FOOD EXPORT CONGRESS 2018 Summary » p. 10
STATISTICS Foreign Agri-food Trade » p. 28
INTERNATIONAL LAW Non-tariff Barriers
» p. 58
Issue 03/32
Fall 2018
FoodfromPoland Polish Magazine for Professionals
CONTENTS MARKET NEWS.................................... 6 POLISH MARKET Another Favorable Year for Polish Agri-food Export....................... 8
FOOD EXPORT CONGRESS 2018 The Best Place to do Business in Poland ........................ 10 Polish Food Export Awards 2018 ........ 20
STATISTICS Polish Foreign Trade
MARTA KUDOSZ
in Agri-food Products............................... 28
Managing Editor m.kudosz@foodfrompoland.pl
CHINESE MARKET Trade Fairs in China.................................. 34
INTERVIEW Grzegorz Lenart, LOTTE Wedel ........... 40
Discover Food from Poland Dear Readers!
Barbara Wieczorek, Maspex Group ..... 44
It is my great pleasure to share this important information with you – the Polish food sector
Marek Maciejewski, Sertop ................... 48
has been enjoying further major success on the international market. We have recorded a
Rafał Serek, Indykpol .............................. 52
further increase in foreign trade turnover in agricultural and food products, the export growth
Joanna Majdańska, ZPC Vobro ............. 53 Hüseyin Kaptan, Damak Kebab ............ 56 Joanna Nowaczyk, Konspol Group ...... 57
INTERNATIONAL LAW Non-tariff Barriers ................................... 58
INTERVIEW Leszek Hojnor, Quadrum Foods ........... 68 Zenon Daniłowski, Makarony Polskie Group ........................ 70
POLISH MARKET Poultry – On the Rise.............................. 74
STATISTICS Commercial Brochures............................ 78
rate was higher than its import counterpart, which in turn contributed to an increase in the positive trade balance. A favourable economic situation on the markets of Poland’s main trading partners, as well as improving competitiveness of domestic export products, contributed to a rise in export. This clearly proves that Polish food products are very well-regarded around the world and are even becoming sought after by foreign trade partners. For this reason, this issue of the Food from Poland magazine features a large dose of interesting facts about the Polish food industry and the excellent Polish export products that are popular around the world. I also encourage you to take a look at the offer of Polish manufacturers who, in addition to having high-quality brands recognized around the world in their portfolios, are very active in the Private Label or Clean Label manufacturing sectors and follow the latest trends in healthy eating. In addition to that, I recommend the coverage of the Food Export Congress that took place in Warsaw in September. We hosted the most important figures involved in food exports, including many representatives of foreign trade networks and distribution companies from many countries around the world, at that event.
LIST OF POLISH COMPANIES....... 82
Consider yourselves invited to read the rest of this publication!
DISCOVER POLISH PRODUCTS... 88
Best regards.
Editorial Office Bagno Street 2/218 00-112 Warsaw, Poland
Advertisement Office Phone/Fax: +48 22 847 93 67 +48 22 828 93 66
Phone/Fax: +48 22 847 93 67 +48 22 828 93 66 +48 22 847 93 68 redakcja@foodfrompoland.pl www. foodfrompoland.pl
Sales & Marketing Department – Katarzyna Paciorek
Editor-In-Chief – Tomasz Pańczyk
p.panczyk@foodfrompoland.pl
k.paciorek@foodfrompoland.pl
Graphics studio – Studio Meds
t.panczyk@foodfrompoland.pl
Managing Editor – Marta Kudosz m.kudosz@foodfrompoland.pl
Editor – Monika Górka
m.gorka@foodfrompoland.pl
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Printing house: ArtDruk Kobyłka www.artdruk.com In our publication we use pexels.com photos.
Publishing House
Fischer Trading Group Ltd. Bagno Street 2/218, 00-112 Warsaw Phone/Fax: +48 22 847 93 67 +48 22 847 93 68 t.panczyk@ftgroup.pl www.hurtidetal.pl CEO: Tomasz Pańczyk
POLISH
FOOD EXPORT AWARDS
MARKET NEWS
The Regional Dairy Cooperative in Piatnica fast development The Regional Dairy Cooperative in Piatnica is one of the most modern and fastest growing dairy companies in Poland. OSM Piatnica is the biggest producer of cottage cheese, soured cream and mascarpone in Poland, and the leading manufacturer of cream cheese, curd cheese and micro-filtered milk. All products are made with only natural ingredients, without any preservatives, artificial flavours or sweeteners. Currently, export isn’t a large part of Cooperative’s sales, but it is one of the strategic directions of its development. Piatnica sends its products to more than 20 countries. The London Stock Exchange Group indicated Piatnica as one of the “1000 companies inspiring Europe” in 2018.
Wedel products gain new markets
Makarony Polskie SA was in the group of partners of the XXVIII Economic Forum in Krynica on 4-6 September 2018
Wedel products are gaining more and more
The President of the Board, Zenon Daniłowski, took part in the panel: “Problem Food
fans abroad with perspectives to expand on
Waste - how Europe deals with wasting food?” He pointed out that care for non-food waste is
new markets. Anticipating customer expecta-
expressed in providing products with longer expiration dates and that appropriate packaging
tions, Wedel continues to widen portfolio, with
protects the durability of the product even after its opening.
international availability as one of the focus ar-
He participated in the panel “Success of the Polish product abroad - how is it done?” along
eas. Company already exports products to over
with the Senate Marshal S. Karczewski and the Minister of Agriculture and Rural Develop-
60 countries worldwide, but USA, Canada and
ment J. K. Ardanowski, where he presented the export achievements of Makarony Polskie SA
UK are currently key markets.
and declared openness to business cooperation with the Polish community abroad.
BZK Alco products appreciated on three continents Senator Komorowski Organic Vodka and Björn received the Gold Medal in the largest in China and Hong Kong competition for wines and spirits – CWSA China Wine & Spirits Awards. This means that vodkas won prestigious prizes in competitions held in Europe, North America and Asia in 2018. Senator Komorowski Organic Vodka won the Great Gold Medal in 2018 in the most prestigious competition in Europe – Monde Selection, Silver Medal in the International Spirits Challenge competition and Bronze Medal in the American competition The San Francisco World Spirits Competition. Björn has so far been awarded the Gold Medal in the Monde Selection competition and the Silver Medal at The San Francisco World Spirits Competition. Additionally, its unique packaging was in the finals of the Good Design 2018 (Polish Institute of Industrial Design).
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MARKET NEWS
New Sante products on the market Plant drinks of Sante with no added sugar are drinks 100% of plant origin, which delights with its creamy consistency and delicate taste. They are not sweetened or salted, containing naturally occurring sugar and salt. They are source of protein, naturally without lactose, with no artificial additives and 100% vegan. Drinks with no added sugar tastes wonderful by itself. Ideal added to coffee or tea (instead of milk and syrup) and in cocktails. Sante breakfast cereal, FIT cereal, Muesli, Crunchy and Granola with the plant drink make a really delicious and nutritious breakfast. In the Sante offer of plant drinks are also products with BIO certificate.
The Food Export Congress 2018
was a big success! Over 180 representatives of Polish top food producers across multiple market sectors, producer irganizations supporting export, members of ebassies’ trade departments, government institutions and buyers from all over the world. Participants of the Food Export Congress held on 25th of September 2018 at the Marriott Hotel in Warsaw had a perfect occassion to establish new export contacts or develope remaining. More info: page 10. advertisement
SECTORS: MEAT & FISH DAIRY
INTERNATIONAL FOOD FAIR
21-23 NOVEMBER www.warsawfoodexpo.pl
CONTACT:
b warsawfoodexpo
Jakub Misiewicz j.misiewicz@warsawexpo.eu +48 572 333 909
FRUIT & VEGETABLES NON-ALCOHOLIC BEVERAGES BAKERY & CONFECTIONERY REGIONAL FOOD ALCOHOLIC BEVERAGES CONVENIENCE FOOD
7
POLISH MARKET
ANOTHER FAVORABLE YEAR FOR POLISH AGRI-FOOD EXPORT Since Poland’s accession to the European Union, exports of Polish agri-food products have been systematically growing, achieving a new record size each year. In 2017, food worth EUR 27.3 billion was exported. In comparison with 2016, this means an increase of 12%.
Piotr Serafin, General Director, National Support Center for Agriculture
the most attractive destinations are the United
preparations, pork, fresh vegetables, fresh
Arab Emirates and the Gulf countries, China,
fruit and wheat. Significant income was also
India, Japan, Singapore, Vietnam, South Korea,
obtained from the export of cigarettes.
Mexico, the United States, Canada, Kazakh-
The main trading partner of Poland are EU
stan, Egypt, South Africa and Belarus.
countries, mainly Germany, the United King-
Polish food is a very attractive product
In the current year, trade data indicates that
dom, the Netherlands, Italy and the Czech
with high export potential, as evidenced by
one can expect a further increase in export.
Republic. The share of export to EU countries,
the above trade data. However, this potential
According to the forecasts of the Institute of
as in 2016, amounted to 81%. However, trade
is still not fully used. Polish food is too little
Agricultural Economics and Food Economy -
data indicates that Polish exporters are in-
known, especially in more distant markets
National Research Institute in 2018, the pro-
where there is strong competition from glob-
ceeds from export may increase to EUR 28.8
al brands. It is difficult for Polish exporters to
billion. This is a result over 5% higher than in
build a position on such markets, especially if
2017 and 5.5 times higher than in the year
the companies do not have large funds that
of Poland’s accession to the EU. The favorable economic situation on the markets of Poland’s main trading partners and the improvement of the competitiveness of Polish products intended for export contribute to the growth
KOWR National Support
could be used for promotion and marketing activities. For this reason, the activities of the Polish administration are very much needed, creating a positive image of Polish food, building a „Polish brand” in the world and
Centre for Agriculture
supporting the development of trade with
compared to 2016). In 2018, the turnover sur-
creasingly exporting to third country markets.
activities, undertakes this role by carrying out
plus may increase to EUR 9.6 billion.
The directions of CIS countries (increase in the
pro-export activities on foreign markets under
of export. It is also worth emphasizing the growing positive trade balance, which in 2017 amounted to EUR 8.4 billion (a 19% increase
foreign countries. The National Center for Agricultural Support, as part of its statutory
Poland is a significant food exporter, as com-
value of export in 2017 by 10% in comparison
the common slogan „Poland tastes good”. To
pared to other EU countries - it ranks 7th in
to the previous year) and the USA (increase by
this end, it organizes economic missions for
terms of export volumes, behind the Nether-
40% in relation to data for 2016) are still dom-
Polish entrepreneurs, joint exhibition stands
lands, Germany, France, Spain, Italy and Bel-
inant here. It is also worth noting the growing
at major foreign agri-food fairs, incoming
gium, being ahead of Great Britain. Taking into
export of Polish food to the UAE, Israel, Tur-
missions for foreign importers and journalists,
account the balance of foreign trade in agri-
key, South Korea, Vietnam or Kenya.
mediates in establishing business contacts,
food products, Poland ranks third in the EU.
8
serves, bread, beef, chocolate products, meat
The greatest opportunities for the develop-
and also conducts information activities for
The structure of Polish export is dominated
ment of Polish agri-food export are offered by
Polish entrepreneurs aimed at disseminating
by (according to data for 2017): dairy prod-
Asian and African countries as well as countries
knowledge about conditions of doing busi-
ucts, meat and poultry offal, fish and pre-
of the Middle East and North America. Among
ness on foreign markets.
POLISH PAVILION • Stand no 1 C 050, 1 C044 • National Pavilions and Regions of the World Hall 1
THE BEST OF POLISH FOOD & BEVERAGE SELECTION
COME AND ENJOY!!!
#Poland Tastes Good #livecooking #Natural products #Healthy food #Green heart of Europe #Technology and tradition #European quality #Best taste of Europe #Top global fruit producer #No 1 in poultry #Leading milk producer #Top quality beef anf pork #Sweet paradise
FOOD EXPORT CONGRESS THE BEST PLACE TO DO BUSINESS IN POLAND important role of organizations which sup-
On September 25, 2018, at the Marriott Hotel in Warsaw, the Food Export Congress was organized by the company Fischer Trading Group Sp. z o.o., the publisher of ‘Food from Poland’ and ‘Wholesale & Retail’ magazines. 180 representatives of food sector producers, government institutions and producer organizations supporting export, as well as trade counsellors of foreign embassies participated in the event. In parallel with the thematic part during which over 30 speakers and panelists appeared, in a special ‘Business Meeting Room’ zone prearranged international trade meetings in B2B formula were held.
The Food Export Congress is the first commercial event on the Polish market which allowed its participants to gain valuable knowledge on the food market, important export directions and perspectives of the foreign trade development.
port Polish companies in export, about combining forces of Polish producers on difficult foreign markets, about perspectives and hazards connected with foreign trade, about the business risk and ‚Polishness’ which is an asset of food products on foreign markets. The grand opening of the Food Export Congress in Warsaw was conducted by Tomasz Pańczyk, President of the Management Board of Fischer Trading Group Sp. z o.o. – pointing during his speech to a very important role of food export and the presence of Polish products on the International arena.
30 traders from foreign shopping chains from a dozen or so world countries participated in the business meetings with Polish producers of the food sector. Producers had a splendid opportunity during the conference to establish and refresh business contacts connected with export. The Congress was addressed to both those companies which satisfactorily carry out their export sales and those agri-food sector producers who intend to direct their trade offer to foreign customers. During thematic panels moderated by Wojciech Szeląg, a popular TV Polsat News journalist, experts discussed the issues of competitiveness of our economy, consumer and economic patriotism, promotion of Polish products. They talked about both difficult and easier foreign markets, especially the most promising ones, about the
10
Tomasz Pańczyk - CEO, Fischer Trading Group Ltd. (Food From Poland)
Monika Tyska - Deputy General Director, NSCA (KOWR)
Igor Jeliński - Managing Director CEO, VIVE Group
During presentations by experts opening
tural differences in the building of effective
the Congress, participants could hear about
relations in the export busines. Director in the
the perspectives of the development of Polish
team for brand strategy PwC – Marta Marczak
food export and Polish export hits discussed
shared her valuable knowledge on develo-
by Monika Tyska, Deputy General Director of
ping brands which are part of a given culture
the National Support Center for Agricultural.
and reflect it, and mentioned the important
Igor Jeliński, Managing Director CEO, VIVE
value of Polish origin products on the food
Group stressed how important, in business
market. She also discussed a very interesting
relations, is the communication and openness
topic regarding sector strategies, strategies ba-
to other cultures, and how to manage the cul-
sed on functional advantages and values.
Joanna Majdańska - Export Director, ZPC Vobro
The Congress was addressed to both those companies which satisfactorily carry out their export sales and those agri-food sector producers who intend to direct their trade offer to foreign customers.
Marta Marczak - Director, PwC
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FOOD EXPORT CONGRESS
25 September 2018 Warsaw, Marriott Hotel
Department of Economic Promotion in the Polish Investment and Trade Agency. During the panel moderated by Wojciech Szeląg participants discussed among other things what should be done so that Polish food brands become more recognizable in the world and whether support forms currently given by the Polish diplomacy to the food sector producers abroad are sufficient. In the second panel, Polish food export development issues were discussed with the focus on opportunities and hazards. The panel participants were representati-
Expert panel – „Food from Poland” Economic Diplomacy
ves of leading producer and trade organizations in Poland – Renata Juszkiewicz – President of the Polish Trade and Distribution Organization, Łukasz Dominiak – General Director of The National Poultry Council Chamber of Commerce, Andrzej Gantner – General Director of the Polish Federation of Food Producers, Wiesław Różański – President of the Union of Producers and Employers of the Meat Industry (UPEMI) and Arkadiusz Gaik - President of the Association of Polish Distributors of Fruit and Vegetables ‘Unia Owocowa’. Panelists made an assessment of the situation of the
Expert panel – Development of Polish Food Exports – Opportunities and Threats
Polish food export from the point of view of the branch organization, and set the direction of export development in the individual branches. Also touched were issues connected with protectionism in trade with the European Union countries, trade blockades, safety in production or quality systems. Another discussion panel was connected with the topic of promotion and support of Polish food export worldwide. This very important subject for producers was discussed by Monika Tyska, Deputy General Director of the National Support Center for Agriculture, Robert Zawadzki, Deputy Director of the
Expert panel – Promotion and Support of Polish Food Export in the World
Department of Economic Promotion in the Polish Investment and Trade Agency and Mał-
12
The first discussion panel was connected
mowski – President of the Management Bo-
gorzata Ryttel, President of the Management
with economic diplomacy and was participa-
ard of the Polish Vodka Association (PVA), Igor
Board of Maxpol Sp. z o.o. a company which
ted by Cezariusz Kwaterski – Counsellor from
Jeliński, Managing Director CEO, VIVE Group
organizes foreign trade fairs. During the di-
the Minister of Foreign Affairs, Andrzej Szu-
and Robert Zawadzki, Deputy Director of the
scussion participants wondered whether food
can become an icon of Polish export and they pondered over possibilities of even more effective promotion of Polish agri-food export abroad. The panelists also informed the Congress participants on what support of the government institutions Polish exporters of the food sector can count on. The fourth expert panel was connected with the subject of means and possibilities of protecting against the risks in food export. The panel participants included Janusz Władyczak, President of the Management Board of Export Credit Insurance Corporation (KUKE), Rafał Szczotka, Director in a tax team of M&A,
Expert panel – Opportunities and Barriers Related to Food Export
PwC Poland, Szymon Wiliński, Director of Economic Information Development, Coface and Radosław Jarema, Managing Director of the Polish Division of the Payment Institution AKCENTA. The invited guests raised legal and tax issues connected with running business abroad, forms of safeguarding payments on the international market, and possibilities and forms of minimizing the financial risks linked with the export activity. For another two panels we invited representatives of Polish production companies which are successfully carrying out export sales all over the world. And these included: Grzegorz Lenart, Export Direc-
Polish Exporters’ panel – Expectations, Fears, Possibilities, 1st part
tor of LOTTE Wedel Sp. z o.o., Krzysztof Koszela, Member of the Management Board, Export and Foreign Markets Development Director, Colian Sp. z o.o., Norbert Gałuszewski, Export Director of ‘Herbapol – Lublin’ S.A., Andrzej Pieczonka, Export Development Manager from the company Instanta Sp. z o.o., Edward Bajko, President of the Management Board of the Dairy Cooperative Spomlek, Jacek Lewicki, Business Development Director from the Regional Dairy Cooperative in Piątnica, Jerzy Wasilewski, Managing Director from the company Indykpol S.A. and Ewa Pruska, Fore-
Polish Exporters’ panel – Expectations, Fears, Possibilities, 2nd part
ign Trade Office Director Konspol Holding. gave Polish producers an impulse to search
The Congress participants could use the
how to use the abilities connected with the
knowledge and experience of the pane-
development of export on different world
for new sales markets and whether the Po-
lists, who talked about what mistakes sho-
markets. A stormy debate was conducted
lish food branch actually is innovative and
uld be avoided during export contacts and
on whether the Russian embargo actually
competitive on the world markets.
