Food from Poland ANUGA Edition 2019 by HURT & DETAL

STATISTICS Food Export 1Q 2019 p. 14

COMMENTARY Three Seas Initiative p. 48

CHARGE YOUR BATTERIES IN THE POLISH COUNTRY p. 74

03/36 (â&#x20AC;&#x2122;19)

FoodfromPoland Polish Magazine for Professionals

EDITORIAL

CONTENTS MARKET NEWS ............................... 8 STATISTICS

Food exports in 1Q 2019........................... 14 Dairy products from Poland – a brief history of export success .............. 16

INTERVIEW

Małgorzata Cebelińska, Mlekpol Dairy Cooperative ....................... 20 Marek Maciejewski, Sertop......................... 22 Wiktor Sawosz, Brand Distribution........... 26

COMMENTARY

Global Food and Drink Trends 2019 ....... 30 From stability to modernity ....................... 34

Monika Górka Managing Editor

INTERVIEW

Andrzej Szumowski, PVA .................................... 36 Łukasz Dominiak, KRD ............................... 40 Joanna Małgorzewicz, Kupiec.................... 46

Dear Readers,

COMMENTARY

The growth of Polish food exports has maintained its positive trend. According to data from the Central Statistical Office for the first quarter of 2019, the exports of food products were higher by 15.2% in comparison with the previous year, and the growth was higher by 8.5 percentage points than the growth of total exports of all goods. Therefore, it is safe to say that Polish food is conquering the world, although the demand for products from Poland can be seen above all in the EU countries. Many foreign consumers search for Polish products. The buyers particularly value the taste and high quality available for a really reasonable price. Polish food can compete on foreign markets thanks to, above all, its naturalness, clean label, low degree of processing, and uncontaminated production environment, which is particularly important in view of the global food trends. The healthiness of food and sustainable development covering the entire production process have been among the major directions of development of global food markets for many years.

Africa – the promise land? ......................... Three Seas Initiative – a fine idea but…... Beef producers in trouble .......................... RFID is a technology of remote identification of objects ............... Bee’s colonization ........................................

47 48 52 53 54

INTERVIEW

Zenon Daniłowski, Makarony Polskie ...... 56

PRESENTATION

30 years of trade fairs without boundaries...................................... 60

STATISTICS

FOCUS Research International.................. 64

MARKET

Opting for ready meals ............................... 68 Polish people eat ice cream by the ton ... 69 Countless faces of beer .............................. 72

DISCOVER POLAND

Charge your batteries in the Polish country ................................... 74

It is also worth pointing out that, apart from numerous investments and the technological development of the food sector in Poland, a crucial thing is the promotion of Polish food, e.g. at international trade fairs. Polish food is a distinguished showcase of our country, of which we are proud.

STORY

I invite you to have a thorough read of the latest issue of the Food from Poland magazine, not only containing meticulous analyses as well as commentaries by experts and representatives of the industry but also interesting interviews with Polish producers and presentations of Polish products.

LIST OF POLISH COMPANIES................................... 82 DISCOVER POLISH PRODUCTS..................................... 86

Editorial Office

Advertisement Office

• Managing Editor – Monika Górka

Bagno Street 2/218 00-112 Warsaw, Poland

Phone/Fax: +48 22 847 93 67 +48 22 828 93 66

t.panczyk@foodfrompoland.pl m.gorka@foodfrompoland.pl

• Editor – Michał Pańczyk

m.panczyk@foodfrompoland.pl

• Sales & Marketing Departmet Katarzyna Paciorek k.paciorek@foodfrompoland.pl

FoodfromPoland

03/2019

Phone/Fax: +48 22 847 93 67 +48 22 828 93 66 +48 22 847 93 68 redakcja@foodfrompoland.pl www.foodfrompoland.pl

Graphics studio

Paweł Pańczyk, Maja Bulwarska

Printing house: ArtDruk Kobyłka www.artdruk.com

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

In our publication we use adobestock photos

• Editor-In-Chief – Tomasz Pańczyk

HKTDC Food Expo 2019........................... 80 PLMA Amsterdam 2019.............................. 81

MARKET NEWS

Distinction for Dr. Adam Mokrysz for the African successes of the Mokate Group The Polish-African Chamber of Commerce and Industry granted the prestigious “Polish-African Business Achievement Award” to Dr. Adam Mokrysz, the President of the Mokate Group. The winners include leaders of the largest Polish companies operating in Africa, as well as representatives of African business. The awards were granted on 11 June, during the Polish-African Forum held in Warsaw. This year’s session was attended by representatives of such countries as Algeria, Angola, Republic of the Congo, Egypt, Libya, Morocco, Nigeria, Senegal, South Africa, and Tunisia. For more than 20 years, Dr. Adam Mokrysz has been working extensively on the dynamic development of the Mokate Group, and the expansion into Africa has been his latest achievement. The successor and leader of Mokate as a family business, he opted for development of exports many years ago. He has led Mokate into the international lead of Polish food market exporters, developing the production of milk and fat raw materials for the food industry. Today, the Mokate Ingredients brand is a token of quality of the best raw materials, produced using spray drying towers that are among the most modern in Europe. As a member of the Management Board of Mokate (since 2009), he leads an international team of the foremost specialists and managers of the FMCG sector, supporting the global development of the company.

Majonez Kielecki brand wins the Superior Taste Award The Majonez Kielecki brand of mayonnaise has been distinguished with another prestigious award, received on the basis of tests carried out by professionals. The Superior Taste Award, granted by the International Taste Institute, is received by brands based on palatability tests performed by more than 200 qualified chefs and sommeliers. Majonez Kielecki has received an overall rating of as much as 80.6%! Thus it won the Superior Taste Award with two gold stars! This confirms the fact that not only does it fulfill the consumer expectations but also the refined needs of professionals.

A three-billion contribution of Coca-Cola to the Polish economy

LOT expands its cooperation with Colian LOT Polish Airlines have been cooperating with the Colian company since 2015. That year, such products as Śliwka Nałęczowska plum in chocolate and Krówki Mleczne Solidarności fudge were introduced on board of state-of-the-art Boeing 787 Dreamliner aircrafts, as a part of a special treat in business class during long-distance flights, and have been well-received by the passengers. Currently, the offer of Colian products served on board of LOT aircrafts has been expanded by: Oranżada Hellena orangeade, Grześki wafers, Lily O’Brien’s chocolates, Elizabeth Shaw peppermint chocolates. The introduction of new products aboard is just one element of the cooperation between LOT and Colian. Specially designed advertisements of Colian’s flagship products – Śliwka Nałęczowska and Grześki – will appear on fuselages of three Embraer liners owned by LOT Polish Airlines. With a bit of luck, you can already see an Embraer taking off or landing with conspicuous Grześki wafer advertisements today. The second one will already receive new markings this year, and the third one – by the end of 2020.

FoodfromPoland

03/2019

Coca-Cola has published data concerning its socio-economic impact in Poland in the sustainable development report for 2018. The data show the results of the Coca-Cola company system in Poland, as well as the directions of further development of the portfolio and business. They also show the effects of programmes implemented by the companies, helping the resolution of environmental and social problems. The contribution of the Coca-Cola companies to the Polish GDP has been steadily increasing for many years. In 2018, it amounted to PLN 2.95 billion, i.e. 35 million more than in 2016. This amount accounts for 0.14% of Poland’s GDP. More than 40%, i.e. PLN 1.325 billion, is comprised by taxes annually paid by Coca-Cola into the state budget. This sum would be sufficient to purchase about 500 modern, ecological electric buses.

MARKET NEWS

MLEKOVITA sums up the first half of 2019 The financial results of MLEKOVITA clearly indicate breaking another record in the obtained revenues, which, in the perspective of the entire year, heralds the best result in more than 90 years of the company’s history. A fundamental step towards the reinforcement of the position of the industry leader creating a modern model of dairy business is the largest investment in the history of MLEKOVITA: the Factory of Milk Powders. It has allowed expansion of the assortment offered both at home and outside Poland. Milk powders are particularly significant export products with their high durability and, above all, top quality guaranteed by the MLEKOVITA brand of worldwide recognition. The development of the product base in response to consumer needs and expectations is among the most important goals set by MLEKOVITA each year. The sheer amount of work in this regard is excellently shown by the number of new products introduced between January and June 2019: 46 novelties in 8 product categories. Between January and June 2019, MLEKOVITA achieved a record-breaking amount of purchase at the level of 1.2 billion liters of milk, which definitely helps in developing the assortment.

Samodobro sausages – winner! Hot-dog sausages Samodobro produced by INDYKPOL – European leader of turkey production – were awarded the “Golden Receipt 2019” statuette in a competition organized by the editors of the monthly magazine “Wholsale & Retail”, in the Sales Leader category – Processed meat. Hot-Dog Sausages are individually packed frankfurters without the addition of preservatives, made from the highest quality turkey meat, ideal as a warm meal or a cold snack. Modern packaging allows you to unpack them one at a time, which facilitates storage and consumption outside the home. It is a gluten-free product with a high meat content (94% turkey meat), without the addition of monosodium glutamate, phosphates and MSM. “Golden Receipt” is a competition in which the winners are selected by readers of the magazine owners and managers of stores - indicating those that in their opinion were the most competitive on the market. Over 430 products in 65 categories were submitted to the competition.

A new player on the Polish mineral water market A new player – Nativiana Roztocze – has emerged on the Polish market of mineral waters. 12 September 2019 saw the opening ceremony of a new mineral water bottling plant owned by the company. This is where Rodowita z Roztocza mineral water is extracted and bottled. In its daily operations, Nativiana Roztocze is led by a team of several managers from Poland and the USA, who have acquired their knowledge and experience for many years of work on behalf of the most recognized global companies involved in production of mineral

water and carbonated beverages. Currently, the company employs approx. 30 people and follows a modern business model. Since 2018, the Nativiana company has actively supported the local community of Grabnik and Krasnobród localities. Rodowita z Roztocza, a new player on the mineral water market, proudly stresses its origins. This information is emphasized not just on the water label but in promotional materials referencing the wild, virgin, genuine nature which still can be encountered in the Roztocze region. Rodowita z Roztocza water is extracted within the protection zone of the Roztocze National Park, in Grabnik near Krasnobród.

Polish people tend to choose familiar and affordable wines Last year, most wine was brought to Poland from Italy, Spain and Bulgaria (according to the data of the Institute of Agricultural and Food Economics on the import of alcohol products*). As explained by distributors associated in the Association of Employers – the Polish Wine Council, the Poles appreciate the taste of these spirits and their favourable prices. One cannot disregard the fact these countries are among popular holiday destinations, and we are significantly more likely to choose something we have tasted on holiday. Imports of alcohol are dominated by wine products, accounting for more than 40% of their value. Wine is followed by spirits, ethanol and beer. The imports of grape wine have been growing uninterruptedly since the 1990s. In 2018, it amounted to 131.5 million l, compared with approx. 99 million l in 2012 and less than 30 million l in 1995.

“We are not afraid of the market being oversaturated with wine yet,” comments Magdalena Zielińska, the President of the Association of Employers – the Polish Wine Council. “Our western neighbours, the Germans – the leaders on the importers’ list – have brought 14.5 million hl to their country, making it 11 times more. Poland is still one of the countries with lowest wine consumption in Europe. An average Pole drinks approx. 3.5 l annually, while in the wine countries of the EU, this amount can even exceed 40 l.” Last year, most wine was brought from Italy (22.2 million l) and Spain (15.5 million l). Bulgaria (15.3 million l), having occupied the position of the most prominent wine supplier for many years, dropped to the third position in 2018. Other popular directions included Germany (14.4 million l), the USA (13.6 million l), France (11.1 million l), Chile (6.8 million l), and Moldova (6.1 million l). *Report “Foreign trade in agri-food products. Condition and prospects”, “Analizy Rynkowe” [Market Analyses], issue no. 49, Institute of Agricultural and Food Economics – State Research Institute, Ministry of Agriculture and Rural Development

03/2019

FoodfromPoland

MARKET NEWS

A huge Appetite for Polish things The 9th edition of the educational and information campaign “5 servings of vegetables, fruit or juice” is intended to show the closeness and availability of Polish vegetables, fruit and preparations, as well as potatoes and mushrooms, and to arouse the appetite for Polish agricultural products. The efforts include an extensive PR campaign and a marketing influencer; moreover, a website dedicated to domestic fruit, vegetables, potatoes and mushrooms has been established, along with an accompanying Facebook profile. The organizer of the programme is the Polish Association of Juice Producers (KUPS). The PR Hub agency is responsible for the strategy and its implementation. The hitherto efforts conducted under the previous editions of the “5 servings of vegetables, fruit or juice” campaign were intended to support development of proper eating habits which should be based on vegetables, fruit and their preparations, such as juices. This year’s edition promotes Polish products as the basis of everyday diet that should rely on local products. The campaign will last until the end of February 2020. It is financed from the resources of the Fruit and Vegetable Promotion Fund, aimed at increasing the consumption and promotion of agri-food products (vegetables, fruit, mushrooms, potatoes and their preparations).

A mural on the wall of a Dr Gerard plant in Międzyrzec Podlaski A piece of art with an area of more than 100 square metres has adorned a wall of the Dr Gerard company building at Radzyńska St. in Międzyrzec Podlaski. The mural was selected via open competition – both amateurs and professionals could try their hand. More than 70 works submitted by artists from all across Poland took part in the competition. The author of the winning concept, made in a comic-book style, is Dorota S. from Kraków. The mural was made by the Ideamo company, involved for many years in artistic painting of walls for such brands as Spotify, Reebok, Wedel, or Pepsi.

Sertop is changing the graphic design of its products The Tychy-based producer of processed and fried cheese is introducing changes in the package design of its products! The cycle of changes will start from the advent of fried cheese cups with a new graphic design. The content will still be of top quality. The refurbished packaging of other products will be gradually introduced to the market, so that they would be even more consumer-friendly. The new graphic design for the fried cheese line is minimalist and modern.

FoodfromPoland

03/2019

Winemakers wish to save Polish orchards A number of vineyards and enthusiasts of local wines is on the rise in Poland. Less than twenty years ago, few would believe good chardonnay could be made in our country. Now, the time has come to prove other Polish fruit are as noble as grapes. The AMBRA Group has established the Zamość Wineries Fund in order to support Polish winemakers and fruit-growers. It is worth utilizing the potential and richness of not only Polish grapes but other, equally noble fruit, such as pear, blackcurrant or cherry. The Zamość Wineries Fund faces three main goals. The first one is to protect the Polish wine industry and to create conditions for its development. The second goal of the Fund is to facilitate investments in production of both grape and fruit wines. The support to the fruit wine sector would develop a significant branch of the processing industry. The third main goal of the Fund is promotion of Polish fruit and grape wines, resulting in emergence of a wide range of wine products on the market, the offer of which could be compared most easily with the popularity of craft beers today. On the founder’s part, the efforts of the Fund will be supported by introduction of Winiarnia Zamojska (Zamość Winery) wines to the market in 2019. These wines exemplify the utilization of the richness of Polish fruit for making of a high-quality product based exclusively on fresh fruit and juices.

STATISTICS

The first quarter of 2019 recorded a continued upward trend in the growth of Polish food exports1. According to preliminary data, the value of food exports reached EUR 4.023 billion, of which nearly a third of all goods was sold to Germany and the UK. Fig. 1. The largest importers of Polish foodstuffs in the 1st quarter of 2019 2018

Paweł Witkowski, Senior Specialist Department of Trade and Services Statistics Poland

Food exports in the first quarter of 2019 was higher by 15.2% compared with the previous year, and its growth was higher by a total of 8.5 percentage points than the increase in total exports of commodities. After the previous year’s drop (by 6.6%), there was a significant increase (by 33.5%) in the category of cocoa and cocoa preparations, where the main recipients included Germany (EUR 81.3 million, i.e. an increase by 28.3% in comparison with the previous year), the United Kingdom (EUR 68.2 million, i.e. growth by 9.6%) and the Netherlands (EUR 39.3 million, i.e. an increase by 79.5%). The largest purchasers of industrial tobacco and tobacco substitutes, the total sales of

Country

Value (m. EUR)

1st quarter 2018 = 100

2019 1st quarter Structure %

Germany

801.0

106.4

21.6

19.9

United Kingdom

509.3

132.2

11.0

12.7

Netherlands

284.2

127.9

6.4

7.1

France

247.4

130.9

5.4

6.1

Italy

211.6

125.2

4.8

5.3

Czech Republic

183.6

107.9

4.9

4.6

Hungary

122.1

116.3

3.0

Romania

120.4

114.7

3.0

Belgium

114.5

107.6

3.0

2.8

Russia

107.9

114.8

2.7

2.7 Source: Statistics Poland

which increased by 21.3%, included Germany, the Netherlands, the UK and Italy. The leader in purchases of beverages, spirits and vinegar, with total exports having increased by 11.3%, was France (EUR 31.3, i.e. an increase by 10.4%).

Growth in sales was recorded for the categories: preparations of vegetables, fruit, nuts or other parts of plants – by 8.7%, and preparations of cereals, flour, starch or milk; pastrycooks’ products – by 8.0%. Germany was the largest importer of goods covered by these cat-

Foodstuffs included products comprising Section IV of the Combined Nomenclature (CN), i.e. prepared foodstuffs; beverages, spirits and vinegar; tobacco and manufactured tobacco substitutes.

FoodfromPoland

03/2019

STATISTICS

egories, with purchases worth EUR 77.2 million and EUR 124.7 million respectively, whereas these values were lower than the year before (by 19.9% and 2.7% respectively). Higher exports than the year before were recorded for preparations of meat, of fish or crustaceans, molluscs or other aquatic invertebrates (by 7.2%); in this category, sales to the UK amounted to EUR 127.5 million (an increase by 11.0%), while for Germany, the value was EUR 101.2 million (an increase by 2.2%). A rise in exports of sugars and sugar confectionery reached 2.1%. The highest sales were recorded for Germany and Romania (EUR 37.5 million euro and EUR 16.8 million respectively). Among items of most importance in food exports, the highest increase was record-

ed in sales of such goods as chocolate and other food preparations containing cocoa (EUR 419.2 million, i.e. an increase by 35.5%) as well as sugar confectionery (including white chocolate), not containing cocoa (EUR 99.7 million, i.e. an increase by 30.7%). Exports of fruit juices amounted to EUR 150.5 million (i.e. an increase by 15.2%); of sauces and preparations thereof – EUR 93.5 million (i.e. an increase by 13.2%), of waters, including mineral waters and aerated waters – EUR 106.5 million (i.e. an increase by 11.3%), of bread, pastry, cakes, biscuits and other bakers’ wares – EUR 404.2 million (i.e. an increase by 7.6%). A decline in exports was observed for such items as cane or beet sugar and chemically

pure sucrose, in solid form (by 26.7%, i.e. to EUR 60.9 million), vegetables prepared or preserved other than with vinegar or acetic acid, not frozen (by 4.4%, i.e. to EUR 51.6 million). Trade with the top ten trade partners of Poland on the part of food exports accounted for 67.2% (compared to 65.8% in the 1st quarter of 2018). The share of Germany dropped by 1.7 pp. compared with the previous year; a lower share was also recorded for the Czech Republic (by 0.3 pp.) and Belgium (by 0.2 pp.). On the other hand, a considerable increase of the share in the structure of Polish exports was recorded by the UK – 1.7 pp., the shares of the Netherlands and France (0.7 pp. each) as well as Italy (0.5 pp.) were also higher than the year before.

858.4

Fig. 2. Exports of goods by divisions of Section IV of the CN Classification (in million EUR)

1st quarter of 2019

178.4

174.8

200

224.8

202.0

374.2

317.0

404.2

301.7

432.4

443.7

300

323.8

400

413.9

500

517.9

450.3

600

1st quarter of 2018

648.5

700

600.6

800

707.6

900

100 0 Tobacco and manufactured tobacco substitutes

Preparations of cereals, flour, starch or milk; pastrycooks’ products

Miscellaneous edible preparations

Preparations of meat of fish or crustaceans, molluscs or other aquatic invertebrates

Cocoa and cocoa preparations

Residues and waste from the food industries; prepared animal fodder

Preparations of vegetables, fruit, nuts or other parts of plants

Beverages, spirits and vinegar

Sugars and sugar confectionery

Source: Statistics Poland

03/2019

FoodfromPoland

STATISTICS

Dairy products from Poland â&#x20AC;&#x201C; a brief history of export success

Polish exporters have many reasons to be proud. In 2018, they broke another record by achieving the highest revenues in history from Polish agri-food exports. The export value amounted to EUR 29.7 billion: 7% higher than in 2017 and almost six times higher than in the year of Polandâ&#x20AC;&#x2122;s accession to the EU (2004). Trade figures from the first half of 2019 are also optimistic and forecast a new record.

These results show that Poland is one of the most dynamically developing National Support agri-food markets in the Centre for Agriculture world. This is a joint success of many industries that seized their opportunity by adapting to the strict EU market standards and also decided to enter third markets. An example is the Polish dairy industry, which has overcome the gap separating it from its EU competitors so as to become a major player in the European and global markets.

