculture
the entrepreneurs an opportunity to participate in more than 20 such
also opens access to further global markets, contributing to the devel-
economic missions to countries with the most export potential. More-
opment of the export of Polish meat.
over, the NSCA manages the implementation of information and/or promotional campaigns under the Common Agricultural Policy mech-
What are the greatest difficulties encountered by Polish
anism “Support to promotional and informative activities on markets
of assorted agricultural products.” 6 informative and promotional pro-
On foreign markets, Polish exporters face strong competition from
grammes are being implemented on 5 continents in the current year.
countries that have been building their export position for many
Moreover, the NSCA conducts numerous promotional actions popu-
years. Foreign markets, such as the Western European ones, are
larizing Polish foods worldwide, holds B2B meetings for Polish and for-
strongly saturated. The Poles have to compete with global players
eign entrepreneurs from the agri-food sector, acts as an intermediary
benefitting from large capital and extensive distribution networks.
in the establishment of contacts, and also organizes inbound missions
Outside Europe, unfortunately, Poland is not a well-known country
of foreign importers and journalists from the countries considered to
with worldwide recognition, although various cultural bonds have
be the most prospective for the development of Polish exports.
linked us with many countries. This makes it harder to convince global consumers to choose Polish foods out of all the offers available on
POLISH AGRI-FOOD EXPORTS IN 2017 Iwona Szczepaniak, Mirosława Tereszczuk Institute of Agricultural and Food Economics, National Research Institute
The years 2004-2017 was a period of steady growth with an improvement in the results of foreign trade in agri-food products
Trade in agri-food products occupies an important position in the structure of total Polish foreign trade. The share of food exports in total Polish exports in 2017 amounted to 13.4% (0.2 pp less than 2016), and the share of imports was 9.3% (0.3 pp less). Between 2004 and 2017, the difference in favour of exports was mostly on the rise, achieving 4.1 pp in 2017 (see Fig. 1). Fig. 1. The share of agri-food products in Polish foreign trade (%) 15
(see Fig. 2). Positive changes had already been visible in the year of accession, when
the Polish trade in agri-food products was almost 30% higher than in 2003. Due to the sustained increase in value of both exports
5 export share
and imports, trade also increased in the
following years. In 2017, the total value of 2004
Poland’s trade in agri-food products exce-
eded EUR 46.2 billion, of which exports reached the level of EUR 27.3 billion, whi-
Source: Study based on unpublished data of the Ministry of Finance (MF).
le imports accounted for EUR 18.9 billion.
Fig. 2. Foreign trade in Polish agri-food products (in EUR billion)
Compared with 2004, this shows that trade has increased more than 4.5 times, whereas
exports alone grew by more than five times,
and the increase in imports was more than fourfold. Since Poland’s accession into the EU, the positive balance of trade exchange in agri-food products has increased as well.
2.0 1.5 1.0
nearly EUR 8.4 billion, ten times higher in
0.5 0.4 0.1
relation to 2004. For comparison, the cumu-
In 2017, the value of the trade balance was
in the same period . Therefore, the export growth rate and of the balance of foreign trade in agri-food products significantly exceeds the GDP growth rate, confirming the pro-export nature of development in this economic sector in Poland.
0.2 2012 balance
Source: Own study based on unpublished data of the MF.
GEOGRAPHIC STRUCTURE OF EXPORTS OF AGRI-FOOD PRODUCTS
However, the EU-15 countries have remained Poland’s most important trade partner in the trade exchange of agri-food products. Their
The year 2017 saw an increase in exports of
share in Polish agri-food exports, compared
agri-food products in most country groupings.
with 2016, rose to 62.6%, i.e. by 2.3 pp (EUR
*preliminary data 1 Data of the Central Statistical Office (GUS): https://stat.gov.pl/wskazniki-makroekonomiczne/ (accessed on 30 October 2017).
lated growth rate of the GDP expressed in constant prices amounted to approx. 156%
17.1 billion). The share of exports in the EU-
Fig. 3. The geographic structure of Polish exports in agri-food products in 2017* other
13 countries dropped by 2.1 pp, i.e. to 18.9% (EUR 5.1 billion). On the other hand, the sha-
re of exports in CIS countries was maintained
at a level from 2016, amounting to 4.8% (EUR
1.3 billion) – see Fig. 3.
For many years, the most important reci-
pient of agri-food products from Poland has
been Germany. In 2017, its share in Polish agri-food exports reached 23.7%, higher by
1.1 pp than the year before. The value of exports of these products rose to EUR 6.5 billion, i.e. by 18%. The largest receipts were achieved on the sales of: fish and fish preparations, including mainly smoked fish (15% of the value of Polish exports to Germany), to-
Fig. 4. The main recipients of Polish agri-food products in 2017* Great Britain
bacco products (7.2%), poultry meat and of-
fal (7%), bakery and confectionery products,
including biscuits and wafers (6.2%), as well
as chocolate and chocolate products (4.5%) – see Fig. 4. The second major outlet for Polish agri-food products in 2017, with an approx. 9%
share in total Polish agri-food exports, was
the United Kingdom where we sold agri-food products worth approx. EUR 2.4 billion (a growth by 12%). The main Polish goods pur-
mainly purchased the following from Poland:
rations, including sausages, preserved meat,
beef (19.4% of the value of exports), tobacco
hams and other products (11% of export
products (18.2%), pork (6.5%), pastry goods
value), chocolate and chocolate products
(4.8%), dried fish (4.6%), as well as cheese
(11%), poultry meat and offal (10%), tobacco
and curd (4.6%).
tionery products (6.5%).
Source: Own study based on unpublished data of the MF.
chased by the British included: meat prepa-
products (9%), as well as bakery and confec-
COMMODITY STRUCTURE OF EXPORTS OF AGRI-FOOD PRODUCTS The
exports of agri-food products is dominated
The next, fifth position (a drop from the
by products of plant origin. Their share in
third place in 2016) was occupied by the
the value of agri-food exports in 2017 amo-
Outrunning the Czech Republic, the
Czech Republic which reduced its purchases
unted to 53.9%, lower by 2.6 pp than the
Netherlands shifted to the third position (a
of agri-food products from Poland by 12% to
year before. The largest share in this com-
6.2% share in Polish agri-food exports); re-
EUR 1.4 billion in 2017. The main products
modity group comprised tobacco products
ceipts from sales in that direction in 2017
exported to the Czech Republic included:
(almost 11%), followed by sugar, confectio-
amounted to EUR 1.7 billion, higher by 24%
poultry meat and offal (9.7%), tobacco pro-
nery and chocolate products (almost 9%),
than the year before. The commodity structu-
ducts (9.6%), pastry goods (6.9%), cheese and
as well as cereals and cereal preparations
re of exports to the Netherlands was domina-
curd (5.6%), pork (5.3%), food preparations
(nearly 8%). The share of products of ani-
ted by: tobacco products (17.7% of the value
(4.0%), rapeseed oil (3.5%), and chocolate
mal origin in Poland’s agri-food exports in
of exports), poultry meat and offal (8.7%),
2017 grew to 39.2% (i.e. by 1.6 pp). The
beef (5.2%), chocolate products (5.1%), birds’
The receipts from the export of agri-food
main item in the export structure of ani-
eggs in shell (4.4%), fruit juices (4.2%) and
products from Poland to non-EU countries in
mal products remained meat and meat
2017 amounted to EUR 5.0 billion, higher by
preparations (21% of the value of agri-food
The fourth largest recipient of Polish agri-fo-
12.4% than the year before. The highest in-
exports). Dairy products were also of great
od products in 2017 was Italy where exports
crease was recorded in exports to the NAFTA
importance (7.6%) as well as fish and fish
grew by 14% to EUR 1.5 billion. The Italians
countries (up by nearly 40%).
* preliminary data
RECORD FOOD EXPORT Roman Przasnyski Main Analyst at GERDA BROKER
In 2017, the value of food exported by Poland reached a record high level of EUR 27.3 billion and was 12.3 percent higher than the preceding year, surpassing in terms of dynamics, the increase in the value of total exports, and reaching 10.2 percent. At the same time, the share of agri-food products in exports amounted to 13.4 percent.
Statistical data shows that the previous
labour market and an increase in wages,
products in this sum reaches to more than
year was marked by the continuation of a
and thus, all factors which favourably affect
10 or so percent. Poland exports mainly
very good streak in the Polish agri-food sec-
consumer demand, including a demand for
meat, poultry and dairy products to China.
tor, best confirmed by the export results. It is
The situation is a lot less flattering when
also worth emphasising that although trade
Traditionally, the biggest recipient of Polish
it comes to other goods; this was due to,
exchange was generally favoured by a good
agri-food products is Germany, where last
among other factors, numerous administra-
economic situation throughout the global
year Polish exports of agri-food products top-
tive barriers, including sanitary approvals
economy, the high dynamics of exports of
ped almost EUR 6.5 billion, over 18 percent
and other requirements. China is a particu-
agricultural commodities and food products
more than in 2016. The United Kingdom
larly demanding and capricious partner in
was achieved in not always favourable con-
ranked second, with EUR 2.4 billion worth
this respect. It was not until mid 2016 that
ditions and circumstances, not to mention
of exports (an increase of 12.2 percent), fol-
Poland obtained a license for the export of
the appreciation of the zloty. Despite the
lowed by the Netherlands, ranked third, to
apples to China; and in 2014 for fish and
forecasted slight slowdown in global econo-
where goods were exported for EUR 1.7 bil-
preserves. Another problem is also the ma-
mic growth, in the coming years it should re-
lion (23.7 percent more than in 2016).
ladjustment of the scale of demand from
main at a high level, and this should favour
The exports from Poland to China incre-
Chinese companies to the capabilities of
the export of Polish food; especially, that in
ased heavily last year, by approximately
our producers. The former are usually inte-
almost all countries the phenomena accom-
one third, reaching a record high level. The
rested in exports of large batches of goods,
panying a good economic situation include
value still remains modest and amounted
which is a tall order for Polish small and
a clear improvement of the situation on the
to PLN 12.5 billion, and the share of food
IN 2017 POLAND HAS EXPORTED
MORE FOOD THAN IN 2016
INCREASED EXPORT TO SRI LANKA IN 2017*
INCREASED EXPORT TO USA & TURKEY IN 2017* Polish companies are increasingly boldly looking for new, often quite exotic, directions of export. Exports to Sri Lanka increased almost 3.5 times last year (mainly sugar), while flour exports to Senegal increased by 70 per-
INCREASED EXPORT TO BRAZIL, GHANA, MALAYSIA AND MEXICO IN 2017*
THE VALUE OF FOOD EXPORTED BY POLAND
27.3BN IN 2017
THE SHARE OF EXPORTS OF AGRIFOOD PRODUCTS IN THE TOTAL VALUE OF POLISH EXPORTS
SURPLUS OF EXPORTS OVER IMPORT**
THE BIGGEST RECIPIENT OF POLISH AGRI-FOOD PRODUCTS IS GERMANY, WHERE LAST YEAR POLISH EXPORTS OF AGRI-FOOD PRODUCTS TOPPED ALMOST EUR 6.5 BILLION
cent. Exports to Brazil, Ghana, Malaysia and Mexico were 60 percent higher in the case
and food production industry contributed in
actually have a positive impact, it is benefi-
of each of these countries. We exported over
a significant manner to the maintaining of a
cial for partners who operate under similar
40 percent more food to the United States
positive trade balance.
conditions. However, Polish producers may
(mainly pork) and Turkey (mostly beef).
Poland still sells the vast majority of its
find it difficult to compete with countries
According to Central Statistical Office
food exports to its closest neighbours. Last
such as Ukraine, due mainly to costs; or in
data, there are several thousand companies
year, 81.5 percent of exports went to Eu-
some areas of production and cultivation,
operating in the Polish agri-food industry,
ropean Union Member States, and 4.7 per-
due to an advantage resulting from natural
with an annual turnover of around PLN 200
cent to the Commonwealth of Independent
(climatic, soil or structural) conditions. Reci-
billion. Almost one third of the production
States. This structure has hardly changed in
pients and consumers are paying more and
finds buyers abroad. Poland ranks sixth in
comparison to 2016.
more attention not only to quality, ecologi-
terms of food production in the European
In addition to chances and opportunities,
cal and health requirements, but also, for
Union. The share of our country in the total
it is also worth being aware of the challen-
example in the case of animal products, to
value of the European Unionâ€™s food indu-
ges and threats that the export of Polish
well-being and obtaining of the raw material
stry production increased from 6.9 percent
food may soon face. The biggest challenges
in conditions more akin to natural practices
in 2004 to over 8.5 percent. The share of
include growing competition from other co-
rather than large-scale procedures. More
exports of agri-food products in the total
untries, increasingly higher demands from
and more demanding legal regulations rela-
value of Polish exports in 2017 was 9.3 per-
customers and the proliferation of various
ted to many issues of production and tra-
cent; hence, it was only slightly lower than
types of legal regulations. One of the threats
de are also becoming a problem, including
the level of 9.6 percent achieved in 2016. It
may be the consequences of Brexit, i.e. the
growing protectionist tendencies aimed at
is also worth pointing to the EUR 8.4 billion
exclusion of this country from the common
protecting a given countryâ€™s producers or
surplus of exports of agri-food commodities
market and the perturbations associated
markets, and often serving to block in a ca-
over imports. In total, in Polish foreign tra-
with a possible trade war.
mouflaged manner (for example through the
de, this surplus amounted to only EUR 0.4
Although competition, objectively spe-
billion, which indicate that the agricultural
aking, is not a bad phenomenon, and it can *in comparison to 2016 **agri-food commodities
use of sanitary issues), access of producers from other countries.
