Food from Poland Magazine 42/2024

42/2024

A glass of milk for the student

#editorial

POLISH SWEETS ARE GAINING RECOGNITION ON THE GLOBAL MARKET AND ARE INCREASINGLY POPULAR WITH CONFECTIONERY LOVERS AROUND THE WORLD

Spring 2024

CONTENTS

Tomasz Pańczyk, Editor-in-Chief Food from Poland Magazine

The Polish confectionery market is a dynamically growing industry that has for years enjoyed great success both at home and abroad. Polish sweets are gaining popularity thanks to their high quality, variety of flavours and innovative production solutions, and Polish sweets producers are gaining an increasing share of the global food industry by exporting their products to countries all over the world.

Poland’s sweet tradition goes back many years and its heritage is still present in today’s products. Our country is famous for its unique delicacies, which tempt consumers not only in the domestic market but also abroad. They offer a wide range of flavours and textures – from traditional pralines to caramels, chocolates, sponge cakes and

MARKET INSIGHT 8 Exploring tastes of Poland 12 Results of the Polish foreign trade in agri-food products for five months in 2023 69 Summary of 2023 in trade 72 Retail Trends: 2023 Recap 74 Mintel’s 2024 Global Food & Drink Trends 75 From augmented reality to sustainability 76 Sweet Success: Poland’s Thriving Confectionery Market

many other sweet treats. Poland therefore has much to offer confectionery lovers around the world.

In this edition of Food from Poland, we take a closer look at this fascinating market, focusing on issues related to the production, export and quality of Polish sweets.

We will also find out why Polish sweets are gaining such recognition on the international scene, what trends and innovations are currently shaping this market, and what the prospects are for the development of the industry in Poland and abroad. In this issue, you’ll learn more about the fascinating world of Polish sweets and their importance in the global market.

I invite you to read the latest issue of the Food from Poland magazine.

54 Reliable partner in logistics

20 Paweł Kubiak, President of the Management Board, PILOT International 24 Oliver Posch, Head of Sales Food Retail Western & Eastern Europe Liebherr-Hausgeraete Vertriebs- und Service GmbH 28 Adam Mokrysz PhD, CEO; Katarzyna Mokrysz PhD CEO, MOKATE Group 32 Katarzyna Zdybicka-Wójciak, Paweł Wójciak and Grzegorz Cioczek – owners of Mastermedia 36 Hubert Owczarek, Export Director at Cedrob Foods 40 Tetiana Gurnevych, International Sales Director at Wawel 44 Łukasz Knapowski, Commercial Director, Aksam 48 Karol Pilacinski, Export Director, Bogutti 52 Agnieszka Sikora, Transport and Logistics Specialist, Transad

58 YEAR 2023 SUMMARY – PRODUCER’S PERSPECTIVE

TRADE FAIRS

FOOD SECTOR 56 What was 2023 like in the Polish food sector?

66 Poland’s confectionery market in the constant growth phase LOGISTICS

77 ISM – International Sweets Trade Fair

INTERVIEWS 16 Małgorzata Cebelińska, Vice President of the Management Board, SM Mlekpol

78 LIST OF POLISH COMPANIES 84 DISCOVER POLISH PRODUCTS

6

Editor-In-Chief Tomasz Pańczyk t.panczyk@foodfrompoland.pl

Advertisement Office

Managing Editor Monika Górka m.gorka@foodfrompoland.pl

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

Phone: +48 22 847 93 67

Graphics studio Paweł Pańczyk Printing house: ArtDruk Kobyłka www.artdruk.com

Editorial Office Bagno Street 2/218 00-112 Warsaw, Poland Phone: +48 22 828 93 66 redakcja@foodfrompoland.pl www.foodfrompoland.pl

Fischer Trading Group Ltd. CEO: Tomasz Pańczyk t.panczyk@ftgroup.pl

Exploring tastes of Poland

Strong position of Polish agri-food exports Polish food is a vibrant fusion of hearty flavours, centuries-old traditions, and innovative approach in line with world’s newest trends. The result is a remarkable variety of food products that captivate international markets.

Polish food sector produces many original and unique products from natural ingredients, with attention paid to preserving nutritional and taste values, while meeting the highest safety and quality standards of the European Union. Polish processing plants also produce ‚halal’ certified products. In effect Poland is one of the largest European producers and exporters of high-quality food.

As trade statistics indicate an upward trend, the potential for Polish food products on international markets remains promising, inviting consumers worldwide to taste the rich offer of Poland’s delicacies.

With its huge and modern production and processing base, Poland is a net exporter of food. The value of agri-food exports has increased more than nine-fold since Poland joined the European Union in 2004. In 2022 it amounted to a record EUR 47.9 billion, an increase by EUR 10 billion YoY. Further export growth is recorded in 2023. During the three quarters of 2023, agri-food products worth EUR 38.7 million were exported from Poland, 11% higher YoY. Food from Poland is mostly exported to the European Union countries, but Polish exporters are systematically increasing their presence also on global markets. In 2022 Polish agri-food products

8

have reached consumers in 196 countries on all continents.

Among the wide range of Polish export offer, meat and meat products stand out, ranking first in the structure of Polish agri-food exports. In 2022 Poland exported meat, meat products and livestock worth EUR 9.7 billion. High quality of Polish meat production is ensured by well-developed quality control methods and domestic quality systems such as Quality Assurance for Food Products (QAFP), Pork Quality System (PQS), Quality Meat Program (QMP, for beef ) and ‘Jakość Tradycja’ System (Quality, Tradition). Many types of Polish meat products are recognised as the EU ‘Protected Geographical Indication’ or ‘Traditional Speciality Guaranteed’.

Poland is among world leaders in the production and export of poultry meat and the first producer and exporter of this meat in the EU. The production of poultry meat in Poland fluctuates between 2.6 and 2.8 million tonnes per year. Apart from chickens Poland offers also turkeys, ducks and geese. The export hit is the Polish White Kołuda (Biała Kołudzka®) Goose, which accounts for more than 90% of the country’s goose population and is highly appreciated for the high quality of its meat.

Poland is also an important exporter of fresh,

chilled and frozen beef (sixth EU producer and second exporter in the EU). The production approximates to 0.6 million tonnes of beef annually, of which around 90% is exported. Also in the case of pork, Poland occupies a high position compared to other EU countries, being the fourth producer (with an annual production of 1.7-1.9 million tonnes) and the sixth exporter of this meat.

Cereal grains and grain milled products are one of Poland’s main export commodities.

Poland is one of EU leaders in grain production, with particular focus on corn and wheat.

Cereal grains are most often cultivated on family farms which combine tradition and modernity. Natural and healthy Polish grain milled products are competitive on international markets. They include bakery products, flours and breakfast cereals, bran, groats, pasta and other products. In 2022, exports of cereal grains and their products increased by 40% to a value of EUR 6.6 billion. The three quarters of 2023 saw a further increase in Polish exports in this category – amounting to EUR 5.7 billion, 20% higher YoY. Exports of cereal grains were dominated by wheat. Wheat export volumes in the first three quarters of 2023 totalled 5.5 million tonnes, more than twice as much as in the corresponding period of 2022.

#marketinsight

Polish dairy industry is one of most modern in Europe. Polish milk is mainly acquired from the pristine regions located in Poland’s north and east. The strict observance of EU hygiene and veterinary standards results in supreme milk quality. The majority of milk processors in Poland are dairy cooperatives, who acquire their raw material straight from Polish farmers. Poland’s dairy offer includes cheeses and curds, liquid milk and cream, concentrated milk and skimmed milk powder, ice-cream, whey, butter and milk fats as well as yoghurts, acidified milk and other fresh dairy products.

Poland holds a strong position in the EU when it comes to milk, ranking third in its production and fourth in its exports. In 2022, the export value of Polish dairy products reached EUR 3.6 billion. In the three quarters of 2023, the value of Poland’s dairy exports amounted to EUR 2.6 billion (8% less YoY).

Excellent Polish sweets stand out among

Poland’s export hits. Poland is third exporter of sweets in the EU. This category includes a very wide range of products, such as chocolates, candies, marshmallows, bars, meringues, candyfloss, fudges and toffee, chocolate drops, fruit and nuts in chocolate, boxes of chocolates, chocolate candies and many others. Poland’s sweets export offer ranges from traditional Polish delicacies to modern, innovative confectionery products created in response to changing consumer needs and preferences (including healthy snacks, products with sugar substitutes, gluten-free, organic, vegan, etc.). In 2022, Poland exported sugar and sweets worth EUR 3.2 billion. In the period January-September 2023, the value of confectionery exports reached EUR 2.3 billion, which was 13% higher YoY. Poland’s flagship export product is fruit, and particularly apples. Polish people’s love for this fruit made Poland the country with

the largest orchard area in Europe and a yearly production over 4 million tonnes. That is why Poland is the largest producer of apples in the EU, fourth largest producer in the world and third largest world exporter (in terms of export volume). Polish apples are considerably crunchy and have a unique, deep flavour resulting from climate. Thanks to technological progress in storage and transport, Polish exporters are able to provide large and uniform deliveries of apples to the furthest parts of the world. Poland’s exports also include processed fruit and vegetables, including frozen foods, jams, pulps, preserves, sauces and ketchups, dried and freeze-dried products, and powdered products. Poland is a significant producer of apple juice and concentrate as well as other fruit and vegetable juices and beverages.

In 2022, the value of Poland’s fruit and processed fruit exports amounted to EUR 1.8 billion. In January-September 2023, the value of Poland’s exports of these products amounted to EUR 1.4 billion, 2% higher YoY. Nevertheless, Polish export potential is much greater than the trade performance recorded so far. Poland generates significant production surpluses for almost all staples. Therefore, Polish exporters seek new opportunities for trade cooperation with the countries where potential for further expansion may be explored.

National stands organized by the KOWR in 2024 during international trade fairs • PLMA – Amsterdam, the Netherlands

• ISM Cologne – Cologne, Germany

• Thaifex Anuga Asia – Bangkok, Thailand

• Biofach – Nuremberg, Germany

• Seoul Food & Hotel – Seoul, South Korea

• Gulfood – Dubai, UAE

• Vietfood & Beverage – Ho Chi Minh, Vietnam

• Foodex Japan – Tokyo, Japan

• ISM Middle East - Dubai, UAE

• Alimentaria & Hostelco – Barcelona, Spain

• Foodex Saudi – Riyadh, Saudi Arabia

• IFE London – London, United Kingdom

• Indagra – Bucharest, Romania

• Freskon – Thessaloniki, Greece

• Espacio Food & Service - Santiago de Chile, Chile

• Food & Hotel Asia – Singapore

• SIAL Paris – Paris, France

• Sweets & Snacks Expo – Indianapolis, USA

• Food Expo – Almaty, Kazakhstan

• Interfood Azerbaijan – Baku, Azerbaijan

• Food Africa Cairo – Cairo, Egypt

The National Support Centre for Agriculture (KOWR) is a Polish government agency, supervised by the Ministry of Agriculture and Rural Development, which strongly supports Polish operators in their pursuit to develop international trade cooperation in the agri-food sector.

The KOWR provides assistance to foreign companies of food sector in finding a compatible Polish business partner as well as provides other tailored solutions including B2B meetings and pitching sessions.

Please feel free to contact us: eksporter@kowr.gov.pl

Visit Poland Tastes Good website:

• Internationale Grüne Woche – Berlin, Germany

9

#marketinsight

Results of the Polish foreign trade in agri-food products for five months in 2023 Developed at the Bureau of Analyses and Strategies of the National Support Centre for Agriculture.

Since the beginning of 2023, the revenues on Polish food exports have remained on a level higher than the year before.

Between January and May 2023, the value of foreign sales of agri-food products amounted to EUR 21.2 billion (PLN 99.5 billion), approx.

17% higher than in the analogous period of 2022.

Simultaneously, agri-food imports amounted to EUR 13.7 billion (PLN 64.2 billion) and were higher by 10% than the year before.

A quicker pace of increase in value of exports than of imports caused a significant growth of the positive balance of foreign trade, developing at the level of EUR 7.5 billion (PLN 35.3 billion) between January and May 2023, which was higher by 33% y/y.

The increase in value of Polish food exports over the first five months of 2023 was a resultant of continued high transaction prices on the international market and the demand for products competitive in terms of both price and quality, provided by the domestic agri-food sector.

Strengthening of the zloty in relation to the euro and United States dollar, recorded between mid-February and mid-May of the current year, slightly weakened the profitability of Polish food exports, but this had no significant effect on the trade results, since the domestic currency remained relatively weak.

12

Polish international trade in agri-food products (January-May 2023) EUR 21.2 bn (PLN 99.5 bn)

EUR 13.7 bn (PLN 64.2 bn) EUR 7.5 bn (PLN 35.3 bn)

+17%

+10%

+33%

export

import

balance

Source: Elaboration of the Analysis and Strategy Office, the National Support Centre for Agriculture.

The growth of agri-food exports in 2023, as in the previous years, was also facilitated by indirect actions – both those undertaken by state institutions, including organization of fairs, missions and business meetings with foreign partners, and those undertaken by the agri-food industry towards improvement of the quality of exported raw materials and products as well as diversification of markets.

Despite a trend of the appreciation of the zloty in relation to major global currencies, the pace of growth of the value of agri-food imports

until May 2023 was slower than in the analogous period of 2022, when it was 26%, which may be evidence of limited demand for certain imported foods.

The geographic structure of agri-food exports from Poland. As in the previous years, agri-food products were predominantly exported from Poland to the European Union market.

From January to May 2023, supplies to EU-27 countries generated EUR 15.5 billion (a growth by 14%), comprising almost 3/4 of total revenues from agri-food exports.

#marketinsight

The main product categories sold to EU countries (January-May 2023) EUR 1.6 bn

EUR 1.3 bn

cigarettes

poultry meat

EUR 1.0 bn

dairy products

EUR 820M

bread and bakery

EUR 757M EUR 719M EUR 587M

beef

animal feed

chocolate products

The increase in value of Polish food exports over the first five months of 2023 was a resultant of continued high transaction prices on the international market and the demand for products competitive in terms of both price and quality, provided by the domestic agri-food sector.

Source: Elaboration of the Analysis and Strategy Office, the National Support Centre for Agriculture.

In the exports to EU countries, the highest revenues were obtained on sales of: cigarettes (value: EUR 1.6 billion, 64 thousand tons), poultry meat (EUR 1.3 billion, 458 thousand tons), dairy products (EUR 1 billion, 542 thousand tons), bread and bakery products (EUR 820 million, 255 thousand tons), beef (EUR 757 million, 140 thousand tons), animal feed (EUR 719 million, 331 thousand tons), as well as chocolate products (EUR 587 million, 112 thousand tons).

Over the five months of 2023, the European Union countries were reached by 73% of Polish agri-food exports, in value. Exports to the EU markets are characterized by significant geographic concentration.

Germany remained the main trade partner of Poland. Exports to this country between January and May 2023 amounted to EUR 5.3 billion, 16% higher than the year before. The main products exported to Germany included cigarettes (EUR 814 million, 18.5 thousand tons), poultry meat (EUR 354 million, 115 thousand tons), animal feed (EUR 302 million,

121 thousand tons), bread and bakery products (EUR 268 million, 74 thousand tons), fish preparations (EUR 260 million, 15 thousand tons), cereal grains (mainly maize – EUR 239 million, 775 thousand tons, and wheat – EUR 198 million, 659 thousand tons), as well as chocolate and chocolate products (EUR 195 million, 34 thousand tons).

Other important recipients of Polish agrifood products included: • the Netherlands – EUR 1.4 billion, revenues increased by 11%; the main exported goods included poultry meat (EUR 184 million, 78 thousand tons), cereal grains (predominantly maize – EUR 147 million, 535 thousand tons), cigarettes (EUR 82 million, 6.5 thousand tons), beef (EUR 76 million, 17 thousand tons), chocolate and chocolate products (EUR 53 million, 13 thousand tons), coffee (EUR 39 million, 4 thousand tons), as well as fruit and vegetable juices (EUR 39 million, 42 thousand tons), bread and bakery products (EUR 32 million, 12 thousand tons), animal feed (EUR 32 million, 12 thousand tons);

The most significant EU recipients of domestic agri-food products (January-May 2023) – revenues EUR 5.3 bn

Germany

EUR 1.4 bn

the Netherlands

EUR 1.3 bn

France

EUR 1.0 bn

Italy

Source: Elaboration of the Analysis and Strategy Office, the National Support Centre for Agriculture.

EUR 990M

Czech Republic

• France – EUR 1.3 billion, revenues increased by 15%; the main exported goods included poultry meat (EUR 207 million, 65 thousand tons), meat preparations (EUR 132 million, 29 thousand tons), bread and bakery products (EUR 68 million, 18 thousand tons), beef (EUR 67 million, 86 thousand tons), chocolate and chocolate products (EUR 58 million, 10 thousand tons), alcohol (EUR 55 million, 7 thousand tons), and animal feed (EUR 55 million, 21 thousand tons); • Italy – EUR 1.0 billion, revenues increased by 15%; the main exported goods included beef (EUR 183 million, 33 thousand tons), cigarettes (EUR 158 million, 7 thousand tons), fish preparations (EUR 50 million, 3 thousand tons), as well as cheese and curd (EUR 40 million, 9 thousand tons); • Czech Republic – almost EUR 1 billion, revenues increased by 20%; the main exported goods included poultry meat (EUR 90 million, 32.5 thousand tons), bread and bakery products (EUR 82 million, 31 thousand tons), pork (EUR 49 million, 13 thousand tons), animal feed (EUR 47 million, 21 thousand tons), cheese and curd (EUR 44 million, 10 thousand tons), cigarettes (EUR 43 million, 2 thousand tons), chocolate and chocolate products (EUR 34.5 million, 8 thousand tons), and butter (EUR 33 million, 7 thousand tons).

Total exports to the markets of the five countries mentioned above (Germany, the Netherlands, France, Italy, and the Czech Republic) generated a revenue of EUR 10 billion, comprising more than 48% of the value of agrifood exports.

Over the five months of 2023, agri-food products with a value of EUR 5.7 billion, higher by 25% y/y, were exported from Poland to

13

#marketinsight

non-EU countries. The main products exported from Poland to non-EU countries included: wheat (EUR 500 million, 1.8 million tons), dairy products (EUR 498 million, 251 thousand tons), poultry meat (EUR 385 million, 204 thousand tons), bread and bakery products (EUR 350 million, 74 thousand tons), chocolate and chocolate products (EUR 292 million, 59 thousand tons), meat preparations (EUR 242 million, 60 thousand tons), and cigarettes (EUR 240 million, 12 thousand tons).

The most significant non-EU recipients of domestic agri-food products included: • United Kingdom – with revenues of EUR 1.7 billion, export value increased by 19%. The main exported goods were poultry meat (EUR 242 million, 68 thousand tons), meat preparations (EUR 198 million, 48 thousand tons), chocolate and chocolate products (EUR 130 million, 31 thousand tons), as well as bread and bakery products (EUR 129 million, 32 thousand tons); • Ukraine – EUR 457 million, an increase by 36%; the main exported goods included animal feed (EUR 37 million, 22 thousand tons), cheese and curd (EUR 36 million, 7 thousand tons), chocolate and chocolate products (EUR 24 million, 6 thousand tons), tobacco products (EUR 22 million, 29 tons), meat preparations (EUR 20 million, 7 thousand tons), coffee (EUR 19 million, 4 thousand tons), as well as bread and bakery products (EUR 19 million, 5 thousand tons); • United States – EUR 322 million, growth by 9%; the main goods exported to the USA included chocolate and chocolate products (EUR 36 million, 4 thousand tons), fish fillets (EUR 30 million, 3 thousand tons), fruit and vegetable juices (EUR 28 million, 15 thousand tons), and wheat grain (EUR 23 million, 78 thousand tons); • Saudi Arabia – EUR 226 million, an increase by 27%; the main exported goods included cigarettes (EUR 86 million, 3 thousand tons), bread and bakery products (EUR 27 million, 4 thousand tons), cheese and curd (EUR 20 million, 4 thousand tons), and wheat (EUR 19 million, 63 thousand tons); • Nigeria – EUR 176 million, an almost 4-fold increase; the main exported goods included wheat grain, comprising 98% of the export value (EUR 172 million, 590 thousand tons); • Turkey – EUR 138 million, an almost 2.3fold increase; the main exported goods included beef (EUR 49 million, 9 thousand tons), malt

14

The most significant non-EU recipients of domestic agri-food products (January-May 2023) – revenues EUR 1.7 bn

United Kingdom

EUR 457M

Ukraine

EUR 332M

EUR 226M

United States

Saudi Arabia

EUR 176M EUR 138M EUR 137M

Nigeria

Turkey

Israel

Source: Elaboration of the Analysis and Strategy Office, the National Support Centre for Agriculture.

extract (EUR 22 million, 5 thousand tons), animal feed (EUR 16 million, 9 thousand tons); • Israel – EUR 137 million, a drop by 11%; the main exported goods included beef (EUR 44 million, 5 thousand tons), sugar (EUR 15 million, 20 thousand tons), waters and other non-alcoholic beverages except juices (EUR 13 million, 18 thousand tons), as well as bread and bakery products (EUR 12 million, 2 thousand tons).