KOWR

Fig. 1. Geographical structure of Polish dairy exports in 2018. Czech Republic

THE TRANSFORMATION OF THE POLISH DAIRY INDUSTRY The Polish dairy industry underwent a transformation after the accession of Poland to the EU. As a result, farms were modernised and dairy processing was upgraded using EU funds. After the accession, a significant increase in the productivity of Polish dairy farms was recorded, including the increased milk yield of dairy cows. The production of milk and dairy products became concentrated, which translated into economies of scale. Purchasing of milk in Poland after 2005 increased by 3 billion litres, i.e. by 35%, and

FoodfromPoland

03/2019

boom also contributed to the development of Polish companies delivering specialised technologies, devices, equipment and means of production at each stage of the production of milk. Currently, Poland has one of the most modern dairy industries in Europe, and Polish milk processors are among the leading major

the average growth rate of milk deliveries in Poland at that time was two times faster than that observed in the EU. The increase in purchasing of milk resulted from the higher demand for raw material from the developing processing industry. In the years 2005-2018, the revenues of companies involved in milk processing rose by 87%. The dairy industry

Netherlands

United Kingdom

Germany

22%

Other countries

Italy

13%

EUR 1.75 billion

EUR 2.24 billion

CIS

Slovakia

Romania

Saudi Arabia

China

Algeria

78%

Lithuania

Other EU countries

Hungary Bulgaria Spain

France

Source: study by the Analysis and Strategy Office of the National Support Centre for Agriculture based on the preliminary data from the Ministry of Finance

STATISTICS

POLISH MILK TASTES GOOD IN THE WEST AND IN THE EAST The Polish dairy industry generates significant production surpluses, as a consequence of which one third of the dairy products produced in Poland is exported. In 2018, the share of dairy products in the commercial structure of Polish agri-food exports was 8%, while the export value of these products reached the highest level in history at EUR 2.24 billion. Poland is ranked fifth in the EU and thirteenth in the world as a producer of milk, and tenth in the world as an exporter of milk. It also occupies a leading position in the EU as a producer of dairy products – fourth in the EU in the production of skimmed milk powder, fifth with regard to the production of milk, cheese and curd and sixth in the production of fresh dairy products (fresh milk, buttermilk, cream for direct consumption, kefir, etc.). Polish ripened cheeses are enjoying growing popularity; they meet global standards and are appreciated mainly in the Western European countries having rich cheese-making traditions, such as the Netherlands, Italy and Germany. Other Polish export hits include whey and ice cream. Products exported in 2018 were sent to 86 countries – both to EU consumers (78% of the Polish dairy exports in total) and to non-EU countries. The major customers of Polish dairy products were Germany (23%), the Netherlands (8%) and the Czech Republic (7%). As regards non-EU countries, Polish products went to Algeria, Saudi Arabia and China among others. The export of dairy products to China is characterised by a high export growth rate.

2003 2004 2005

2006

2007

2008 2009

EXPORT

2010 2011 2012 2013 2014

IMPORT

14,2

15,4

20,0

2015 2016 2017 2018

10,4

10,0

19,3

27,8

29,7

Fig. 2. Polish foreign trade in agri-food products in the years 2004–2018 and in the period of I-VI 2019

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

agri-food companies in Poland. Milk processing in Poland is dominated by cooperatives with majority Polish capital, which acquire raw material directly from farmers whose farms are located mainly in the central-eastern part of the country. This region is characterised by exceptional environmental conditions – a high level of naturalness and the cleanest air in Poland. Polish dairy companies use the best raw material, while focusing on food safety, technological progress and innovation in processing. They offer a wide range of top-quality products at competitive prices, thus creating one of the most valuable brands in the Polish food market. The above-mentioned factors translate into the high production and export results achieved by the Polish dairy industry.

I-VI 2018

I-VI 2019

BALANCE

Source: study by the Analysis and Strategy Office of the National Support Centre for Agriculture based on the preliminary data from the Ministry of Finance

This country is considered as one of the most promising export destinations for Polish agri-food producers. According to the Polish Chamber of Milk, over the last six years, the export of dairy products from Poland to China has increased more than seven times. Milk and cream, uncondensed and with no added sugar, prevail in the commodity structure of Polish agri-food exports to this country. In 2018, sales of these products amounted to 33 thousand tonnes, i.e. 50% more than in 2017. Whey powder is also an export hit. In 2018, China was the second largest customer of Polish whey, right after the Netherlands. Poland exported to China 32 thousand tonnes of whey powder which accounted for about

15% of the entire export volume of that product from Poland. Polish cheeses, mostly processed, and yoghurt have also become increasingly popular in China.

WILL ANOTHER EXPORT RECORD BE BROKEN? The results of trade for the first half of 2019 show that the positive trend is being maintained, both in the case of Polish exports of all food products and of dairy products alone. According to the preliminary data provided by the Polish Ministry of Finance, in the first half of 2019 the export value of agri-food products from Poland was EUR 15.4 billion and increased by 8.5% in relation to the same

Fig. 3. Geographical structure of the Polish agri-food export from January to June 2019 United Kingdom

Netherlands

Germany

23%

Italy

USA

Other countries

11%

France

EUR 12.6 billion

EUR 15.4 billion

Czech Republic

CIS

Hungary

Belgium EU

82%

Other EU countries

10%

Romania Spain

Denmark

2% Lithuania Slovakia 2% 2% 2%

Source: study by the Analysis and Strategy Office of the National Support Centre for Agriculture, based on the preliminary data from the Ministry of Finance.

03/2019

FoodfromPoland

STATISTICS

The KOWR supports Polish producers from the dairy industry

2016

1174

2015

1147

2179

1914

1593

2012

1650

1447

2011

943

1000

1208

1500

1397

2000

1717

2500

2249

Fig. 4. Export value of dairy products* from Poland (in million EUR)

I-VI 2018

I-VI 2019

500 0

2009

2010

2013

2014

2017

2018

* codes CN 0401, 0402, 0403, 0404, 0405, 0406, 2105, 350110 Source: study by the Analysis and Strategy Office of the National Support Centre for Agriculture, based on the preliminary data from the Ministry of Finance.

period in 2018. If this increase is to be maintained also in the second half of 2019, we may expect the export value of Polish food to exceed the EUR 30 billion mark. In the first half of 2019, 82% of Polish agri-food products were sent to EU countries, whereby the export value of these products to EU countries increased by 7% in relation to the comparable period of 2018. In addition, an increase of 17% was noticed in the export value of these products to other countries, including the United States, which keeps its position as the primary customer of Polish food among the non-EU countries. The export value of dairy products from Poland in the first half of 2019 was EUR 1,174 million and was more than 2% higher than in the same period of 2018. A significant increase may be observed in the case of Polish milk, cream and ice cream. At the same time, revenues from the export of butter were limited. Polish dairy products in the first half of 2019 were sent mostly to EU countries. One quarter of Polish exports of these products was exported to non-EU markets, such as China (3% in the geographical structure of export), Algeria (2%) and Saudi Arabia (2%). There was a significant increase in the export of these products to Mexico (a record-breaking increase in value of 3,784% in relation to the comparable period of 2018), Ukraine, Indonesia and Japan. The 30% increase in the export value to China is also significant. In the first half of 2019, the export of dairy products to that country amounted to EUR 34 million. It is worth mentioning that China was the second biggest (after Germany) customer of Polish liquid milk. The European Commission’s forecasts for the years 2018-2030 point to an increase in the

FoodfromPoland

03/2019

global consumption of fresh and processed dairy products, as well as to an increased demand for traditional dairy products from the EU. What is particularly forecast is an increase in the interest in products with value added, such as organic products, which are included in the products offered by Polish producers. Exports of cheese, whole and skimmed milk powder and whey powder are set to increase by about 330 thousand tonnes (in milk equivalent) per year. All indications are that Polish producers of dairy products may look to the future with reasonable optimism.

Even the best products need support with regard to promotion in international markets. The promotion of Polish food and support for Polish agri-food exports are the job of the National Support Centre for Agriculture (KOWR). The tasks of the KOWR include organising economic missions and study visits of companies, facilitating cooperation among Polish and foreign agri-food business operators, organising national stands under the “Poland Tastes Good” banner at international fair events, and more. The KOWR analyses market conditions so as to give the best response to the needs of the Polish agri-food sector, including the dairy industry. In 2019, the banner carries out activities in 16 international markets. The activities planned for 2020 cover 22 markets and will be carried out in Germany, China, Vietnam and Saudi Arabia among other countries. If you wish to know more or to enquire about working with us, you are kindly invited to contact us by e-mail eksporter@kowr.gov.pl. Author: Anna Artemiuk-Błaszkiewicz, Senior Specialist in the Export Support Department of the National Support Centre for Agriculture (KOWR)

For many years, the Regional Dairy Cooperative in Łowicz has been selling its products to foreign markets. Currently, we deliver our products to more than 50 countries in the world. We are gradually penetrating markets where we have managed to establish a presence. Last year, exports accounted for 17% of all sales revenues of the Cooperative; today this amount is 30%. The mainstays of export sales are the following: UHT milk, rennet cheeses, unripened cheeses in the form of Euro blocks of 15 kg, sweet whey and buttermilk powder. In the case of milk in aseptic cartons, the main country of destination is China. This market is characterised by its huge potential and if we are to exist there, our products must be of consistently high quality. An additional aspect resulting in the intensified interest in Polish dairy products is the political and economic tension between China and the United States. In addition to the Chinese market, we are also present in other Asian markets – in South Korea, Vietnam, and Singapore. Not only milk is imported from us by Asian customers. We receive a growing number of questions regarding double cream and “on the go” products – yoghurt drinks in containers enabling their easy and convenient consumption. Unfortunately, the most important barrier for Polish dairy products in Asian markets is transit, which takes 45 days by sea. Transport by air is very expensive. A new alternative may be transport by rail. Recently, Russia has allowed for transit of Polish products by rail – this solution is more expensive than transport by sea; however, in the case of perishable products it may prove to be the right solution. Author: Szymon Makoś, Export Manager in the Regional Dairy Cooperative in Łowicz

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 to create trade opportunities of mutual beneﬁt. Feel free to contact us at: eksporter@kowr.gov.pl.

Plan of foreign promotional activities of the KOWR for 2020

No.

Date

Country

City

Event

17-26.01.2020

Germany

Berlin

International Green Week Berlin “Grüne Woche”

28-31.01.2020

Germany

Essen

IPM- ESSEM

02-05.02.2020

Germany

Cologne

ISM Cologne

12-15.02.2020

Germany

Nuremberg

BIOFACH

16-20.02.2020

UAE

Dubai

GULFOOD

10-13.03.2020

Japan

Tokyo

Foodex Japan

31.03-03.04.2020

Singapore

Food & Hotel Asia *

15-17.04.2020

China

Shenzhen

Anufood China

20-23.04.2020

Czech Republic

Brno

SALIMA

13-15.05.2020

China

Shanghai

SIAL China *

16-22.05.2020

Serbia

Novi Sad

Novi Sad International Agricultural Fair

19-22.05.2020

South Korea

Seoul

Seoul Food & Hotel

26-30.05.2020

Thailand

Bangkok

THAIFEX

17-20.06.2020

Taiwan

Taipei

FOOD TAIPEI

13-15.08.2020

Vietnam

Ho Chi Minh City

Vietfood & Beverages

August 2020

Slovakia

Nitra

Agrokomplex

23-25.09.2020

India

Mumbai

Annapoorna Anufood India

18-22.10.2020

France

Paris

SIAL PARIS

October/November 2020

Saudi Arabia

Rijad/Jeddah

Saudi Agriculture/Foodex Saudi

October/November 2020

Romania

Bucharest

INDAGRA

November 2020

Belarus

Minsk

Prodexpo

November 2020

Israel

Tel Aviv

Israfood

November 2020

Sweden

Malmo

Nordic Organic Food Fair

November 2020

Indonesia

Jakarta

Sial Interfood

Plan of foreign promotional activities of the KOWR for 2020

* The KOWR will only organise the information-promotional stand of the promotion programme for Polish food specialties (BPP-POIR)

INTERVIEW

The greatest value of our products is MILK On the dairy market in Poland and worldwide, global nutritional trends, and the greatest export-related challenges – an interview with Małgorzata Cebelińska, Sales Director at Mlekpol Dairy Cooperative.

What international successes have you recently recorded? Mlekpol is one of the largest dairy product exporters in Poland, concerned with constant development of exports of the produced goods as a part of its operations. We are present in most European as well as Asian, African, North American, and South American countries. Our greatest success is the recognition of the MLEKPOL brand and very good reputation among demanding customers in many countries importing dairy products worldwide. This year’s success is the increase of sales of UHT milk outside Poland, including exports to China, surpassing the exports of powdered milk that had previously been predominant on that market. In spite of logistic difficulties, we are proud of the sales of our butter (with its unique taste advantages) and whipping cream to Asian countries. In Europe and beyond, Mlekpol mozzarella has already been a well-known product and it competes with other goods made by producers of well-founded position. We are appreciated on markets where we benefit from organized distribution of products, largely under our own brands, such as Łaciate, or Happy Barn or Milcasa, created for the purposes and with regard to the specific nature of different foreign markets.

What challenges on individual markets are currently faced by dairy product exporters?

FoodfromPoland

03/2019

Food is among the most dynamically developing sectors of interstate trade exchange. Mlekpol is a leader of exports in the food industry and also often a pioneer of trade cooperation with individual countries. The clash of expectations and cultural differences often results in a longer time needed to become familiar with those markets and partners, so the potential of the market is not fully utilized. Completely different problems are related to the European Union countries where protectionism and protection of domestic producers are not uncommon, despite free movement of goods. Yet the farther you go from Europe, the more complicated registration procedures and internal regulations you encounter. In order to fully utilize the available potential, Polish food exporters require a coherent, jointly developed and consistently implemented strategy of economic cooperation between the Polish state and individual countries. Mlekpol tries to be present at the largest events and trade fairs of the global food industry, but it also needs systemic support and involvement as a part of trade exchange between states.

Transportation of dairy products to distant countries is not easy. How does Mlekpol handle this challenge? Transportation of dairy products is difficult and very important in the entire process of delivery to the end customer. In this regard, we only cooperate with proven shipowners and carriers who guarantee top-level provision of their services. Moreover, we utilize the knowledge and involvement of our material and packaging suppliers in the implementation of technical and technological solutions; for instance, in case of UHT milk, such solutions have allowed us to prolong its durability date up to 1 year. Thanks to this solution, our Łaciate milk has reached the most demanding markets in this regard without any risk of product quality deterioration during prolonged storage. Unfortunately, exports of fresh products, with short durability, is impossible today, due to the time and costs involved, which makes our export offer limited to products with at

least several months’ durability. Fortunately, the list of such products is not short either, and contains such essential goods as cheese, processed cheese, butter, flavoured milk, UHT creams and other.

What trends are currently present on dairy markets in individual countries? Are they similar? How do Mlekpol products fit in with such trends? Nutritional trends are global. Consumers wish to eat natural, tasty and healthy products. With new technologies and quick access to information, the interest in selected dairy product categories results exclusively from the specific nature and eating habits in individual countries. From the viewpoint of the food pyramid, dairy plays a crucial role in the diet of a healthy person. We notice that customers interested in Mlekpol products pay special attention to the origin and naturalness of the product. Our greatest value is milk, serving as a basis for the production of every dairy product. It comes from the cleanest regions of Poland, acquired from trusted and proven suppliers, and the Cooperative employees comply with the rigorous control procedures at each stage of processing. Another significant trend from the viewpoint of functionality is the type and shape of dairy product packaging. We respond to the interest in “on the go” packaging enabling you to supplement your diet with healthy and nutritious dairy products “here and now”. Another trend is related to the consumers’ growing interest in ecology and sustainable acquisition of products. The farms of Mlekpol suppliers are dominated by natural, pasture-based grazing of cows, and some of our suppliers have joined the ecologic milk production programme we propagate among our Cooperators. Our actions, as well as observation of the market and consumer needs, are supported by the Institute of Dairy Industry Innovation, established by Mlekpol; its activity enables development and quick implementation of the best nutritional solutions of our products. Thank you

MLEKPOL Dairy Cooperative in Grajewo is the largest milk and dairy producer in Poland and one of the twenty largest milk processors in Europe. ICELAND

The mission of MLEKPOL is production and sale of high quality natural dairy products that meet the expectations of consumers.

NORWAY FINLAND SWEDEN NORTH SEA

DE NM AR

LATVIA

BELARUS UNITED KINGDOM

BELGIUM

GERMANY

POLAND UKRAINE

CZECH REPUBLIC SLOVAKIA

AUSTRIA FRANCE

SWITZERLAND

VA DO OL M

HUNGARY

ROMANIA

EN SLOV

ITALY

CROATIA BOSNIA AND HERZEGOVINA

SERBIA

SPAIN

ALBANIA

BULGARIA

PORTUGAL

The cooperative owns many highly-valued brands such as: Łaciate, Milko, Mazurski Smak, Maślanka Mrągowska, Rolmlecz, Mleko Zambrowskie, Mlekpol, Białe, Milatte and Mleczarnia. All the products are manufactured in 12 modern and highly specialized production plants in Poland.

LITHUANIA

IRELAND NE TH ER LA ND S

All MLEKPOL products are made of milk coming from farms from Podlasie, Warmia and Mazury - the cleanest regions of Poland. For their products MLEKPOL uses only milk from cows fed with GMO-free feed.

RUSSIA

ESTONIA

BALTIC SEA

A DONI MACE

GREECE

The most recognized MLEKPOL brand is Łaciate, which in Poland became a synonym of the word ‘milk’. Łaciate milk reaches customers worldwide. Łaciate products cover milk, cream, sour cream, butter and cream cheese. Consumers also appreciate other MLEKPOL products such as dutch and maasdam type cheese, mozzarella, butter and fermented products. The entire offer of MLEKPOL consists of over 400 products that are delivered to modern store chains, traditional shops, B2B channels and HoReCa. 30% of all Cooperative's production is being exported outside EU. Products of MLEKPOL are also known in China, the United States, Israel, Algeria, Indonesia and the Philippines. In 2019 MLEKPOL will complete the construction of the largest powder plant in Poland and one of the largest in Europe - the Production Plant of Powdered Dairy Products in Mrągowo. Following this investment MLEKPOL will expand its offer of dairy powder products with whey powder permeate, wpc, mpc, fat filled milk powders and instant milk. MLEKPOL consequently develops its product lines basing on market needs. Customers and consumers appreciate the quality of products and stability of cooperation provided by MLEKPOL Dairy Cooperative in Grajewo.

INTERVIEW

Our products are eagerly purchased in European countries An interview with the Sales Department Manager – Marek Maciejewski – about the development of export sales, new outlets and the offer of Sertop. The development of export sales allows us to constantly increase our sales and to develop. Our products are frequently purchased in European countries characterized for many years by high processed cheese consumption: the Czech Republic, Slovakia, Romania, the

Many years of experience has allowed you to create a wide range of products. Please tell us about the company’s portfolio. SERTOP Sp. z o.o. is a company with more than fifty years of tradition and one of the largest processed cheese producers in Poland. Currently, our offer includes processed cheese in a wide assortment of formats and flavours, a wide offer of processed vegetable fat products, as well as traditional products dedicated to the local market, i.e. fried cheese. Processed cheese is offered in traditional 100 g cubes, 100 g blocks, 140 g and 280 g wheels, as well as 130 g slices. We offer processed products in 100 g cubes as well as 140 g and 280 g wheels. Fried cheese, on the other hand, is available in 170 g and 200 g cups as well as 2 kg blocks. Our full offer for retail trade and the HoReCa market can be found on our website: www. sertop.com.pl. Please visit us.

Which export directions are the most popular?

FoodfromPoland

03/2019

SERTOP is a company with more than fifty years of tradition and one of the largest processed cheese producers in Poland.

Balkan countries have already been our prominent outlet for processed products, as well as processed cheese, for several years. The Iraqi market has become a very important and promising one, with its processed cheese consumption constantly on the rise.

That’s it, please tell us about the potential of this direction. This is a very prospective market with much potential. Societies of that part of the world are very eager to buy processed cheese and vegetable fat products, the consumption of such goods reaches a very high level; there-

fore, we decided to find our place on this market. Our products have been available in Israel for many years, and currently, we have started deliveries to the Iraqi market. It is no secret that the political and economic situation in that region still remains very far from stable, yet cooperation with our partners gives us hope for constant development. Additionally, the Halal certification requirements generate certain restrictions, but this does not discourage us from developing our activities.

What percentage of your production does reach foreign markets and what products are available to foreign consumers? Currently, the share of export sales in our total sales volume exceeds 40%. To export markets, we offer our traditional products, available on our shelves, but we also have adapted our offer to specific markets and are constantly working on maintaining the high level of our offer to our partners in those countries. We can consider the presence of the Sertop brand on the Balkan, Israeli and Iraqi markets and the very positive evaluation of our quality at attractive prices to be our successes.