Tomasz Łuksza, President of the 3 Topole
3 Topole is a family company with many years of tradition. It has already gained the trust of many customers in Poland and abroad. The company does not rest on its laurels, continuously aiming to improve quality and satisfy the needs of increasingly demanding customers. The president of the company, Tomasz Łuksza, told us about the future plans of 3 Topole and its products which will conquer the world!
How important are exports for the business of 3 Topole?
What are your development plans for the upcoming
This is a crucial area of activity in our company; essentially since
months? Do you plan for any new products?
the mid-1990s, exports have been the main component of our sales
We have been working on them quite intensely since the beginning
strategy. In recent years, it has stabilized at the level of 40 per cent of
of this year. One of the areas where we are introducing new products
total sales. This is important to us for several reasons. Firstly, it enables
is confectionery decorations, known as inclusions. Increasingly more
diversification of risks and distribution channels, and secondly, it helps
customers look precisely for such kinds of sweets. The products we
equalize the demand for our products during a given year.
manufacture are later used in ice cream, cakes and other confectionery products. The other area we are developing comprises the so-called
Which markets are the largest recipients of your products?
clean label products. We modify the composition of our products,
These are, above all, European countries, both those in the Europe-
consciously abandoning artificial colourings or preservatives. To make
an Union and those outside it. Traditionally, they also include Russia
our products even more healthy, we have e.g. replaced glucose syrup
and eastern markets which have always been a recipient of Polish
food products. Recently, we have been getting more orders from European customers than from domestic ones. Speaking about specific
So you follow the trends on the market, such as those
countries, they are: the Netherlands, Hungary, Lithuania, the Czech
connected with a healthy lifestyle?
Republic, Ukraine, and Russia.
That is true, although the trend towards ecological products or li-
As for other world markets, neither North America nor the Far East
mitation of sugar in the diet has not significantly affected the confec-
have belonged in the area of our interest so far. However, we do re-
tionery industry yet. People will not give up their sweet delights so
alize these markets have many niches we can fill. We remain open to
easily. Inquiries concerning clean label products or those with spe-
cooperation – we are primarily concerned with long-term relations.
cial ingredients do appear and 3 Topole is able to meet all customer
I will not deny we have already taken steps into establishing long-term
cooperation with recipients from those markets.
An important part of building a brand is holding certificates How do you acquire new partners or recipients on foreign markets?
of its quality. What certificates do you hold? In 2000, 3 Topole started pursuing various certificates confirming the
Industry fairs and events are surely important for the establishment
quality of our goods. Quite early on, we implemented the ISO certifi-
of relations. Valuable contacts are always acquired during such func-
cate and the BRC system, guaranteeing the quality, legality and safety
tions. Recommendations are another channel, 3 Topole cooperates
of our products. The BRC certificate is derived from the ISO 9001
with many international distributors, which helps in acquiring new or-
and HACCP standards. Currently, it is required by most trade chains,
ders. The fact that the company has existed on the Polish market for 34
and consequently, used by major players on the global confectionery
years additionally strengthens our reliability. We are not anonymous.
market. 3 Topole has had a quality management system, compliant
with BRC standards, in place since 2008. For several years, we have also held the UTZ certificate granted to companies using raw materials from sustainable farming in production. In our case, this is chocolate. We are also a member of the Fair Trade organization the mission which includes the promotion of the Fair Trade idea and standards. We also plan to implement the Halal certificate, at least for part of our products. We wish our products to reach Islamic countries where such certificates are required. European customers look for products holding this certificate as well, since Muslims are becoming an increasingly larger group of customers. For future partners, our certificates are a clear message that we are a reliable company. strategy is the possibility to provide customers with a new, attractive
3 Topole is also the owner of the Figle Migle Candybar brand
product without them incurring additional investment outlays. We
in the premium confectionery segment. Please tell us about
guarantee a short lead time for concepts, as well as relieve own pro-
the products of the Figle Migle Candybar brand – how do
duction resources. We have been an active participant on the private
they fare on other markets?
label market since its very inception. We cooperate with many trade
Yes, Figle Migle Candybar is our Premium brand. We strive to make
chains and producers who have decided to trust us and place their
each of products stand out somehow, with respect to its appearance,
logo on products made in our factories. We are willing to develop
form and taste alike. So far, the Figle Migle Candybar brand only used
custom recipes at the request of our customers, or to suggest product
to be available in online sales. Now, we are starting traditional distri-
solutions meeting specific marketing requirements.
bution, but we are mainly prepared for presence in restaurants and cafés with a higher demand for high-quality products with original
Which product categories fare best abroad?
taste and appearance. As for the exports of this brand, this will be
This depends on the distributor. Some only sell products under our
the first year – we will see how foreign customers react to Figle Migle
Figle Migle brand, while others cooperate with foreign trade chains,
supplying their private label products. Sometimes our products are also supplied as raw materials for other confectionery production. As
How is the private label production developing and how
you can see, it is hard to name specific products. In general, the best
large is its export potential?
product category are our jellies which have been our flagship product
This is essentially the lion’s share of our activity. It has been more
for many years.
than a dozen years since we started developing this area and I think we are quite good at it. The basic benefit from using the private label
Roleski is a Polish company that specialises in spices and condiments. Consumers can find Roleski’s products under private label across the Europe. We talk about plans and new challenges with Jakub Kołodziej, Management Team Member of Roleski. How about new products sector? Tell us more about the plan for them. When designing new products or improving taste profile of the current ones, we take into account suggestions and advice from our consumers. We always try to emphasise the fact that we are a fully family-owned and Polish company, as we believe this guarantees highest quality and also allows us to promote values that we see as most
Jakub Kołodziej, Management Team Member of Roleski
important, not only in business. In the last couple of years we launched three flavours of marinades in handy and easy-to-use bags – we call it
Roleski is family company with Polish capital. The company
“cleand hands” concept. We also launched two flavours (poultry and
produces more than 15 types of mustards, but also ketchups,
beef) of highly concentrated bouillon products in glass bottles.
mayonnaises, dressings, broths, marinates. Which of them are most desired abroad?
Which countries are the most important for your export?
We can see increasing demand for Roleski mustards not only in se-
What about the further countries like China, USA, UAE.
veral countries of Europe, as well as in the USA. Our ketchups are also
When it comes to our Roleski brand, we focus on the European
becoming more and more popular because of their convenient pac-
countries, as they are the easiest to get to. What is more, there are a
kaging (PET squeeze bottle with hygienic closing and dosing system,
number of Polish people living in the major European countries and
but also thanks to their “clean label” recipe. The ingredients list is very
this fact creates sort of “natural demand” for our products that we use
short, there are no “E” additives and no starch.
as leverage when talking to potential importers and distributors. We are also investigating Asian markets and we have just begun exploring
About 50% of your production is private label? How do
the MEA region.
you develop this segment? Which products are the most popular under private label brand abroad.
What kind of certificates do You have? Which of them are
We do not refer to this part of our activities as private label produc-
the most helpful in case of export?
tion per se. We have been trusted by some of the biggest FMCG com-
We have all the key quality certificates when it comes to the food
panies and act as their co-manufacturer or third-party manufacturer
production sector. We are IFS, BRC and FSSC 22000 certified, we are
of some of the most popular “wet condiments” brands from all across
also FDA approved. What is more, we undergo regular SMETA audits
Europe. We produce mustard, ketchup, mayo and dressings. State of
and we are registered in SEDEX, therefore our current and potential
the art technology and equipment together with automatisation of key
business partners can rest assured we are a reliable, trustworthy and
production and cleaning processes ensuring proper food safety make
it possible for us to establish cooperation with companies looking for a flexible and reliable manufacturer of food products.
INTERVIEW In 2017, we exported over 1 million tonnes of poultry, which is approximately 45% of our domestic production. On perspectives and the development of Polish poultry export we talk with Łukasz Dominiak, General Director of the National Poultry Council – Chamber of Commerce. Is the production of private labels a chance for development for the Polish poultry industry? Private labels in supermarket chains have become a serious competition for many products; they also impact the meat market. However, the importance of the brand in the case of packaged meat is not as important for consumers as it is in the case of other food products, especially those which are processed. Therefore, I would not overestimate their impact on the poultry industry. However, taking into account the marketing effort aimed at promoting Polish meat, private
Łukasz Dominiak, General Director of the National Poultry Council – Chamber of Commerce
labels may be an additional opportunity for poultry development and improvement of sales results for many poultry producers.
How does the National Poultry Council support export development? Is Polish poultry popular abroad? Which countries are the
We carry out a number of activities abroad, aimed at, on the one
largest recipients of this Polish resource?
hand, presenting Polish poultry meat in a positive light as a product
For several years, actually since Poland’s accession to the EU, the
that is of the highest quality and one which is entirely safe; on the
value of exports of Polish poultry has maintained a steady upward
other hand, we work intensely at the level of negotiations with policy
trend. In 2017, we exported well over 1 million tonnes of poultry,
makers on the issues of the poultry market in the EU and non-EU
which is approximately 45% of our domestic production. The growth
countries. The National Poultry Council – Chamber of Commerce is
of exports is also desirable for us because it allows Polish producers to
the participant of high-level business missions – for example, in the
avoid overproduction, which incidentally contributes to shaping our
autumn of last year we participated, alongside EU commissioner Phil
export potential. Germany, Great Britain and France are the largest re-
Hogan, in a mission to the Middle East (Saudi Arabia and Iran). We
cipients of Polish poultry meat. Slovakia, Lithuania and the Czech Re-
also host policy makers in our country, as was the case with the visit of
public are very important markets which receive a significant percent
the Chinese veterinary services before the ban on exports to this coun-
of our domestic production. Meanwhile, the most dynamic increase
try was lifted. In addition, our official representative office in Shanghai
in exports compared to the previous year occurred in the case of,
has been in active operation for several years.
amongst other countries, Belgium, Romania and Ukraine.
What are the challenges facing the industry? What must Do Polish poultry producers have a chance to secure
change in order to facilitate the development of the poultry
a position on the Chinese market? What is the potential of
Among the current threats to the development of the poultry sector,
China is currently one of the most important markets when it comes
I would point to three main areas: unfavourable legal regulations at
to the further development of the export potential of Polish poultry. In
the level of both the EU and Poland – I am thinking here, amongst
November 2017, Chinese veterinary services announced the official
other things, about restrictions on the use of GMOs, or restrictions on
opening of the market to Polish poultry, although we will have to wait
religious slaughter. The second area is the threat from growing exports
just a bit longer for the actual launch of exports to China; the final
of poultry from Mercosur countries and unfair practices in the export
version of the bilateral protocol still needs to the established. The pri-
of poultry from Ukraine. The third is the challenges posed by Brexit –
mary focus of the National Poultry Council – Chamber of Commerce’s
let us be mindful that Great Britain is our most important export mar-
activities is the matter of Polish poultry establishing a presence on the
ket. In order to be prepared for adverse changes, we must continue to
Chinese market. Let us hope that this will happen soon – the potential
acquire new markets for Polish poultry.
is huge. What remains to be done are arrangements at the diplomatic level of both countries, and the final green light from China.
high oxygen content
restoration of acid-base balance
t e k r a M Chinese IEW
POLISH OPPORTUNITIES ON THE CHINESE MARKET Andrzej Juchniewicz (PhD) Head of Shanghai-based PAIH Office
Market opportunities are huge, and the numbers that describe it make an impression on entrepreneurs from all over the world. Each entrepreneur who wants to do business in China will face many obstacles. In order to successfully start importing to China, first we
Through many years China transformed into a modern country with ultra-modern metropolises and more than one billion customers. Value of local consumers purchasing power increased during huge economic growth which led them to become consumers of luxury and high valuable products. In comparison to domestic products, western recognizable brands have advantage because of its high quality and prestige. Foreign Trade Offices of the Polish Trade Agency (PAIH) are a global, constantly developed network of the Agency’s divisions responsible for providing support for Polish exporters and investors, overseas. Offices have also been designed to attract foreign investors. PAIH is Honour Patronage of Food Export Congress 2018 held in Warsaw, Poland.
