GLOBAL SUCCESS OF POLISH CUISINE: QUALITY, TRADITION, AND AUTHENTICITY
Polish food has become a beloved staple worldwide, celebrated for its exceptional quality, rich flavors, and deep-rooted traditions. From hearty pierogi to flavorful kabanosy, Poland’s culinary exports are winning the hearts of consumers across the globe. The secret to this success lies in Poland’s commitment to natural ingredients, traditional methods, and strict quality controls that ensure only the finest products reach international markets. Polish farmers and producers, known for their craftsmanship, adhere to rigorous standards that guarantee both taste and safety. Whether it’s sausages, dairy products, or pickled vegetables, the authenticity and purity of Polish foods are what make them stand out in an increasingly crowded global market. The growing demand for
wholesome, organic, and naturally-produced food perfectly aligns with what Poland offers.
With a strong foothold in Europe, Polish food has also gained popularity in North America, the Middle East, and Asia, where products like smoked meats and bakery goods are cherished by both nostalgic expatriates and new consumers alike. As the global appetite for diverse, high-quality food continues to grow, Polish food exports are well-positioned for even greater success.
Ultimately, Polish food is more than just nourishment – it’s a reflection of a rich culinary heritage, offering a taste of tradition, craftsmanship, and authenticity to tables around the world.
INTERVIEWS
10 Renata Nowak, Chief Technologist at Cedrob Foods S.A.
30 Małgorzata Cebelińska, Vice President of SM Mlekpol
34 Karol Pilaciński, Export Director, Bogutti
38 Damian Pszonak, Export Director, Mastermedia
42 Beata Fabia-Hołda – Co-founder and Owner of the Adalbert’s Tea brand
54 Rafał Serek, Export Director at INDYKPOL S.A.
60 Dariusz Goszczyński, President of the Management Board of the National Poultry Council – Chamber of Commerce
64 Anna Kalita, Marketing Director, Co-owner of GFS Poland
68 Magdalena Łysoń, Vice President of the Management Board, Eurowafel
76 Tomasz Banaszkiewicz, CEO, Browar Błonie
82 Trends Shaping the Egg Industry in 2024
MARKET INSIGHT
18 Economic situation on the food market in Poland and worldwide
86 Poland’s Agricultural and Food Product Export Performance in 2023
93 ‚Powered by plants’ remains an important innovation theme
FOOD SECTOR
26 MOKATE – FMCG Leader Blending Family Values with Global Success
46 Healthy Eating Trend Intensifies
58 Green marketing versus greenwashing
70 The alcohol market in Poland
79 Are plant-based products winning the hearts of Poles?
80 Polish franchise trade in a period of change
COMMENTARY
14 The Future of Poultry: Challenges and Opportunities
15 Polish Egg Producers at Risk
15 Is the chocolate industry in danger of collapse?
Renata Nowak, Chief Technologist at Cedrob Foods S.A.
Fast food defined as... healthy
The High Protein line is a new category of ready meals and sausage products of your main brand Duda. Where did you get the idea to introduce high protein products to the market?
For some time now, we have seen the growing popularity of products with a high protein content in various categories, mainly in dairy, but also for athletes, which inspired us. When we started the project, we initially focused on convenience foods, widely represented on shop shelves.
Our poultry-based ready meals were to have increased nutritional value and, in addition, meet the requirements for functional foods (identified in the EU market on the basis of nutrition claims). In addition, we assumed that they would be so-called ‘clean label’ products, i.e. without added preservatives, flavour enhancers, colouring, phosphates and other such ingredients. We wanted to combine poultry meat, positively perceived by consumers as tender and low in fat, with vegetables, in unprecedented proportions, and obtain functional products. In addition to their high protein content, they were to have health-promoting properties thanks to their vitamin and mineral content. Most importantly, we assumed that all nutrients would come exclusively from natural sources.
You mention natural sources of ingredients. What does this actually mean for a food manufacturer?
The ingredients come exclusively from poultry meat and from vegetables, with no additional enrichment of the food through fortification. There are a lot of products on the market that are enriched with various additives, e.g. vitamins, as well as minerals, whether they occur naturally in the product or not, e.g. vegetable margarines enriched with vitamins A and D as butter substitutes, or vegetable drinks enriched with calcium as milk substitutes. The law defines exactly what can be added to food. Enrichment with nutrients, minerals or vitamins is also used to make up for losses in technological processes. In every technological process, one has to reckon with the loss of certain ingredients, especially those sensitive to heat treatment. We set ourselves the task of selecting the proportions of meat and vegetables and developing the production technology in such a way as to retain, as much as possible, the nutrients naturally present in them and to obtain nutritionally valuable products. At the same time, our goal was a visually appealing product for consumers and a tasty product that they would return to the shop for. The innovative technological process we used made it possible to combine white meat and plants, while reta-
ining the beneficial nutrients from these two groups of raw materials to a high degree. Duda High Protein ready meals can be heated up and eaten quickly, making them ideal for people with active lifestyles and no time to cook. In addition, they are available in a variety of flavours and variants, allowing you to choose the right meal depending on your taste preferences and nutrient requirements.
How have you managed to maintain high nutrient levels? In industrial food processing, this is hardly an easy process?
We have pursued it through various methods, including using technology, techniques and equipment that allow the process to be carried out precisely. Above all, we wanted to reduce the duration of exposure to high temperatures, which adversely affect ingredients such as vitamins. We therefore required specific parameters from the equipment to meet this requirement, to obtain products with the best possible preservation of natural ingredients. We also expected to minimise any adverse compounds that might be formed during the heat treatment process. The equipment had to be matched to the entire production line in this respect, so that the production process could be controlled and managed very precisely.
So, did your production lines also require equipment investment?
Already during the initial work on the project, we analysed the range of equipment available in the plant and concluded that, in order to obtain products with high nutritional value, it was necessary to invest in new machinery, in which, certain parameters would have to be adapted to our process in terms of solutions for preserving nutritional value and microbiological requirements. We wanted a very precise process and we analysed our needs in this respect. We assumed that in the case of Duda High Protein products in the ready meals category, the basis would be a short label. That is, we would practically not use any additives that affect the shelf life of the product. This meant that the equipment had to meet very high hygiene standards.
Another example is breaded products. We have used a coating cooling system in the breadcrumbs. This is important for the microbiological quality of the products. In the case of equipment such as the fryer or the oven, the precise and reproducible thermal processing required equipment with separate sections so that the temperature and humidity could be regulated very precisely. For the mixing or shaping of the products, we selected or even modified equipment so as to best preserve the structure of the meat.
All the solutions concerning the technological process, and the shaping and packaging of the products required the selection of equipment and its adaptation to our needs in such a way as to ensure the highest possible degree of hygiene as well as thermal processing that preserves the natural nutrients, especially vitamins and minerals.
The production process looks extremely complex. So how was it developed?
The individual modules of the line were put together one by one. Initially, we used our own facilities for some of the modules, e.g. for grinding the raw material or pre-treating the meat. However, we built a test rig to carry out heat treatment tests. We then tested the samples we received to see if the process met our objectives.
Our poultry-based ready meals were to have increased nutritional value and, in addition, meet the requirements for functional foods. In addition, we assumed that they would be so-called ‘clean label’ products, i.e. without added preservatives, flavour enhancers, colouring, phosphates and other such ingredients.
You also collaborated with external academics before launching production. What was the scope of this work?
We conducted the research part of the Duda High Protein ready meals project in cooperation with the Wrocław University of Life Sciences. The university carried out research into the vitamin and mineral content of all samples, as well as into unfavourable compounds that can sometimes be formed during thermal processing, such as decomposition or fat oxidation products. Thanks to these studies, we know that the process we have developed is very thoroughly verified and is a guarantee of obtaining products of the highest quality.
How long did you work on the launch of the High Protein product line?
The process of product development, research, setting up the production line, selecting the equipment, testing the products on the production line was quite long. We started in 2020 and finished the work at the end of 2023.
Ambitious assumptions for products, complex modifications to production lines, research support from scientists... you have undertaken a huge project. And what was the biggest challenge?
The right combination of individual ingredients. We know all the raw materials, what they contain and what they provide. The trick is to combine the meat and vegetables in such a way that we get the right level of protein and vitamins and obtain a product that is tasty and visually appealing. In addition, it is easy for consumers to prepare at home.
Do you plan to develop the line of high-protein products?
We currently have seven products, in addition to ready meals we have introduced typical meat products, made from poultry meat, such as sausages, slices and kabanos. We will definitely develop this line.
Thank you.
Dariusz Goszczyński, President of the Management Board of the National Poultry Council – Chamber of Commerce
In what direction is the poultry sector developing?
The Future of Poultry: Challenges and Opportunities
The rapid development of the Polish poultry sector is directly linked to Poland’s accession to the European Union. It was then that, thanks to EU funds and foreign investment, we modernised poultry plants which were then able to take advantage of the benefits of the Common Market. The most modern production facilities in Europe and in the world were established, guaranteeing the production of the highest quality goods. In addition to this, is the solid base of the poultry farming sector. What is most important is that with the investments came know-how regarding the quality of production. Companies have not only invested in fixed assets and the expansion of production capacity, but also in quality systems that have ultimately determined the global success of Polish poultry farming.
How are Polish producers doing against foreign players? How are Polish products being exported?
Poland is currently the largest producer of poultry meat in the European Union. We are also the world’s third largest poultry exporter with 1.8 million tonnes sold. By comparison, Brazil exported 4.4 million tonnes and the United States 3.3 million tonnes. This is undoubtedly a huge success for Polish breeders and the processing industry. Our main customers are European Union countries, but we are seeing very strong interest in Polish poultry meat around the world. Recently, sales opportunities have opened up in China, the Philippines, Japan and South Africa.
What opportunities and threats does the poultry sector currently face?
We see opportunities in growing exports because forecasts show that poultry meat consumption is on an upward trend. The latest OECD figures show that by 2030, consumption in the EU will increase by 4% and globally by 30%.
Unfortunately, threats are increasingly rooted in ill-considered decisions by EU institutions. Such was the case with the EU’s opening of borders to Ukrainian goods, which resulted in an uncontrolled influx of poultry meat from Ukraine. This is ruinous for the sector as we have no chance when competing with a product that is produced without the obligation to meet the several costly EU standards. Similarly, we take a similar view of the European Food Safety Authority’s (EFSA) so-called scientific advice on broiler welfare, regarding the use of maximum stocking densities and limiting the growth rate of broilers. These changes will reduce the production of poultry meat in the European Union by 70 per cent and the remaining 30 per cent will be produced at such a high cost that only a small part of the population will be able to afford it. No one denies the need for changes in animal welfare legislation. However, we very strongly emphasise that the process of transformation towards a sustainable production model must also be based on a social and economic pillar, not just an environmental one.
Thank you.
Polish Egg Producers at Risk: How New EU Regulations Could Disrupt the Market
The adoption by legislators of the European Commission’s revised rules obliging producers to label eggs at the place of production has far-reaching negative consequences for Polish producers.
On 8 November 2024, following the entry into force of the European Commission’s revised rules in relation to marketing standards for eggs, the marking of eggs will have to be done at the place of production. Meanwhile, most Polish producers stamp eggs at the place of packing, i.e. in sorting centres. The European regulation has opened up the possibility for Member States, on the basis of clearly defined criteria, to allow an exception to the rule by allowing eggs to be stamped at the first packing centre (i.e. sorting centres) to which eggs are delivered. However, the
Ministry of Agriculture and Rural Development does not envisage making provisions to allow this.
The crux of the EU legislation is to ensure full traceability of eggs. A well-developed infrastructure and logistics of production and distribution, as well as investments in modern technology, have led Polish egg producers to develop quality systems that have been accredited by national buyers, retail chains and international partners. Above all, they also ensure full traceability of eggs, which is the aim of the European Commission’s regulations.
In favour of not changing the current regulations are not only technological and economic reasons, but also for image. Poland is one of the largest egg producers in Europe: in 2022, the value of Polish egg exports
Maciej Ptaszyński, President of the Management Board of the Polish Chamber of Commerce
was as high as PLN 2.6 billion. Polish producers have a good reputation on the European and world markets. Changing the current business model is a risk of losing it.
The egg industry is a strategic industry from the point of view of food security, so the challenges it faces are issues that are also important for trade. Possible changes to existing regulations that involve egg labelling will result in a lack of a wide range of products on retail shelves. The changes will also significantly increase the price of eggs and products containing eggs, which will become a pro-inflationary factor in the long term.
Is the chocolate industry in danger of collapse?
The confectionery and chocolate industry in Poland today faces difficult challenges that affect its functioning and profitability. Among the most important problems are high VAT, new legal regulations, high production and raw material costs, transport and the high cost of employing staff, says Marek Przeździak , President of the Polbisco Polish Association of Chocolate and Confectionery Producers.
VAT is one of the key elements influencing the production costs and final prices of products. VAT on confectionery and chocolate in Poland is 23%, one of the highest rates in the European Union. By comparison, in Germany VAT on these products is 7%.
Producers are also faced with rising raw material prices. Cocoa prices, for example, have more than tripled over the past year, posing a serious problem for companies that use the ingredient in their products. Adverse weather conditions, tree diseases, a lack of new plantings in the countries of origin, and significant deforestation of cocoa trees are cited as the main reasons for the cocoa supply pro-
blems. New regulations are also contributing to the increase in raw material prices, since 23 June an EU regulation to combat deforestation and forest degradation in supply chains (EUDR) has been in force. Cocoa is one of the key raw materials subject to the new regulations. Operators and traders have 18 months to implement the new regulations, and implementing rules are still lacking. For small and micro-enterprises, the period does extend to 30 June 2025, but all companies need to prepare for this because the penalties under the legislation are lethal for companies.
Manufacturers are also faced with a number of new obligations related to current and planned regulations on sustainability, ROP and the circular economy, among others. These have the effect of significantly increasing production costs, not least through the need to train or employ additional staff to meet new regulatory requirements.
The cost of employing staff is also rising. Wage increases are driven by the rising cost of living and the need to attract and retain qualified staff. In Poland, the minimum wage
Marek Przeźniak, President of the Association of Polish Confectionery and Chocolate Manufacturers POLBISCO
has risen significantly in recent years, putting additional strain on company budgets.
Nor can we forget the costs of energy, water or transport, which play a key role, affecting every stage of the supply chain – from the sourcing of raw materials to the delivery of finished products to shops. Rising fuel prices and international freight charges affect the cost of raw materials. Transport costs also affect the logistics and distribution of finished products.
The confectionery and chocolate industry faces many challenges that require manufacturers to be flexible and innovative. The factors listed above are just some of the issues facing companies in our industry and, unfortunately, we already have signs, especially from smaller companies, that they are seriously worried about their future.