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FOOD EXPORT CONGRESS
25 September 2018 Warsaw, Marriott Hotel
Another conference element was the pre-
The seventh and the last discussion panel
Britain leaving the European Union and the
sentation of a very prospective market for Po-
was devoted to a very important issue – i.e.
influence of Brexit on the export of Polish
lish export – i.e. China. Michał Bielewicz, the
Brexit. The panel participants - Wiktor Sa-
products to the UK. Views were divided – for
owner of the company ForCap Co.Ltd., Mi-
wosz, President of the Manageemnt Board
part of the panel participants Brexit will have
chael Guo, President of Beske (Shanghai) Co.
of Brand Distribution, Radosław Jarema,
a positive influence inter alia on the impro-
Ltd and Eva Chen from the Purchasing De-
Managing Director of the Polish Division of
vement of the quality of export products sent
partment, Pinlive (Shanghai) Foods Co. Ltd.,
the Payment Institution AKCENTA, Tomasz
to the UK, but according to others Brexit will
talked about possibilities and ways of entering
Barańczyk, Partner, PwC, and Beata Rybicka-
pose a serious hazard for companies which
this important market, the necessity to register
-Dominiak from the National Board of Poultry
have mainly focused their export activity on
goods and forms of promotion.
Processing – discussed the scenarios of Great
Great Britain.
Michael Guo - CEO BESKE (Shanghai, China)
Michał Bielewicz - Owner of ForCap Co. Ltd.
Eva Chen - Pinlive Foods (Shanghai, China)
Expert panel – „Brexit”
14
BUSINESS B2B MEETING MEETUPS WITH POLISH
ROOM
PRODUCERS
During the conference, in a specially prepared ‘Business Meeting Room’ zone numerous and fruitful meetings between producers with the representatives of foreign shopping chains and distribution companies were held in a heated atmosphere. During the Congress, producers also had an opportunity to present export products.
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FOOD EXPORT CONGRESS
25 September 2018 Warsaw, Marriott Hotel
16
An exhibition of export products accompanied the Conference. Stands were available to visit for guests of the following companies:
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FOOD EXPORT CONGRESS
25 September 2018 Warsaw, Marriott Hotel
POLISH EXHIBITORS
Colian Sp. z o.o. 1 Zdrojowa Street 62-860, Opatówek, Poland Export Department: Phone: +48 62 590 33 08 export@colian.pl www.colian.pl
Dan Cake Polonia Sp. z o.o.
Colian is a group of confectionery products cooperating under: Jutrzenka, Goplana Solidarność and other brands. Aggregated experiences, technologies and production potentials let Colian achieve a position of one of the biggest confectionery producers on the Polish market.
Company is constantly exploring client’s needs, keeping high quality, unique taste and nutrition values of offered products. Through participation in various development programs, effective
creation of product categories and efficient service the company wants to be perceived as an innovative and an effective partner for many years.
Dan Cake Polonia is a part of the international group that operates production facilities in
Denmark, Poland, Germany, Sweden, Norway and Bangladesh. Since 1931 Dan Cake remains 15 Transportowców Street 32-500 Chrzanów, Poland Phone: +48 32 62 63 717 Mob.: +48 601 085 777 export@dancake.pl www.dancake.pl
loyal to the best of traditional baking practices to give moments of sweet pleasure to our Customers all over the world.
Within the vast portfolio of products we offer toast breads, milk rolls, various cakes in foil,
sponge flans, tartlets and numerous sweet snacks including muffins and croissants. Innovative
production technologies, strict safety and hygiene standards allow us to cooperate with leading retail chains in Europe and other Central and East European countries.
Dan Cake remains a family owned company that uses its’ 80 years of experience to inspire
consumers with great taste of our products and lets them save time thanks to convenient solutions we offer.
Dobrowolscy Sp. z o.o.
The company’s portfolio includes smoked meats, hams, roasts and pâtés.
Traditionally Smoked and Dobrowolscy Brothers are the company’s leading Premium brands. These cold cured meats owe their excellent taste to traditional smoking in a real smoking Wadowice Górne 93, 39-308, Poland Phone: +48 14 666 20 00 dobrowolscy@dobrowolscy.pl www.dobrowolscy.pl
chamber, the way of our grandparents. The products fraw upon traditions through their
excellent recipes taken from the rich tradition of preparing cold cured meats in the Podkarpacie Region as well as through the use of carefully selected raw material.
In response to the changing needs of consumers, the company continues to introduce new
product lines – for example, the line of the highest quality poultry products under the name KUKURYKU Premium.
The quality of Dobrowolscy products is proven not only through recognition and popularity among consumers, but also through received awards, among others: Pearl of the Market 2018; Appreciate Polish Products, Hit of FMCG market 2018.
„Herbapol - Lublin” S.A.
Herbapol-Lublin S.A., current tea market leader in Poland, was founded 67 years ago.
Drawing upon what is best in nature, it produces exceptional products bringing positive 25 Diamentowa Street 20-471 Lublin, Poland Phone: +48 81 74 88 304 fax: +48 81 74 39 670 lublin@herbapol.com.pl www.herbapol.com.pl
emotions and moments of pleasure to its consumers.
Company’s portfolio includes Herbapol and Big-Active brands.
The Herbapol brand is a perfect combination of tradition and innovation. Brand portfolio includes teas, syrups, jams, confitures and other jam products.
Big-Active is known for exotic fruit mixed teas with unique flavor combinations, black teas, high quality and very good taste.
Things have changed in the last several decades. However, Herbapol-Lublin S.A. continues to
use only the best and natural ingredients for unique tasting experience and seek innovative solutions to maintain its leadership position.
Indykpol S.A. The Indykpol group of companies is Poland’s largest organisation of poultry companies 3 Jesienna Street 10-370 Olsztyn Phone: +48 89 52 62 222 sekretariat@indykpol.pl www.indykpol.pl
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.
– EXPORT CONGRESS Konspol Holding Sp. z o.o.
Konspol, a Polish family company present at the market for over 35 years. With all our passion
and experience we produce perfect cold meats and convenience products, based on traditional recipes and supported by modern technology.
Carefully selected Polish raw material and its perfect quality guarantee production of goods which
delight customers in Poland and abroad. The main export targets of Konspol Group are Great Britain, Finland, Denmark, Switzerland, The Netherlands, Slovakia, Slovenia, Germany and Japan.
Within 35 years Konspol has built powerful group of four companies: Pasz Konspol, Konspol Bis,
Konspol Holding and Trans Konspol. Thanks to vertical integration it is possible to control the whole production process, from feed to the final product bought by the customers.
40 Grottgera Street, 33-300, Nowy Sącz, Poland Phone: +48 18 449 55 64 39 Poznańska Street, 62-400, Słupca, Poland Phone: +48 63 274 21 00 www.konspol.com.pl
In the production processes we do not use ingredients containing GMO and in production of feed we use NON AMAZON soya.
Lotte Wedel Sp. z o.o.
Wedel is the oldest chocolate brand in Poland, providing pleasure to consumers with its
products for over 160 years. Emil Wedel was an unwavering optimist who infected others with his attitude.
Since 2010 Wedel has been part of the Japan-based Lotte Group, an international company founded in 1948 and initially focused on the chewing gum market.
The Wedel brand means flavor and superior quality chocolate with an intense, familiar taste.
This recognizable, deep flavor of chocolate has been winning rankings for the most consumer-
recommended brand in Poland for years. Anticipating customer expectations, Wedel continues to expand its portfolio, with international availability as one of the focus areas. Wedel sweets
28/30 Zamoyskiego Street 03-801 Warsaw, Poland Phone: +48 22 670 77 00 export@wedel.pl www.wedel.com
are currently exported to Great Britain, USA, Canada, Germany, Kuweit, Algeria, Australia and
many other countries. Wedel’s products are gaining more and more fans abroad, and the brand continues to expand its markets.
Grupa Maspex Sp. z o.o. Sp. k. Maspex Group is the clear market leader in the production of juices, nectars and soft drinks in Poland, the Czech Republic and Slovakia, and the main producer in Hungary, Romania, Bulgaria and Lithuania. It is also the leading producer of instant products (cappuccino, cocoa, coffee creamer, instant tea). Moreover, it is the leader on the pasta market in Poland and the main
manufacturer in Romania. Also, it ranks leader market position of jams, ketchups and sauces
and is a leading manufacturer in the segment of ready meals and processed vegetable in Poland. The company is also a leading player in the water market in Romania.
37 Legionów Street, 34-100 Wadowice, Poland Phone: +48 33 873 10 75 export@maspex.com www.maspex.com
In 2017 the consolidated revenues from sales of Maspex Group amounted to over 1 bln EUR.
Thanks to family passion, knowledge, and an innovative look at the meat industry, Tarczyński
Tarczyński S.A.
company has been supplying both the Polish and foreign tables with meat products of the highest quality and unique taste for over 25 years. Tarczyński company, as the undisputed
leader in the production of kabanos sausage, responds to the rapidly growing market of meat snacks by offering impulse variants, such as Kabanos Na Raz – Pork Meat Stick or Kabanos Mini
GO! 25g. Due to the growing export sales, we decided to create the SNACK IT brand, which
refers to the snack form of our products and is easier to remember for foreign consumers. Another category of meat products, to which we pay special attention are Frankfurters. Due to their attributes – high meat content, functional packaging, and taste qualities – they have been
Ujeździec Mały 80 55-100 Trzebnica, Poland Phone: +48 71 312 12 83 fax: +48 71 310 30 73 export@tarczynski.pl www.tarczynski.pl
appreciated by consumers for years.
It is the high quality and unique taste that determine the popularity of the Tarczyński and SNACK IT brand products.
ZPC VOBRO Wojciech Wojenkowski Vobro’s Confectionery Factory was founded in 1986 in Poland. Vobro’s mission is to fully
satisfy Customers’ needs by producing high quality and safe confectionery products.
Vobro’s product range is made up of over 100 chocolate confectionery products (pralines and chocolate sweets), jellies. Among Vobro’s best sellers are dessert chocolates filled with
cherries in liqueur, a selection of perfectly ripe, flawless cherries, bathed in liqueur and packed in luxurious dark chocolate.
78 Podgorna Street 87-300 Brodnica, Poland Phone: +48 56 493 28 51 export@vobro.com.pl www.vobro.pl
FOOD EXPORT CONGRESS
25 September 2018 Warsaw, Marriott Hotel
During the ‘Food from Poland’ evening Gala we presented over 50 awards of ‘Polish Food Export Awards’ and a title of ‘Ambassador of Polish Food Export’ – to the most important Polish companies successful in the export of food products and promoting Poland and Polish products on the international arena. Among laureates there were also government institutions and organizations supporting food export.
POLISH
FOOD EXPORT AWARDS
Andrzej Pawelczak, Public Relations Director Animex Foods Sp. z o.o. Sp. k.
Barbara Wieczorek, Export Director Grupa Maspex Sp. z o.o. Sp. k.
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Katarzyna Stalska-Zygadło, Export & Sales Director Sokołów S.A.
Małgorzata Cebelińska, Trade Director Diary Cooperative MLEKPOL
Michał Czerniachowicz, Export Director Tarczyński S.A.
Anna Wierzbicka, Key Account Manager Foodcare Sp. z o.o.
Krzysztof Koszela, Director International Market Development, Board Member Colian Sp. z o.o.
Łukasz Zając, PR Manager Superdrob S.A.
ORGANISER
MEDIA SUPPORT
STRATEGIC PARTNER
CONTENT SUPPORT
Grzegorz Dziocha, Export Director Polmlek Group
Jerzy Wasilewski, Executive Director Indykpol S.A.
Szymon Gruchalski, Sales Manager Konspol Holding Sp. z o.o.
Andrzej Pieczonka, Export Development Manager Instanta Sp. z o.o.
Grzegorz Lenart, Export Director Lotte Wedel Sp. z o.o.
Agnieszka Ufel, Export Manager ZM Henryk Kania S.A.
Edward Bajko, President of the Board Dairy Cooperative Spomlek
Wojciech Miłoś, Export Director Mieszko S.A.
Damian Wrona, Export Director ZM Łuków S.A.
Norbert Gałuszewski, Export Director „Herbapol - Lublin” S.A.
Katarzyna Gwadera, Export Director Bakalland S.A.
Joanna Majdańska, Export Director ZPC Vobro
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22
Robert Rudnicki, President of the Board FC „Pszczółka” Sp. z o.o.
Katarzyna Bojanowicz, Export Director Zbyszko Company S.A.
Urszula Drabik, President of the Board ZPC Śnieżka S.A.
Jacek Lewicki, Business Development Director OSM w Piątnicy
Julia Piasecka, Coowner BiFIX Wojciech Piasecki Sp. j.
Marcin Mżyk, Export Director Dan Cake Polonia Sp. z o.o.
Elżbieta Bąkiewicz, Export Director Bogutti Sp. z o.o.
Grzegorz Zych, Vice-President of the Board Dobrowolscy Sp. z o.o.
Maria Brzeszczak, Senior Export Manager Sante A. Kowalski Sp. j.
Patrick den Bult, Vice-President of the Board Oshee Polska Sp. z o.o.
Jan Gaweł, President of the Board Sertop Sp. z o.o.
Agata Karoń, Export & Sales Development Acting Director Virtu Production Sp. z o.o.
Magdalena Piestrzyńska-Książek, CEO Majami Sp. z o.o.
Michał Antoniuk, Export Manager Reydrob Sp. z o.o.
Wiktor Sawosz, President of the Board Brand Distribution
Małgorzata Ryttel, President of the Board PPH Maxpol Sp. z o.o.
Monika Tyska, Deputy General Director National Support Centre for Agriculture
Robert Zawadzki, Deputy Director Polish Investment & Trade Agency
Łukasz Dominiak, General Director The National Poultry Council
Wiesław Różański, President of the Board UPEMI
Andrzej Szumowski, President of the Board Polish Vodka Association
POLISH
FOOD EXPORT AWARDS
Monika Jonczak, Marketing Director Polish Federation of Food Industry (PFPZ)
Katarzyna Oponowicz, Head of the Office Polish Meat Association
PANTONE 287 CVC PANTONE 2925 CVC PANTONE 362 CVC
KOWR National Support
Centre for Agriculture
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CONGRATULATIONS! Among the laureates of ‘Polish Food Export Awards’ are: Mlekovita Group, Animex Foods, Maspex Group, Sokołów Group, Mokate Group, Dairy Cooperative ‘MLEKPOL’, FoodCare, Colian Group, Superdrob, Polmlek Group, Graal, Indykpol, Konspol Holding, Wawel, Instanta, Lotte Wedel, Tarczyński, Meat Plant Henryk Kania, Dairy Cooperative Spomlek, Mieszko, Meat Plant Łuków, Drosed, Herbapol – Lublin, Bakalland Group, Confectionery Production Plant Vobro, Candy Factory ‘Pszczółka’, Zbyszko Company, Confectionery Industry Plant Śnieżka, Regional Dairy Cooperative in Piątnica, Bifix, Dan Cake Polonia, Bogutti, Dobrowolscy, Sante, OSHEE Poland, Sertop, Virtu, Majami, Argo, Cedrob, Dega, Rolnik, Reydrob, Seko, Brand Distribution Group, PPH Maxpol, National Support Center for Agricultural, Polish Agency of Investment and Trade, The National Poultry Council - Chamber of Commerce, Union of Producers and Employers of the Meat Industry (UPEMI), Polish Vodka Association (PVA), Polish Federation of Food Producers – Union of Employers, Polish Meat Union.
Polish Food Export Awards are presented for achievements in food export and promotion of Poland and Polish products in the global market.
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FOOD EXPORT CONGRESS The Food Export Congress is the biggest commercial branch event in Poland gathering the biggest exporters of the agri-food sector, organizations, institutions and representatives of foreign distribution companies and shopping chains.
POLISH
FOOD EXPORT AWARDS
25
STATISTICS
POLISH FOREIGN TRADE IN AGRI-FOOD PRODUCTS The year 2017 saw further growth in turnover of Polish foreign trade in agri-food products. The growth rate of the value of exports was higher than of imports, which affected an increase in the positive trade balance. The growth of exports was fostered by a favourable situation on the markets of Poland’s major trade partners, as well as improved competitiveness of domestic export products.
grew by 12%, to EUR 27.3 billion. This means
Fig. 1. Polish foreign trade in agri-food products 30
continuation of the growing trend in foreign sales, observed since Poland’s access to the
25
EU. The expenses for imports grew as well, to EUR 18.9 billion (up by 9.5%). The positive
20
balance of foreign trade amounted to EUR 8.4 billion, 19% higher than in 2016. As in the
15
previous year, the share of agri-food products in the total value of Polish exports was 13%. 2017 saw growth in foreign trade turnover. Agri-food products were primarily exported from Poland to the EU market. The value of exports of such goods to the European Union
10 5 0
4.0 3.6 5.2 4.4 7.1 5.4 8.5 6.4 10.1 8.1 11.7 10.3 11.5 9.3 13.5 10.9 15.2 12.6 17.9 13.6 20.4 14.3 21.9 15.1 23.9 16.1 24.3 17.3 27.3 18.9
Compared with 2016, the value of exports
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Countries in 2017 amounted to EUR 22.3 billion, 12% higher than the year before. The share of EU countries in Polish agri-food exports amounted to 81%, as in 2016.