Commodity structure of agrifood exports from Poland The commodity structure of agri-food exports from Poland was dominated by meat and meat preparations. Between January and May 2023, the revenues from foreign sales of meat and meat preparations were 9% higher than the year before, amounting to EUR 4.1 billion which comprised 19% of the total value of Polish agri-food exports.

The largest share in the export value of meat and meat preparations was comprised by: poultry meat (42% – EUR 1.7 billion), meat preparations (25% – EUR 1.0 billion), beef (23% – EUR 917 million), and pork (8% – EUR 334 million).

The second most valuable position, with a 15% share in the agri-food exports from Poland, was occupied by cereal grains and their preparations, with total sales increasing by 36%, to EUR 3.2 billion, in comparison with the first five months of 2022. More than 5.2 million tons of cereal grains, worth EUR 1.5 billion, were exported from Poland. In the structure of the export volume, wheat accounted for 50% (2.6 million tons, an almost threefold increase in the export volume y/y), maize – for 40% (2.1 million tons, an increase by 28%), and rye – for 3% (172 thousand tons, an increase by 24%).

Exporters would predominantly locate cereal grains on the EU market (approx. 3.3 million tons, 63% of grain exports). Simultaneously, almost 2 million tons of cereal grains were exported to non-EU countries, comprising approx.

37% of the export volume. Between January and May 2023, wheat grain was predominantly sold to Germany (659 thousand tons, 25% of exports of this grain), Nigeria (590 thousand tons, 23%), and South Africa (364 thousand tons, 14%).

The main recipients of maize included Germany (775 thousand tons, 37% of export of this grain), the Netherlands (535 thousand tons, 25%), and outside the EU – the UK (141 thousand tons, 7%). The main direction of rye exports from Poland was Germany (150 thousand tons, 87% of export of this grain), in the case of barley, it was Germany as well (45 thousand tons, 54% of export of this grain) and the Netherlands (29 thousand tons, 35%).

An increase in the value of exports was recorded in most commodity groups of agrifood products. Beside the product groups mentioned above, the export value increased for: tobacco and tobacco products (by 31%, to EUR 2.2 billion), sugar and confectionery products (by 16%, to EUR 1.4 billion), fish and their preparations (by 13%, to EUR 1.2 billion), as well as vegetables and their preparations (by 22%, to EUR 1.0 billion) and fruit with their preparations (by 6%, to EUR 0.7 billion). Moreover, a higher export value was recorded for oilseeds and vegetable fats – by 14% (EUR 0.6 billion), coffee, tea and cocoa – by 15% (0.5 billion EUR), fruit and vegetable juices – by 17% (EUR 0.3 billion). A drop was experienced by the export value of dairy products (by 1% – EUR 1.5 billion) and alcohol (by 1% – EUR 0.3 billion).

#interview

Mlekpol’s Dairy Delights Małgorzata Cebelińska, Vice President of the Management Board unveils Mlekpol’s strategy: conquering international markets with Polish award-winning dairy brands.

The brands in the portfolio of Dairy Cooperative Mlekpol are of a quality that has been confirmed by numerous awards, e.g. in the ranking prepared by Forbes magazine. What awards and certificates have your products received?

Mlekpol has several strong brands in its portfolio, such as Łaciate, Milko, Mazurski Smak, Maślanka Mrągowska, Rolmlecz and JOGO. They are among the most valuable and recognisable brands in Poland.

Mlekpol’s products win numerous awards in industry and consumer competitions every year. In 2023 alone, they received nearly 30 awards. This best shows how recognised and popular they are on our market. Among the most important national certificates granted to Mlekpol`s products, there is the Quality Tradition mark for Gouda, Królewski z Kolna or Salami cheeses as well as Rolmlecz brand products: vanilla fromage frais, extra butter, full-fat and semi-fat curd cheese. A well-known certificate awarded by the Polish Ministry of Agriculture is the Poznaj Dobrą Żywność (Know Good Food) mark, which has been awarded to Łaciate extra butter.

The modern consumer is very demanding. What purchasing trends are you currently observing?

Today’s shopping trends in the dairy category are driven, among other

16

things, by growing consumer awareness of eating healthy. Consumers are increasingly paying attention to the origin of products, their composition and nutritional values, resulting in the popularity of products with short label, i.e. without unnecessary additives or preservatives. Environmental and sustainability issues also have an impact on the dairy market. Hence, there is a growing interest in local products and products from environmentally friendly sources. Equally important trends are premiumisation and innovation, i.e. the tendency to choose products characterised by high quality, original taste or unique properties. In the area of packaging and formats of dairy products, however, the convenience trend is evident. Onthe-go products in convenient packaging and the optimisation of formats continue to be popular.

How do you adapt your offer to market trends? What items have recently been added to your company’s offer?

Mlekpol’s offer is systematically expanding with new products and interesting flavour variants of already available products, which are the answer to the preferences and lifestyle of modern consumers. We have recently introduced a completely new category of dairy desserts to the Polish market – desserts with buttermilk. This is comfort food, eagerly chosen by people

#interview

looking for products that combine the characteristics of a delicacy and a healthy snack. In the first quarter of 2024, we also intend to launch a line of high-protein products, the popularity of which continues to grow. In addition, we focus on a wide range of packaging weights that meet the needs of both single-person households and families with children who prefer larger and more economical solutions. Moreover, we emphasize ecological packaging materials – for example, we have launched a Łaciate brand milk carton, which consists of 89% renewable raw materials. The aforementioned desserts with buttermilk have mono-material packaging, and Łaciate milk and creams have packaging with attached caps to facilitate recycling.

Sustainable development and meeting international environmental standards are one of the main objectives of Mlekpol. What actions have you already taken in this regard and what are you still planning?

Mlekpol, present on the market for more than four decades, has always been guided by the idea of protecting the environment and natural resources. Our activity is closely connected with ecological aspects, which prompted the company to develop a sustainable development strategy.

The first pillar of this strategy concerns the elimination of the use of black coal. Currently, all our plants use efficient steam boilers that use low-emission fuels (natural gas or LNG). Mlekpol also independently produces part of the electricity used in the plants, which provides the Cooperative with greater energy security and autonomy. Between 2020 and 2022, we launched two CHP plants in Mrągowo and Zambrów, which are among the most modern in Europe. The plan for the next five years is that 50% of the electricity consumed by the Cooperative will come from our own sources, which is why we are also preparing to build further CHP plants in Kolno, Suwałki and Radom. Rational energy management is another aspect of our sustainable development strategy. Hence, we are implementing technologies that allow us to save and recover it from production processes. The Cooperative is also introducing more ecological packaging.

Moreover, sustainable development is about building relationships with local communities around the processing plants. It involves supporting charitable, sports or cultural initiatives and cooperation with local companies in the goods and services they provide.

The cooperative is also involved in social and educational campaigns – proof of this is, among others, the campaign “Don’t rip the cap off Łaciate!”. Please tell us more about the caps attached to the packaging and the educational campaign.

Mlekpol was the first producer of dairy products in Poland, who launched products with caps attached to the packaging. We started the process of introducing attached caps with the popular milk and cream brand Łaciate. Our aim was to get consumers used to this solution, which will become an everyday occurrence for them in July 2024, when EU regulations come into force. We believe that every change takes time and also requires proper education. In this case, the campaign was to justify why integrating caps into cardboard packaging contributes to the protection of our planet. Therefore, in October we launched our activities under the slogan ‘Don’t rip the caps off Łaciate’. In a light and humorous way, the campaign provided important information about sorting and recycling the new type of packaging. We wanted to make consumers aware that a tethered cap is the best way to prevent plastic waste in the form of caps from ending up in landfills, seas or oceans.

Food safety is a topic that is particularly relevant for dairy categories. How do you care for this aspect when supplying products to different countries?

Food safety is a priority for Mlekpol. Commitment to this aspect is the key to building consumer confidence around the world. That is why the Cooperative’s quality control covers all stages of production: from the raw material to the finished product. Mlekpol produces its products only from milk coming from its own suppliers-members of the Cooperative.

As a result, it sets and enforces strict standards for raw material quality, which are often more stringent than the requirements set out in EU legislation. In addition, our production processes comply with international standards such as ISO and HACCP. We use state-of-the-art technology to manufacture and package our products, which guarantees freshness and excellent taste. The control also covers the entire supply chain, where we take special care to ensure efficient service, maintenance of the cold chain and timeliness. We also adapt our production to the specific requirements and standards of different countries, e.g. for religious reasons.

To which countries do you supply your products? Do you intend to expand your network of destinations?

Currently, around 30% of Mlekpol’s production is exported to over 100 countries around the world. Fourteen highly specialised plants allow us to offer foreign consumers a wide range of products tailored to their specific needs and preferences. Currently, our main markets in the European Union include: Germany, the Netherlands, Lithuania, Latvia, Bulgaria, Italy and Greece. At the same time, we are intensively expanding our presence on distant markets, including the Middle and Far East, supplying countries such as China, Vietnam, Japan, South Korea, Israel, Iraq, Saudi Arabia, the United Arab Emirates and Qatar. Africa and Latin American countries such as Mexico, Chile and the Dominican Republic are also our significant export destinations. In addition, we are seeing an increase in exports to the Balkan countries, like Serbia, Croatia and Bosnia and Herzegovina.

What are the plans for Mlekpol in 2024?

In 2024, Mlekpol will continue to modernise and automate its production plants in order to reduce costs and increase operational efficiency, which is crucial in the context of growing competition on the market.

These measures will also allow for better resource management. In 2024, we will, of course, continue and finalise the investments that were started in previous years. These include the expansion of infrastructure and the introduction of new technologies. We are also focused on finding new markets and increasing our presence on the markets we have already reached. We will strive to build long-term business relationships that ensure the profitability and stability of our export activities. To this end, we will also, among other things, modify our portfolio to meet the changing preferences of consumers around the world.

Thank you Monika Książek

17

www.vobro.pl ISM Cologne 2024: Hall 11.1 Display C028

Excellent sweetness of cherry

Velvet moments

Surprising taste of Sparkling Wine

Almond elegance

#interview

Pilot’s Successful Year In an ever-evolving FMCG market, Paweł Kubiak, President of the Management Board of PILOT International, shares insights on how the company navigated the challenges and successes of 2023, focusing on adapting to global trade shifts and consumer expectations.

2023 is behind us - please summarize. What was the year like for your company? What successes have you achieved? What challenges did you have to face?

We were able to meet new wonderful people and sustain good relations with our longstanding friends. Our team is constantly growing.

We visited many fairs this year, including Anuga and IAW in Cologne.

Alongside it all, not only our logo has gone through changes, our offer has expanded with new products and brands. We are proud and happy of this year’s achievements and are already looking forward to 2024 challenges.

How has foreign trade changed over recent years? Do producers still have concerns about export activities?

In the last two decades, we have witnessed significant changes in foreign markets and international trade. Globalization, ease of communication, as well as broad government support and funding have opened the doors of this field to many small and medium-sized entrepreneurs. Polish companies have begun to actively participate in

20

international trade fairs and trade missions, thereby strengthening their position on the international stage. Polish products are becoming increasingly popular and are eagerly chosen by consumers worldwide.

Nevertheless, for many entering foreign markets is still a significant challenge. The range of restrictions, complicated administrative and customs procedures constitute a significant barrier. The unstable political situation and changes in financial markets mean that many Polish companies still lack the courage and capital to effectively implement export activities. It must be acknowledged that the beginnings are very challenging and acquiring clients and maintaining high-quality service is a process that requires continuous improvement and hard work.

The FMCG market is extremely demanding. How have you managed to successfully operate on the food market in Poland and around the world for many years?

The FMCG industry is very susceptible to any turbulence in the world. It is like a living organism that reacts very quickly to changes.

The closure of one factory or sudden congestion can trigger a “domino

#interview

tential client sees. The price, however, can sometimes be accompanied by additional costs and transactional risks. The PILOT Team keeps the client informed about what is included in the price of the product and, above all, we guarantee order fulfillment regardless of market price fluctuations. We often bear the risk of exchange rate differences, manufacturer price increases, delivery delays, and so on. We do not make empty promises but present our offer in a clear and accessible manner. Currently, the biggest challenge is not the price of a product, but ensuring availability and timely delivery.

effect” in international markets. Minimal shortages or price hikes by manufacturers create chaos and uncertainity. We stay up to date and absorb information from around the world to react as quickly as possible to any situation.

How to match the offer to the market? How to meet the tastes of consumers in different countries?

Globalization, and as a result, easier access to foreign products, means that audiences/consumers are saturated with the number of offers, and end consumers are overstimulated by new products heavily promoted on social media. The biggest challenge is keeping up with market trends, meeting consumer expectations and creating new sales strategies. One must constantly follow the fast-paced trends and changing consumer needs to avoid falling behind.

And how do you manage to offer the right offer in multiple markets? What is your recipe for success?

PILOT International offers a wide range of FMCG products, primarily from international well-known manufacturers such as Nestle, Mars, Ferrero, Coca Cola, Unilever, Procter & Gamble, Mondelez and many others. In our offer you will find products from the following categories: beverages, coffees and teas, confectionery, hygiene products, cosmetics as well as frozen products and toys. Furthermore, we regularly expand our portfolio with new items based on client needs.

We scour markets around the world, selecting offers from manufacturers in many countries to source new products. We constantly monitor trends on TikTok, Instagram, and YouTube. As a result, our offers continue to surprise. We are not afraid of challenges and boldly enter new markets. In addition, we always strive to provide a comprehensive service to the client and listen to their needs. We offer commercial and logistics consultancy for new clients, who are starting their export journey. Our team does everything that’s possible to make our clients feel comfortable in their dealings with us and we ensure that the transaction is secure - our most frequently chosen service is ‘door to door’.

What else makes your offer unique? Is ensuring attractive prices the biggest challenge?

The prices of our products are very attractive, however, this is not the only important component of our commercial offer. We place a great deal of importance on optimising additional costs and providing comprehensive service to our clients. Price is the first value that a po-

The efficient operation of the export operator is supported by warehouse, technological and logistic facilities. What allows you to provide efficient and professional service to so many customers?

We provide access to our warehouse stock, continually replenishing it with the fastest-moving products. Clients receive offers for products available in our warehouse and can place orders on the same day. The stock value at PILOT INTERNATIONAL is constantly maintained at a high level – and we stock the most popular products. We have invested in an innovative system dedicated to our company that controls product best-before dates and location, enabling us to swiftly prepare the order for loading and also to accurately inform clients about the unique characteristics of the products. We have an experienced warehouse team trained for all types of loadings. We offer labelling and repackaging services, carefully securing shipments to ensure that the goods reach clients undamaged.

Does the increasingly modern, digital world still need physical meetings at trade fairs? What importance does participation in such events have for your company?

“Covid” has opened up the digital world of meetings and human relationships. We are aware that a new generation is entering the job market for whom conveying essential information via text and virtual meetings are an everyday occurrence. Personally, I still prefer “faceto-face” meetings – nothing can replace the handshake of business partners, the smile of satisfaction from a transaction, the exchange of views and human emotions. PILOT INTERNATIONAL participates in almost all significant trade fairs – both existing and potential clients can approach us, get to know us personally, exchange views and opinions, not only on business matters. A long-term friendly business relationship is in our view the best and guarantees cooperation for years.

What are Pilot International’s goals for the coming years?

Pilot International will soon celebrate its 25th anniversary. We continually work on improving our services. We want the PILOT brand to be associated with high-quality services, transaction security and good interpersonal relationships. Business and pleasure – we believe that working in the FMCG industry, despite its fast pace, can be enjoyable and not a constant battle over prices and products. We look forward to meeting our friends and business partners at the Gulfood trade fair to sit down together and seek solutions for the development of our businesses. You are welcome to visit our booth S1-A12 in Shk Saeed Hall.

Thank you.

Monika Górka

21

#interview

Liebherr: Revolutionizing Refrigeration in Retail Oliver Posch, Head of Sales Food Retail Western & Eastern Europe Liebherr-Hausgeraete Vertriebsund Service GmbH highlights the company’s advancement in refrigeration for the food trade, focusing on energy efficiency, maintenance ease, and space optimization, while emphasizing sustainability and market adaptability.

What are the features of Liebherr refrigerators and freezers?

Liebherr’s focus on the production and servicing of refrigerators and freezers for the food trade is on the development of appliances with the highest possible energy efficiency. At the same time, Liebherr appliances make it particularly easy for food retailers to concentrate on selling their goods. Liebherr appliances are virtually maintenance-free, are very easy to clean and offer maximum capacity in a limited shop space.

What are the most common decisions in the food trade in Poland and on world markets?

The most important decision criteria are a sensible price-performance ratio. Attention is paid to quality and maximising presentation space. The appliances should consume as little electricity as possible, store and present the food safely and make it as easy as possible for food retailers to concentrate on selling food.

The food trade has many requirements for refrigeration technology that often present a challenge for merchants. How do you support small-format retailers and what help can entrepreneurs from the food industry expect from the collaboration?

With its plug-in appliances, Liebherr offers the right solution for every food retailer, regardless of size and format. The independence of CO2 remote systems with their complex adjustment and service requirements as well as the flexible installation options enable customers to offer goods even in the smallest of spaces.

New products and innovations on offer. What challenges does the industry face?

The industry is constantly faced with the challenge of offering customers the maximum selection and quality in the same limited retail space.

Liebherr helps to maximise the sales area. Retailers are also focussing on seasonal promotions. This can be realised particularly well with plug-in appliances, as these can be used and placed anywhere in the store.

Please describe the refrigeration range for the food trade.

Liebherr’s product range extends from small counter-top appliances for the checkout area, through beverage and convenience appliances, to specialised appliances for the storage of baked goods, fish and meat, as well as wine storage cabinets. For medium to large formats, Liebherr offers chest freezers, freezer tops and vertical freezers. All appliances are ready to plug in and therefore easy to set up and scale.

24

How can you tell an efficient appliance from an inefficient one?

How do you read the label correctly?

It is important to know the energy efficiency class. These can be recognised throughout Europe on a standardised label. The classification into the respective energy efficiency class is determined by the so-called EEI (Energy Efficiency Index), which compares the exact energy consumption data of the appliance with a standard energy consumption in the relevant refrigerator category. Therefore, there can be significant differences in the actual energy consumption of identically labelled appliances within the energy efficiency class. For a quantitative evaluation as part of a TCO

#interview

analysis, it is consequently advisable to compare the energy consumption of the appliances specified in the technical data sheet or, ideally, measured in the store environment.

At Liebherr, we take great care to ensure that consumption and capacity are optimised in relation to each other. When developing our appliances, we therefore always aim for the top of the class.

What about environmental protection and the greenhouse effect?

Please tell us more about sustainability.