CHINA IN NUMBERS
need to understand local expectations and
tion. It is not only a business opportunity, but
business culture. Without the experience in
an opportunity to improve the offer for the
Export of Polish products to China incre-
Asian market, entrepreneurs are exposed to
Far Eastern customers. This is undoubtedly a
ased in 2017 almost by 1/3 comparing to
huge risk and potential financial loss.
complex, multi-faceted trade operation that
2016 and was highest in the history. Total
requires the manufacturer to fully engage in
export from Poland to China in 2017 was va-
the project at every stage.
lued at 3.35 billion dollars.
Many small and medium enterprises in Europe have marketable products for Chinese consumers, but that doesn’t simply mean that
The largest volumes of export from Poland
Total value of imported goods in 2016 to
it’s the only factor to achieve business success
to China are caused by the exporters of dairy
China was valued at 1779.152 billion dollars.
on the local market.
products. Among others: Mlekpol, Mlekovita,
Biggest exporters to China are South Korea,
Łowicz, Rotr, Colian, Van Pur, Bakalland, San-
Japan and Taiwan. Polish import was only
te, Tago, Flis etc.
0.2% of total imported goods.
We strongly recommend taking into consideration China as a strategic export direc-
FOR IMPORTING COMPANIES, THE MOST ATTRACTIVE GROUP OF CONSUMERS IS MIDDLE CLASS AND HOUSEHOLDS IN URBAN DISTRICTS IN 2012
256M 357M 10YRS
Tyberiusz Marciniak Export Manager Indykpol The Indykpol group of companies is Poland’s largest organisation of poultry companies specialising in the production of turkey fodder and turkey poults, turkey fattening and the production and sale of turkey meat and turkey products. Indykpol strives to provide its customers with the widest possible range of high-quality, branded turkey products. Thanks to the control of production processes, from feed and poults to store shelf, the company can take full responsibility for the quality and safety of our products. Indykpol is a modern Polish brand that offers turkey meat products that have unique properties when compared to other types of meats. Responding with ingenuity to changing trends, the company offers its products under both its Indykpol brand and under its contractors’ private labels. It also offers its products under the brands of foreign clients, both large store chains as well as local distributors, discount and restaurant chains. In developing cooperation with contractors in this area, we are assisted by many years of production and commercial experience, a raw material base and an accommodating approach towards the customer. As the leader in the production of chicken frankfurters and processed meats, we create new trends on the market by introducing innovative new products. In cooperation with our clients, we develop dedicated private labels – frankfurters, hams and processed meats, offered in various packaging configurations (vacuum, Modified Atmosphere Packing, bulk), both chilled and frozen. Various packaging forms take into account both the diverse expectations of our customers and the requirements of target markets. We offer products packed in small vacuum packs intended for retail; in larger packaging for wholesalers and restaurants; up to large collective packaging for restaurant chains and convenience food producers. We implement our projects both on the main European Union markets and on third-country markets, including key Asian markets and other even more exotic destinations. A wide range of production capabilities (both the product itself and the form of packaging), as well as export licenses allow us to adapt to the diverse, often very specific requirements of the markets in which we operate. Indykpol, as one of a few Polish plants, has export licenses for the Chinese market, where it can export frozen, raw turkey parts. With its 30 years’ experience in raising poultry and in the poultry processing technology, the company is among the top industry leaders. It is also the largest producer of processed turkey products in Poland. Through its nationwide distribution network, the company offers its products throughout the country, and is also a recognised exporter of meat and poultry products. The Indykpol brand is a European symbol of quality specialising in a range of turkey products.
~39% KEY FACTORS OF ENTERING THE CHINESE MARKET For importing companies, the most attractive group of consumers is middle class and households in urban districts. According to McKinsey’s report „Mapping Chinese Middle Class”, in 2012 this group was counting 256 million citizens. In the next ten years, it means till 2022, this number will increase to 357 million citizens. When analyzing the market, entrepreneurs should take into consideration the purchasing power of the social group under investigation. During the analyzed 10 years, by 2022, as a result of the enrichment of the middle class, the annual disposable income of households of the entire middle class (all of its component sub-classes) will increase by 166% from USD 1,476 billion to USD 3.912 billion, giving an amount of 11 thousand. USD per year for a household in 2022.
OPPORTUNITIES In the new 13th Five-Year Plan (2016-2020) key opportunities for Polish entrepreneurs include: children, baby and maternity products; elderly healthcare and home medical; e-commerce retail. Key opportunities for FMCG imported from Poland are dairy products such as milk serum, milk, baby formula, milk powder, yogurt. Other products with huge potential are also: sugar, cocoa and its products, biscuits, frozen strawberry, apple, chicken, beer, vodka, tea, frozen fish, potato starch, honey and cereals.
ONE OF THE KEY FACTORS IN DOING BUSINESS IS TRUST. TO BUILD TRUST BETWEEN POLISH AND CHINESE ENTREPRENEURS REQUIRES BIG AMOUNT OF TIME AND BIG AMOUNT OF CAPITAL INVESTMENT.
BARRIERS TO ENTRY First and the most important barrier is distance from Poland. Because of huge distance, logistic is one of the biggest cost to consider when calculating business profitability. Another important factor is right business partner in China. Also, we cannot forget about different business culture. Before starting business with Chinese partners, it is good to acquire some knowledge about doing business with domestic partners. Another issue is the barrier of acquiring information and knowledge about Chinese market. One of the key factors in doing business is trust. To build trust between Polish and Chinese entrepreneurs requires big amount of time and requires big amount of capital investment.
CHARACTERISTIC OF THE CHINESE CONSUMERS The Chinese citizens are travelling the
WAN-VIT The Wan-Vit company focuses on the development and recognition of the 4proactive brand. One of the planned activities of promoting and distributing our nut creams is participation in international food market trade fairs. Europe is an important market and we are focused on our expansion within it. However, following an analysis and conclusions drawn from talks with our potential customers from around the world who visited our stand, we came to the realisation that Asia may also be a target market for our products. We are aware of the fact that exporting to China as one of the selected Asian destinations is long and complicated. We know, nevertheless, that Chinese consumers positively assess products from Poland as high quality and safe. They also trust private label products with the logo of international retail chains. An additional facilitation for Polish exporters is the fact that Poland has joined the group of beneficiaries of the Chinese project: The New Silk Road. The type of nut creams we produce are very popular in China, which presents us with both the opportunity to export and to be successful in sales. In presenting our products at ANUFOOD CHINA, Wan-Vit hopes to find new customers and distributors of our 4proactive products, in addition to private label products. We have taken into account the fact that the process of ‘implantation’ of imported products in China is long and complicated. In addition, cultural differences play a significant role here. The Chinese authorities set requirements for import approval, certificates, and labelling and packaging rules. Each product has a set of special legal regulations. In spite of these challenges, we are determined to ‘implant’ our products onto the Chinese market. We are not discouraged by these procedures, because our goal is to export our products to China, and it is with this goal in mind that we are participating in ANUFOOD CHINA.
world and thus become more and more open
Jacek Bogucki Secretary of State Ministry of Agriculture and Rural Development China is an important prospective trade partner of Poland. It is also one of the priority directions for our activities in the area of foreign trade in agri-food products. This is a market with an immense purchasing power. Our products are just beginning to conquer China, Chinese consumers do not know them well yet. Therefore, through such means as diverse promotional and informative activities, we support the building of awareness of the Polish brand on this market. This brand represents, above all, high quality, affordable products, as well as excellent taste advantages resulting from the naturalness of the recipe. Our balance of trade in agri-food products with China is negative. The value of exports to China in 2017 amounted to EUR 101.4 and remained at a similar level as in 2016. The sales share of agri-food products from Poland to the Chinese market in the entire Polish agri-food exports in 2017 was 0.4%. However, one should pay attention to the increase in the value of the dairy product exports (whey, milk and cream) a total of 50% compared with 2016. The goods which enjoyed great interest on the part of the Chinese were Polish dairy products, poultry meat and offal, cereal and flour preparations, confectionery products, fruit and fruit preparations, live poultry, and sugar syrups. In the previous year, the most popular products with our partners in China were whey, the share of which in the structure of exports was approx. 26%, non-condensed milk and cream – a share of 11%; condensed milk and cream (mainly powdered) – a share of 9%, as well as malt extract and flour preparations – shares exceeding 9%. Moreover, feathers and fluff had a 4% share in the structure of exports. A high interest in the purchase of Polish poultry meat as well as chicken pinions and feet on the part of Chinese companies has been noticed recently. Currently, only a handful of Polish companies can export these goods, but efforts towards the approval of other poultry meat producers by the Chinese party are under way, which should lead to an increase in exports of these products to the Chinese market. It is worth noting that Poland is the sole EU country able to export po-
ultry meat to China. Polish apples, having entered the Chinese market in 2016, have a high export potential as well. The greatest difficulties in the development of mutual trade cooperation are posed by the geographical distance between both countries, as well as mental barriers resulting from cultural and linguistic differences or the different demands of Chinese trade partners. The development of Polish food exports to China is also hindered by phytosanitary and veterinary barriers imposed by the Chinese party, especially in the export of Polish pork and beef. Another problem for exporters can be the complex administrative and customs procedures connected with the introduction of products into the Chinese market; the failure to complete these procedures results in detention of the goods at the border. For many years, Poland has been pursuing an active negotiation policy concerning the removal of trade barriers, as well as conducting promotional activities of Polish agri-food products on the Chinese market. We support informative and promotional activities implemented by industry organizations within the framework of the current systemic solutions, thanks to which, the organizations can acquire considerable financial resources to promote agri-food products, allowing them to compete successfully on the global market. We conduct promotional activities supporting trade exchange with China, in the form of economic missions for Polish entrepreneurs, combined with participation in China’s greatest fair events, as well as other activities promoting Polish food on the Chinese market. We also have wide opportunities for the development of scientific and technical cooperation in the area of agriculture. We expect further successful development of trade cooperation between Poland and China, particularly in the area of agri-food products. The Chinese look for safe, high-quality and tasty food, and all these conditions are met by Polish products. We are convinced that when Chinese consumers know our food better, they will get to like it even more.
to the Western trends in fashion as well as in
it comes to marketing, picture content and
wangluò xìnxī zhōngxīn) presented a report
food sector. However, their expectations and
short advertisement videos begin to play an
on the development of the Internet in Chi-
tastes still differ from those of western consu-
increasingly important role. In the busy daily
na. According to these information, by June
mers. Above all, they value the brand’s history
life, people rarely have time to read long le-
2016, the number of Internet users in China
and the country of its origin. The longer the
aflets or text-filled advertisements. The Chi-
was 710 million, and the number of mobi-
company’s history is and the brighter it can
nese consumers value quick and convenient
le internet users 656 million. At the same
highlight this information- the better. Another
shopping. As we can observe on the streets,
time, it was noted that up to 92.5% of the
important feature is the requirement for the
people are mostly starring at their smartpho-
total number of Internet users in the PRC use
highest quality of products. The Chinese are
nes, which is why it is worth to focus on social
the Internet via mobile phones. As a result of
more likely to buy certified products as well
media offering an ever wider range of services
the continuous development of the Internet,
as products which are recognized at the Eu-
when planning a marketing strategy.
which is an inherent element of many areas of
ropean market. Particularly valued are the
In July 2016, CNNIC- China Internet Ne-
products with German certification. When
twork Information Center (Zhōngguó hùlián
modern human life, these numbers are constantly growing.
China is currently the largest and fastest growing online retail market. Before buying a given product, consumers in China often compare prices on different types of websites, look for information and opinions of other people. Due to the extremely wide range of products available in China, Western brands must distinguish themselves with something special to attract the attention of their potential customers. Chinese people appreciate reasonable prices and promotions, as well as originality of the product and the highest quality. One of the most decent products on the market are gift products that attract more
Patrycja ProĹ„czuk Export Manager DEGA S.A. As is the case of many Polish production companies, export is very important development paths for us. All the products available on Polish market, can also be found abroud under the brand name Dega and under our clients brand as well. We are constantly working on the development of export sales, working on new products offered to our partners and participating in some of trade fairs. We carefully observe the trends emerging in Europe and worldwide, and we expand our product offer in accordance with the demands and expectations of our customers. For several years, we have been putting an emphasis on the development of exports, we wish to continue our expansion to new markets. In order to achieve this goal, we care for the development of cooperation with the current partners, continuously looking for new contractors at the same time. As the consumers are becoming increasingly more demanding, this is quite a serious challenge.
and more buyers.