28
EXPORT
IMPORT
BALANCE
Source: a study by the Bureau of Analyses and Strategies of the National Support Centre for Agriculture, based on data of the Ministry of Finance, 2017 – preliminary data of the Central Statistical Office.
STATISTICS Fig. 2. Geographical structure of Polish agri-food exports in 2017
Export to other non-EU countries incre-
USA
Other countries
2%
ased from EUR 3.3 billion to EUR 3.8 billion
Great Britain
12%
(up by 13%). The largest recipient among
9%
CIS
5%
these countries was the USA to which EUR Netherlands
6%
Germany
24%
Italy
6%
EUR 27.3 billion
Czech Republic
EUR 22.3 billion
5%
France Other EU countries
10%
EU
The agri-food products which generated the most revenue on exports in 2017 included: dairy products (EUR 2,078 million,
5%
including cheese and curd – EUR 740 million), poultry meat and offal (EUR 1,946
Hungary
3%
2% Lithuania Romania Belgium 2% Slovakia 2% 2% 2%
81%
sold (a 40% increase).
Spain
3%
Denmark
523 million worth of agri-food products were
million), fish and preparations (EUR 1,895 million), bread (EUR 1,507 million), beef (EUR 1,387 million), chocolate products (EUR 1,358 million), meat preparations (EUR 1,065 million), pork (EUR 966 million), fre-
Source: a study by the Bureau of Analyses and Strategies of the National Support Centre for Agriculture, based on preliminary data of the Central Statistical Office.
exports of cigarettes (EUR 2,590 million). The total value of exports of these products
Live animals, meat and preparations
15%
Alcohol
in 2017 accounted for 60% of the total value
21%
1%
of agri-food exports.
Fruit and vegetable juices
In 2017, exports of poultry meat and offal
2%
(CN 0207) from Poland reached a level of 1.1
Oilseeds, vegetable fats
million tons and EUR 1.9 billion (in both ca-
2%
Coffee, tea, cocoa
Cereal grain and preparations
EUR 27.3 billion
3%
12%
Fruit (including nuts) and preparations
7%
Export of beef and veal in 2017 (CN 0201 and 0202) amounted to 401,000 tons, which reached a level of EUR 1,4 billion, higher by
Vegetables and preparations Fish and preparations
ses, 9% more than in 2016).
was 11% higher than in 2016, and their value
5%
5%
(EUR 602 million), wheat (EUR 500 million). Significant proceeds were also recorded from
Fig. 3. Commodity structure of Polish agri-food exports in 2017 Other
sh vegetables (EUR 624 million), fresh fruit
Tobacco and tobacco products Dairy products
8%
Sugar and confectionery products
11%
8%
Source: a study by the Bureau of Analyses and Strategies of the National Support Centre for Agriculture, based on preliminary data of the Central Statistical Office.
18%. Export of pork (CN 0203) from Poland in 2017 rose by 10% in comparison with 2016, to 479,000 tons, and the value increased by 21%, to EUR 966 million. In 2017, Poland exported 380,000 tons of meat preparations3, 16% more than in 2016, with a 12% higher value of EUR 1,065 mil-
Germany has remained the main trade
to the Russian Federation1 was EUR 463 mil-
lion. The year 2017 was characterized by fur-
partner of Poland. In 2017, exports to this
lion, 23% higher than the year before. The
ther growth of revenue from sales of cereal
country were 18% higher than the year befo-
value of exports to Ukraine2 increased by
grain and preparations. However, the rate
re, totalling EUR 6.5 billion. Thus, Germany’s
24%, to EUR 404 million. Among the CIS co-
of this growth was slight. In total, cereal pro-
share in the value of agri-food exports from
untries, increased proceeds were also recor-
ducts sent outside Poland were worth EUR
Poland grew by 1 pp, to 24%.
ded for exports to Kazakhstan (up by 18%),
3.3 billion, 2% more than in 2016.
Export of agri-food goods to the members
Moldova (24%) and Kyrgyzstan (40%). Lo-
In 2017, 4.9 million tons of cereal grain4
of the Community of Independent States in-
wer revenues were obtained from agri-food
was exported (24% less than in the previo-
creased by 10% in 2017, standing at EUR 1.3
exports to Belarus. Their value was EUR 296
us year), reaching a value of EUR 858 mil-
billion. The value of agri-food products sold
million, 12% lower than in 2016.
lion (20% less). The main cereal exported
The main products exported to the Russian Federation included: bakery and chocolate products, vegetable preparations, sugar syrups and fruit juices. The main products exported to Ukraine included: chocolate products, poultry meat and offal, sugar syrups, coffee, animal feed, vegetable preparations, and apples. 3 Meat preparations under the codes CN 0210, 1601, 1602. 4 Excluding rice.
1 2
30
STATISTICS
included wheat (57% of the volume), maize
Fig. 4. Geographical structure of agri-food imports to Poland in 2017
(24%) and rye (8%). The export value of cereal and flour preparations in 2017 rose by 13%, to nearly EUR 2.5 billion. The Polish dairy industry experienced re-
Ukraine
Argentina
3%
4%
5
Other countries
Norway
2%
Netherlands
11%
10%
Spain
5%
Germany
cord-breaking revenues from dairy exports in
25%
2017. In total, the value of exports of dairy products in 2017 stood at a level of EUR 2.1
EUR 18.9 billion
billion, higher by 32% than the year before.
Belgium
5%
EUR 15.4 billion
5%
The volume of exports of vegetables 6
Italy
4%
Other EU countries
and vegetable preparations in 2017 re-
France
6%
ached a level higher by 2% than in 2016, totalling 1.7 million tons. Proceeds from
4%
Sweden
Lithuania
foreign sales of this commodity group
2%
EU
81%
amounted to EUR 1.5 billion, recording a
Slovakia
2%
2%
tons the year before. The value of exports rose by 3%, to EUR 1.3 billion.
Source: a study by the Bureau of Analyses and Strategies of the National Support Centre for Agriculture, based on preliminary data of the Central Statistical Office.
Fig. 5. Commodity structure of agri-food imports in 2017 Fruit and vegetable juices
Apples have a dominant position in Polish fruit exports . In 2017, the volume 8
of apple exports reached 991,000 tons, which was 9% lower than in 2016. Ho-
Alcohol
of these fruit increased by 6%, reaching a level of EUR 337 million.
15%
Other
Live animals, meat and preparations
15%
21%
15%
Tobacco and tobacco products
Fish and preparations
1%
wever, due to an increase in transaction prices of apples, the value of foreign sales
12%
Feed products (excluding oil cakes)
2%
EUR 18.9 billion
Oil cakes
Fruit (including nuts) and preparations
2%
IMPORTS OF AGRI-FOOD PRODUCTS TO POLAND The value of Polish imports9 of agri-food products in 2017 reached EUR 18.9 billion compared with EUR 17.3 billion in 2016 (an increase by 9%). As in the previous years, the EU countries were Poland’s main trade partners in imports. In 2017, agri-food pro-
4%
3%
3%
3% growth. 1.7 million tons of fruit and land in 2017, compared with 1.9 million
Czech Republic
Great Hungary Britain
7
fruit preparations were exported from Po-
Denmark
11%
Dairy products
3%
Vegetables and preparations
Cereal grain and preparations
5%
Sugar and confectionery products Coffee, tea, cocoa 5%
7%
Oilseeds, vegetable fats
8%
8%
Source: a study by the Bureau of Analyses and Strategies of the National Support Centre for Agriculture, based on preliminary data of the Central Statistical Office.
ducts with a total value of EUR 15.4 billion were imported to Poland from the EU (compared with EUR 14.2 billion in 2016). The share of the EU member states in the total value of agri-food imports to Poland dropped by 0.6 pp in comparison with 2016, reaching 81.4%. The agri-food products, the imports of which generated the highest expenses in
parations, as well as fruit and preparations
Apples have a dominant position in Polish fruit exports. In 2017, the volume of apple exports reached 991,000 tons.
2017 included: live animals, meat and preparations (EUR 2,493 million), fish and preCereal preparations under the codes CN 1101–1104, 1107, 1109, 1901–1905. Including mushrooms. Including nuts 8 Apples: code CN 0808 10. 9 With regard to individual countries and groupings, imports were calculated by country of dispatch.
(EUR 1,957 million each), cereal grain and preparations (EUR 1,369 million), oilseeds and vegetable fats (EUR 1,290 million), as well as coffee, tea and cocoa (EUR 1,281 million). In 2017, total expenses on imports of the products mentioned above accounted for 55% of the value of imports of agri-food products. National Support Centre for Agriculture
5 6
7
31
CHINESE MARKET
TRADE FAIRS IN CHINA – A STOP BEFORE A TRADE JOURNEY, PRECEDED BY LONG PREPARATIONS Trade fairs are the most efficient and, despite appearances, the cheapest way to gain a Chinese customer. The success largely depends on good preparations. However, being “well-prepared” for the fair is a much wider concept than we think compared to the exhibitions in Poznań, Cologne or Paris.
Michał Bielewicz Owner of ForCap Co. Ltd.
application for brand protection should prefer-
package sizes and sales channels – in order to
ably be lodged directly to the China Trademark
make right decisions concerning the selection
Office. The most important thing is that the ap-
of products for the “Chinese offer” and to pre-
plication should be accepted before you reveal
pare well for the fair. By “selection of prod-
your intents of trade in the Middle Kingdom to
ucts”, I mean not just the products themselves
the public. The priority of application is tanta-
but the marketing, packaging and its size, de-
Currently, China is among the most attrac-
mount to the priority of consideration thereof,
pending on the needs and conditions of the
tive markets for European food manufacturers,
yet, of course, the application alone does not
target distribution channels.
despite the fact that the Chinese market is cu-
guarantee successful registration. This is condi-
In China, foodstuffs are usually sold in trade
linarily different. This can make the demand
tioned by an absence of previous applications
channels analogous with the Polish ones.
for individual products unobvious, which,
for protection of the same or a very similar
However, from the viewpoint of preparation, it
however, does not mean it does not exist.
brand in a given product class.
is worth mentioning two of them. The first one is the online channel, growing at an unnatu-
With a large dose of certainty, one can state it does exist – in the HoReCa sector, if not in the retail one.
REGISTER YOUR BRAND BEFORE SOMEONE ELSE DOES
34
PRODUCT PREPARATION
rally quick pace of 30% y/y (2017/2016). This
In many cases, traditional Chinese foodstuffs
is currently one of the most significant trade
on a shop shelf differ from the Polish ones. The
channels in China. The other one is chain con-
differences include the form, composition,
venience stores (CVS) – a channel recording
raw materials and packaging. It is good to an-
growth of more than 10% y/y (2017/2016).
The first step every entrepreneur should do is
alyze the local market before starting the trade
Such stores prefer products with a very high
to obtain protection for their brand in China. An
– the products from “Chinese shelves”, their
rotation and a good value-for-money ratio.
CHINESE MARKET
However, the most conspicuous difference
36
PRODUCT CERTIFICATION
las may spell failure for the project and shrink potential business opportunities.
between the Polish and Chinese shelf is the
China, like every country in the world,
size of unit packages. In China, they include
has its own food-related product standards.
During each food import to China, as a
versions from mini and small, through me-
In Poland, we are bound by our domestic
part of customs clearance, product samples
dium, to gift packs containing several basic
regulations, and these, due to our EU mem-
are subject to testing, including laboratory
packages. The smallest ones are preferred by
bership, comply with the standards in oth-
tests, for conformity with the local norms. If
CVSs and internet stores distributing them as
er member states. We have got used to the
a non-conforming product fails to pass cer-
product samples. Medium and large packages
convenience this brings. Exports to the UK
tification before the first import and an un-
are addressed to both online and traditional
or Romania do not require many formalities
aware producer sends it to China, it will not
stores, while the largest ones, gift packs, are
connected with the product. Export depart-
be authorized for marketing. The importer
very often displayed by traditional stores. Re-
ments experienced in sales to communi-
will have to send the shipment back or dis-
duction of unit package sizes serves two more
ty markets forget quite often that different
pose of the product. The database of the CIQ
functions: reduction of the transaction price
regulations may be binding outside the EU.
(the Chinese border authority responsible for
and formatting the product for “one-off” con-
This is exactly the case in China. For entre-
quality testing of imported products and issu-
sumption. The former is of considerable sig-
preneurs, this means one should make spe-
ance of trade authorizations) will record this
nificance in the case of imported and more
cial efforts to check if our product would be
fact as a so-called “black record”. This phrase
expensive goods, whereas the latter results
admitted for import in China, and modify it
probably captures the essence of the matter
from weather conditions. Many unconsumed
accordingly if necessary.
most accurately. For a producer, this means
products lose their properties some time af-
The Chinese food safety law has been
that the following shipments of his goods will
ter opening – e.g. crispy cookies lose their
strongly evolving in the recent years, includ-
be subject to particularly meticulous testing.
crispiness, becoming limp due to moisture ab-
ing definition of new product categories, new
The importer will be controlled more strin-
sorption. The market requires collective boxes
lists of authorized food additives, as well as
gently as well, regardless of which producer
made of very durable cardboard. This is the
threshold values of individual substances in
it will buy the product from. This results from
logistic reality. Moreover, products are often
a product. Formally, the law does not oblige
the local law, obliging the importer to verify
kept in collective carton boxes on the sales
a producer to perform certification of prod-
the product and the producer. In such a case,
floor due to excessive rental costs or mainte-
ucts in China, yet those not complying with
being in the limelght makes future customs
nance of storage area at a shop.
the standards cannot be imported. In oth-
clearances very difficult.
Before arriving at the fair, it is worth de-
er words, strategically-thinking producers
Quite often, Chinese customers ask at the
veloping the assumptions, visualizations and
should examine their products for conformi-
fairs whether the product has been certified.
samples of smaller product formats as well as
ty with the local norms appropriate for each
When answering, one should keep in mind
their collective packages. Your stand will sure-
of them. I definitely recommend such action,
this is a question about certification in China
ly be visited by traders looking for different
even for the simplest products. Arrival to a
in accordance with the local standards. It is
product formats.
fair without certification of individual formu-
crucial that people from export departments
CHINESE MARKET
During the fair, Chinese customers will be interested in the producer’s plans in China – how many customers it intends to have in China, how it would manage the sales channels, how it is going to protect the business of its customers, what sales value it expects, what shelf prices it foresees, what are its marketing plans for China. understand the specific nature of Chinese
CP, IFS, etc.), information on the company’s
use them to check if the entrepreneur knows
formalities and should not give wrong an-
market position in Poland, the export mar-
the Chinese rules and if it has already pre-
swers just for the sake of quick customer ac-
kets (an ideal catalogue would include pho-
pared appropriately for the game.
quisition. Falsely assuring a customer that you
tographs of shelves from different countries
When going to a fair, a producer has to
hold a certificate may cause future problems
with the company’s products), data on the
solve one more issue, which, despite appear-
at a port and related high financial losses.
products and unit packaging versions, photo-
ances, is far from insignificant – namely, trade
Holding of documents certifying the con-
graphs of collective packages for the Chinese
samples. A trade stand should be rich in sam-
formity with the parameters of individual
market, full logistic data, loading information
ples. Visiting customers will gladly taste the
standards is not just a good practice for a
in the versions of bulk loading as well as 20-ft
product to develop an opinion and share it as
producer but a positive signal to the market
and 40-ft container pallets.
early as the stage of conversation. Many cus-
that the producer is aware of the existence
Ensuring of Chinese-speaking trade stand
tomers prefer to receive samples by courier
of local norms, has acquainted itself with
personnel is a must. It is a grave mistake to
after the fair, to avoid carrying them around
the elementary issues related to imports to
assume that fairs are visited by English-speak-
when visiting the halls and later moving
China, and has a serious approach to this
ers. Many importers have English-speaking
through railroad stations or airports. Here is
matter. It could be said that holding prod-
trader team. However, due to the size of
when the producer faces another challenge:
uct certificates is a Key Selling Point for the
fairs, they are often supported by low-skilled
how to organize local storage of samples and
acquisition of an indirect customer, i.e. an
freelance agents whose task is to verify the
possibilities to send them at the customers’
importer/distributor.
offers from the entire fair and to acquire di-
request after fairs. If one lacks such a possi-
rect contacts.
bility, one should make an appointment with
TRADE FAIRS
During the fair, Chinese customers will be
the customer to collect the samples on the last day of the fair.
An element worth special attention at the
interested in the producer’s plans in China
fair is the product catalogue. When coming
– how many customers it intends to have in
To sum up – being well-prepared for
to China for a trade fair, you should have it
China, how it would manage the sales chan-
exhibition at a trade fair is an excellent
translated into Chinese, possibly in a bilingual
nels, how it is going to protect the business
opportunity to have your brand registered
version with English. Preferably, it should be
of its customers, what sales value it expects,
in China and to audit your offer for a new
formatted for this market, including the com-
what shelf prices it foresees, what are its mar-
market. This will make your opportunities
pany’s history, good photographs of the com-
keting plans for China. A lot depends on the
for success much higher than when com-
pany’s plant, quality certificates (ISO, HAC-
right answer to these questions. The Chinese
ing “headlong”.
ABOUT THE AUTHOR: Michał Bielewicz – manager, advisor, expert. He has been living in Shanghai since 2006, with a break between 2008 and 2010. An author of the book “A Sweet and Sour Road to Chinese Tables. A Recipe for Success for Polish Food Companies”. Co-founder of the official Polish-Chinese Chamber of Commerce in China, currently in the process of registration. Co-organizer and treasurer of a community Polish School in Shanghai.