The research and development of ecological products has been a tradition at our company for decades. We have demonstrated this impressively in our almost 70-year history. Our aim is to minimise the environmental impact of Liebherr’s high-quality and durable products throughout their entire life cycle. The use of natural refrigerants with the lowest greenhouse gas potential is a matter of course for us.

In 2023, we were once again awarded the EcoVadis Gold Medal for our responsible behaviour. With a total score of 75 points, our production sites are among the top 3 per cent of all companies assessed by EcoVadis worldwide.

Let’s go back in time for a moment, tell us something about the history of the company and its development over the years.

The invention of the mobile tower crane in 1949 also marked the birth of the Liebherr company. The business acumen of company founder Hans Liebherr led to Liebherr manufacturing the first refrigerator in 1954. As a specialist in refrigeration and freezing, we have introduced numerous industry innovations to the market over the last seven decades for the benefit of our customers. Liebherr has been active in the food retail sector since 2012. Here too, Liebherr is committed to innovation leadership.

How was 2023 for you, what are your plans for next year?

The business results and outlook are traditionally communicated by the Group for all segments in April. For the Food Retail segment, 2023 was the most successful year since the launch of appliances for the food retail sector. Within just a few years of entering the Food Retail market, Liebherr has succeeded in winning customers in almost all of Europe.

Thank you Monika Książek

25

Top performance within reach ---

CLIFF 234 (-)

Take a look at our extensive food retail product range and discover the perfect cooling solution for your specific requirement home.liebherr.com/foodretail

Across national and international food retail and discounters, there are different views on the solutions offered in the field of refrigeration and freezing. While the priority from a sales perspective is optimal area productivity, this must be balanced with purchasing and technology requirements. Each of these factors comes with its own unique range of considerations.

“Only those who know and understand all three requirements can meet them and be successful,” says Oliver Posch, Head of Sales Food Retail Western and Eastern Europe at Liebherr-Hausgeräte.

The most obvious, basic concern is the actual purchase: getting the best possible price. Alongside this cost factor, the solution must meet the individual requirements of the trading company in terms of the quality, safety and sustainability of the products being purchased. Liebherr has always paid particular attention to these criteria. From each individual screw to the large glass doors, the quality and sustainability of the components and their suppliers are always checked.

Liebherr-Hausgeräte GmbH was awarded the EcoVadis gold medal in 2023 for its sustainable practices. The manufacturer’s production sites are among the top three percent of all companies evaluated by EcoVadis worldwide. When you buy from Liebherr, you know that you are always getting an excellent product for the price.

The technology in Liebherr’s refrigeration and freezing products is engineered for optimal energy consumption, maintenance costs, reliability, refrigeration performance, and therefore safeguards the chilled or frozen products. The electricity demand from cooling technology makes up the lion’s share of the total energy consumption of a branch, representing a significant cost factor. According to a study by the EHI Retail Institute in 2022, this represents 46 percent of a branch’s electricity consumption. Liebherr therefore attaches great importance to building highly energy-efficient appliances that consume up to a third less power than comparable appliances, offering customers real energy-saving potential.

Liebherr takes it one step further: Plug-in freezers no longer have to be manually and time-consumingly defrosted by branch staff, which also has the benefit of consuming less electricity. Liebherr appliances are defrosted completely automatically on a cyclical basis, without the required core temperature of the produce being exceeded. The heat required for this process is provided by the hot gas from the cooling circuit and does not require any additional energy for electrical heating. Business interruption during manual defrosting is also avoided. In addition, ice-free appliances are more hygienic and leave a positive impression on the customer, making them want to look inside.

However, the most important thing for food retail is the sale of goods. The available sales space must be utilised in the best possible way. The sales area productivity is one of the most important performance indicators for Liebherr customers. All three spatial dimensions need to be considered: The height at which the goods are placed plays a major role, in addition to the depth and width of the appliance. The unique low-front design of the new Liebherr Cliff vertical freezer provides barrier-free access. Customers only buy goods that they can easily reach.

Anyone planning for the future of their branch should factor in the portability of Liebherr appliances, as well as the optimal use of space. Customers look for variety and seasonal products. Plug-in appliances are easy to add and rearrange. This makes it easier to implement campaigns and special offers than with permanently positioned furniture. The buying experience of a ‘marketplace in the market’ can therefore be continually reimagined.

A family business in a globalised world The term “Family business”, especially in a highly globalised market, is often associated with a small business with a rather local potential. This perception is not always correct. There are organisations that, despite revenues running into billions of zlotys, an extensive portfolio of recognisable brands and the employment of thousands of employees, escape the stereotype of a “cold corporation”. The MOKATE Group, which we are talking about here, bases its strength on a commitment to values that have been close to its founders for four generations.

We talk with the CEO of the MOKATE Group, Dr Adam Mokrysz, and his wife, CEO Dr Katarzyna Mokrysz, about the phenomenon of a company with over 100 years of tradition, whose brands are now present and well-known in over 75 countries around the world.

A few years ago, you decided to add “Family business” to the company name. To ask somewhat perversely: is this still a value worth emphasising in the 21st century?

Adam Mokrysz: Definitely yes! We consciously emphasise the fact that we are a company with a multi-generational tradition. To be more precise, it is being built by the fourth generation of the Mokrysz family.

The scale on which we operate has changed – after all, it is difficult to compare a colonial shop run by my great-grandparents to a huge conglomerate of companies operating in over 75 countries around the world. What has not changed, however, is our approach to MOKATE. It is not “some” business that we manage. It is a living organism that we have been building together with our entire team for generations. An organisation that we develop with love, enthusiasm and true passion.

Katarzyna Mokrysz: Being a family business is our greatest strength. We combine global thinking and innovation with a teamwork ethos. We have a group of professionals who, in addition to being great professionals, have a great deal of passion and are genuinely committed to the development of MOKATE. We work in a “creative” climate that makes us achieve an increasingly strong position in the international market.

What exactly do you mean by a teamwork ethos?

A.M.: We invariably put people first. Although it may sound like a truism, we are constantly proving that acting in a family spirit and working together pays off.

Employees are not just another “number” for us. We do not create complicated, bureaucratic and endlessly drawn-out procedures where they are unnecessary. By shortening the distance in relationships, we simultaneously optimise costs and build a unique organisational culture. One that simply “works”.

28

We take an equally “humane” approach to our business partners and this also gives us a competitive advantage. Honest, partnership relationships over the years allow us to achieve more.

K.M.: The multi-generational and family-oriented nature of MOKATE is our advantage! We are also a well-known and valued employer. We have whole families in our team, and even from two to three generations! We know and like each other very well. This makes for not only understanding, respect or hunger for success in the team but also “chemistry”.

It is the driving force in which we find the energy to fight in an increasingly competitive and globalised market. This is particularly important in times of increasing uncertainty and unpredictability in the world around us. Thanks to this solid “base”, we can take bold steps – so that we can continually adapt to changes in the world and thus in the market.

It is for this courage, among others, that you have been awarded the BrandME CEO award.

A.M.: Indeed, recent years have been challenging for us. The postCovid reality, with its increasing global conflict, has posed increasingly serious challenges for business and especially the FMCG world. Added to this is the development of new technologies and competition that is by no means sleeping.

However, we understand that in order to grow, changes have to be made. Sometimes difficult ones and ones that seem breakneck. The optimisation of operational processes, the automation of production lines, the implementation of innovations... Success would not be possible if it were not for the solid foundations of our group: the 200% commitment of the entire team, the good values and the belief that we can do even more.

#interview

K.M.: A globalised market also requires a fresh look at the product portfolio. For us, this is an opportunity for geographical diversification. We took advantage of it and today we operate not only in Poland, the Czech Republic and Slovakia but also in the UK, South Africa and Dubai. Success in more than 75 countries around the world has been possible because we are open to working with many cultures, so different from each other, and we know how to adapt our products to the expectations of customers in different markets. Courage is in our DNA. Courage also involves risk. Is it possible to escape from it?

K.M.: In order to grow, you have to go beyond your comfort zone.

With the knowledge that not every project will be successful but all of them will allow learning lessons for the future. Running a business means constantly learning, broadening your horizons and taking risks.

A.M.: Taking risks in business is a bit like playing chess. You have to think long-term, several moves ahead. And to know that sometimes you have to make a gambit: sacrifice something, suffer a few defeats, learn from them and pick yourself up to eventually win.

Chess is an important theme for MOKATE. Why? A.M.: Chess is one of the most fascinating games that has united people all over the world for thousands of years. It is universal and allows you to “catch the thread of understanding” regardless of the cultural context or place on the map. Chess teaches strategic thinking, systematic work on oneself, patience and consistency in action. These are skills that come in handy every day, not only in business. It is our family’s passion.

MOKATE is actively involved in popularising chess in Poland.

We are an active partner of the Polish Chess Federation and together with it we are implementing the project “Education through chess in schools”. Thanks to this project, students in more than 1,500 schools in Poland already have the opportunity to catch the chess bug during lessons. In the Silesian Voivodeship, classes are already available in every 2nd school.

K.M.: Chess brings generations together and allows us to build bonds, while also providing a lot of positive emotions. That is why we are happy to inspire young and old to play while supporting our local community. In August 2023, the 4th Chess Festival in Ustroń was held under the patronage of MOKATE, which attracted around 1,000 participants from all over Poland. We also invite chess masters and grandmasters to this event – we have hosted, among others, Garry Kasparov, Anatoly Karpov and, more recently, Vasily Ivanchuk. We have not yet said the last word in this area.

What does the future hold for MOKATE? A.M.: We are operating on a long-term basis and with a focus on continuous development, on a global scale. Already, around 80% of our products are exported and are present in more than 75 countries around the world. So we are well on the way to one day – in line with our vision – becoming one of the 10 largest producers of hot drinks in the world.

K.M.: We are expanding the group of customers for our products, business partners as well as our product portfolio. MOKATE is already going beyond the well-known coffee and tea market. We can also mention the brand of healthy snacks, Dobra Kaloria (Good Calorie), which was created through the cooperation of the Mokrysz and Kubara families, or the investment in plant-based meat substitutes. We keep a close eye on changes in the world and look for new products that our customers will love as much as the ones they have known and enjoyed for years. And most importantly, we do not forget the values that have made us where we are today. No matter what, the MOKATE family is the most important to us.

Thank you Monika Górka

29

#interview

Mastermedia: export leader Mastermedia is one of the largest exporters of food products in Poland. The owners Katarzyna Zdybicka-Wójciak, Paweł Wójciak and Grzegorz Cioczek talk about the nature of the company and its plans for the future.

What exactly does Mastermedia do?

“We specialise in exporting food products from Europe, including Poland, to various markets around the world. We deliver high-quality European products directly to our customers. From independent shops to the largest wholesalers” says Katarzyna Zdybicka-Wójciak.

“Expansion beyond the country’s borders in cooperation with Mastermedia is an opportunity for many Polish and European producers to continue their dynamic growth. We cooperate with the best manufacturers and suppliers from Poland and other European countries. Our offer includes more than 12,000 assortment items across all food categories. Our suppliers include more than 350 food producers, so there is certainly plenty to choose from” adds Grzegorz Cioczek.

What makes you different?

“Certainly the fact that we operate flexibly. For example. With us, you can order a cross-section of different products on one pallet. This is particularly important when our customers are looking for new products they would like to introduce into their range, and ordering full pallets runs

32

the risk of waste. We provide a comprehensive service, an online ordering system and support with customs processes” Paweł Wójciak explains.

“As a distributor, we have our own warehouse facilities in Poland and Europe, which we are currently extending. Our offer includes international brands as well as regional products. We offer the products that consumers are looking for. Our range is growing and growing smartly. We offer what will then find its way into the shopper’s basket” Grzegorz Cioczek adds.

Which foreign markets do you reach? Will you be expanding your network of contacts and countries served?

“We supply European groceries all over the world. European countries are a natural destination for us, both within the European Union and in other countries (e.g. we regularly sell to Norway and Switzerland). We aim to continually expand the geography of our operations. We adapt efficiently to the specifics of the market and the needs of local customers.

Expansion and opening new markets is a constant part of our recipe for growth” says Katarzyna Zdybicka-Wójciak.

#interview

Who can benefit from your offer? Can smaller entrepreneurs also count on cooperation?

“We are open to cooperation with any entrepreneur. There are no one-size-fits-all solutions in distribution. And we like challenges.

Mastermedia supplies shops and retail outlets, regardless of their scale.

Regardless of size, we will prepare a suitable cooperation option. We also cooperate with wholesalers who sell products in large quantities, as well as with trading partners who help deliver goods to the final consumer” Paweł Wójciak explains.

How do you secure the supply chain and transport of products requiring special storage conditions?

“Our stable supply chain and our own warehouses guarantee that each product arrives in perfect condition, meeting the highest European standards. We have high storage warehouses (Lublin and Poznań) and trans-shipment warehouses located in Western Europe. All are equipped with cold stores (Southall, Sheffield, Glasgow, De Meern, Dublin, Niederkruchten). In the past year, we have almost doubled the area of the warehouse park at Poznań Airport. This year we are opening four new transshipment warehouses abroad and a new, larger high-bay warehouse in Lublin” replies Grzegorz Cioczek.

“Efficient management of the growing volume of logistics activities provides our customers with high-quality services on an international scale. Thanks to modern warehouses and investments, we are ready for the challenges of the global logistics market” adds Katarzyna Zdybicka-Wójciak.

Our stable supply chain and our own warehouses guarantee that each product arrives in perfect condition, meeting the highest European standards. We have high storage warehouses (Lublin and Poznań) and trans-shipment warehouses located in Western Europe. All are equipped with cold stores (Southall, Sheffield, Glasgow, De Meern, Dublin, Niederkruchten).

What development plans does Mastermedia have for the coming years? What is the short-term goal, and how do you see the longer-term prospects for the business?

“The example of recent years has shown that we are consistently pursuing our growth strategy. Over the past nine years, we have gone from a sales volume of EUR 30 million to a scale of more than EUR 290 million for 2023. Our development plans include further expansion, broadening the range of products on offer as well as logistical and digital development.

We have a clear vision and strategy for continued growth. We are not dotting the I’s. We know that the only constant in life and business is change and we are not afraid to go beyond the pattern” concludes Paweł Wójciak.

33

#interview

Elevating Polish meat in the global market Hubert Owczarek, Export Director at Cedrob Foods, dives into the future of the food industry, the rise of health-conscious choices, and Poland’s key role in global poultry production.

From eco-conscious packaging to the nuances of global meat trends CEDROB paints a comprehensive picture of the culinary future.

Which trends on the food/meat market will be crucial in the years to come?

The years to come will surely be a time for the development of the trends we can already observe for some time. Above all, I mean the numeric development of the convenience category, as well as the further change of the health-promoting attitude of consumers. Customers are already increasingly inclined today to reach for cold cuts with a short composition and lower calorific value. We, as a part of the Cedrob group of companies, a leading producer of poultry meat, focus predominantly on poultry cold cuts. Besides, all the global studies show that poultry consumption is on the rise, along with a simultaneous drop in pork consumption. Our strategy responds to these macrotrends, both on the domestic market and on the export ones.

Please tell us about your major achievements/export results in the recent years.

Recently, we have mainly been focused on associated countries, i.e. the European Union, as well as on closer directions, such as the UK and Ukraine. We are proud that both traditional cold cut products, emblematic for Polish cuisine, and modern ones, such as kabanos sausage snacks, are available in several dozen countries, both under our own commercial brands and under private labels of our customers.

The use of shock freezing has also allowed us to optimize the supply chain and thus to enter the British or French market with an offer of ready meals.

36

What is the potential – including in the export aspect – of the market of prepared dishes?

Prepared dishes, just beside frankfurters, serve as the basis of export activities today, since they are similar in most countries of the world and they respond to a key trend connected with providing consumers with ready products that do not require a large amount of time to prepare. Convenience store chains developing at an increasing pace, from 7-Eleven to Polish Żabka, only confirm that consumers expect boxed solutions addressing all opportunities for consumption.

The Polish poultry sector – development and prospects.

Poland is one of the most important players in the segment of poultry production worldwide. Therefore, it is natural that we gain more and more markets, including with processed products. As a part of the Cedrob group, one of Europe’s largest poultry suppliers, we have an excellent, safe infrastructure allowing us to build an increasingly strong portfolio of poultry cold cuts and prepared chicken dishes.

Polish products = high quality. Please tell us about the development of your brands in exports.

For many years, Polish producers have indeed developed a very positive image, associated with the high quality of their cold cuts and meat products. Nevertheless, Polish commercial brands are still known on the domestic market above all. This is surely a crucial challenge to Polish exporters. Our export portfolio is partially implemented

#interview

through our commercial brands – in this case, the most important one is Duda – but a considerable share is comprised by private labels of our customers. In the years to come, we will develop these two branches of export activities simultaneously.

Are the preferences and expectations of European consumers concerning the meat offer similar to the Polish ones? What do they appreciate Polish meat products for?

Polish cold cuts stand out among other European countries with their high quality. The Polish cold cut offer is surely more diversified and varied than, for instance, Spanish of Italian cold cuts which have a more unified portfolio. The positive evaluation of Polish cold cuts is affected by the high-quality raw materials of Polish origin, both poultry and pork, as well as high-quality processing – on a mass scale but supported by craft experience.

What are the most serious challenges in the export of meat products?

Today, the greatest challenge seems to be increasing the share of Polish cold cuts in the most generic cold cut segments comprising the common denominator of most export countries. Another major challenge is keeping up with the global price competitiveness which is often difficult to achieve in view of the significant differences between production standards in and outside the EU. A task no less challenging is building the general brand of Polish food, connected with a package of associations that would translate into high sales.

What innovations in the packaging category are expected by a modern European consumer?

The need for innovation in the category of packaging essentially boils down to the functions of usefulness and convenience for customers. This includes “open/close” packages, or those enabling longer preservation of freshness, including large packages high in weight.

There is also a strong trend for bio-packaging and the reduction of

Looking further: in view of the growing GDP in African countries, the entire continent requires attention and understanding of consumer needs that are changing there. plastics in package production. We successfully apply such solutions, e.g. in the case of convenience dishes – using an eco-tray made of recycled and recyclable materials.

Which are your most prospective foreign markets?

Apart from our further, consistent development in the European Union, including those in areas that require products certified as halal, both North African and Persian Gulf countries are important markets to us. Looking further: in view of the growing GDP in African countries, the entire continent requires attention and understanding of consumer needs that are changing there as well. Of course, from the viewpoint of demographics, Asian markets are a very important part of strategic thinking regarding exports.

How would you rate your participation in fairs? What events do you plan to attend this season?

Each year, we take part in several dozen industry events, both as participants and as exhibitors, trying to use this opportunity not only to build our commercial contacts but to understand the specific nature of local markets, in order to develop specialized offers responding to the needs of the given countries. Among the most important events, we can name: Anuga 2023, Speciality & Fine Food Fair 2023, Dibevo Trade Fair 2023, PLMA 2024, Food Expo Greece 2024, SIAL 2024, or Alimentaria Barcelona 2024.

Thank you Monika Górka

37

#interview

Wawel’s Global Treats

Discovering Wawel’s confectionery mastery: unveiling the secrets behind the international success of Poland’s RoyalQuality sweets. We talk with Tetiana Gurnevych, International Sales Director at Wawel.

40

For Polish consumers, Wawel sweets are ‘royal’, and not without reason – this is the association they evoke. How do foreign consumers perceive them? What do they appreciate your sweets for?

We are proud that foreign customers perceive the exceptional quality of Wawel sweets because that is what they are – short in composition and excellent in taste. The numerous foreign opinions of our consumers testify to this and that is the best compliment for us. We are the only major Polish confectionery manufacturer that can boast a luxury composition in every product category. This aspect, of course, has an impact on the price of the product, as we carefully select the suppliers of raw materials and ingredients with whom we work. We want to guarantee consumers sweet pleasure at reasonable prices. Sweets are a pleasure category, so for the sake of the consumer, we want to share a pleasant experience at the highest level, and we are most often appreciated for fulfilling this promise.