POLISH TRADE AND INVESTMENT AGENCY
Polish Trade and Investment Agencyâ€™s office
ket, which is often not taken into account in
in Shanghai reaches reliable sources to provi-
the export plans due to the existing risks and
The Polish Trade and Investment Agency
de verified information which are necessary
costs. All activities undertaken by the pro-
(PAIH) supports Polish entrepreneurs in un-
to make an investment decision. Through
gram are supported by the Polish Economy
derstanding the specifics of doing business in
the GoChina program, they support entre-
Brand, in order to strengthen its position on
China. Thanks to a comprehensive approach,
preneurs planning to enter the Chinese mar-
the Chinese market.
CHINA â€“ MARKET FOR DAIRY PRODUCTS China is the worldâ€™s greatest food and beverage market. According to the Euromonitor data, China has the worldâ€™s greatest catering services sector. This is one of the most prospective markets for European dairy exports. Over the recent years, dairy exports to China from the EU have increased by 174.2%. appropriate combination of product and price, known as the price-product mix. Agnieszka Maliszewska, Director Polish Chamber of Milk
The new Research and Markets report indicates that the lifestyle of the Chinese
The main driving force behind the deve-
ning which dairy products are
increase in average household income, re-
sought after. Analysts claim that the increase
consumption of milk and dairy products has
sulting in the emergence of the middle class.
in the volume of sales in dairy products will
significantly increased since 2000, yet it is
Moreover, the number of inhabitants has in-
accelerate further over the next five years.
distributed unevenly. Inhabitants of the so-
creased in recent years. It is predicted that
Importantly, almost 25% of all dairy products
-called urbanized parts of China consumed
the number of inhabitants in urban areas will
are chosen due to their price. A special gro-
approx. 70% of milk and dairy products. The
reach 822 million by 2025. The major cities
up of dairy product recipients is comprised
rest, from the so-called non-urbanized parts
will contnue to constitute the leading con-
by consumers aged 55 years or older. This
of China, accounted for the remaining 30%.
group purchases more than 20% of all dairy
Milk consumption per capita in the urbani-
products. It is believed that this age group will
zed part of China amounted to approx. 29
be gaining importance in the future.
kg, while in the non-urbanized part, it was
Due to the large population, the total consumption of liquid milk in China has reached 27,982 thousand tons, but it is only 20.3 kg
Along with improvement in the standard of
approx. 8.5 kg. The research also showed
per capita. On the other hand, the total con-
living, China has seen a significant change in
a distinct relation between the level of con-
sumption of butter is approx. 150 thousand
food consumption patterns. Chinese consu-
sumption and the income of inhabitants as
tons, while only 100 thousand tons has been
mers are becoming increasingly demanding
well as the prices of dairy products. Along
recorded for cheese, which is approx. 0.1 kg
and they increasingly pay attention to fre-
with the increase of purchasing power, the
per capita. This means very low consumption
shness and nutritional value. Moreover, the
Chinese reveal higher demand for dairy pro-
of the two main dairy products, which in
certainty of food safety and the reliability of
ducts imported from abroad.
many European countries, reaches nearly 20
ingredients, as well as high product quality,
The demand for consumption products
kg per capita in the case of cheese and ap-
are the main reasons why the Chinese pur-
on the Chinese market is predicted to exce-
prox. 3-4 kg in the case of butter.
chase imported dairy products.
ed the production. However, average con-
Chinese consumers pay attention to the
plays a vital role in determi-
lopment of the Chinese economy is the rapid
The conducted research showed that
sumption of liquid milk per capita in China
is New Zealand, accounting for 52.9% of total
Main exporters of assorted products to China in 2013 Product
1st largest supplier in terms of quantity (%)
2nd largest supplier in terms of quantity (%)
3rd largest supplier in terms of quantity (%)
Chinese imports. The European Union comes second, and the USA third. If we look at the
Milk and cream
imports of EU products, the main suppliers
Condensed milk and cream
include France and the Netherlands. Today,
the Middle Kingdom predominantly imports
semi-finished products for further proces-
sing â€“ full powdered milk (mostly from New
Cheese and curd
Zealand) and whey (mostly from Europe and
the USA). However, there is an increase in im-
Products for infants
ports of butter and ripened cheeses. According to the data of the UN Comtra-
Source: EUSME Centre â€“ Importing Dairy Products into China.
de, dairy products imported by China from
The export value of assorted Polish dairy products to China in EUR, 2014-2016 Product/Year
Growth rate (2016/2014) %
Liquid milk and cream (0401)
4 258 702
7 578 663
8 300 603
Powdered or condensed milk (0402)
23 045 698
7 237 530
5 393 463
Buttermilk, curdled milk, yoghurt, kefir (0403)
17 770 266
25 971 487
16 959 598
Cheese and curd (0406)
Source: Own study of the Polish Chamber of Milk, based on EC data (http://madb.europa.eu).
Poland in 2016 had the value of approx. USD 45 million. The list of producers approved by the Chinese authorities currently includes more than 80 milk-processing establishments, but just a small portion of them have actually exported dairy products to China. Exporting to China, one should keep in mind that there is no such thing as a uniform Chinese market, since each region (province) has its own separate, specific nature. When planning expansion, each region should be
is only approx. 18.8 kg. This is a much lower
to do this. Despite the difficulties and chal-
regarded separately. With few exceptions,
value than in Europe, the USA, Japan or In-
lenges, the potential of this country is immen-
the operations of importers and distributors
dia. A great opportunity for Polish exporters
se and there appears to be no alternative to
only cover a part of the country; usually,
to China is the fact that the Chinese still do
companies wishing to develop new markets.
the province where their principal office is
not trust local dairy products due to concerns
No country is developing so fast and plans to
located. When developing ones strategy of
about their quality, which encourages the ap-
import as many products as China.
operation on the Chinese market, it is vital
plication of non-tariff barriers encompassing
A significant problem for Polish exporters is
stringent sanitary requirements intended to
the very high competition on this vast market
protect local production.
to avoid cooperation with one partner on an exclusive basis.
where Polish exporters have functioned for
Experts agree that the Chinese market, de-
Entering the Chinese market is a very tedio-
a relatively short time, while global tycoons
spite very high competition, still remains very
us task. A company has to invest heavily and
have managed to build and reinforce their
attractive to Polish dairy enterprises. Changes
gain market experience, yet many companies
position for many years. Taking into account
in consumer trends provide new opportu-
are unable or, for unknown reasons, unwilling
all dairy products, the main exporter to China
nities worth taking.
SWEETNESS OF POLAND Between 2012 and 2016, the export of Polish confectionery increased by nearly 79.5%. Currently, the value of Polish export is approx. PLN 6 billion. As estimated by independent sources, Poland is the worldâ€™s eighth largest exporter of confectionery, with a share at the level of 4.8 per cent in 2016. Marek PrzeĹşdziak President of the Management Board POLBISCO Association of Polish Manufacturers
which is a great challenge in the case of food.
tutional support from the State. In our opinion,
Moreover, creation of a recognizable brand
a comprehensive approach to the promotion
in the confectionery segment is an immense
of Polish foods, particularly of processed ones,
investment. Another strong barrier for Polish
is necessary. It is exports of highly-processed
(European) producers is in the raw material
goods that generate high profits.
The Chinese market is vast, our confec-
price differences. Sugar is cheaper in third
In other EU countries, entire staff of people
tionery enjoys increasing recognition there,
countries, underlying their competitive ad-
in offices and embassies are occupied with
as in the entire Asia. Unfortunately, China is
vantage. We hope that the abolition of sugar
the promotion and establishment of trade
no easy market. Polish exporters are active
quotas in 2017 will significantly contribute to
contacts; in our country, this work is done
there. However, generally speaking, the val-
the improvement of competitiveness in our
by individuals from different institutions. We
ue of confectionery exports to China is still
industry, also on non-European markets.
hope there will be significant progress in this
quite low. Wishing to export to China, one
In China, chocolate as well as various choc-
should overcome high logistic difficulties,
olate products and pastries enjoy much pop-
phytosanitary barriers, certificates, cultural
ularity. There is also a noticeable increased
barriers. Another challenge is the distribution
interest in non-chocolate confectionery.
regard and promotional actions for Polish food will be intensified. We raise all these issues at ministerial levels. We also actively observe the ongoing bi-
of goods. In order to compete successfully, it
There is much room to manoeuvre for our
lateral negotiations between the EU and third
is necessary to have uninterrupted access to
Government here. As an Association, we know
countries concerning the removal of tariff bar-
the offered product in very large quantities,
that exports are in need of much greater insti-
riers in trade.
CHALLENGES AND OPPORTUNITIES FACING PRIVATE LABEL The popularity of private label keeps growing across Europe. The latest Nielsen data shows that market share for retailer brands has climbed to all-time highs in 9 European countries and for the first time stands at 30% or above in 15 of the 20 countries tracked for PLMA’s International Private Label Yearbook. The 2017 Yearbook statistics reveal that private label’s market share reached all-time highs in Germany, Italy, The Netherlands, Belgium, Poland, Austria, Sweden, Norway and Denmark.
photo: PLMA Photo Gallery (“World of Private Label”)
The biggest market share increases were posted in Austria, up 2.8 points to 43%, fol-
- Denmark, Norway and Sweden - posted in-
hypermarkets. Wine sales in supermarkets,
lowed by Germany, up 2.1 points to 45%
creases. For the first time, private label pen-
hypermarkets and discounters in Europe have
and Poland, up 1.4 points to 30%. Seven
etration for all of the Scandinavian countries
climbed over 90 billion euros and, in markets
countries now have market shares of 40% or
stands at 30% or above.
like France, Germany, Spain and the UK, it rep-
higher: United Kingdom, Germany, Austria, Belgium, Switzerland, Spain and Portugal.
Poland led the way among the Central and Eastern European countries, climbing more
Retailers’ private label wines have been
Brian Sharoff, President of PLMA, says, “The
than one point to cross over the 30% market
gaining momentum and now has morphed
latest Nielsen statistics reveal clearly that 2016
share mark. Hungary stayed steady at 34%,
into a sophisticated assortment of reds,
was another good year for retailer brands in Eu-
while Czech Republic and Slovakia remained
whites, roses and sparkling wines at almost
rope. This continues a long-term trend which
every major retailer. Aldi and Lidl have super-
shows that private label’s success isn’t tied to
Among the Mediterranean countries, mar-
economic cycles but reflects the growing confi-
ket share in Italy climbed for the fifth consec-
dence shoppers have in retailer brands.”
utive year, posting its biggest increase since
The high quality of private label wines will
charged the category by offering award-winning quality at low, discounter- prices.
Market share in the United Kingdom
2012. Private label penetration is expected
be in the spotlight in 2018 when the Private
stayed above 45% and appears ready to re-
to increase as Aldi enters the market and Lidl
Label Manufacturers Association’s Interna-
sume growth as supermarkets expand their
looks to add more stores there. Greece and
tional Salute to Excellence Wine Awards
private label programmes to combat the
Turkey stayed above 20%.
takes place in Amsterdam. Nominations have
competitive challenge from discounters. In France, private label penetration remained over 30% for the thirteenth consecutive year. In the northern countries, both Belgium
resents 60% or more of all wines purchased.
now gone out to retailers around the world.
PRIVATE LABEL WINE BUILDING A FOLLOWING AT WORLD’S SUPERMARKETS
Two panels of industry experts including Masters of Wine, sommeliers, wine professionals and journalists will convene in Am-
and the Netherlands reached new market
More shoppers than ever are finding the
sterdam in April to evaluate the wines one-
share highs. All of the Scandinavian countries
best wines to buy at their supermarkets and
by-one. Wines will be judged on the basis
FINDINGS OF THE PLMA AMSTERDAM 2017 SURVEY Optimism for overall private label growth is high
OPTIMISTIC VERY PESSIMISTIC
25% DON’T KNOW
How important do manufacturers believe product innovation is to the success of their company?
Do you believe your product category receives fair treamtment from retailers when it is marketed in stores?