Do you intend to enter new markets? The development of export sales allows us to increase the sales steadily and to develop ourselves. Currently, we are working on the introduction of our new products to export markets. The dynamics of our export sales records a satisfactory value. We hope this trend will be maintained in the following year. Thank you.

INTERVIEW

A trustworthy brand

It should be kept in mind that the FMCG sector is more than the stores visited by customers every day. It also includes the incredibly difficult logistic undertaking – import and export as well as safe transportation of goods; first to a warehouse and then to a store. Brand Distribution is one of the Polish leaders in this area of business. On the difficulties posed by this job, we talk with Wiktor Sawosz, President of the Board.

people and their common effort are the foundation of our success. Despite many years of development and a large scale of operations, we are a company with Polish capital and we remain faithful to family values that have accompanied us since the very beginning.

How will the further development of Brand Distribution be supported? Innovations, investments, or maybe a new company strategy? What is the recipe for the company’s success?

What is the potential of Brand Distribution and what makes you stand out among your competitors? Brand Distribution Group has already been operating on the FMCG market for more than 26 years. Over such a long time, we have seen many changes taking place in the worldwide and European economy; not only have we survived but have also recorded growth during the recent global economic crisis ten years ago. Many years of activity in the ever-changing business environment has brought enormous experience we wish to share with our partners and contractors. We were one of Poland’s first companies involved in FMCG trade and exports on such a large scale, and our market position has only strengthened over the years. Therefore, it is safe to say we stand out among many new companies of a similar operation profile, not only with our experience but with the safety and stability we can offer

FoodfromPoland

03/2019

to our partners. Brand Distribution Group is a recognized brand in the FMCG environment, associated with high quality products and services. It took many years of consistent operation and even more hard work to get there, so we are all the more concerned with maintenance of high standards. We are involved in both the export and distribution of many well-known global brands on the Polish market – among others, we are the official distributor of such goods as Huggies diapers, German Dalli detergents, or Kopiko coffee beverages. Our customers, both domestic and international, include chains of brick-and-mortar stores, online stores, wholesalers, cash & carry wholesalers, distributors, as well as independent importers. Among its competitors, Brand Distribution Group also stands out with the wide range of assortment, orientation to constant development, and a highly qualified expert team. The

Along with the new market trends and changes, we strive to evolve steadily and to adapt to the changing conditions. The companies that do not advance go back and their chances of survival in a highly competitive environment are scarce. Over the years, I have seen the emergence and disappearance from the market of many companies with a profile similar to ours. The path of constant development with unceasing orientation to customer needs brings effects and we intend to continue this. When we were starting our operations many years ago, the majority of our trade portfolio and our source of profits was trade in household chemicals; today, most of our turnover is generated by trade in foodstuffs, such as confectionery, ice cream, or beverages. We have to be open to changes. As a company, we do not perceive changes as problems – we are ready for new challenges, we are not afraid of them and we see them as opportunities for development. The necessity to be innovative and to put additional effort is a natural market-regulating mechanism.

INTERVIEW

This year, we put even more emphasis on the promotion of products from the bio/ eco category. Our strategy, and also our mission, is to offer products capable of bringing new, better quality into the life of consumers worldwide. We believe people want to live on a good level, in harmony with nature and with themselves. Currently, we have branch offices in England, Germany and Spain, but we also plan to open new branches in other countries, so that the range of our operations could be even broader, so we could be even closer to our foreign contractors and partners. We believe this is the key if we wish to have a positive impact on the life of people abroad.

Many years of your experience has allowed you to create a wide range of products. Please tell us about the company portfolio. Brand Distribution Group trades in a wide assortment of FMCG from such categories as: household chemicals, cosmetics, beverages, confectionery, snacks, ice cream, coffee and tea. We work not just with products by well-known global companies but also with those by lesser producers, representing a unique value. Our portfolio is constantly expanding. In the era of globalization and economic boom, new interesting, innovative products continue to emerge on the market and we try to constantly keep track of the situation. We are concerned with being up-to-date, watching the market trends and noticing novelties that might be interesting to our customers. Despite global operation and acquisition of commodities from sources throughout the European Union, we are particularly concerned with the development of cooperation with Polish producers. We believe in the quality of Polish products and our philosophy involves the intent of the strongest possible support to the domestic economy. We wish to support the development of other Polish enterprises and to promote Polish products outside the EU.

Which countries are most strategic to the company? Do you plan expansion into new foreign markets? At the beginning of operations of Brand Distribution Group in the 1990s, most of our customers came from the former Eastern

Bloc countries. Currently, our activity is fully global – last year, we exported products to 78 countries worldwide. With our broad product portfolio, I believe there can be a niche on every market we could help our contractors to fill by offering products they are interested in. The task of Brand Distribution Group is to find a solution that will answer our business partners’ market needs and to offer them this solution. Trying not to ignore the potential of any market, we have recently put more emphasis on the development of cooperation with customers from more geographically remote destinations – we are successfully developing cooperation with and supplying products to contractors from North and South America as well as Asia.

Transportation of products to distant countries is not easy. How does Brand Distribution handle this task? In this case, the key to success is cooperation with reliable carriers as well as the dedication and professionalism of our team responsible for the preparation and coordination of shipments, even to the most remote parts of the globe. The Export Department of Brand Distribution Group is a team of committed professionals responsible for specific markets. Our experts have profound and practical knowledge of the nature of a given market, locally applicable legal regulations, as well as the procedures necessary to carry out exports. This enables them to support our contractors and partners with knowledge and experience. The export process is supported by the Transport Department and Customs Department, both of them functioning within the Brand Distribution Group and staffed by highly qualified specialists. They know well what shipment to individual countries involves, what criteria have to be met and what actions should be taken to avoid potential complications typical of a specific destination. I would also like to mention that shipments to distant countries require appropriate preparation of the cargo so it would not be damaged during maritime, rail or road transport which often takes several weeks. Our warehouse personnel have the knowledge and experience in this regard, which makes the cargo

they prepare appropriately secured each time. To sum up the answer to this question: the know-how, professionalism and commitment of our team help us avoid many unpleasant surprises and complications.

What benefits could be expected by companies that wish to cooperate with you? We can offer full partnership relations to companies that decide to cooperate with us. We care for the transparency of our operations and for business based on the “winwin” principles. For 26 years, we have been involved in the export and foreign promotion of Polish FMCG products. Every company interested in cooperation may expect us to share our experience and knowledge for the sake of development of the common business. To potential producers and suppliers, we can offer: the possibility of the promotion of their products on export markets (those on which we operate); bringing their products to customers in the most remote parts of the globe; promotion of products as a part of our portfolio at industry fairs; customer contact and export process coordination by experts employed at Brand Distribution Group, having many years of experience and proficient in many foreign languages. Potential customers can count on receiving an offer for both products of well-known global brands and unique goods by lesser-known producers. We can consolidate a broad assortment of products from different, often distant countries, and prepare them for shipment in a single vehicle or container. What we offer to our partners on the standard basis is development of complete export documentation, provision of necessary certificates, as well as an option to carry out transportation to the country of destination. If required, we draw up declarations (stickers) in the official language of a given country and place them on the product. Both on the part of purchase and of sales, the contact takes place in a maximally individualized manner, strongly oriented to the needs of the other party and with intermediation of our highly-qualified specialists. We are concerned with provision of high-quality service in order to facilitate all of our partners’ business operations as much as possible and so they could enjoy cooperation with us in security. Thank you for the interview.

03/2019

FoodfromPoland

COMMENTARY

Mintel’s Global Food and Drink Trends 2019

Mintel predicts that modern takes on sustainability, health and wellness, and convenience will be reshaping the food and drink industry throughout 2019 and beyond.

Honorata Jarocka Senior Food and Drink Analyst, Mintel

2019 GLOBAL FOOD AND DRINK TRENDS AT A GLANCE: Evergreen Consumption: A circular view of sustainability that spans the entire product lifecycle requires action from suppliers to consumers. Through the Ages: Food and drink will build on today’s dialogue about wellness and transition into more solutions for healthy ageing. Elevated Convenience: To match the premium expectations of consumers in the on-demand age, convenience food and drink will get an upgrade.

EVERGREEN CONSUMPTION The definition of sustainability is extending to encompass the entire product lifecycle. From farm to retailer to fork to bin and, ideally, to rebirth as a new plant, ingredient, product or package, this 360-degree approach will ensure resources are kept in use for as long as possible. The movement towards circularity as the new sustainability will require collaboration between suppliers, manufacturers, governments, non-profits, retailers and consumers. A seismic shift in how consumers think about plastic is underway, with bio-based packaging materials set to be a key component to the next generation of responsible packaging. In 2019 and beyond, sustainability efforts will include not only improving access to recycling, but incentivising consumers to recycle packaging and offering upcycled goods. At the same time, efforts to improve air pollution, support plant welfare, restore soil health and embrace regenerative agriculture will emerge as crucial elements of holistic sustainability

FoodfromPoland

03/2019

programmes that are important to companies and consumers alike. According to Mintel’s data, in the UK, 44% of adults who had bought drinks in the three months to February 2018 agree concerns over waste have caused them to limit the amount of drinks in plastic bottles that they buy. Meanwhile, in Poland, 46% of respondents claim that environmentally-friendly packaging is worth paying more for.

THROUGH THE AGES Preparing oneself for a longer, healthier lifespan is particularly relevant as consumers prioritise health and wellness as a holistic, proactive and ongoing pursuit. Longer lifespans present significant opportunities for food and drink manufacturers to take inspiration from the beauty industry, which has successfully established a model for healthy ageing by designing proactive products that are marketed with positive language to people of all ages. Specific to the world’s diverse senior populations, their needs can be addressed through food and drink for medical purposes, as well as products designed for prevention, with formulations that are nutritious, flavourful and easy to consume. Yet as humans are living longer, more food and drink can be formulated to address concerns from people of all ages about bone, joint, brain and eye health as well as other age-related health concerns. In the US, 20% of adults aged 65+ currently use a supplement for joint health, whereas around half of consumers aged 55+ in Poland and Italy use functional food and drink to maintain a healthy heart.

ELEVATED CONVENIENCE From breakfast to dinner, a new generation of modern convenience food and drink is emerging as manufacturers respond to rising healthy eating priorities, quests for foodie-inspired flavours, interests in personalisation and competition from

speedy delivery services. Looking ahead, a new wave of shortcuts will be available, offering new conveniences such as the expansion of individual meal kits sold at retail, foodservice-inspired packaged beverages and a new generation of prepared meals, sides and sauces that emulate the flavours and formats of restaurant meals. Premium, fresh and healthy convenience food and drink are becoming essential as more people consider themselves to be “foodies”. The term “foodie” is often a self-adopted nickname among people who are driven to try new food and drinks, and also often expect high quality ingredients, flavours and formats. For example, a little more than half (52%) of US adults consider themselves to be “foodies”, which rises to 67% of US 18-34 year olds. Advancements in technology will also elevate the expectations of convenient food and drink options for consumers moving forward, from planning to shopping and preparation. For example, the speed of shopping is being addressed by new high-tech automated convenience stores, such as Amazon Go in the US and Take&Go in Poland. Moreover, interest in premium convenience will not be limited to dinnertime, creating opportunities for every meal, snack and beverage break.

ABOUT MINTEL Mintel is the world’s leading market intelligence agency, with offices in London, Chicago, Shanghai, Seoul, Bangkok, Belfast, Kuala Lumpur, Mumbai, Düsseldorf, New York, São Paulo, Singapore, Sydney, Tokyo and Toronto. Market intelligence is what sets us apart and what defines us as a brand – literally in fact: when the company was founded in 1972 it took its name from an amalgamation of the two words. We have been defining and refining the market intelligence mix ever since, to offer our clients a unique perspective on the consumer landscape ahead and a clear roadmap to navigate it with.

INNOVATIVE SHOPFITTING SOLUTIONS

TURNKEY PROJECTS Realizacja pod klucz

Montaż i serwis

Linie oświetleniowe

STORE RACKS Regały sklepowe

Boksy kasowe

Elementy wolnostojące

Regały magazynowe

Nowoczesne technologie

Realizacja pod klucz

Wsparcie projektowe

Montaż i serwis

CHECKOUT COUNTERS Regały sklepowe

Boksy kasowe

Regały sklepowe

Boksy kasowe

Realizacja pod klucz Regały magazynowe

Elementy wolnostojące

Regały magazynowe

WAREHOUSE RACKS Boksy kasowe

Elementy wolnostojące

Regały magazynowe

Nowoczesne technologie

Elementy wolnostojące

Montaż i serwis

Nowoczesne technologie

Realizacja pod klucz

Wsparcie projektowe

Nowoczesne technologie

Linie oświetleniowe

Montaż i serwis

Realizacja pod klucz

Wsparcie projektowe

Realizacja pod klucz

Wsparcie projektowe

Montaż i serwis

Linie oświetleniowe

STAND-ALONE ELEMENTS Regały sklepowe

Regały magazynowe

Boksy kasowe

menty wolnostojące

Regały magazynowe

Montaż i serwis

menty wolnostojące

Montaż i serwis

Boksy kasowe

Elementy wolnostojące

Regały magazynowe

Nowoczesne technologie

Elementy wolnostojące

Linie oświetleniowe

Nowoczesne technologie

Regały magazynowe

Nowoczesne technologie

Elementy wolnostojące

Wsparcie projektowe

MODERN TECHNOLOGIES Elementy wolnostojące

Nowoczesne technologie

MANUFACTURING AND LIGHTING DESIGN

Wsparcie projektowe

Realizacja pod klucz

Nowoczesne technologie

Montaż i serwis

Wsparcie projektowe

Montaż i serwis

Linie oświetleniowe

Montaż i serwis

Realizacja pod klucz

Montaż i serwis

Realizacja pod klucz

Linie oświetleniowe

Realizacja pod klucz

Wsparcie projektowe

Realizacja pod klucz

Wsparcie projektowe

Nowoczesne technologie

Realizacja pod klucz

Linie oświetleniowe

O 360 around

customer needs

sales@mago.com mago.com

One of the largest food and beverages producers in Central and Eastern Europe

1.1 billion EUR Foreign sales account for 1/3 of the Group’s turnover.

SALES TO OVER

60 COUNTRIES 15 production plants and logistic centers in Poland and Europe

Maspex has completed 19 acquisitions, including 11 abroad and became: • 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 • The leader on the pasta market in Poland and the main pasta producer in Romania • The leader on the jam, ketchup and sauces market and the main producer in the segment of ready meals and vegetable products in Poland • The leading producer of instant products in Central and Eastern Europe

EMPLOYING ALMOST 7500 PROFESSIONALS

Product groups Juices, nectars, drinks and water

an Pas d c ta ere als

al tic nd eu a ac ns m tio ins ar ara am Phprep vit it

In pr sta od n uc t ts

fru

d ato anes s, tom le rv eal hes abrese dy m to dis t ge p , rea tives

Over 2000 items in Poland and abroad

s di jam , ad , s e cts uss odu o m pr

COMMENTARY

From stability to modernity With the persistent economic boom and growing retail sales, not only has the Polish FMCG product trade market stabilized but extensive modernization efforts in Polish trade have been undertaken.

Witold Nartowski Journalist

In the second decade of the current century, the Polish market of trade in food products, or, more broadly, FMCG, has taken on the features of maturity, simultaneously preserving its separateness in comparison with development of such markets in the adjacent countries. Let us recall that in the early 1990s, in the initial period of Poland’s political and economic transformation, the basis for these changes was the economic activity of the Polish people, unique against the European background. In effect, thousands of food wholesale companies and hundreds

FoodfromPoland

03/2019

of thousands of retail stores were created. When international trade corporations, such as Carrefour, Metro, Ahold, Auchan, or Casino came to Poland, the Czech Republic, Hungary or Slovakia in the middle of the decade, the Polish market took up the fight for preservation with a completely different structure of wholesale and retail trade than in Western European countries. Whereas international companies quickly seized almost 80% of the markets of Poland’s neighbours, a peculiar equilibrium could be maintained in Poland for almost 20 years – about a half of the market was still held by small entrepreneurs. This was the case for more than 15 years. It has only started changing recently, not necessarily due to the competition from foreign companies. This is rather an effect of changes occurring in trade, not just in Central and Eastern Europe but worldwide.

WHOLESALE FOLLOWS THE LEADER Of almost 10,000 food wholesale companies established – according to some estimates – in the first half of the 1990s, only several dozen significant ones have survived today and only a couple of those do not experience any problems. This part of the market has currently been dominated by the Eurocash Group which, focusing on cooperation with smaller trade outlets and having performed a range of spectacular investments over the recent years, has acquired more than 20% of the market and its leading position seems completely unthreatened. The company, self-describing as entirely Polish – which is true in the sense that it operates exclusively on the Polish market, even though there is Portuguese capital behind it – acquired its largest competitor, the Emperia Group, nearly twenty years ago, thus creating

COMMENTARY

its present-day potential. Currently, Eurocash is a supplier for several dozen thousand retail stores, including approx. 15,000 franchise outlets in trade chains with capital ties to this company. With its annual turnover well in excess of 20 billion zlotys, the company finds no worthy “opponent” on the Polish market and everything seems to indicate it will not find one. With regard to their scale of turnover, the following companies are unquestionably Makro and Selgros, even though the sales they generate are several times lower than those of the Polish-Portuguese potentate. Both companies are sellers of a cash & carry nature. Native Polish wholesalers have tried in vain to catch up with the leader. The relatively closest one is the Specjał Capital Group from Rzeszów, the only one that manages to reach the nationwide scale; however, its turnover is several times lower than those of Eurocash, currently getting close to 1.7 billion zlotys, with plans to reach 3 billion over the next 2 years. Specjał, just like Eurocash, builds its strength and position by creating a related franchise background, as well as by acquisition of both wholesale competitors and franchise chains. Other wholesale companies are characterized by a much lower scale than the ones mentioned above, both in terms of territory and the level of turnover. Additionally, many of them struggle with numerous problems of financial and organizational nature. Bać-Pol, which used to operate on a scale comparable to Specjał until recently, is clearly limiting the scope of its operations today. This is a consequence of both management errors and loss of significant customers, including, above all, the Alma chain that failed to settle its many liabilities towards Bać-Pol when it went bankrupt. Another significant wholesaler, Marol from Poznań, has closed more than a dozen branches, thus limiting its territorial scope of operations to areas with guaranteed profitability. Several dozen medium-sized wholesalers, including those associated in the MPT Group (an organization associating several prominent wholesale companies, providing them with favourable commercial conditions thanks to the purchase scale), are concerned with maintenance of their hitherto position rather than

Franchise chains have become the strength of traditional retailers. Supported by the largest wholesalers, they match other forms of retail.

with wider expansion. Most wholesale companies rather wish to retain their local market where they are strong and have a relatively firm or even predominant position. In this context, the wholesale market, as a matter of fact, seems organized today. There is a leader, several big players, as well as local companies, and no major changes are to be expected.

ORDERED RETAIL At the time when great international retail companies were entering Poland, there were more than 140,000 grocery stores operating on our market. There were concerns at the time that international capital would quickly “clean up” that market. However, it turned out not to be as easy as the managers had thought. Of course, competition made some small establishments disappear from the market, but not to such a wide scale as in the Czech Republic or Hungary. With the foresight of Polish retailers, their determination and the ability to act together, traditional trade managed to retain a strong position and to hold about a half of the market, in spite of reduction of the number of stores. At the turn of the first and second decade of the current century, more international companies (in terms of the scale of turnover) withdrew from the Polish market than retail stores collapsed. The Casino Group with its Géant hypermarkets has vanished, Ahold with Hipernova and Albert stores is no more, German Real sold itself to Auchan. Of course, many traditional stores have failed as well, but there are still almost 70,000 of them operating and their share in the market is estimated at more than 30%.

On the other hand, discount stores have become the predominant format on the market. These include, above all, chains of foreign origin. In total, Portuguese Biedronka, German Lidl and Aldi chains, as well as Scandinavian Netto already have more than 4,000 stores and have become the Poles’ favourite shopping places. Meanwhile, the waning importance of hypermarkets is accompanied by increasingly better organization and development of family trade chains. Proximity supermarkets – convenient, of neighbourhood nature – do very well. For 2-3 years, this sector has been dominated by the Dino chain, followed by Polomarket, or the Mila chain owned by Eurocash. The Stokrotka supermarket chain experienced acceleration, having been acquired by the Lithuanian Maxima Group. The convenience format is undergoing development. Żabka franchise chain already has nearly 6,000 stores and is currently modernizing its mode of operation as well as offer. Fuel station stores are becoming increasingly important, emerging as real competitors for the traditional trade. On the other hand, franchise chains have become the strength of traditional retailers. Supported by the largest wholesalers, they match other forms of retail, both with their offer and the level of customer service as well as modernity. The standards of shopping in stores of such chains as Groszek, Delikatesy Centrum, or Eurosklep, supported by Eurocash, as well as Livio, Nasz Sklep and Rabat Detal under the auspices of the Specjał Capital Group, are no different from those offered by ownership chain stores. In this context, the retail market already seems to be in order. The place of individual store formats has been determined, and the favourable market situation persisting for several years and the growing retail sales cause all trade chains to make efforts aimed at the modernization of their functioning. This is about better utilization of the resources at hand, mainly through IT processes and robotizing of a part of their operations. Modern software is being introduced, and automation of shopping processes is becoming increasingly common. There are even shops with no cash registers, and online trade, also in food, is slowly starting to ripen as well.