In the new year, we will further strengthen communication about the ingredients of Wawel products, which are created in line with the Good Ingredients strategy, which assumes that we offer and create sweets with simple and short ingredients without unnecessary additives. This communication will be highlighted in particular through the Pick&Mix Choose Your Royal Quality project launched in 2016. In 2022, the whole project underwent a general rebranding and in a new iteration of the popular concept we returned to our roots, where we emphasised our strengths and brand associations, namely royalty, quality and chocolate.

This is our proposition to the final consumer, which covers most categories of sweets and educates the consumer through – note the novelty! – QR codes placed on the fronts of our modules, showing the added value of each Wawel brand product.

The project also offers long-term benefits for the merchant and the shop owner, both in terms of selling a permanent assortment and an occasional one. It is a wide personalised range of different categories of sweets and an innovative proposition for the consumer, which is becoming increasingly popular thanks to the freedom it gives them.

Pick&Mix Choose Your Royal Quality has also been created for supermarket chains that have so far not sold sweets by weight and now want to change this. What’s more, this project responds to the challenges of CSR and zero waste. For a long time now, we have been observing that companies are striving to increase their responsibility for every step of the chain, including the producer and the seller, all the way to the consumer.

Therefore, it is worth pointing out that with the introduced Pick&Mix Choose Your Royal Quality modules, as a confectionery manufacturer we significantly reduce our packaging consumption and the consumer buys as much as he or she needs.

What is Pick&Mix Choose Your Royal Quality?

Pick&Mix Choose Your Royal Quality are dedicated modular displays for all Wawel branded weight products. They are available in a variety of formats, making them easily adaptable to any shop area.

Thanks to this dedicated solution for bulk sales of Wawel products, every consumer can quickly and easily compose their favourite mix of sweets in any quantity. All Wawel sweets available in the Pick&Mix Choose Your Royal Quality modules are available at a single price for the convenience of our consumers.

How many Pick&Mix Choose Your Royal Quality modules do you currently have abroad?

There are currently 6,715 Pick&Mix Choose Your Royal Quality modules available in the world. At the moment, the QR code directs to a platform that is available in 5 languages. However, we believe that with the planned activities around the project and the addition of the aforementioned QR codes on individual products, the number of Pick&Mix Choose Your Royal Quality modules will soon be even higher. We firmly believe that this innovative solution is the future of sales.

Thank you.

Monika Książek

What other surprises are you planning in 2024 as part of the Pick&Mix Choose Your Royal Quality project?

In 2024, we will tell our consumers in the simple way what is the value of each Wawel item and why we are different. We will educate our clients about ingredients to help them to release smart shopping. Additionaly Wawel presents infromation about social activities we are constantly running and about the Wawel Truck, which is an interactive truck in which, on the one hand, a lot of attractions await the participants, mainly for children, and, on the other hand, at the very end, the entrance to the Pick&Mix Choose Your Royal Quality sweet zone, where you can compose your own mix of your favourite sweets.

#interview

Aksam’s Snack Evolution Łukasz Knapowski, Commercial Director on Aksam’s regional growth: navigating snack trends and expanding Polish flavors in the international markets.

The history of Aksam company dates back to 1993, when the first Beskidzkie Sticks were manufactured. Tell us how the company has developed over the last 30 years.

Yes, correct. Our company’s activity began with the production of the Sticks. It was in Osiek, a small town in Poland overlooking the green Beskid Mountains.

It is 1993, the owner – Mr. Adam Klęczar, decides to make snacks that everyone will enjoy – they are supposed to bring joy, regardless of the circumstances. He buys his first machine and establishes a small production plant behind his father Kazimierz’s house. With the help of his closest family, he looks for the best ingredients, refines the recipe and baking technology until he achieves the desired quality. This is how the first Beskidzkie Sticks were created.

Over the following years, the company grows and expands its offer to include new products, such as: Crackers, Pretzels and Mixes. In 2015 the company decides to introduce completely new export brands to its offer: Soleo and Soleo Sweet – traditional Sticks and Pretzels covered with sweet toppings. Today Aksam stands for two production plants, over 600 employees and 32 export countries.

What is your recipe for success in the snacks category?

Since its establishment, Aksam has been a family company, with 100% Polish capital. The company’s goal is to focus on high-quality ingredients used to make both unforgettable classic flavours and new innovative combinations. The consumer is our top priority and all our activities are directed towards consumers. The company philosophy is simple: “We want to spread the joy of crunching!”

Health-promoting trends also reach the category of snacks, and this category is generally not considered to be a part of a healthy lifestyle. How do you meet these consumer expectations?

Even though consumer health awareness has been increasing steadily, consumers do not give up on small pleasures that allow them to break away from everyday problems and experience a moment of delight. In order to control the portion size they eat, consumers choose products in small packages, however, they can choose a big package to share the product with others while e.g. attending a party or a meeting. Both traditional snack flavours and unusual combinations - e.g. flavour mixes - enjoy unflagging popularity.

The emerging health trends encourage consumers not so much to limit their consumption, but to change the way they choose products, and they

44

read labels carefully. Customers usually select products with good ingredients. The quality of raw materials and their origin are of great importance.

More and more consumers are switching to special diets, such as vegetarianism or veganism, and are looking for V-Label certified products in the store.

Aksam listens to all consumer needs very carefully. The company’s goal is to focus on high-quality ingredients used to create both unforgettable classic flavours and new innovative combinations. Work is constantly performed to modify product recipes, simplifying their compositions to a minimum. This is aimed not only at meeting the growing expectations of consumers, but also at promoting a healthier lifestyle. Additionally, a great number of our products have the “V-label” certificate providing consumers with simple and reliable information that facilitates their shopping.

Aksam products on international markets. Please tell us about your export hits and the requirements of foreign consumers.

Foreign consumers often go for our standard Soleo Sticks and Pretzels as well as our Mixes and Tubes which are combinations of these two snacks. Soleo Sweet sticks and pretzels with sweet toppings also enjoy huge popularity. When choosing, consumers pay attention to the products quality. Our snacks are made of top quality ingredients. What is more, these products are baked, not fried, consequently, they are an ideal alternative to other, less healthy snacks.

Thanks to the variety of flavours and packaging forms, our products are good for any occasion: to school, work, meetings with friends, trips, or for a solo evening in front of the TV. What will 2024 be like for the industry, for your company - what are your plans for this time?

Consumers need some time to relax and a break from everyday life, and that is why snacks have been, are and will be consumed. Consumer interest in this group of products does not flag.

In order to meet our consumer demands, Aksam has constantly invested in the development of its production plant. In 2024 we are going to install new, even more automated snacks production lines. Additionally, we are also working to modify the recipes and simplify our products’ compositions. We are testing new flavours, shapes and possibilities of using innovative ingredients in our products.

Our plans for 2024 also include further expansion of our recipients group and looking for new export directions. 2024 will definitely be full of new and interesting challenges!

Thank you Monika Książek

FMCG

Best products Best brands

Your natural, fresh choice!

Apples

Fresh fruits & vegetables

Frozen fruits & vegetables

NFC juice, puree concentrates

Dairy

Meat

For over 30 years we are one of the leaders of Polish exporters. As a part of Ewa Bis Group, we have been supplying top quality Polish food to over 70 countries around the world.

We sell our products across the EU, Africa, Asia and North America. We have been cooperating with large international manufacturers, distributors, retail chains, and smaller local stores and wholesalers. Our main purpose is to satisfy the needs, requirements and expectations of our customers concerning quality and food safety of offered products.

P.P.H Ewa-Bis Sp. z. o. o. ul. Serwituty 25, 02-233 Warsaw, Poland sales@ewabis.com.pl www.ewabis.com.pl

#interview

Bogutti: Adapting Global Trends In a rapidly evolving confectionery market, Karol Pilacinski, Export Director at Bogutti, discusses how the company is adapting to global trends with a focus on health-conscious products and innovative flavors.

What trends are currently noticeable on the global confectionery market? How does Bogutti’s offer fit into them?

Several trends can be observed on the market, which have a huge impact on producers’ actions. It is worth starting with the issue of growing consumer awareness. Customers are paying more attention to the composition of the product, i.e. whether it contains vitamins, protein, magnesium, fibre. Above all, consumers expect a healthy product that provides them with additional benefits. Another issue is packaging. It should be optimally adapted to the product, e.g. keep it fresh longer and be made of suitable raw materials. This forces manufacturers to work towards the introduction of biodegradable materials.

Consumers are also looking for constant innovation. They like to experiment and explore new flavours. This forces producers to seek innovation and continuously develop their offers and introduce flavours on an in-out basis.

The Bogutti Company is not passive to these trends. Currently, the focus is on the development of a line of sugar-free cookies such as Free and Weeksy (also without palm oil) and the unique La Gustosa Free line (cookies with no added sugar cream).

Research shows that consumers are becoming more aware, with more and more of them reading the label before buying a product. Does this also apply to the confectionery category? Is this a worldwide trend?

We are definitely seeing increasing awareness among consumers. This is especially true for consumers in developed countries, where food expenses do not represent a significant value in the household budget. This group of consumers is willing to incur additional costs to purchase better-quality products. Trends such as clean labelling, limiting sugar, hydrogenated fats or cheaper substitutes (e.g. cocoa instead of chocolate) are worth mentioning.

Private labels have recently become very important on the Polish market. Can such trends also be seen on the global market?

The current market situation and the policies of retail chains favour the development of private labels. More and more goods need to be found on the shelves and, as a result, the chains are beginning to reduce the number of competing brands. This leaves room for global brands, which have large sales support budgets. The place of brands with less recognition is being replaced by private labels. This allows chains to offer better prices and limits the power of producers. The trend is evident both in Poland and Western Europe where retail chains have a lot of power in the market.

48

Manufacturers are facing many difficulties, i.e. raw material price increases, rising labour, energy and packaging costs. How does Bogutti address the problem of increasing costs and possible price increases?

Producers are under enormous cost pressure all the time. Recently, we have been facing record cocoa prices, which is reflected in the price of chocolate. This situation affects every producer and the question of price adjustments is at the category level. This makes it easier to negotiate prices.

At the same time, as a company, we are constantly looking for opportunities to introduce savings by optimising production operations or seeking sources of supply of raw materials and materials at more attractive prices.

Despite rising food prices and inflation, and the growing importance of private labels, are premium sweets popular? How important is product quality to consumers?

Recent years have brought enormous change and turbulence. Each such period results in a stratification of society in terms of income. There is a growing number of affluent consumers at the expense of the middle class. For such people, the price of food products is not important. They are guided in their purchasing choices by the brand, package design, recipe, taste and prevailing trends, etc. This market segment will certainly continue to grow.

What plans does Bogutti have for further business development?

What will be the key challenge for the company in 2024?

Bogutti has been growing steadily for more than 10 years. In the last period, we have significantly increased the turnover generated. Bogutti products now reach the farthest corners of the world. We are currently focusing on expanding our offer with new categories, which will allow us to use our existing distribution channels.

The key challenge seems to be the right combination of customers’ price expectations and the volatile business environment. Customers are pushing hard to stabilise prices at a low level and at the same time there is no stabilisation on the supply side.

The latest additions to your portfolio.

We are planning a dynamic expansion of our offer for 2024. Products from new categories will be added to our portfolio. These will include fingers and wafer rolls.

Thank you.

Joanna Kowalska

Enj oy swe ets from Bog utti

Bogutti Sp. z o.o.

Export Department, e-mail: export@bogutti.com tel. +48 603 956 466, +48 601 704 404, +48 783 956 466 Internal Sales Department, e-mail: zamowienia@bogutti.com

We also have:

Own

Plants

15 thousand m² of production halls and areas

PRO-ECO ACTIVITIES

We strive for energy self-sufficiency

We already have our own:

• sewage treatment plant • solar farm • biogas plant • heat recovery installation

#interview

Transad’s Evolving Logistics Strategies Agnieszka Sikora, Transport and Logistics Specialist shares insights on Transad’s remarkable growth: from two trucks to a robust fleet, tackling economic instabilities and emerging stronger in international transport.

Transad has been offering its services for over 17 years. How has the company developed over this time? What potential do you currently have?

From the beginning, Transad was a small transport company that built its power using its own resources. Over the years, we have faced all adversities and opened new opportunities for the clients we serve, building relationships and focusing primarily on people. We have never closed ourselves to new opportunities or challenges presented to us by our clients and the changing world. We started with 2 truck sets, currently we have a fleet of over 70 vehicles and 90 refrigerated trailers, which allow us to serve our customers even more and adapt to their needs. We have the most modern equipment available on the market, as well as a specialized goods security system.

In addition to great equipment, we attach great importance to people. The staff puts great emphasis on both the company’s and their own development. Through the desire to improve our own work and to meet the needs of our clients, we constantly improve our qualifications and skills. At the same time, we ensure the right atmosphere and mutual support in achieving our goals. We are not separate individuals, we are a group that supports, helps and encourages each other in our daily work.

How do you assess the economic situation in Poland and around the world in the context of the condition of the logistics industry? What challenges are you currently facing in international transport?

Every year is different, and recent years have not been kind to Polish entrepreneurs in the service industry. Starting from 2020 and

52

2021, i.e. the pandemic and related restrictions, continuing through 2022 and the Russian-Ukrainian war, which caused a number of consequences, through economic upheaval, skyrocketing prices of everyday products, and ending with a large wave of people who were also looking for work. 2023 started quite well, but the second half showed how shaky this market is. We noticed a lot of companies that were respectable players in the industry, which from moment to moment lost liquidity and thus ended their operations, leaving smaller enterprises that survived only thanks to them without funds. There was not a week when forwarding or transport companies announced their problems and lack of solvency in the media. This caused smaller companies to cease to exist or barely function. Moreover, many neighboring countries imposed additional, much higher road toll rates, which had an even greater impact on the decline in companies’ profitability. The last weeks of 2023 showed that Polish entrepreneurs are fed up with unequal treatment of companies, significant favoritism, and silent acceptance of the gray zone. Numerous demonstrations and border strikes reported in the media show how people are fed up with favoritism and ruthless exploitation of the situation for their own benefits.

Do these challenges also include the optimization of logistics processes? In what areas are you particularly working on increasing efficiency, reducing costs and improving processes?

We are constantly improving logistics processes, we are trying to figure out each individual branch and we are constantly striving to operate in the most economical way possible. We carry out activities aimed at the development of warehouse processes, fleet equipment, appropriate tools in the service area, as well as the development of new

#interview

delivery options for customers in order to expand the area of operation and introduce new solutions.

How do you build a competitive advantage on the market?

For several years, we have noticed that Polish entrepreneurs are opening up to trade with Asian countries as well as those from the Far and Middle East, thus looking for various forms of transport of their products. Hence, through a network of various contacts, we are able to offer almost any type of transport available in the world. Nothing is impossible for us, some of us may need a little more time, but we will certainly not leave anyone without an answer or a ready solution.

Please tell us more about sea transport. What are the benefits and advantages?

Sea transport is not a highly developed branch in Poland. Even though we are a coastal country, our infrastructure and awareness have not yet matured enough to use this type of transport and make the most of it. There is little courage among Polish companies to invest

in trade with countries that are separated by a significant distance.

Additionally, there is great fear of what is unknown, which is why we make every effort to make our customers aware of the benefits of sea transport. First of all, it allows you to expand your portfolio of clients/recipients, reach unknown markets with your own product, and expand the company’s promotion and operating range. The world absorbs what is new and different - people just need to have access to it.

What types of goods can be transported in containers? Can these also be food products?

Virtually every type of product is transported, from pens to fresh and frozen fruit and vegetables, as well as meat and dairy products.

Of course, maintaining full conditions of controlled temperature - as well as humidity and ventilation levels. Equipping containers with monitoring devices allows for ongoing monitoring of the condition of transported products.

Thank you.

Monika Książek

53

#logistics

Reliable partner in logistics

The TRANSAD company was established in 2006; ever since, we have met the requirements of our Customers to the greatest care and extent possible. With the experience we have gained over all those years in the TSL industry, we can say with full responsibility that we focus on quality and professionalism. For many years, we have worked for the effects that are now plain to see.

Currently, we are able to adapt to almost every Customer, offering top-quality services and an individual approach to needs and requirements.

We care for our fleet to be state-of-the-art all the time and to meet the highest standards.

We complement and improve our team on an ongoing basis so they can always be fully flexible and self-contained in the fulfillment of the tasks they have been entrusted with. We can offer top-level cooling transport, adapting to individual requirements. Our offer includes specialist types of cooling semi-trailers, from standard ones to multi-temperature or double-floor semitrailers.

Since the inception of our operations, we have been setting new goals for ourselves, setting the bar higher and higher, to motivate ourselves for constant development and search

54

for new solutions. Closely watching the market and the realities set for us by our customers, we have started dynamic development of one of the transportation branches, namely, groupage transport. There are just a handful of companies which take on the challenge of organizing such special kinds of shipments, especially as far as part of the load at a controlled temperature are concerned.

Facing the prospects of a new challenge, we have decided to improve the tools we have been working with so far. At a very quick rate, we have adapted storage areas for handling and confectioning of products, with simultaneous continued preservation of the cold chain that will in no way affect the product quality.

Watching the world, our competitors, and the experience of our employees, we have balanced the entire system to adapt and select the best

options to fully satisfy the expectations of our customers. A modern warehouse furnished with ramps, insulated sleeves, specialist loading equipment for all kinds of goods, as well as different forms of cargo protection – from standard locking rods to anti-slip mats to heatshrink films, edge protectors, protective liners.

Each time when a new way to secure transported materials appears, we strive to test it with our own fleet in order to introduce it into a wider circulation and to propose additional solutions to our customers.

Although we set the bars high for ourselves with regard to development, our contractors motivate us additionally, by searching for solutions together and with their trust in a company providing the highest value available on the market. We never shy away from problems or challenges; quite the opposite, we always

#logistics

strive to seek solutions together. Conducting a “win-win” corporate policy from the very beginning, we have never been oriented exclusively to our own good or the satisfaction of our needs. It is worth bending your everyday principles in order to work for the sake of common satisfaction. With our search for solutions, we broaden our knowledge and experience, to share with our customers and to be even more competitive.

Today, it is not hard to buy a car, to hire a driver, to take up an order and to drive ahead; yet there are few “ambitious” companies, setting themselves new challenges and willing to continue their development.

In our small employee team, there is surely no lack of commitment or desire for development, both personal and of the entire company. We are aware that we act for the sake of a common future. Both in contact with customers and between each other, we focus on friendly, almost family-like relations. Time spent together, not only within the limits of professional contact, helps us strengthen the ties, consolidate the attachment, stability and conviction, and boost the confidence that nothing is impossible and the sky is the limit.

We do not give in to principles prevailing at corporations where every person becomes a robot, ceasing to be a human being, empathic and helpful. With our openness, devotion and intentions, we largely focus on relations.

The relations with our customers have been developed for years; at some point, the business vs. business limits blur and we transcend to the level of friends, which helps us deepen the mutual trust. When we are able to count

on each other in every situation, the customer is certain we will always provide advice and a common solution to a problem. We also often participate in problems as consultants, even if we have not been involved in any of the logistic components. Such joint action strengthens the ties even tighter and allows us to spread our wings.

We can boast a list of customers who have cooperated with us for many years, have never been disappointed with us and wish to continue the cooperation, involving us in new projects and recommending our services to their own contractors.

We are surely open to new experiences and further development in the transport and logistic industry.

55

#foodsector

What was 2023 like in the Polish food sector?

2023 was undoubtedly a challenging year. Inflation and rising prices took their toll on almost all participants in the FMCG market. The end of the year is the ideal time to take stock. What changes have taken place in the food market? What challenges did producers have to face, and which topics have dominated the industry discourse?

Monika Książek, Editor

All the activities of producers in 2023 were related not only to the economic situation in the country but mainly to the changing needs of Poles. Consumers still had many concerns over the past 12 months, which were linked to rising food prices and bills, as well as rising fuel and transport prices. However, despite everything, new trends were also developing and consumers were still willing to pay more for a product that met their expectations.