How important do manufacturers believe product innovation is to the consumers? IMPORTANT
Source: PLMA’s International Private Label Yearbook
of traditional criteria such as color, nose and taste. Wines selected for the judging were either submitted by retailers or purchased off the shelves at stores. At PLMA’s 2017 Salute to Excellence Wine Awards there were 48 Award winning wines from 13 countries covering 22 red and white categories. Brian Sharoff, President of PLMA, said: “The trend toward private label wines is extremely strong. Retailers like Tesco, Carrefour, Aldi and Lidl have set a high standard of award-winning quality at low prices. And the public is responding. The penetration of private label wines around the world has climbed rapidly in recent years and with e-commerce growing, the trend is additional expansion.” The wine panels are part of PLMA’s International Salute to Excellence Awards, in which retailers submit new and innovative private label products for industry recognition. Last year food, wine, home and health products from 83 retailers in 28 countries
WAN-VIT The expansion of retail chains and large-format stores encourages producers to establish business cooperation with such corporate clientele under private labels. Our company also fits into this type of synergy. Our nut creams are also produced under different brands. Thus, they are present on many European markets. We value our cooperation with our business partners because thanks to this cooperation we gain experience and awareness of the size and demand of a particular geographical area for the products we manufacture. We also know from the regularity and rotation of orders that they are appreciated, not only on account of the flavour, but also regarding the quality of the ingredients and raw materials used. In terms of sensory experiences and image, we always exert great care and effort in following the instructions given to us by the client. We do so because we trust the market knowledge and experience that our client has of the tastes and flavours which his customers favour. The adaptability of our activities is helpful in acquiring new partners in distribution and the sale of our products. They are also aware that we use the highest quality nuts - the main ingredient - in the production process of our creams. Our offer also consists of 100% natural nut creams, i.e. without added sugar, salt and palm oil, and those sweetened with natural sweeteners, as well as those salted upon the customer’s explicit request. We are open to new ideas and are constantly modifying and improving our products, as well as expanding our range. We have recently started production of natural pumpkin seed, sesame seed and sunflower seed syrups, in addition to protein corn and rice balls. We look forward to working with you.
were considered for awards.
HOW WERE PRIVATE LABELS PROMOTED IN COMMERCIAL BROCHURES? Private labels, i.e. brands of goods manufactured on commission from retail chains, still have dual associations for consumers. There is no doubt that a low price and attractive promotions are bonuses which attract and arouse keen interest in customers. On the other hand, private label goods tend to be stereotypically associated with inferior quality and less prestige. Products sold under a private label initially functioned only as cheaper substitutes for branded goods, but now they are becoming more and more competitive. Retail chains are making increasing efforts for their brands to be associated with values such as high quality and
Agnieszka Smarzewska FOCUS Research International
The most often promoted food categories in 2017 per SKU Number of promotions 6 000
4 729 4 165
3 000 2 000 1 000
awareness of these brands in the minds of consumers is advertising in promotional brochures. The international research com-
m Cr ea Ice
Pa st a
ge sa Sa u
D el ica te ss e
keting activities. One of the tools to build
commodity, but also with appropriate mar-
Ve ge ta bl
proach to the production standards of the
trust. This is connected with a rigorous ap-
The research pertanined to following countries: Bulgaria, Croatia, Montenegro, Czech Republic, Estonia, Lithuania, Latvia, Poland, Romania, Slovakia, Slovenia, Ukraine, Hungary Source: FOCUS Research International
pany FOCUS Research International, which
materials took into consideration hypermar-
consumers to choose their private labels. It
deals with price and promotion monitoring
kets and supermarkets, discount stores and
should be remembered, however, that cost
in over 30 countries, looked at the offers of
convenience stores, as well as wholesale
reduction is not the only marketing strata-
private label food products in commercial
and cash & carry stores. In total, the largest
gem, and the image of a brand can be built
brochures on the Central and Eastern Euro-
number of promotions of private label prod-
and consolidated by its mere presence in
pean markets in 2017. Particular attention
ucts was recorded in brochures of countries
aÂ commercial brochure. It is worth men-
was paid to the neighbouring countries of
such as Poland, the Czech Republic and
tioning that the lowest number of promo-
Poland, the Baltic States and new EU Mem-
Romania. Many promotions of private label
tions of private label products was recorded
ber States such as Bulgaria and Romania.
products were also featured in brochures in
in brochures in Montenegro, where they
The study measured the number of pro-
Croatia, Hungary and Lithuania. It seems
constituted a very small percentage of all
motions of private label products in food
that especially in these countries, through
offers. This may indicate strong consumer
categories in commercial brochures. The
low prices, retail chains wish to convince
attachment to proven and popular producer
brands, which is often combined with the perception of private labels as less well-
Number of promotions per SKU Quantity of promotion counted per SKU
known and less prestigious. The results look interesting, of the comparison of categories in which private label products in commercial brochures in individual European countries were most prominent. It would seem that private labels have proven themselves mainly in the case of
Brand type Producerâ€™s Brand
have a long expiration date, which is why
consumers often buy them in bulk. This
category was especially favoured by store
chains from Poland, Bulgaria, the Czech
Republic and Slovakia. Pasta, sausages and
2 188 860
long-life products. In total, in all countries, the largest number of promotions of private label products concerned the category of canned vegetables. These are products that
biscuits/cookies turned out to be equally
Source: FOCUS Research International
popular categories. Most promotions of private label products in these product groups
offers of branded goods, stores attach great
store and helps to build the image of a stron-
were recorded particularly in Polish, Czech,
importance to marketing activities to pro-
ger player on the market. It is evident that
Croatian and Romanian brochures. It is also
mote private labels, especially products with
there is no doubt retail chains focus not only
worthy of mention that the category of ice
a long expiration date. Store chains invest in
on the high quality of their products, but
cream, which in terms of the number of pro-
private labels because the very fact of hav-
also on strong branding, based on numerous
motions of private label products, stood out
ing them increases the attractiveness of the
promotions in commercial brochures.
in countries such as Croatia, Slovenia and Hungary. Could it be that geographical location is the reason for this? Interestingly enough, in the Baltic States, as well as in Ukraine, private labels clearly lead the way when it comes to delicatessen products; that is, ready-made meals sold loose, such as salads, fish dishes and dumplings. For example, in brochures in Lithuania, almost all promotions (over 98%) of ready-made salads sold loose concerned those offered under a private label. Delicatessen products produced under a private label is a popular solution. Ready-made meals labeled with the brand of the chain may be associated with locality and freshness. This is especially true when the consumerâ€™s trust in the brand of the commercial chain translates automatically into trust in its private labels. The analysis shows that although there are fewer promotions of private label products
MILLANO G ROUP The Millano company has been on the market for 35 years. Such a long period of time has allowed the company to gain wide production experience and to achieve perfection in combining ingredients into unique chocolate flavour compositions. The production process is closely monitored and takes place continuously, on fully automated and electronically controlled closed devices. In order to meet the expectations and needs of clients, in 1999 Millano Group launched production of private labels, i.e. chocolate products for the needs of trading partners. Endowed with the trust of our clients, we have become the largest producer and supplier of products bearing the logos of such retail chains as: Biedronka, Intermarche, Aldi, E.Leclerc, Auchan, Metro and Netto. The products of these brands are sold not only on the domestic market, but also beyond the borders of Poland, including top distributors on the American, Asian and European markets. Thanks to three production plants and independent, state-of-the-art technological lines, we are able to offer tremendous production possibilities to our trading partners. With the introduction of private labels, Millano Group has been able to rapidly develop technologies, production processes and gain extensive experience in the field of packaging. As a result, we are the leader in the production of chocolate products under private labels; and we are also the forerunner in the fields of packaging and product innovation. We strive to continue developing in the years to come, placing ever more focus on modernising and expanding our production capabilities.
in brochures in general, as compared with
Michał Gontarz Buying Director Biedronka The popularity of private labels is still on the rise around Europe. In 2017, market shares of private label products in many countries achieved record-breaking levels. Poland was no exception; this was the first time when the share exceeded 30 per cent (data by Nielsen). Private labels also constitute the cornerstone of development at the Biedronka store chain in Poland. They give us the opportunity to build a unique offer, increasing the loyalty of our customers even more. It is important to note that private labels are legitimate market participants today, and they have even started setting market trends; they create new categories and respond to the nutritional needs of the increasingly demanding customers. Most of them are developed in cooperation with domestic producers and are characterized by a unique combination of high quality and an attractive price. To make this combination achievable, we require our strategic partners to provide top-level development outlays, creativity, new ideas, quick implementation, and exclusivity. In Biedronka, private labels are present in all product categories and many of them have already become or will soon become market leaders. Due to the profile of our chain’s activities, most private label goods are found among food articles, however, they are also present in the manufactured assortment, complementing the main offer. Examples of private labels available in our offer include: Mleczna Dolina, Światowid, FruVita (dairy products), Kraina Wędlin and Kraina Mięsa (cured meats and meat), Marinero (fish), Polaris (mineral water), Vital Fresh (juices and salads), Pastani (pasta), as well as Queen (hygiene products), DADA (diapers and children’s cosmetics) and BeBeauty (cosmetics). In 2017 alone, we introduced 190 new private label products into the offer of the Biedronka chain. These are articles responding to the needs of the increasingly demanding Polish customers and reflecting the current consumer trends. They include approx. 20 food articles under the new goBio brand. All of them bear the EU ecological farming logo certifying that the marked foodstuffs have been produced pursuant to the strict EU regulations concerning environmental protection and animal welfare, and are inspected on a regular basis in this regard. A spectacular
success we have recently achieved is the marketing of the SKYR type yoghurt under the FruVita brand. Just a few months ago, if we asked Poles what it was, what it was for and how it should be eaten, more than 99% would give no answer. Considering the nutritional value of this yoghurt, i.e. the tripled content of protein and 0 per cent fat, we introduced it to the market, investing in communication, thanks to which, our offer includes a differentiator that has conquered the mouths of Polish consumers within several months from its debut. The SKYR yoghurt was developed in cooperation with our long-time trade partner – Piątnica, a leading Polish dairy producer. The excellent cooperation between a reputable producer and a leading trade chain is the foundation of this success. Last year, in cooperation with our trade partners, we also rebranded 17 private labels, introducing changes in their appearance and functionality of their packaging. Thanks to the application of the best materials, effective design and attention to detail, the private label products we offer have become even more attractive to customers. Moreover, thanks to the support from Biedronka, Polish products reach the shelves of shops owned by the Jeronimo Martins Group in Portugal and Colombia. We can also boast some private label products which have debuted in Poland and Portugal simultaneously – namely, BeBeauty cosmetics and goBio food products. We will continue developing the offer of private label products based on the needs identified by customers. These needs are reflected in the introduction of new products and changes to the existing ones.
PRIVATE LABEL IS SIMPLY PROFITABLE Maria Andrzej Faliński Expert
With a good deal of success, there has been steady development of the business model of custom-made products manufactured under the brand of another company. This is a worldwide occurrence and Asian economies, which are celebrating triumphs today, have built their power base on this strategy to a significant degree – and are still building (producing for, among others, Polish companies). This model, especially in the export-import system, has undeniable advantages.
Mainly, it allows you to enter the difficult,
ditionally, given our economic environment,
when cooperating with producers or whole-
costly and legally protected markets where
the food industry in particular (for the ex-
salers who implement so-called sourcing in
the commissioning party already has a pre-
ception of large companies), is not managing
other countries. Let us consider an example
sence. Herein also probably lies the answer
very well when it comes to cooperating on
in the industrial sphere, of the correlation
to the paradoxical question: Why is it that
concepts and organisation (Polish domestic
between Polish and German production,
approximately 80 percent of food exports are
competition-Polish competition abroad) – but
relative to Polish-Czech cooperation, which
processed products, and the business com-
this is a separate subject. The aforementio-
is fuelled by wholesale trade on both sides
munity is constantly talking about the need to
ned disadvantages do not merely lead to a
of the border. But, let us leave the industry
create brand names, branded products and
significant delay in, or the elimination of the
for another occasion. Trade has a very signi-
national brands? Poland has been investing
possibility of building a brand, but they also
ficant and often overlooked role in exports.
in the modernisation of the processing indu-
enhance the risk of being ‘replaced’ by a che-
Exports in trade chains can be estimated at
stry for the last 25 years, providing good and
aper competitor who is offering the same, or
around PLN 10 billion, of which 80 percent
increasingly better quality food products and other products. Poland, however, also offers a lower competitive price, which is the result of both lower average wages and the family nature of, in most cases, fragmented areas of agriculture and a large part of the processing industry. Nevertheless, this is also the cause of
PRODUCTION ‘FOR EXPORT’ THAT IS OUTSIDE OF THE BRAND, SO TO SPEAK, IS SIMPLY PROFITABLE. IT FITS WELL INTO ADVANTAGEOUS VALUE-FOR-MONEY RELATIONSHIPS BETWEEN THE POLISH MARKET AND EXPORT MARKETS.
a number of weaknesses, including negotia-
more. This also contributes to the experien-
is food, including 80 percent of private label
ting power and marketing.
cing of various contractual pathologies, the
products. This is a considerable amount and
Production ‘for export’ that is outside of
exploitation of companies and certain per-
– importantly – concerns not only exports to
the brand, so to speak, is simply profitable.
sons, which in Europe (and therefore in Po-
Great Britain or Germany, i.e. the two coun-
It fits well into advantageous value-for-mo-
land) has been significantly reduced. Despite
tries that dominate in importing Polish food.