37
INTERVIEW
Grzegorz Lenart, Export Director at LOTTE Wedel discusses top export products, strategy concerning launching new ones and future plans for product range development. account local tastes and preferences. Wedel’s classic products, such as Ptasie Mleczko® or Torcik Wedlowski, have won the hearts of our eastern neighbours, as well as the Russian-speaking diaspora all across North America. Wedel’s Baryłki, on the other hand, enjoys unflagging popularity in the Balkans and Germany.
Which countries are the largest recipients of Wedel confectionery? Currently, key markets for LOTTE Wedel are the United States, Can-
How important are exports in Wedel’s business?
ada and the United Kingdom. Of most importance to us are countries
The Polish market is the main business area of Lotte Wedel, but
with a large Polish diaspora, as well as Eastern European countries.
we also focus on enabling consumers from abroad to discover the
It is worth stressing we do not reach only Polish stores – as is often
excellent quality of our products. We invest in increasing produc-
believed – but also widen distribution in cooperation with local sales
tion capacities, since the market demand for our products is growing
networks.
higher. Predictions foresee that revenues from the worldwide sales of confectionery will increase to $232 billion in 20221. Therefore, we ex-
The quality of products matters very much to customers.
pect stable development at LOTTE Wedel and further strengthening of
Wedel can boast it, but do you modify your recipes
our position as Poland’s most popular chocolate brand, as well as our
nevertheless, to meet the current trends and expectations
place among the top three chocolate manufacturers in Poland, but we
of foreign customers?
also see much potential in the development of our export activities.
We rely on the recipes of E.Wedel products sold at home. We be-
This year, export accounts for approx. 10% of the company’s sales,
lieve their quality and uniqueness will make them noticed by foreign
and further growth is expected.
consumers who will reach for them on a regular basis.
Currently, sweets of your brand are present in 60 countries.
What products enjoy the most popularity abroad?
Do you plan to enter new markets?
The export sale hits include Ptasie Mleczko®, Torcik Wedlowski,
Wedel’s products can be found in more than 60 countries, including
Baryłki, Pawełek candy bars, dark and filled chocolates.
Australia, New Zealand, Russia, Ireland, Germany, the Netherlands, Bosnia, Greece, Kosovo, United Arab Emirates, Qatar, Mexico and
To every consumer, confectionery is primarily pleasure,
Ukraine. Currently, our key markets are the United States, Canada and
so what is your policy introducing new products? Do you
the United Kingdom. New countries to which we export our products
attempt to surprise your customers on a regular basis and
include Russia, Ukraine, Kosovo, the Philippines, Chile, and Brazil. As
do foreign customers expect you to do it?
a part of the promotion of our brand abroad, we attend internation-
We constantly observe the trends and attempt to plan our portfolio
al food fairs, such as Anuga in Cologne, ISM in Cologne, Gulfood in
in such manner as to make it as diverse and as innovative as possible.
Dubai, SIAL in Paris, Alimentaria in Barcelona, and FHA in Singapore.
The confectionery market in Poland is highly fragmented between international and domestic manufacturers. This creates much room for
Wedel is Poland’s oldest chocolate manufacturer brand,
portfolio diversification and introduction of new products for which
such products as Ptasie Mleczko® or Torcik Wedlowski
the consumers look and to which they are open. These products are
are classics loved by Polish customers. How is your
the driving force for the development of categories, therefore, the key
confectionery received by foreign customers?
players are obliged to incessantly develop new solutions and quickly
When preparing an offer for foreign markets, we have to take into
respond to or even anticipate the needs. Source: http://www.pkobp.pl/media_files/7ffa8370-acac-42a5-a45e-0c80e0b8cc51.pdf
1
40
INTERVIEW
Recently, we have entered categories that are completely new to us, which I believe to be a highly prospective direction of development. Production within new categories requires us to adapt solutions to the emerging challenges and to invest in technology. Quality and innovativeness are of crucial importance on the chocolate market. Therefore, on the one hand, we are concerned with top-quality raw materials – what makes us stand out includes the use of cocoa beans from Ghana, giving our chocolate a distinct taste, preservation of traditional reci-
In response to the increasingly common trend of functional food, we are introducing a new line of dark chocolates in which individual bars stand out with the content of Ghanaian cocoa extremely fit for chocolate
pes (Jan Wedel created the excellent Ptasie Mleczko® foam recipe in 1936!); on the other hand, we look for new solutions, attractive
other novelty is the TAK PROSTO line of functional candy bars, based
to younger consumers; examples include the decorated Ptasie Mlec-
on sesame and Wedel dark chocolate as well as delicious and healthy
zko®, Czekotubki chocolate tubes or Wedel creams.
additions, such as cranberry, quinoa, sunflower or pumpkin seeds. With their ingredients, TAK PROSTO bars are a natural source of mag-
What sweet surprises can we expect soon?
nesium, fibre and unsaturated fats, and comprise a perfect proposal for
In response to the increasingly common trend of functional food,
a delicious snack. Since July, the Żabka chain of stores offers Wedel’s
we are introducing a new line of dark chocolates in which individual
Ptasie Mleczko® Waniliowe vanilla ice cream, a ground-breaking
bars stand out with the content of Ghanaian cocoa extremely fit for
product, first of its kind in our portfolio. Creating its recipe, we strove
chocolate. For enthusiasts of confectionery, we have created “Lekko
to make the ice cream capture the taste and appearance of the classic
Gorzka” (Light Dark chocolate) with a 50% cocoa content, “Gorzka
Ptasie Mleczko® foams. We have put all effort to make the ice cream
Klasyczna” (Classic Dark chocolate) with 64% cocoa for slightly more
and its chocolate coating complement each other perfectly, creating a
daring consumers, and “Mocno Gorzka” (Strong Dark chocolate) with
unique entirety. Wedel also means jellies and candies from the chil-
a 80% cocoa content for those searching for strong taste sensations. All
dren’s offer, as well as limited editions of our bestsellers, such as the
chocolates from this line are a natural source of magnesium. We are
summer version of the Ptasie Mleczko® foams: mango and coconut
also developing our offer in the area of jellies and candies – recently,
covered with white chocolate.
we introduced Acid Frogs and Fruit Chameleons – featuring natural aromas and additions of fruit juices, with no artificial colouring. An-
Thank you
ABOUT LOTTE WEDEL: LOTTE Wedel is a company with almost 170 years of tradition. Thanks to its rich experience and expertise, it is appreciated for its craft in creating top-quality chocolate. As the strongest chocolate brand in Poland, it brings the consumers joy from the intense and deep taste of chocolate. Wedel’s portfolio includes such confectionery products as Ptasie Mleczko®, Mieszanka Wedlowska candy mix, chocolates, cookies, wafers, candy bars and Torciki Wedlowskie wafer cakes, as well as jellies and candies. Since September 2010, Wedel has been a part of the Japanese LOTTE Group, an international corporation established in 1948. Currently, the Group is active in various areas of business, including the sectors of food, confectionery, trade, travel and tourism, chemical, the construction and financial market.
41
One of the largest Polish food companies in Central and Eastern Europe. SALES REVENUES (2017) – MORE THAN 1 BILLION EUR FOREIGN SALES – 35% OF TURNOVER OF MASPEX GROUP
SALES TO OVER
50 COUNTRIES • 15 production plants and logistic centers in Poland and abroad (purchase of raw materials at 7 of them). • Leading producer of juices, nectars and soft drinkis in Poland, Czech Republic, Slovakia, and one of the biggest in Hungary, Romania, Bulgaria and Lithuania. • Front runner in instant products production (cappuccino, instant hot chocolate, cocoa, coffee creamer and instant tea) in central and eastern Europe. • Leader on the pasta market in Poland and the main manufacturer in Romania. • Leading producer of jams, ketchups and sauces. • Main manufacturer of ready meals and processed vegetables in Poland. • Producer of most frequently selected vitamins and dietary supplements in Poland.
EMPLOYING ALMOST 7200 PEOPLE
Juices, nectars, soft drinks and water
Pasta and cereal products
Instant products
Dietary supplements
Vegetable and fruit products, including: jams, ready meals, tomato products, meal additives
INTERVIEW
Barbara Wieczorek, Export Director at Maspex Group talks about company’s export history, goals and challenges; company’s development plans, new investments and most popular products sold on foreign markets. it was joined by Rio Bucovina, the vice-leader of the Romanian water market. Our latest acquisition abroad has been the purchase of Velingrad natural mineral water in Bulgaria. Today, our products reach more than 50 countries worldwide and are available on all continents except Antarctica. They hold top positions on markets in many countries, such as Romania, Bulgaria, the Czech Republic, Slovakia, Russia, Turkey, Hungary, Lithuania, Latvia or Ukraine. Our export brands win awards and enjoy positive opinions and trust of foreign consumers. In order to support the sale and awareness of our products, we also participate, on a regular basis, in major international trade fairs abroad.
What barriers have you encountered over the years as you develope your exports on different international markets? The Maspex Group has been present on foreign markets
When conducting export activities on such a large scale, it is natu-
since 1993. Please tell me how exports of your products
ral to encounter various barriers and obstacles. Nevertheless, together
has changed over the years and how the products from the
with our partners, we manage to handle them. I believe that the great-
Group’s portfolio stand in foreign rankings.
est role in succeeding in exports is played by the product itself and its
We started our export activities as early as mid-1990s. We imple-
quality – which is what we are able to offer to potential consumers. No
ment our export policy consistently, first through the development of
compromises can be made on this issue. Another extremely important
distribution, followed by – depending on what the market shows us
factor is the service we offer to our trade partners, and here is where
– the establishment of branches or intensified cooperation with our
challenges emerge. For instance, while product shipments within the
trade partners. We support our presence on foreign markets through
European Union are relatively simple in terms of organization (even though maintenance of a high
acquisition projects implemented for many years – in total, we have conducted 19 of them throughout our history, including 11 abroad. The most important ones include the purchase of the juice part of the Walmark company, the market leader of Czech and Slovak juic-
Today, our products reach more than 50 countries worldwide and are available on all continents except Antarctica. They hold top positions on markets in many countries
“service level” in shipments always poses a serious challenge, given the distances), exports to more distant, non-European markets are far from being that easy, requiring, among other things, compliance with specific regulations.
es, nectars and soft drinks under
44
the Relax brand; takeover of Olympos – a leading producer on the
The United Kingdom is an important market for our
juice, nectar and soft drink market in Hungary; purchase of Queen’s
entrepreneurs. How much will Brexit change this?
– aleading juice producer in Bulgaria; takeover of the shares of the
We started our adventure with the British market in the “ethnic food
Hungarian company Plusssz Vitamin Kft – the owner of the Plusssz
corner”, as large trade chains wanted to invite Polish customers to their
brand and leader on the Hungarian market of effervescent vitamin
stores. We have already left that stage behind because we have managed
preparations, as well as Apenta, one of the oldest trademarks on the
to develop nationwide distribution. This is a growing, interesting market,
mineral water market in Hungary; and the takeover of 100% of shares
of high importance to our foreign sales. We do not wish to abandon it.
of Arnos – the leading producer on the Romanian pasta market. In
This year, we rather not learn the full picture of how future trade relations
2012, our Group was expanded by leaders of the Romanian cracker
between London and the EU would be like, but some uncertainties may
and pretzel market – the Salatini and Capollini brands, while in 2016
still straighten out. Yet I believe there is still hope for “No Brexit”.
INTERVIEW Do you plan any takeovers on foreign markets?
countries, a coherent strategy and consistent building of awareness
Acquisitions are inherent to our strategy. We observe the food mar-
of our brands among the consumer. An important and very helpful
ket in this respect all the time, both in Poland and abroad. Will there
fact is that in many countries, we do not just have production plants
be new takeovers? Time will tell.
but professional sales teams as well. Beside the European countries, we also focus on more distant outlets – African, Asian or Arabic
Please tell me about the largest investments at Maspex
countries are of interest to us.
plants – both domestic and foreign. This year, we are completing an immense investment programme encompassing investments in the area of production and new tech-
Which of your products from individual categories enjoy most popularity on international markets?
nologies as well as the construction of modern logistic centres at our
For a long time, our export hit has been the Kubuś brand with
plants in Lublin, Łowicz and Olsztynek, and in our foreign compa-
which we used to build the shelf of children’s products on many mar-
nies – in Hungary, Romania and the Czech Republic. The total value
kets from scratch. Kubuś is a brand present on many foreign markets
of all investments will reach approx. half a billion zlotys. Thanks to
under different names: Kubik, Kubu, or Tedi. The latest hit introduced
investments in modern technology, we will be able to expand our
in the Kubuś product line is a mousse line.
offer and respond even better to the trends and expectations of our
Juices, nectars and soft drinks under the Tymbark brand also
consumers. The logistic centre in Tychy and the new ones, in Lub-
sell very well. Another sales hit on foreign markets is the Fruit of
lin, Olsztynek and ultimately in Łowicz, are a start of a new quality
the World line by Tymbark (known as Owoce Świata Tymbark on
of logistics 4.0 by Maspex. The implemented investments will help
the Polish market), joined by some new product virtually every
us provide more accurate and comprehensive services to our trade
year. Here, we anticipate the expectations of foreign consumers
partners. We will be able to deliver our products even quicker and
who expect it from us. This year, we are expanding this line with
more efficiently. In total, we will have almost 400,000 pallet places
the Aloe Vera taste, hoping it will bring us the expected sales re-
at our disposal and we will be able
sults, as it was the case with the
to prepare as much as 20,000
innovative passionfruit, lychee or
pallets per day for shipment and loading, with an annual rate of more than 4.5 million. All of our new warehouses will be fully automated and operated around the clock. They will employ stateof-the-art IT systems, along with solutions such as a new way in the process of picking of pallets from
This year, we are completing an immense investment programme encompassing investments in the area of production and new technologies as well as the construction of modern logistic centres at our plants (...). The total value of all investments will reach approx. half a billion zlotys.
storage locations.
mango tastes. Other tremendous sellers are the 0.25l Tymbark soft drinks with crown caps, which have gained a cult status on the Polish market but also found fans as far as South Korea. Another line undergoing very strong development is the Tymbark soft drink line in 2l cartons
– so-
called Family Packs. Such tastes as cherry/apple or apple/watermelon
What are the main export directions for Maspex Group products? Which ones provide the best prospects?
(the latter only in the export offer) are undisputed sales hits. We are also present on many export markets with the La Festa
As I have said before, our products reach more than 50 countries
brand – in its portfolio, consumers will find cappuccino, hot choc-
worldwide, and foreign sales account for a third of the company’s
olate, and 3-in-1 coffee. In countries such as Romania or Russia,
consolidated turnover that has amounted to almost PLN 4.3 billion
due to enormous demand for the products of this brand, we also
last year. The Central and Eastern European market invariably re-
conduct the manufacturing. There is growing interest abroad in
mains immensely important to us. For a long time, we have been
products of the Lubella brand, specifically, in pasta and cereal
present there with our brands, we have a consolidated position
flakes. We are also increasing our presence with the Krakus brand.
and, above all, this is a large market, which is obviously extremely
Interestingly, the export line of Krakus is richer than the Polish one,
important from the viewpoint of a food producer. The issues of cul-
with such products as sauerkraut, pickled beets and multi-veg-
tural proximity, as well as similarities in the economic development
etable salads; beside the UK, they successfully sell in Australia,
between the countries of our region, are surely more of assistance
Sweden and Malta. Products of our other brands, such as Łowicz
than of hindrance to us. Today, our brands occupy leading market
or Kotlin, are exported too.
positions and enjoy the customers’ recognition in many of them. We owe this situation, above all, to many years’ presence in these
Thank you
45
INTERVIEW
Sertop company produces magnificant diary products that have commited fans not only on national market but also on foreign ones. We talk with Marek Maciejewski, Sales Department Manager of Sertop about export sales, most successful brands and the essence of Sertop products. Export production has a very
fication generate certain restrictions, but we do not give up and con-
significant
tinue to develop our operations.
place
in
the
operations of your company. Which
of your
products
What do you regard to be your greatest export success?
reach foreign markets and
We have tailored our offer to specific markets and we constantly
what countries are your main
work on maintenance of a high level offer for our partners in these
recipients?
countries. It can be said that the presence of the Sertop brand on the
Sertop Sp. z o.o. conducts sales on the Polish market and
Iraqi and Balkan markets, as well as the very high evaluation of our quality at attractive prices, constitute our success.
simultaneously on foreign ones. The domestic market is already quite strongly saturated with goods from different manufacturers, however, our market position and market share remain stable. The development of export sales allows us to constantly increase our sales and to develop further. Currently, the share of export sales in the total amount of sales exceeds 40%. Our products are eagerly purchased in European countries, where processed cheese consumption has re-
Currently, the share of export sales in the total amount of sales exceeds 40%. Our products are eagerly purchased in European countries, where processed cheese consumption has remained at a high level for years (...).
mained at a high level for years: the Czech Republic, Slovakia, Roma-
What is your advantage over the competitors? What is the
nia, as well as the Balkan countries have been our significant outlets for
essence of the uniqueness of Sertop products?
several years. Iraq has become a very important and promising market,
For many years, Sertop has taken pride in high and reproducible
with a constantly growing consumption of processed cheese.
quality. The taste and texture of our products are strictly tailored to the requirements of specific markets. Our products, recipes and tastes are
What challenges do appear in the export of products from
developed in close cooperation with our customers. We listen to their
your category?
remarks and suggestions. Evaluation of samples serves as a guideline
Not contenting ourselves with the current level, we have directed
for the development of products to be expected and sought after on
our interests to the Middle East. This is a very prospective market with
a specific market.
a high potential. Societies of this part of the world are very eager to purchase processed cheese, consumption of such products stands at
Can we expect any new products in the Sertop offer?
a very high level, so we decided to find our place on this market. Our
We are constantly developing and modifying our portfolio so as to
products have been available in Israel for many years, and currently
adapt our offer to customer expectations. Currently, we are preparing
we have started deliveries to the Iraqi market. It is no secret that the
several new projects. The next product to come is sliced processed
political and economic situation in this region of the world remains
cheese. We count on interest and positive receipt of our proposal.
very unstable, yet cooperation with our partner gives us hopes for constant development. Additionally, the requirements for Halal certi-
48
Thank you
INTERVIEW
We talk with Rafał Serek, Export Director of Indykpol on strategies of gaining consumers and methods for staying competitive on the market. Approx. 45% of poultry meat produced in Poland has reached
companies in Poland to control the entire meat production process in
foreign markets. Which countries are your main recipients?
such a way. The Frednowy Turkey Breeding Centre, Indykpol’s proper-
The products of Indykpol are exported to several dozen countries
ty, is one of Poland’s largest turkey poult producers, conducting broods
worldwide. The list of countries cooperating with our company is still
on the basis of eggs from own parent flocks. Frednowy is one of the
expanding. Our main outlets are the European Union countries, i.e.
most important parts of our vertical integration. The poults produced
the UK, the Netherlands, Germany, Belgium, Ireland. We are also in-
from eggs coming from own parent flocks reach both our own farms
terested in non-European markets.
and contract ones, and are sold on the free market. The Indykpol Capital Group includes the Nutripol company produc-
What can be done to have even more of our production
ing top-quality feeds composed of natural ingredients. This company
exported? What do you do to acquire new customers?
provides feed to farms owned by Indykpol S.A. as well as to contractors
Poland is Europe’s largest poultry producer and one of the largest
cooperating with our plant in Olsztyn.
turkey producers (a runner-up to Germany). The Polish poultry ex-
Of course, the chain of our control and responsibility includes
ports are dynamically on the rise, as we offer high-quality products at
slaughter, cutting and packing, meat processing and distribution. Each
good prices. Attention should be paid to the fact
production stage is subject to constant, strict con-
that the entire industry is strongly investing in the
trol. Our plant complies with the most stringent
improvement of production effectiveness, which
requirements concerning animal welfare as well
translates into a possibility to provide products
as sanitary and hygienic conditions. We guarantee
suiting the market’s expectations.
the products have been packed under hygien-
I think many Europeans would be surprised to
ic conditions and have reached wholesalers and
know how many products they buy in their coun-
stores in compliance with the cold chain, to ulti-
tries include Polish meat.
mately reach the tables and become a part of the good life of our consumers.