The grocery basket in 2023 According to NielsenIQ, the beginning of 2023 marked a clear stagnation for the largest food categories in the FMCG basket. However, the alcohol categories have seen a decline in volume, particularly evident in the beer category - down 4% in volume over the last cumulative 12 months (MAT June 2023) and vodka - down 6% in terms of volume.

56

On the other hand, some categories have seen significant volume increases. In food categories, these include plant-based milks (+16%). This is an example of a category where health-promoting values and product characteristics are more important to consumers than price. And a plant-based diet is one of the main food trends in 2023. Vitamins (+11%) and sugar substitutes (+9%) were an equally strong growing product group, which may be related to the intensification of health-promoting trends and consumers’ growing concerns about their health. The snacks category, particularly muesli bars (+25%), also saw sales growth.

Trends of the year The entire food market in 2023 has developed according to trends, the most influential of which is sustainability in the broadest sense.

The use of recycled ingredients, environmentally friendly production and green solutions have given direction to many producers. “Among the most important trends, we see a search for products that are as healthy, local and organic as possible. At the same time, it is not only the

composition of the product itself that matters to increasingly conscious consumers. It is just as important to know where the raw materials for a product come from, whether it is produced sustainably, and environmental issues are becoming increasingly important” - notes Maciej Pawłowicz, Sales and Development Director at the ASM Group.

In addition to caring for the health of the planet, taking care of one’s own health is high on consumers’ agendas. In response to this need, producers are focusing on high-quality products, premium product lines as well as the development of plant-based foods.

In the alcohol category, 2023 was marked by the development of low-alcohol and non-alcoholic offers, which appealed to the tastes of many Poles.

Savings have strengthened private labels High inflation and consequently higher product prices have prompted consumers to shop at discounters, actively follow promotions and choose private labels. “The GFK Polonia

#foodsector

survey shows that 65% of respondents look for products on promotion and special offers. 59% browse advertising newspapers and leaflets for this purpose, up from 55% in March 2022.

As many as a third of consumers buy cheaper equivalents, which is also seen in the increasing role of private labels in sales. Some of these types of products already reach a 30-40% share in their category, which has recently become a topic of discussion and consideration regarding restrictions on their sale” - says Maciej Pawłowicz of the ASM Group.

What did 2023 mean for manufacturers?

“The year 2023 will be remembered as one marked by high inflation and a battle for customers’ attention requiring increasing flexibility from manufacturers and retail chains. The winners were those who carefully observed trends, analysed the situation and were able to quickly modify their strategies and conduct” – explains Maciej Pawlowicz.

So many challenges in the market were, in a way, a test for many producers and required an appropriate response. “Inflation has been the main topic of conversation among industry experts as well as production and trade manag-

ers in the past year. The challenges they faced required a lot of flexibility and a range of innovations to keep them ahead of the competition rather than maintaining the status quo. Companies had to find new ways to minimise production or operating costs. The market is also still grappling with the effects of the COVID-19 pandemic” – ASM’s expert mentions.

FMCG companies have also had to revise their supply chain planning. “This involved finding new suppliers and optimising logistics strategies to ensure continuity of supply.

Increasing digitalisation has forced companies to invest in the latest technology and develop e-commerce channels. Artificial intelligence and access to analytics based on big data have made it possible to better understand the needs

of consumers and adapt the offer to their needs.

It has also not been without adapting the way companies operate to the conditions, i.e. downsizing - reducing costs, personnel, optimising deliveries or changes in production and management” – says Maciej Pawłowicz.

In summary, 2023 in the FMCG industry was a year of adaptation and innovation.

“Companies that were flexible and successfully adapted to changing conditions and consumer expectations were able to not only survive but thrive in these challenging times. However, the mood is not optimistic, shoppers have remained very restrained, consumers are increasingly choosing only basic products and are more likely to pay attention to price” concludes Maciej Pawłowicz.

57

#summary

Year 2023 summary Even though 2023 was a challenging year for both consumers and producers, our industry recorded a year-on-year increase in the consumption of meat and cured meats, which, accompanied by a decline in the category of so-called substitutes, means that it is one of the few in the grocery basket that has an absolutely established position. Of course, rising inflation has caused the consumer to be prudent in their spending and budget management, in which food products play an important role. This has translated into an increase in the share of products in the basket that allows senMarietta Stefaniak sible shopping at an affordable price - such as poultry sausages, which, in addition to being more reasonably Vice-President of the priced, also have many health-promoting qualities in Management Board for Strategy the diet. We are also noticing a growing interest in and Development, products with a simple label that indicates a concern Zakłady Mięsne Silesia for health and wellness - an aftermath of the pandemic and a strong mega-trend for the category as a whole.

For us, 2023 was marked by dynamic growth, increasing market share and export expansion. Importantly, the foundation of these activities is our strategy based on poultry meats. As the processing division of Cedrob, Poland’s largest white meat producer, we are convinced that from both an economic and a health point of view, this is today the best offer for the consumer, not only Polish consumers.

At present, several trends can be observed on the market that influence the activities of producers: growing consumer awareness, ecology and innovation. Firstly, customers are interested in the composition of the product, the content of fibre, vitamins, and protein. Consumers expect a healthy product that provides them with additional benefits.

The growing awareness of consumers also applies to the ecological approach. This forces producers to optimise their packaging - reducing or introducing biodegradable materials.

Karol Pilaciński Consumers are looking for novelty, so manufacturers are engaged in constant innovation. CustomExport Director ers like to experiment and explore new flavours. This Bogutti forces producers to continually develop their offer, introducing flavours on an in-out basis.

Bogutti Company is not passive to these trends. Currently, the focus is on the development of the sugar-free cookie line - Free, Weeksy (also without palm oil) and the unique La Gustosa Free line ( cookies with no added sugar cream).

In the domestic market, the confectionery industry - despite the challenges of rising energy, raw material and employment costs, as well as changing consumer preferences and increasing health awareness - remains stable. Growing interest in natural products, free of artificial colours and preservatives - is one of the key trends with us, which will influence the market’s development in 2024 and beyond. Customers are increasingly paying attention to the composition of products and their impact on health. We can therefore expect continued interest in products with lower sugar content, without artificial additives and containing natural ingredients.

Paweł Majchrzak And the companies that adapt their offers to these exChief Operating Officer, Member pectations - may gain in popularity.

On the other hand, we have the export market, of the Management Board which is also an important part of the business of doGibar mestic confectionery manufacturers. Global competition, changing conditions in trade and cultural differences influence their strategies. In recent years, we can observe a growing interest in sweets with a regional character, which can represent an opportunity for producers offering unique flavours and traditional recipes. It should also be added that healthy alternatives, such as sweets without added sugar or products enriched with natural ingredients, are gaining popularity in both the domestic and international markets. Therefore, companies will focus on developing new products that meet the needs of consumers looking for healthier options.

58

Justyna Figiel-Kwapisz Commercial Director of Retail, Goodvalley The year 2023 can be described as a challenging one for the meat industry, which is highly sensitive to all social and economic changes. The ASF virus, the echo of the pandemic, as well as high production costs and inflation, have contributed to a decline in the pig population. In turn, high meat prices in Poland have resulted in the import of raw material from the European Union (for years Poland has been importing more raw material from abroad than it has been exporting).

The difficult market situation is reflected in the shopping baskets of consumers who are making their purchasing choices in an increasingly thoughtful manner. Against this backdrop, producers in the meat sector are gaining ground, focusing on locality and Polish production. As Dolina Dobra, we can certainly boast that our meat is 100% Polish.

Despite the challenges posed by the market, quality and taste are invariably key for us. In addition, there has been a clear increase in the number of consumers looking for products with 100% meat content and a natural, good composition. What distinguishes Dolina Dobra products is precisely the short label and the absence of any artificial additives or preservatives. The products of the Dolina Dobra brand are perfectly in line with current market trends (we implement a socially responsible business strategy and conduct comprehensive activities related to a sustainable food production system). We continue to encourage people to choose sustainable products (according to the principle “eat less, but of good, proven quality”). It has been an exceptional year for Dolina Dobra, due to the increase in awareness of our brand and the development of our portfolio.

This year saw the launch of, among others, Dobrusie children’s sausages with 100% Polish ham in their ingredients and Proteina+ sausages containing specially selected pieces of meat. Their short, good composition makes them unique in terms of quality on the market in the sausage category.

#summary

Producer’s perspective

Jacek Wyrzykiewicz PR & Marketing Services Manager Hochland Polska The market situation in 2023 was unstable.

The food industry continues to face major challenges from rising costs, high inflation, rising food prices and slowing consumption. The market is unpredictable, especially as the dairy industry has recently been facing large fluctuations in the milk price market. And it is a key raw material in our business.

For several years now, products responding to the needs of special diets, such as lactose-free or gluten-free, have been increasingly popular with consumers in Poland and around the world. In response to the needs of consumers with lactose intolerance - we are creating tailor-made product offers, such as Almette without lactose. Following the success of the Almette without lactose line introduced in 2020 in a standard container, a new addition to the fluffy cheese category - MINI Almette cream cheese without lactose - was launched in shops in February this year.

In 2023, we focused on optimisation - both on the operational side: the efficiency and costs of production facilities, as well as on the product range, optimising the product list and eliminating those with the least added value. One of our priorities is actions based on accelerating innovation, digitalisation and improvement through the efficient generation and use of data, and we have launched several initiatives in this area. We are proud that, despite the difficult market situation and a number of market challenges, the company has managed to maintain its leading position in the market for branded cheese in Poland. Our Almette and Hochland brands are growing. Our Valbon mould cheese is also performing well.

Przemysław Gostkiewicz President of the Management Board, Sokołów

The past year, although full of challenges, turned out to be very successful for our JemyJemy ready-made soups brand. We strengthened our position as the leader in the ambient soups category, a position we have held for years, with a 29% increase in annual volume sales (MAT October according to NielsenIQ). The adopted strategy of investing in the highest quality in line with current trends has brought tangible results.

In autumn this year, we extended the Zupy Świata line with a new product - Mexican Soup - and Karina Noculak we already have the first signals from the market that it has been very well received by consumMarketing Manager, Profi ers. Currently, the JemyJemy brand consists of 18 soups, cooked with natural ingredients, without preservatives or artificial colours, in three lines: Traditional Soups, World Soups and Vegetable Cream Soups. Consumers are looking for authentic products with good, short ingredients that taste homemade but are quick to serve.

JemyJemy soups simply need to be poured into a dish and heated to provide a wholesome, filling and tasty meal in a matter of moments. The success of our brand is also due to the handy and lightweight doypack packaging and the fact that the soups do not need to be stored in the refrigerator due to the natural preservation process. We look to the future with moderate, but nevertheless, optimism.

I hope that our consumers will associate 2023 with Nestlé KitKat cereal. Together with the entire team of Cereal Partners Poland Toruń-Pacific, we are very proud of this novelty with the taste of the legendary milk chocolate candy bar. KitKat flakes have been received by consumers very enthusiastically, as confirmed by sales results. We produce them in Poland at our Toruń plant using mostly cereal raw materials from local suppliers. The cocoa is sourced from 100% sustainably farmed cocoa from competitors implementing the “Cocoa Aleksander Wasilewski Plan” programme, as confirmed by the Rainforest Alliance logo on the packaging. I recommend evPresident of the Management eryone to start their day off right with Nestlé KitBoard of Cereal Partners Poland Kat cereal.

Toruń-Pacific The year 2023 will also certainly be remembered for high inflation. The rising costs of raw materials, labour, packaging and logistics forced us to look for solutions that would protect consumers from passing these additional burdens on to them. A lot of work went into finding the optimum packaging size, especially for larger ones. Retailers liked them because the product in the family packages, on a price-per-kilo basis, is cheaper compared to smaller packages. We are also noticing a further flow of customers from hypermarkets and traditional shops to discounters. The key here was to work with our partners in this trade segment to develop an offer that would give consumers access to their favourite brands of breakfast cereals and cereal bars.

In 2023, we faced a number of challenges that significantly conditioned the functioning of all businesses. The main ones were, of course, high inflation and rising raw material and production costs. In addition, the meat industry is still struggling with the ASF epidemic and the unstable situation on the raw materials market. Farmers are still in a difficult position, due to ASF-related restrictions and rising costs and are often operating on the brink of profitability. Despite such a complex economic situation, we have managed to maintain the stable development of our company. We have made important investments, thanks to which we are increasing our production potential and pursuing our social responsibility goals. We have launched photovoltaic installations at six branches of the Sokołów Group, which allow us to reduce the consumption of natural resources and optimise production costs. We have introduced further novelties to our product range, meeting current consumer needs. We also plan to further develop our portfolio, providing high-quality products such as meat snacks, sausages and products from the Sokoliki line, among others. Our priority is to meet the expectations of customers who value our brands, trust them and are eager to use them.

59

#summary

Year 2023 summary

Cezary Knaś Head of Export at E.Wedel

Ewa Krzuś-Wiśniewska Vice-President of the Management Board of TiM

Dorota Liszka Director of Communications and Public Affairs, Maspex Group

Poland is currently the largest market for chocolate confectionery in Central and Eastern Europe.

Local producers have successfully captured the preferences of not just Polish consumers, but also gained the recognition of foreign markets. Poland ranks as the third largest exporter of chocolate confectionery in the European Union in terms of market volume. With a 170-year tradition of producing high-quality chocolate, Wedel exports its products to more than 60 countries. The recent years have marked a period of intense export development for Wedel, with year-on-year growth constantly exceeding 10 % of the company’s turnover.

Expansion in foreign markets becomes achievable through the implementation of a long-term strategy built upon several essential pillars: tailoring the product portfolio to meet consumer expectations in chosen markets, concentrating on identifying new trends and evolving shifts, enhancing the expertise of the export team, boosting the operational capabilities of supporting departments within the Export Division, and strengthening the business and brand presence in selected markets.

One of the key achievements resulting from our consistently implemented strategy is the remarkable growth rate of over 20% in exports during 2023. In addition to traditionally significant ethnic markets such as the USA, UK, and Germany, where our export flagship, Ptasie Mleczko®, continues to excel, we are focusing our efforts in the Southeast Asian, Middle Eastern, and South American regions, primarily offering a range of chocolate bars there. Exportation represents a fundamental element of Wedel’s long-term strategy, a company with a presence in the Polish market since 1851. In the upcoming years, we plan to extend our export development in selected markets. Our objective is to maintain double-digit growth in product sales abroad, as achieved in the previous year, by reaching an expanding global customer base.

In 2023, Poles have sharply reduced their spending on the alcohol category. This is influenced by high inflation, which impoverishes the consumer regardless of whether they buy wine or not. The alcohol industry is one of the most affected by the shopping changes of Poles.

In 2023, sales of all alcohol categories declined, but, noteworthy, the smallest decline was seen on the wine shelf. TiM, despite category declines in the market, grew in volume, which allows us to look positively at the future. The appropriate correlation of the assortment with customer needs, i.e. wine profile, price to quality and response to market needs, allows us to fill this area of the market where quality compensates for the price of the product.

In the 2022/2023 financial year, TiM strengthened its market position and implemented strategies to ensure further growth.

Growth was driven both by increasing sales of products from the Company’s portfolio and by the success of new products launched on the market. TiM attaches great importance to the highest quality of the wines it offers and emphasises innovation, sustainability and customer satisfaction. Operating in a dynamic business environment, it consistently develops its business strategy to meet changing market trends and the expectations of its trading partners.

All these successes would not be possible without the commitment and work of the team of specialists that make up TiM S.A.’s crew, whose professionalism and passion are crucial to the realisation of the organisation’s goals. Work efficiency is also influenced by the flexibility and agility of the TiM Company and its ability to adapt to the requirements of the industry and the market.

In 2023, we faced numerous challenges.

Our industry had to face inflationary pressures and excise duty increases, which resulted in a decrease in sales volume in the alcohol category. Nevertheless, we are proud to highlight our achievements in innovation. The introduction of new product variants under the Soplica and Żubrówka brands allowed us to attract new customers and successfully maintain our position on the market, even in the face of the difficult conditions of the past year.

A variety of flavours became the dominant trend in 2023, attracting the attention of producers who quickly adapted their offers to the new market expectations. In the flavoured spirits segment, the Soplica brand surprised with the introduction of Cytrynowa - a product of exceptional quality. This move strengthened Soplica’s position, attracting loyal customers and expanding the range to include exotic flavours. The Żubrowka brand also introduced several innovations, showcasing the ‘Ready To Serve’ category of flavoured spirits with the addition of Bison Grass in a variety of flavours such as Apple Ż, Sour Ż and Mint Ż, which significantly built up sales of the iconic Żubrowka Bison Grass vodka.

The premiumisation trend in the Polish alcohol market was also evident. Consumers are increasingly willing to reach for premium spirits, such as exclusive Żubrówka Czarna, Grant’s Scotch Whisky and Glenfiddich or Tullamore D.E.W. Irish Whisky. Sparkling wines are very popular among women, with Prosecco LAMIA deserving special attention. All this reflects the evolving preferences of consumers who are looking for innovative experiences in the world of spirits.

Robert Jutka Internal Sales Director Bogutti

60

The Polish market is clearly seeing an upward trend in smaller confectionery packaging. Consumers are opting for functional products such as breakfast cookies, which contain more nutrients. There is an increasing demand for premium quality products with more ingredients such as chocolate and extras to make them stand out on the sales shelf. Growing consumer awareness means that the composition of products, the quality of packaging, or how raw materials are sourced is becoming an important factor in purchasing decisions.

In 2023, the situation of the Polish economy was more stable, but confectionery manufacturers still need to be flexible and react quickly to changing operating conditions, related, for example, to raw material prices or rising costs in 2024. Despite the short-term challenges, the Polish market is expected to grow in value in the long term.

The long-term positive outlook for the confectionery market is pleasing, but it must be remembered that producers still face many economic difficulties. These include both local and global factors.

#summary

Producer’s perspective

Tetiana Gurnevych International Sales Director Wawel The prices of food products, including sweets, due to inflation are being felt by both producers and consumers. The consequences of this situation are visible both at home and on the export market. Suffice to mention that the price of cocoa on the international exchange is so high for the first time in 44 years. This naturally translates into the price of confectionery, especially chocolate confectionery, in which this ingredient is essential. This poses quite a challenge for producers, but we believe that Wawel’s high-quality sweets, with their simple and short composition, are worth the higher price. We do not want to reduce the quality of our products due to the increasing price of raw materials, so we continue to ensure that their quality remains at a consistently high level.

To this end, in 2024 we will be focusing on strong communication of dedicated modules for the sale of all Wawel brand products by weight - Wawel Pick&Mix Choose Your Royal Quality.

They are available in a variety of formats, making them easily adaptable to any shop space. Thanks to this innovative solution, consumers can quickly and easily compose their favourite mix of Wawel sweets in any quantity. In addition, making it easier for the consumer to use our original display stands, all Wawel sweets available in the Pick&Mix Choose Your Royal Quality modules have the same price.

2024 will certainly be a year of many interesting challenges and, we hope, successes as well.

Currently, 6,715 Wawel Pick&Mix Choose Your Royal Quality modules are available on foreign markets. At the moment, the platform is available in 5 languages. We firmly believe that this number will gradually increase over the coming years.

A novelty that we have introduced on our modules are dedicated QR codes placed on all front labels in the modules, so that the consumer can obtain information on a particular sweet.

This is another step in our Good Ingredients programme, where we transparently communicate the short and simple composition of our products and the elimination of unnecessary ingredients. Such solutions are a step towards the increasingly demanding customer who, even in the confectionery category, wants to know what he is putting in his basket and be convinced that this choice is the best. Our innovative solutions help to reassure customers that by choosing Wawel, they are choosing the best!

It has been another difficult year with high inflationary pressure and, consequently, decreasing consumer purchasing power. This has determined further changes in consumer behaviour, both in terms of how and where they shop, as well as the frequency and amount of the receipt.

Pressure from discounters and aggressive promotion of their own brands was evident throughout the year and felt particularly in generic categories, where first-price products play a significant role.