ney relationships between the Polish market
the risk, this model opens up the prospect of
As I have mentioned, the advantage is the qu-
and export markets, and also achieves market
anchoring a business in attractive markets and
ality and favourable relation (including costs)
presence without high entry and retention
expanding businesses to such an extent that
to the prices present on the export markets.
costs on a given foreign market. They are in-
some of them will be able to easily and safely
Operators of transnational chains recognise
comparably lower than in the case of ‘regular’
launch with their own brand, and not that of
this condition. One of them has developed
exports under your own name. And this mo-
the retailer or wholesaler.
approximately 100 of the so-called private
del – despite its shortcomings, which will be
This process, described above,‘thrives’ par-
labels, mainly umbrella ones. Their favoura-
mentioned later – will continue to develop,
ticularly well in cooperation with commercial
ble financial reckoning and relatively high
because it is an opportunity to make good
chains that are present in many countries.
positioning in many markets (the company
earnings (for both parties in the ‘deal’). Ad-
This does not mean that it is not present
in question is present in 24 or so European
Such private labels are usually not worse than brands, and certainly, at a comparable positioning – cheaper. In Poland, there is also a certain socially oriented type of policy towards the distribution sector – this can be seen even in the Sunday trading ban. The deflationary trend, inevitable in such a situation, limits the sales potential of the modern forms of business, and gives rise to situations whereby companies have to intensify their search for markets. Companies have already begun to compete for customer loyalty, aiming to attract the client with advantageous prices that surpass the competition. This translates to elevated costs and the need to offset said costs, which means that better financial
markets and not only), allow for the export of
terms of positioning by product class) and less
conditions of sales on export markets are
Polish products ‘cloaked’ in their names to 18
expensive. Therefore, we are forced to deal
most certainly hidden ‘in the price’. This con-
countries. The values, which fluctuate from
with protectionist measures – in regulations,
dition also places pressure on private labels
PLN 1.5 billion to nearly PLN 3.0 billion, are
administrative practices and in the media. It is
to export. Therefore, export of private labels
also significant and depend on local business
not my wish to be accusatory, but it is my be-
is a kind of light in the tunnel, i.e. a paradoxi-
conditions and competitive, executive offers
lief that our industry circles are far too latent
cal, but justified ‘boom in the downturn’. Of
from other countries. Another such compa-
in combating this phenomenon, and likewise
course, no two brands are the same – umbre-
ny organises its export and cooperates with
the relevant ministries – at the very least, both
lla brands and close to premium brands with
other exporting companies to Great Britain
the Ministry of Agriculture and Rural Deve-
their numerous representatives of the trade-
and several other countries, which together
lopment, as well as the Ministry of Foreign Af-
mark behave differently, and so will private
generate estimates even at the level of PLN
fairs should recognise this phenomenon and
labels of the so-called economy price. These
4.0 – 4.5 billion. Here, private labels have a
make suggestions to combat it. All the more
are two different strategies of a commercial
lot of clout, because both the scale of exports
so that in light of the recent Dentons report
company that can be realised in tandem, and
and the differences in the cost of manufac-
commissioned by The Polish Federation of
simultaneously. In general terms, however, the
turing are so significant that the business is
the Food Industry Union of Employers, there
downturn and the limitation in working hours
extremely profitable. Add to this a special
is no doubt as to the direction of the situation.
(not to speak of other restrictions in general
‘bonus’ resulting from price relations counted
The anti-measure may be a call for ‘revenge’
circulation, for example, the musings of the
by indicators known as the so-called terms of
because, as the main producer in the region,
authorities to introduce a retail tax) will trigger
trade, and we are dealing with the opportuni-
we have more to lose; and Poland is the only
deflationary tendencies. (As is evident, a re-
ty to generate price margins that guarantee si-
country in the region that has a visible over-
turn to inflation indicators of 1.3% and 1.4%
gnificant benefits that are mutually beneficial.
production of good food. For the time being,
is not a coincidence.) Companies of a certain
Interesting phenomena are also happening in
the current economic situation mitigates the
size that have cheap, attractive commodities
the field of wholesale trade. On the Polish EU
effects of a regrowth of protectionism, but it
will be able to ride out the storm. The more
borders, but not exclusively (a separate, very
– like everything else – has its end, and then
profitably sold, the better; and what sells best
promising segment is wholesale companies
is export – at least in Poland and at least in
that organise export of consumer goods to
Given that we are already on the subject
the area of trade in food that is well and at-
Asia), umbrella brands are being established
of the economic situation, especially in the
tractively processed. Thus, both on the side of
specifically to target export markets, using
context of private labels – the current econo-
the demand (trade) and the supply (industry),
tried and tested recipes and packaging that
mic downturn favours these products, as con-
a strong tendency to seek solutions for export
have been commissioned (and obviously, also
sumers want to maintain their consumption
is created. Let us then, look after our private
suggested). This often results in hostile reac-
levels, albeit by spending less money. This is
labels – in particular, those for export. Defla-
tions from ‘the competition’, because our (Po-
an ideal situation for private labels, of which
tion is no piece of cake, especially when it
lish) products are usually better in quality (in
we have evidence from 2008 and 2009.
comes to producers.
t u o b a e k i l W hat I
? s t c u d o r p Polis h Santeri Eriksson, Embassy of Finland in Poland
Yang Xi, Embassy of People’s Republic of China in Poland
What are your favorite Polish products?
What are your favorite Polish products?
There are plenty of tasty soups in the Polish cuisine. I especially like
There is a lot of Polish products which I like. I live in Poland for
the cold soups for the summertime like chlodnik [cold soup].
10 years now and I had lots of opportunities to try Polish cuisine. I endorse Polish dairy products and sweets. I think they are simply the
What are the main differences between Polish and Finnish
best. I would recommend them to my Chinese friends.
food products? There are many similarities between Polish and Finnish food prod-
What are the main differences between Polish and Chinese
ucts. Overall, Finns tend to eat more fish. Finnish cuisine puts a great
importance on nutrition-rich cereals such as oats, barley and rye. Also
Polish food is completely different than Chinese, so it is difficult to
wild berries are widely used.
compare them. Polish food products have unique taste.
What do you like about Polish cuisine?
What do you like about Polish cuisine?
I especially like the different varieties of Polish dumplings. The con-
I adore dumplings and roast duck stuffed with apples – knuckle is
cept of a dumplings’ restaurants is great idea and I wish we would
also great. Cabbage stew has very interesting taste and I enjoy it very
have something similar in Finland. I have also enjoyed tasting the
many different varieties of Polish sausages.
Which Polish products are the most desired by Chinese Which Polish products are the most desired by Finnish
The most popular are dairy product and juices. Sweets are also very
I think the Polish apples are the best known in Finland, yet there are a lot of Polish food in Finnish supermarkets that is not branded as
popular. I know that on Chinese market there are also some great Polish meats and sausages.
Polish, and people don’t know they are actually from Poland. So there is definitely place to bring Polish food to Finnish attention.
Which advices will you give to Polish food producers who want to be part of immense Chinese market?
Which advices will you give to Polish food producers who
It is difficult question, but I think the biggest value is being origi-
want to be part of Finnish market?
nal and keeping Polish character. Chinese people are keen on having
Finns value highly clean, pure, natural and high-quality ingredients.
CONTACT POLISH COMPANIES
The history of 3 Topole company leads that nothing is impossible all the more that the business is leaded by the family.
3 Topole Sp. z o.o. Sp.k. 2 Czerwonego Kapturka Street 05-092 Dziekanów Leśny, Poland Phone: +48 22 751 88 43 Fax: +48 22 751 51 31 Plant in Legionowo 49 Olszankowa Street 05-120 Legionowo, Poland email@example.com www.3topole.pl
Now it is the second generation. We started chastely in 1984, now we dispose of two factories, which mainly produces jellybeans, jellies, candies and other sweets in chocolate. We have our own production line of Figle Migle, and the brand Figle Migle Premium Candybar. We are elastic and creative in our cooperation. We create recipes and the sweets for the special wish of our client, also under private label brand. Lastly, we specialized in producing very small jellybeans and jellies, such called “inclusions”, which are great additives to chocolates, bars, ice creams, cookies and yoghurts. Our offer includes tens of products with original shape and taste. We produces our products using pork and beef gelatin, but we use also agar-agr and pectin. For the special wish of our client we create unique and unrepeatable recipes provided health, taste and dietetic needs. In our offer You can also find Eco and Vege products. We use only natural ingredients with very high quality. Thanks that, we are sure that out sweets satisfy even the most demanding taste. Our products are available all over the world. We are the company which develops dynamically and we are appreciated on the market. Our prizes and emphasizes tell of that. Since 2008 we have had the BRC and UTZ certificate.
AQUA VIVRE is the producer of ID’EAU, natural, functional mineral water. Water flows from the natural spring in Borucin in Poland, in the ecologically clean the region of Nizina
Aqua Vivre Sp. z o.o. Produkcja Sp. K. 8 Karola Darwina Street 43-190 Mikołów, Poland Phone: +48 32 428 10 00 firstname.lastname@example.org www.ideau.pl
Śląska. The deposit is located at the depth of 60 m, that is below filtration layers, which guarantees its best cleanness. After flowing from the spring, the water this aerated. In special, sterile conditions, with specific pressure and temperature, the flow of natural mineral water is subjected to air, which causes intense gas exchange. The result is the ID’EAU water with high content of oxygen and nitrogen, low content of carbon dioxide, alkaline pH, and extremely rare specific molecular structure. Inspiration came from the nature. The basic factor in the pursuit to obtain the ID’EAU water was the observation of waters that are worldwide recognised as unique in terms of the effect on the human body. Conviction that we can produce water imitating its natural behaviour came from the extensive experience in production of water for daily consumption.
Bifix W. Piasecki Sp.J Górki Małe 33 Dworska Street 95-080 Tuszyn ,Poland Phone: +48 42 614 40 88 Fax: +48 42 614 41 20 email@example.com www.bifix.pl www.zdroweherbaty.com.pl
Bogutti Sp. z o. o. Henryków-Urocze 48 Gromadzka Street 05-504 Złotokłos, Poland
Polish producer of fruit and herbal teas and jams. Bifix is a family company producing fruit and herbal teas from its own plantations for 25 years. The company has the largest offer on the market selling black, green, red and white tea as well. From 2010 Bifix opened a laboratory, so the quality and taste are under constant research. Company offers all possibilities of tea packaging as well as own products. Bifix produce brands for the largest suppliers in the world. Since two years the company has expanded, being also a producer of jams and concentrates. In addition, Bifix’s offer includes fruit raw materials, ready-to-mix fruit and dried fruit.
The BOGUTTI company specializes in production of high quality, rich cookies, baked according to the best Italian technologies. Cream fudge is something for the Polish to be proud of... Cream fudges are still the most recognisable Polish export product. Bogutti is also a producer of the traditional Polish
Phone: +48 783 956 466
cream fudge recognisable on the international market. We offer three types of cream fudge: MILK,
Fax: +48 22 266 01 19 firstname.lastname@example.org www.bogutti.com
CHOCOLATE and BUTTER. The secret of Bogutti’s cream fudge is its exceptional taste. We would like to invite you to try our products at the ISM Fairs.
Brand Distribution Group is an international company with 25 years of experience, located in Poland,
Brand Distribution Group 18 Niepodleglosci Avenue 02-653 Warsaw, Poland email@example.com www.bdgroup.eu www.bd24.eu
Germany, UK and Spain. The success of Brand Distribution Group company is based on modern infrastructure and thoughtful organizational and technical solutions. We are a natural choice for the customers, who are looking for the highest level of services and the best quality of products. We offer “A” brand products and strong local brands to customers from more than 50 countries. We are a valuable partner for producers who plan to grow their business and enter new markets without having the necessity to invest in sales force or merchandising and marketing resources. We provide a specialist solution to match customer’s international goals and help to increase market penetration, build brand awareness, drive revenues and realise business efficiencies. Passionate about brands, Brand Distribution Group drives strategies to build long-term, sustainable brand equity. Work with us!
CONTACT POLISH COMPANIES
Dega Spółka Akcyjna has been in business since 1992. The company specialises in the production of mayonnaise salads, fried fish in Greek sauce, sterilised canned products and sandwich spreads. Delicate and unique flavour combined with high quality is a considerable asset in shaping the culinary preferences of consumers. The company has an implemented, maintained and certified integrated Quality Management System for compliance with the requirements of IFS and BRC, the proper operation of which is determined by i.a.: implementation of HACCP product health safety. During the 20 years of operation company has been awarded numerous prizes, awards and certificates. The most important of them include: “Teraz Polska” (Now Poland) promotional logo,
Karnieszewice 5 76-004 Sianów, Poland Phone: +48 94 36 15 100 Fax: +48 94 36 15 105 firstname.lastname@example.org www.dega.pl
which is under the patronage of the President of Poland and “Poznaj Dobrą Żywność” (Try Fine Food).