Economic situation on the food market in Poland and worldwide
Maciej Herman Managing Director Lotte Wedel
Wedel’s position on the domestic market is good, we are one of the 3 major players on the Polish chocolate market. The company is currently allocating considerable resources to investment in development. On an ongoing basis, we are automating and modernising internal operational processes and investing in the creation of new production lines. We have recently constructed two new buildings. One of them will house a place unique in Europe – the E.Wedel Chocolate Factory museum, which will invite everyone to a unique world of chocolate, teaching and entertaining. This project will not only become part of the capital’s urban fabric and emphasise the local roots of our company but will also make it possible to invite visitors from all over the world to join us on a chocolate journey. The remaining spaces will enable us to further develop the Wedel range, increasing efficiency and production capacity. An international presence is of strategic importance to us. Step by
Małgorzata Cebelińska Vice-President of the Management Board of SM Mlekpol
Currently, as a milk producer, Poland ranks fourth in Europe, with a positive growth rate of 8% in the first half of 2024. Due to natural conditions, our country still has great potential for the development of milk production, provided that dairy farmers are provided with favourable and stable conditions for their further development and investment. This depends both on the policy of the European Union as a whole and the adaptation of available resources to local conditions, as well as on decisions taken at national level.
The Mlekpol Dairy Cooperative is one of the leaders in the dairy industry in Poland. It owns many popular brands and has an extensive portfolio of high quality dairy products. Its modern production facilities, which include fourteen highly specialised plants, as well as its operations under the cooperative model, ensure the company’s stable position
step we are building our position and brand awareness in selected markets – we are present in more than 60 countries and exports currently account for around 10% of the company’s turnover. We want – and we are doing everything – to make sure that not only the domestic market tastes our chocolate, but that the E.Wedel brand is known in countries all over the world.
Wedel’s biggest growth opportunities are the unique and high-quality chocolate products that have been made in our factory for more than 170 years. What is important for our customers – we are a company that is flexible, innovative and open to dynamic cooperation. A mixture of these qualities allows us to achieve our goals and cultivate the traditional values that were introduced to the company by its founders – the Wedel family. The main threat, in my opinion, is the rising prices of raw materials, mainly cocoa. It is worth noting that they have increased several times over the last few months, making cocoa more expensive than copper. Other risks include the dynamic change of other costs (employees, energy). Of long-term importance are the challenges of climate change, political and legislative changes (still not very business-friendly in terms of assumptions and implementation time). Also relevant is the issue of proliferating armed conflicts, which also destabilise many areas of business operations. However, we do our best to turn threats into opportunities and develop the E.Wedel brand in even the most unfavourable conditions.
on both domestic and foreign markets.
Currently, 30% of our production is exported, mainly to EU countries, but also to the most distant markets of the Americas, Asia or Africa. Thanks to the high quality of our products and the scale of our production, we are able to meet the expectations of different markets and guarantee foreign partners stable cooperation based on flexibility and understanding of their needs. One of our current priorities is to improve the company’s energy efficiency and reduce its carbon footprint, tasks that are part of our sustainable development strategy. By investing in green energy, Mlekpol aims to ensure maximum energy security and respond to the expectations of modern consumers.
As for risks, we certainly see them in the unstable international situation and legislative risks in Poland and abroad. The ongoing armed conflicts and their recent escalation are not conducive to trade, and not only because of the lengthened supply chains, but also the protectionist customs policies, subsidies and other administrative decisions of numerous countries, which means that many regions will continue to face worsening food crises. At the same time, legislative changes that are too rapid or too far-reaching add to the burdens along the supply chain. Nonetheless, as a responsible company, we strive to be flexible in our approach to our business and adapt our production and product range to the needs of our partners in different corners of the world on an ongoing basis.
Beata Fabia-Hołda Co-founder and co-owner of the Adalbert’s Ltd.
It is with great pleasure that I share what is currently happening in our company and our plans for the future. I am extremely proud of our achievements, as Adalbert’s Tea has become one of the most popular premium tea brands in Poland, which brings us immense satisfaction. Moreover, we see great potential in expanding internationally, especially in Europe, where our products are gaining increasing interest.
What sets Adalbert’s Tea apart is, above all, the passion with which we create our products. Our tea comes from plantations in Sri Lanka, a country renowned for producing the highest quality teas. We create our products with love and passion, inspired by the beauty and richness of Ceylon’s nature. Every step of production—from handpicking to traditional processing methods—is carried out with respect for the centuries-old traditions of Sri Lanka and its greatest treasure, tea. This allows us to ensure a unique taste and aroma that captures the spirit of this extraordinary island. Our elegant packaging further emphasizes the exclusive character of our products, making them exceptional in both taste and aesthetics.
In the near future, we have many ambitious plans. We are working on new, unique flavours and planning to introduce innovative editions of our teas, which will surely interest our loyal customers and attract new ones. We are also focusing on developing partnerships with international distributors to bring our products to additional markets. Of course, international expansion comes with certain challenges. Each market is different and requires a tailored approach. In Europe, the competition is strong, which is why we emphasize the highest quality of our products, their unique flavour, and exclusive character. Our goal in the coming period is to continue growing both domestically and internationally. We are also deeply committed to consumer education – we want people to not only savour the taste of our teas but also understand their tradition. We aim for a cup of Adalbert’s Tea to become a daily ritual, celebrated with joy and pleasure.
Łukasz Knapowski Commercial Director Aksam
Beskidzkie is one of the leading brands in the snacks category in Poland. Thanks to its recognition, wide range of products and high quality, the brand maintains a strong position in the market. Our Pretzel Sticks, Pretzels, Bagels, Snack Mixes or Crackers, are available in most retail chains and are very popular among consumers. This is due to both, traditional nature of the brand, together with company’s 100% Polish origin, and our ability to introduce innovations, at the same time. As despite the strong position, we still see areas for development, like interesting flavours, new consumer deals or the ever-growing trend for simple, natural ingredients.
Apart from being main player in domestic market, we are reliable supplier to the international markets. Currently, Aksam supplies its snacks to 30 countries around the world – on almost every continent. Although we mainly produce under Beskidzkie brand, we also have an international brand, Soleo, available in places like South Africa,
Paweł Nowak CEO Goodvalley Polska
Rooted in Danish and Polish traditions, yet driven by a modern approach to farming and breeding, Goodvalley stands out in the Polish market with pioneering solutions. Our portfolio features premium meat products, produced with a deep respect for nature and a commitment to
best-in-class farming practices. Raising our own animals is a natural extension of our farming operations, ensuring their welfare while delivering the highest quality products. By growing our own crops, we ensure our animals receive nutrient-rich, high-quality feed, and our in-house processing facility allows us to oversee the entire production chain—from field to fork.
At Goodvalley, sustainability is at the core of everything we do. We continually improve our processes across production, farming, and breeding, and have been committed to reducing greenhouse gas emissions at every stage. Since 2012, we have consistently calculated and verified the carbon footprint of our operations. Embracing responsible resource management, we took a major step in 2005 by building our first biogas plants, which have since produced 771,563 MWh of green energy.
At Goodvalley, we prefer not to use the term “waste.” Instead, we view the by-products of our activities as valuable resources that we have learned to recycle responsibly. Our efforts are highlighted in our Sustainability Report, which we first introduced in 2004. For the past 20 years, we have proudly aligned with the principles of the ESG directive, leading the way in sustainable practices. But we don’t stop there—our commitment to innovation and continuous improvement remains strong, as we seek to inspire the entire industry, especially larger players, to act responsibly for the planet. As a leader and innovator, we aim to show that operating in harmony with nature can not only benefit the environment but also make good business sense.
Ireland or Italy. We have established long-term partnerships abroad, thanks to the high quality of the products (raw materials, certificates including IFS, BRC, Sedex), the excellent level of service as well as the open-mindedness and flexibility. But that does not stop us from constantly growing, by looking for new markets and expanding our product offer.
We see many opportunities in the increasing global demand for snacks, which are an attractive choice in terms of the wide range but also affordable price. Besides, consumers are paying more and more attention to what they eat. And in this matter, Aksam cares about the quality of the raw materials and their sources. For instance, we use only rapeseed oil and have dispensed with glucose-fructose syrup. However, just like other industries the trade of savoury snacks, with its’ specifity, have risks for the development. Among them, are unstable situation in the raw materials and energy markets. Climate change and political instability may further adversely affect the availability of raw materials, production and distribution costs and demand in certain markets. In addition, customers are increasingly focusing on whether a company is developing within the concept of sustainability, and this requires manufacturers to adapt their operations and offer to meet these expectations. Therefore, it seems crucial to strike a balance between ESG and maintaining the financial health of companies.
In conclusion, we are striving to spread the joy of crunching around the world, and the satisfaction of customers is the best reward for our hard work.
Bartosz Ziemianowicz Export Director Suempol
Despite the dynamically changing conditions in the salmon market, Suempol remains among the world’s largest companies in its industry. This is possible thanks to hard, daily, persistent work, but also modern management and keeping abreast of consumer needs. Products from Poland continue to be competitively priced while retaining the advantage of quality and care maintained in production. It is no different with our salmon. The expansion and logistical network of the entire Suempol Group, which has branches in Germany, France and Norway, also remains a very important aspect. The resulting group of experienced specialists, united around a single goal, is leading Suempol towards further success.
The salmon industry still has a lot to offer potential consumers. Changing food trends are affecting the whole world: consumption of red meat, for example, is declining and people are paying more and more attention to health issues related to the food they eat. Therefore, healthy and tasty fish such as Atlantic or Pacific salmon, which contain omega-3 fatty acids, proteins and vitamins, is a great alternative for the growing number of people moving away from poultry, beef and pork products. In markets with a greater tradition of eating fish, such as Italy, Spain and Norway, consumption remains stable. New technologies can therefore allow the preparation of many more innovative salmon products that will find recognition in the eyes of Polish and foreign consumers. At the same time, as one of the industry leaders, we have to take very strong care of good production practices, which consequently translates into the quality of our products. Looking ahead to the salmon industry, for future generations of consumers to enjoy the taste of delicious salmon, it is essential to maintain a balance in the ecosystem. This is why 100% of Suempol salmon comes from certified sources.
Adam Krupczak Export Manager Greek Trade
In the current market situation, our company is growing steadily both in the domestic and international markets. In Poland, we are observing an increasing interest from consumers in premium products and healthy food, which positively impacts the sales of our products. The growing awareness of a healthy lifestyle creates numerous opportunities for development, especially in the segment of natural foods.
Our presence in foreign markets is strengthening, particularly in the emerging markets of Eastern Europe and Asia. Customers are increasingly seeking high-quality products, which creates favorable conditions for our expansion. Additionally, the growing demand for vegan and gluten-free products opens up new prospects for us.
However, the current situation is not without its challenges. Currency fluctuations, inflation, and rising raw material costs can affect margins and profitability levels. Moreover, increased regulatory requirements and growing competition in international markets pose significant threats.
Despite these challenges, we are optimistic about the future. Our company continuously invests in product innovation and sustainable development, allowing us to maintain competitiveness in a rapidly changing market. We also see great potential in developing partnerships with local suppliers, which enables better adaptation to local needs and trends.
In summary, I believe that while the market presents us with challenges, it also opens up new opportunities for growth. Our commitment to quality and innovation allows us to look to the future with optimism, both in the domestic and international markets.
Anna Kalita Marketing director, Co-owner of the company GFS Poland
The current situation of our company in both the domestic and foreign markets is very promising. As a manufacturer of gluten-free bread, pasta and snacks, we are seeing growing interest in our products, which is reflected in rapidly increasing sales. Consumers are becoming more aware of their dietary choices, which translates into a greater demand for gluten-free products. Our efforts to offer high quality products are appreciated by customers not only in Poland, but also in foreign markets, where we see a systematic increase in demand.
With the right marketing strategies and innovative approaches to production, we have been able to build a strong brand that is recognised and valued on an ever-widening scale.
In terms of threats, a key challenge is the increasing competition from both large multinationals and local producers who recognise the potential of the gluten-free market.
However, we also see many opportunities for further development. First and foremost, the increasing health consciousness of consumers creates opportunities to market new products that meet specific dietary needs. In addition, growing foreign markets, especially in regions where gluten-free diets are only just gaining popularity, are opening new prospects. The use of modern technology in production and marketing can also help increase the efficiency of our operations and improve our competitiveness in the global market. We believe that with our experience and commitment, we are well positioned for further dynamic growth in both the domestic and international markets.
Our company, Cold, has established a strong and solid position in both the domestic and international markets, thanks to over 30 years of delivering high-quality equipment. Our commitment to quality and our extensive experience have made us a recognized and trusted partner for our clients worldwide. We are particularly pleased with the dynamic growth we are seeing in international markets, where there is a steady increase in demand for our products. We are confident that this positive trend will continue in the coming years, allowing us to further expand and strengthen our position in the global industry.
Sebastian Chwastek Chief Sales & Innovation Officer (CSIO) PPUH Cold
Currently, we are observing positive changes in the market, which is starting to show signs of recovery after a period of stagnation in recent months. These initial signs of a rebound are very promising, giving us hope for an improvement in the situation in the coming months. One of the key areas where we see significant growth potential is the Ukrainian market. Despite the current political and economic challenges, we are optimistic that the situation in this region will stabilize, which would open up new opportunities for our company. We believe that our long-standing experience and ability to adapt to changing market conditions will enable us to effectively capitalize on these opportunities while minimizing potential risks.
Karol Pilaciński Export Director Bogutti
Mariusz Nowociński Head of Marketing
Browar Błonie
Bogutti Company successfully exports its products to more than 50 countries on all continents, achieving a global reach. In my opinion, the current situation of the company is very positive. We are regularly attracting new customers and developing our offer with new product lines. Our diverse customer base enables us to manage our product range effectively and deal with local crises more efficiently. The key for us is that we are not dependent on one strategic customer, which gives us greater flexibility and stability.
We see great opportunities for growth through ongoing investments, such as the purchase of new production lines. This will allow us to significantly expand our range and increase our production capacity, which will enable us to both attract new partners and increase sales with existing customers. We are particularly interested in developing the sugar-free segment, which is enjoying growing interest. However, volatile raw material prices are a significant threat. In recent years, we have noticed drastic increases in the prices of sugar, milk, butter and chocolate, which significantly hinders sales planning and an effective pricing policy. Price spikes pose a particular challenge, especially when signing annual product supply contracts.
In my opinion, we are witnessing a transformation of the craft beer market. This is not only happening in Poland but also in Western Europe. The situation related to COVID-19 has had a tremendous impact, shaping a new reality. The restrictions on consumer freedom have led to an increase in online orders. Consumption has shifted from outdoor settings to homes, which has influenced changes in preferences, increased health awareness, and reduced alcohol consumption. The pandemic accelerated the trend towards health and fitness. People started paying more attention to their diet and lifestyle, which led to a growing interest in products with lower alcohol content or entirely alcohol-free.