Indykpol actively searches for new customers. We participate in fairs and meetings where we
Why is it so significant today to carry out
present the capabilities of our Company. This brings measurable effects. Such meetings allow us to learn the con-
production according to the field-to-table principle?
sumer expectations and to acquire new customers.
Consumers and their needs change – they pay more attention to
The building of good prospects for the export of poultry meat was
the quality of the consumed food. We are able to pay more for a
fostered, among other things, by the “European Poultry – Strength in
high-quality product. Such a trend is visible across all segments of the
Quality” campaign conducted by the National Poultry Council, aimed
food market. Polish customers are increasingly better educated, aware
at promoting poultry meat produced under the QAFP (Quality Assur-
and looking for products fulfilling their needs, but they also increasingly
ance for Food Products) system on the markets of the United Arab
pay attention to the issues of animal welfare. Hence the growing sig-
Emirates, Vietnam, as well as mainland China and Hong Kong. This
nificance of the field-to-table principle – only then are we able to fully
campaign has been distinguished by the European Commission during
control the production process, from the origin of raw materials up to
the INFO DAY in Brussels, as one of the best projects promoting Eu-
final products, and consequently, to guarantee high quality and safety
ropean food. This three-year project received 80% of its financing
of our products.
from the resources of both EU and national public administration, which translates into multiplication of its effect in favour of the Polish
What goals have you set for yourselves for the months and
poultry sector. This year, the National Poultry Council – Chamber of
years to come?
Commerce intends to implement another project promoting the Polish
Our main goal is constant improvement of quality and production
poultry industry worldwide: “Support to the expansion of the Polish
efficiency. The planned investments will anticipate the expectations of
poultry sector on assorted third-country markets”.
our Polish and Western European customers, with a strong emphasis on the issues of animal welfare and the safety of final products.
What builds your advantage over the competitors? We at Indykpol believe that good food gives good life. We want our
The currently implemented production level of the Indykpol Group will be doubled over the next few years.
customers to eat healthily and safely. This is why we take the field-totable responsibility. What does it actually mean? We are one of the few
52
Thank you
INTERVIEW
The presence of Vobro company in the international market is expanding. We talki with Joanna Majdańska, Export Director on company’s offer and future plans for export development. The Vobro company manufactures more than 100 kinds of sweets, both with and without chocolate. How do you perceive your market position? Our company focuses on development and innovation in products, we diversify our portfolio, selling not only chocolate products, such as pralines or chocolate candies; we also put much emphasis on a wide assortment of jellies with liquid filling under the Frutini brand. A new category introduced to both Polish and foreign markets is the Vitalio
events as international trade fairs. This year, the company has attend-
brand – healthy candy bars in several different taste variants, with
ed several fair events, such as ISM in Cologne, Gulfood Dubai, the fair
additional advantages.
in Singapore.
How does the company stand in export production? How
What markets are still inaccessible to your sweets and why?
does the offer dedicated to foreign markets differ from the
China is a difficult market for us, we are hardly satisfied with the
domestic one?
results of our sales there. Our products are too sweet for the Chinese.
Our company focuses on dynamic development of the export
Moreover, the requirements of the Chinese market are very strin-
sales channel, as one of the three stable foundations of sales. For-
gent, highly detailed product specifications are required, many ingre-
eign markets provide an opportunity to acquire new business partners
dients approved in the EU are not admitted for trade in this country.
and long-term contracts. However, one should not forget the hazards connected with the exchange rate risk vs PLN, as well as the effect of
Do you adapt your offer to the changing market trends?
politics on business relations and the associated restrictions.
What compromises are worth making? I mean the trend of
The company maintains a safe balance between proceeds from
healthy, ecologic food and resignation of sweets in the diet?
export sales and from the domestic market. Our offer for export mar-
Do you observe such consumer behaviour?
kets definitely differs from the domestic one. Depending on the target
The answer to this question is complex, we examine market
country and taste preferences, we have different expectations con-
trends and prepare new products to meet the changing customer
cerning packaging forms or weight.
expectations. Simultaneously, there are products which already have
We also pay much attention to cultural requirements. Our export
long-standing consumers. The important thing is to adapt the offer to
offer is modified depending on the target market: different products
different customers, including those with a more classic approach to
are offered to Middle Eastern markets than to Eastern European ones.
sweets, preferring specific tastes, such as cherry in liqueur. Of special importance in this area is cooperation and understanding
Which countries are the main group of your recipients?
of the Marketing and Sales teams.
Currently, the greatest turnover on the Vobro products is obtained in Central and Eastern European countries; we put strong emphasis on
What will be the company’s surprise for its customers in the
the stable development of our products on the markets of Hungary,
near future? Can we expect new products in your offer? Are
Romania, Slovakia.
there any changes planned in the company’s operations, do
We intensively develop cooperation under direct contracts with
you plan any investments?
trade chains, e.g. on the Hungarian market. We are currently con-
The company places emphasis on the diversification of sales chan-
ducting advanced negotiations with Western European trade chains,
nels, customers and the assortment alike. Therefore, we will soon con-
which will be the direction of our development for the years to come.
tinue to develop and invest in groups of non-chocolate products, with a wide range of different packaging forms.
On how many markets are the Vobro products currently
For the upcoming years, the company will conduct a policy of fur-
present?
ther production process optimization, and this goal will be pursued,
We sell products under the Vobro brand in more than 50 countries.
among other things, through investments.
There are markets we have been building for many years, as well as new ones, acquired through active operations of our team during such
Thank you for your time.
53
INTERVIEW
An interview with Hüseyin Kaptan, Founder of Damak Kebab on maintaining a competitive edge, exports achievements and importance of trade fairs around the globe. We plan to add new items to our products such as ‘ready to eat meals’. Then we will be much readier for chains and markets to the last customers.
What is the most important in terms of success in your industry, and what do You do to stay in the forefront? What we believe is that companies investing to production development with
In last years Damak Kebab have focused on development in
producing high-quality, hygienical and healthy foods, they catch the
many directions. What are your recent achievements?
success very easily, in all sectors. We always continue developing on
One of the recent achievements that we focused on is our new
our products since we launched our company. As we export to many
green friendly factory. Its 90% of the construction has been already
different countries, we know what kind of tastes our customers are
completed. With the highest technology, we will be producing 20.000
looking for. That’s why our team has much more ideas and knowledge
tons per year, in a 6000 sqm closed area. We are planning to start
about what to work and develop on. Additionally, investing in human
producing in that factory by the first months of year of 2019. In this
resources is one of the most important points of being successful in
production center, we aim to produce sliced&grilled kebabs, raw ke-
the market. Our customers always say how impressive team they see
babs, chicken products and also ready-to-eat meals.
when visiting our production center.
Which part of your production is directed for export?
What is the difference between the production for the
50% of our production is directed for export, to whole Europe.
domestic market and the offer that should be prepared for
Currently we are planning to increase our capacity with the new in-
foreign markets?
vestments, and then produce much more to export from Poland. We
While producing our products, we usually do not separate them
have a special team for international market with foreign speakers.
for Polish or foreign markets. Yes, we don’t see much differences be-
They always keep in touch with our current and potential clients daily.
tween them. Obviously, every country has some special food culture
On the other hand, we do never stop expanding our goals in Polish
and cuisine that we should be careful about it when getting into their
market as well.
market. However, our sector is already very special and no need to make much differences.
What kind of clients are the main recipients of your products? Wholesalers who sell food and meat products are our main recipients and consumers. Additionally; shops, restaurants and pizzerias are mostly demanding our products. As we are working on our new production center, our aim is to create a new way for ready-to-eat sector with our new high-quality products.
Please tell us about Your products offer including sales hits and new products. Today, we mostly export sliced&grilled kebabs and raw kebabs to whole Europe from Poland. Thanks to our packed kebab products, you can buy ready meals and quickly cook at home in 5-10 minutes.
56
50% of our production is directed for export, to whole Europe. Currently we are planning to increase our capacity with the new investments, and then produce much more to export from Poland. We have a special team for international market with foreign speakers. They always keep in touch with our current and potential clients daily.
INTERVIEW Trade shows are very important business platform in which
know, we already export to whole Europe. Our plan is to increase
You actively participate. What are the benefits of that?
our volume of exports to out of Europe. The world is becoming very
Exhibitions are the golden doors for us to walk into the worldwide
small, as the technology goes to the sky. This is a fact that producing
markets. We always see it like this. We have chances to meet our
in one country and exporting to all over the world is not a deal
potential and also current customers to talk about our investments
anymore. In a few years, we will be investing more to our produc-
and products. Additionally, exhibitions are great to follow up new tra-
tion centers, and also create more networks in other countries for
ditions, create new networks, and get more experiences.
making bridges of international business. We will have some surprises for you all, in 2019, once we complete our new center. Keep
What are your main goals to achieve in a few years?
following us, and stay tuned.
As we mentioned before, we are working on the new production center that extremely bigger than our other factories. We are willing
We are waiting for updates, thank you for the interview.
to focus on much more ready-to-eat meals for supermarkets. As you
On export perspectives and development plans, new products launches and current trends on the market we talk with Beata Kostanecka, Export Director and Joanna Nowaczyk, Key Account Manager of Konspol Group. The position of the Konspol Group on the domestic market is very strong. How does the situation look like with exports? The Konspol Holding has a very strong presence on the British market, cooperating with most large retail chains. The Konspol company also builds an increasingly strong position as a supplier of gyoza to Japanese foodservices across Europe. For more than a dozen years, Konspol has also been present on the Swiss, Scandinavian and Romanian market.
What countries fall within the area of your interest? Where else would you like to be present?
The area of Konspol’s interest includes all of Europe and the world. We are taking steps towards obtaining permits for Asian countries. In Europe, we lead active operations aimed at acquiring new customers and expanding cooperation with the existing ones in the EC countries, Baltic states and the Balkans.
The area of Konspol’s interest includes all of Europe and the world. We are taking steps towards obtaining permits for Asian countries. In
Do you plan to introduce new products into your offer?
Europe, we lead active operations aimed at acquiring new customers
What trends are currently prevailing worldwide?
and expanding cooperation with the existing ones in the EC coun-
Konspol is known both on the domestic and foreign market as
tries, Baltic states and the Balkans.
a company with very high degree of innovativeness. We constantly work on new products and observe the ongoing market trends.
What products sell in Poland, and which ones sell abroad? Is
Consumers pay increasing attention to the quickness and comfort of
a large difference visible here?
meal preparation, translating into growing popularity of convenience
Our exports mainly consist of frozen products, while the Polish
products – not just breaded meat products but sandwiches, ready
market is dominated by chilled products with a short durability date.
proposals for quick reheating, ready meals. Dumplings are highly popular – not only gyoza, produced in accordance with an origi-
What are the most serious obstacles to the development
nal Japanese recipe, but also an innovative form of traditional Polish
of your exports? Do you have any long-term plans in this
recipes. The awareness of healthy nutrition is on the rise as well.
regard?
Therefore, a customer looks for products of pure composition, with
The African and Asian markets are very attractive directions with
no chemical additives, with high nutritional and taste qualities. This is
an immense potential. Unfortunately, they are also markets with high
the direction chosen by Konspol.
political and economic uncertainty, so every investment in these areas must be preceded by a very detailed analysis.
Thank you
57
INTERNATIONAL LAW
SINGLE MARKET IN FOOD PROPOSED MEASURES TO REDUCE AND COUNTER NON-TARIFF BARRIERS This report on non-tariff barriers (NTBs) in the European single market has been commissioned by the Polish Federation of Food Industry (PFFI) and prepared by Dentons in collaboration with PFFI. The report analyses the current situation and identifies effective measures to counter unjustified non-tariff barriers to trade.
Polish Federation of Food Industry
Recent years have seen a growing debate on the existence of unjustified non-tariff bar-
initiative and the common good, and that for
change that would lead to removing unjusti-
this market to reach its full potential, proper
fied non-tariff barriers in the single market.
coordination is required among all of its par-
The data in the Report shows the biggest
ticipants. Those who lose out on NTBs are
hurdles the Polish exporters face include in-
both consumers and businesses. They suffer
creasingly frequent sanitary checks; long doc-
the costs of additional barriers, have restrict-
ument retention periods; the need to hold
ed access to certain products or services and
additional certificates; short permit validity
need to pay more for them.
terms; or the need to place specific texts or
riers which have an adverse impact on trade
According to a study published by the Euro-
markings on packaging. According to the Re-
and free movement of goods and services
pean Parliament in January 2018, titled Map-
port which cites opinions of Polish food ex-
within EU member states. A point is made
ping the Cost of Non-Europe 2014-19 , the
porters, the countries with the largest number
that these barriers are often motivated solely
European Union economy could gain an addi-
of barriers on EU’s internal market include the
by protectionism and are not justified by the
tional EUR 183 billion if barriers in intra-Com-
Czech Republic, Germany, Slovakia, Spain,
rational needs of a country. Calls are heard
munity trade were to be removed. We hope
Hungary, the Netherlands, and the UK. Impor-
from many quarters that the EU Member
that this report will make a worthwhile con-
tantly, according to the data gathered, more
States should view the single market as a joint
tribution to the debate on the mechanisms of
than 30% of exports to EU Member States
1
2
As defined in the European Parliament’s resolution of 26 May 2016 on Non-Tariff Barriers in the Single Market, a non-tariff barrier is understood as “a disproportionate or discriminatory regulatory action which results in a burden or cost to be borne by a firm which seeks to enter a market, and which is not borne by firms already in the market, or a cost which accrues to non-national firms which is not borne by domestic firms, without prejudice to the Member States’ right to regulate and the pursuit of legitimate public policy objectives such as protection of the environment and consumer or employment rights”
1
58
Available at http://www.europarl.europa.eu/RegData/etudes/STUD/2017/603239/EPRS_STU(2017)603239_EN.pdf.
2
KOWR National Support
Centre for Agriculture
As the main Polish institution dedicated to agri-food export support, the National Support Centre for Agriculture (KOWR) contributes to raising awareness of Polish food as a brand and to fostering trade co-operation in the agri-food sector. The KOWR is open to establishing contacts with entities seeking co-operation with the Polish agri-food sector and in creating trade opportunities of mutual benefit. Feel free to contact us at: eksporter@kowr.gov.pl. Plan of foreign promotional activities of the KOWR for 2019
Term
Country
City
Fair
18 - 27.01.2019
Germany
Berlin
International Green Week Berlin “Grüne Woche”
13 - 16.02.2019
Germany
Nuremberg
BIOFACH
17 - 21.02.2019
UAE
Dubai
Gulfood
5 - 9.03.2019
Japan
Tokyo
FOODEX JAPAN
5 - 7.03.2019
Mexico
Guadalajara
Expo ANTAD & Alimentaria México
24 - 26.04.2019
Vietnam
Ho Chi Minh City
Food & Hotel Vietnam
14 - 16.05.2019
China
Shanghai
SIAL China*
21 - 24.05.2019
South Korea
Seoul
Seoul Food & Hotel
28.05 - 01.06.2019
Thailand
Bangkok
THAIFEX**
15 - 19.08.2019
Hong Kong
Hong Kong
HKTDC Food Expo
August 2019
Czech Republic
Ceske Budejovice
Zemĕ Živitelka
September 2019
India
Mumbai
Annapoorna – World of Food India
5 - 9.10.2019
Germany
Cologne
Anuga
November 2019
Israel
Tel Aviv
Israfood
November 2019
China
Beijing
ANUFOOD China
November 2019
Indonesia
Jakarta
SIAL InterFOOD**
November 2019
UAE
Dubai
Speciality Food Festival**
* **
The KOWR only organizes an information and promotion stand to promote Polish food specialties (POIR) - the recruitment of participants is not provided for as part of the KOWR’s participation in the show The organization of the event will depend on the final number of applications
INTERNATIONAL LAW
COMMISSION CommissionPROCEDURE procedure which create impediments to imports face dis-
The Commission contacts a Member State informally
criminatory measures, and overcoming those
No specific deadline
hurdles exposes Polish businesses to additional costs.
combined) is on the increase, and is currently
What this data makes clear is that proceedings
Notice to and cease infringements The conclusions of the Report were dis- 36.9 months on average for the first stage, take up a lot of time, even at the stage when the Commission itself is involved. During that cussed during a debate on “Non-tariff barriers 22.4 months for the secondNo stage specific deadline for food exporters in the internal EU market”, (in comparison, which the European Parliament held on 7 July 2016.3 The debate in the EP made it clear that non-tariff barriers to food exports within the EU are a problem for exporters from many countries, not just Poland. Its resolution therefore requires measures at the central level to ensure that barriers are lifted equally for all Member States. Improving the movement of goods and treating all players within the internal market on an equal footing are issues which need to be addressed as part of
in December 2015 the time, trade restrictions may subsist or even percentages were 30.7 and 21 months, escalate, potentially exposing food-exporting respectively). Many factors affect duration with notice business to heavy financial losses, or even Time the to comply to cease of proceedings, including the quality of leading to their disappearance from the No specific deadline, usually two market. monthsThese are highly detrimental cooperation between Member States and the European Commission; the sector concerned; and the situations that have little in common with the number of pending proceedings against each idea of the free movement of goods as one of Reasoned opinion is individual Member State. theprepared cornerstone freedoms of the EU internal market. With this in mind, strong measures are In December 2015, there were 24 No pending specific deadline needed to regulate EU law infringement proceedings relating to the free movement of procedure, especially at their administrative goods and market surveillance, and their stage as this is where most of them are average duration was 21.6 months (first stage). Time to comply with reasoned opinion resolved. The highest number of pending cases in this
NoFrance specific deadline, usually two months sector was in Germany and (seven and four, respectively). Referral to the Court of Justice
a broader debate and action, as this is in the
This is Commision's exclusive competence, not a duty. No specific deadline
interest of all Member States and the EU as a community they are a part of.