03/2019

FoodfromPoland

INTERVIEW

Polish Vodka – a guarantee of quality

An interview with Andrzej Szumowski, the President of the Board of the Polish Vodka Association – about the many benefits from protected geographic indications The Polish Vodka definition also provides a response to the vodka definition formulated by the European Parliament, according to which, it may be produced of any raw material of agricultural origin, such as e.g. carrot or onion. Unfortunately, this has nothing in common with the Polish, or, more broadly, Slavic original. Above all, Polish Vodka references more than 500 years of tradition in the production of this spirit in the territory of Poland, as well as the craft of Polish distillers.

Vodka is the most recognizable Polish spirit worldwide. What is guaranteed by the “Polish Vodka” inscription on the label? This is true. Polish Vodka still remains Poland’s sole globally recognized brand. This is the effect of work of many generations of farmers, distillers and producers. Thanks to their labour and rich traditions, our national spirit has been appreciated by being included in the list of protected geographic indications, just like Scotch Whisky or French Cognac. Polish Vodka has a great potential, since, as evidenced by the market trends, consumers are increasingly inclined to reach for products with a rich history and documented quality.

What exactly is “Polish Vodka”? In order to provide additional protection to the tradition and mode of production of this liquor, the current definition of “Polska Wódka/Polish Vodka” came into force on 13 January 2013, stipulating that it should be made of traditional grain coming from Poland: rye, barley, oats, rye, triticale or potatoes. Furthermore, the entire production process has to take place in Poland.

FoodfromPoland

03/2019

Polish Vodka as a protected geographic indication – how important is it on international markets? Protected geographical indications bring many benefits. Such products serve as a guarantee of quality to consumers, since they are not anonymous and have to meet many specific requirements. To producers, they mean maintenance of high standards as well as healthy competition. These products are the country’s showcase, embodying traditions connected with a given geographical area, transferring its culture, history and values. Production of vodka, whisky, or brandy is possible all around the world, yet Polish Vodka, Brandy de Jerez, Cognac, Grappa, Scotch Whisky have to be produced in specific areas and their production cannot be transferred anywhere else. Therefore, Polish Vodka can be a product used to promote our country worldwide.

What actions does the Polish Vodka Association undertake in the area of promotion of the image of Polish Vodka as our national heritage – especially in the international arena? For several years, the Polish Vodka Association has been conducting educational ac-

tions concerning the history and tradition of our national spirit. Research shows that the Polish people are still insufficiently aware that not every vodka from Poland is Polish Vodka. They do not know either which raw materials may be used to produce it. In order to make it easier for consumers to recognize Polish Vodka, the Association initiated its own programme several years ago, introducing a marking guaranteeing the given product to be Polish Vodka. A word and figurative mark has been prepared and registered at the Patent Office, for a producer to additionally put it on packaging of a product meeting the requirements of the definition and technical specification. However, the undertaken promotional and educational actions require support from state agencies and administration as well as the Polish diplomacy, in order to strengthen the consumer awareness of the importance of the Polish Vodka protected geographical indication. This liquor is our national good, the historic and cultural heritage of which we, the Polish people, should be proud. This is why it is worth promoting the uniqueness and extraordinary nature of Polish Vodka at home and worldwide.

Polish vodka has more than 500 years of history. We have our heritage, our geographical indication, and our own museum. Please tell us about the functioning of the Polish Vodka Museum and the plans for the years to come. The Polish Vodka Museum was created to become the home of Polish Vodka. This is a new site on the tourist map of Warsaw, located in the Centrum Praskie Koneser mall at the former Rectification Plant building. The main

INTERVIEW

The Polish Vodka Museum was created to become the home of Polish Vodka. This is a new site on the tourist map of Warsaw, located in the Centrum Praskie Koneser mall at the former Rectification Plant building. goal behind the establishment of the Museum was to create a space in which the unique history of Polish Vodka could be presented. The Museum familiarizes the visitors in an attractive, modern way with such things as the vodka production process or the raw materials of which it is made. One gallery is an exhibition of historic bottles, very unique and interesting, connected with periods in history – since the inter-war period until our times – and with the place itself. The visitors will also learn traditional Polish toasts, customs at the table, hospitality ceremonies. A large portion of the exhibition is dedicated to the subject matter of CSR, including responsible consumption of alcohol. At the end of the tour, visitors are invited to a short lecture about the differences and taste advantages as well as the proper consumption of individual kinds of Polish Vodka. The Polish Vodka Museum is primarily a permanent exhibition. The offer will soon be expanded to include new products and services. It is our ambition to make the Polish Vodka Museum a place worth returning to. We will build a community around the place, constantly expanding our portfolio of services, interesting meetings and presentations. Last year, the Polish Vodka Museum was visited by nearly 47,000 people. A considerable portion, approx. 40%, were foreigners. We predict a 30% growth this year. This is possible thanks to our effective cooperation with tour operators, domestic and foreign journalists, as well as entities active in the area of tourist promotion of Warsaw and Poland. Last year, Warsaw was visited by more than 10 million tourists, which makes for an enormous potential.

Vodka from Poland on international markets – which directions are the most prospective? As for the overall value of vodka exports from Poland, according to the latest data by the Institute of Agricultural and Food Economics, we export EUR 139 million worth of vodka, accounting for 18% of our entire production. The exports of spirits are steadily rising, by an average of 2.8% year-on-year. The main export goods are pure vodkas. For several years, the largest recipient of Polish spirits has been France, and formerly, it used to be the USA. In 2018, the French market accounted for 25% of exports, while the USA for 19%. The German, Hungarian and Ukrainian markets are very significant as well.

How do the export results of Polish Vodka look like? Unfortunately, there are no detailed statistics concerning the value of exports of Polish Vodka, since there are no statistics either for vodka produced in Poland, meeting the criteria of the Polska Wódka/ Polish Vodka definition. We estimate that only about 10% of all vodka produced in Poland is Polish Vodka. In the years to come, I hope we would be able to boast such export quotas of Polish Vodka as the Scots do with Scotch whisky, or the French with cognac, where 95-99% of products are sold abroad. Polish Vodka has a huge potential, yet promotional activities are needed so that its rich history and proven quality could be appropriately appreciated and “sold” abroad. The unpredictable excise policy of our authorities

is not insignificant. In Poland, the excise tax on spirits is 2.74 times higher than the excise tax on beer. Through its taxes, the spirits sector annually brings an amount of PLN 11.4 billion to the state budget. If the excise policy was more balanced, vodka producers would have more stable conditions for development abroad and surely could be able to invest higher amounts into the promotion of Polish Vodka worldwide.

A total of 246 spirits with protected geographical indications are registered in the European Union. Does Poland have much less of them than other EU countries? Unfortunately, this is the reality… Poland, famous for its production of spirits, only has two protected geographical indications in this category. These are Polska Wódka/ Polish Vodka and Wódka ziołowa z Niziny Północnopodlaskiej aromatyzowana ekstraktem z trawy żubrowej/Herbal Vodka from the North Podlachia Lowland, flavoured with bison grass extract. For comparison, France, with its winemaking traditions, has as many as 53 indications in the category of spirits, Portugal has 11 of them, Greece has 15. Among countries of our region, Germany has 34 registered indications, Hungary – 8, Lithuania – 8, and Slovenia – 7. The awareness of protected geographical indications should be built in Poland, and then the consumers themselves will force an increase in products bearing this marking. I am deeply convinced this will happen soon. Thank you for the interview.

03/2019

FoodfromPoland

The Cedrob Group is the largest Polish meat producer, leading in both poultry and livestock production, and the recognized producer of processed meat products. Cedrob Group history consists of a long-term experience of the three companies - Cedrob, Gobarto and ZM Silesia, leaders in meat production in Poland based on Polish stock only. Our business activity focuses on production of meat and processed meat products. The offer includes production of breeding animals feed. In one of the most technically advanced plants in Poland we produce chicken, hen, goose and duck meat, as well as pork, game and processed meat products, including ready meals. Cedrob Group structure includes: breeding farms, hatcheries, fatteries, feed production plants, meat production plants, meat processing plants, brand retail stores, wholesale chain stores, cold stores, biogas plants, fuel trading business unit and veterinary services department. The subsidiaries of the Cedrob Group’s portfolio provide a wide range of complementary services and production capacities. Thanks to a closed production cycle „from field to the table”, which gives us full control over all stages of our production process, we’ve become a role-model in the

sector. We guarantee a high-quality of our products owing to our pioneer processing solutions and strict production supervision.

The synergy of empowerment by subsidiary business units forms a solid cornerstone for building a business that remains open to growth and the penetration of new market segments. Improvement of our standards and care of the food produced are the priorities of Cedrob Group, which is the reflection of the continuous development philosophy. Our activity is coherent with the idea of sustainability either. That can be observed in our relations with business partners, employees, administrative autonomies or local communities. Cedrob Group, as the biggest Polish meat producer, employs over 7,000 people and cooperates with 8,500 agricultural farms in Poland.

The largest Polish meat producer The leading producer of poultry and livestock, the recognized producer of processed meat products.

www.grupacedrob.pl

INTERVIEW

Polish chicken overseas More and more people are trying to reduce the red meat in their diet – because it’s not healthy, neither for our bodies or our planet. Eating habits of our consumers are changing, so does the producers. We talk with Łukasz Dominiak, CEO of KRD and our topic is the poultry industry in Poland. What kind of challenges is the Polish poultry industry facing?

How has the condition of the Polish poultry industry changed in recent years (and what is its current situation)? Europe’s leading poultry meat producer and the main poultry exporting country in the world – this is a brief summary of the Polish poultry industry today. This level has been reached thanks to the constant increase in production – since Poland’s accession to the European Union in 2004, our production has tripled! Polish farmers and producers are aware that growing exports and the constant search for new markets are the key elements of success. You can buy Polish poultry, i.a. in Germany and the United Kingdom but also… in China. South Africa is a fairly new, but very promising market for us. This is important insofar as the income generated from the exports of poultry meat constitutes an important part of the Polish economy. It should be noted, however, that our industry would not have reached such a level, if it were not for the legal regulations followed by Polish farmers and producers. According to EU directives, no hormones or antimicrobial growth promoters may be used in animals raised for slaughter. That is the law, and every Polish operator has to respect these rules.

FoodfromPoland

03/2019

The key challenges are linked to the international political situation. Brexit is one of the two main issues. Statistics clearly indicate that the United Kingdom is an important export destination for Polish Poultry meat. Over the first five months of 2019 alone, nearly 13 percent of products intended for export to the European Union was sent to Great Britain. If the no-deal Brexit scenario is realised, there will be a serious risk of a temporary loss of a strategic market. At the opposite end of the spectrum is the free trade agreement signed between the European Union and Mercosur countries, of which Brazil is the leader in poultry production. Poultry meat from South America that will enter Europe free of import tariffs will pose a significant competition to European farmers and producers, including Polish operators. However, there is another problem stemming from the agreement, one that is a real threat to the safety of European consumers. Brazilian poultry does not meet European standards and the fact that the trade agreement has been signed by European authorities is even more puzzling in light of the fact that non-compliances regarding the subject matter had been indicated by EU experts. Audits carried out by competent EU bodies have highlighted a number of serious discrepancies in the Brazilian food production supervision system. The authorisation for use of EU-prohibited substances, no need for prescriptions to purchase most of veterinary medicinal products, and no obligatory record keeping of substances administered to animals are just some of the areas in which the Brazilian poultry falls behind the meat produced in accordance to the requirements of EU legislation.

International growth opportunities for Polish poultry companies. The strengthening of trade relations with nonEU countries is seen as the main growth opportunity. We focus our efforts mainly on the

Asian markets. In July 2019, following our organisation’s invitation, Poland was visited by the representatives of CIQA, a Chinese organisation supporting the government agency GACC in the process of issuing export permits to the Chinese market. The visit lasted a couple of days and resulted in the Chinese side willing to expand the cooperation. It is worth noting that the Asians are fighting the ASF virus. With the largest global pig meat producer having to stamp out one third of its pig population, there is a chance to increase our poultry exports in order to offset the demand for animal protein in the Central State.

What kind of help can the small producers count on with regards to the barriers they meet? The main goal of the National Poultry Council – Chamber of Commerce is to assist poultry farmers and producers. The problems encountered by small companies are concentrated mainly in the areas of administration and know-how. Through the membership in our organisation, market actors gain the support in implementing technological, administrative and scientific innovations. Our Members are also represented at the national and international levels.

Promoting Polish poultry on the international markets. In recent years, the most important element in the promotion of Polish poultry abroad was, among others, our participation in multiple fair events, such as ANUGA or SIAL, both in Europe and globally. Business contacts with leaders of the sector on the world market enable us to constantly pursue the policy of strengthening relations with the potential importers of Polish poultry meat. Promoting our poultry meat is one of the key elements in securing the interests of poultry farmers, producers and poultry meat processors associated in the National Poultry Council – Chamber of Commerce. Thank you.

INTERVIEW

Kupiec – buy a healthiness

The world is changing extremely fast, so does our lives. We work, socialize, exercise, do chords but also – we have to eat. People are more conscious about their health, which is supposed to be important for food companies. We talk with Joanna Małgorzewicz Export Director from Kupiec company about their expansion in the foreign markets and challenges that comes with it. Nutritional trends aims to be health-promoting. Products of Kupiec company and its philosophy seems to fit in into them perfectly.

You are present in the foreign markets for almost 30 years. Could you tell me about the international position of the company and its most important export directions?

We focus on the high quality of our products by offering rice, groats, legumes, porridge mixes, cakes and rice cakes, as well as special products for people who care about their weight and do sports. We keep up with the most recent trends in food, expanding our portfolio with new products and flavours, without ever ignoring the importance of the high nutritional value of our food. Our food products are of the best quality, which has been confirmed by independent experts with the “Proven Quality” certificate. Our many years of experience provide us an expert look at market trends and allows us to translate these trends into our products. For a few years now, „free from” products have also been a strong direction. Similarly, as “functional products” that give our clients additional benefits in the form of a protein source or products dedicated to active people in the form of high-protein products. Starting each day with the Kupiec products, we can have the opportunity to lead a healthy lifestyle. Our breakfast products have a reduced sugar content. Also, in our offer you can find a product line of porridge not containing lactose and sugar. This porridge line is dedicated to all health-conscious and people struggling with lactose intolerance. Our products provide comfort in a healthy form. Many consumers would like to have time to prepare meals. However, we are often overwhelmed with loads of duties and constant rush. Therefore, our lunch dishes can be a sure solution for all those who go on the run, but the healthy menu and the taste of tradition are still important for them. Millet, buckwheat, couscous and rice will satisfy you by providing fibre, protein and energy needed to survive the day effectively. Various mixes of vegetables and delicious sauces make lunch dishes not only nutritious, but also tasty. They do not contain preservatives or flavour improvers. Thanks to the handy packaging, you can always have your favourite snack with you and satisfy your hunger between meetings at work or before going out with friends.

Our products perfectly match the nutritional trends around the world. Our Polish care for good taste and quality contributes to the success of many Polish food companies on the international stage. Our export is based on stable fundaments. One of them is our strong brand, known for two generations of Polish diaspora, which makes us expandable all over the world by our countrymen. The presence in retail chains around the world allows us to develop private labels of retailer. Additionally, our products exceed the quality of our foreign competitors, which gives us an advantage on the market. One of the most important export markets is the EU market. Our production is located in the EU, therefore, we focus on this market due to logistic reasons and the availability of our clients. Another strongly developing market is the East, where our consumers discover healthy trends and are looking for high-quality products. We are happy that we can contribute to the development of the Healthy Shelf in Eastern retailers. Another well-growing market is the North American market, where health products are very well-ordered due to the size of the market and the variety of products.

FoodfromPoland

03/2019

How to be competitive internationally? It means being an expert in its product category, offering also the highest quality, which is supported by international food standard quality certificates. Our clients require from us to provide an ideal service, to be a reliable supplier who, by analysing international trends in the food industry, will be able to surprise the customer with a new healthy and tasty product.

Which products from Kupiec company are export bestsellers? The Kupiec export hits are primarily healthy snacks in the form of corn rice wafers and chocolate-covered wafers using real Belgian chocolate. Many of our consumers want to eat healthy, but also do not

want to give up tasty sweet and dry snacks. For our customers, we offer many variations of chocolate covered wafers and sprinkled with various additives. This is a fantastic and healthy alternative to sweets. All our cakes are gluten free, which means they are a great product for those affected by celiac disease, as well as people who avoid gluten in their diet. Working with commercial retailers around the world, we know that our products can be found on shelves with healthy food as well as on regular shelves for our category.

Which categories from the offer of the company you perceive as the most prospective in the export market? The product portfolio features a total of 96 articles in the product categories Cakes, Cereal Treats, Wafer Leaves, Grain Cookies, Oat Flakes, Porridges, Grots, Legume plants, Granulated Bran, Rice, Lunch dishes. All product categories are sold in export. Breakfast products like porridges are particularly popular, especially those that do not contain lactose and sugar and those that have an additional portion of protein. Innovative products, such as lentil wafers high protein cakes, grow the most. One of the fastest growing trends on the international food market is the vegan trend, which is why products with vegetable ingredients will be more and more popular among foreign customers.

Foreign consumers – what do they value the most from the polish product offer? Our foreign customers want high quality products, based on high quality ingredients and the so-called clean label, i.e. composition of products without added flavours and without preservatives. For example, our corn and rice cakes coated only with high quality Belgian chocolate have also additional ingredients like freeze dried raspberry, salted caramel, orange pieces or mint, which makes the product premium category. In detail, Kupiec employs unique technology to ensure that valuable nutrients are retained in the products and they stay fresh for a long time without the addition of preservatives. Thank you.

COMMENTARY

Africa – the promise land?

Polish companies are very slow in getting convinced to invest in Africa – even though it offers absorptive markets and a young cadre. What can make investors more willing to take some determined actions? We asked that question to Robert Zduńczyk, the founder and the CEO of Poland-East Africa Economic Foundation.

Robert Zduńczyk President, Poland-East Africa Economic Foundation

The vast majority of Polish exporters focus on developed markets, particularly those in the EU. However, these markets require very high quality and have already been saturated, which makes it hard to compete by price alone. In the opinion of Robert Zduńczyk from the Poland-East Africa Economic Foundation, it is certain African countries will provide opportunities for growth and return on investment in the years to come. This, however, will require patience, labour and time. “The scale of investment of Polish entrepreneurs in Africa remains low, yet we can see a positive change in the growth rate,” says Robert Zduńczyk, the founder and president of the Poland-East Africa Economic Foundation, to the Newseria Business News Agency. “Several years ago, such investments could have been literally counted on the fingers of one hand, while currently, there are several dozens of them in different sectors. Entrepreneurs often begin e.g. from the tourist industry, but there are also investments in the industrial processing sector, which, in turn, is very important to the African countries.” Since last year, the Polish Investment and Trade Agency has been maintaining nine foreign sales offices in Africa: in Abidjan (Ivory Coast), Addis Ababa (Ethiopia), Algiers (Algeria), Casablanca (Morocco), Dakar (Senegal), Johannesburg (South Africa), Cairo (Egypt), Lagos (Nigeria), and Nai-

robi (Kenya). Only last year, they recorded 700 enquiries from Polish companies interested in exports and investments in Africa. Moreover, the call for proposals for support of expansion into Egypt, Algeria and South Africa under the Polish Technological Bridges programme ended in midJune. As the PITA representatives say, these countries have a large demand for investments in the area of food processing, IT, or medical equipment. “Somebody said that you can throw a stone in Africa and a tree will grow out of it. This reflects the reality of what is happening on this continent. I claim it to be the continent of the 21st century, for several reasons,” Robert Zduńczyk explains. “Above all, demographics suggest it. This is a very young continent, which entails enormous, often insatiable energy of the people who live there, hence different problems and pressures, e.g. concerning migration. Investment in Africa is very important from the social viewpoint as well. Thanks to the investments, people who live there will have opportunities for a decent life in their countries.” According to the predictions of the International Monetary Fund, several African countries will develop at an impressive rate this year: Rwanda – 8.6%; Ethiopia – 7.7%; Ivory Coast – 7.4%; Senegal and Uganda –6.2% each; Egypt – 5.5%. Demographically, this continent will be developing at an equally rapid pace: while the entire continent in 2015 only had six cities with more than 5 million inhabitants, the number of such cities is expected to grow to 17 by 2030, and the population in five of them will exceed 10 million. As noticed by the McKinsey consulting company, industrial production in Africa will double

from the current level of $500 billion over the upcoming decade. “Promising sectors include all those connected with the growing population, i.e., above all, the agriculture and food processing industry,” says the president of the Poland-East Africa Economic Foundation. “Currently, Africa is an enormous construction site, which contributes to the significance of any undertakings connected with the construction or construction-related market, such as construction materials, construction equipment. Formerly, there used to be no demand for such products and services. Only 10 years ago, scaffolding was usually made of wood or bamboo; currently, large, professional scaffolding of metal or aluminium pipes can be seen at most large construction sites. This progress is evident all around.” However, he stresses that one should regard investments in Africa as long-term ones and prepare for permanent cooperation. Especially that competition is not scarce. The Chinese have set themselves up on this continent very extensively, accounting for 12% of production. The data shows that 10,000 Chinese companies are active in Africa, employing mainly Africans, whereas 85% of these enterprises are private companies. “Africa should not be seen through the lens of how quickly you can make money there. This would be a mistake,” Robert Zduńczyk cautions. “You should simply cooperate with people there so that they can develop as well. This situation is identical to Poland’s in the early 1990s, so it would be easier for us to understand the needs of the people on the other side.” Source: Newseria.pl

03/2019

FoodfromPoland

COMMENTARY

Three Seas Initiative – a fine idea but…

The three seas idea has as many followers, as critics. It is understandable since the new economic alliance would influence the market of the region. But like every good idea, it also has some disadvantages...