Producers like Browar Inne Beczki, by introducing technological innovations, began delivering non-alcoholic craft beers that do not compromise on quality compared to their alcoholic counterparts. This has led to increased customer awareness, and consequently, NoLo (no alcohol, low alcohol) beers are no longer seen as second-rate products. The NoLo trend is further driven by a shift in mentality in Western Europe, where low alcohol content is no longer perceived as a limitation but as a conscious lifestyle choice that positively impacts physical and mental health. As a result, social acceptance for those choosing non-alcoholic beers in Europe is growing, making such a choice no longer a taboo topic.
Browar Inne Beczki fully understands the current situation and is riding the wave of the new trend. We are increasing the share of non-alcoholic beers in our offer so that our consumers have a wide selection of excellent craft beverages. And instead of traditional advertising, we have replaced it with social and informational campaigns. Drink responsibly. There’s always tomorrow!
This is an adventure” is the motto of the Inne Beczki brewery and brand. For us, challenges in the industry are always an opportunity for a fascinating journey. The growing share of NoLo in the market provides us with the perfect conditions to expand our reach in e-commerce, where no license is required. It’s also a great opportunity to collaborate with institutions, producers, and influencers promoting a healthy lifestyle. We’ve already embarked on our first collaborations within the NoLo trend: King of The Bay – the largest water sports competition in Poland, and Tesla Cybertruck – an isotonic non-alcoholic beer for Tesla Motors. Our horizon is filled with limitless possibilities.
Currently, there’s a race in Poland and abroad to see which non-alcoholic beer most closely resembles an alcoholic one. We’re not participating in that marathon. We’ve always had our own path, and we will continue to deliver NoLo as a new category product, to be evaluated on its own merits, unmatched by others. We will create beers in this spirit with everyone who shares our mindset. This is what authenticity is all about -Inne Beczki. Our future is looking bright!
Nowociel Strategy and Growth Director Koneser Warsaw Vodka Factory
Currently, as Koneser Warsaw Vodka Factory, we proudly export over 50% of our production, reaching numerous countries around the World with our products.
The domestic market is currently heavily saturated, with a wide range of spirits available on the shelves. Many consumers can feel overwhelmed by the wealth of choice, which presents us with a challenge in differentiating our products. In addition, the trade in Poland is mainly concentrated in chain stores, where competition is extremely strong.
When it comes to export, our products, depending on the country, find their place in large retail chains or in prestigious bars and restaurants. We are optimistic about our further expansion into foreign markets and are confident that we will be able to successfully enter new prospective markets in the coming year.
As far as Poland is concerned, the main threat to the alcohol industry is the annual increase in excise duty. Increasing costs for producers will not contribute to a reduction in alcohol sales, but only to an increase in the grey area. This is already noticeable, as alcohol sales have declined in recent years. Between March 2022 and March 2023, sales of spirits decreased by 4%. We believe that the rate of decline in sales will increase year on year. This is a serious threat to producers, so as a company, we are focusing on overseas expansion. In this way, we can find new markets, which allows us to increase production and sales.
An additional challenge is the changing trend of alcohol consumption in Poland. Younger generations are increasingly consciously giving up alcohol, which prompts many producers to create alcohol-free alternatives. In the case of vodka, we face a big challenge, as it is difficult to render its characteristic taste in an alcohol-free version.
The opportunity for alcohol producers, on the other hand, is the markets in tourist countries. Tourist destinations are very promising, as many tourists enjoy cocktails and drinks during their holidays.
Maria
Joanna Szczypka-Grzegorzek Sales Director
Polskie Mięso i Wędliny ŁUKOSZ
The Łukosz company has been a family business since its inception. We are currently one of the largest turkey meat producers in Poland. For more than 30 years we have been building our position on both domestic and foreign markets. The beginning of our journey was the production and sale of cold meat from only one Plant. Currently, we have two processing plants in the south of the country – where we produce cured meats and convenience foods – and a logistics centre, as well as a turkey slaughterhouse in the Mazury region.
Our meat and processed products are available in various parts of the world. A large part of our sales is export, which we are gradually developing by acquiring new partners and new destinations for our products.
We are investing in development, in new technologies and in our plants while taking care of the environment. We are also implementing new solutions to better protect both us and our customers in terms of the safety of our products, as this is a priority for us.
Unfortunately, there are many threats and problems in our industry. One of them is the ever-increasing, unequal competition with which the entire poultry industry has to contend. More and more products are being imported to the European Union market from countries such as Brazil, Thailand or Ukraine – countries outside the Union which do not have to meet the mandatory standards imposed on European producers. An additional threat is posed by, inter alia, protests concerning attempts to limit the development of breeding in our country.
On the other hand, we also see very large and positive opportunities for development. Thanks to the activities of such industry organisations as KRD – IG; UPEMI, POLSKIE MIĘSO, as well as KOWR and others, new markets are opening up for poultry products from Poland, so we will have the opportunity to expand more outside the European Union. These activities help us a lot and support us.
Katarzyna Krupińska Vice-President of the Management Board U Jędrusia
U Jędrusia’s situation is stable, but it requires constant monitoring of the market, adapting to the dynamically changing environment and taking advantage of opportunities. We believe that through appropriate strategies and investment in innovative technologies, we are able to maintain and strengthen our position in the domestic and international markets.
In the domestic market, our position is strong, thanks to the high quality of our products and the trust of consumers. Refrigerated products are gaining in popularity, which means we can count on further growth in demand in Poland.
The increasingly fast pace of life, development of one’s own passions and openness to new culinary trends are influencing the choices of consumers, who are keen to reach for good quality dishes at an affordable price. Traditional Polish products such as pierogi, croquettes or dinner dishes enjoy unwavering popularity. At the same time, increasing openness to new flavours means that customers are eager to try dishes from world cuisine, such as butter chicken with rice or spring rolls in various flavours. The combination of tradition and modernity therefore poses an interesting challenge, motivating us to come up with creative designs.
Currently, U Jędrusia is at the stage of conquering new markets internationally. Intense expansion is key to our development, which is why participation in international trade fairs such as SIAL in Paris is an opportunity for us to gain export partners. The growing popularity of ready meals, resulting from increasingly convenient lifestyles, favours our plans.
In terms of risks, the most important are increasing competition, price volatility and the availability of raw materials and energy.
For the entire industry of chilled ready meals both in Poland and abroad, the opportunities for growth are great. Changing eating habits and the increasing pace of life are fostering demand for quick, yet healthy and tasty meals. The industry can also benefit from the sustainability trend with innovations in organic packaging and sustainable production methods.
Paweł Majchrzak Chief Operating Officer, Member of the Management Board Gibar
I assess the current situation of the company Gibar – in both the domestic and international market – very positively. As a national distributor, following the successful completion of our transformation, we have been recording significant increase in our share in the Polish confectionery market for several years. Our products are gaining recognition among a growing number of consumers, which has allowed us to strengthen our position in the industry.
We owe this success primarily to the dynamic development of our company, which is evident in the tripling of our workforce since the transformation. The growth of our team enables us to establish partnerships with new clients and strengthen relationships with existing ones. Each year, new companies join our network of partners, which is a testament to the growing trust in our brand.
Our product portfolio is constantly expanding. We have recently introduced many new products to the market that have been well-received by consumers, such as 7 STICK sugar-free chewing gum, Riddle Cups sugar-free peanut butter wafer cupcakes, and Nuss Crunchy milk chocolate bars with a high hazelnut content. These products align with current market trends, meeting the growing demand for healthy and innovative snacks.
Despite our successes, we recognize that there are still many areas to explore in the domestic market. The confectionery market in Poland offers numerous opportunities but also presents challenges, such as the potential reduction in demand due to rising prices. Nonetheless, we see significant opportunities for further growth, particularly through establishing new partnerships and introducing additional innovative products.
As for foreign markets, we currently serve them indirectly by leveraging the infrastructure and know-how of specialized contractors. While this strategy works for now, we see tremendous potential in directly serving foreign markets. We are already analyzing opportunities related to expansion, which will undoubtedly soon become one of our priorities. Direct presence in foreign markets will open up new, even greater opportunities for growth.
Maxpol, a Polish group organizer at SIAL 2024
We are reporting from SIAL Paris, the biggest food industry trade show of the year. 7500 exhibitors from more than 130 countries have come together to showcase the latest trends, exciting new products, and cutting-edge ideas that will shape the future of food.
You can find everything from gourmet products and innovative snacks to food technologies that are changing the way we eat. There are tastings, live cooking demonstrations, and the chance to meet top food producers and experts from all over the world.
But it’s not just about tasting great food. SIAL Paris is the place to make new connections, discover trends, and see how the global food industry is evolving. With thousands of buyers and business leaders under one roof,
this is the perfect event to explore new ideas and opportunities.
We’re thrilled to announce that this year Maxpol has brought nearly 30 of the top Polish food producers to SIAL Paris 2024, the stands that we have built for our partners will cover almost 600m2 of exhibition space. These companies are representing the best of what the polish food market has to offer – delicious products, innovative ideas, and sustainable solutions. As the group organizer, we are incredibly proud of the strong group of companies we’re taking to Paris, among them are Oshee, Sokołów, Jutrzenka, Bogutti, Bartnik, DeCare, Sertop. This is a huge opportunity for all of us to grow, make connections, and strengthen the position of Poland in the global food industry.
Maxpol is looking forward to brining even more companies to the next editions of SIAL shows, not only in Paris, but also in Toronto, Montreal, Shanghai and Shenzhen.
Rostyslav Kohun
See you at trade fairs in 2025
Previous realizations by Maxpol
Group production facilities
MOKATE
Dairy Industry Faces Opportunities and Challenges
Małgorzata Cebelińska, Vice President of SM Mlekpol, discusses the growing demand for healthy, low-processed dairy products and the industry’s potential for innovation. She also addresses key challenges, including rising production costs and the need for sustainable practices, while highlighting Mlekpol’s expanding global footprint and focus on modern technology.
Dairy is a very important part of the overall FMCG market. What opportunities and challenges does the industry face?
The main opportunity in the context of the development of the dairy industry is the increase in demand for tasty, low-processed food from which healthy and valuable meals can be easily composed. Consumers, especially younger ones, are paying more attention to the nutritional value of food. Dairy products, which contain, among other things, protein, calcium and vitamins, are ideally suited to these needs. The dairy industry also has great potential to innovate and offer consumers products that respond to their specific expectations. We are talking, for example, about functional products such as the Łaciate Protein+ line or lactose-free Łaciate milk and yoghurts.
As far as challenges are concerned, they certainly include an increase in the price of milk production and processing, the unstable international situation or costly changes in food legislation, including those related to environmental protection. Milk and dairy products are the basis of people’s nutrition all over the world, which is why it is so important for Mlekpol to flexibly adapt to changing conditions and react to them on an ongoing basis, using the available technological potential.
What are the most visible trends in this segment at present?
As I have already mentioned, modern consumers are increasingly aware of the impact of diet on health and well-being. They are therefore more likely to choose trusted brands and quality products and to check labels careful-
Małgorzata Cebelińska, Vice President of SM Mlekpol
ly, not only for composition but also for nutritional value. They particularly value clear information on the origin of the product, low sugar content, lack of preservatives and unnecessary additives. They also look for personalised products, i.e. products that meet their specific nutritional needs and lifestyle expectations. This includes not only busy and physically active people, but also those who like to cook at home or families with children. It results in the popularity of dessert and snack products following the trend of comfort food (such as desserts with buttermilk by Mlekpol), convenience (such as crème fraiche cream dips) or onthe-go products (such as fermented drinks by Milko). Consumers are also open to new experiences – they are willing to try, for example, products with unusual additives, surprising textures and flavours.
You have been consistently building recognition for your brands for years – what campaigns are you currently running?
Our marketing strategy focuses on the optimal use of the newest online marketing tools and advanced digital technologies. Through the digital channel, we reach all consumer groups – from young people, working people and families with children to seniors.
In response to current consumer needs, a line of protein products has appeared in the portfolio of SM ‘Mlekpol’. What is your offer in this category and do you plan to expand it?
The Łaciate Protein+ line of high-protein products was created for consumers who are looking for a simple way to include more protein and calcium in their diet – ingredients necessary for the proper functioning of the body. Initially, such products were mainly of interest to people leading active lifestyles and athletes. Today, we can clearly see that other groups are also reaching for protein products – teenagers, pregnant women and seniors. The Łaciate Protein + product line will be systematically expanded, and currently includes: UHT milk (classic and lactose-free), drinking kefir and drinking yoghurts in three flavours: natural, mango and strawberry. These products are made exclusively from Polish raw material and using unique technology, thanks to which they are characterised by the highest quality and excellent taste. And all this while retaining valuable nutritional value.
Our marketing strategy focuses on the optimal use of the newest online marketing tools and advanced digital technologies. Through the digital channel, we reach all consumer groups – from young people, working people and families with children to seniors. What distinguishes our campaigns is the original approach to the products presented, creating a community centred around a healthy lifestyle and building strong emotional bonds with the brand. We are currently running several major campaigns, including for the brands: Łaciate: “Dołatuj się”, Maślanka Mrągowska: “So much good for your good” or Mlekpol, promoting our sliced cheeses. Through campaign activities, we emphasise the high quality of Mlekpol products and their Polish origin. In addition, thanks to the web portal najlepszewkuchni.pl, we give consumers ideas for using dairy products in the kitchen and show them how to prepare valuable and delicious meals using them in a quick and simple manner.
Sustainability and care for the planet are values that are very much appreciated by the public. What does the company’s work in this area look like and what goal do you want to achieve?
Mlekpol has been following the path of sustainable development for several years now. The first step on this path was to completely eliminate the use of hard coal and replace it with low-emission fuels. Another element of our strategy, which we have consistently implemented, is generating our own electricity and heat. We use advanced cogeneration technologies for this purpose. Last year we also built the first biogas plant at the company’s wastewater treatment plant in Grajewo.
Mlekpol is also taking steps to achieve climate neutrality through
SM Mlekpol w Grajewie head office
Our key export destinations today are Germany, Lithuania, the Netherlands, Latvia, Ukraine, China, UK, Romania and Greece. Recently, we have also been strongly developing sales to countries in South-East Asia, the Middle East and Latin America.
efficient management of energy resources. On the way to full decarbonisation it is also very important to reduce emissions in the raw material supply chains. In our case, the main raw material is milk. It is the area which is another pillar we are currently working on as part of our drive towards climate neutrality.
Almost 30% of production is exported to more than 100 countries around the world. You have not forgotten the Far East and the Middle East. What is your cooperation with foreign partners like?
Our key export destinations today are Germany, Lithuania, the Netherlands, Latvia, Ukraine, China, UK, Romania and Greece. Recently, we have also been strongly developing sales to countries in SouthEast Asia, the Middle East and Latin America. In total, there are more than 100 countries, and this number is constantly growing.