Infringement procedures in numbers INFRINGEMENT PROCEDURES IN NUMBERS second stage is a legal (judicial) finds the Commission justified in its allegations,
The proceeding and it starts when the Commission the Member State concerned must put right the Non-tariff barriers to food lodges a complaint with the Court of Justice infringement in as short a time as possible, exports within the EU are a because the matter could not be resolved Numberfailing which cases the Commission may lodge a of pending administratively. However, this situation is complaint with the Court of Justice that the problem for exporters from unusual. The data on the European judgment has not been complied with, which 36,9 months many countries, not just Commission’s website shows that more than will entail a penalty payment being imposed on Average duration of the first stage 12 the Member State (Article 260 TFEU). Poland. Its resolution therefore85% of cases are resolved at earlier stages.
674
requires measures at the central level to ensure that barriers are lifted equally for all Member States.
ADOPTION OF INTERNAL RULES OF INFRINGEMENT PROCEEDINGS BEFORE THE COMMISSION
The Commission’s 2017 report titled “Single The Commission’s complaint must be specific 13 22,4 months which Market Scoreboard. Infringements”, about the alleged infringements of EU law, Average duration of the second stage provides comparative data as at 1 December because it is the Commission that will need to 2015 and as at 1 December 2016, shows that prove the breach by the Member State the number of cases has decreased from 732 concerned. This stage usually takes more than Over 5 years December to 674 in December 2016. a year to complete and at its close the Court ofAverageintime to close2015 a case That said, the average duration of EU law Justice delivers a judgment either allowing or infringement proceedings (both stages dismissing the complaint. If the Court of Justice 12
13
The Commission’s website – http://ec.europa.eu/atwork/applying-eu-law/infringementsproceedings/index_pl.htm.
Report http://ec.europa.eu/internal_market/scoreboard/_docs/201 7/infringements/2017-scoreboard-infringements_en.pdf.
principles which underpin the single market,
ment procedures, to ensure full implemen-
believing that early intervention with regard 8 to
tation of EU legislation on the single market.
national measures or implementation proceThe European Parliament has Warsaw called on 4680544.2 4 the Commission to first ensure that Member dures which constitute unjustified NTBs may
Bearing this in mind, it seems that the proce-
States respect the existing rules concerning the single market rather than creating new, addi-
be effective and results more readily achieved
Warsaw 4680544.2
than through infringement proceedings; Nev-
9
dure before the Commission must be regulated to ensure that it is clear and can be carried out without undue delay.
tional pieces of legislation on matters already
ertheless, the Parliament underlined that for
Currently, the administrative part of infringe-
covered by the existing rules. Furthermore,
serious or persistent failures or misapplication
ment proceedings before the Commission is
the Parliament has called on the Commission5
of EU law, the Commission must use all avail-
unregulated both in terms of its conduct and
to intensify its work on enforcement and the
able measures, including prioritising infringe-
duration. The fuzzy time limits for individual
The video from the debate can be found at http://www.europarl.europa.eu/eplive/pl/plenary/video?intervention=1467897170573
3
62
are resolved at the administrative stage, formalising this stage and providing a
more transparent, which is what the European Parliament called for in its Resolution.
INTERNATIONAL LAW
stages considerably prolong the procedure, during which time barriers and discriminatory
Proposed PROCEDURE procedure in infringement cases relating PROPOSED IN INFRINGEMENT CASES to the free movement of goods RELATING TO THE FREE MOVEMENT OF GOODS
measures continue to subsist and the affected
Notice to cease infringements is prepared
businesses and countries are unable to pro-
Within 14 days from completion of "expert procedure"
tect themselves effectively. The lack of clear guidance may also lead the Member State complained against to delay the proceedings
Time to comply with notice to cease
deliberately.
Within 30 days from receipt
Therefore, internal rules should be adopted that would organise and provide a fixed framework for proceedings before the Commission. These rules should not only arrange the
Reasoned opinion is prepared Within 21 days from expiry of the deadline to comply with notice
conduct of the procedure but also include detailed guidance on individual types of in-
Time to comply with reasoned opinion
fringement cases, such as free movement of
Within 30 days from receipt
goods, services, etc. For example, cases concerning food should have fixed periods to comply with the Commission’s recommendations or its reasoned opinion. These periods would only be extended only on a Member
Referral to the Court of Justice Mandatorily, on expiry of time comply with reasoned opinion
State’s reasoned request. The work of the Commission during the
Commission should mandatorily request the
made that it might have failed in its obligations
procedure should also be limited as to time,
Court of Justice to apply interim measures
(such formalised contacts are called “expert
with an option to extend its duration in cas-
early in the administrative procedure. This is
procedure” for the purposes of this report).
es of particular complexity. Given that most
absolutely necessary and justified considering
We propose that a panel of experts is set
cases are resolved at the administrative stage,
the specific nature of the food industry: food
up at the Commission with broad specialisa-
formalising this stage and providing a time-
exporters to other Member States who have
tion in non-tariff barriers on the single market.
frame for it would undoubtedly streamline
to cope with serious barriers are liable to lose
Information and reports of suspected unfair
the entire procedure. If adopted, such rules
their established business partners, reputation
practices giving rise to trade barriers, sent in by
would also make pre-infringement and in-
or liquidity, which might in effect lead them to
Members States or NGOs and private firms,
fringement procedures more transparent,
exit their market.
would be addressed to the panel. Based on
which is what the European Parliament called for in its Resolution.
Therefore, steps need to be taken to pro-
that information, experts on the panel would
tect businesses hit by discriminatory practic-
evaluate the situation at hand and, where war-
es. The duty to request a decision from the11 ranted, call the parties to start discussions in
Court of Justice would send a clear signal to APPLICATION OF NECESSARYWarsaw 4680544.2 all Member States that the Commission is deINTERIM MEASURES
order to diagnose the situation and clarify any doubts. Following the procedure, the panel
Importantly, the rules should allow the Com-
termined to combat all forms of unjustified
would issue a report setting out all relevant
mission to initiate the procedure for necessary
market barriers. Court of Justice’s decisions
information, arguments, evidence, procedurę
interim measures. This is possible pursuant to
to apply interim measures in justified cases,
outcome and recommendations for further
Article 278 TFEU which says that the Court of
ordering immediate cessation of infringing
actions. If the parties cannot reach an agree-
Justice may, in any cases before it, prescribe
market practices, would protect businesses
ment and the experts believe that the identi-
the so-called interim measures. As there is no
and also discourage Member States from re-
fied issue may be in the nature of an unjusti-
exhaustive list of such measures, they can be
sorting to unfair measures.
fied NTB, the report on the procedurę will be delivered to the Commission in order to open
very diverse, and they are intended to prevent serious and irreparable losses from occurring,
“EXPERT PROCEDURE”
the administrative procedure in the matter.
safeguard the rights of individuals, and ensure
Another important point is to formalise
The process should take up to 60 days and
enforceability of judgments on the merits.6
the Commission’s informal contacts with the
could be extended in cases of particular com-
In cases involving barriers to food trade, the
Member State concerned after reports are
plexity or if the parties wish to continue their
European Parliament resolution of 26 May 2016 on Non-Tariff Barriers in the Single Market (2015/2346(INI)), paragraph 50. European Parliament resolution of 26 May 2016 on Non-Tariff Barriers in the Single Market (2015/2346(INI)), paragraph51. 6 Kornobis-Romanowska D. (ed.), Łacny J. (ed.), Wróbel A. (ed.), Treaty on the functioning of the European Union. Comment. Volume III - Comment to art. 279, Warsaw 2012 4 5
63
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.
INTERNATIONAL LAW
We propose reversing the burden of proof both in the expert procedure and in the Commission’s administrative proceedings. It would be the Member State alleged to apply unjustified NTBs that would bear the burden of proving that its legislative measures are not contrary to Union law. discussions. The expert procedure will reduce
tified as such. Such a solution already exists in
particular that it is SMEs and individuals that
the Commission’s workload but its main pur-
EU law, e.g. in Directive 2005/29/EC of the
are facing major obstacles in cross-border ac-
pose would be to encourage Member States
European Parliament and of the Council of 11
tivities within the single market owing to the
to seek amicable solutions. The Report quotes
May 2005 concerning unfair business-to-con-
lack of easily available information, excessive
some of its survey respondents as saying that
sumer commercial practices in the internal
administrative burdens and significant compli-
sometimes the problem is not with the law or
market. This kind of clause is authorised under
ance costs. Therefore, Member States should
actions by officials but with attitudes or pub-
the Directive where it says that it is for national
be required to give notice of changes in their
lications containing false or harmful informa-
law to determine the burden of proof in un-
national regulations relating to the marketing
tion. States should resolve situations of this
fair commercial practice cases. The reversed
of various product groups (such as, for food,
kind among themselves on neutral ground,
burden of proof in proceedings on com-
the duty to apply new labelling or to obtain
and the proces involving an independent ex-
plaints alleging infringement of EU law will
registration). The proposal is that before a
pert panel would certainly help to alleviate
prompt Member States to plan their changes
Member State introduces new national legis-
their disagreements. The proposed measures
in law more carefully and to apply NTBs only
lation, it would have to give at least 3 months’
reflects the objectives of the EP Resolution in
where justified. Also, the solution is in line
prior notice of the change (before its effective
which the Parliament calls on the Commission
with the EP Resolution’s recommendation for
date) so that the other members of the Com-
to make every effort to minimise divergences
the Commission to first ensure that Member
munity can easily take note of it. To make it
in application of the same rules in different
States respect the existing rules concerning the
easier for the Member States to discharge this
Member States at the earliest possible stage.7
single market rather than creating new, addi-
obligation, we propose developing an official
tional pieces of legislation on matters already
website platform modelled on the existing
covered by the existing rules.
Market Access Database (“MADB”).
REVERSED BURDEN OF PROOF
MADB is a platform enabling firms which
We propose reversing the burden of proof both in the expert procedure and in the Commission’s
66
administrative
proceedings.
PLATFORM TO PROVIDE ACCESS TO NATIONAL REGULATIONS
export their goods outside the European Union to obtain information on the require-
Accordingly, it would be the Member State
It should be remembered that, with the
ments they must meet to ensure the compli-
alleged to apply unjustified NTBs that would
multilevel governance applicable in the Eu-
ance of their exports to third countries. MADB
bear the burden of proving that its legislative
ropean Union, there can be differences in
provides information about taxes, customs
measures are not contrary to Union law. This
how national laws in different Member States
duties, import procedures, documentation
mechanism would not be excessively onerous
regulate certain duties. However, it should be
requirements, identified trade barriers, spe-
on the Member States because their national
clear at all levels of regulatory decision-mak-
cial food safety regulations and animal health
legislative processes already include preparing
ing that any mechanisms restricting the free
regulations, EU trade statistics with third coun-
explanatory memorandums, regulatory analy-
movement of goods must be proportionate
tries, etc. This regularly updated chargefree
ses etc. in relation to proposed measures and
and serve to further legitimate public policy
service enables a trader from a Member State
their compatibility with Union law. Thus, if a
objectives. The EP Resolution makes a point
to check the requirements that are applica-
Member State is careful and diligent in adopt-
of noting that where such barriers can be justi-
ble to his goods in over 100 third countries.
ing changes to its national law, it will have
fied as proportionate, information on differing
MADB allows users to easily search for cus-
appropriate documents to prove that the new
national regulatory requirements should be
toms tariffs country by country and identify
measures are not unjustified NTBs or are jus-
easily accessible.19 It has been recognised in
the trade barriers involved.
European Parliament resolution of 26 May 2016 on Non-Tariff Barriers in the Single Market (2015/2346(INI)),paragraph16
7
INTERVIEW
Which markets are for your company the most prospective?
Quadrum Foods runs its business activity in the range of frozen, and chilled fruits, vegetables as well as their preparations in the form of concentrated juices and purees. The company sells over 45 thousand tons of products per year with a turnover exceeding 65 million Euro per year. We talk with Leszek Hojnor, President of the Board. How have you managed to achieve such success and what challenges had to be met in order to gain a solid position on
And which ones are still hard to reach? What is the reason for this? We sell to about 70 countries worldwide but we see the biggest perspectives in the dedicated production to individual markets with requirements that are different than our European standards with regards to the application of pesticides and microbiology. The perspective is to be apt to deliver special products for individual customers mainly overseas consumers including American, Chinese and Indian markets. A hindrance here is still the limited accessibility of products fulfilling such requirements.
the market? Current consumer demands, regarding both Retail and B2B mar-
What goals have you set for the coming future? What is the
kets, require total engagement of the supplier in providing quality and
biggest challenge in your business activity?
repeatability of delivered products. We based our market activity on
The biggest challenge is the increase, or in the worst scenario, main-
actions leading to this goal. Our Polish products, as well as all im-
tenance of the current position in the existing group of customers with
ported once, are manufactured in accordance with the worldwide
a focus on reaching additional sources of distribution on a new grow-
recognized production standards.
ing sale market; cooperation with customers in the creation of new
We are constantly upgrading our standards, which were based on high internal quality demand, but today we work together with our clients to prepare a product almost customized. With today’s fierce
products and their systematic introduction onto the market; keeping a strong financial position helping in independent financing of a big part of production;
competition we have decided to cooperate only with selected pro-
taking care of all links in our long supplier chain; a rational increase
duction facilities worldwide. In Poland we are cooperating mainly
of sales is self-evident, though some thought has to be given to prop-
with Real SA group and together we aim at satisfying the needs of our
erly adopt the assortment to the progressive market changes.
business partners. One of the chief factors leading to success must certainly have been
As of 2010 the company has been selling frozen products
showing the recipients positive aspects of cooperation with a supplier
also under the private label ‘Golden Garden’. How is this
who is not afraid to talk about costs or reduction of unnecessary cost
part of your operation growing?
generators, as well as encourage effectiveness of safeguarding long-
Since the beginning our aim has been to introduce into circulation
term contracts based on cooperation with the banking sector, but also
products of high quality and constantly improving it monitoring and
applying this methodology towards our suppliers, and this way build
focusing on the market demand. On today basis fruits and fruit mixes
better synergies.
constitute 70% of our Golden Garden range, leaving the remaining part to single packed vegetables or mixes.
What countries are the main consumers of your products?
In comparison to competition we are distinguished on the market
Our main partners are divided into several groups. The most
by delivering a full range of fruits in the Golden Garden brand. Since
important sector is the production of fruit preparation for yogurts
its introduction we have constantly been increasing the share of exotic
and bakery. The second one includes producers of jams, pre-
fruits, and we can proudly say, that on today basis, Golden Garden
served and prepared dishes. Another one includes juice and bev-
products come from 6 continents.
erages producers. A very important part of our sales is the production of private label
In the near future we would like to exceed the limit of 10,000 tons of goods labeled in our Golden Garden brand.
brands for retail chains worldwide, and the successful introduction of our own brand Golden Garden into food service and retail markets.
68
Thank you very much for the interview.
INTERVIEW
An interview with Zenon Daniłowski, President of the Management Board, Makarony Polskie Group about new products, challanges connected with export and future investment plans.
What novelties can be found in the company offer and
their name, taste and form are closely connected with the tradition
which of these products will go for export sale?
of local markets, so these are not products we are offering in Poland.
Among the new products which have been recently introduced on
The biggest challenge for each producer is the respect for local clients
the market by our company are high protein pasta made of lentil,
because a local consumer will not buy products unfamiliar to them-
chickpeas and green peas and pro-health pasta made of buckwheat
selves. Poland has its taste, its culinary traditions, but these may not
and spelt. These products are innovative, they can be purchased in
correspond to the preferences of customers abroad. That is why our
the biggest trade networks in Poland. They will also be exported to Eu-
product is always adjusted to local tastes and preferences.
ropean countries. Following the SIAL Paris and ANUFOOD China fairs we hope that the products will also find new customers. The second
Is export in this category a big challenge?
group of products which we are introducing are snacks on the basis of
Export sale is not easy; for products made by Makarony Polskie trans-
apples – apple chips, and dried apple with dried blueberry mixes. The
port costs are the main barrier. It is difficult to export goods with a big
goods we are introducing are natural and very tasty.
volume to long distances because it increases the price. Competition is another challenge. For example on markets of African countries some
Which export markets has Polish pasta reached recently?
suppliers are offering pasta at prices which for European standards are
What are the plans for the future?
often unavailable. The fact that it is not possible to export only one
This year we have established cooperation with customers from
product to a given country from a given country is also a barrier. If we
Portugal and Scandinavian countries. Most of all we are developing
want to sell we must be present abroad as Poland. If only single compa-
our current relations with such countries as Ukraine or Egypt. Our
nies are exporting then there is no synergy and unit costs are very high.
presence on SIAL Paris and ANUFOOD China is dedicated to gain-
For instance thanks to the presence of many Polish tourists in Egypt the
ing new customers interested in the products of Makarony Polskie. In
Polish product is recognizable and has a good opinion.
my view, products with a big export potential are only those of high quality made of natural Polish raw materials such as lentil, soya, peas,
What makes your products stand out against other
with the addition of eggs and fruit based goods. We do not plan on
products?
exporting typical pasta because the logistic costs are too high.