Andrzej Maria Faliński Expert

HISTORY, POLITICS, PROSPECTS The idea of reinforcing Poland’s presence in the region south of the Carpathians is not new. It goes even further back in history than the pre-war ideas of Intermarium or even the 19th-century German concept of so-called Mitteleuropa. The region was involved not just in the inter-war Intermarium doctrines but in real programmes of building the country’s economic position. This included the plans by E. Kwiatkowski; mainly the Central Industrial Region (COP), the new concept of food policy, the rural

FoodfromPoland

03/2019

modernization programme, etc. On paper, it also lasted during the war, in the form of Polish-Czech federalist concepts by General Sikorski. This idea faded in Poland after 1945. The prospect of Poland being strong in the region naturally came back after 1989, together with the inherent strong anti-Russian and anti-German accents. Unfortunately, it was quickly joined by the motif of contestation of the “Brussels” model of European integration. So, when many people from the circle of this thought took up state positions in 2015, after a period of diplomatic “awkwardness”, a peculiar declaration of distance from the Intermarium and of the European loyalty of Poland in the region had to arise. The reason is clear – the opposition to the EU Treaties puts the EU money – including the resources planned for making the region more coherent – into question. There was too much to

lose, so the definitely European “Three Seas Initiative” emerged, featuring twelve member states as well as the USA and Germany as observers. The mission of the Initiative was clearly defined as participation in European integration through modernization of the infrastructure, power industry, and IT, in order to facilitate the approximation of economies of the region and of entire Europe. The level of investments necessary to integrate the regional infrastructure was determined, initially at the level of 570 billion euros, and later, following the concept by the Polish BGK bank, recorded as 1.1 trillion euros. Of course, there is no such money anywhere today, and the EU is the only place where it could be generated. Against this background, the US ideas for the region to break out of the uniform EU policy do not seem useful. It is clear who would potentially pay for it and who wishes to make some money on the

COMMENTARY

way, having extinguished the Atlantic single market, i.e. TTIP, and declared distance to the Union.

BARRIERS AND DISPROPORTIONS The food sector, mainly farmers, responded relatively quickly to the Initiative, creating the Council of Agricultural Chambers as early as 2016. However, the published declaration is merely a claim-driven document. It sounds like a call for joint pressure on the EU with regard to resources for development, payments, etc. It lacks a strategy for the future. Admittedly, the matter of opening of markets and support to exports is an important motif, yet it is just a mention. There is not a single word about cooperation in the area of production and investment, and without that, the Initiative may not emerge in the sector in view of serious conflicts of national interest. So far, there is no concept of trade barrier lifting either. However, let us assume this is just the beginning of the regional integration process, who knows what the future would bring. Nevertheless, this would require an economic concept and, above all, an honest diagnosis. The essential issue is to balance the opportunities in cooperation. Poland is the unquestioned regional leader in production, processing and exports – and we should be proud of it; but in order to go further, it is necessary to act on a scale different than domestic and to build complementary cooperation. This is difficult but not impossible. After all, not everyone is happy with the fact they lose in competition against the regional leader, both in the area of price (scale) and quality (extensive investments in modern processing). So far, conflicts are moderated by the EU law and the fear of economic reprisals, but weaker players have been known to react with political and administrative protectionism. Therefore, it would be necessary to overcome national egoisms – including our homegrown, Polish one, based on the excellent results of exports in the region.

TWO DIMENSIONS, ONE GOAL: GO ON There are two dimensions of future planning:  The internal dimension. Created by 12 food economies, largely substitutive towards

each other. Their production is very similar and complementary areas are hard to find. Therefore, it sees pushing each other off the markets, compensated by various forms of protectionism. Poland feels this situation as peculiarly “bittersweet”. There are export successes but also failures in overcoming non-tariff protectionist barriers. The EU law sometimes helps, but without political support and construction of foundations of multilaterally favourable cooperation between food sectors, the situation will only grow more difficult.  The external dimension. On third-state markets (in the EU and beyond), there are no major problems with a high-quality, usually highly-processed product (this is another area where Poland is in the lead). A significant problem is to increase the scale while maintaining the quality – especially that strong competition will soon come from the East. If we think seriously of the initiative, the solution is regional consolidation and cooperation aimed at cooperative exports from the region. This is the only way to overcome the jinx of substitutive economies regulating their relations with the leader by way of barriers. This will also alleviate the regional disproportions and provide opportunities for everyone to make money. However, it will be no use without strong political impulses in the region and a friendly EU.

THINK REGIONALLY, ACT GLOBALLY Therefore, the Three Seas Initiative needs a regional food sector expansion strategy. The geographical location of the Initiative predestines it to cooperate not just with the EU but also with Turkey, Russia, Ukraine, China, India, and the Arab world. Maybe even with the USA (if the US market is open). Numerous and affluent sector investors – including Polish ones – are needed as well. So far, our region, out of the entire EU, exports the lowest volumes of goods outside Europe. This is understandable but unfavourable. The effect of opening markets of the “old” EU is fading – so alternatives and efficient enhancements are needed. There are declarations but no political facts and financing. Poland is characterized by an overwhelming dominance of exports over imports in the region. In such categories as meat, dairy products, vegetable and

fruit preparations, even in countries that used to “feed” the Comecon (Council of Mutual Economic Assistance), our exports can exceed the food imports several times, and the average oscillates around twice the number. There is much to be overcome in order to earn differently and more – especially that market recession is coming. The measures of exchange efficiency are not just the measures of our success but of the disproportion. Export profitability ratios are very favourable (e.g. RCA for food in the region seldom goes below 3.0). This is due to the fact that 80% is comprised by processed products, sent from a country with the definitely highest productivity in the region. 224,000 euros per employee, while the Czech Republic and Hungary, with their highest-developed industry, have just 180,000. This does not mean other countries do not develop, but our scale and regularity of investment account for a durable advantage. Already in 2015, Poland (the largest country) had an approx. 11% share in the EU processing sector. For comparison, the Czech Republic had 2.0%; Romania, 3.0%; Hungary, 2.0%; Bulgaria, 1.8%; Slovakia, 0.6%; yet the growth rate is more even: Poland, 5.8%; Czech Republic, 3.5%; Romania, 6.4%; Hungary, 3.9%; Bulgaria, 8.2%; Slovakia, 5.3%. These measures are complemented with logistic potentials – almost 15 million m3 of storage area, road fleets operating out of Poland, not to mention rail transport and sea ports. Moreover, there is a very high level of specialist equipment: cold stores, artificial atmosphere rooms, cross-docks, IT, etc. Not to mention animal feeds as well as agricultural machinery and industrial installations for the food sector. Everyone will gain on regional consolidation and expansion, but “we” can potentially gain the most. What we have managed to work out after 1989 is much for our region but too little to take on the world “alone”. So, instead of benefitting from short-term advantages on a regional scale, it would be better to become a leader of regional consolidation of potentials, to set out for expansion into third countries, and thus mitigate the disproportions and barriers, remembering Urho Kekkonen’s adage that one should not seek one’s enemies nearby and one’s friends far away.

03/2019

FoodfromPoland

IQF FROZEN FRUITS AND VEGETABLES

HEALTHY FOOD

For almost 10 years we are one of the leaders of Polish exporters. Owoce Natury has been exporting high quality fresh and processed agri-food products to over 50 countries around the world. We a part of Ewa Bis Group, that has been supplying top quality Polish food products to customers all around the world for over 30 years. We work with over 60 producer groups and 100 individual farmers. The offer addressed to industry, retail and HORECA, includes conventional and organic products from vide range of fresh, frozen, dried and powdered fruit and vegetables, NFC juices, concentrates, mousses and purees, processed cereal, meat and fish products, chocolate products, cookies, dairy products and milk powders, as well as dietary food, drinks and snacks.

NFC JUICE

FRESH FRUITS AND VEGETABLES

Grupa Owoce Natury Ltd. Serwituty Str. No. 25, 02-233 Warsaw, Poland mob. +48 603 157 942, agnieszka.rembisz@ewabis.com.pl www.owocenatury.eu

COMMENTARY

Beef producers in trouble Beef consumption in the European market is dropping. The situation is difficult for producers. Live cattle prices are lower by an average of 15% in comparison with the previous year. This is primarily due to the drop in beef consumption on the European market being the destination of 80% of the domestic exports.

Jacek Zarzecki President of the Board, Polish Union of Beef Cattle Breeders and Producers

Polish producers are also threatened by other international conditions – the impending Brexit, the agreement with Mercosur countries. The situation is additionally aggravated by the closure of the Turkish market due to import quotas not being allocated. The industry is looking for new outlets and hopes that prices will soon return to the level they had several months ago. „The situation on the beef market is unquestionably difficult today. We observe price drops reaching 15% and this is not related to the image crisis we had in January but to the difficult situation on the European market. We are among Europe’s largest beef exporters, 80% of our production is sent there, so when beef consumption in Europe is on the wane, we are hit most severely,” Jacek Zarzecki, the President of the Board of the Polish Union of Beef Cattle Breeders and Producers, tells the Newseria Biznes news agency. The current difficult situation on the domestic beef market and the drop in prices are made worse by the closure of the Turkish market due to import quotas not being allocated. Last year, Turkey was the third-largest recipient of Polish beef, receiving 33,000 tons of meat, i.e. approx. 8% of domestic production. Another significant threat to Polish producers is the imminent Brexit that will bring the exports to the British market into question. „The United Kingdom is one of our most important markets,” Jacek Zarzecki says. „When more than 80% of our production is scheduled for export, any fluctuations in the international market can cause a drop in prices in Poland. Additionally, we have the Mercosur agreement, raising some doubts concerning the direction we should produce for.” The agreement between the European Union and the Mercosur (Common Southern Market) is to create the world’s largest free trade zone be-

FoodfromPoland

03/2019

tween the European market with approx. 500 million consumers and South American countries associated with the Mercosur (Brazil, Argentina, Paraguay and Uruguay). The latter will gain, among other things, significant facilitation of food exports to the EU market. Almost since the very beginning of the works, the Polish government has raised objections concerning the agreement, pointing out it might upset the balance of the European market and especially of farms. „The position of the Polish government is quite clearly expressed; we are opposed to the agreement with Mercosur. We believe that agriculture – not just in Poland but throughout Europe, particularly the beef sector – has been traded in exchange for the big industries, pharmaceutical corporations and the automotive sector. We will not gain this agreement at all, it only spells losses to hundreds of thousands of Polish farms and several million farms in the EU. A bitter aftertaste can be felt while the outgoing European Commission is hastily completing the Mercosur agreement and leaves the successors with this hot potato. Therefore, as the beef sector, we fully support the activities of the Polish government in this regard,” says the President of the Polish Union of Beef Cattle Breeders and Producers. He stresses that the reduced demand and the drop of prices on the domestic market, as well as stagnation on the European one, force beef producers to search for new outlets. However, the sector hopes that the situation will stabilize soon and the prices will revert to the level they had several months ago.

„We can already see that exports are lower by nearly twenty per cent year-on-year. With such beef consumption in Poland, there is nowhere to push the commodity out,” Jacek Zarzecki says. „It will not be easy to replace Polish beef on the European or Turkish market which I hope would set off again. However, we also have to find new markets to which we would be able to export.” Beef consumption in Poland has been rising for three years. In 2015, it amounted to 1.2 kg per capita annually, while currently, it has already reached 3.4 kg. The reduced demand is mainly due to the drop in beef consumption in European countries, caused, among other things, by the fad for vegetarianism. „Growth in Poland is considerable, whereas, on the European and global market, we can see a consumer trend of reducing beef consumption. I do not want to discuss whether it is a reasonable trend but it should be stressed that beef is a carrier of full protein, a natural fat burner, it prevents cancer,” claims Jacek Zarzecki. He stresses that Polish beef is already capable of competing not just with its price – lower by approx. 11% than the prices on the European market – but also with its high quality. „When we say that the excessive consumption of beef is unhealthy, we usually mean highly-processed beef. Polish beef is bred under natural conditions, extensively, so it is of very good quality, which makes it purchased so frequently in the European Union countries,” Jacek Zarzecki says. Source: Newseria.pl

COMMENTARY

RFID is a technology of

remote identification of objects Stores will be able to deliver products in under 24 hours. The remote object identification technology will make it possible.

Marek Kwiatkowski Director of the Digital Department at Sescom S.A.

Approx. 30 million chips working under the RFID technology are sold in Poland each year. The global market is worth approx. $11 billion and is quickly growing, because the remote object identification technology finds a range of uses in almost all sectors – from logistics to the pharmaceutical industry to retail stores and e-commerce. It has particularly much potential in the latter one, since RFID enables effective management of product inventory, reaching consumers with advertisements, reduction of theft in stores, and a significant reduction of delivery time of ordered goods. “RFID is a technology of remote identification of objects using radio waves. Its origins date back to the 1960s, but it is currently undergoing a revival. It is applied in many sectors, from fashion retail to hospitals, logistics and all sorts of person and object identification systems,” Marek Kwiatkowski, the Director of the Digital Department at Sescom S.A., says to the Newseria Business Agency. The RFID technology utilizes radio waves for the purpose of remote identification of persons and objects. Its basis of operation is simple: miniature devices, known as tags, chips or badges, containing an electronic circuit with coded data, are attached to objects. By using radio waves, we can read and code data from and to the tags. This can be done with portable or stationary equipment – readers or antennae. The value of the global market related to the RFID technology is currently estimated at approx. $11 billion, whereas forecasts assume it will grow to as much as approx. $15 billion over the next five years. According to RFID

Polska, the industry grows by approx. 25% per annum. About 30 million RFID chips are sold in Poland annually; 100 million are currently in common use. “We are speaking of a really huge and dynamically growing market,” Marek Kwiatkowski emphasizes. He stresses that RFID used to be a relatively expensive technology only several years ago, which made it hard to find economic benefits from its application. However, the RFID technology has become much cheaper over the recent years, simultaneously bringing measurable benefits to companies of different industries, which contributes to its quick diffusion. “RFID has a very wide range of application: from identification of cars in parking lots or persons moving within buildings, to analysis of movement of goods in clothing stores,” Marek Kwiatkowski enumerates. This technology has an almost unlimited scope of use in retail trade, e.g. in footwear or clothing stores. It enables ongoing monitoring of the stock, order at the store (the system tracks the distribution of goods on shelves and detects those lying in wrong places), reduces the time needed for inventory, and prevents theft, because when a product bearing a RFID radio tag disappears from its shelf, the system checks the data, verifies whether it has already been sold, and activates a discreet alarm if necessary. Such activities enable a 3-percent increase in sales for the entire trade chain. Retailers and trade chains may also use RFID for advertising purposes. For instance, when a customer enters a fitting room at a clothing store, a chip located within the tag will send a signal to a reader located by the window and display a dedicated advertisement or visualization of a specific product. According to the data of the Accenture consulting company, referenced by Sescom, as much as 92% of retailers are already implementing RFID in the USA, along with approx. 70% in

Asia and 30% of European commercial sector entrepreneurs. Among other things, this technology can also be used to more expensive medicine in order to prevent counterfeiting. A chip in the packaging enables tracking of the medicine’s way from the manufacturer, through suppliers, up to the pharmacy, ensuring guarantee of origin. This is especially significant since – as shown by the WHO data – every hundredth preparation available on the market may be counterfeited, just as, on average, every second one offered on the Internet. Technology based on radio waves allows companies to save time and money. For example, radio waves allow one person to inventory several thousand commodity units per hour. Without this technology, only 150–200 units per hour would be possible. “In the future fashion retail sector, RFID will allow real-time automated management of trade chains – this is the future. With ongoing information of what is found at the store, what sells, how the commodity moves in this store, it will be able to make instant, conscious management decisions using artificial intelligence or data prediction systems,” Marek Kwiatkowski says. The RFID technology may also become an answer to the change of purchasing habits of consumers. For example, the current standard in e-commerce is delivery of ordered goods within 24 hours. Due to growing customer expectations, most brands and retailers strive to reduce this time to a minimum. This exactly is made possible by the RFID technology. “Today, performing a store inventory every couple of months, dealers do not really know the actual value of their store. Consequently, they are unable to deliver goods directly from the store to the end customer. RFID enables real-time stock analysis, making it possible to implement orders directly to the customer over a very short time,” the Sescom expert says. Source: Newseria.pl

03/2019

FoodfromPoland

COMMENTARY

Bee’s colonization

Bees are very useful and smart creatures – they pollinate plants and make delicious honey. No wonder its number, as well as amateur beekeepers in Poland, is growing. Honey consumption is on the rise as well

Piotr Mrówka Chief Beekeeping Specialist, National Animal Breeding Centre

The number of bee colonies, as well as the price and consumption of honey in Poland, are on the rise. Consumption has nearly doubled over the last 15 years. There are also more amateur apiarists to whom beekeeping is an interesting but not very profitable hobby or even rooftop beehives in cities. The industry needs support from consumers who should choose domestic products. „We have many more beekeepers in Poland today than just 5 or 10 years ago. This is primarily connected with two aspects. First, more and more people are occupied with bees and the situation in the industry is becoming more favourable at the moment. Secondly, purchase of breeding material is co-financed to an extent, which has caused an increase in apiaries which maintain breeding lines,” Piotr Mrówka, Chief Beekeeping Specialist of the National Animal Breeding Centre in Warsaw, tells the Newseria Biznes news agency. According to the Veterinary Inspectorate data, there were a total of 1.63 million bee colonies in Poland in 2018. The number increased by approx. 5.2% in comparison with the previous year. The largest share, of approx. 12% of the total number of colonies, is found in the Lublin Province. According to the data of the National Centre for Support of Agriculture (KOWR), nearly 1.35 million hives are owned by beekeepers associated with apiarist organizations. A total of 47,250 producers are currently members of such bodies (report

FoodfromPoland

03/2019

„The beekeeping sector in Poland in 2018” by the Research Institute of Horticulture). „According to statistical data, the population of bee colonies in Poland is on the rise now. In the 1970s or 1980s, when sugar was rationed, records evidenced approx. 3 million bee colonies in Poland. The registered population had been dropping ever since. Approx. 5 years ago, we could speak of only 700–800 thousand colonies, while now – according to the data by the Ministry of Agriculture – there are approx. 1.5 million registered bee colonies. This is due to a fashion on the one hand, and related to both EU and local grants supporting bees and beekeeping on the other hand,” Piotr Mrówka says. Importantly, the price and consumption of honey have also been growing over the recent years, whereas the consumption is still relatively low in Poland, amounting to approx. 0.03 kg per capita annually according to data from the Central Statistical Office (GUS). „Thanks to different actions, the consumption of honey in Poland nearly doubled over the last 15 years. There were such campaigns as ‘Life Sweetened with Honey,’ intended to make consumers aware that honey is a healthy, dietetic product. Those and other actions sparked an increased interest in honey, which has had a favourable effect on beekeepers who make a living out of honey, pollen or other products,” Piotr Mrówka says. „I would appeal to consumers to pay attention to labels and choose domestic products. Thus we will support Polish beekeepers.” The expert of the National Animal Breeding Centre assesses that beekeeping has become a fashionable hobby over the recent years, and beehives are becoming increasingly common in cities. It is

estimated there are already several hundreds of them on rooftops in Warsaw alone. In the opinion of some beekeepers, urban honey may even be healthier, since the greatest enemy of bees are plant protection chemicals, utilized quite commonly in the country. „Many apiarists who keep their bees in cities claim they have fewer problems with diseases, and honey yields per colony may even be higher than in the country. This may be connected with the cleaner environment in cities, where no neonicotinoids are used, chemical treatments are not utilized to such a wide extent as in monocultures, and urban pollution is the only threat,” Piotr Mrówka says. However, small-scale production does not provide high incomes to beekeepers. To keep it profitable, an apiary has to include 50 or more bee colonies. „Handling a single bee colony will not bring us much income but instead, it gives us the pleasure of contact with such complicated and interesting animals. On the other hand, when we have a larger apiary of more than 50 or 100 colonies, this might be a considerable percentage of income in the household budget, even capable of sustaining a family,” Piotr Mrówka says. Statistics show large apiaries – of more than 80 colonies – to be relatively few in Poland. They account for just 2.1% of all apiaries and 12.3% of all bee colonies. On the other hand, the average composition of an apiary is 22 colonies. Largest farms (of approx. 39 colonies) are located in Warmia and Masuria, while the smallest ones (below 13 colonies) are found in Silesia. The most numerous apiaries are those between 21 and 50 colonies – accounting for 38.1%. Source: Newseria.pl

INTERVIEW

We are open to cooperation An interview with Zenon Daniłowski, the President of the Board of Makarony Polskie S.A.