Mlekpol’s products are very popular abroad, mainly because of the extensive range and the guarantee of taste and high quality. We take an individual approach to each cooperation and are able to meet the specific requirements of our business partners, even from the furthest corners of the world. We have a great experience in this regard, which highly facilitates the whole process and promotes the establishment of longterm business relationships. On the other hand, there are products, such as mozzarella cheese, milk and butter or cream cheese, whose popularity never decreases, due to the growing number of coffee points, bars, pizza and sushi places in most countries around the world. Mlekpol therefore takes into account the growing demand for these classic dairy products in its investment decisions.
What is the difference between production for the domestic and foreign markets? Do you intend to expand the network of destinations and the range available?
Export requires knowledge of and adherence to international regulations and the specific regulations of the destination countries. Countries outside the European Union have different requirements regarding, for example: food quality and safety, packaging or labelling. When selling to foreign markets, we must also take into account, among other things, logistics and transport issues to ensure timely and quality deliveries.
Mlekpol sends abroad mainly long-term products, such as powdered products, UHT milk and cream, cheese and butter. We also sell cottage cheese or fermented products with a shorter shelf life, which, due to road transport, can reach customers from EU countries quickly and efficiently. We are also gaining new markets on other continents, especially
in countries with insufficient own milk production. The cooperative is also constantly adapting its offer to the requirements of individual countries. For example, we produce UHT milk Łaciate Barista (for frothing) and high-protein milk Łaciate Protein +, as well as milk under the export brands Happy Barn and Milcasa in several fat variants to meet the needs and expectations of foreign customers.
You have 14 specialised production facilities with modern machinery. How do you ensure the safety and quality of your products? What is crucial to you?
For Mlekpol, the priorities are high quality and the fastest possible processing of the purchased raw material. The milk that comes to us from suppliers is thoroughly tested in laboratory and processed on the same day. As a result, Mlekpol products are characterised by a clean label and simple composition without the need for unnecessary additives or preservatives. In addition, production processes and finished products are monitored in accordance with national regulations as well as international food production standards IFS and HACCP. Furthermore, Mlekpol’s plants have Kosher certification, which enables trade cooperation with Israel and the Jewish community in other countries, as well as a Halal certificate, which enables the sale of products in accordance with Islamic requirements. All this means that we are able to guarantee our consumers fresh, authentic and safe dairy products with a very good and repeatable taste.
In what direction do you plan to develop SM ‘Mlekpol’? What is the priority for action?
A constant priority in Mlekpol’s activities is to guarantee the cooperative’s members – milk suppliers – a satisfactory price for the raw material, which will be a stimulus for the development of farms and the systematic increase in their production potential. In addition, we are focusing on the further development of production facilities – their modernisation and optimisation of processes using state-of-the-art technologies. Through automation and digitisation, we also want to reduce repetitive and tedious work on the various production-related jobs as much as possible. We are also continuously expanding on foreign markets. We are actively looking for new export destinations and partners interested in long-term cooperation, even in the furthest corners of the world. Thanks to our extensive product portfolio, large-scale production and efficient service, we are able to meet the expectations of diverse markets.
Thank you for the interview.
Healthier Sweets and Global Growth
Karol Pilaciński, Export Director at Bogutti, highlights the key trends driving the confectionery industry today. With consumers increasingly seeking healthier, sugar-free options and products with minimal environmental impact, manufacturers face the challenge of maintaining taste while innovating with new ingredients.
Which confectionery products are currently the most sought-after by consumers? Which categories are on top?
We have been observing a significant acceleration in the pace of life and a shortening of the product life cycle for some time now. Consumers are constantly searching for something new – whether it be flavours, recipes, or packaging. The confectionery industry is no exception. Manufacturers are continually on the lookout for new innovations. There is an increasing interest in high-quality products, and consumer awareness of the potential harm of certain raw materials is growing. There is also a rising demand for products in the Fit & Healthy category – without sugar, with proteins, or other functional additives.
Consumers are also seeking products with a reduced environmental impact, and there is a growing demand for Rainforest Alliance (RA) certified products. Additionally, flavours such as pistachio and salted caramel are becoming increasingly popular.
Both in Europe and on other continents, a growing interest in the ‘fit&healthy’ trend can be observed – also in the confectionery segment. What challenges does the industry face with this?
Sweets are traditionally associated with unhealthy food, mainly due to their high content of sugar, artificial flavours and colours. In the face of growing consumer health awareness and regulatory pressure, manufacturers are increasingly being forced to seek healthier alternatives. They are introducing sugar substitutes and functional sweets more frequently, such as sugar-free, high-protein, keto, or nutrient-enriched products.
Manufacturers are trying to highlight the health benefits of these modern products to better meet the expectations of today’s consumers, who are searching for healthier alternatives to traditional sweets. However, this poses technological challenges for the industry, as maintaining an appealing taste while reducing sugar requires innovative solutions.
Despite these difficulties, the development of new sugar substitutes and functional products has the potential to transform the confectionery category. Innovation in ingredients and production technology can significantly improve their nutritional value and reduce negative health effects.
Karol Pilaciński, Export Director, Bogutti
Your portfolio includes products without added sugar. What is the current consumption of such products and what do customers expect? Do you plan to expand your portfolio with further items in this category?
The category of cakes without added sugar appeared in our offer relatively late. Although its share of total turnover is currently not significant, it is growing rapidly. As a company, we believe very strongly in this category and its huge potential. Consumers are becoming more and more conscious in their choices.
Our sugar-free product line continues to expand in response to growing consumers demand. A few years ago, we launched the Weeksy line, which offers sugar-free and palm oil-free biscuits that were very positively received. This year, we are adding a new product to our range –La Gustosa No Added Sugar. This is a unique series of cream-filled biscuits that are also sugar-free. We are confident that these innovative products will be well-received by consumers and achieve notable success in the market.
How important are international trade fairs to your industry? What has your presence at SIAL been like so far?
Around 60% of your production is for export – which countries do you work with?
From the very beginning, Bogutti has been geared towards global expansion, and its offer has been carefully tailored to the needs of international customers. Initial efforts focused on developing European markets, and the success achieved there laid the foundation for further growth. By participation in Go To Brand programmes, the company was able to expand to other continents. Participation in trade fairs and trade missions has opened up new sales opportunities for Bogutti, allowing it to enter additional markets. Today, Bogutti products are available in more than 50 countries on all continents.
This year, we are adding a new product to our range – La Gustosa No Added Sugar. This is a unique series of cream-filled biscuits that are also sugar-free. We are confident that these innovative products will be well-received by consumers and achieve notable success in the market.
We live in an age where digitalisation is playing an increasingly important role, enabling many activities to be carried out online, without the need for face-to-face meetings or travel. One might assume that this would reduce the importance of trade fairs. In practice, however, their role remains irreplaceable. In our opinion, only direct participation in trade fairs and the opportunity to present a product in person allows successful acquisition of new customers and dynamic sales development.
For several years, Bogutti has been participating intensively in international fairs on all continents, which has resulted in a significant increase in sales. The SIAL trade fair, among several others, is a key event for us, bringing together customers from all over the world and opening a wide range of business development opportunities. We believe that direct contact with partners and the live presentation of our products are elements that cannot be replaced by virtual solutions.
The Bogutti company is about long-standing tradition and family values? Do consumers in other countries appreciate these values and how does this translate into sales?
The family nature of our company and the long-standing experience of its owners play a key role in both building relationships with customers and managing the company. Unlike impersonal corporations entangled in a web of procedures, family businesses have a personal touch provided of the owner. Often, it is the owners who establish direct contact with customers, fostering trust and facilitating negotiations. In addition, family businesses are noted for their greater flexibility, which allows for faster decision-making and better adaptation to market needs.
How does production for the domestic market differ from that for foreign markets? Do you plan to expand your network of destinations and product range?
A key difference between domestic and foreign production is understanding the specific needs and expectations of customers. To be successful in new markets, it is crucial to provide products tailored to local requirements. Domestic and international customers may have different preferences, so it is essential to conduct a thorough market study to determine these requirements before entering the international markets.
We are currently focusing on expanding our portfolio by introducing new products that meet the needs of our customers. The company is investing heavily in the development of its machinery, which will enable us to broaden our range and better tailor our offerings to market expectations.
You are committed to continuous development and investment in modern technology. What is key for you in this aspect?
In today’s fast-changing world, it is crucial to adhere to the principle that those who stand still fall behind. As mentioned earlier, we live in very fast-paced world. Product life cycle has become much shorter, and manufacturers are constantly introducing new product variants and setting trends. For Bogutti, it is essential to track and recognise market trends and adapt our offerings to changing customer expectations.
What are your plans for the future? In which directions do you plan to develop?
At the moment, we are focusing on our newest product line – our delicious Let’s Rolls wafer rolls with cream, currently available in six distinctive flavours and appealing packaging. We also plan to introduce two more variants. In the near future, our promotional activities will focus on boosting sales of the wafer rolls. We have been receiving very positive feedback from customers, and the products have been very well received. Of course, we are not stopping there. We are already working on further developments and innovations, but it is still to early to share at this stage.
Thank you.
1 000 12 000 40 PRODUCT ITEMS ASSORTMENT CATEGORIES YEARS IN GLOBAL TRADE MODERN INFRASTRUCTURE BRANDS
FRUITS AND VEGETABLES A FULL RANGE OF FOOD PRODUCTS , COMPREHENSIVE SERVICE GOODS OVERLAND, BY SEA AND BY AIR.
18 WHOLESALE PALLET MIX WE DELIVER...
INCLUDING:
GENERAL PRODUCTS
DAIRY
MEAT AND COLD CUTS
SPICES AND FLAVOURS
SWEETS AND SNACKS
CANS AND JARS
TEA AND COFFEE
SOFT DRINKS
Damian Pszonak, Export Director, Mastermedia sp.
Mastermedia expands exports to global markets
Mastermedia sp. z o.o. is one of Poland’s leading exporters of food products, specializing in delivering European specialties to international markets. The company continues to grow by tailoring its offerings to meet the specific needs of customers across different regions. Damian Pszonak, Director of the Export Department, discusses the directions and challenges of their export activities.
Mastermedia is developing exports on various continents. What new markets have you been able to acquire recently? Indeed, our goal is to continuously expand the geographic reach of our operations. We maintain steady sales in Australia and have recently expanded in Europe, entering markets such as Spain, France, Switzerland, and Iceland. These markets often have specific, demanding conditions, and our success there demonstrates our adaptability. A key milestone was our entry into North America, where we now operate in both Canada and the United States. Additionally, we are in the final stages of securing contracts in the Arab countries, which presents exciting new opportunities. We’re also in discussions with partners in Bulgaria, Greece, Portugal, as well as Vietnam, Rwanda, Ghana, Congo, and Venezuela.
How does your team manage such a diverse range of markets?
Our export team is growing rapidly. Over the past year, we’ve doubled its size, and we are continuously investing in building expertise. We work closely with our Data Management and Logistics departments to ensure smooth operations. Our salespeople are not just sellers – they’re product experts. We have specialists fluent in English, German, Russian, and Chinese, enabling us to effectively communicate and understand customer needs. Our approach focuses on delivering tailored solutions that save our clients time, effort, and costs.
z o.o., mastermediafood.com
What exactly do you offer?
Mastermedia’s portfolio includes over 12,000 product items across all food categories, sourced from more than 350 food manufacturers. This gives our customers a wide variety of options, whether they are looking for popular German or British sweets, Eastern European products, or Romanian snacks. We are always open to collaborating with new partners and welcome all inquiries.
Flexibility is your differentiator?
Absolutely. We offer the flexibility of creating mixed pallets – one pallet can contain up to a dozen different products. In fact, a recent order we shipped to a client included as many as 1,200 different SKUs within a single container. This approach minimizes the number of deliveries, customs clearances, and invoices, which translates into significant savings for our partners. It allows customers to fulfill smaller orders while still benefiting from the versatility of our offering.
response from our team. The online ordering platform (mastersale.eu) is not to be missed. It allows customers to place orders in a simple and convenient way, while having a full overview of our offer, product availability and terms and conditions. Anyone interested can explore our product offering as a guest on the desktop version of mastersale.eu/guest – a unique feature on the market.
Mastermedia’s offer includes more than 12,000 assortment items across all food categories. Our suppliers include more than 350 food manufacturers, so there is certainly plenty to choose from.
How else do you meet customer expectations?
We offer support with customs and legal formalities. We assist in optimizing customs costs, preparing documentation, and issuing health certificates. We also prepare labels to the requirements of local regulations. We translate labels into any language, ensure regulatory compliance, and label products so they can be ready for sale immediately.
Our newly revamped website, available in five languages, includes convenient contact forms for easy communication, ensuring a quick
Do you collaborate with economic relations organizations?
Yes, we are a member of the Association of Polish Exporters and work closely with both Polish and international chambers of commerce. These organizations are highly active, and we greatly value our partnership with the Polish Chamber of Commerce. Such collaborations open doors to new markets and help us establish important business connections.
Mastermedia’s involvement in sport is an interesting element of your corporate social responsibility activities.
We are proud to support talented Polish athletes. Since 2023, we have been the Strategic Partner of Aleksandra Mirosław, who won the gold medal in speed climbing at the Paris 2024 Olympic Games. We take great pride in having supported Ola on her path to becoming an Olympic champion.
Thank you for the interview.
Adalbert’s Tea: Expanding Global Reach
What sets Adalbert’s Tea apart in the tea market in terms of product quality, uniqueness of the offering, and approach to sustainable development?
Adalbert’s Tea is an innovative company dedicated to bringing the highest quality Ceylon teas to people in Poland and beyond. Our unique value lies in providing natural ingredients that are carefully sourced and blended to create a truly exceptional taste experience. We believe in crafting real moments of joy, connection, and well-being through our meticulously curated blends – ensuring that everyone can enjoy a cup of pure serenity.
Our mission is to make everyday life more enjoyable with flavourful, high-quality teas that bring smiles to faces around the world while also promoting sustainable production practices for generations to come. With this vision at the heart of our efforts, we strive toward a future where everyone can experience the wonderful benefits of enjoying quality tea each day.
Adalbert’s Tea portfolio includes many teas that definitely stand out on the store shelf. Could you tell us more about the product range?
At Adalbert’s Tea, authentic quality and captivating the senses with our distinctive flavours are complemented by elegant and prestigious packaging. The characteristic patterns and colours, inspired by the beauty of Sri Lanka, along with the image of a golden elephant – a symbol of strength and wisdom – capture attention on the shelf with their originality and beauty, inviting you into the world of Adalbert’s Tea.
Each collection reflects Adalbert’s dedication to providing diverse, high-quality tea options that cater to both everyday drinkers and those with more discerning palates. Whether you’re looking for your next daily go-to, a special treat for a special occasion or support your wellbeing Adalbert’s tea collections have something to offer.