Products of Makarony Polskie are distinguished by the fact that they do not only satisfy hunger but they also have a good influence
What is the greatest challenge in such operations as pasta
on the general well-being and good condition. High quality, large
export?
protein and mineral content, appearance, taste and smell make our
The biggest challenge is to adjust to the local market. As an example
products valued by consumers on different continents.
I will use markets on which we already have a big experience such as the Egyptian or Ukrainian markets. The products we are exporting,
70
Thank you for interview.
www.makarony.pl
„Dobrowolscy” is a Polish, family-run company that has been appreciated by customers and consumers for 27 years. “Dobrowolscy” specializes in excellent cold cured meats, and constantly strives to provide its customers with the highest quality products which refer to the taste of traditional cold cured meats. The motto of the brand is the slogan "We link generations through taste”. „Dobrowolscy” is a company combining the advantages of a regional manufacturer with production and distribution capabilities on a nationwide scale. Over 600 employees, production on the level of 1500 tons of cold cured meats per month, the highest quality and safety standards, among others, BRC; IFS. The company’s portfolio includes smoked meats, hams, roasts and pâtés. Traditionally Smoked and Dobrowolscy Brothers are the company’s leading Premium brands. These cold cured meats owe their excellent taste to traditional smoking in a real smoking chamber, just as our grandparents did. They refer to traditions through their excellent recipes taken from the rich tradition of preparing cold cured meats in the podkarpacie region as well as through the use of carefully selected raw material. In response to the changing needs of consumers, the company continues to introduce new product lines - for example, the line of the highest quality poultry products under the name KUKURYKU Premium. The quality of Dobrowolscy products is proven not only through recognition and popularity among consumers, but also through received awards, among others: Pearl of the Market 2018; Appreciate Polish Products, Hit of FMCG market 2018.
Kabanosy kruchutkie od braci
Szynkowa tradycyjna od braci
Brother’s own tender thin dry sausages am
Brother’s own traditional szynkowa am
170g meat / 100b product Weigth ca 0,3 kg
102g meat / 100g product Weight ca 1800 g
Kiełbasa krucha z piersią z kurczaka
Pierś z indyka tradycyjnie wędzona
Tender sausage with chicken breast
Traditionally smoked turkey breast
The product is smoked in a traditional smokehouse, without the addition of phosphates, artiicial colors and thickening substances 107g meat / 100g product Weight ca 1200g
The product is smoked in a traditional smokehouse, without the addition of phosphates, artiicial colors and thickening substances 110g meat / 100g product Weight ca 1500g
Szynka z Wadowic
Polędwica z Wadowic
Ham from Wadowice
Loin from Wadowice
Traditionally smoked delicious ham. Very tender and tasty. Delicate avor and juiciness. 110g meat / 100g product.
Traditionally smoked loin. Very tender and tasty. Delicate avor and juiciness. 110g meat / 100g product.
Boczek Stryjka
Wiejska z Wadowic
Uncle’s bacon
Country sausage from Wadowice
Smoked using natural smoke rom alder and beech wood. 115g pork bacon / 100 g product. fWeight: ca. 700g
Classic Polish sausage smoked in traditional smokehouse. ONLY NATURAL INGREDIENTS. 120g meat / 100g product. Weight: ca 1300g
Szynka bez konserwantów
Polędwica bez konserwantów
Traditionally smoked ham without from preservatives
Traditionally smoked loin without preservatives
Delicious taste and aroma. 110g meat / 100g product. Weight: ca. 1000g
Perfectly tender, enriched by aroma of traditional smokehouse. 110g meat / 100g product. Weight: ca. 1800g
POLISH MARKET
POULTRY – ON THE RISE Polish poultry trade flourishes at home and abroad. Statistically, consumption of poultry meat among Poles reached 30.5 kg per person in 2017.
Łukasz Dominiak, General Director of the National Poultry Council – Chamber of Commerce
74
and feathers which are considered luxury
tributed to this success, by taking a number
products on that markets.
of actions, both local and international, aimed
Every year the Polish National Poultry
at facilitating re-opening of those markets. In
Council – Chamber of Commerce (KRD-IG)
case of South Africa, we have organized bilat-
implements many educational activities aimed
eral meetings with competent authorities and
at promotion of Polish poultry in Europe and
coordinated veterinary audits. We are glad
Since 2014, Poland is also the undisputed
other markets as: China, South Africa, Taiwan,
that those undertakings have proven success-
top producer of poultry. Data published by
Singapore, Vietnam or the United Arab Emir-
ful. Today, 13 Polish producers are permitted
the European Commission shows that in
ates. This international promotion is realized
to export poultry products to the South Af-
2017 Polish poultry production reached 3,1
by hosting Polish Poultry booths at the most
rica. I am fairly certain that this number will
million tonnes. To compare, production in
important food and meat fairs and by arrang-
increase. Another success was signing of a
France and Germany remains at about 1,8
ing meetings with foreign government author-
bilateral protocol between Poland and China,
million tonnes and those countries are also
ities, local importers and representatives of
which finally led to re-opening of the Chinese
considered leading poultry producers. Pol-
foreign veterinary services. We present the
market for Polish poultry. It is a source of great
ish poultry is universally appreciated for its
successes of polish poultry sector; we inform
pride that our organization was deeply en-
high quality and competitive price so there
about its constant development and moderni-
gaged in these processes.
is little surprise that it also became a desir-
sation. We also focus on the advantages of Pol-
We serve as a facilitator, enabling national
able product internationally. In 2017, we
ish poultry, like its high quality and great taste.
producers to enter foreign markets through
exported nearly 1,2 million tonnes of poul-
All of those activities translate into increased
our international promotion of Polish Poul-
try. The main destinations were Germany,
trade and increased appreciation of the Polish
try. We maintain up-to-date and valid infor-
the United Kingdom and France.
poultry all over the world.
mation on all documentation and processes
Trade exchange with Polish poultry pro-
One of the greatest success of the Polish
required for export to foreign markets. There
ducers are seen as desirable also outside the
government, veterinary services and also
are of course certain challenges when it comes
EU. We observe that non-European countries
KRD-IG is the fact that almost all countries that
to production and export. Some of them are
open their markets to our poultry. Polish ex-
blocked import of Polish poultry after the out-
expanding the offer of the Polish poultry pro-
porters see the greatest potential in many
breaks of avian influenza in 2016/2017 have
ducers, ensuring sustainable growth of the
countries in Asia and South Africa. This inter-
already reopened their borders to the Polish
sector and safeguarding production safety. We
est reaches beyond just poultry meat. Some
poultry – including South Africa. I strongly be-
also see consumer awareness as one of the
countries, like Taiwan or Japan, import signifi-
lieve that the Polish National Poultry Council –
main factors needed to facilitate growth of the
cant volumes of Polish duck and goose down
Chamber of Commerce has significantly con-
whole poultry sector.
STATISTICS
DOMESTIC PRODUCTS OR GLOBAL BRANDS? WHAT CATEGORIES OCCUPIED THE LARGEST SPACE WHEN ADVERTISING IN THE PROMOTIONAL LEAFLETS? Shopping chains all over the world are competing in creating the most attractive offers. Promotional leaflets are one of the basic communication channels between shopping chains and clients. Their content sometimes convinces clients tempted by promotion to go shopping indeed to that shop and not any other
Agnieszka Smarzewska, FOCUS Research International
78
egories are especially strongly displayed on
hol. In Poland, Czech Republic and Slovenia,
the leaflet pages?
beer took the first place. And on the Slovak,
The research company FOCUS Research
Hungarian and Bulgarian market wine occu-
International analyzed shopping leaflets which
pied the greatest amount of space in leaflets.
came out in the first half of 2018 in nine coun-
Only on the Croatian and Serbian markets
tries of Central-East Europe. The research veri-
alcohol did not take the first place with ref-
It is extremely important to adjust the of-
fied how many square centimeters of the leaf-
erence to the amount of occupied space. It
fer to the consumers’ needs and present it in
let area were devoted to particular foodstuff
is worth stressing that in the examined period
an effective way. A shopping leaflet should
categories. They concentrated on categories
there were many occasions which involved in-
be an eye-catcher, therefore the presented
where promotion occupied the biggest area
creased alcohol consumption; in the first half
products must be easily visible and properly
on the leaflet. As the analysis results showed,
of the year there is carnival time, and in May
displayed. How much space in the leaflet is
almost on all researched markets the biggest
the barbecue season starts.
devoted to individual products? Which cat-
amount of leaflet space was occupied by alco-
Taking into account that almost all re-
STATISTICS TOP 5 Categories – Surface of promotional (trade) leaflets 01.01.2018-30.06.2018
Czech Republic
Poland
Slovakia
1
Beer
5,64%
1
Beer
3,46%
1
Wine
2,92%
2
Sausages
3,99%
2
Wine
3,14%
2
Delicacy
2,46%
3
Pork
3,35%
3
Joghurts
2,11%
3
Beer
2,08%
4
Cheese
2,91%
4
Delicacy
2,03%
4
Hot Dogs
1,71%
5
Ground coffee
2,73%
5
Hard Cheese
1,91%
5
Pork
1,68%
Hungary
Romania
1
Wine
3,08%
1
2
Ham
3,01%
2
3
Beer
2,86%
3
4
Delicacy
2,26%
4
5
Juices
2,11%
5
1
Sausages
3,19%
1
2
Cheese
2,70%
3
Wine
2,62%
Bulgaria
4,30%
1
Wine
Wine
2,67%
2
Sausages
3,38%
Sausage
2,63%
3
Beer
3,00%
Ground coffee
1,82%
4
Biscuits
2,68%
Ice cream
1,74%
5
Cheese
2,54%
Biscuits
3,86%
1
Beer
3,74%
2
Wine
3,76%
2
Wine
3,20%
3
Beer
3,63%
3
Biscuits
2,05%
Beer
Croatia
Serbia
3,92%
Slovenia
4
Pork
2,50%
4
Juices
2,21%
4
Ice cream
1,86%
5
Biscuits
2,49%
5
Sausages
2,19%
5
Cheese
1,77%
searched markets are linked by the fact that
took the lead. It is also worth mentioning the
the greatest amount of space in shopping
category of hard cheese in Croatian and Polish
leaflets is taken by alcoholic beverages, it is
leaflets, and fruit yogurt in the Czech leaflets.
worth pointing out that in each researched
Have domestic brands also occupied the
country totally different brands are in the
greatest amount of space in leaflets in the
lead. And what is interesting, in many cases
case of products other than alcohol products?
these are local brands. In the beer category,
This would be meat products. In the sausage
in each examined country, the biggest amount
category in Romania the biggest amount of
of advertising space was taken by domestic
space was taken by promotions of Romanian
brands. For example in Poland these include
brand products Cris-Tim and Caroli, and in
the Polish brands Żywiec, Warka and Tyskie,
Croata – a Croatian brand Gavrilović, and in
in the Czech Repbulic – Czech brands Braník,
Poland goods of Polish brands Madej Wró-
Budweiser Budvar, in Slovakia the first place
bel and Henryk Kania. In Bulgaria, where the
was taken by the Slovakian beer brand Zlatý
category of sausage took the second place
Bažant, in Croatia – a Croatian brand Pan, in
with reference to the space occupied, the
Bulgaria – the brand Ariana from the Bulgari-
majority of products were of the Orehite
an brewery Zagorka. One should remember,
brand belonging to the Bulgarian company
however, that the majority of these brands
Bella. However, taking into account such
belong to world concerns such as Heineken,
categories as biscuits and cookies, and hard
Carlsberg and Molson Cors. Still, it appears
cheese, global brands gained advantage in
that European consumers are deeply attached
certain countries. For instance in Croatian
products which are given the biggest advertis-
to local beer brands.
and Bulgarian leaflets in the category of bis-
ing space in promotional leaflets. Frequently,
What other food categories occupied the
cuits and cookies, the leader was Milka. At
products which are very popular among con-
greatest amount of promotional leaflet area?
the same time notable is a strong position of
sumers are especially displayed. The research
Undoubtedly, certain meat categories. In Cro-
the Czech sweets brand Opavia belonging
showed that these often include domestic
atian, Polish, Bulgarian and Romanian leaflets
to the Mondelez concern, not only in the
brands, especially in such categories as beer
a high position was taken by the sausage cate-
Czech Republic where it largely outranked
or meat products. Also the time in which pro-
gory, and in Hungary a lot of space was devot-
other brands of this category, but also in the
motions are given is not without significance.
ed to products in the ham category. In Serbian
neighboring Slovakia. And in Poland, in the
So it is interesting whether in the next half year
leaflets the category of biscuits and cookies
biscuit category the first place was taken by
the same categories will lead?
Almost all researched markets are linked by the fact that the greatest amount of space in shopping leaflets is taken by alcoholic beverages. the Polish brand Dr Gerard. Many factors influence the selection of
79
CONTACT POLISH COMPANIES ARGO is a Polish family owned business that have been producing tasty and healthy sweets for nearly a quarter of century. Company collaborates as well as creates Polish tradition of confectioner’s trade. The high quality of products is continuously being ensured since 1992. ARGO is currently improving
Z.P.H. ARGO Sp. z.o.o. 16 Wiejska Street 37-100 Łańcut, Poland Phone: +48 17 247 13 51 Fax: +48 17 247 00 42 biuro@argo.net.pl www.argo.net.pl
product portfolio by adding more unique items in order to satisfy consumers needs.
Sweet treats offer not only consists of traditional lollipops, juicy bubble gum lollipops, hard and
filled caramels, but also handmade products, e.g. Easter lambs, Christmas tree icicles or Valentine’s lollipops “Hot Hearts”. Company does not forget of milk and chocolate connoisseurs. Therefore, especially for them, it has prepared a delicious collection of CHOCO Jello sweets.
The high class of products is indicated by natural coloring and flavours, fruit juices, vitamins as well as lack of preservatives. ARGO produces over 5 million kg sweets per year including 100 million pieces of
lollipops. Products are available in the majority of European countries as well as outside the continent, e.g. USA, Canada, Uzbekistan, Libya, Mongolia, China, Kazakhstan, Azerbaijan and Israel. Conscious
approach to food safety and innovation is recommended by the International Food Standard (IFS) certificate on higher level.
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 bifix@bifix.pl www.bifix.pl www.zdroweherbaty.com.pl
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.
Bogutti Sp. z o. o. Henryków-Urocze 48 Gromadzka Street 05-504 Złotokłos, Poland Phone: +48 783 956 466 Fax: +48 22 266 01 19 export@bogutti.com www.bogutti.com
Damak Kebab
42 Krakowska Ave. 02-284 Warsaw, Poland Phone: +48 22 86 80 982 kebab@damakkebab.pl www.damakkebab.pl
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
cream fudge recognisable on the international market. We offer three types of cream fudge: MILK, CHOCOLATE and BUTTER. The secret of Bogutti’s cream fudge is its exceptional taste.
Damak Kebab was founded by kebab enthusiasts – a specialized team with many years of experience
in kebab production in Poland. In our plant, we produce chicken, beef, minced beef and roasted kebab, which is distributed by our refrigerated vehicles from Poland to all Europe. Our plant has all the necessary permits for production and is constantly controlled by veterinarians and food technologists. Also, we have implemented a system to ensure health safety HACCP. Additionally, we are working on the construction for our new factory and planning to move there by 2018.
„Dobrowolscy” is a Polish, family-run company that has been appreciated by customers and consumers for 27 years. “Dobrowolscy” specializes in excellent cold cured meats, and constantly
strives to provide its customers with the highest quality products which refer to the taste of traditional
Dobrowolscy Sp. z o.o. Wadowice Górne 93, 39-308, Poland Phone: +48 14 666 20 00 export@bd24.eu dobrowolscy@dobrowolscy.pl www.dobrowolscy.pl
cold cured meats. The motto of the brand is the slogan “We link generations through taste”.
„Dobrowolscy” is a company combining the advantages of a regional manufacturer with production and distribution capabilities on a nationwide scale. Over 600 employees, production on the level of 1500 tons of cold cured meats per month, the highest quality and safety standards, among others, BRC; IFS. The company’s portfolio includes smoked meats, hams, roasts and pâtés.
Traditionally Smoked and Dobrowolscy Brothers are the company’s leading Premium brands.
In response to the changing needs of consumers, the company continues to introduce new product lines – for example, the line of the highest quality poultry products under the name KUKURYKU
Premium. The quality of Dobrowolscy products is proven not only through recognition and
popularity among consumers, but also through received awards, among others: Pearl of the Market 2018; Appreciate Polish Products, Hit of FMCG market 2018.
82
CONTACT POLISH COMPANIES
Reydrob is located in the heart of Poland, far from big cities. Reydrob produces tasty and health food. Modern lines for production and cutting, as well as, years of experience let company keep the highest
possible standards when it comes to poultry production. All of customers can be sure, that products that leave Reydrob’s plant, are the best possible quality.
Reydrob Sp. z o.o.