How do the exports of Polish pasta products look like? Poland is a medium-sized pasta producer; our country manufactures approx. 150,000 tons annually. For comparison, Turkey or Egypt produce over one million tons, and Italy – several million tons of pasta per year. In our country, the level of exports is similar to imports. We mainly export pasta containing or entirely made of Polish raw materials, i.e. pasta flour and eggs. The high quality and availability of raw materials is extremely important for competitiveness on the market.

What does the export offer of Makarony Polskie S.A. include? The export offer of Makarony Polskie is dominated by pasta made of imported semolina mixture and soft flour derived from Polish wheat varieties. A major advantage of Polish producers is the availability of high-quality liquid eggs, which makes egg pasta manufactured in Poland better than anywhere else. This is appreciated by foreign consumers as well, which is why our products enjoy much interest in many countries.

lack appropriate funds to conduct brand-building strategies on markets of the neighbouring countries, which is why most of our products in and outside the EU appear under the importers’ private labels. Currently, we cooperate with 23 contractors in and outside the European Union. They are our regular customers and it is to them we send most of our products. We expect to have more of them.

How important for the company is the private label segment? Currently, production under private label brands is an important segment in Poland, but in many other countries as well. The share of private label products in some categories exceeds 50%. This is well exemplified by discount chains whose private labels are often market leaders in certain categories. This phenomenon is applicable to pasta, jams and household chemicals alike. Our company produces private labels for many chains at home. We have a record of good contracts, allowing us to achieve high turnover with an attractive margin.

In the first quarter of the year, exports accounted for approx. 8% of our entire sales. We mainly implemented sales to markets in the neighbouring countries. Export activities at our company are continuously developing. Spaghetti, Bucatini, and Linguine are the most popular pasta types. These are our export gems, apart from their good opinion among the consumers, they are easy to handle logistically, allowing us to send them to as far as Asia. As for other products, there is interest in the traditional “matchsticks for broth”. We sell this pasta in large quantities through one trade chain in England.

What will be next year’s export hit? We expect our ready meals to become future export hits. We offer an entire line of Polish cuisine dishes; moreover, we have fit dishes as well as those from different cuisines of the world. As we adapt to the customers’ needs, more taste lines may be created. It is our participation in trade fairs abroad that allows us to present our production capabilities to the entire world, as well as to establish contacts with future customers.

Do you search for private label customers abroad?

What future goals have you set for yourselves?

What do foreign consumers make of your products?

We are highly interested in finding private label contractors outside Poland. This is why we participate in the PLMA trade fair in Amsterdam, as well as SIAL in Shanghai. During the fairs, we promote such products as egg pasta, rolled pasta and ready meals on trays, to be reheated in traditional or microwave ovens. I think we have an opportunity to become a supplier of such products under trade chain brands. We have a very well-developed research centre; combined with our great production potential, high quality and flexibility, we are able to meet the expectations of distributors and consumers in the category of pasta and ready meals. We can quickly adapt to our contractor’s requirements; In short, we are open to cooperation.

The products by Makarony Polskie have a good opinion among consumers. The customers particularly appreciate the high quality and competitive prices. Polish small and medium companies often

Please sum up the hitherto operations of Makarony Polskie on export markets.

We set our goals in two directions. The first one is a wider introduction to foreign markets of rolled technology egg pasta, of the nest, tagliatelle and pappardelle types. Our company makes very high-quality pasta. It is among the best on the market and it enjoys much interest. Moreover, we wish to increase the exports of health-improving pasta based on flour made of legumes, such as chickpeas, lentils, soy, green peas, and based on rare seeds, such as buckwheat, rye, millet, maize and rice, as well as mixtures thereof. It is worth stressing they are very innovative pasta products. Another goal for the next year is to introduce our ready meals to Western European trade chains. In this segment, we offer a wide range of dinner dishes on trays, as well as an entire line of canned ready meals, i.e. full dinner meals and soups. This is our offer for the next fairs and we wish to enter foreign markets with it this and next year. Thank you

What are the export directions of pasta products? Our company successfully exports pasta to different countries but the most important recipients are our neighbours. Pasta is a bulky product, so it is pointless from the economic viewpoint to transport it over large distances. Our main outlet is Ukraine. Currently, we are searching for customers willing to buy more expensive assortments in the Middle East and in China.

FoodfromPoland

03/2019

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.

PRESENTATION

30 years of trade fairs without boundaries

The year of 2020 will see Maxpol, the organizer of participation of Polish producers in foreign trade fairs, celebrate 30 years of its operation. Over those years, the company has sold hectares of space, covered millions of kilometers all around the world, its employees have spent thousands of hours building stands, hundreds of projects have been prepared, and immeasurable assistance in acquisition of foreign markets has been given to Polish entrepreneurs. In the early 1990s, Tadeusz Michalak, an electrical engineer from Warsaw, with his many years of involvement in technical inspection of cranes, followed by construction supervision of large energy industry installations in the former USSR, established the Maxpol company. The organization of participation of Polish companies in foreign fairs started from the reactivation of the multi-branch fair in Lviv, which had not been held since just before World War 2. The project of the revived fair was accepted and actively supported by the city authorities as well as Walery Antoniuk, the editor-in-chief of the Galicyjskie Kontrakty newspaper. Already at that point, the very high attendance of Polish companies had shown it was well worth developing such a concept of business. The list of events was quickly

FoodfromPoland

03/2019

Maxpol is a family business, which strictly translates into the good atmosphere among the employees

joined by Kiev, Donetsk, Minsk, and Kaliningrad. Currently, only the Inuit have never seen Maxpol customers.

Customer requirements have not changed over three decades. All customers are concerned with presenting their products in the best way possible, attracting attention, acquisition of new customers, and maintenance of the existing relations â&#x20AC;&#x201C; whether the commodity is a machine or a sweet snack. It is also an invariable fact that Maxpol is a family business, which strictly translates into the good atmosphere among the employees. Investment in their own resources for construction of stands quickly brought positive results. For more than a decade, a coherent team of experienced carpenters, warehouse personnel and drivers has been making it possible for exhibitors preparing for Europeâ&#x20AC;&#x2122;s greatest trade fair events to only care for their own presentation of products when they arrive on site. The company does not forget about its

PRESENTATION

office workers either; each day, they care for professional completion of the entire cycle of formal issues related to an exhibitor’s participation in a fair. Maxpol stands have been distinguished for their unique design very frequently. The largest Polish companies have witnessed the quality of labour in the construction of the most diverse exhibition structures. The customers choose Maxpol to receive an attractive location as well, which affects the sales results of an exhibitor in a positive way. Many years of cooperation with foreign organizers have made the company able to provide such results, caring for the good of the customer. Over the years, other entrepreneurs established similar companies. Enterprises involved in marketing, promotion and PR also came to life. Due to the quick development, the market needed increasingly proven in-

formation on such institutions, the structure itself and the capabilities. Therefore, 17 June 1993 saw the establishment of the Polish Corporation of Commercial Fair and Exhibition Organizers – today, the Polish Chamber of Exhibition Industry. Among more than 100 associated enterprises, Maxpol has been there from the very beginning, as a founding member of the chamber. 30 years of hard work has brought distinctions. “Polish Food Export Awards”, the Recommendation of the Polish Chamber of Exhibition Industry, “Golden Cash Receipt 2015”, many distinctions granted by foreign fair organizers. Małgorzata Ryttel, a Member of the Management Board, stresses it is customer satisfaction that has been the foremost priority in pursuit of common success from the very beginning. A customer’s success means success of the entire company.

PPH MAXPOL Sp. z o.o. 479 Puławska Street 02-844 Warsaw, Poland Phone: +48 22 628 06 21

+48 22 625 14 08 maxpol@maxpol-targi.com.pl www.maxpol-targi.com.pl

03/2019

FoodfromPoland

STATISTICS

Globally or locally? Promotions of confectionery and salty snacks in commercial brochures from Central and Eastern Europe It would seem that the trends persistent on the European market, such as emphasis on healthy nutrition or care of a slim figure, are not favourable to the sales and promotion of confectionery and salty snacks. Yet it is hard to imagine consumers showing complete lack of interest in such goods, especially during the carnival, when crisps, salty sticks and cookies become an indispensable feature of parties and meetings. Therefore, producers invest in advertising of salty snacks and confectionery, as these products are unsurpassed in the way they Agnieszka Smarzewska tempt consumers with their taste and even FOCUS Research International entice spontaneous purchase under the spur of the moment. FOCUS Research International has checked how the promotion of such products look like in trade brochures of Central and Eastern European countries. Which products have been promoted most frequently? The study of promotional brochures of trade chains monitored by FOCUS Research International covered the first half of 2019. An important thing that becomes evident during the analysis of the research results is the fact that the most promoted articles in each country are often dominated by different brands. However, in many cases, they are

trademarks owned by a single enterprise. In case of salty snacks, this can be usually exemplified by brands of the German company Intersnack. Its portfolio includes numerous salty snack brands on local markets, such as the Pom-Bär crisp brand created in Germany in the 1980s, which have enjoyed a large number of offers in trade chain brochures from Slovakia and Hungary. Intersnack also owns the crisps of the traditional, local Bohemia brand, most popular in Czech brochures, as well as the Chio Chips, promoted most frequently in Romanian brochures. Polish promotional brochures, on the other hand, predominantly presented global brands: the lead in the category of salty snacks was held by chips under the Crunchips brand, owned by the German Lorenz Bahlsen Snack-World company, and the Lay’s chips owned by PepsiCo. Moreover, it is worth mentioning that the most-promoted salty snack articles in store brochures from Serbia and Slo-

Fig. 1. Snacks/salted products – Poland

Fig. 2. Snacks/salted products – Czech Republic

Product

Weight

Promotions

Product

Weight

Promotions

Crunchips X-Cut Chipsy

140 g

182

Bohemia Tyčinky Solené

85 g

167

Frito Lays Chipsy

140 g

172

Bohemia Tyčinky Sýrové

85 g

159

Crunchips Chipsy

140 g

172

Bohemia Chips Brambůrky Solené

70 g

135

Lorenz Wiejskie Ziemniaczki Chipsy

130 g

165

Pom-Bär Snack Original Solený

50 g

126

Lajkonik Paluszki Słone

200 g

141

Strážnické Brambůrky Jemně Solené

60 g

124

Data: 01.01-30.06.2019 Source: FOCUS Research International

FoodfromPoland

03/2019

STATISTICS Fig. 3. Snacks/salted products – Slovakia

Fig. 4. Snacks/salted products – Hungary

Product

Weight

Promotions

Product

Weight

Promotions

Pom Bär Snack Original

50 g

Lay’S Chips

70 g

120

Lay’S Chipsy Solené

70 g

Pom-Bar

50 g

101

Miva Chrumky Arašidové

60 g

Chio Chips

70 g

Ensa Arašidy Pražené Solené

100 g

Chio Chips

65 g

7 Days Bake Rolls Pizza

80 g

Cheetos

43 g

Product

Weight

Promotions

Fig. 5. Snacks/salted products – Romania

Fig. 6. Snacks/salted products – Serbia

Product

Weight

Promotions

Chio Chips

140 g

Štark Smoki Kikiriki

150 g

Mogyi Popcorn Pentru Microunde

100 g

Štark Smoki Kikiriki

50 g

Maretti Bruschette

70 g

Tuc Krekeri Više Vrsta

100 g

Lay’S Chips

140 g

Maretti Bruschette Brusketi Više Vrsta

70 g

Nutline Arahide Prăjite Şi Sărate

300 g

Chipsy Čips Classic Slani

40 g

Fig. 7. Snacks/salted products – Slovenia

Fig. 8. Snacks/salted products – Montenegro

Product

Weight

Promotions

Product

Weight

Promotions

Štark Flips Smoki

150 g

Stobi Flips

40 g

Štark Smoki Party Pack

250 g

Chipsy Čips Classic Slani

80 g

Chio Snack Taccos

65 g

Pardon Štapići Slani

240 g

Chio Pecivo Mešano Maxi Mix

250 g

Chipsy Čips Classic Slani

150 g

Chio Snack Big Pep

65 g

Clipsy Flips Kikiriki

200 g

Data: 01.01-30.06.2019 Source: FOCUS Research International

venia included crisps of the Štark brand owned by the Croatian Atlantic Grupa company. The situation is similar for the research results of the most frequently promoted products in the confectionery category: in many cases, the most popular among the offers were goods of domestic brands, often traditional and strongly connected with the national culture, yet owned by international companies. This was the case for the chocolate bars category in brochures from the Czech Republic, Slovakia and Hungary. In Czech brochures, the most frequently promoted product was the Kaštany bar under the domestic Orion brand with roots reaching back to the 19th century, currently owned by Nestle. Other Nestle-owned brands include Zora and Balaton, whose chocolate bars were most frequently promoted in Slovak and Hungarian brochures. In the category of biscuits/cookies, the majority of the most frequently promoted products was owned by the Mondelez company: Opavia cook-

ies advertised in Czech and Slovakian brochures, Győri Édes cookies in Hungarian ones, as well as the Prince Polo wafers of the famous Polish Olza brand, which have turned out to be the most promoted in the wafer category in Polish brochures. However, there have also been cases when the most-promoted articles were products of domestic companies. This was true in Romanian brochures for wafers of the Alfers brand owned by the Romanian Alka Group. In the Czech Republic and Slovakia, the products of the wafer category, most promoted in brochures, were Sedita wafers, the brand owned by the Slovak I.D.C. Holding company. On the other hand, cookies of Bambi, a company established back in the 1960s in what was then Yugoslavia, now owned by the Coca Cola Company since recently, recorded a large number of promotions in Serbian and Montenegrin brochures. When analyzing the research results, one can come to a conclusion that highly-promoted

products were predominantly those under brands that have been well-known and well-rooted on a given market for many years. Even if a local trademark, factory or a company was purchased by a foreign enterprise, an always familiar brand bears the same values in the consumers’ awareness and is associated with the same benefits it had promoted for a long time. Confectionery is a strongly emotion-affecting category, which may be the reason why creating advertising messages based on a sentiment is the key to success in the face of a trend for resignation of snacks and sugar. Such brands as Orion in the Czech Republic or Prince Polo in Poland do not only provoke associations with a given commodity but are also connected with the history and culture of a given community. It seems that producers have opted for a safe strategy of brochure promotion of products under brands that are proven, well-liked and, importantly, well-rooted in the culture of a given country.

03/2019

FoodfromPoland

MARINATED LOIN OF PORK FROM THE BROTHERS Drawing from tradition and recipes veriited by generations, creating products with passion and taste--rst for their nearest and dearest, and now for their customers- the Dobrowolscy brothers have created an oﬀer of exceptional products of witch they are proud. p Unique products marinated in brine, prepared only from natural ingredients, traditionally smoked on fruit wood. Made from raw materials with a weight exceeding the basis weight of the nished product.

TRADITIONAL HAM SAUSAGE FROM THE BROTHERS 102 g Meats per 100 g of product Natural ingredients Traditionally smoked

110 g loin per 100 g of product Pickled in marinade Without phosphates Traditionaly smoked

MARINATED HAM FROM THE BROTHERS 120 g Meats per 100 g of product Pickled in marinade Without phosphates Traditional smoked

In an atmosphere of need and response to the expectations of modern consumers, the idea of creating a poultry line by the Dobrowolscy company was bor. Kukuryku, as ”siblings” of other Dobrowolscy brands, is free of artiicial additives and can boast of a high meat content and boast of a high meat content and of roots reaching back to family traditions . With respect to the recipes and with concern for meeting the expactions of modern consumer, we have created products that are traditionally smoked , with excellent taste, witch at the same time are free of phosphates , artiicial colourants and thinckeners. This i how we made our roasted chicken breast, traditionaly smoked turkey breast, tender sausages witch chicken breast and chicken in aspic. tu

SUBCARPATHIAN POULTRY KRAKOWSKA SAUSAGE

TENDER SAUSAGE WITCH CHICKEN BREAST

95 % meat

107 g meat per 100 g of product Traditionally smoked Without phosphates, artiicial colourants and thinckeners

The brand of excellent premium quality cured meats. These sausages owe their excellent taste to traditional smoking in a true smoking chamber, just as our grandparents did. The attachment to tradition is also reeected in excellent recipes and the use of carefully selected raw material. In addition to their undeniable advantages such as taste, aroma and recipe, the products from the "Traditionally Smoked" brand meet the most restrictive requirements for the content of polycyclic aromatic hydrocarbons (PAHs), which will become eﬀective in Poland from September 2017. The Traditionally Smoked brand proves that th the "Dobrowolscy" company can combine the advantages of a regional manufacturer with nationwide production and distribution capabilities.

SIRLOIN FROM WADOWICE 110 g ham per 100 g of product Without phosphates Smoked on beech wood

HAM FROM WADOWICE 110 g ham per 100 g of product Without phosphates Smoked on beech wood

FARMER’S HAM FROM WADOWICE 120 g ham per 100 g of product Only natural ingredients Smoked on beech wood

UNCLE’S BACON 128 g ham per 100 g of product Smoked on beech wood

MARKET

Opting for ready meals

They are chosen by 85% of consumers, and the market is worth more than PLN 1 billion. The accelerating pace of life translates into quick development of the ready meal market.

Toshiro Tsuboi President of the Management Board of Ajinomoto Poland

According to Kantar Millward Brown, almost 85% of Poles reach for instant meals in cups, whereas the entire market is worth more than PLN 1 billion and is growing at a pace of nearly 7% annually. Polish people are increasingly eager to expand their menu with tastes they discover in travel, hence the growing share of oriental meals, e.g. from Asian cuisine. Producers also adapt their offer to the needs of vegans and vegetarians. “The value of the ready meal market in Poland exceeds PLN 1 billion annually. Recently, we recorded an annual growth of approx. 5%. This fact makes this market attractive to us, not just in terms of instant soups or noodle meals but also with regard to vegetarian or vegan products, or rice noodles. We notice large opportunities for development in Poland,” Toshiro Tsuboi, the President of the Board of Ajinomoto Poland, says to the Newseria Biznes news agency. The Poles’ nutritional habits have been changing over the recent years. The pace of life is increasingly faster, so not everyone is able to spare some time for the preparation of a home meal every day. Hence, the growing popularity of ready meals. As late as 2012, the value of the instant meal category amounted to approx. PLN 924 million. In 2018, it already reached PLN 1.53 billion according to the Economist Intelligence Unit, and forecasts assume it will grow at a rate of 7-8% in the following years. According to the study by Kantar Millward Brown, almost 85% of Poles reach for instant meals in cups. “The market of ready products is growing. Our product category – noodles and fried meals – is worth more than PLN 400 million and grows several percent year on year. Among the trends, we notice an increase in sales of oriental products. Traditional Polish tastes, such as fried chicken or tomato soup, are still important and account for the vast majority of the products we sell, but the growth rate of oriental brands is significantly higher, at a level of approx.