Despite these fluctuations, it has been an extremeTadeusz Czarniecki ly successful year for Oshee, with very strong growth Marketing Director, OSHEE™ Poland in value but above all in volume, which means that our product offering is reaching more and more consumers. Consistency in brand building and attention to the availability of the product offer, with intensive advertising and promotional support at the point of sale, have brought the expected results in terms of strengthening our market position.

We entered the year 2023 with a thorough rebranding of the brand, to give the brand a new, refreshed look together with the planned activities. A new brand ambassador in the person of Iga Świątek, an announced partnership with one of the best football leagues in the world - the Spanish La Liga, a collabo with the rapper Mata or another product line with CD Project Red (Cyberpunk) are the most important events of the year for Oshee, next to the launch of the new HydroBoost range.

The situation in the sweets and snacks market is stable at the moment, as the sweet snacks market is constantly growing. The global confectionery market is expected to continue to grow in the coming years.

Both Polish and foreign consumers are looking for products that allow them that moment of pleasure.

Sweets improve mood and well-being, which is why they are so eagerly chosen by consumers.

The taste of the product, its quality and the ingredients used play an important role in the choice.

The innovation of the product is also important.

Dorota Harnas-Jurczyk Consumers prefer snacks in smaller packs, which are great for taking on the go and which they can easily Export Manager share with loved ones.

AKSAM Aksam’s portfolio includes a whole series of sweet products, under the brand names Beskidzkie Łakocie (for the Polish market) and Soleo Sweet (for export markets), which respond to the above consumer needs. The doughy flavour of the fingers and pretzels together with the sweet topping is a great compromise between a snack and a sweet dessert.

The small packaging allows you to take the product with you literally anywhere, and its form allows you to share the snack with others.

In order to move with the times and be well prepared for the times ahead, it is extremely important to have a good understanding of the needs of consumers in different corners of the world and to continuously adapt products to these requirements.

The passing year 2023 has proved to be an extremely dynamic one for the FMCG industry. Manufacturers have been left with no choice but to adapt their strategies to changing customer priorities and to meet growing consumer expectations. Among the many product categories, wafers appear to be not only resilient to the effects of the COVID-19 pandemic but also to unfavourable external conditions such as rising prices for energy and raw materials for production, generating challenges in terms of production costs.

Rafał Adamski As a result of the measures taken, the wafer category has seen impressive sales growth. According to Sales Director, I.D.C. Polonia data made available by the money.co.uk portal, an impressive amount - 90,000 tonnes of waffles and wafers with a total value of EUR 503 million - was delivered to foreign customers in the last twelve months. Compared to the same period last year, the volume of products sold increased by 6.6%, while the value recorded a phenomenal jump of 16.1%.

All in all, 2023 has brought dynamic growth for the wafer category, and I.D.C. Polonia gaining a permanent place in the market is an excellent example of success in this area. We expect the coming years to bring equally promising prospects for the development of this dynamic industry.

61

#foodsector

Poland’s confectionery market in the constant growth phase

The consumption of sweets in Poland is growing. More and more interesting novelties tailored to consumers’ needs are appearing on the market. And these are related not only to new surprising flavours, but also to associations, communication or company values. The sweet shelf is full of possibilities.

Monika Książek, Editor

The confectionery market is characterised by continuous development, more and more variants of chocolates, bars or cakes, packaging in different formats and items aimed at both children and adults. The tastes and preferences of confectionery consumers are constantly changing, hence the many changes in manufacturers’ offers, new recipes and innovative items. This can obviously be seen in the condition of the entire market, which is growing. According to NielsenIQ, the value of the Polish chocolate confectionery market between July 2022 and June 2023 reached PLN 10.315 billion, an increase of 17.3% in YoY value and 2.3% in volume.

Facing many challenges In the year 2023, despite the more stable situation of the Polish economy, the confec-

66

tionery industry required a flexible approach and quick responses to changing operating conditions related to, for example, raw material prices or rising costs. The decline in consumer purchasing power was expected to translate into lower demand for products that are not essential to the daily diet, including confectionery. In contrast, the short-term challenges have not affected the health of the industry, which is forecasting continued value growth in the overall market.

Consumption Sweets accompany Poles both on a daily basis and on special occasions. This brings the total consumption of chocolate by the average Pole to almost 6 kg per year. According to Euromonitor International’s forecasts for the coming years - chocolate confectionery consumption in Poland is set to rise. In 2028, it is expected to reach 6.4 kg per capita per year.

However, we are far behind Germany in terms of consumption, with its citizens eating an average of 8.4 kg of chocolate sweets per

year. Equally high are the inhabitants of Ireland, who consume about 7.7 kg per year, the inhabitants of Sweden 7.4 kg, Great Britain 7.2 kg and Bulgaria 6.6 kg. In contrast, residents of the Netherlands, Croatia, the USA and Georgia consume fewer sweets than Poles.

Bars, jelly beans and jellies increase their sales Sweets are one of the most popular categories bought by consumers in all grocery shops. As noted by Przemysław Bojanowski, a CMR data analyst, dozens of packs of these types of products are sold every second in Poland. “What’s more, this number has increased by around 4% over the last 12 months (July 2022-June 2023 vs July 2021June 2022)”- he adds.

In recent times, a few categories in particular have become more popular with shoppers noting an increase in the number of package sales. Let’s take a closer look at small-format shops. “By far the fastest growth was in sales of functional bar packs by more than 30%.

Jellies and marshmallows also boasted a high growth of 9%. The third fastest growth rate was for flavoured jellies at over 8%, and just under eight per cent growth for hard candies (October 2022-September 2023 vs October 2021-September 2022)” - admits the CMR analyst.

Increased sales can be boasted especially by the largest manufacturers. “In the analysed period, Mondelez sold the most products one in five packs of sweets belonged to this company, one in 10 to Ferrero and 7% to Colian,” - Przemysław Bojanowski mentions.

Of the more than 220 different confectionery variants available in the small-format shop, a large proportion are novelties. “Between October 2022 and September 2023, around 330 of these were introduced. In terms of transactions, the most popular novelty among cookies boasts a product from the Bahlsen brand: Sweet Watermelon Hit. The novelty in the impulse wafer category with the highest number of transactions from January to September 2023 is Prince Polo Salted Caramel. Lion Brownie, on the other hand, is the number one novelty chocolate bar,” – Przemysław Bojanowski says.

Gift sweets

The sweets that are ideal as gifts are, of course, pralines. They are available on the market in many unusual forms with a variety of flavours.

Thanks to their attractive packaging, they gain a gift character. In addition, depending on the occasion, manufacturers offer limited

Sweets accompany Poles both on a daily basis and on special occasions.

This brings the total consumption of chocolate by the average Pole to almost 6 kg per year. editions with colours and graphics to match the occasion, such as Valentine’s Day, Women’s Day or holidays. Consumers reach for pralines when they want to gift others, but also for individual, pleasurable celebrations.

The gift value contributes significantly to the popularity of the praline segment. According to NielsenIQ, the sales value of pralines in 2021 was PLN 2.18 billion, which accounted for a third of the entire chocolate market worth PLN 7.87 billion at that time. The growth rate, compared to the same period a year earlier, was 6.7%. In terms of volume, the size of the pralines segment between December 2020 and November 2021 was 47.88 thousand tonnes. Shops, especially discounters, are taking advantage of the gift character of pralines by organising promotions and themed campaigns.

From seed to bar The confectionery market is evolving under the influence of ever-changing trends.

Among these, mBank, in its report “Confectionery market. Current situation and prospects” recognises, among others, innovation, quality and functionality. Consumers are becoming more and more aware, and it is not only the taste that matters to them but also the quality confirmed by the composition or the method of sourcing raw materials. Consumers are sometimes willing to pay more for natural products that do not contain artificial additives. More and more high-quality premium confectionery brands are appearing on the market.

On the one hand, bulk packaging for easy sharing has become popular, and on the other hand, products in smaller packs to take on the go, containing a single serving.

As industry experts acknowledge, clean labelling and short ingredients are what today’s consumers are looking for when choosing food products, including confectionery. “In the confectionery category, what should be avoided in the ingredients are unnecessary additives such as palm oil, artificial colours or flavours” comments Anna Garmada, CEO of SLODKIE. Vegan sweets are becoming increasingly desirable. Various variants are available on the market, with 100% plant-based ingredients, free of allergens and without even traces of dairy. As a result, it is now pos-

#foodsector

As many as 91% of Polish consumers in the nonchocolate sweets category like to eat sweets that remind them of their childhood.

sible to eat quality milk chocolate without a drop of milk.

Among the trends in the food market, “Farm-to-table” production is important, which is also gaining importance in the confectionery category. Sustainable sourcing and origin mean an enormous amount.

“Let’s take a look at chocolate, the ingredient in countless sweets that have made many a gourmand salivate.

The main ingredient in chocolate is, of course, cocoa. Cocoa trees are largely grown in African countries where, unfortunately, there is still too much exploitation of workers for very low wages, inhumane working conditions or child labour. It is possible today to consciously choose chocolates whose production does not use cocoa beans from such plantations.

We consider this direction to be the right and responsible one,” emphasises Anna Garmada. Considering sweets, among the dominant aspects that matter to consumers when making a purchase turn out to be childhood associations and flavours. “De-

68

Vegan sweets are becoming increasingly desirable. spite the important role played by nostalgia in this category, openness to new taste experiences paves new directions for innovation.

As many as 91% of Polish consumers in the non-chocolate sweets category like to eat sweets that remind them of their childhood.

Nevertheless, new flavours remain a strong impulse to purchase novelties. Noteworthy flavour notes include exotic fruits (indicated by 39% of respondents), as well as less sweet (30%), sour (27%) and even salty variants (17%),” - admits Honorata Jarocka, Principal Analyst, Mintel.

Taking into account the trends in the confectionery market, communication methods can be adjusted accordingly.

“When thinking about promotional ac-

tivities, it is worth taking advantage of the opportunities related to social media presence, especially in the framework of engaging younger age groups. In Poland, 41% of respondents declare that they have tried sweets that have been advertised in these media, while the percentage of affirmative answers rises to 48% among 16-34 year-olds” - Honorata Jarocka of Mintel points out. So how do you build an offer so that customers find the right sweet both for a special occasion and for themselves on a daily basis? Above all, small and handy sweets should be kept in mind, as well as in larger packaging including boxes of chocolates. Classic and iconic sweets will appeal to consumers who like fixed choices, while new innovative items with unusual additions will delight those who like to experiment and try new solutions and flavours.

The extensive portfolio of attractive packaging and a variety of flavours is sure to satisfy even the most demanding consumers - both those looking for everyday sweets and those for special occasions.

#marketinsight

Summary of 2023 in trade

And the upcoming legislative changes in Poland Renata Juszkiewicz President of the Board of the POHiD

The year 2023 in trade was marked by high inflation, further cost increases in the supply chain and a slowdown in consumption. Rising commodity prices on global markets, above all the price of energy carriers, were a significant driver of inflation. A key challenge for retailers continued to be the high cost of doing business, which companies attempted to tackle through optimising energy efficiency, the ‘green’ solutions implemented in previous years and the use of automation to streamline processes.

Inflation - which remained in double digits for most of the year - significantly weakened consumer purchasing power. Consumers heavily reduced their spending on food and essential products. The pauperisation of society could be observed through the scourge of so-called

poverty-shoplifting. In response to the expectations of Polish families struggling with inflation, companies - as part of their pricing and promotional policies - invested huge resources in various forms of customer support, taking on some of the inflationary pressure.

What will the coming year be like for the retail industry in Poland?

The trade situation in 2024 will be heavily influenced by the new government’s social policies. The extension of zero VAT on food, the retention of the energy shield, the payment of the 800 plus parental benefit and the ‘granny’ benefit, salary increases for teachers and administrative employees, the second valorisation of pensions and the increase in the minimum wage by nearly 20 per cent will potentially have an impact on the growth of real household income, which may provide a boost to private consumption. However, any increase in the minimum wage, on the other hand, results

in higher labour costs and an inflationary wage-price spiral.

Retailers’ actions in the coming year will focus on maintaining customer-friendly pricing strategies and continuing sustainability policies, such as: pursuing climate neutrality goals, increasing the positive impact of business on the environment and community, or further digitalising the sector.

The formation of a new government raises the industry’s hopes for the stability of the legislative environment. In order to carry out its mission of supplying citizens with food and essential products without hindrance, business needs the constancy and predictability of the law. Even the smallest legislative change entails financial decisions at the company level, and let us remember that trade is currently subject to an accumulation of more than 20 fiscal burdens, including trade tax. Key regulations include: trading on Sundays, PPWR, ROP, the deposit system, Late Payment Directives. We look forward to robust consultation with the business side.

69

n i a r g e c i r milk and

r a e b y weet tedd

S

www.vobro.pl

NEW – as a BAR

ISM Cologne 2024: Hall 11.1 Display C028

#marketinsight

Retail Trends: 2023 Recap FMCG in 2023: Navigating through economic challenges and consumer shifts, the industry demonstrates resilience and adaptability, with Poland’s market showing notable growth amidst global upheavals

Konrad Wacławik Head of Retailer Services, NielsenIQ

The beginning of the year is always time to summarise the results and trends that had the greatest impact on the analysed market sector.

Like every year, I could start my summary by saying - it has been a challenging year for the FMCG industry. It will certainly also come as no surprise that the main challenge the industry faced in 2023 was primarily cost increases and the associated price pressure, but this is nothing new for those operating in the retail sector.

Additional challenges that we have often talked about in 2023 - which are often a derivative of rising prices - are the growing number of consumers actively seeking savings and adopting various saving strategies, and the demographic changes in society related to migration, digitalisation and the rising minimum wage. It is also worth noting that the challenges faced by the Polish FMCG market are also challenges in global markets - where both inflationary pressures and demographic changes have had a significant impact on the retail market.

From a global perspective, the FMCG market in 2023 grew by nearly 9% in terms of sales value (analysing the 12 months to the end of September 2023). Market dynamics in Europe also achieved a similar result. In Poland, the FMCG market grew by 11.7% year-onyear in value terms in the last 52 weeks ending 10.12.2023. One can venture the opinion that in the face of all the challenges - this is a positive double-digit market value growth.

Unfortunately, looking at the sales volume in the perspective of the Polish FMCG market in 2023, we are rather talking about stagnation or even a slight decline - especially in Q1 and Q2 (which, in the previous year, saw the outbreak of war in Ukraine and a large migration of citizens from Ukraine to Poland).

72

The year 2023 also saw the continuation of trends already known on the Polish retail market - the strengthening of the position of discount stores, which, taking into account the sum of food, chemical, cosmetic and tobacco products, reached a weight of 38% of the market, recording an increase of over 18% in the value of sales. Supermarkets, drugstore chains and online sales channels also recorded significant sales growth. Taking into account sales from the largest marketplaces - the importance of the online channel in Poland in selected cosmetic categories according to NielsenIQ e.g. body care or facial care - is already close to 15% of the total market. This confirms that the trend, which has been with us for a long time and has been booming since the pandemic, of some sales categories moving to ecommerce, has already reached a significant level.

Despite a drop in inflation in the second half of the year (to 6.5% in November 2023 according to the Central Statistical Office) - Polish consumers have spent this past year perfecting their savings behaviour. Although grocery shopping decidedly did not appear as the first category on which we want to save 56% of shoppers said in the September reading that they plan to save on FMCG products (source NIQ Shopper Trends Pulse 2023).

This effect was visible in various dimensions - some categories such as alcohol - above all in the largest categories, i.e. beer and vodka, recorded declines in volume sales in 2023. Poles bought less alcohol than a year ago (an unprecedented situation in the last decade). Another area undoubtedly influenced by frugal attitudes is the chains’ private labels. The chains’ private brands-which still, in the opinion of shoppers, have the advantage of being cheaper products-recorded a 20% increase in the value of sales for food products (also supported by a slight increase in volume). The trend of increasingly choosing chain brands is also evident in other regions, globally private labels achieved a growth rate of 13% vs 9% of the

Polish consumers have spent this past year perfecting their savings behaviour. entire basket including manufacturer products. Increasingly, we are also seeing dedicated advertising and marketing campaigns targeting specific brands of the chain’s own brands - showing that these brands are often already leaders in their categories. The third common behaviour of shoppers managing their budget was to actively seek out promotions. The share of promotions in the FMCG basket in Poland did not increase compared to the previous year - in the hypermarket and supermarket market, it remained at 33% of value sales made during promotions. However, consumer expectations of promotions are increasing - the importance of an attractive promotional offer is rising in the ranking of factors influencing shop choice.

This forces chains and suppliers to pursue a very targeted and effective promotional and pricing policy, often tailored to the location, shopper or current market need.

We are entering 2024 with optimism, bidding a hopeful farewell to double-digit inflation, looking forward to a more stable and predictable political situation and hoping that consumers will slightly loosen the hitherto restrictive attempts to keep their money in their wallets and be able to shop more often on Sundays (if the promises of the current coalition are fulfilled). What can we expect from trends in the FMCG market?

Taking into account the lessons of the 2007-2010 economic crisis, we can expect learned savings mechanisms to remain with Polish consumers even if their economic situation improves in the coming years. This may give rise to several changes in the market -

Europe FMCG growth FMCG market dynamics % growth vs same period YA

MAT YA MAT TY

Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023

9.0%

3.2%

8.4%

10.9% 2.7%

5.9% -2.7%

-1.8%

3.2%

0.7%

0.2%

-2.0%

-3.0%

Unit Value Growth

3.9%

10.1%

9.1%

9.5%

11.8%

12.8%

10.1% 7.5% 10.8%

7.9%

7.0% -3.1%

-1.8%

-2.6%

Weighted Volume Growth

Source: NielsenIQ RMS MAT Q3 2023 Note: Italy not included in regional growth; Turkey moved to AME region starting from Q1 23 QBN release Note: Regional weighted growth methodology was replaced by standard percentage growth starting from Q1 2023 QBN release

-3.3%

-0.7%

-0.4%

Nominal Value Growth

© 2023 Nielsen Consumer LLC. All Rights Reserved.

© 2023 Nielsen Consumer LLC. All Rights Reserved.

one of which will be a redefinition of price levels and assortment - adjusting the offer to a more polarised society, where an important group of consumers can afford premium products and an equally large group, will look for a more economical offer. The search for promotions and the development of technology has meant that already the vast majority of shoppers are also taking advantage of loyalty or points programmes offered by retail chains. Development in this area will also be an important trend in 2024, bearing in mind the need to control spending and buy products with tailored and attractive offers will also remain with us.

A significant challenge that the FMCG industry will have to deal with in 2024 is also, rightly, the pressure to move towards climate

neutrality. The packaging deposit system introduced is just one element related to the industry’s commitments, which will affect a significant proportion of the FMCG sectors.

Caring for the planet and being in line with the European Green Deal also ties in with the trend towards health and general wellbeing - which will also be an important market driver in the coming years. In the short term, we will observe the impact of regulations banning the sale of energy drinks to minors, while in the long term, products guaranteeing a proactive approach to health or responding to civilisation-related illnesses have growth potential (we can already see specialist Superharm medical centres appearing on the Polish market or promotional campaigns for health-oriented products undertaken by, for example, Amazon).

The development of the FMCG market in 2024 and beyond must also take into account the demographic changes in society.

In 2030, 54% of FMCG spending will be carried out by the 50+ group, which will of course be an active and very aware social group. It will be worth using these remaining few years to develop offers aimed at the ‘silver generation’, and to create technologies and solutions with older consumers in mind. It is also a challenge for HR departments to ensure good employment conditions for people of peri-retirement age - encouraging 60+ people to remain active in the labour market despite the possibility of retirement.

In a brief summary, we can say that despite the many challenges the industry faced in 2023 - in the form of inflation, ongoing wars around the world and our borders, the unstable political situation in Poland related to the elections - the FMCG industry remained stable in terms of volume, recording price-driven growth. Polish consumers tried to save - which translated into volume declines in some categories and growth in other areas - technology, private labels, promotional mechanisms. The next year will see further work on sustainability commitments, work on assortment optimisation, inclusivity of the offer - in the face of a polarising society economically and demographically. Hopefully, in all the challenges, we will be supported by artificial intelligence.