Classic Collection: This collection features timeless tea blends that never go out of style. From robust black teas to soothing green teas, the Classic Collection provides a selection of favourite options for everyday enjoyment. For those seeking adventure in a cup, this collection also offers tea varieties infused with rare ingredients and spices, captivating with their unique flavours and taking your taste buds on a journey into the magical world of Sri Lanka
Wellness Line: Prioritizing health and well-being, the Wellness Line includes teas designed to support a healthy lifestyle. With ingredients like ginger and various herbs, these blends are both delicious and beneficial.
Beata Fabia-Hołda – Co-founder and Owner of the Adalbert’s Tea brand
Organic Range: The Organic Range stands out for its commitment to purity and ecological responsibility. Every tea in this collection is certified organic, providing a natural and wholesome tea-drinking experience.
Christmas Collections: The Holiday Tea Collection brings seasonal cheer and warmth through a delightful assortment of festive blends, inspiring moments of joy and connection during the holiday season.
Adalbert’s Tea is not just about tea but an experience. The brand emphasizes aesthetics and elegance, visible in both the tea packaging, the brewing and tasting process. Adalbert’s Tea encourages a calm and relaxing tea-drinking experience, creating an atmosphere of luxury and exclusivity. Each cup represents not only a flavour but also a moment of relaxation and joy, whether you’re enjoying a peaceful time alone or in the company of loved ones. It’s also a healthy way to invigorate your body and mind whenever you need it.
How are the company’s plans shaping up for the coming years?
Looking ahead, Adalbert’s plans to focus on further development and expansion in both domestic and international markets. The company intends to introduce new, innovative flavours and tea collections to meet the evolving preferences of consumers. Additionally, Adalbert’s plans to expand its distribution network to make its products more accessible in foreign markets. A key element of the company’s strategy is the continued promotion of the brand as a symbol of high quality, authenticity, and respect for the tradition of Ceylon teas. Adalbert’s also plans to invest in sustainable development and eco-friendly initiatives to support local communities in Sri Lanka and minimize its environmental impact.
Thank you.
PRIME PORK
SUSTAINABLE PRODUCTION FROM FIELD TO FORK
Goodvalley was founded with the belief that there must be a way to produce high-quality food that ensures less environmental impact. Raising our animals is a natural extension of our agricultural operations and combines attention to animal welfare with care for the highest quality products. With our crops, we are confident that our animals receive high-quality feed rich in nutrients. We firmly believe that without proper care, it is impossible to achieve high quality. Our processing plant allows us to control the entire production process - from field to fork. We always try to give back to nature what we have taken from it, so we use plant biomass in our biogas plants, creating our green energy.
Have questions or need more information? Our sales team is here to guide you. Get in touch to explore new opportunities and discuss how we can work together.
Sławomir Szymerowskl Head of Export
Email: slawomir.szymerowski@goodvalley.com
Phone: +48 728 900 081
Website: www.goodvalley.com
Processed Food Fresh Meat
Acting in accordance with 30 years of tradition, Goodvalley is synonymous with modern Polish agriculture and is a pioneer in food, agriculture, and pro-environmental technologies.
What makes our products so good?
We harvest our own fields
We produce our own energy
We breed our own animals
We grow our own crops
We produce meat of the highest quality
Explore our latest products, meet our expert team, and experience firsthand how Goodvalley is driving the future of the food industry.
We invite you to visit our stand at Sial 2024 in Hall 6!
Here we are, stand number 6 H119.
We prepare the feeds ourselves
Healthy Eating Trend Intensifies
Spending on 'healthy' food is on the rise and all indications are that the trend, which has been with us for a long time, will intensify. In recent years, consumers have become more and more willing to choose foods with labels such as 'no additives/preservatives', 'organic', 'vegetarian', 'lactose-free', 'no added sugar', as well as 'environmentally friendly', and already 27% of Poles have increased their consumption of plant-based products.
Consumers are aware and the market is responding to their needs. Because the most important thing is to have a choice.
Do Poles eat healthily?
Healthy living and eating remains at the heart of the concerns of a significant group of consumers. Mintel data shows that two-thirds of respondents in Poland declare that they try to eat healthily most or all the time. 63% of Poles often check the nutritional table of the foods they buy. In contrast, 65% lean towards simplicity, agreeing with the statement that products with fewer ingredients (five or less) are healthier than those with many more.
However, as highlighted by Honorata Jarocka, Principal Analyst, Mintel, in addition to growing consumer awareness, price remains the leading attribute influencing purchasing decisions. 41% of respondents state that they do not eat healthily all the time due to the excessive price of such health-promoting products. Further investment in affordable
and nutritionally rich innovations, including private label ones, is therefore important. Further consumer education is equally important, with 25% of consumers saying that they find it difficult to identify which foods are really healthy for them.
Shall we eat something light?
In Polish homes and restaurants, this type of question can be heard more and more often. This is because there is a growing group of Poles who increasingly value their health and well-being and are aware of the great impact that what they eat has on these aspects. Many studies and surveys show a growing interest in plant-based products and diets. Karolina Mańkowska, Analyst at ASM Sales Force Agency, emphasises that health is only one aspect of choosing this type of food, another being environmental awareness. We are more and more informed and aware of how food production affects the environment. Consumers know that a healthy lifestyle, i.e. movement and heal-
thy eating, is our conscious choice and that there are plenty of options for action. This ranges from choosing products from specific producers that produce sustainably to deciding to replace meat, for example, with one of the available substitutes. Such choices can also include, for example, plant-based milk, various snacks and ready meals. More and more lactose-free dairy products or sweets made without sugar or wheat flour can be found on supermarket shelves. Even in popular fast-food outlets, vegetarian versions of famous dishes are increasingly common. This is how producers and retail chains are responding to the needs of consumers who choose certified organic products without unnecessary additives and preservatives. „Many manufacturers have specialised in providing products modified in this way, e.g. Nestlé, Unilever and Danone have invested in the development of plant-based products, including plant-based milk, snacks, or plant-based desserts. Oatly specialises in the production of plant-based milk; their products
In Poland, for many years there has been a stable percentage of 2% of people declaring themselves vegetarians or vegans. 17% of people declare that they are limiting their meat intake, so this group represents a much greater potential for producers of plant-based products than vegetarians and vegans1.
mainly oat based are very popular with vegans and vegetarians. Other producers such as Mlekovita, Alpro or Łaciate offer lactose-free milk, and the brands Łowicz, Wawel and Pudliszki provide many products that no longer contain sugar – as they used to. It seems that nothing will stop this trend and, with time, separate shelves in shops with the so-called Healthy Food label will take up more and more space,” concludes the ASM analyst.
Plant-based on trend
Vegetarianism and veganism have a long tradition. Vegetarianism involves the exclusion of meat products from the diet. Vegans, on the other hand, completely give up the consumption of any animal products, including eggs, milk and dairy products. But the market will be driven by flexitarians, whose numbers are increasing every month.
In Poland, for many years there has been a stable percentage of 2% of people declaring themselves vegetarians or vegans. 17% of people declare that they are limiting their meat intake, so this group represents a much greater potential for producers of plant-based products than vegetarians and vegans. Not only flexitarians, vegetarians or vegans, but
also standard meat eaters are reaching for plant-based meat substitutes. One in seven Poles have already tried the alternatives, and another one in seven would like to try them. The biggest concern is taste, as these products are perceived through the prism of health rather than palatability. This disproportion is particularly striking among Poles in general. Those who have already tasted the plant-based products have a much better opinion of their taste.
Poland is taking an increasingly active part in the rising tide of vegan food popularity. According to forecasts, the global value of this sector will reach USD 162 billion by 2030, and Poland, ranking sixth on the list of European markets for plant-based products, is fully exploiting the potential of this trend. Currently, the market for vegan food in Poland is worth around PLN 782 million.
Vegetarian products are popular not only among declared vegetarians, but also among flexitarians or carnivores who want to diversify their diet and are looking for new interesting flavours.
The market for meatless ready meals is growing in strength. Poles are increasingly willing to buy meatless ready meals and declare a change in their diet, or at least reduce
the consumption of meat products in favour of fish or vegetable substitutes, of which there are more and more on offer in shops.
We drink – only to our health!
Researchers from the National Institute of Health have shown that adequate hydration is associated with a significant reduction in the risk of heart failure. In our country, up to approximately one million Poles suffer from this disease. Maintaining the habit of drinking enough fluids is extremely important for our health. World Water Day is celebrated annually on 22 March. How do Poles drink? Up to 68% of Poles drink a maximum of one litre of water a day. The results of a recent survey by Waterdrop show that Poles are most bothered by forgetting to drink enough water (47.8%). Respondents also indicated that 35% of them do not like the taste of water, while 9.2% say they lack the time to do so and 8% have no opinion on the matter. It is encouraging that the vast majority nevertheless want to change their habits, as evidenced by the fact that almost 94% of those surveyed plan to drink 2 litres of water a day this year. At the same time, almost 40% think it would be helpful to have a bottle with them everywhere.
The UN General Assembly established World Water Day through a resolution in 1992. According to guidelines from the European Food Safety Authority, women should drink at least 2 litres of water a day and men even 2.5 litres. The results of a survey conducted by Waterdrop show that up to 93.7% of respondents intend to drink at least 2 litres a day this year. However, an earlier survey showed us that this
Excellent sweetness of cherry
will not be easy. Only 22.2% of Poles drink more than two glasses of water a day and as many as 8.5% drink just less than two glasses a day.
What do we know about juices?
An interesting conclusion can be drawn from a consumer survey conducted at the end of January and the beginning of February this year, commissioned by the National Union of Juice Producers (KUPS)4. As many as 55% of consumers drink juices to replenish their diet with vitamins and other nutrients, while only 6% of Poles do not reach for these products. One of the most common reasons consumers give up drinking them is the incorrect assumption that sugar is added to fruit juices. As many as 28% of Poles think so incorrectly. The most common reason for drinking juices is the need to replenish vitamins and other nutrients. This was answered by 55% of those surveyed. Half of the respondents also reach for juices for their taste – more often men, younger people (under 34) and those with a higher education level, and 43% of consumers choose juices to quench their thirst (more often men). Juices are chosen by 28% of consumers as an alternative to whole fruit and vegetables. It is worth noting that 55% of respondents recognise that such products can be a valuable addition to the diet. Most of us drink 200-250 ml of juice at a time.
The trend related to the perception of juice as a serving of fruit and vegetables is also interesting. Six out of ten consumers are of the opinion that a glass of juice can be one of the 5 daily portions of fruit and vegetables, moreover, 42% of respondents believe that this can also be juices available in the shop. Most consumers have heard about the basics of healthy eating. The survey explored knowledge of the principles of a balanced diet. It turns out that ¾ of consumers have heard about the basics of healthy eating –min. 5 portions of fruit and vegetables per day and the same number at least sometimes follow a balanced diet. However, only 16% always do so. These tend to be people with higher education, living in major cities and those aged up to 34 years. Those with lower education and men are more likely to never follow a balanced diet.
It turns out that 3 out of 10 consumers always read the composition on juice packs, and that the information on the pack is crucial when choosing a product for more than half of consumers. What do we look for on them? The most important information relates to vitamin content, the product’s Polish designation and health benefits. Information on health benefits is important for one third of consumers – more important for men. At the same time, people with higher education are more aware consumers – they are indeed
more likely to pay attention to labels, know and follow the principles of a balanced diet. As in previous years, the information on the packaging is crucial when choosing a juice for more than half of consumers. This is more often the case for women, people with higher education and residents of the largest cities. When choosing juice, respondents are most often guided by taste, price and type of juice. There is a noticeable increase in the number of consumers who pay attention to promotional offers when choosing juices. This phenomenon suggests that economic factors are beginning to play an important role in the consumer decision-making process. Which juice flavours do Poles reach for most often? Orange is still the most popular, indicated by 52% of respondents. However, apple is already in second place (40%), followed by multivitamin (34%) and multifruit (26%). Tomato juice was indicated by 22%, carrot juice by 19% and beetroot juice by 7%.
Most consumers know what a juice product is and successfully link it to the correct labels and terms. However, in the case of fruit and vegetable drinks and nectars, there is some difficulty among consumers in correctly matching the labels and terms used. Unfortunately, half of consumers are of the opinion that 100% fruit juices in shops contain added sugar, which is obviously the wrong answer. This is more common among those aged 35-
In Poland, for many years there has been a stable percentage of 2% of people declaring themselves vegetarians or vegans. 17% of people declare that they are limiting their meat intake, so this group represents a much greater potential for producers of plant-based products than vegetarians and vegans1.
44 and those with a lower education. Interestingly, however, the majority, eight out of ten consumers, indicated that juice contains 100% fruit or vegetables. Indeed, these were more often women.
Although Poles are conscious consumers, there is still a need for educational activities on the specificity of individual food products, their composition, nutritional value and impact on our daily health.
Facts and myths about organic food
Access to bio-products enables consumers to make informed and responsible food choices – those that take this into account not only care for themselves and their loved ones, but also the well-being of the planet, especially in times of climate change. Despite the fact that 81.9% of surveyed Poles declare that they buy organic food, there are still many harmful myths about it still being perpetu-
ated. How can one find the true ones in the jungle of contradictory information? What is hidden in certified organic food bearing the Eurolist symbol, and what is definitely not in it? Professor Zbigniew Karaczun of the Department of Environmental Protection and Dendrology at the Warsaw University of Life Sciences tells us. Below are selected facts and myths.
Organic farming has a real impact on saving our planet’s resources, contributing, among other things, to maintaining the balance of the natural environment. The use of artificial fertilisers or pesticides is prohibited in organic farming. This means that at no stage of organic farming or production are chemicals used to maximise yields or increase productivity, and only biological methods and preparations are used to combat pests.
MYTH: Growing crops without pesticides and artificial fertilisers is not possible It is untrue that without the use of pesticides and synthetic plant protection products no yields can be achieved in organic farming. The facts speak for themselves: according to the Agricultural and Food Quality Inspection (IJHARS), the total area of organic farmland is steadily increasing and the number of organic producers in Poland is increasing by an average of 5-7% per year. In 2022, there will be 22,900 organic producers and the area of organic farmland will increase to 0.56 million ha. The organic farmer, in order to reduce losses, chooses native plant species and varieties, more resistant to changing weather conditions, those that do well in unfavourable growing conditions. „In this way, he can reduce fertilisation and the use of plant protection products, protecting the soil and groundwater,” adds Prof Karaczun. Selecting different plants depending on the season further helps to maintain biodiversity on the farm, making it friendly to new inhabitants, including wild birds and pollinating insects.