FoodfromPoland

03/2019

20% over the last three years vs. several percent for traditional brands,” says Sergiusz Matusiak, the Vice-President of the Board of Ajinomoto Poland. Consumer research confirms the changing taste preferences of the Poles. Oriental tastes enjoy more and more popularity. According to the Nielsen research of September 2018, their share in the market is on the rise, both in terms of value and quantity. The quantitative share of oriental products has increased to 42%, and the value share to 37%. “Polish people have known Asian cuisine for many years, yet recently, their awareness is definitely growing. At the outset of our business 20 years ago, Asian products sold at the level of several hundred million zlotys, while now, the market is worth PLN 1.5 billion. People tend to travel through Asia more, they like and appreciate Asian cuisine – especially the Japanese one, being synonymous with quality and health. We, in turn, try to promote Asian and Japanese cuisine in Poland through our products, and simultaneously offer products that are convenient and easy to prepare,” Sergiusz Matusiak says. In 2017, 43% of the surveyed Poles visited restaurants offering Chinese or Vietnamese cuisine (compared to 15% in 2015), and 25% visited a Japanese restaurant (compared to 9% as late as two years before). In Warsaw, the number of restaurants offering sushi and Japanese dishes grows at a rate of approx. 5% year-on-year. The Vice-President of Ajinomoto Poland stresses that this trend also translates to the market of ready meals. “The prospects for market development are good, we can see growing popularity of oriental cuisine, as well as of convenient and easy-to-make products. It is important to expand the offer; it should not consist of the same tastes over and over but the choice should be increasingly rich,” Sergiusz Matusiak says. He stresses that the share of private labels on the ready meal market has dropped by nearly twenty percent over the last 20 years. On the other hand, the share of producer brands is growing. “This is particularly important given the fact that we are slowly departing from focusing on price. Under price competition, we often forget about quality, which has an adverse impact on the consumers. Companies invest in R&D, research departments,

they focus on quality, since if it is a brand product, its quality affects the company’s reputation. This is why we are glad that the Polish people pay more and more attention to the quality of the products, rather than just the price,” Sergiusz Matusiak says. Ajinomoto – with its offer of Japanese soups and noodle meals under the OYAKATA brand – intends to introduce new ready products inspired by Japanese cuisine to the Polish market. This year, the company plans to import original Thai soups under the YumYum brand in three most popular tastes. “We would like to release instant foodstuffs to the market, including both noodle products and vegetarian or vegan ones. We also envisage investments in marketing activities. We do not want to restrict ourselves just to activity in the social media, such as Instagram or Facebook, but to implement a TV campaign in other mass media as well,” Toshiro Tsuboi says. The company has been present on the Polish market for 20 years. Its own production plant in Małkinia has doubled its employment and production capacity over that time, with more than 300 people working there currently. In 2016, the company launched a modern production line for instant noodle soups in cups, designed in Japan. “Twenty years ago, we decided to enter the Polish market, since it is the second largest market of ready meals with noodles in the European Union. Therefore, the first reason was the large market opportunities we had noticed in Poland. The second one was the deep, very close and well-founded relations between Poland and Japan,” says the President of the Board of Ajinomoto Poland. Investments connected with the expansion of the storage area by another 33 pallet spaces and of welfare facilities for the employees are planned this year. “Another direction of our activities is the launching of internal production of liquid spices. Currently, the spices used in our products come from external suppliers. In the nearest future, we intend to activate our own production,” Toshiro Tsuboi says. Sergiusz Matusiak, Vice-President of the Management Board of Ajinomoto Poland Source: Newseria.pl

MARKET

Polish people eat ice cream by the ton The sales of ice cream are on the rise. Polish people do not only reach for it as a refreshment but also to make themselves feel better. Although more and more original tastes appear on the market, we remain faithful to the traditional ones – cream, chocolate and fruit. We are most likely to reach for scooped ice cream or large family packages, but the sales of ice pops rise on hot days. We pay increasingly more attention to the content and packaging.

Olga Walentynowicz PR Manager PPL Koral

“The year of 2018 broke a record of ice cream sales and consumption in Poland. During the season, PPL Koral sold almost 60 million liters of ice cream, and June that year was a record-breaking month in 40 years of the company’s history. One should remember that Polish people eat ice cream on an impulse basis. If the weather outside is very fine, the sun is shining, we reach for ice cream to get refreshed, to taste good flavours we remember from our childhood, or to make ourselves feel better,” points out Olga Walentynowicz from PPL Koral in an interview with the Newseria Biznes agency. The Poles eat more and more ice cream, but we still have some way to go before we reach the global top consumers, including New Zealand with 25 liters of ice cream, the USA with 20 liters, or Sweden with a consumption of more than 10 liters per person.

“Ice cream consumption is affected by a whole lot of factors, such as affluence of the society, social issues, e.g. whether we often go out to restaurants, whether we eat out, as well as ice cream availability in stores. Predictions are very positive, and sales are intended to grow all the time,” Olga Walentynowicz assesses. The data of PPL Koral show that sales are dominated by traditional tastes we remember from our childhood. The most popular ones are cream (39%), chocolate, and fruit (25% and 23% respectively). Quite rarely do we decide to experiment. A last year’s survey has shown that only 13 percent of consumers reach for unusual tastes. “Polish people are not fond of such novelties as spinach-flavoured ice cream. We are more oriented to tastes which are traditional but unheard of as ice cream. This year’s hit is poppyseed ice cream in white chocolate with marzipan. These are tastes we know, yet they come as a surprise when served as ice cream,” Walentynowicz points out. Scooped ice cream is the most popular (30%), and if we choose packaged ice cream, it is usually family ice cream in a large package (29%). Ice pops and cones are chosen significantly less frequently, yet much depends on the weather.

“Declarations in surveys of the favourite ice cream form is one thing, but if the weather is very fine and hot, Polish people will definitely reach for impulse ice cream. Ice pops come first in such circumstances, bringing instant refreshment,” Walentynowicz comments. Although we are usually motivated by price when choosing ice cream (41%), we pay increasingly more attention to the composition and content of natural ingredients, as well as the form of serving (38% and 36% respectively). The product brand is important, above all, to people over 50 years of age. “Consumers are becoming more demanding and increasingly conscious. They pay more and more attention to the content of products and the manufacturer. Therefore, producers have to try increasingly hard and pay attention to everything – from composition to packaging and the manner of sale. Our experience shows that Polish people also pay much attention to ice cream packaging. We always try to surprise; we have already had ice cream in a jar and this year, we offer ice cream in a package with a hologram,” says Olga Walentynowicz. Source: Newseria.pl

03/2019

FoodfromPoland

MARKET

Countless faces of beer

The beer industry in Poland is undergoing a revolution. Consumer preferences have changed radically, beer is so much more than just a regular lager. Pilsner, Porter, Stout, with the addition of fruits, honey, herbs... Opportunities are countless, so market keeps growing. We asked specialists what about the biggest changes.

Bartłomiej Morzycki General Director of the “Polish Breweries” Union of Beer Industry Employers (ZPPP Browary Polskie)

Last year, the segment of non-alcoholic beer in Poland recorded an 80% increase in sales – this was the highest growth rate throughout the European market. This year, the sector expects a similar, maybe even three-digit growth. Low-alcohol and non-alcoholic beer is the most prospective segment of the beer market today. It is growing at the expense of strong, high-alcohol beer the consumption of which is already oscillating around the marginal level. The Polish beer industry – the third-largest producer in the

FoodfromPoland

03/2019

European Union – has to respond quickly to the radical change in consumer preferences. On the other hand, it is experiencing strong cost pressure, caused, among other things, by increases in raw material prices and labour costs as well as the announced excise tax rise. “The Polish beer industry is in good shape, this sector has grown a lot over the recent years, it has undergone development. We estimate its total contribution to the Polish GDP at more than PLN 20 billion; it is an important employer. Moreover, this sector is a leader of fast-moving goods on the food market, generating high turnover, especially in smaller stores” Bartłomiej Morzycki, General Director of the Union of Beer Industry Employers (ZPPP) stresses in an interview with the Newseria Biznes news agency. Poland is the third-largest beer producer in

Europe – on average, every tenth beer available on the European market was brewed in Poland. The sector generates more than 157,000 jobs, pays PLN 11 billion in taxes annually, and also purchases more than PLN 6.5 billion worth of products and services from its subcontractors each year. As stressed by the Director of the ZPPP, the beer industry has an extensive chain of values and constitutes an important sector of the Polish economy. Andrzej Olkowski, the President of the Association of Polish Regional Breweries, adds that this industry has undergone a revolution over the recent years, caused by changes in consumer preferences. The developing segments include those associated with the so-called beer revolution – i.e. unpasteurized, strongly-hopped, flavoured beer, but

MARKET

also low-alcohol and non-alcoholic (so-called zero) beer. “Customers are looking for interesting beer – both on the Polish and European market. Interesting beer is a very broad concept and can accommodate many things. The last two years saw an explosion in sales of non-alcoholic beer with zero alcohol content, but there is also a rise in demand for strongly-hopped beer, fruit beer containing real fruit, a beer with an addition of tropical fruit, a beer with an addition of honey. In other words: beer other than pale lager,” Andrzej Olkowski says. “Beer-making in general – in Poland and throughout Europe, especially in the “beer-oriented” countries – is undergoing dynamic changes. Beer as a product changes, but so does the consumer, expecting something completely different today. The consumption of strong, high-alcohol beer is steadily dropping in Poland – this is already a margin of the market. On the other hand, low-alcohol beer and shandy experience a gain. The fastest-growing part of the market, in turn, is the segment of totally alcohol-free beer,” Bartłomiej Morzycki adds. He stresses that the segment of non-alcoholic beer in Poland recorded an 80% growth in sales last year and this was the highest growth rate on the entire European market. This year, the industry expects similar growth, maybe even reaching a three-digit value. “At such a rate, every tenth beer in Poland would be non-alcoholic within 3 to 5 years. This is confirmed by a trend evidenced by consumer research. What consumers look for in beer today is primarily taste, rather than alcohol. In other words, they drink as much as before, while the proportion of alcohol consumption is changing, non-alcoholic beer comprises an increasingly higher percentage,” Bartłomiej Morzycki says. Another distinct trend in the beer industry today is premiumization, meaning that the value of the market grows significantly faster than the changes in volume. Last year, the market recorded an increase of approx. 3-4%, whereas its value grew almost by 8%. “This effect resulted from premiumization, i.e. a larger percentage of high-end beer. Beer consumers are increasingly willing to experiment, to search for beer novelties, beer specialties, and they are increasingly bold to

The Polish beer industry is in good shape, this sector has grown a lot over the recent years, it has undergone development reach for a new, high-end beer,” Bartłomiej Morzycki says. The Director of the Union of Beer Industry Employers also stresses that beer is a product of traditional nature, with several centuries of tradition, and – in spite of various trends and changes in consumer preferences – beer, as a product in itself, will preserve its traditional character. “One consumer trend is to return to old tastes, to search for old recipes. When we look, for instance, at the offer of microbreweries, their idea of business is often based on the application of decade – or century-old recipes and the revival of traditional brewing. I think beer will, in essence, preserve its traditional nature but will always be subject to certain consumer fashions. Currently, such trends include the will to be healthy and fit, to care for your figure, which explains the popularity of zero beer. It has fewer calories and can be consumed by physically active people. We, the breweries, attempt to follow such trends and influence them at the same time,” Bartłomiej Morzycki claims. He stresses that the current challenges to the industry include growing costs, connected, among other things, with the increase in prices of energy, raw materials and labour. Due to all these factors, the price of beer is under strong cost pressure. “The availability and price of raw materials, availability of water – these things are crucial for the industry’s future. When we look at the local Polish market, also including waste management, recycling, closed circulation, these are all issues that concern us, since we are an industry that places hundreds of millions or even billions of bottles

and cans on the market. We are the only industry in Poland that organizes the returnable bottle market on such a scale. 50% of beer is sold in returnable bottles, this is the only such case on the Polish market,” stresses Bartłomiej Morzycki. Furthermore, the beer industry is particularly sensitive to regulatory changes – particularly those related to excise and the area of health policy. Therefore, it is important that any new changes in regulations are foreseeable and should not interfere with the functioning of the market. “We are afraid of the excise tax rise – but only if it is introduced unfairly or unevenly. If the excise tax rise reaches the level announced by the Ministry of Finance and affects all alcohol industries to the same extent, this will indeed be a cost driver, but a fairly allocated one. We would be more afraid in case of some changes in the excise tax calculation system, but I do not think this would ever take place,” says Andrzej Olkowski, the President of the Association of Polish Regional Breweries. Zbigniew Sikorski, the Chairman of the Secretariat of Food Industry of the Independent Self-Governing Trade Union “Solidarity” (NSZZ „Solidarność”), adds that the rise of excise tax – combined with the increase in raw material prices and growing cost pressure in the beer industry – may also affect the situation of employees working in this sector. “The regulations related to the anticipated rise of excise tax pose a certain future threat to the employees. The industry is developing excellently, it is able to feel the needs of the customers on the market and to reorient its production accordingly. In my opinion, there are no real grounds to increase the excise tax; why do something new if the old thing works well?” Zbigniew Sikorski says. Bartłomiej Morzycki, General Director of the “Polish Breweries” Union of Beer Industry Employers (ZPPP Browary Polskie), Andrzej Olkowski, President of the Association of Polish Regional Breweries, Zbigniew Sikorski, Chairman of the Secretariat of Food Industry of the Independent Self-Governing Trade Union “Solidarity” (NSZZ „Solidarność”) Source: Newseria.pl

03/2019

FoodfromPoland

Charge your batteries in the Polish country Slow life, slow food, slow fashion, minimalism – these are trends we hear more and more about; it can even be stated that we are now witnessing a slight turn towards the natural and familiar. Thus, the rising popularity of agri-tourism farms comes as no wonder. Such facilities have their unique charm as well as competitive prices, in comparison with urban accommodation. The recently concluded competition “There is no place like the countryside” – 12 Good Practices in Rural Tourism has shown that Polish rural areas are open, modern and constantly developing. Outstanding winners include places enabling one not to just relax outdoors but to have an active leisure. As many as 169 enterprises connected with the Polish rural tourism have been submitted for the second edition of the competition. The committee has chosen 4 winners. The goal of the competition is to select the most interesting places and attractions connected with this form of tourism. “With its tradition, diverse nature, cuisine, peace and friendliness of the locals, the Polish country today is an extremely attractive tourism product – fully modern yet drawing upon the regional spirit and culture,” said Robert Andrzejczyk, the President of the PTO. “This is the second edition of the project “No There is no place like the countryside” – 12 Good Practices in Rural Tourism. We are glad to have received a very large number of entries. 47 percent more were submitted compared with the previous year. Moreover, it is worth pointing out the high level of the competing facilities. This shows how much this project is needed” he added. Candidates, owners of tourist facilities located in rural areas throughout Poland, could apply for one of four categories: leisure at a farmer’s home, leisure in the country, a supplementary offer to leisure in the country, and traditional cuisine of the Polish country.

WINNERS OF THE COMPETITION: LEISURE AT A FARMER’S HOME – “WRZOSÓWKA” HOLIDAY HOME FARM LEISURE IN THE COUNTRY – “POD JABŁONIĄ” AGRI-TOURIST FARM SUPPLEMENTARY OFFER TO LEISURE IN THE COUNTRY – MAŁOPOLSKA WIEŚ Z TRADYCJĄ TRADITIONAL POLISH COUNTRY CUISINE – DWOREK TRADYCJA

FoodfromPoland

03/2019

“POD JABŁONIĄ” AGRI-TOURISM FARM

MAŁOPOLSKA WIEŚ Z TRADYCJĄ

DWOREK TRADYCJA

Photos: Polish Tourism Organisation

“WRZOSÓWKA” HOLIDAY HOME FARM

03/2019

FoodfromPoland

“WRZOSÓWKA” HOLIDAY HOME FARM

LEISURE AT A FARMER’S HOME CATEGORY

Apart from being a leisure location, this is a livestock farm, featuring primarily sheep. Architecturally, the Farm combines state-of-the-art design with a rustic style, respecting tradition and country architecture. Inside, you can see antique fireplaces and tiled stoves that are still operational. The interior of the house has been adapted for games; within an area of more than 300 square meters, one can play penny football, table football or badminton. Relaxation is guaranteed by a sauna, a whirlpool bath and the view of the Karkonosze Mountains it provides. The goldfish in the pond will be glad to make your three wishes true, and you can reach for the stars by looking through a professional telescope.

FoodfromPoland

03/2019

KŁOPOTNICA

“POD JABŁONIĄ” AGRI-TOURISM FARM

LEISURE IN THE COUNTRY CATEGORY

CELEJÓW

The “Pod Jabłonią” (Under the Apple Tree) farm is found in the area of the Kazimierz Landscape Park in the locality of Celejów. As the name suggests, it is famous for its apples. For more than thirty years, the hosts have been involved in fruit farming. At the farm, one can taste the local delicacies holding the Local Product Certificate – “Babeczki Renetki” (Rennet Cupcakes), “Piwoszki Jabłkowe” (Beer Dough Apple Tarts) and “Szarlotka Celejowska” (Celejów Apple Pie). Apart from the excellent cuisine and Old Polish hospitality, this place offers a lot of attractions. Guests can rent bicycles or use deck chairs, trampolines and a bonfire site.

Photos: Polish Tourism Organisation

03/2019

FoodfromPoland

MAŁOPOLSKA WIEŚ Z TRADYCJĄ SUPPLEMENTARY OFFER TO LEISURE IN THE COUNTRY CATEGORY Małopolska Wieś z Tradycją (Lesser-Poland Country with Tradition) invites you to come to the country in Lesser Poland and to learn the most beautiful folk traditions and ceremonies which have been cultivated for centuries in this part of Poland. The hosts are real enthusiasts; they are special and open-minded, and they know and foster the history and tradition of their “little homelands”, eager to spend time with their Guests, showing them local monuments of history, folklore and customs. The “Lesser-Poland Country with Tradition” project consists of 13 agri-tourist farms and facilities. Each of them is a source of knowledge of the traditions and ceremonies known and maintained for years in Lesser Poland. Each farm can boast a wide selection of local, ecologic products, often of in-house manufacture. Scents of festive goose, bread with sage, moskale potato pancakes or apple pie spread through kitchens.

FoodfromPoland

03/2019

MAŁOPOLSKA

BEŁCZNA

DWOREK TRADYCJA TRADITIONAL POLISH COUNTRY CUISINE CATEGORY “Tradition Manor”, located in the village of Bełczna, will be perfect for tourists looking for peace and closeness to nature. The owner’s passion has no limits. She collects old Pomeranian recipes, she bakes, cooks, picks herbs, mushrooms or wild fruit, makes jams, pickles meat, prepares liqueurs and describes all of her activities. Old household appliances, such as bowls, pitchers and cups, are still in use in the kitchen, while fragrant bread is baked in an old, traditional oven. Culinary festivals and workshops are held at the Tradition Manor, during which old traditions are maintained. The kitchen will delight you with delicious dishes, prepared according to proven regional recipes.

Photos: Polish Tourism Organisation

03/2019

FoodfromPoland

STORY

#FreeHongKong protests during HKTDC Food Expo 1 590 17 000 54 4 exhibitors

guests

countries & regions

days

Paweł Pańczyk Reporter

12th of August 2019 – the Hong Kong International Airport cancels flights over fourth consecutive day of silent protests at the spot. It is only 3 more days left since the HKTDC Food Expo begins. The next day HK police forces protesters to leave the airport using batons and pepper spray. Encounters result in the second day of flights disruption. Only after, airport obtains injunction against protesters on the third day – flights are being resumed. Finally, 15th of August – HKTDC Food Expo begins – it is located in the center of the city. Polish national pavilion as always looks great! Eighteen Polish producers exhibit their finest products (i.e. Gobarto, Maspex, EwaBis, Brześć, Bakoma, Bakalland) and two Polish organizations support foreign promotion (The National Support Centre for Agriculture and Tasteful Europe – tradition and quality). Guests from around the world can visit 5 levels of exhibition space classified in 16 major categories such as Health, Green & Organic Food or Rice, Noodle & Pasta. The city looks calm, thick clouds cover most of the surrounding hills. As the 18th of August approaches (penultimate day of the Food Expo) Hong Kong becomes a ghost city on some areas. It is due to the fact that other are just overcrowded. This is the day of a massive rally in Victoria Park which resulted in blocking whole Queensway, Hennessy Road, parts of Gloucester Road and Kings Road – main lines of communication in the city. According to Civil Human Rights Front 1.7 million protesters attended the rally. All things considered, protests did not influence the event that much. As far as I noticed, trade guests had no difficulties reaching the Hong Kong Convention & Exhibition Centre, therefore establishing new business contacts. Hope things will turn out okay for Hongkongers.

FoodfromPoland

foto: Klaudia Pańczyk

03/2019

STORY

PLMA Amsterdam 2019 World of Private Label Michał Pańczyk Reporter

2 700 16 000 120 2 exhibitors

guests

countries & regions

days

On May 21-22 our magazine was a part of PLMA 2019 – the biggest annual „World of Private Label” International Trade Show, which took place at the RAI Exhibition Centre in Amsterdam. This year PLMA brought more than 16 000 visitors, including exporters and importers from 120 countries. There was also a big amount of Polish companies. They were presenting their excellent products to make new collaborations with importers from around the world. Our magazine was a fine aid promoting Polish exporters and their private label products during the Trade Show.

foto: Weronika Nowak

03/2019

FoodfromPoland

CONTACT POLISH COMPANIES

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

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

•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 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.

•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.

•Brand Distribution Group is an international company with almost 27 years of experience, located in Poland, Germany, UK and Spain. The success of Brand Distribution Group company is based on

Brand Distibution 18 Niepodleglosci Avenue 02-653 Warsaw, Poland Phone: +48 500 100 130 contact@bdgroup.eu www.bdgroup.eu www.bd24.eu

modern infrastructure and thoughtful organizational and technical solutions. We are a natural choice for the customers, who are looking for the highest level of services and the best quality of products. •Company offers “A” brand products and strong local brands to customers from more than 70

countries. Brand Distribution Group is a valuable partner for producers who plan to grow their business and enter new markets without having the necessity to invest in sales force or merchandising and marketing resources. It provides a specialist solution to match customer’s international goals

and help to increase market penetration, build brand awareness, drive revenues and realise business efficiencies. Passionate about brands, Brand Distribution Group drives strategies to build long-term, sustainable brand equity. Work with us!