73

#marketinsight

Mintel’s 2024 Global Food & Drink Trends Honorata Jarocka Principal Analyst Mintel

Mintel’s food and drink experts re-examined nearly 10 years of previous Global Food & Drink Trends to pinpoint the enduring themes that are still shaping consumer preferences.

In 2024, expect brands to help consumers live longer and healthier lives, balance their needs for health and pleasure, and unlock new conveniences from technology.

Trust The Process The difference between processed and ultra-processed food (UPF) will be a bigger consideration for health-aware consumers, although the sheer prevalence of UPF means they will more likely moderate intake, rather than eliminate it from their diets.

67% of UK adults agree that highly processed food/drink are fine in moderation in a balanced diet. Meanwhile, 77% of Polish consumers try to avoid ultra-processed foods.

The heightened attention to UPF coincides with the higher cost of living. As a result, consumers are most likely to say they are interested in minimally processed food and drink, but would not pay more for it. Alternatives to UPFs must therefore be affordable for most consumers to buy, highlighting the challenge for ingredients and production processes to be scalable.

Age Reframed Food and drink that supports the healthy ageing process is struggling to fully resonate with Baby Boomers, but in Gen X these products have a more enthusiastic and engaged audience. Compared with Baby Boomers (aged 58-75 in 2023), the next-youngest generation, Gen X (aged 44-58), is more likely to choose food and drink with fortified and functional health boosts.

74

Mintel’s 2024 forecast highlights key trends: moderation in processed foods, Gen X’s lean towards functional eating, technological conveniences in meal planning, and a sustained focus on sustainability amidst a preference for comfort in food choices In Germany, 28% of Gen Xers think of food and drink with fortified ingredients as being natural, versus 19% of Baby Boomers.

In Poland, 82% of Gen Xers believe eating and/or drinking fortified/functional food and drink helps them take care of their health, versus 68% of Baby Boomers. This generational difference will bring new opportunities for innovation that supports healthy ageing.

Eating, Optimized Technology brands will succeed if they deliver value-for-money solutions to make food shopping, meal planning and cooking a more-convenient and enjoyable task for consumers. And the food brands who succeed will be those that quickly adapt to this technology.

COVID-19 and the end of the pandemic have accelerated consumer enthusiasm for scratch-cooking, but the hectic pace of life has intensified their desire to find efficient culinary shortcuts. As more consumers become used to the helpful role that technology is playing in their lives, they will be more interested in, and trusting of, emerging technologies to help them optimise meal planning. Developments in artificial intelligence (AI) and augmented reality (AR) will provide consumers with the practical, time-saving and increasingly affordable tools to help with meal planning and cooking – tasks that may become less stressful and more pleasurable.

In Germany, 56% of adults would like more ideas on how to eat healthily on a budget while in the UK, 67% of respondents are more interested in energy efficiency in the kitchen now compared to before the pandemic.

Climate Changes, Comfort Endures Overwhelmed by the worsening climate crisis, consumers will expect food and drink companies to maintain sustainability efforts, but they will value comfort as the prime selling point. It is imperative now and in the future that the food and drink industry strives to operate sustainably. In France, 66% of adults expect brands to take the lead on addressing environmental issues.

However, for many food and drink consumers around the world, the importance of sustainability as a key purchase motivator has been deprioritised due to the rising cost of living. There is also a particular need to be more transparent with consumers by explaining environmentally responsible initiatives in more tangible, verified ways. In the UK, for example, 59% of adults say a ‘traffic light’style label that consolidates all sustainability information would be helpful.

About Mintel Mintel is the expert in what consumers want and why. As the world’s leading market intelligence agency, our analysis of consumers, markets, new products and competitive landscapes provides a unique perspective on global and local economies. Since 1972, our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.

Our purpose is to help businesses and people grow. To find out how we do that, visit mintel.com.

#marketinsight

From augmented reality to sustainability Five e-commerce trends that defined 2023

Five years after what has proved to be a fundamental transformation of the e-commerce landscape, consumer habits are still changing.

This year, consumers have, on the one hand, increasingly turned to new technologies in their shopping path and, on the other, sought to save money due to the feeling of political and economic uncertainty affecting them.

This also influenced companies that worked to improve their omnichannel strategy and strived to offer affordable and attractive green solutions and, above all, put cyber security at the forefront.

Here are five trends that defined e-commerce in 2023 according to the Think Forward report:

1. Immersive virtual shopping experience The surge in public interest in augmented reality (AR) and virtual reality (VR) in recent years has led to the proliferation of these technologies in these companies in 2023. Brands such as BMW Group, Maison Valentino and IKEA have partnered with technology giants (including Meta, Google and Qualcomm) to improve shopping experiences and pre-sales solutions. Virtual and augmented reality have allowed retailers to provide an even higher level of personalisation. For example, by allowing consumers to see how a potential purchase will look in their space, brands are minimising the sense of risk and reducing operational costs associated with potential returns.

2. Non-gaming brands are getting into streaming The omnichannel boom began to fade in

2023. It has been replaced by a more targeted approach that aims to meet Generation Z online. Hoping to evoke excitement and encourage new discoveries and experiences for customers, brands such as H&M and Shopify have partnered with online game developers and streaming platforms to directly involve shoppers in the brand experience and enhance the sense of enjoyment, thereby driving purchase activity.

3. Cheaper ecology While sustainability continues to significantly influence consumer behaviour, we are increasingly seeing a decline in sustainable consumption. Brands have therefore sought to bridge this gap by encouraging people to be eco and offering green alternatives at affordable prices. For example, the boutique hotel chain The Hoxton has introduced rewards for guests choosing sustainable travel. FutureCard, on the other hand, provided partial refunds to those who used the cards it issued to purchase low-carbon goods and services.

Carrefour, meanwhile, became the first French retailer to be awarded the national title of “brand committed to not wasting food” for its sustainability promotion activities, including, among other things, selling perishable products at a significantly reduced price.

4. Repairing instead of replacing Belt-tightening consumers have fuelled a worldwide trend of repairing and reusing.

Brands such as Nokia, Nike and Zara have joined in, creating tools and services to help extend the life of the products they offer. These solutions have included the use of innovative

technologies such as 3D scanning, but have mostly been part of the increasingly popular DIY (Do it yourself) movement, where customers can repair products themselves. From the companies’ point of view, such activities help build customer loyalty to the brand.

5. Security at the forefront In 2023 alone, global e-commerce losses due to online payment fraud are estimated at $48 billion. As a result, companies have been constantly looking for innovative ways to ensure security and increase customer trust during the purchasing process. The continuous development of digital tools and big data makes merchants more vulnerable to potential attacks. For this reason, they have increasingly turned to trusted financial service providers, such as PayPal, to implement smart solutions to help protect customers’ financial data, payments and purchases1. Security tools such as biometric logins, access keys, encryption as well as machine learning and smart devices have become more commonplace, thus translating into increased shopping security.

In summary, in 2023 consumers have not only become more environmentally conscious but have also paid more attention to price and security when shopping. Retailers who met these expectations, while also designing the shopping path to put the customer and their needs first, were able to stay ahead of the competition and increase loyalty to their own brand.

[1] Source: Business Without Borders: Navigating Modern Payment Trends and Consumer Behaviors.

All information provided is general and does not take into account your goals, financial situation or needs.

75

#marketinsight

Sweet Success: Poland’s Thriving Confectionery Market Przemysław Bojanowski CMR Data Analyst

Cakes, gingerbread, wafers, gum, chocolate, challah, sesame seeds, wine gums, dragees... confectionery is an extensive category in Poland. There are many types available to satisfy a wide variety of tastes. And there are around 150 manufacturers (this is how many companies have achieved a numerical distribution of at least 5%) to this number must of course be added the many small, local manufacturers. And some 10,000 specific products have reached the above distribution level.

This wide choice translates into more than 6,000,000 transactions every day and around 250,000 per hour throughout the year (figures for the total market: small-format shops up to 300 m2, supermarkets, discount shops, hypermarkets). On average, a single transaction contains just over two different packages of sweets, i.e. around 10,000 packages of sweets are sold per minute.

76

The significant number of transactions translates into a high market value of around PLN 20 billion per year. During the first 9 months of 2023, compared to the first 9 months of 2022, the value of the market increased by around 10% (total sales in the following channels: small format shops up to 300 m2, supermarkets, discount shops, hypermarkets). In contrast, the number of transactions fell slightly by 1%.

The five largest market segments are biscuits (value shares of 20%), chocolates (value shares of 13%), pralines (value shares of 12%), chocolate bars (value shares of 9%) and wine gums and marshmallows (value shares of 6%). However, in the first 11 months of the current year, the value shares of pralines declined and the other categories mentioned above were stable or increased.

On the other hand, functional bars + 70%, flavoured jellies + 29% and chewing gums + 9% all recorded increases in value.

According to CMR, the largest market value is attributable to discounters 46%. A third goes to small format shops up to 300

m2, 15% to supermarkets and around 7% to hypermarkets. Each of these sales channels is characterised by different conditions.

In the channel comprising the smallest shops up to 300 m2, impulse sweets are more important. In supermarkets, on the other hand, biscuits are the number one confectionery product in terms of transaction volume, with one out of every five packages sold being biscuits.

The width of the shelf also varies. In small-format shops, the consumer has a choice of around 220 variants of sweets, and this has increased by up to 6 variants over the last year. The largest choice concerns biscuits (54 variants), chocolate bars (24 variants) and chocolates (27 variants). In supermarkets, the consumer will find around 630 variants. The largest number of biscuits is more than 150, chocolates around 85 and pralines around 60. The widest choice is in the largest shop format, i.e. hypermarkets: by far more than 1,000 products. As in the previous channels, the number one category in terms of the number of variants is biscuits: around 220 variants, followed by chocolates 160 and pralines 130.

#tradefairs

ISM – International Sweets Trade Fair Kaja Wołoszyn Junior Project Manager PPH Maxpol

Seasonal products are a particular focus of the offerings and make the ISM confectionery fair in Cologne an overview of trends around the world. The range of sweets is vast and varied, so there is something for everyone. ISM is a trade fair that takes place in various locations around the world, three times a year. The most recent, last year’s edition of the fair took place in Dubai – ISM Middle East – and in Tokyo. The opportunities this event offers are many. Exhibitors present their products and can also join the “new product showcase” section. In the upcoming edition, products will be presented in Hall 5.2. The

ISM is the world’s largest and leading trade fair event focusing on the confectionery and snacks industry. It is a meeting place not only for professionals and traders but also for non-food professionals, potential consumers. aim is to gather information on new products and proposals for new trends. The organisers themselves are also not forgetting about startups that can showcase for the first time.

More than 1,280 exhibitors from 71 countries participated in last year’s fair, 88% of which were foreign exhibitors. More than 25,000 trade visitors from 135 countries visited the fair. The share of foreign visitors was 72%. Polish companies were also present: Dr Gerard, Aksam, Mieszko, Dijo, RC Foods, ZPC Otmuchów, Rarytas and Mokate, among others. These companies were exhibited through PPH MAXPOL.

“I can say with certainty that the event fully lives up to its promise as a platform for innovation and trends in the “confectionery and snacks” sector and is the right platform for making new contacts. As a company with more than 30 years of experience, we comprehensively organise the trade fair trip for both exhibitors and visitors. We design and build exhibition stands and provide transport of exhibits” assures Kaja Woloszyn, Junior Project Manager at PPH MAXPOL. We cordially invite you to our stand at the ISM fair in Cologne: HALL 11.1. STAND D-034.

INTERNATIONAL TRADE FAIRS IN MARCH & APRIL 2024 FOODEX JAPAN

Japan

Tokyo

05-08.03

EXPO ANTAD

Mexico

Guadalajara

07-09.03

OOD EXPO GREECE

Greece

Athens

09-11.03

PROWEIN

Germany

Dusseldorf

10-12.03

NATURAL PRODUCTS EXPO WEST

USA

Anaheim

12-16.03

ALIMENTARIA

Spain

Barcelona

18-21.03

IFE

United Kingdom

London

25-27.03

ANUGA SELECT BRAZIL

Brazil

Sao Paulo

09-11.04

ANUGA SELECT JAPAN

Japan

Tokyo

10-12.04

ISM JAPAN

Japan

Tokyo

10-12.04

NATURAL & ORGANIC PRODUCTS EUROPE

United Kingdom

London

14-15.04

77

#Polishcompanies

snacks

confectionery

FMCG

Aksam Sp. z o.o. Sp. k.

Bogutti Sp. z o.o.

Colian Sp. z o.o.

70 Karolina Street, 32-608 Osiek, Poland +48 33 842 97 05 export@aksam.pl aksam.pl

48 Gromadzka Street 05-504 Henryków-Urocze, Poland Export Department: export@bogutti.com +48 603 956 466, +48 601 704 404, +48 783 956 466 Internal Sales Dep.: zamowienia@bogutti.com bogutti.com

Aksam is a Polish, family-owned company with more than 30 years of experi-

Colian is a Polish family company that brings together strong and well-known brands. For years it has been passionately creating and delivering to the farthest parts of the world the highest quality food products: sweets, spices, beverages, dried

ence in the production of snacks. They

fruit nuts and ice cream. Colian products

started their business with the produc-

Bogutti is a family company from Po-

tion of “Beskidzkie Paluszki” - salty baked

land which specialises in manufacturing

quality, original recipes and unique solu-

sticks. Over the years, Aksam has expand-

high-quality cookies and fudges. The com-

tions. Customers can choose from delicious

ed its portfolio to include other products,

pany is thriving and expanding into new

chocolates, chocolate products, candies,

such as pretzels and crackers, and has

markets on many continents.

pralines, impulse wafers, family wafers,

are praised for their excellent taste, high

Our sales focus on export, which makes

cookies, dried fruit and nuts in choco-

up for 60% of the sales’ value. Bogutti

late, jellies, jelly beans, beverages, spices,

In 2015, the company decided to add

owns brands: La Gustosa, Weeksy, Tweett,

herbs, dried fruit and nuts and ice cream.

some sweet twist to a typically salty snack

Choco Gutti, ChocoFit, Cookies in Ameri-

Colian’s sweet portfolio is built by strong

and introduced new products - Soleo

can Style, Next, Free. It is also the signifi-

Polish brands: Goplana, Grześki, Jeżyki,

Sweet sticks and pretzels.

cant supplier for retail chains, both in Po-

Mella, Śliwka Nałęczowska, Solidarność,

In 2023, Aksam exports its products to

land and abroad. The products are valued

Jutrzenka, Familijne, AKUKU! and iconic in

more than 30 countries on every continent

for their quality, impecable flavours and

the UK and Irish markets: Elizabeth Shaw,

and continues to seek new destinations.

also for being kosher and halal.

Famous Names and Lily O’Brien’s.

been strengthening its position on the Polish salty snacks market year after year.

78

1 Zdrojowa Street, 62-860 Opatówek, Poland export@colian.com colian.com

#Polishcompanies

meat

distributor

retail

Cedrob Foods

PPH EWA BIS Sp. z o.o.

Liebherr Hausgeräte Lienz GmbH

Opolska 22 40-084 Katowice, Poland Export Director: +48 784 639 222 owczarek.hubert@duda.pl biuro@silesia.eu cedrobfoods.eu

25 Serwituty Street 02-233 Warsaw, Poland +48 22 343 98 70 sales@ewabis.com.pl ewabis.com.pl

foodretail.lwl@liebherr.com home.liebherr.com The Liebherr Group was established in 1949 by Hans Liebherr. With a history spanning more than 70 years, the family-run

EWA-BIS is a supplier of FRESH FRUITS

company is characterised by stability and

Since 2017, our company has been part

and VEGETABLES. The company has over

reliability. Liebherr is one of the biggest

of the undisputed Polish leader in the meat

36 years of experience in international

manufacturers of construction equipment

industry, the Cedrob Group. Our area of

business. We sell in Poland and all over EU,

and is also successful in many other indus-

activity perfectly fits the policy of the en-

in the Eastern European market as well as

tries. The Group has a decentralized organ-

tire group: Controlled Supply Chain at its

overseas to Africa, Asia and North America.

isation with more than 50,000 employees

penultimate link, processing.

We know that the Client’s time is of the es-

worldwide and is divided into independent-

Inspired by Taste. Drawing on this

sence, therefore we do our best to be quick

ly operating business units.

motto, we work to rid our customers and

and efficient when it comes to handling and

The Group now encompasses 13 prod-

business partners of any doubt when

responding to the needs of our Clients at

uct segments – earthmoving machinery,

selecting cold cuts produced at our fa-

FAIR PRICE. We know what the power of

material handling technology, deep founda-

cilities. Our rich assortment appeals to

quality is and our work is all about deliv-

tion machines, mining, mobile and crawler

various tastes: from aficionados of classic

ering high-quality fruit and vegetables. We

cranes, tower cranes, concrete technology,

smoked meat to connoisseurs of tradi-

care about FOOD SAFETY, which is why we

maritime cranes, aerospace and transpor-

tional Polish sausages, pâtés, or galan-

implemented IFS standards and majority of

tation systems, gear technology and auto-

tines. Our portfolio includes ready-made

our producers hold GlobalGAP certifcates

mation systems, refrigerators and freezers,

poultry Cedrob product.

and Integrated Production Certifcates.

components, and hotels.

79

#Polishcompanies

distributor

fair organizer

dairy

MASTERMEDIA Cioczek i Wójciak Sp. J.

PPH Maxpol Sp. z o.o.

Dairy Cooperative MLEKPOL in Grajewo

Correspondence address: 18 Tokarska Street, 20-210 Lublin, Poland export@mastermediafood.com mastermediafood.com

251 Rolnicza Street Dziekanów Leśny 05-092 Łomianki, Poland maxpol@maxpol-targi.com.pl maxpol-targi.com.pl

Established in 2006, Mastermedia has become one of Poland’s leading exporters of

13 Elewatorska Street 19-203 Grajewo, Poland Export Department: +48 86 273 04 44 +48 86 273 04 80 export@mlekpol.com.pl mlekpol.com.pl

food products. Our team, consisting of 800 dedicated professionals, is committed to delivering high-quality food items directly from Poland and Europe to a diverse range of customers. Ensuring seamless transportation, we deliver food products by land, sea, and air. We work on our own stock, supported by highbay warehouses and transshipment facilities.

Diversifying our distribution offer, we present an extensive selection of around 12,000 items. Collaborating with over 350 suppliers, we guarantee access to wide array of food products such as cold cuts, meat, dairy products, fats, vegetables, fruits, healthy foods, ready meals, dry products, juices, drinks, confectionery, children’s products, cosmetics, and cleaning supplies.

80

Dairy Cooperative MLEKPOL in GraMaxpol is a company with 30 years of experience in the exhibition industry.

Throughout this period, several thousand exhibitors took part in the trade fairs organized by Maxpol. The company organizes fairs in Europe, Asia, North America, South America, Africa and even Australia. Maxpol designs and builds standard and custom stands, provides transport of display units, comprehensive logistic services for fair participants and technical support during the fair. The company holds the title Ambassador of Polish Food Export.

jewo is one of the biggest milk and dairy producers in Poland. It has been a leader on domestic dairy market for years and it is one of twenty largest dairy processors in Europe. In 2021 Mlekpol reached 2 billion liters per year in milk purchase. This equals to over 5,5 milion liters of milk per day supplied by around 8500 farmers - members of the Cooperative. Its main product categories are UHT products, cheese, butter, milk and whey powders. Mlekpol’s products are made in 14 modern production plants. They are known by, among others, European, African and Asian countries. Mlekpol’s export sales are growing systematically each year.

#Polishcompanies

FMCG

drinks

FMCG

MOKATE Group

OSHEE™ Polska Sp. z o.o.