MYTH: The terms: „healthy food” or „slow food” mean organic food
Nutrition experts encourage people to read product labels carefully. Among other things, it is a good idea to practise this and to reinforce good habits so as not to be fooled. Some food producers mislead consumers into thinking they are dealing with natural, organic food by using catchy slogans and various green symbols or labels on product labels to suggest the natural origin of raw materials. This is why it is important to look out for the Euro-Leaf symbol (12 white stars on a green background) on product labels in the shops, which guarantees that we have, in our hands, food with organic certification – without artificial additives, flavour enhancers and produced with respect for the environment. The awareness of Poles is growing, the wide availability of interesting information campaigns for broadly defined ‚healthy nutrition’ is also impressive, as is the range of producers on our market. The outlook is therefore quite healthy.
Adapting to PostPandemic Market Shifts
What elements of your strategy have contributed to your success in Europe and how do you plan to develop your presence in markets outside Europe?
Our company has been building confidence for more than 30 years, and has been steadily expanding its export customer base thanks to its high quality, stable and repeatable production parameters and excellent customer service.
We export our products throughout Europe; they are supplied to distributors, retail chains, wholesalers and processors in virtually every European country. One of the key markets where we have a strong position is the UK. Indykpol’s exports account for over 30% of Polish turkey meat exports to this market. Thanks to our partners, our products find their way to shops, hospitals, restaurants and, at Christmas time, to the festive tables of the British people.
We are also the only manufacturer from Poland that can boast of exporting to North American countries.
We also have tremendous experience in exporting our meat to Asian countries, including the Chinese market, to which we shipped nearly 250 containers of turkey meat in 2019. Unfortunately, due to the outbreak of avian influenza in Poland at the beginning of 2020, exports were halted. We are currently awaiting the resumption of exports to this market, and hope is raised by the recent visit of the President of the Republic of Poland to China, during which an agreement on regionalisation was signed with regard to the sale of poultry and meat, with the aim of allowing the free export of Polish poultry. Our customers are looking forward to resuming cooperation.
How has 2023 affected the export of your products?
2023 was an extremely difficult year, mainly due to the global turmoil caused by the COVID-19 pandemic and the ongoing war in Ukraine. This conflict had a direct impact on the international market, contributing to destabilising trade and increasing inflation, which affected production and transport costs. We also struggled due to the influx of cheap meat from Ukraine, which led to price pressure in European markets.
2023 also saw a decline in demand for meat, linked to the rising cost of living in many countries, particularly in Europe, where consumers were more cautious in their spending.
Despite these challenges, we have tried to respond flexibly to changing market conditions, focusing on maintaining relationships with our partners and distributors.
What are the biggest challenges associated with exporting food products to overseas markets?
The biggest challenges associated with exporting food products to foreign markets today are protectionism and economic nationalism, which are gaining ground in many countries. The rise of protectionist tendencies leads to the introduction of trade barriers that impede the free movement of goods and limit access to foreign markets. In addition, the short shelf life of chilled meat poses a further challenge in terms of international logistics.
In response to these difficulties, we have started work on implementing a new product category dedicated to our export customers
Rafał Serek, Export Director at INDYKPOL S.A.
– slow-cooked meats. These products are quick to prepare, convenient and have a much longer shelf life than traditional chilled meats. We are currently implementing several advanced projects in this category and we hope that slow-cooked products will meet with great interest among European consumers. We believe that this new segment will allow us not only to expand successfully, but also to increase our competitiveness in the face of dynamic market changes.
Do you rely on working with local distributors or do you look for other ways to enter a particular market?
Working with local distributors is usually the best solution for us, as they are very familiar with the specifics of a particular market and have an extensive network of contacts. This type of partnership allows us to better understand our customers’ needs and tailor our offer to local expectations.
We take a project-based approach to each new market. Before making key decisions, we try to gather as much information as possible about the local economic, cultural and legal conditions. This allows us to better understand the specifics of the market in question and adapt our strategy.
How has the COVID-19 pandemic affected your export business?
The COVID-19 pandemic has had a huge, even destabilising, impact on our export business, particularly because of our cooperation with the HoReCa / FoodService channel. It is these sectors, which are key customers for our products, that virtually came to a standstill during the pandemic. Global restrictions, restaurant closures, hotel closures and travel restrictions resulted in an almost complete freeze of this market segment, which significantly affected our export performance.
In addition, the pandemic triggered a general economic slowdown and increased uncertainty among consumers, which directly translated into reduced spending. Many households began to cut back on their purchases, especially in the more expensive food category, which includes turkey meat. Consumers, fearing for their economic future, began to choose cheaper alternatives, which affected the decline in demand for our products, both in domestic and export markets.
We managed to survive this difficult time and quickly adapted to the new realities.
What characteristics do you consider important for successful cooperation with foreign trade partners?
Firstly, relationality, as strong and lasting relationships with business partners help build trust and facilitate communication.
The second important quality is credibility. Partners need to be confident that commitments are delivered as agreed.
Timeliness is another key element, as meeting deadlines is the foundation of effective cooperation.
The COVID-19 pandemic has had a huge, even destabilising, impact on our export business, particularly because of our cooperation with the HoReCa / FoodService channel.
Loyalty to partners and the common pursuit of long-term goals strengthens cooperation and creates a solid foundation for future activities.
Accountability on both sides increases efficiency and minimises the risk of conflicts, while transparency is key to maintaining open communication allowing problems to be resolved faster and misunderstandings to be avoided.
Last but not least, availability, which boils down to quick response to queries and flexibility to adapt to changing market conditions, is an equally important trait.
All these qualities form a solid basis for effective and fruitful cooperation with foreign trade partners.
What are your plans for the future in terms of expansion into new markets? Do you have any specific countries or regions in mind?
Our plans are multifaceted and based on meticulous monitoring of the situation both in the European countries with which we are most closely associated and in global markets.
Our activities focus on keeping up to date with the trends, needs and potential of the various markets. We also seek to actively influence the actions of the authorities by identifying markets with high growth potential.
Our aim is to build a solid presence in countries that offer the best growth and development opportunities for our business.
In July this year, the process of transferring 100% of INDYKPOL S.A. shares to Drosed Holding S.A. was completed. How will the change of ownership affect the company’s operations?
We are an integral part of Drosed Holding S.A., part of the French LDC Group, a leader in the poultry industry. This opens up opportunities for growth, innovation and access to new markets.
Our day-to-day business relationships, contracts, procedures and operational contacts remain unchanged. As the Indykpol Capital Group, we invariably declare our full commitment and readiness to maintain the highest standard of cooperation and involvement in joint projects.
Thank you.
Garantissez la fraîcheur de vos produits avec nos solutions réfrigérées.
Green marketing versus greenwashing
Sustainability, supporting and protecting the environment and raising consumer awareness is a strategy that accompanies many producers. How is green marketing perceived by consumers in Poland?
Nowadays, many companies rely on environmentally friendly packaging and products, responsibly sourced raw materials and certify their actions with appropriate certificates. All this must be accompanied by transparency, as greenwashing carries considerable risks, including, above all, a loss of consumer confidence.
It started innocently...
Since the topic of environmental protection took over the internet and became ‘fashionable’, companies have faced a huge challenge: how to meet modern consumer expectations while remaining profitable. However, when the theme of green change was taken up within the structures of the European Union, earlier considerations gained momentum and initial declarations became legal obligations.
The first clear harbinger of a change in the perception of our impact on the environment was a protest by a Swedish teenager – Greta Thunberg – who, in 2018, turned the eyes of the world to the problem facing
the planet. While previously numerous documents, conferences and countless scientific papers had addressed the issue of climate change and made very serious allegations about the world’s green policies, it was only the teenager’s vulnerability that made such a huge impression on observers that theorising began to be turned into action.
A right that has become a privilege
And so, environmental thought has travelled an unimaginably bumpy road from a silent problem to a globally publicised ‘to be or not to be’. This is how, among other things, the European Green Deal came about. It is a decades-long action plan for sustainable development for all European countries. It aims to make Europe the world’s first climate-neutral continent by 2050.
Legislation now requires companies to reduce their carbon footprint in the atmosphere, or to source energy from renewable sources instead of fossil fuels. The EU acts
prescribe specific levels of change, but companies are trying to change their operations and management methods to not only meet the legal targets, but even go one step further. In this way, this ‘green’ law has become a privilege, an invaluable bargaining chip in the race for customers.
Greenwashing, that is…?
Being eco is now a source of pride, a boast, but also an invaluable marketing tool in the race for customers. This is confirmed by the opinions of consumers themselves, according to a survey commissioned by the Polish Chamber of Organic Food as part of the campaign ‘Switch to eco – look for the Eurolist’. As many as 89% of respondents indicated that, when shopping, they pay attention to whether a product has a positive impact on the environment.
The trend towards eco has, of course, resulted in the birth of greenwashing. What is this phenomenon? It is commonly referred to as ‘greenwashing’. It is the use of ecology to promote products that are not necessari-
ly produced in harmony with the environment. However, this is not always intentional. Sometimes producers are misled by suppliers or intermediaries. Even so, the responsibility lies with the final distributor, as he should have the knowledge to verify certificates, quality standards, etc.
Furthermore, among other things, Polish regulations on organic farming and production impose penalties for the misuse of the ‘bio’ or ‘eco’ label. It is not allowed to mislead consumers and misrepresent products as organic.
The informed consumer
Access to information means that the modern consumer is not easily fooled. The latest Kantar study ‘Sustainability Sector Index 2023’ shows that many consumers distrust the claims of manufacturers and service providers. As many as 52 per cent of respondents indicated that they had encountered false information about a brand’s alleged positive actions at least once.
The Kantar survey also checked which product categories raise the most concerns among consumers. High scorers included meat products (58%), clothing and footwear (57%) and motor vehicles (57%).
Real changes
Sustainable production involves a huge number of aspects affecting the final result. One of the most important is product packaging. It is not just about the type of raw materials used, but also about the increasing use of recycled materials. New technologies have proven that plastic can largely be recovered and reused. A breakthrough in Europe is also becoming apparent with the use of caps attached to packaging – which are also a legal requirement. The aim behind the legislation is to reduce plastic waste and make it recyclable.
Companies that live with the spirit of sustainability seek to invest in new production lines, adapted not only to new standards, but also ensuring lower energy consumption or using renewable sources. Some companies are also choosing to introduce technologies that reduce emissions of carbon dioxide and other greenhouse gases. These European standards call for a 90% reduction in CO2 emissions by 2040 compared to 1990, a huge step towards climate neutrality within the next decade.
The certifications used by manufacturers are also not insignificant. Among other things, they can confirm the organic pro-
The latest Kantar study ‘Sustainability Sector Index 2023’ shows that many consumers distrust the claims of manufacturers and service providers.
As many as 52 per cent of respondents indicated that they had encountered false information about a brand’s alleged positive actions at least once.
duction of ingredients. And this must meet a number of stringent conditions.
Polish companies are increasingly betting on green marketing. This fact is appreciated not only by the younger generations, but also by older consumers. Customers are demanding more and more and their awareness is growing. A pure label is no longer enough. The whole company must be involved in being eco-friendly at all levels.
Dariusz Goszczyński, President of the Management Board of the National Poultry Council – Chamber of Commerce
Poland accounts for about one-fifth of EU poultry meat and offal production. What is the position of our country on the European and global poultry market?
Poland is currently the largest producer of poultry meat in the European Union. We are also the world’s third largest poultry exporter with 1.8 million tonnes. By comparison, Brazil sells 4.4 million tonnes and the United States 3.3 million tonnes. This is undoubtedly a huge success for Polish breeders and the processing industry.
How are exports of domestic products currently performing? Where are Polish products most popular?
Our main customers are European Union countries, but we are seeing a very strong interest in Polish poultry meat around the world. On 24 June 2024 in Beijing, in the presence of the heads of state: President of the Republic of Poland Andrzej Duda and President of the People’s Republic of China Xi Jinping, documents regulating cooperation between Poland and China on access of Polish food – including poultry – to the Chinese market were signed. In turn, in July 2024, Japan lifted the export ban on poultry meat and egg products from all Polish provinces. In August 2023, after months of consultations, an agreement was reached to allow Polish poultry to enter the Philippine market. In June, we returned from a trade mission to South Korea and are looking forward to allowing our plants to export to this market. We are also pleased with the recent decision by the South African authorities to lift the export ban.
International trade fairs are very important events in the calendar of many food market sectors. What are the objectives of participation in such meetings? How do you promote Polish poultry abroad? What aspects do you focus on most strongly?
All the above successes would not have been possible without participation in trade fairs and economic missions, of which the National Poultry Council – Chamber of Commerce is an active participant. Participation in trade fairs is a strategic investment that brings multidimensional benefits, from brand building, establishing relationships and attracting customers, to developing innovations and strengthening competitiveness
New Markets Open for Polish Poultry Exports
How is Polish poultry perceived in other countries?
Polish poultry is valued worldwide for its high quality and attractiveness in terms of price. Food safety issues are also important. Successive audits of countries interested in buying Polish poultry confirm that it is produced to the highest standards and under appropriate supervision of veterinary services. Our success is also the result of wise investment by domestic companies in building state-of-the-art production facilities in Europe and around the world, which guarantee the production of the highest quality goods.
Ecology and poultry production – how is the industry meeting its sustainability goals?
The poultry industry actively contributes to the objectives of sustainable development through technological innovation, optimisation of production processes, management of natural resources and attention to animal welfare.
Modern poultry farms are increasingly investing in technologies that save energy, such as LED lighting systems, automation of production processes and heat recovery systems. Efforts are being made to reduce CO2 emissions, e.g. by reducing the use of fossil fuels, promoting renewable energy sources (biogas plants, solar panels), and by improving feed efficiency, which reduces GHG emissions. The industry is also adopting precision farming technologies that allow all aspects of production, from animal health to resource consumption, to be accurately monitored and managed, increasing efficiency and reducing environmental impact.
What are the challenges and threats facing the poultry industry?
The biggest pains of the poultry sector are related to the ill-considered actions of the European Union. Unfortunately, more and more often EU institutions are taking decisions that deprive EU producers of their competitiveness, while at the same time this does not apply to all countries and companies that sell their goods to the EU. This was the case with the EU opening its borders to Ukrainian goods, which resulted in an uncontrolled influx of poultry meat from Ukraine. This is ruinous for the sector as we have no chance of competing with a product that is produced without the obligation to meet a number of costly EU standards.
The second example concerns the worrying solutions proposed under the EU’s Green Deal policy. Following the radical recommendations for applying maximum stocking densities and limiting the growth rate of broilers will result in a 70% reduction in the production of poultry meat in the European Union, and the remaining 30% will be produced at such high costs that only a small part of the population will be able to afford to buy it.
Thank you.
PRO-ECO ACTIVITIES
We strive for energy self-sufficiency
We already have our own:
• sewage treatment plant
• solar farm
• biogas plant
• heat recovery installation
GFS Poland: Leading the Gluten-Free Revolution
GFS Poland isn’t just meeting market trends – it’s shaping them. From supporting athletes with gluten-free diets to expanding into the HoReCa and online sales channels, the company is positioning itself as a leader in both product quality and market presence. We talk with Anna Kalita, Marketing Director and Co-owner of the company.