•The Cedrob Group is the largest Polish meat producer, leading in both poultry and livestock production, and the recognized producer of processed meat products.

GRUPA CEDROB Ujazdówek 2A 06-400 Ciechanów Phone: +48 23 672 44 11 Fax: +48 23 672 44 12 cedrob@cedrob.com.pl www.grupacedrob.pl

•Cedrob Group history consists of a long-term experience of the three companies – Cedrob, Gobarto and ZM Silesia, leaders in meat production in Poland based on Polish stock only.

•Business activity focuses on production of meat and processed meat products. The offer includes production of breeding animals feed. In one of the most technically advanced plants in Poland we produce chicken, hen, goose and duck meat, as well as pork, game and processed meat products, including ready meals.

•Thanks to a closed production cycle „from field to the table”, which gives us full control over all stages of our production process, we’ become a role-model in the sector.

•Cedrob Group, as the biggest Polish meat producer, employs over 7,000 people and cooperates with 8,500 agricultural farms in Poland.

FoodfromPoland

03/2019

Colian Sp. z o.o.

•Colian is a group of confectionery products cooperating under: Jutrzenka, Goplana Solidarność

1 Zdrojowa Street 62-860, Opatówek, Poland Export Department: Phone: +48 62 590 33 08 export@colian.com www.colian.com

achieve a position of one of the biggest confectionery producers on the Polish market.

and other brands. Aggregated experiences, technologies and production potentials let Colian

•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 company wants to be perceived as an innovative and an effective partner for many years.

CONTACT POLISH COMPANIES

•„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. 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.

• For almost 10 years, Grupa Owoce Natury has been exporting high quality fresh and processed agri-food products to over 50 countries around the world. We are at the forefront of Polish exporters of fresh fruit and vegetables. We work with over 60 producer groups and 100 individual farmers. The offer addressed to industry and retail includes standard and organic products from the range of: fresh, frozen, dried and powdered fruit and vegetables, NFC juices, concentrates, mousses and fruit and vegetable purees, processed cereal, meat and fish products, chocolate products, cookies, dairy products and milk powders, as well as dietary food, drinks and snacks.

• Hortex is a leading brand in frozen fruits and vegetables category and one of the leading producers of juices, nectars and drinks in Poland. The company has been challenging new trends for several dozen years, making up innovative products and taste combinations, adjusting to changing lifestyle of its customers. Taking into consideration their various needs, product range encompasses over 400 SKUs. • Hortex products are subject to in-depth, multi-stage quality control and assessment, based upon the highest standards and best practices. Plant, when they are manufactured, have been granted certificates confirming top quality and product safety – IFS/BRC, ISO. Owning to that Hortex brand means top quality and is perfectly recognized.

• Indykpol is a modern Polish brand, whose products are based on turkey meat, which is characterized by a number of unique advantages over other meat types (check The Advantages Of Turkey Meat). • The company is fully responsible for its products, which is achieved by strict control realized at all stages: from feed production to store shelves (from Farm to Fork). • Thanks to the above, good nutrition can become an everyday pleasure without causing any fuss. Indykpol’s products are healthy, tasty and convenient. • Indykpol is a symbol of European Quality in relation to products from turkeys.

• 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.

Dobrowolscy Sp. z o.o. Wadowice Górne 93, 39-308, Poland Phone: +48 14 666 20 00 dobrowolscy@dobrowolscy.pl www.dobrowolscy.pl

Grupa Owoce Natury Ltd. 25 Serwituty Street, 02-233 Warsaw, Poland Phone: +48 605 517 013 +48 603 147 942 kamil.kowalski@owocenatury.eu agnieszka.rembisz@owocenatury.eu www.owocenatury.eu

Hortex Sp.zo.o. Polski Ogród Sp.zo.o. 2 Mszczonowska Street 02-337 Warsaw Phone: +48 22 572 12 12 frozenexport@hortex.pl www.hortex.pl

Indykpol S.A.

3 Jesienna Street 10-370, Olsztyn, Poland Phone: +48 89 52 62 222 sekretariat@indykpol.pl www.indykpol.pl

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

03/2019

FoodfromPoland

CONTACT POLISH COMPANIES

PMS

CMYK 34/0/100/0 PANTONE 356 C CMYK 100/0/100/15

(tylko dla logotypu na tle białym) PANTONE 7595 C • Kupiec is one of the largest producers of healthy food in Poland, active in the industry since 1987. Maintaining a healthy joy for life is a daily choice. It is a conscious one for the company, helping to CMYK 30/65/65/55 create products that improve the qualities of life, health, well-being and the pleasure derived from

Kupiec Sp. z o.o.

17 Kupiecka Street, Paprotnia 62-513 Krzymów, Poland

food. PANTONE Cool Gray is3 aCproven and reliable Polish brand that continuously promotes high quality. • Kupiec

The company is a producer of rice, corn and chocolated cakes. As well as instant breakfast and CMYK 0/0/0/30 dinner products. It makes every effort to provide customers with the highest quality of the products Phone: +48 63 241 37 39 it offers, both in terms of ethics and flavour. eksport@kupiec.pl (tylko dla logotypu na tleKUPIEC białym) • The brand is present at all major industrial events, winning priceless experience and gainwww.kupiec.pl

CMYK

ing new sales in markets all over the world. Our expertise in adapting our services and portfolio to the needs of buyers from Europe, Asia, the Middle East and both Americas is the best recommendation of our offer.

(tylko dla logotypu na tle białym)

•The MAGO Group is the leading manufacturer of the state-of-the-art solutions in the area of sales and storage space arrangement. It provides comprehensive furnishing for all types of 14.08.2019 Tomasz Bakuła facilities. Offer includes high quality, modern solutions for trade including, store racks, stand-alone display units POS and POP, storage racks, checkout counters and advanced systems for the MAGO Group functional and efficient management of products in a commercial facility. Company provides 119/121 Katowicka Avenue, Rusiec installation and after-sale service for solutions. Group designs and manufactures luminaries and 05-830 Nadarzyn, Poland components related to the use of light sources. Further, it provides the solutions which integrate Phone: +48 22 729 81 01 online and traditional shopping. sprzedawcy@mago.com •The MAGO Group consists of the manufacturing plants in: Rusiec, Rawa Mazowiecka and www.mago.com Kaliningrad, and the companies: Hemilab (new technologies), Perfect Data (smart shelf technology) and Danler (lighting). Company has branches in Russia, Germany, France and Ukraine, and distance networks in Poland and worldwide. Wide offer and the individual approach to customers helped to achieve the position of one of the leaders of the global store and warehouse equipment industry.

PPH MAXPOL Sp. z o.o. 479 Puławska Street 02-844 Warsaw, Poland Phone: +48 22 628 06 21

+48 22 625 14 08 maxpol@maxpol-targi.com.pl www.maxpol-targi.com.pl

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.

• “Makarony Polskie SA is one of the biggest, dynamically changing pasta producers in Poland. It

Makarony Polskie S.A.

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

15a Podkarpacka Street 35-082 Rzeszów, Poland Phone: +48 17 875 30 10

shapes of pasta, pressed and laminated, manufactured with or without eggs, from finest durum and

Fax: +48 17 875 30 20 sprzedaz@makarony.pl www.makarony.pl

includes also production services, we produce pasta and processed products for brands of the biggest

standard wheat.

•The company’s products are sold under two main brands: Makarony Polskie and Sorenti. Our activity 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 products.

•Out of concern about quality and taste, both raw materials and finished products are thoroughly examined by skilled Quality Control Teams.”

•Grupa Maspex is one of the largest food companies in Central and Eastern Europe with sales revenues more than 1.1 bn EUR. It was established in 1990.

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

•The 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 always been a priority for Maspex. To achieves this, in all

Maspex Group production facilities. The quality system meet requirements of IFS standards. Our

company has 15 plants as well as the most modern logistic hubs in this part of Europe with storage

capacity for over 400 thousand pallets. Brands like Tymbark, Kubus, Caprio, DrWitt, Tiger, Lubella, Łowicz, Krakus, Kotlin, La Festa, Coffeeta, Ekland, Salatini are unquestionable leaders in their categories. •Products of Maspex Group are sold to 60 countries worldwide.

FoodfromPoland

03/2019

CONTACT POLISH COMPANIES

•Mlekpol Dairy Cooperative in Grajewo is the biggest producer of milk and dairy products in 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.

•Mlekpol Dairy Cooperative in Grajewo is the biggest producer of milk and dairy products in 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

•Foreign customers value the quality of the product and the stability of cooperation which is ensured by Mlekpol.

MLEKPOL 13 Elewatorska Street 19-203 Grajewo Phone: +48 86 2730537 sekretariat.handel@mlekpol.com.pl www.mlekpol.com.pl

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 beginnings of the Toruńska distillery are shrouded in legend. As early as the 1850s, spirits

were being produced on an industrial scale in the Mokre district of Toruń. A state-of-the-art for the times distillery was opened on what is now Olbrachta Street in 1884, and that date is recognised as

the founding of Toruńska. The alcoholic beverages produced there were known not only in Europe, but made their way to Africa and Asia as well, winning many awards and distinctions worldwide.

When the distilling industry was nationalised in 1925, the Toruńska Rectified Spirit Distillery became the property of the National Treasury, and from that time onward functioned under the name

Polmos. The Second World War miraculously spared the distillery from destruction, thanks to which we can still today admire the pre-war building which is a model for preservation of 19th century

Toruńskie Wódki Gatunkowe

14/16 Jana Olbrachta Street 87-100 Toruń Phone: +48 56 623 29 66 marta.wichowska@torunskiewodki.pl www.torunskiewodki.pl

industrial architecture.

• VIRTU is the leader producer of ready-cooked meals in Poland. This family-run company

was established in 1992. During 27 years we have managed to build a strong, recognizable and valued brand. As a leader in the production of ready meals, we not only respond to the market demand by providing innovative solutions but we also set market trends in our category.

• Currently Virtu has 2 modern production facilities, both certified IFS and BRC, to ensure the

highest quality of our products. We are constantly developing to meet the changing nutritional trends and growing customer’s demands for quick, convenient and tasty meals.

• Company supplies chilled ready meals to the biggest retail chains in Poland and Europe, under Virtu brand as well ass under Private Label of business partners.

• 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.

Virtu Production Sp. z o.o.

35 Łośnicka Street 42-400 Zawiercie, Poland Phone: +48 32 671 81 40 eksport@virtu.com.pl www.virtu.com.pl

ZPC Vobro Wojciech Wojenkowski

78 Podgorna Street 87-300 Brodnica, Poland Phone: +48 56 493 28 51 export@vobro.com.pl www.vobro.pl

• 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.

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

03/2019

FoodfromPoland

DISCOVER POLISH PRODUCTS Hortex Stir-fry vegetables with herbs and red pepper 400g

Hortex Apple Juice 100% 1l

Hortex Stir Fry Vegetables with herbs and red pepper is a perfect blend of potatoes wedges, most delicious vegetables and seasoning closed in a separate sachet. It can be a meal itself or inspiration for many dishes – you can use this product for stew, gratin or whatever you like!

Apple juice squeezed with the utmost care. Hortex is a guarantee of quality and excellent taste. 60 years of tradition, passion and commitment is a reliable recipe for success! www.HORTEX.pl

www.HORTEX.pl

Fruits and vegetables

Ewa-Bis offer

The offer addressed to industry, Horeca and retail includes standard and organic products from the range of: fresh fruit and vegetables from European moderate climate zone as well as the wide range of frozen, dried and powdered fruit and vegetables from the whole World.

The offer addressed to industry, Horeca and retail includes standard and organic products from the range of: NFC juices, concentrates, mousses and fruit and vegetable purees, processed cereal, meat and fish products, chocolate products, cookies, dairy products and milk powders, as well as dietary food, drinks and snacks.

www.OWOCENATURY.eu

Kubuś Mousse + Yoghurt Kubuś Mousse with Yoghurt is a combination of fruit mousse with creamy natural yoghurt. It is an ideal and healthy after-breakfast treat for children, offered in a convenient, light and safe package. No spoon is needed to have it. Our mousse makes a great addition to the lunchbox, school-bag, and a perfect choice for an afternoon walk or a school trip. Thanks to the pasteurization process and hermetic closing, Kubuś Mousses with Yoghurt do not need to be kept in the fridge, so you can take them anywhere! Our mousses combine a rich source of fibre with a portion of vitamin C , which supports healthy functioning of the immune system. There’s no added sugar, no glucose-fructose syrup, no preservatives and no artificial colours. Kubuś Mousses with Yoghurt come in a variety of delicious flavours: peach-apple-banana + yoghurt, strawberry-apple-banana + yoghurt and vanilla-banana-apple + yoghurt. www.MASPEX.com

FoodfromPoland

03/2019

TYMBARK FRUIT MOUSSE 100% Tymbark 100% Fruit Mousses are nutritious natural snacks, made 100% from fruits and vegetables, rich in vitamin C and fibre, with no added sugar. Tymbark Mousse combines the best natural flavours in a comfortable form of small, easy-to-use and convenient 120g pouch package. A big advantage of this product is that it does not need to be stored in a refrigerator. It’s a perfect choice for a second breakfast, short break or as a snack during outdoor activities. It is an easy way to have a portion of fruits and vegetables always with you. We offer Tymbark 100% Fruit Mousses in three delicious flavours: strawberry-apple-banana-carrot, apple-banana-passionfruit, and mango-apple-banana. www.MASPEX.com

DISCOVER POLISH PRODUCTS Skills Original

Pro Vita

Skills Original – it’s one of recencies in the assortment of the producer. The product includes ball – shaped lollipops in 5 flavours: strawberry, apple, orange, lemon and cola. Attractive package with transparent wrap exhibits the higher quality of the article. The product is packed in a 120 g bag and a tube containing 100 pieces.

Filled candies, 60 g The novelty in ARGO’s offer are filled candies – PRO VITA – Aloe +, Melissa+ and Salvia+. Herbal flavour achieved thanks of extracts, natural oils, natural flavourings, lack of gluten and allergens, natural colours are indisputable features, which have an effect of success of debut the products on polish as well as global market. Caramels are packed in 60 g bags. www.ARGO.net.pl

www.ARGO.net.pl

Grześki Chocolate Bar So bite into the world of Grześki and enjoy. www.COLIAN.com

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

Pralines Panna Cotta, Coffee&Cream 290g

Pralines Coconut&Caramel 125g

Mix of VOBRO Pralines: Panna Cotta chocolates have delicious raspberry filling, which will attract lovers of chocolate and Italian desserts, Coffee&cream bewilder with a creamy Italion espresso filling with a distinctive chocolate note.

Novelty in VOBRO Pralines offer – new flavour Coconut&Caramel which is fabulously delicious combination of coconut and caramel delight straight from a tropical paradise. www.VOBRO.pl

www.VOBRO.pl

03/2019

FoodfromPoland

DISCOVER POLISH PRODUCTS Offer of BOGUTTI COMPANY!

Rice Cakes from Kupiec

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

Rice Cakes from Kupiec are a natural and light snack that is perfect for everyone. Rice cakes are made of top-quality whole-grain brown rice. Due to the unique production technology guarantees, the precious nutritional ingredients and long-lasting freshness are retained in the products without the addition of any preservatives. Our cakes are rich in vitamins, minerals, fibre and good carbohydrates. As they are gluten free, they are recommended for people suffering from celiac disease. They are a healthier alternative to bread and can be eaten between meals. When combined with other ingredients, they can become a healthy breakfast or supper.

www.BOGUTTI.com

www.KUPIEC.pl

Bianka – cooked turkey breast

Frankfurters Jedynki Classic

Product produced turkey breast, characterized by a low natural fat content – less than 2%. Product with an appetizing, bright pink cross-section and a delicate and natural taste. Large slices (12 x 16 cm) ideal for arranging compositions on a platter, sandwich. The main advantages of breast cooked Bianka: a unique product in its category with 100% turkey meat naturally low fat content, delicate taste.

Turkey Frankfurters made of highest quality meat without addition of MSM Original packaging allows for individual unpacking, what makes it easier to store and eat outside home. Without sodium glutamate and phosphates. Gluten-free product. Frankfuters without a casing. Tasty frankfuters ideal as a hot meal or a cold snack. Also available in a variant Jedynki with cheese, Jedyneczki frankfurters for children

www.INDYKPOL.pl

Washing liquid ECO-BOX Triumf Color 3 l

Washing gel Voll 1,5 l, 3 l

The innovative bag-in-box packaging system is a solution that is becoming more and more popular in the world. It is a combination of a barrier bag with a reusable valve and a cardboard box. This ecological and practical packaging uses 6 times less plastic (compared to 3 one-liter traditional bottles). In combination with the ecological formula of the detergent, the ECO-BOX Triumf Color washing liquid is a unique, highly concentrated product for all those who care about themselves and the environment. It has strong cleaning effect, effectively removes stains and dirt from fabrics, and at the same time retains intense colors for a long time. It does not contain phosphates or zeolites. The family packaging lasts up to 50 laundries.

Washing gel Voll Universal, Weiss and Color is an effective and safe laundry detergent for the whole family. It is suitable for washing in automatic washing machines as well as hand washing, at temperatures from 30°C to 60°C. Voll gel contains 6 enzymes and coconut soap that effectively remove stains and all kinds of dirt. Thanks to the gel consistency it dissolves perfectly in water and rinse out of the fabric. It leaves a pleasant, fresh smell on clothes for a long time. A 1.5-liter bottle is enough for 20 washes and 3-liter bottle for 40 washes.

www.BDGROUP.eu

FoodfromPoland

03/2019

www.BDGROUP.eu

DISCOVER POLISH PRODUCTS Milcasa

Mozarella

Milcasa is a milk brand from the MLEKPOL’s portfolio dedicated to foreign customers that stands for UHT milk of the highest quality – a natural full value food product with an exceptionally creamy flavour. Milcasa milk comes from cows grazed on the cleanest Polish meadows, located in areas not contaminated with heavy industry. Not without a reason the Polish regions of Podlasie, Warmia and Mazury, where Milcasa originates from, are called the Green Lungs of Poland. Milcasa milk comes from cows fed with non-GMO products. Being an excellent source of calcium and protein, it also provides a wealth of valuable vitamins and minerals.

Italian flavour, Polish milk. Made of the highest quality milk from cows grazed on meadows located in the Polish regions not contaminated with heavy industry. Excellent Mozarella cheese offered in the form of chips – perfect for pizza, pasta and casseroles. Being an excellent source of calcium and protein, it also provides a wealth of valuable vitamins and minerals. Packaging dedicated to the HoReCa channel. www.MLEKPOL.com.pl

www.MLEKPOL.com.pl

Spelt, buckwheat and rye pasta Wholegrain pasta is a perfect proposition for people who care about their daily diet. www.MAKARONY.pl

Processed product MAZURSKI – 280g round box Processed cheese MIX “Your... favourite” – 140g round box

Philadelphia Boulevard

Polish Slivovitz

The city, music, people, fun – that’s the essence of the beverages from the Philadelphia Boulevard brand. Excellent quality paired with its own unique character evoking cocktails and the charms of big city life make Philadelphia Boulevard a standout alcohol for all fans of good fun. Try Pure Vodka 40% vol., made 100% of wheat spirit and Coffee liqueur 32% vol.

A traditional Polish flavoured spirit produced from aged plum spirit, which gives the drink its golden colour and outstanding flavour. A collector’s spirit with a bold flavour – every bottle is individually numbered.

commercial information

www.SERTOP.com.pl

www.TORUNSKIEWODKI.pl

03/2019

FoodfromPoland

DISCOVER POLISH PRODUCTS VEGAN DISHES

PIZZA PAPA LUIGI

Due to the current trend on the food market, Virtu has been developing new line of plant products. Vegan Pierogis (dumplings) are the first in the family. The filling with a clear, comprehensive flavor is closed in soft, light and elastic dough. You may choose between Vegan dumplings with broccoli, smoked tofu and spinach and Vegan dumplings with potatoes and smoked tofu. The appearance of VIRTU vegan dumplings for sale was quickly noticed by many portals dedicated to the vegan diet. They obtained very high marks. The first very good sales results confirm the precise match of vegan VIRTU dumplings to the prevailing market trend. New vegan dishes by Virtu coming soon…

According to the survey of the renowned research institute GfK Polonia, the product line Pizza Papa Luigi by Virtu was rewarded with golden medal for “The best product – consumer’s choice 2019” in category: ready meals. The survey covered 327 products, launched between 1/09/2017 and 1/09/2018. Pizzas Papa Luigi are based on traditional, Italian recipes. Thanks to the use of modern machine park, including a stone-baking oven pizza bases are thin & crispy. The secret of a unique taste is hidden in the tomato sauce without functional additives, special mixture of spices and carefully selected topping components.

www.VIRTU.com.pl

“Tradycyjnie Wedzone”

Whole Chicken & Whole Polish Goose

“Tradycyjnie Wedzone” is our top premium brand. The characteristic

www.GRUPACEDROB.pl

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 without preservatives

Sirloin without preservatives

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

FoodfromPoland

03/2019