Herbapol-Lublin S.A. was founded 69 years ago. It is currently a leader on Polish market in fruit syrups category, as well as in herbal, green, red, functional and fruit tea categories. Drawing upon what is best in nature, it produces exceptional products bringing positive emotions and moments of pleasure to its consumers. Company’s portfolio includes several brands, such as the Herbapol and Big-Active, both known for exquisite products and highest quality. In 2017, the company debuted in on-trade sector. Things have changed in the last several decades. However, Herbapol-Lublin S.A. continues to use the best and natural ingredients for unique tasting experiences and seek innovative solutions to
“Herbapol – Lublin” S. A. 25 Diamentowa Street 20-471 Lublin, Poland Phone: +48 81 74 88 304 fax: +48 81 74 39 670 email@example.com www.herbapol.com.pl
maintain its position.
Krajowa Rada Drobiarstwa – Izba Gospodarcza (The National Poultry Council – Chamber of Commerce), established in 1998, aims at developing and modernizing the Polish poultry industry, at protecting the interests of poultry producers and processors as well as at representing the Polish poultry industry before national and international organizations. Currently KRD-IG has nearly 70 members from such fields as: farming, breeding, hatching, poultry and egg production, poultry meat and egg processing, trade, and poultry feed production, agricultural universities, and associations of poultry farmers. KRD-IG’s members are responsible for approximately 70% of the total slaughter volume and 90% in poultry exports. KRD-IG is a member of key international poultry organizations: a. v. e. c. – the European Producers’ Association, Importers and Exporters of the Chicken Meat; CLITRAVI – the Liaison Center for the Meat Processing Industry in the European Union, ELPHA – the European Live Poultry and Poultry Hatching Egg Association and WPSA – the World’s Poultry Science Association.
Krajowa Rada Drobiarstwa – Izba Gospodarcza (The National Poultry Council – Chamber of Commerce) 3/5 Czackiego Street 00-043 Warsaw, Poland Phone/Fax: +48 22 828 23 89 firstname.lastname@example.org www.krd-ig.com.pl
Majami was founded in 1989, starting its business by producing chocolate products. In 1996 Majami merged with Milko Confectionery.From its very beginnings, Milko Confectionery Factory had been producing fudge sweets using old recipes and methods. Majami gave customers what they were interested in by making traditional fudge its leading product, both hand- and machine-made. The exceptional flavour of Majami’s fudge has led to it being appreciated in Poland and other European markets as well as in Arab countries. While Canadian customers love produced by Majami sesame slices. Our business profile is not only based on our own brand, for years we have specialized in producing for private labels both in Poland and abroad. At present the Company focuses on producing fudge and chocolate coated marshmallow, striving to combine the traditional nature of
Majami Sp. z o.o. Sp.K. 8 St. Albert Chmielowski Street 97-400 Bełchatów, Poland Phone: +48 44 634 83 31 Fax: +48 44 634 84 66 email@example.com www.majami.pl
the products with the business dynamics demanded by the market. The range also includes other types of products, such as toffee-type sweets.
“Makarony Polskie SA is one of the biggest, dynamically changing pasta producers in Poland. It is a company with rich traditions, many years of experience and thriving factories in Rzeszow and Czestochowa. Making our best to satisfy our Customers’ expectations, we offer a wide variety and shapes of pasta, pressed and laminated, manufactured with or without eggs, from finest durum and standard wheat. Our products are sold under two main brands: Makarony Polskie and Sorenti. Our activity includes also production services, we produce pasta and processed products for brands of the biggest chain stores. Manufacturing processes are conducted on the basis of modern production lines, and implemented standards guarantee the highest quality and microbiological purity of our
Makarony Polskie S.A. 15a Podkarpacka Street 35-082 Rzeszów, Poland Phone: +48 17 875 30 10 Fax: +48 17 875 30 20 firstname.lastname@example.org www.makarony.pl
products. Out of concern about quality and taste, both raw materials and finished products are thoroughly examined by skilled Quality Control Teams.”
CONTACT POLISH COMPANIES
PPH MAXPOL Sp. z o.o. 479 Puławska Street 02-844 Warsaw, Poland Phone: +48 22 628 06 21 +48 22 625 14 08 +48 22 629 96 21
Fax: +48 22 621 03 73 email@example.com www.maxpol-targi.com.pl
PPH MAXPOL offers: •
Designing stands for individual exhibitors as well as for national groups;
Preparing and assembling the individual stands, stands arrangements;
Forwarding and customs clearances of company’s products with the delivery directly to the stand;
Professional services for fair participants as: flights, accommodation, local transfers in the city of the fair.
Modern- Expo Group is an international supplier of retail solutions to customers across different retail formats in more than 60 countries and is the market leader in Central and Eastern Europe. In 25 years, the company has managed to grow into the international group with employing more than 2,500 people. The team is highly-skilled professionals who are not afraid of challenges
Modern-Expo S.A. 3 L. Spiessa Street
20-270 Lublin, Poland firstname.lastname@example.org www.modern-expo.pl
on the way to an excellent result. The key to Modern-Expo success so far has been common vision, backed up with hard work and a strong desire to become one of the best equipment suppliers in the market. Company achieved quality, which is confirmed by international audits and trust by the world famous brands. Modern-Expo’s partners are well-known international companies such as Nestle, Groupe Auchan, PepsiCo, Metro AG, British American Tobacco, Carrefour, Mondelez, Rewe Combine, Henkel, X5 Retail Group and others. With its highly efficient and modern production facilities and business model, Modern-Expo is in a prime position to deliver the best value for further business success. Modern-Expo creates the retail new!
Roleski is one of the biggest Polish manufacturers of ketchup, mustard, mayonnaise, sauces and
Roleski Sp. J.
181a Spacerowa, Zbylitowska Góra 33-113 Zgłobice , Poland Phone: +48 14 631 35 00 Fax: +48 14 631 35 00 email@example.com www.roleski.pl
dressings. The company was founded in 1972 and ever since has remained a fully family-owned Polish enterprise that currently employs almost 350 persons. Apart from manufacturing goods under ROLESKI brand perfectly recognised all over the world (especially in Poland, where Roleski is the key market player), we have also proven to be an extremely valuable partner for various companies looking for a reliable producer of private label goods. The combination of invaluable experience, flexibility and focus on quality allows us to work both with small, local wholesalers, as well as the biggest multinational consumer goods companies. What is more, Roleski is also keen on promoting family entrepreneurship, sustainability and corporate social responsibility. Our four pillars are: experience, responsibility, reliability and quality.
The company SERTOP is one of the leading manufacturers of processed cheese on the Polish market.
Sertop Sp. z o.o.
58 Przemysłowa Street 43-100 Tychy Phone: +48 32 217 08 38 +48 32 326 46 41 firstname.lastname@example.org www.sertop.com.pl
The company has more than fifty-year tradition of producing high quality products based on proven recipes while maintaining strict quality control. For the production are used only natural ingredients, it does not apply any preservatives and colorings. SERTOP offer includes more than 20 flavors of processed cheese in a variety of formats, such: round boxes 140 g and 280 g, cubes 100 g and 30 g, blocks 100 g and 100 g sausages. SERTOP company meets all the requirements for the sale of processed cheese on the Polish and foreign markets. SERTOP sells its products to the Polish market and the markets of the European Union and the United States, Canada, countries of the Middle East, South Korea. The company is certified BRC Global Standard Certificate and IFS (International Food Standard).
Terravita company has started its sweet mission 30 years ago by entering the market with positive energy and clever ideas. Years of experience have caused that chocolate branch does not have secrets
Terravita Sp. z o.o.
48 Szarych Szeregów Street 60-462 Poznań, Poland Phone: +48 61 66 88 300 www.terravita.pl
for us. We accept new challenges to produce with passion new chocolate sweets. We manage few brands in the most important categories by meeting the requirements of the Customers and by adapting to market trends. Nowadays You can meet our Customers all over the world. The most important category are chocolate tablets under Terravita, Cocoacara and Alpinella brands. Besides chocolate tablets we offer also: Choco Sticks – small chocolate bars in convenient form and Happy Trio – pralines for those who are fans of the pleasure. In culinary category we offer sauces for ice creams and desserts and excellent quality spreads for breads and cakes. We have a big experience in seasonal offers for Christmas, Valentine’s Day and Easter.
CONTACT POLISH COMPANIES
For many years WAN-VIT company has taken care of its customers tastes. As one of the leaders of food industry in Poland, we can ensure, our products are made from traditional recipes and the highest quality raw materials. Putting on the dynamic development of our company, we created a new products line 4proActive. 4proActive products were created thinking about everyone who puts his attention to healthy and active lifestyle, take care of slim silhouette and good mood as well as those being on low sugar and gluten-free diet.
Wawel SA is one of the most renowned Polish confectionery producers. It offers a wide portfolio of chocolate tablets, chocolate bars and pralines, candies, caramels and fruity jellies. Wawel owes its success to over a century of experience along with continuous development and a modern production process. Permanent care for high quality and global standards resulted in an exceptional growth and development. Today Wawel’s products are available in about 50 countries worldwide and the number of loyal consumers is constantly growing. We believe that pleasure originated by our products, based on Good Ingredients, can initiate small, good deeds, following our brand claim – feeling better, doing better!
Zbyszko Company S.A. is family-owned business founded in 1993. Zbyszko Company specialises in manufacturing carbonated and non-carbonated soft drinks, flavoured and mineral water. We deliver our brand name products and private label goods. Our two modern factories are equipped with the latest technologies currently available to the FMCG industry, e.g. aseptic technology. With 6 production lines, the company is able to produce about 140 000 bottles per hour. The high quality and safety has been guaranteed by the implementation of HACCP system, as well as BRC and FDA standards
The aim of the Food Export Congress is to provide a platform for the Polish food manufacturers to acquire or renew export business contacts. The event is also a unique opportunity to gain professional and valuable knowledge about the export market, prospective export directions and dangers connected with foreign trade. The event is made for the companies which successfully export goods, as well as for those agri-food sector manufacturers, who intend to present their offer to foreign contractors. Panel discussions, speeches from experts, business meetings or presentation of export products – these are only a part of what is planned for this year’s Food Export Congress.
HURT & DETAL (Wholesale & Retail) is a Polish-language nationwide monthly issued Magazine focusing on FMCG market in Poland. Circulation stands at 70 000 copies per month, closed trade distribution in the area of Poland. Publishing House guarantees optimum attainment with the information to merchants on four levels: print advertorials, social media contact, website commercials and banners & effective mailing (20 000 trade emails) – full marketing campaign. HURT & DETAL is a host of annual “Złoty Paragon” (Golden Recipe) Awards Ceremony, where votes on best products are collected directly from retailers and “Złoty Paragon Innowacja” (Golden Recipe – Innovation) – consumer award contest.
11a 3 Maja Street 88-430 Janowiec Wlkp., Poland Phone: +48 601 831 863 www.4proactive.eu www.wan-vit.pl
14 Władysława Warneńczyka Street 30-520 Cracow, Poland Phone: +48 12 254 21 10 Fax: +48 12 254 21 47 email@example.com www.wawel.com.pl
ZBYSZKO COMPANY S.A. 239 Warszawska Street 26-600 Radom, Poland Phone: +48 48 383 11 00 firstname.lastname@example.org www.zbyszko.com.pl
FOOD EXPORT CONGRESS 2018
2/218 Bagno Street 00-112 Warsaw, Poland Phone: +48 22 404 14 58 email@example.com firstname.lastname@example.org www.exportcongress.com
FOOD EXPORT CONGRESS
25 September 2018 Warsaw, Marriott Hotel
2/218 Bagno Street 00-112 Warsaw, Poland Phone: +48 22 847 93 67 email@example.com www.hurtidetal.pl
Wan-Vit is a family company with 25 years of tradition. We are one of Poland’s largest manufacturers of “warm ice cream” dessert. Thanks to the high quality of our products, we have earned the trust of our customers. Focusing on dynamic development, we have created the 4proactive product line for you. The main ingredients of the 4proactive creams are nuts. Our offer includes peanut butter as well as hazelnut, walnut, pistachio, cashew, almond and coconut creams, with many flavours and additives. Chocofita and Coffeefita Premium are alternatives to other creams and butters with high sugar content and other additives. They are 100% natural. Pumpkin, sunflower and sesame seed syrups will be a market hit. BITES and DUO STICKS natural grain snacks with a unique taste are an interesting supplement to our creams. Our products do not contain any preservatives, palm oil, salt and sugar additives.