Pilot International

265A Katowicka Street 43-450 Ustroń, Poland +48 32 434 97 00 export@mokate.com.pl mokate.com

3 Maja 9 Ave. 30-062 Kraków, Poland + 48 508 621 862 oshee.eu

5 Staniewicka Street, 03-310 Warsaw, Poland puh-pilot.com

The MOKATE Group is a family business established in 1900 and is comprised

Pilot International is the wholesale company with over 20 years of experien-

OSHEE is a world of active people, who

ce, which is invariably striving to grow vast

do sports professionally or as a hobby, as

selection of offered high-quality products

well as all those who like following current

and provide additional services. It specia-

trends in life.

lizes in importing and exporting goods to the farthest corners of the world.

of several companies operating in Poland,

OSHEE is a leader in functional drinks in

Czech Republic, United Kingdom, Slovakia,

Poland. It inspires, motivates to act, exercise,

The company expands offer every day.

Hungary, South Africa and Dubai which

and lead a healthy lifestyle. It focuses on a

It consists of branded food and non-food

export their products to nearly all the co-

great product that meets the expectations of

products, including: Mars, Snickers, Twix,

untries in the world.

even the most demanding clients.

Nutella, Raffaello, M&M’s, Orbit, Lotus,

The company has three production

OSHEE is one of the most recognizable

Oreo, Happy Hippo, Kinder Bueno, Ritter

plants, in Ustroń (Poland), Żory (Poland)

brand not only in Poland, but also world-

Sport, Davidoff, Illy, Kinder JOY, Kinder

and Votice (Czech Republic). The turnover

wide. Our products are available in over 55

Country, Milka, Bonibon, Chupa Chups,

of Mokate is now over one Billion zloty per

foreign markets.

Bubblicious, Jelibon, Lipton, Nescafe, Ja-

annum, with 60% of sales now originating

OSHEE focuses on products that meet

cobs, Hanuta, Pringles, Coca Cola, Fanta,

in export markets. The company employs

the expectations of even the most demand-

Mirinda, Dr Peeper, Maggi, Schweppes,

1700 people all over the world.

ing clients. These are products that not only

Monster, Elmex, Colgate, Ajax, Coccolino,

The leading brands in the MOKATE port-

provide certain functions, but most of all they

Calgon, Domestos, Lenor, Finish, Tampax,

folio are: Mokate, Marilla, NY Coffee, Loyd,

raise emotions. They stimulate consumers to

Pampers, Always, Bref, Clipper, Fairy, Lego

Minutka, Alpino and Grandma`s Tea.

take on sport and everyday challenges.

and many other.

81

#Polishcompanies

82

seasonings

meat

logistics

Prymat Sp. z o.o.

Sokołów S.A.

P.P.H.U. TRANSAD Sebastian Romaniak

14 Chlebowa Street 44-337 Jastrzebie-Zdrój, Poland +48 32 47 33 833 export@prymat.pl prymat.pl

22B Bukowinska Street 02-703 Warsaw, Poland +48 22 521 33 00 fax +48 22 521 33 33 export@sokolow.pl sokolow.pl

27 Krakowska Avenue Kopana 05-555, Tarczyn +48 668 881 182 kuba@transad.pl transport@transad.pl transad.pl

SOKOLOW S.A. is one of the largest meat

The TRANSAD company was estab-

Prymat Company is the leading produc-

producers in Central and Eastern Europe and

lished in 2006, and since then it has been

er of spices in Poland, supplying products

one of the industry leaders in Poland. The

taking care to meet the requirements of

of the highest quality, and the quantity and

SOKOLÓW brand is one of the most valuable

customers. Thanks to the experience the

quality leader in the single spice and spice

Polish brands, appreciated by consumers,

company gained over the years in the TSL

mix segments, as well as the quantity leader

which is confirmed by numerous awards

industry and is focusing on high quality and

in the overall powdered spice market in Po-

and distinctions. The Group consists of 8

professionalism. For many years it has been

land, defined as seasonings, single spices

production plants as well as 4 subsidiaries.

working on effects that are visible now. The

and spice mixes. Prymat Company is also a

We produce the highest quality meat, pro-

company is able to adapt to almost every

producer of vegetables and fruit preserves.

cessed meat products as well as plant based

customer by offering the highest quality

Prymat has been continuously investing

products. We offer certified halal production

of services and an individual approach. It

in their plants, machine park, and new tech-

of beef meat and processed beef products.

makes sure that the fleet is always modern

nologies and solutions in order to offer prod-

Production is carried out in accordance with

and meets the highest standards. It is con-

ucts which meet the highest standards. We

the requirements of recognized interna-

stantly supplemented with various types of

care about the quality of our products so we

tional standards IFS and BRC. All plants are

vehicles. TRANSAD offers each client re-

work according to recognised quality stan-

ISO14001 certified. We export our products

frigerated transport at the highest level, ad-

dards – IFS, BRC, ISO 9001 and ISO 14001.

to around 40 countries.

justing the type to individual requirements.

#Polishcompanies

confectionery

confectionery

meat

Vobro Sp. z o.o. Sp.K.

WAWEL S.A.

Wielkopolski Indyk Sp. z o.o.

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

14 Władysława Warneńczyka Street 30-520 Cracow, Poland +48 66 922 23 56 export@wawel.com.pl wawel.com.pl

VOBRO was established in 1986. The company employs over 400 people, most of them are long-term employees who present vast experience and have been associated with the production of sweets form many years.

The VOBRO company is known preliminary for its production of chocolate sweets - including chocolate pralines. FRUTTI DI MARE (seafood-shaped pralines), as well as CHERRY PASSION and LOVE & CHERRY (cherry pralines in chocolate) brands are products known to chocolate praline consumers in markets around the world. A large part of the company`s products are chocolate candies and chocolate bars – including the very popular TRUFLA and JAMAJKA brands. For several years, the company has also been investing in other types of sweets: jellies, including new brand JELLY DOT and different formats of bars. The VOBRO brand is a leader in many markets in term of the occasional products offer, i.e. products bought by consumers as calendar occassions (Valentine`s Day, Mother`s Day, Christmas, etc.).

Bolesławiec 12A 62-050 Mosina, Poland +48 61 893 03 04 sekretariat@wielkopolski-indyk.pl www.wielkopolski-indyk.pl

WAWEL SA is one of the most renowned

Wielkopolski Indyk is a unique expert

Polish confectionery producers. It offers a

in the market of turkey meat. High quality

wide portfolio of chocolate tablets, choco-

meat means high quality products.

late bars and pralines, candies, caramels

Since 56 years the company has been

and fruity jellies. Wawel owes its success

benefiting from the tradition, while main-

to over a century of experience along with

taining the craft nature of products and

continuous development and a modern pro-

modern technology. Wielkopolski Indyk is

duction process. Permanent care for high

a company integrated in a chain from farm

quality and global standards resulted in

to fork. The company grows high quality

exceptional growth and development. To-

plants, owns feed-mill, turkey farms, slau-

day Wawel’s products are available in about

ghterhouse and modern processing plant

60 countries worldwide and the number of

specialising in: sliced cold cuts, convenien-

loyal customers is constantly growing.

ce, sausages, long-ripening, sous-vide.

The quality of products has been appreciated by: HACCP, BRC, IFS as well as HALAL certificate.

83

#discoverPolishproducts

Jelibon Sour Patch Kids 140g

Milka Bonibon 3x24,3g

Sour Patch Kids are well-known and beloved sweets

Coming fresh from the producer

in USA since 70’s and now

of famous purple wrapped cho-

we are happy to have them

colates, Milka Bonibon is a perfect

in our offer! Those little hu-

dose of sweetness. Each tube is full

man shaped jellies are per-

of colorful chocolates, which can

fect mix of sweet and sour.

satisfy everyone, that needs just a

Don’t forget to try them and

little bit of sugar.

other available variant – wa-

www.PUH-PILOT.com

termelon. www.PUH-PILOT.com

Coolky crispy treats OCoolky are sphere shaped

Alibi Wafer

crispy treats that provide anyone who tastes them with

A delicious chocolate-covered wafer layered with cocoa cream is a touch of sweetness - an innocent weakness that makes us smile more often and lifts our mood in the grind of everyday life.

a multi-sensory experience.

Their secret hides in a crunchy wafer filled with a light

Alibi wafers are with us every day, creating a unique opportunity

biscuit flavoured cream. The

to indulge ourselves anytime, anywhere. GET YOUR ALIBI. www.COLIAN.com

heart of each praline consists of a soft caramel centre.

They are covered with real chocolate and sprinkled with toasted sugar-coated nuts.

They are available in both sharing and impulse formats, in both milk and dark chocolate. www.COLIAN.com

SOLEO SWEET SNACKS

SOLEO SALTY SNACKS

Soleo Salty Snacks are baked products that will appeal to everyone. All made with top quality ingredients, our snacks are available in the form of sticks, pretzels and a tube combining both the products.

All snacks listed are vegetarian friendly, which is confirmed by the European V-Label Vegetarian certificate. They do not contain monosodium glutamate. www.AKSAM.pl

84

Soleo sweet snacks are traditional baked snacks with a sweet twist. Sticks and pretzels are coated with a variety of toppings that will appeal to everyone. They are ideal for school, work or home relaxation. The doughy taste of the baked snack will take you back to the past and youthful years.

They are the perfect compromise between a snack and a sweet dessert for any gourmet. www.AKSAM.pl

#discoverPolishproducts

Fingers Biscuits with crunchy bite.

Vanillia & dark cho-

Wafer rolls with chocolate

colate •

cream

High-quality ingredients

•

Net weight: 100 g (3.53 oz)

Salted caramel •

• •

Crunchy wafer Soft cream

• •

High-quality cream Net weight: 120 g

Wafer rolls with vanillia

High-quality in-

cream

gredients •

Let’s Rolls

Net weight: 100 g (3.53 oz)

www.BOGUTTI.com

• •

Crunchy wafer Soft cream

• •

High-quality cream Net weight: 120 g

www.BOGUTTI.com

CHERRY LIQUEUR CHOCOLATES

Chocolates filled with Wawel flavor inspired by Polish liqueur. The new chocolate has been filled to the brim with delicious cherry cream with a subtle alcoholic note, complemented by Wawel’s bitter chocolate, which covered the entire chocolate.

The chocolates are enclosed in an elegant box of deep red color with noble decorations. www.WAWEL.pl

LEMON LIQUEUR

Chocolates filled, inspired by the taste of lemon liqueur. The center of the chocolate has been filled with a slightly sour lemon flavor with a delicate note of alcohol, while the top of the chocolate has been coated with Wawel chocolate. The chocolates are enclosed in an elegant triangular box in intense yellow color. www.WAWEL.pl

HEART TINS

Beautiful candy boxes in the shape of a heart tin inspired by the

VEGE NOW 90 g bar

noble shape of diamonds. Available in two

delicate taste to hazelnut paste. Made only from plant-based

chocolates filled with Choco with an intensely creamy chocolate

Milk-flavored bar for vegans that owes its velvety structure and ingredients, without artificial colors and flavors. Labeled with the V-Label certificate, awarded to vegan and vegetarian goods and services. www.WAWEL.pl

sizes - large 110 g

and small 55 g. Inside, there are delicious

interior, coated with exquisite Wawel chocolate. The heart tin is available in the color of deep red and distinctive gold. It’s the perfect idea for a gift that will delight and remain long in the heart of a loved one. www.WAWEL.pl

85

#discoverPolishproducts

Mokate Gold Premium Latte Caramel

Presenting Mokate Gold Premium Latte Caramel - a perfectly prepared blend with a distinct latte

NY Coffee 3 in 1 Coffee drink 10-sachets

Enjoy NY Coffee 3in1 for a tasty coffee treat. Each box has 10 sachets, making it easy to have a delicious cup anywhere. It’s a simple mix of coffee, creamer,

caramel flavour. You will enjoy a deli-

and a bit of sweetness. Perfect for

cious combination of the finest coffee,

busy folks at home or on the move.

a hint of caramel sweetness and a

Upgrade your coffee game with

velvety texture that defines perfec-

NY Coffee 3in1 – it’s easy, it’s tasty!

tion. Elevate your daily drinking ritual

Elevate your coffee break with NY

with Mokate Gold Premium - where

Coffee 3in1– where great taste and

passion meets the delightful taste of

ease come together in every sin-

latte caramel. www.MOKATE.com

gle sachet. A delicious sip awaits with just a simple mix, making your coffee ritual effortlessly satisfying. www.MOKATE.com

ISOTONICS

VITAMIN WATERS

human body loses not only water, but also

of dietary supplements. Water enriched

other elements that are crucial to its health,

with natural aromas is a product dedi-

i.e. vitamins, carbohydrates and electroly-

cated for those who put healthy and

tes such as sodium and potassium. fessional, specially designed formulas -

active lifestyle first.

It is a unique composition of vitamins as well as micro- and macro-elements

thanks to electrolytes and vitamins (B3, B5,

that are necessary for the proper

B6, B7, E), OSHEE isotonic drinks replenish

functioning of the organism. It does

deficiencies, provide optimal hydration of

not contain preservatives or artificial

the organism and an instant energy boost.

colouring agents. www.OSHEE.eu

During an intensive physical effort, the

OSHEE isotonic drinks are most of all pro-

www.OSHEE.eu

Action Area Rack

It is an answer to the fast growing trend

Would you like to present more goods in the same space?

The action area rack from Liebherr makes this possible. This extremely stable accessory part with a high load bearing capacity allows you to arrange our fridges and freezers over each other in any combination you like. This means 65% more capacity without requiring a millimetre more of additional space. This allows you to offer significantly more products at the customers’ eye level where they can’t be overlooked. www.HOME.LIEBHERR.com

86

#discoverPolishproducts

PINKI Strawberry

Cream and Strawberry Mean PINKI. Vobro PINKI Strawberry offers you a new dessert flavor. A mix of delicate cream and strawberries is enveloped in a crunchy and sweet pink strawberry cream coating. The classic composition of the candy unmistakably evokes the unforgettable flavors of our childhood. Try the pink dessert, our excellent Pinki.

GRYZZZLI Twins bar 32g

Vobro GRYZZZLI pralines have taken the form of adorable bear cubs, impossible to pass by indifferently. Gryzzzli are teddy bears full of sweetness you will always wish to have close at hand. Product contains milk cream and crunchy grains of rice filling and is covered by milk chocolate coating.

GRYZZZLI is now available in bar format with two pralines inside - called GRYZZZLI Twins. www.VOBRO.pl

www.VOBRO.pl

Kucharek universal seasoning Kucharek universal seasoning

is composed of various dried vegetables and spices mixed together in ideal proportions.

Carrot, onion, leek, parsley, garlic and sweet pepper give it a special and desired taste and their pleasant aroma helps to gather all the family members for a common meal. Kucharek seasoning enriches the flavour of soups, meat and fish dishes, sauces and salads. www.PRYMAT.pl

Kucharek chicken bouillon

Kucharek chicken bouillon can be used as a base for any soup, various sauces, stew or roast. Carefully selected vegetables, such as carrots, parsley, celery and onions will add flavour and aroma to every soup, sauce or meat. Before cooking, cubes must be dissolved in ½ liter of boiling water. Kucharek bouillons are of the highest quality and are Halal certified. www.PRYMAT.pl

Cliff

The fully glazed full glass door freezer “Cliff” is multi talented and impresses with maximum presentation area and minimal footprint. The self-closing door ensures the highest level of convenience for employees and customers and keeps the loss of cold air to a minimum. The flexible plug-in solution is available as a 2-door version (1.56 meters) and a 3-door version (2.34 meters) and can be optimally configured for your individual sales area. www.HOME.LIEBHERR.com

87

#discoverPolishproducts

Mozzarella cheese block

Whey protein concentrate (WPC) powder 80

mild and delicate flavour. It is per-

ration of the whey protein from the pasteurized liquid whey in the

fect for baking and, which is distinctive

ultrafiltration process so that the finished product contains at least

Whey protein concentrate 80 is a product obtained by the sepa-

Mozzarella is a cheese with a

for it, after melting it becomes flexible and very

80% protein. It can be used as a food additi-

stretchy, which makes it the most popular choice for ma-

ve and is a source of nutritional protein for

king pizza. In combination with tomato sauce and basil leaves, it

supplementation. WPC 80 is widely applied

creates the classic taste of a timeless margherita, but it also builds a delicious composition with other ingredients. Mozzarella can

in diet foods and in sport nutrition products.

It can also be a substitute for eggs in many

be used in many dishes, such as casseroles, lasagne and pasta.

products. WPC 80 is used in the production

Mozzarella from Mlekpol provides a unique Italian taste, because

of bread, baked goods, soups, creams, sauce

the product is made of the highest quality Polish milk from cows

premixes and in many types of meat. What is

grazed in the cleanest regions of Poland. It is also an excellent

more, it is unflavoured and can be given any

source of calcium, valuable vitamins and minerals.

flavour or aroma. www.MLEKPOL.com.pl

www.MLEKPOL.com.pl

Chicken and turkey meat products

Re-pasteurized wieners

Quality of breaded and tempura products prepared by our company

At the customer’s request, we re-pasteurize already packaged VAC products. This technology gives us longer shelf life. www.WIELKOPOLSKI-INDYK.pl

have been appreciated on European tables.

Our dishes are tasty, crispy and easy to prepare. For freezing we use IQF technology, where we freeze each products seperately and ensure the highest quality of the products. www.WIELKOPOLSKI-INDYK.pl

KABANOSY

Kabanos sausages are delicious products, which can be taken to every place: on a trip, on a journey, to work or to school.

They are also perfect for meetings and parties of different kinds.

Kabanos are prepared from top quality meats, rich in proteins and nutritional values. They do not require refrigeration, and comfortable, small packages do not take up much space. Sokołów kabanos sausages are a perfect snack. Their range is so great that everyone will find something for themselves. www.SOKOLOW.pl

88

Cordon Bleu

Ease of preparation, convenience and time are the most important determinants of the popularity of convenience food. One of the most-chosen products from our ready-meals offer is Cordob Bleu - a delicate cutlet with ham and cheese. The meat used for its production comes from Polish chicken farms, controlled at every stage - “from farm to fork”. Thanks to the full control of the raw material, we can offer the highest quality product that can be quickly and easily prepared for a family dinner. It is enough to heat it in a pan or in the oven. www.CEDROBFOODS.eu

#discoverPolishproducts

FMCG Products – Big Brands

EWA-BIS BRANDS operates globally in the FMCG bussines.

In our portfolio you can find the most respected global brands such as: Procter & Gamble, Henkel, Unilever, Adidas, Mars, Mondelēz International, Nestlé, Ferrero, Red Bull, Monster, Coca Cola and many others.

We try to reach out to our customers every day, offering them brands, which are recognized around the world, regardless of the place in which they are located.

We cooperate with large retail chains, distributors, as well as intermediaries. Very much of our attention is focused on reliable service, which is why we provide labelling, repackaging, mixing pallets, cargo manual and trucks. Due to the growing demand for dairy products in Asia, the Mid-dle East and Africa, Poland has significantly increased exports in recent years and today is recognized as global exporter of dairy products. The dairy export department of Ewa Bis is a team of experi-enced traders supported by a specialized logistics depart-ment. Thanks to our knowledge and willingness to develop, we reach every continent with dairy products (powders, fats, cheeses, UHT Milk). www.EWABIS.com.pl

Polski Dwór

Polski Dwór (eng: Polish Manor) relies on carefully selected products that will satisfy even the most demanding customers. The noble taste is the result of the experience of Polish producers and constant control and supervision of the production process. Polski Dwór is a guarantee of quality and repeatability of taste. The offer includes sausages, smoked meats, roasted meats.

Polski Dwór is a brand of cold meats created by Mastermedia company (mastermediafood.com). www.POLSKIDWOR.com

TRANSPORT SHIPPING LOGISTICS

The TRANSAD company was established in 2006 and offers highest quality of transportation services, such as: refrigerated transportation, adjusting the type of semi-trailers to his individual requirements and FMCG goods shipping.

The fleet is always modern and meets the highest standards. It is constantly supplemented with various types of vehicles & semi-trailers so as to always be fully flexible and self-sufficient in the implementation of the tasks entrusted to the company. www.TRANSAD.pl

90

ENJOY OUR BEST SELECTION

OR FIND US ON www.sokolow.pl