19 Golki Street 96-127 Lipce Reymontowskie Poland Phone: +48 46 831 61 14 Fax: +48 46 834 90 47 biuro@reydrob.pl www.reydrob.pl
The roots of ZM Henryk Kania S.A. go back to the nineteenth century when traditional meat craftsmanship flourished in Pszczyna. The meat processing plant has been situated in the place of
today’s seat for years. In 1990 Henry Kania enriched the traditional craftsmanship with the latest processing methods, developing a dynamic family business to fit the new century. Company has successfully transferred traditional knowledge and skills into modern realities.
Today ZM Henryk Kania S.A. is Poland’s leading producer of cold meats, and processed meats, with an annual revenue exceeding 1.2 billion zł (316 Million USD). It’s also an innovational and dynamically
expanding exporter. The company offers a wide assortment of products, from the area of own, and private brands. The main consumers are chain stores inside the country, but also abroad, such as
Auchan, Biedronka, Carrefour, Delikatesy Centrum, E-Leclerc, Intermarche, Kaufland, Lidl, Makro, Netto
Henryk Kania S.A. 5 Korczaka Street, 43-200 Pszczyna, Poland Export Departament: Mrs. Agnieszka Ufel Phone: +48 735 910 265 export@zmkania.pl www.zmkania.pl
and Żabka. Since March 2012 shares of ZM Henryk Kania are listed on the Warsaw Stock Exchange.
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, ELPHA and WPSA.
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 krd-ig@krd-ig.com.pl www.krd-ig.com.pl
KRD IG
“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 sprzedaz@makarony.pl 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.”
Maspex Group is one of the largest food companies in Central and Eastern Europe with sales revenues more than 1 bn USD. It was established in 1990.
Company produces fruit and vegetable juices, nectars and drinks, energy drinks, pasta and cereal products, salty and sweet snacks, cappuccino and instant drinks, chocolate dragees, jams, ketchups, sauces, ready meals etc.
The highest quality of products has been always the priority for Maspex. Quality systems in Maspex facilities meet IFS Quality standards. Company has 13 plants as well as the most modern logistic
center in this part of Europe with 80 ths pallet holding positions. Brands like Tymbark, Kubus, DrWitt,
Tiger, Lubella, Salatini, Coffeeta, La Festa, Krakus, Lowicz, Kotlin are unquestionable leaders in their
Grupa Maspex Sp. z o.o. Sp. k.
37 Legionów Street, 34-100 Wadowice, Poland Phone: +48 33 873 10 75 export@maspex.com www.maspex.com
categories. Products of Maspex Group are sold to more than 50 countries worldwide.
PPH MAXPOL offers: •
Designing stands for individual exhibitors as well as for national groups;
•
Forwarding and customs clearances of company’s products with the delivery directly
•
•
Preparing and assembling the individual stands, stands arrangements; to the stand;
Professional services for fair participants as: flights, accommodation, local transfers in the city of the fair.
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 maxpol@maxpol-targi.com.pl www.maxpol-targi.com.pl
83
CONTACT POLISH COMPANIES 13
Mlekpol Dairy Cooperative in Grajewo is the biggest producer of milk and dairy products in
MLEKPOL
13 Elewatorska Street 19-203 Grajewo Phone: +48 86 2730537 sekretariat.handel@mlekpol.com.pl www.mlekpol.com.pl
Poland and one of the twenty largest milk processors in Europe.
The winner of many awards and the most recognizable brand of Mlekpol is Łaciate – in Poland this brand has become a synonym of milk. Łaciate products include milk, cream, butter and cream cheese. The entire offer of Mlekpol includes more than 400 products, which have found
their customers in the majority of European countries, South America, Asia and the Far East countries. Foreign customers value the quality of the product and the stability of cooperation which is ensured by Mlekpol.
QUADRUM FOODS Sp. z o.o. Sp.k. 22A Moniuszki Street 31-523 Cracow, Poland Phone: +48 (12) 370 3420 Fax: +48 (12) 370 3432 office@qf.com.pl www.qf.com.pl
QUADRUM FOODS is an international company specialized in imports and exports of deep
frozen fruits and vegetables, purees and juice concentrates, as well as chilled fruits. Annually
over 45 thousand tons of products are sold worldwide, this including products under our own brand - Golden Garden. Our client portfolio includes world’s largest producers, distributors
and wholesalers. Our products are components of the world’s best-known brands. Every day we make the best efforts to deliver products from finely selected Polish orchards, gardens and plantations, as well as the farthest corners of the world. This selected supplier base, emphasize
on quality of the delivered products, together with many years of experience of our team allow us to meet the expectations of even the most demanding contractors.
Sante is a Polish family company established in 1992. The mission of Sante is to deliver top
Sante A. Kowalski sp.j. 55a Jagiellońska Street 03-301 Warsaw, Poland Phone.: + 48 22/ 811 50 37 Fax: +48 22/ 675 07 70 sante@sante.pl www.sante.pl
quality foods with a beneficial impact on the customers’ health and wellbeing, as well as to promote knowledge on healthy eating and lifestyle. Today, the company is an expert in the market of healthy foods in Poland and worldwide. Its rich and diversified offer includes ca. 250
products, including: breakfast products, cookies, bran, wheat bars, groats, nuts and dried fruit, vegetable spreads and terrines, vegetable beverages etc. Among the unique products offered
by Sante are premium quality, high fibre oat bran, low-sodium sea salt, Granola, Fit, Musli Lo,
Smart Teens - breakfast cereal for children, and the GO ON! brand (GO ON! Peanut butter: 100% peanuts, GO! almond butter: 100% almonds, GO ON! protein bars).The high quality of the products, with no artificial additives, is the pride of Sante.
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 export-info@sertop.com.pl 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).
STOKSON Company was established in the year 1990 and is now one of the most high-tech companies specialized in producing berliners, donuts and other confectionery.
Stokson Sp. j.
SALES OFFICE 38 Bojowników o Wolność i Demokrację Street 41-500 Chorzów Phone: +48 32 441 60 90 sales@stokson.com www.stokson.com
In our plants we use the innovative solutions in terms of technology, production, storage and logistics. Our stable and qualified staff, an extensive R&D department and the latest generation of production lines allow us to create unique products defining market trends in their categories.
Stokson Company is very well known to customers who value high quality, stabil-ity and reliability of the supply chain. Our products are well considered by millions of consumers in Europe.
The company owns the most important international certificates guaranteeing the highest production quality and safety. The synergy of perfection in operation to-gether with skilled and competent staff and advanced technology results in the company’s success. We exceed the consumers’ expectations
by creating market trends. Through innovative and original solutions we are constantly striving to im-prove our products by extending our offer with new categories.
84
CONTACT POLISH COMPANIES
Vobro’s Confectionery Factory was founded in 1986 in Poland. Vobro’s mission is to fully satisfy
Customers’ needs by producing high quality and safe confectionary products. Vobro’s product range is made up of over 100 chocolate confectionery products (pralines and chocolate sweets), jellies. Among Vobro’s best sellers are dessert chocolates filled with cherries in liqueur, perfectly ripe flawless cherries are selected, bathed in liqueur and packed in luxurious dark chocolate.
For many years WAN-VIT company has taken care of its customers tastes.
As one of the leaders of food industry in Poland, WAN-VIT can ensure that products are made from traditional recipes and the highest quality raw materials.
Putting on the dynamic development, company 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.
ZPC Vobro Wojciech Wojenkowski 78 Podgorna Street 87-300 Brodnica, Poland Phone: +48 56 493 28 51 export@vobro.com.pl www.vobro.pl
Z.P.H.U. WAN-VIT
11a 3 Maja Street 88-430 Janowiec Wlkp., Poland Phone: +48 601 831 863 www.4proactive.eu www.wan-vit.pl
Ptak Warsaw Expo is the largest trade fair and congress centre in Central and Eastern Europe. It was established for the organisation of international trade fairs, congresses, conferences, seminars, public events and other commercial events also by external companies. Ptak Warsaw Expo consists of 6 modern exhibition halls with a total inner space of 143 000 sqm and 500 000 sqm of external space.
Ptak Warsaw Expo is the only trade fair centre in Poland with such a unique location. It is located
10 minutes drive from the country’s largest international airport – Warsaw Chopin Airport and 15
minutes drive from the Warsaw city centre, at the junction of the most important national roads 57
Ptak Warsaw Expo International Exhibition and Conference Center 62 Katowicka Ave.
05-830 Nadarzyn www.warsawexpo.eu
and 58, and the A2 motorway. Ptak Warsaw Expo is ideal for business meetings at the highest level.
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!
Wawel SA
14 Władysława Warneńczyka Street 30-520 Cracow, Poland Phone: +48 12 254 21 10 Fax: +48 12 254 21 47 export@wawel.compl www.wawel.com.pl
Zbyszko Company S.A. has been operating dynamically on the Polish market since 1993. With
years of experience and excellent knowledge of the industry and customer expectations, we can boast a unique range of well-known and appreciated products.
Our offer includes carbonated and non-carbonated fruit beverages, mineral water and water with added fruit juice. Individual product lines address the expectations of adults, adolescents, and children alike.
We are gradually not only our portfolio, but also our infrastructure. We focus on new technologies and innovations, e.g. aseptic packaging. With two plants and 6 production lines, the company is able to produce more than 140,000 bottles of 1.5 liters per hour. We also have
ZBYSZKO COMPANY S.A. 239 Warszawska Street 26-600 Radom, Poland Phone: +48 48 383 11 00 recepcja@zbyszko-company.pl www.zbyszko.com.pl
two high storage warehouses, with a total of 25,000 euro-pallets and the following certificates: BRC, FDA.
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STOKSON DONUTS The character of products sold under this brand perfectly fits into the expectations of young consumers. Popular and trendy Donuts have more and more fans all around the world. Original recipe, excellent taste, delicious filling and multicoloured toppings combined with attractive sprinkles create unique flavours, characteristic of pop culture. www.STOKSON.com
DELISSIMO
CHOCO CRISPO
www.VOBRO.pl www.VOBRO.pl
APPLE CHIPS Our apple chips is a product of high nutritional and organoleptic quality. We preserve nutritional value without using preservatives or any other artificial additives. Nutritional value of DRIED FRUITS: High fiber, Monosaccharides – excellent source of energy during increased physical activity, Proteins, Vitamins and Microelements (iron, sodium, potassium). www.STOCZEK.com.pl
Choco 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 cocoa flavor. Only with natural ingredients. www.4PROACTIVE.eu www.WAN-VIT.pl
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Eucalyptus Menthol
Lemonade Drops
Hard candies, 90g
Candies filled with fizzy filling, 90g
The novelty in ARGO’s offer are hard caramels Eucalyptus Menthol.
Lemonade Drop’s – it’s one of recencies in the assortment of
Menthol and Eucalyptus flavour
the producer. The product includes
achieved thanks of natural oils,
bottle-shaped candies, lemonade-
lack of gluten and allergens,
flavoured in 3 colours: yellow,
natural colour are indisputable
orange, pink, filled with fizzing
features, which have an effect of
powder. Attractive package with
success of debut the product on
transparent wrap exhibits the higher
polish as well global market.
quality of the article. The product is
Caramels are packed in a 90g and
packed in a 90g bag, 1 kg bag and
1 kg bag, 3 kg box.
2,5 kg box.
www.ARGO.net.pl
www.ARGO.net.pl
Green tea
Pomegranates and cranberries tea
Green tea is rich in vitamins B1, B2, B5, C, PP,
This interesting tea is composed of pomegranates and cranberries which are
compounds tannins, alkaloids, purine compounds,
excellent for vitality. Our tea, with its divine flavor and delicate aroma, will
coumarin and lecithin. It also contains numerous
take you on a journey to a place of blissful relaxation. Cranberries are an
minerals, calcium, magnesium, iron, manganese, silicon,
excellent source of vitamins, minerals and other substances that are valuable
fluorine, copper, iodine, and amino acids. With such
to our body. Cranberries are natural antioxidants that reduce the negative
a wide range of valuable components, green tea has
effects of free radicals. Antioxidants provide natural protection for the cells
a beneficial effect on
of our body against the influence of free
various body functions.
radicals. Pomegranate, due to the high
Recommended for
content of natural antioxidants, vitamins
people looking for new
and minerals, helps to improve your
taste sensations.
mood, rejuvenates and adds vitality.
www.BIFIX.pl
www.BIFIX.pl
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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Deep frozen fruits and vegetables
Deep frozen fruits and vegetables, also fruit and vegetable mixes meticulously prepared according to customers specifications dedicated for the retail and B2B market.
Deep frozen fruits and vegetables packed in our Golden Garden brand and / or private label. Tanks with concentrated fruit and vegetable juices. Main purees and juice concentrates can be packed in tanks, barrels, flexi-tanks or bag-in-boxes. www.qf.com.pl
Granola
GO ON
Granola is an exceptionally crunchy, cookie-like combination of roasted
GO ON Protein bars 20% are a delicious bars made for athletes
wholegrain oats with addition. Granola is a natural source of thiamine
and physically active people. They contains whey protein WPC
and folic acid as well as minerals. It is distinguished by its high content
80 with an excellent amino acid profile and high digestibility.
of dietary fibre. New Sante Granola is a product with no added wheat,
The addition of inulin – a pre-biotic, appropriate proportions of
no palm oil, no glucose syrup. Granola is more
carbohydrates and protein, and high fibre content are the main
than just breakfast cereal! It tastes great added
advantages of the GO ON bar. Protein bars GO ON
to milk, plant drinks, yoghurt, kefir or
is an ideal snack that you
juice. You can use it to
can enjoy during or
make delicious yoghurt
after training!
desserts. It is so tasty
www.sante.pl
and crunchy that it can be munched on as a snack between meals. www.sante.pl
Processed product MAZURSKI – 280g round box www.SERTOP.com.pl
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Processed cheese MIX “Your... favourite” – 140g round box
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Sliced & Grilled Kebab We love eating kebabs when we go out. What about eating them
Damak Chicken Legs Kebab
at home? Damak Kebab produces sliced and grilled kebab for your
Its taste makes it one of the most
kitchen. After producing the kebab, we grill and slice them for you.
preferred kebabs in our offer. Its taste
Our kebabs are freezing at the optimum temperature of -18 ° C,
comes from the harmony of herbs,
which provides long-term quality and preserves all the aromas and
special seasonings and chicken legs.
taste. Roasted beef and
A tasty and healthy choice particularly
chicken kebabs are
for people who want to take care of their
available in packs of
shape. It leaves unforgettable taste in
800 g, 1 kg, 2 kg.
your mouth. We produce and export it
www.DAMAKKEBAB.pl
from Poland to Europe. www.DAMAKKEBAB.pl
“Tradycyjnie Wedzone” “Tradycyjnie Wedzone” is our top premium brand. The characteristic feature of this brand is traditional smoking on real alder-beech wood. Due to selected high quality meat and proper spices it was possible to create absolutetly unique products. www.DOBROWOLSCY.pl
HAM FROM WADOWICE
SIRLOIN FROM WADOWICE AM
- 110 g of meat per 100 g of
- 110 g of meat per 100 g of
product,
product,
- Without phosphates
- Without phosphates
- Product invariably associated
- Product invariably associated
with taste from old times
with taste from old times,
- It seduces with its fragility and
- It seduces with its fragility and
perfect structure
perfect structure
- Smoked in a traditional
- Smoked in a traditional
smokehouse on a live flame,
smokehouse on a live flame,
- Smokehouses are fired with
- Smokehouses are fired with
alder-beech wood
alder-beech wood
Chicken breast fillet, grade A, with or without inner, calibrated/uncalibrated
Chicken thigh meat, grade A, without bones, with or without skin
www.REYDROB.pl
www.REYDROB.pl
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Active
Chips
Clean label, very high protein content and most
Our meat snacks offer also
of all, an innovative and pioneering concept
contains bacon chips and
of a food product - this is a short description
meat chips in two flavours.
of novelties by Zakłady Mięsne Henryk Kania
Our chips have high content
S.A., which are Henryk Kania Active meat
of proteins (35%)! It’s an ideal
protein sticks. Consumption of protein meat
nutritious meal and source of
sticks are alternative to other protein bars &
Energy. Thanks to the process of
snack available on the market. They cover 19%
frying and drying, packaging in
of daily protein requirements.
modified atmosphere, product
www.ZMKANIA.pl
can be stored at ambient temperature. www.ZMKANIA.pl
Kubuś mousse
Kubuś 100% Kubuś 100% is a response to the needs and expectations of our youngest consumers and their mums who want to choose the best products for their kids. Kubuś 100% juice is sugar-free and does not contain preservatives or food colours. Available in a comfortable, light, plastic sport cap bottle that you can take practically anywhere. This feature makes it perfect for lunch at school, providing a child’s recommended daily amount of vegetables and fruits that they can take wherever they go. www.MASPEX.com
Our mousse contains only fruits and vegetables without any added sugar. Kubuś Mousse is the perfect combination of a rich source of fibre with a daily recommended portion of vitamins (e.g. vitamin C) in a form of healthy snack. Vitamin C is especially important for children who are just beginning reception or school, when they are exposed to contact with many new harmful microorganisms – the vitamin C in Kubuś Mousse helps support proper immune system function. www.MASPEX.com
Polish pultry 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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Dragon Gummies – a new Wawel category, simple ingredients and innovative packaging
Good Ingredients – a unique project appreciated by consumers
Wawel has expanded its portfolio and implemented a new category – fruit gummies – by Dragon Gummies brand. They are dedicated
Good Ingredients is a unique concept
for everyone and wonderfully soft. The new product is available in
under the Wawel brand, based on simple
4 varieties (fruity, yoghurt, juicy and sour) in various funny dragon shapes. Innovative packaging with
composition in product recipes and natural ingredients of highest quality. All Wawel products now
push-pop type
have a clean label – no colours, artificial
is standing and
flavours, GMO and less palm oil. The
convenient
producer has become an expert in the field
for product
of sweet recipes without additives in Poland.
sharing. Dragon
This unique project, appreciated by the
Gummies
consumers all over the world, meets the
are with fruit
best international
juices, without
standards and
any colours or
consumer needs.
artificial flavours.
www.WAWEL.com.pl/en
www.GOODINGREDIENTS.com.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
www.ZBYSZKO.com.pl
& 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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