We offer protein snacks, creams and bars to active people. They enjoy recognition not only among athletes but among all those who appreciate a healthy lifestyle. We manufacture nut creams and high-protein creams for many reputed brands on the European market. The full range of our products is available at www.4proactive.eu Currently, 55% of our production is directed to foreign markets under other brands. They can also be found in many Polish supermarkets.
Chocofita and Coffeefita Premium enjoy the most popularity regardless of the export direction. As for the nut creams, it is a well-known fact that the most absorptive markets for peanut butter are the USA and the Netherlands. Fortunately, our society is going off the beaten track, increasingly supplementing their diet with nut- and grain-based products of our manufacture. Participation in international trade fairs is intended to serve expansion to new markets, rather than being limited to domestic and European ones. We hope this is the way to show our potential business partners that we are trustworthy and that it is worth establishing cooperation with us. We believe in the success of our products, knowing they are of top quality, which is a leading factor in comparison with our competitors. Our goal is to expand the assortment in line with the trends and expectations of our customers, as well as the development of exports under our 4proactive brand; however, we do not rule out production for other brands and the general development of our company, especially in the area of new investments.
We can produce for
DISCOVER POLISH PRODUCTS
Jelly beans Jelly beans – are very colorful beans. From the outside, they are surrounded by a harder sugar shell in all the colors of the rainbow, in the middle you will find a soft candy with an intense taste such as blueberry. You can eat them whole handfuls, enjoy the eye and give joy, because they are extremely nice, colorful and sweet. Children are simply missing them. You can buy them in 100g bags. www.3TOPOLE.pl
Wild Strawberry Wild Strawberry – this is one of our best selling product. 2 colors pink and purple. A small jelly sprinkled with pink or purple sprinkles, which in itself is a real attraction especially for
children who love to “take it” from the jelly.
Big Bomb – our large pectin jelly coated in
forest wild strawberries. Not only the eye is
very fine sugar, in five colours and five flavors,
happy. It can be bought in 80 gram bags.
among others pineapple, grape and kiwi. One
Sweetness with the taste and aroma of fresh
jelly Bomb delivers sweets for the whole day. Very healthy, liked by everyone. They come in trayes of 2 kg. www.3TOPOLE.pl
Coco threesome Exceptional coconut team. Do you want to stay fit and healthy? Try out our unique, finest and premium quality sweetmeats. They are healthy and delicious with a coconut flavor. Only with natural ingredients. www.4PROACTIVE.eu
Offer of BOGUTTI COMPANY! FREE – No added sugar Cookies. There is absolutely no added sugar in Free Cookies. Really good and simple cookies, inspired by family traditional home recipe. They are a great alternative for breakfast, can be also serve as a snack at school or work. You can choose from the following flavours, Butter Cookies with 20% Butter, Cookies with 20% Chocolate, Chocolate & Cranberry or Chocolate & Hazelnut. Cookies are manufactured from the natural ingredients: 0 Sugar, 0 Trans Fat, No Preservatives. Cookies look nice and attractive with 12 months Shelf-life. Net weight 135g www.BOGUTTI.com
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Full flavour with no added sugar! It is a unique line of delicious sweets without sugar. They contain maltitol, a sweetener of natural origin, so they can also be consumed by diabetics. The Wawel No-Added-Sugar sweets line consists of 100-g chocolates (Milk Chocolate, Milk Chocolate with coconut, Dark Chocolate 70% cocoa and Dark Chocolate 70% cocoa with pieces of orange) and the 110-g crispy and delicate Wafers with fillings (vanilla flavoured and cocoa flavoured). All these products have one feature in common – full flavour with no added sugar! www.WAWEL.pl
Wawel with a new variety for special occasions! With the enthusiasts of filled chocolates in mind, Wawel presents large chocolate bars in large sizes and grammages - simply perfect as a gift - with high amount of delicious filling. They are served in elegant packaging and have original shape of kisses. The package includes exquisite chocolate bars, full of sensual, double-layer fillings – Tiramisu (Dark chocolate with tiramisu flavoured filling 290-g), Cream Fudge Chocolate (Milk chocolate with caramel and milk filling 300-g), Crunchy Coco (Milk chocolate with coconut filling with added rice crips 278-g), Strawberry (Dark chocolate with strawberry-yoghurt filling 300-g) – all without unnecessary additives, food colorings, artificial flavours or preservatives – just a simple list of high quality ingredients. www.WAWEL.pl
Terravita 225g chocolate tablets Chocolate tablets 225g Terravita it is proposal for sweet gift for special occasions. High quality of the chocolate and elegant artwork give special – gift character for Terravita 225g chocolate tablets. In our offer we have chocolate tablets in few flavours: Milk chocolate, Milk chocolate with hazelnuts, Milk chocolate with peanuts and raisins, Caffe latte milk chocolate with cookies, Dark chocolate with cherry and cranberry. www.TERRAVITA.pl
Terravita Choco Sticks Choco stick is the best proof that chocolate does not have to be boring. Convenient and elegant form makes sticks excellent snack for short break during work, learning and travelling. It is also excellent as positive dose of energy during physical activity. Choco sticks 31g are available in 4 flavours made from the highest quality of chocolate: milk chocolate 35% cocoa and 25% of milk: solid milk chocolate, milk chocolate with yoghurt-raspberry filling; and dark chocolate with 70% cocoa content: solid dark chocolate, dark chocolate with peppermint filling. www.TERRAVITA.pl
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Trout pate for junior
Fish spread with rice
A new product line in the offer – for children
Product that connects generations. The
and not only. Sterilized pate based on smoked
combination of rice, meat, fish, tomato,
trout. The product does not contain flavor
onion and spices – they create a delicious
enhancers, preservatives and dyes.
product in pate form. This product can be
Pate with trout 125g – has been selected by
consumed with bread or can be the ideal
PLMA committee for New Product Expo –
base for other dishes. The winner of XXII
and will be displayed during the trade show
edition of “Now Poland Contest” (Teraz Polska)
in Idea Supermarket area.
and awarded “Try Good Food” (Poznaj Dobrą
Żywność) quality label by the Minister of Agriculture and Rural Development. The product entered into “The List of Traditional Products” (Lista Produktów Tradycyjnych) kept by the Minister for Agriculture and Rural Development. The winner of “Golden Receipt 2017” (Złoty paragon 2017) as the sale leader in the category of fish and fish products. www.DEGA.pl
ID’EAU – natural, functional mineral water EXCELLENTLY HYDRATING – the unique molecular structure of ID’EAU facilitates solving it. STIMULATING METABOLISM – ID’EAU contains as much as twice more oxygen than most of mineral waters. SUPPORTS MAINTENANCE OF ACID AND BASE BALANCE – alkaline pH of ID’EAU is conducive to the acid and base balance proper for our body. INCREASES ENDURANCE – the studies conducted in professional sportsmen proved significant effect on the rate of regeneration of the body and its resistance to long-term effort. www.IDEAU.pl
Polish poultry meat Polish poultry meat can successfully compete with the offer of world leaders by: √ competitive pricing – which you can expect from Polish producers and which becomes the key factor, when the product is of impeccable quality in relation to the price; √ exceptional quality and taste, resulting from full control of the production process “from farm to fork”; √ wide selection of poultry products: chickens, turkeys, geese, ducks and other types of poultry, offered as fresh meat: carcasses and different cuts (available also as frozen meat) and offal and preparations. www.KRD-IG.com.pl
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Fruit Pantry Raspberry Syrup
Fruit and herbal tea with forest fruit flavor
Our teas from the Tea Garden range are made from 100%
Herbapol fruit syrup a tasty option rich in
natural ingredients. Carefully selected and picked fruit are
fruit, perfect for both hot days and cold
subject to a thorough inspection and then packed by hand
evenings. It is easy to prepare and can be
to protect their natural essence. Large pieces of fruit that
added to both hot and cold water. Our
you can see through transparent teabags make the beverage
syrups are also a perfect addition to teas,
outstandingly tasty and
drinks, cocktails and desserts!
Preservative and artificial colour-free, the
Our fruit tea does not contain
appealing composition of flavours contains
any theine and can therefore be
concentrated fruit juices. Thanks to a high
served to children. The variety of
quality and efficiency, our syrups have reigned
flavours within the Tea Garden
in Polish households for generations.
range makes it a perfect beverage
Fruit Pantry is invaluable in every kitchen, on
for all family members and
a trip or on a picnic among friends. Perfect for
a natural and tasty alternative
any occasion and any season of the year.
to soft drinks. It is suitable for
drinking both hot and cold. www.HERBAPOL.pl
Veroni active Natural Energy Drink
Veroni active Natural Isotonic
The Veroni active portfolio is enlarged by Natural Energy Drink
Veroni active Natural Isotonic is an isotonic drink
– an energy drink with a completely natural composition. The
based on 100% natural product recipe that includes only 4 ingredients: water,
product contains 140mg of natural caffeine obtained from
highest quality NFC juice, cane sugar and salt. Due to the osmolality of 300
guarana and green coffee beans, which instantly adds energy to
mOsm / kg it perfectly hydrates the organism during the physical activity.
the action. The aromas and juices it contains give it an intensely
Additional benefits of Veroni active Natural Isotonic are: a handy, functional
fruity flavor. Veroni active Natural Drink is sold in a handy and
bottle with a volume of 700ml which is perfectly suited to bicycle handles
functional 400ml bottle. The label of the drink combines the
and a sport cap enabling easy drinking while sports activities. Veroni active
natural origin of the product with its energy function.
Natural Isotonic is available in three attractive flavours: aronia & lemon, apple
& lemon, orange & lemon. The product’s label is kept in the colour scheme of the carton combined with shades of green, which emphasizes the natural origin of the product while images of athletes accentuate the purpose of the drink. The product is manufactured using aseptic technology. www.ZBYSZKO.com.pl
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Mint tea Mint contains essential oils, which includes free alcohols (especially menthol), as well as tannins and flavonoids. The tea is used to reduce gastrointestinal discomfort from increased gastric acid secretion; to decrease the risk of liver and biliary tract diseases; in the case of colds and inflammations of the mouth, can also be used in inhalation treatments. www.BIFIX.pl
Raspberry tea Raspberry fruits are a natural source of vitamins C, A, B2, PP, trace elements and minerals. It is an excellent supplement in the prevention and treatment of colds. Raspberries contain substances that exhibit antipyretic and cleansing properties. In drinking this tea you are supplying your body with vital substances, and in doing so you are supporting your body’s natural immune system. www.BIFIX.pl
Table Mustard 175 g Multi purpose, mild mustard with a
Mild Ketchup 450 g
smooth, creamy texture in a classic
A unique combination of aromatic
glass jar with a capacity of 180ml.
tomatoes with a delicate hint of
Its delicate and harmonious flavour
spices. No “E” additives (including
makes it widely used. It contains no
starch), simple and clean
preservatives, artificial colors or flavor
label, short ingredients list. No
enhancers. Gluten-free. Perfect for hot
and cold meats, cheeses, dips.
Our wholegrain pasta is a perfect proposition for people who care about their daily diet. For all our customers we offer spelt, buckwheat and rye pasta. www.MAKARONY.pl
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Processed cheese MIX “Your... favourite” – 140g round box
Processed product MAZURSKI – 280g round box www.SERTOP.com.pl
Luxury Cream Fudge Traditional recipe was developed in the family atmosphere of experimenting with tastes and flavours. This is how our cream fudge was invented. The recipes goes back to the 50’. Unforgeable taste and original flavor supported with modern technologies and innovative methods guarantee unique flavor and highest quality. Diversity of packaging’s and flexibility will satisfy every customer. www.MAJAMI.pl
Sesame snaps Crunchy and sweet combination of sesame seed is a childhood taste.. Tasty crispy snack is perfect solution when we want to eat something sweet. Perfect for children and adults, traditional or with fruits or seeds will surely meet expectations of all gourmets. www.MAJAMI.pl
Fresh Box Fresh Box – automated terminal, which works on the same principle as the Parcel Terminals, but additionally allows to adjust temperature in the storage cells. Fresh Box allows clients to store their belongings and products at a certain temperature range (+2°C, +8°C), choose the time of storage, transfer them to other people. Thanks to Fresh Box we are able to store and transfer even products such as milk, meat and fish, frozen foods. Advantages: Ability to deliver chilled food; Receiving and issuing orders near the customer’s house or on his way to work; Additional advertising space in public places; Additional services (Parcel Terminals and Fresh-Boxes can be equipped with online payments terminal); To provide a platform for the vending sales; Individual, recognizable and unique design. www.MODERN-EXPO.pl
high oxygen content
restoration of acid-base balance
FMCG Market Trade Press 2018 Edition: SIAL China, PLMA Amsterdam