GFS Poland creates products suitable for people with gluten intolerance, but also other food allergies. How is the gluten-free food market shaping up at the moment?
Today, the gluten-free food market is growing rapidly due to increasing health awareness. GFSP is constantly innovating to meet the growing demands of consumers. New products are more diverse and attractive in terms of taste and texture. Consumers are looking for products that meet their individual dietary needs, prompting us to offer more personalised options. In this way, gluten-free products are becoming part of the wider functional food market, which aims to support healthy lifestyles and consumer wellbeing.
What is the production chain testing system like? How is product quality controlled?
Our company is IFS certified and has the crossed ear mark. The production chain testing and quality control system is very advanced. External audit, regular laboratory tests, production audit, supplier selection, staff training, quality tests. As part of the HACCP system,
critical control points are monitored throughout the production process to prevent and eliminate risks. This ensures not only safety and high quality of the products, but also the confidence of consumers, who can be assured that Incola products meet the highest standards.
GFS Poland produces dozens of products in the following categories: bread, flour, cakes, flakes, pasta, muesli and snacks. Are you planning to expand your portfolio?
Of course, we are working on expanding our product portfolio to respond even better to our customers’ needs. We plan to introduce new products, including functional foods to meet specific dietary requirements, such as keto or high-protein products.
The INCOLA brand bagel with flaxseed won 1st place in the competition for the Best Crossed-Out Product of the 19th International Day of Coeliac Disease. What makes your products stand out?
Tasty! Incola products are simply delicious!
Anna Kalita, Marketing Director, Co-owner of GFS Poland
especially in the gluten-free segment. First and foremost, there is a growing interest in functional foods – consumers are increasingly looking for products that not only satisfy hunger, but also have a positive impact on health. Protein-rich products enriched with vitamins, probiotics or fibre are increasingly popular. At GFS Poland, we are also working on offers that meet these expectations.
What are the biggest challenges facing the bakery and pastry industry?
The bakery and pastry industry is currently facing some major challenges that are shaping our daily operations and long-term strategies. Consumers are increasingly paying attention to the health and quality of the food they eat. The growing interest in gluten-free, low-sugar or organic products is forcing producers to adapt their offer. At GFS Poland, we are constantly working on new products to meet these changing expectations. Investing in modern production technologies is another important aspect. In order to increase the efficiency and quality of our products, we need to constantly track and implement innovations.
Products from your portfolio are not only found on shop shelves, but also in the HoReCa channel. How do you assess the development in this channel?
We view the development of our presence in the HoReCa channel (hotels, restaurants, catering) very positively. We see a growing demand for gluten-free products not only in retail, but also in catering. Restaurant customers increasingly expect gluten-free options, so it is important for us to offer a wide range of products to meet these needs. Restaurateurs and hoteliers are finding that being able to offer gluten-free dishes is becoming an important part of their offer, helping them to attract new customers.
Yes, supporting athletes and sporting events is a very important part of what we do. We work with people who not only achieve great sporting results but are also an inspiration to others. One example is Joanna Mazur, a blind runner who struggles with coeliac disease. Joanna is not only successful on the treadmill, but also demonstrates that a gluten-free diet is not an obstacle to excellent athletic performance. We are proud to support her on her journey to success. We also support Ewa Jagielska, Polish half-marathon champion, who also successfully follows a gluten-free diet. Through such collaborations, we not only promote a healthy lifestyle, but also draw attention to the importance of a proper diet in achieving sporting success.
What is the position of GFS Poland on the European market? Do you have plans for further growth?
We are planning further growth both in the European market and beyond. Our strategy includes not only geographical expansion, but also the expansion of our product portfolio, including the introduction of new categories related to functional foods. We want our products to be available to anyone who needs a gluten-free diet, regardless of which country they are in. We are also increasing our presence in the online sector, which opens new opportunities for international sales.
What are GFS Poland’s plans for the future? What do you plan to focus on?
We also plan to develop our presence in the HoReCa and e-commerce channel to be even closer to our customers. Further digitalisation and the development of online sales are key elements of our strategy for the future. We are also focused on sustainability, so we plan to introduce eco-friendly packaging and invest in more sustainable production processes.
Thank you.
Day , W
BEST PRODUCT WITH THE CROSSED GRAIN SYMBOL 1st PLACE
S pl y y my ! 91 t h International
Magdalena Łysoń, Vice President of the Management Board, Eurowafel
EUROWAFEL’s Gluten-Free and Vegan Range
EUROWAFEL is a company with a long tradition... What is the history of the company?
We are the leader in the baked wafer industry in Poland. The beginnings of this tradition dates back to our grandmother, she was the one who first baked wafers by hand. Later on, my mother took care of the baking, and the company in its current form has been operating for 12 years, and I run it together with my brother. It is definitely a family business. Today, the product range is not only baked wafers, our portfolio also includes puffed rice, buckwheat, corn or spelt wafers. For the last 2 years we have been strongly developing a new brand called Moonsy, these are unbaked chips made from lentils or rice, or like the current novelty from potatoes. This product is definitely a response to the needs of the market, with qualities such as 50% less fat, the Crossed Grain symbol – a gluten-free product or the high protein content of the lentil line. Our company is about continuous development while respecting tradition.
What makes your offer different? How does it fit in with current nutritional trends?
Top quality is our priority, taste, a simple label and the best raw materials are the elements that definitely distinguish our products. We create products for the consumer, we listen and analyse. To meet market demands, we have state-of-the-art machines for wafer production and packaging. We are expanding our range to include gluten-free, vegetarian, vegan, sugar-free or high protein products. Both baked and expanded wafers are perfectly in line with current trends. Our premise is clean label, we don’t add sugars to our wafer production, we lower the fat content, and we create products that we ourselves want to eat. We look for solutions for the youngest as well as for older consumers, and we have a lot of proposals that depend on individual tastes.
On which markets are EUROWAFEL products available? Which countries do you intend to reach with your offer in the future?
At present, products are available in all chains in Poland. For the past 3 years, we have regularly appeared at major trade fairs to present our offer. Outside Poland, our products can currently be found in the Czech Republic, Slovakia, Lithuania, Latvia, Germany, the Netherlands, Hungary, the UK and Belgium. We are strongly focused on Europe, where we want to strengthen our position and expand our markets; these are our plans for the next two years. Looking at the export activity in perspective, we obviously have an appetite for more.
What is on offer in the foreign market? What can you offer?
Taking care of our export customer’s needs, we participated in the Own Brand Fair in Amsterdam this year. The offer is broad and often individually personalised. For the foreign market, we offer a wide range of products that we adapt to local tastes and needs. We are open to suggestions and ideas. Our factory and warehouses are located in Zator, a convenient location in terms of transport. I believe that the highest production standards backed by the IFS certificate, or the long-standing cooperation with chains in terms of our brand or private labels, are also important for our partners.
What investment/development plans do you have for the future?
We plan to continue investing in the development of production technology, increasing production capacity and introducing new, innovative products. We are committed to continuously improving our products and adapting our offer to the changing needs of consumers. We are open to new markets and business opportunities. Apart from that, we remain ourselves, Eurowafel is first and foremost a company of people and we keep this in mind.
Thank you.
The alcohol market in Poland
The spirits market has seen an increase in value in the difficult year of 2023, but this does not mean that Poles have bought more spirits. For most sub-categories, the time proved challenging. What will the future bring? Optimism is noticeable – but not in every industry.
The previous year was not an easy one. Increased costs of doing business, excise duty hikes, rising production costs, raw materials, packaging and inflation took their toll on the spirits market, which grew slightly in value due to the necessary price increases.
Expenditure vs. sales volume
As NielsenIQ’s Anna Wagner admits, 2023 is proving to be an even more difficult year than the already challenging 2022. „Each of the sectors, whether beer, spirits or wine, have seen larger volume declines than last year. What’s more, the sales value of beers and spirits is no longer growing as fast as in 2022, suggesting that rising prices are no longer able to compensate for volume declines,” says Anna Wagner, Client Business Partner. As CMR’s Roman Szymanda admits, rising prices, falling volumes have resulted in, among other things, a reduced in-store offering, which had been growing quite regularly in earlier years.
According to NielsenIQ1, Poles spent nearly PLN 50 billion on alcohol in 2023. Among the categories, we spent the most on beers and ciders, as much as PLN 22.9bn, which is 7.8% more than the year before. Spirits are next in terms of spending, with PLN 22.5bn spent, 2.8% more than in 2022.
However, a rise in spending does not reflect the situation in the industry, as a whole, as sales volumes in most of the categories have seen declines.
Small-format shops of up to 300 sq. m play a major role in the sale of spirits. In a multi-year perspective, they are essentially the most important channel – generating as much as 77% of the number of transactions and 67% of the sales value. CMR data from 2023 reports a sales volume decline of just over 8% for this channel. In contrast, the value of sales increased by more than 3%.
Beer is fighting the battle against inflation
Recent years have been very difficult for the beer industry, which is facing declining
demand and reduced consumer sentiment. „Unfortunately, it is difficult to look for optimistic forecasts for the future, as the downward trend in the beer market, initiated in 2020, continues,” says Bartłomiej Morzycki, General Director of the Union of Brewing Industry Employers – Polish Breweries.
Beer in 2023 saw the largest decline in sales volume across all shop formats. „This decline is primarily driven by, the largest group – unflavoured alcoholic beers (-6.1%). Only unflavoured alcoholic beers can boast growth in terms of sales volume and double-digit growth in sales value. The boom in flavoured beers, especially alcoholic beers, is no longer visible in 2023. The stable sales volume of flavoured ciders seems to be a relatively good result and the sales value steers the total sales of the category,” admits Anna Wagner of NielsenIQ.
Small-format shops generate as much as 80% of the number of beer transactions. „2023 was certainly a relatively difficult year
The most purchased beers in Poland in 2023 were Żubr (Kompania Piwowarska), Tatra Jasne Pełne (Grupa Żywiec) and Harnaś (Carlsberg) – all products in a non-returnable 500ml bottle.
here, suffice it to mention that beer prices compared to other spirits increased in percentage terms to the greatest extent. The year 2023 therefore ended with a negative volume result of more than 8%,” – says Roman Szymanda, Product Development Manager at CMR.
Last year in the beer category small-format shops were also characterised by stabilisation in terms of the offer. „While a positive development trend practically prevailed in most channels in previous years, the average offer in 2023 was comparable to the previous year, at around 125 variants. In comparison, small-format shops up to 300 sq.m offered customers at the highest point of the season an average of 115 products in 2020 and 120 in 2021,” – Roman Szymanda explains.
Against the entire category from the perspective of data from small-format shops, the biggest decline was in flavoured beers, which until now, together with non-alcoholic beers, were the beer segments that grew most significantly. „Non-alcoholic beers have done relatively well, but their volumes have also fallen slightly. These developments resulted in the strengthening shares of the largest beer segment in Poland, namely lagers. In terms of price segments, there has been a change in that the growth in shares of premium beers has slowed down, while the importance of the mainstream segment has increased,” says CMR’s Roman Szymanda.
According to CMR, the most purchased beers in Poland in 2023 were Żubr (Kompania Piwowarska), Tatra Jasne Pełne (Grupa Żywiec) and Harnaś (Carlsberg) – all products in a non-returnable 500ml bottle.
„There is no doubt that the beer market has been hugely impacted by inflation hitting Poles’ wallets and the beer price increases dictated by it, which have averaged 16% – and this has had a significant impact on sales volumes. It is hardly surprising that consumers are taking a closer look at their expenditures and resigning from those not on the list of „necessities”. It is worth adding that consumption has fallen not only at home, but also in the catering industy, which accounts for an important part of sales. When talking about the situation in the beer market, one should also not forget about the ever-increasing excise duty, which rose by 10% in 2022 and will be increasing by a further 5% each year from January 2023 to 2027. These factors significantly weaken the beer market, which is an important link in the Polish economy,” – Bartłomiej Morzycki of ZPPP – Browary Polskie comments.
Pure vodka loses out on percentages
Vodka is another liquor sub-category that has seen a decline in sales in the previous year. „We are concerned about another
slowdown in production and sales, which we have already seen in 2023 anyway, especially in the pure vodka market. According to CSO data, sales of spirits in the first three quarters of the previous year were down by as much as 11.2%, and production of pure vodka fell by 16.91% compared to the same period in 2022,” – admits Emilia Rabenda, President of the Board of the Association of Employers of the Polish Spirits Industry.
Vodka, according to NielsenIQ, accounts for ¾ of the sales value in the entire spirits sub-category. As such, it defines what happens in the entire spirits segment. „After a 2.6% decline in 2022, we bought 6.3% less of it in 2023. Flavoured vodkas are holding back the decline of standard vodkas somewhat, but they themselves are no longer as popular as they were in 2022.” – Anna Wagner points out.
Pure and flavoured vodkas, according to the CMR, are largely bought in convenience stores. Small-format shops of up to 300 sq. m are responsible for 85% of the sales value of flavoured vodkas and 70% of the sales value of pure vodkas.
What did 2023 look like in terms of sales in this shop format? „Here the scenarios were different, because while both segments declined in 2023 in terms of volume, the decline in pure vodkas was much deeper, at a level as high as 12%, with a level of – 4% for
flavoured vodkas (for the small-format shop channels of up to 300 sq. m).” – Roman Szymanda points out.
The situation is slightly different in these two segments in terms of price. „The increase in excise duty translates to a lesser extent to flavoured vodkas than to pure vodkas, due to the lower alcohol content,” – adds the CMR expert. In the case of flavoured vodkas, moreover, a long-term trend of decreasing alcohol content can already be seen. CMR data shows that flavoured vodkas with an alcohol content of 30% or more in 2020 accounted for well over 90% of the sales volume, in 2023 only just over 30%. However, as much as 54% is the sales volume of flavoured vodkas with an alcohol content of 28%, while 11% are flavoured vodkas with less than 28% alcohol content.
Small-format shops in 2023 reduced their offer to customers, which for pure vodkas averaged more than 34 variants (down vs. 2022 by more than 1 product) and for flavoured vodkas around 62 variants per shop (down by 2 products vs. 2022).
According to CMR, among pure vodkas in Poland, the most frequently purchased products in 2023 were Żubrówka Biała 40%, 500 ml (CEDC) and Żołądkowa Gorzka Czysta de Luxe 40%, 500 ml (Stock). However, in the group of flavoured vodkas, the situation is more varied. Small volumes dominate the volume rankings, with Żołądkowa Gorzka (Stock), Cytrynówka Lubelska (Stock) and Soplica Pigwowa (CEDC) the most popular brands.
Strong alcohols did best
Another category, whisk(e)y, after a difficult 2022, managed to bounce back in 2023 and closed the year with increases in both value and volume. As NielsenIQ’s Anna Wagner admits, this success is mainly due to Irish whiskey, as well as American whiskey. Scotch whisky ended 2023 slightly below the sales volume of 2022. „Flavour variants overall did not play a significant role. Brandy and cognac also did not experience the significant
The most frequently purchased pure vodkas in 2023 were Żubrówka Biała 40%, 500 ml (CEDC) and Żołądkowa Gorzka Czysta de Luxe 40%, 500 ml (Stock).
declines they experienced in 2022, but unlike whisk(e)y they failed to improve on last year’s result. Their sales volume still fell in 2023, but only by 0.6%, of which brandy alone only fell by 0.3%.” – explains an expert from NielsenIQ.
Gin and rum, along with whiskey, are still the ‚green islands’ with sales growing not only in value but also in volume. „The rationalisation of spending and denying ourselves, in the first instance the ‚for pleasure’ category is also affecting these spirits. The growth rate of gin and rum is almost half that of 2022. Unlike other alcohol categories, flavoured variants are doing well here. In the case of gin, they mainly steer the outcome of the entire category. In the case of rum, they are also enjoying double-digit growth, but this is still a small group, accounting for less than 10% of sales of the entire category,” explains Anna Wagner.
Tequila, despite threatening giants such as vodka and whisky in Western markets, especially in the United States, is still one of the smallest categories in Poland, growing only in terms of sales value.
In small-format shops up to 300 sq. m, the situation is quite different. Whiskies and bourbons are a sub-category in which small
format shops fight for first place with discounters, so their sales are not so concentrated in a single sales channel. The CMR for retail shops up to 2,500 sq. m reports an approximate 4% decrease in sales volume for this segment compared to 2022. Sales value, on the other hand, increased year-onyear by 2%. „On a positive note, December 2023 (December for whiskey has always a spectacular sales increase against the whole year) was slightly better in volume terms than December 2022,” – Roman Szymanda of CMR explains.
According to the institute, the leading brands in 2023 in this product group were Ballantine’s (Pernod Ricard), Jack Daniels (Brown Forman) and Johnnie Walker (Diageo).
Brandies and cognacs are another alcohol segment for which 2023 ended with a volume result around 9% weaker than 2022 in the retail shop channels of up to 2,500 sq. m. CMR reports that for small-format shops the decline was even stronger, exceeding 15%.
Wines ended the year with a recovery
According to NielsenIQ, the sales volume of wines, like beers and spirits, declined even more in 2023 than in 2022. „Howev-
er, unlike the other industries, they manage to improve their value performance. Looking at wine sales by price segment, we see a very good performance of premium wines. However, they account for less than 14% of sales volume, so not enough to offset the declines, especially in the economy segment. Delving deeper into wine types, the stable sales volume of table wines in the current circumstances is a very good result. However, sparkling wines are experiencing declines. Reassuringly, however, the prosecco boom continues. Asti and cava are also doing very well. It is the sales volume of Igristoje that is almost half of what it was in 2022.” – Anna Wagner admits.
In the case of wines, or rather their most important segment, still wines, quite a lot of sales take place in discounters (in the MAT period Q3 2023 they generated 44% of the sales value and their share is growing). According to CMR, still wines in 2023 in the channel of retail shops of up to 2,500 sq. m recorded a decline of around 8%, compared to 2022.
The range of wines on the market is very wide. Individual shops obviously offer mostly red wines, followed by white wines and the least rosé. „Customers can find from around 30 variants on the shelves in small-format shops, to almost 100 variants in larger shops (supermarkets or discount shops),” – Roman Szymanda of CMR mentions. The most popular brands among Polish consumers last year were Carlo Rossi (CEDC) and Fresco (Ambra).
The most popular wine brands among Polish consumers last year were Carlo Rossi (CEDC) and Fresco (Ambra).
When it comes to sparkling wines and champagnes, the brands most frequently appearing on Poles’ tables are Martini (Bacardi Martini), Dorato (Ambra) and Mionetto Prosecco (Henkell). However, we also drank less bubbly in 2023.
Magdalena Zielińska, President of the Employers’ Association of the Polish Wine Industry Council confirms: a challenging period is behind us, as with galloping inflation in the background, the ongoing war across the eastern border, and changing consumer choices. „This has required players in our industry to prepare and adapt their offer accordingly – to the economic situation, as well as to the needs of customers. In 2023, we saw declines in sales – consumers were clearly forced to forgo spending to meet more priority needs. However, the end of the year saw a marked recovery. December is always the hottest time, and this was also the case this year,” admits Magdalena Zielińska.
volumes of the already discussed flavoured vodkas, whiskey, but also rum or liqueurs, have fallen relatively less in 2023, as these are declines of no more than 5%. „In fact, the only exception that breaks out of this negative trend is drinks, but this is a segment that slightly exceeds only a 0.1% share in volume and 0.2% in the value of spirits sales,” – Roman Szymanda points out. According to CMR data, however, the growth rate exceeds 13% by volume and 24% by value. Leading the way in the small-format shop channel of up to 300 sq. m. (which accounts for 70% of the drinks sales value) are Jack Daniel’s & Cola (Coca Cola) and Jim Beam & Cola (Stock) brands.
A specific group is non-alcoholic beverages. Excluding non-alcoholic beers and sparkling beverages for children, they still occupy a small fraction of the sales value – just over 0.1%. „The growth dynamics are significant, up to 40%, with wines of different segments
Drinks and non-alcoholic variants strengthen the whole industry
Against the backdrop of the aforementioned alcohol subcategories in small-format shop channels up to 300 sq. m, and therefore the most important for many of them, the
(from sparkling to still to vermouth) contributing the most, but also non-alcoholic gins,” – says the CMR expert.
Image of the future
For spirits producers, 2024 unfortunately does not promise to be an optimistic year.
We fear another slowdown in production and sales, which we have already recorded anyway in 2023, especially on the pure vodka market.
„We fear another slowdown in production and sales, which we have already recorded anyway in 2023, especially on the pure vodka market,” says Emilia Rabenda, President of the Management Board of the Employers’ Association of the Polish Spirits Industry.
Among other things, the industry is concerned about further cost increases and the development of the grey market. „The significant increase in energy costs and the excise duty hike of 5% in 2023 have already caused a noticeable increase in the price of spirits and we are convinced that this will not stop there. The announced regular excise duty increases of 5% in the following years will certainly not be conducive to stopping this trend. For the spirits industry, the price increases will mean lower purchase volumes and reduced investment in the development of the increasingly high-quality products. For consumers, it will be a strong impulse to move to the grey market. As a result, everyone will lose out. Legal alcohol producers, the state budget and, of
Inflationary pressures and rising excise duties are key factors that could influence the decline in sales volumes in the alcohol category.
course, consumers, who will start to consume larger quantities of suspicious quality spirits from unknown sources, which may contain highly poisonous methanol and glycol, as well as residues of denaturants, which may pose a serious threat to their life and health,’ explains Emilia Rabenda.
Kamil Gębski, Vodka Marketing Director at CEDC International, also sees a number of challenges in 2024. „Inflationary pressures and rising excise duties are key factors that could influence the decline in sales volumes in the alcohol category. Increased production costs and taxes may require adjustments to pricing strategy and the search for efficient operational solutions. Additionally, changing consumer preferences and evolving trends may challenge producers, requiring them to constantly innovate and adapt their offer to the changing market,” – says Kamil Gębski.
The beer industry, on the other hand, is optimistic about the future. „Despite the difficult situation and uncertainty, we are
counting on 2024 to bring a halt to inflation and rising production costs, as well as an improvement in consumer sentiment. We are pinning our hopes on the sporting events planned for this year (including the European Football Championships), which are usually conducive to increased beer consumption,” – admits Bartłomiej Morzycki from the Association of Brewing Industry Employers –Polish Breweries.
A positive attitude also surrounds the wine industry. „Consumers seemed to be bouncing back from the time of crisis and we assume that this is a harbinger of a good 2024. For the wine market, the potential for growth is still very high,” says Magdalena Zielińska.
Paweł Gąsiorek, CEO of PSA Wine House, also sees many positive factors driving the economy. „Inflation has basically died out, or at any rate is hardly felt. Of course, that doesn’t mean that all the problems have disappeared, because prices have gone up a lot in the last year and it will take some time before consumers get used to this and earnings catch up with price increases. The zloty has stabilised and made up for the losses to the euro and the dollar, which is good news for the importer. We also soon have an influx of EU funds, which will boost the economy and consequently strengthen market demand. So, the outlook is good and I think it will be a good year. The only thing that could change the landscape is the external situation. The world today is not very predictable,” says Paweł Gąsiorek.
Undoubtedly, the alcohol industry as a whole will face many challenges. Among them, uncertainties about the global situation. „Various events could lead to a major political and economic crisis. In our backyard, the lingering topic of online wine sales is annoying. Paradoxically, the ban hits the premium segment the hardest, i.e. not at all the one responsible for the increase in alcohol consumption. Buyers are keen to search for luxury products from well-known brands, such as shoes, handbags, etc., on the Internet, because they can find bargains there or copies that are hardly available. The same applies to rare spirits. You can’t buy them in a
Emilia Rabenda, the Employers’ Association of the Polish Spirits Industry
Kamil Gębski, Vodka Marketing Director at CEDC International
neighbourhood shop. Regulating online sales could bring a big boost to this segment,” emphasises Paweł Gąsiorek.
In turn, as Grzegorz Bartol, Vice President of Bartex Bartol, points out, the biggest challenge for the industry will be to adapt to changes in consumer preferences and behaviour, who will become increasingly aware and demanding about the quality, origin, composition and nutritional value of products. „The industry will also have to face competition from other countries and regions,” adds Grzegorz Bartol.
Consumer expectations
Changes in sales in the spirits market in 2023 have already hinted somewhat at changing consumer choices. Strong alcohol consumed mostly in its pure form is giving way to lighter variants and those consumed more in drinks. The spirits market is seeing a nod towards the premium category. „Polish consumers are definitely looking for higher quality products, new flavours and are more likely to choose spirits with lower alcohol content, for example in the form of cocktails. It is in the premiumisation of the market that producers saw the greatest opportunities for growth in the industry, but the decline in the consumption of legal products and the shift of consumers to the grey market may completely halt these positive trends in spirits consumption,” predicts Emilia Rabenda, CEO of ZPPPS.
The spirits market will undoubtedly benefit from products with a unique DNA, a tradi-
tional recipe and top quality. On top of that, in packaging that emphasises this character, e.g. a bottle made of thick glass, engraved elements, a label with graphics referring to historical roots – all with the aim of highlighting the unique character and uniqueness. Consumers are increasingly guided in their choice by the story behind the product. They pay attention to the ingredients and the method of production.
The growth of the craft vodka category is already huge. „Every year dozens of new Polish labels appear. The trend has been taken advantage of by large corporations pretending to be small producers. It used to be exactly the same with beer. I have 10 years of experience with the launch of the craft collection of Dwór Sieraków Vodka. In addition to regular production, once a year we launch short series of alcohol aged in Bordeaux barrels, most recently from Château Kirwan. Despite the high price per bottle, we have no problem with sales,” admits Paweł Gąsiorek President of the Board of Dom Wina PSA.
A renaissance of cognacs is also predicted. „Interest in them may come on the wave of whiskey’s popularity. Like whiskey, alcohol is matured in casks. Cognacs have a complex flavour and aroma, a rich history, a noble origin. This is where I see the potential. Behind cognac, the market may also open up to armagnac and calvados,” supposes the president of Dom Wina
Among wines, light wines – with lower alcohol content, whites and rosé – will be of partic-
ular interest. „We also expect the trend for bubbly to continue – not only prosecco, but also other types of sparkling wine, by which I mean cava, asti or champagnes. We are also hoping for a good year for cider. The flavoured variants that appeared on the market after the change in the rules governing production have clearly caught the interest and taste of consumers. There are many indications that this category will continue to develop,” mentions Magdalena Zielińska, President of the Polish Wine Industry Council Employers’ Association.
Paweł Gąsiorek, on the other hand, draws attention to niche spirits. „A good example is sherry, specifically one brand called Tío Pepe from the González Byass winery, which is a fino (dry) sherry. This is one of the most famous wines in the world, the number one brand in many countries, and virtually absent in Poland until a few years ago. The potential of the New World is running out a little. We no longer see any growth in sales of wines from these regions. On the other hand, Europe is making a comeback in a big way. From the New World, California continues to sell well, but others, such as South Africa, are stagnating. Perhaps the wines from this market have already reached their maximum,” says Paweł Gąsiorek.
Alcohol consumers are also increasingly appreciating the possibilities of creating cocktails or combining spirits with food. When it comes to cocktails, minimalism and surprising combinations have emerged among the trends for 2024 in this area. Classic cocktails with a minimalist twist will make a comeback. Which also means a nod to quality instead of quantity. Another trend is the use of local, seasonal ingredients. Meanwhile, among the most surprising combinations has emerged the use of ‚umami’ flavour, a flavour described as ‚brothy’ or ‚meaty’. This means adding the essence of meat or ingredients that are associated with cuisine, such as olive oil, mushrooms, tomato juice or potato stock.
Inflation is slowing down and consumers are slowly regaining their optimism. However, this does not mean a lack of challenges, as there will certainly be plenty of them. The end of reduced VAT on basic products from the beginning of the second quarter, as well as the unfreezing of energy prices may painfully remind some of the continued need to save. The alcohol industry needs to arm itself for another challenging year.
INNE BECZKI: 10 Years of Craft Beer
Inne Beczki is a small craft brewery in Poland’s large beer market. This year marks your tenth anniversary. How has the journey been?
Ten years ago, the beer revolution in Poland was just starting to gain momentum. There were a few breweries, exclusively contract-based, that sought to introduce the Polish audience to the advantages of craft beer. It wasn’t an easy task, as the Polish market, one of the largest in Europe, was dominated by global brewing corporations. However, such a large market had enough enthusiasts eager to participate in the beer revolution and try its fruits. As a result, a significant number of homebrewers and brewers from large and medium-sized breweries took on the challenge. Additionally, there emerged a group of individuals with ideas for beer, branding, or distribution, who decided to introduce their products to the market. Inne Beczki was one of them.
A blend of passion for beer and experience from the gastronomic market formed the foundation for our first productions, which were commissioned to Czech and regional Polish breweries that already had significant spare production capacity. From the beginning, Inne Beczki aimed to brew beers that not only met the challenges of the revolution but were also acceptable to a broader audience. The distinctive aesthetics of our labels, the inspiring beer names, and the context in which we positioned our consumers contributed to our beers being
appreciated not only for their flavor but also as a symbol of a lifestyle.
This lifestyle was a key element in a successful crowdfunding campaign, which helped us gather a substantial group of active supporters around the company. Although the amount raised only covered part of the technical documentation for the brewery, the ambitions it sparked led to the creation of our own brewery. In addition to ambition, capital was needed, and we managed to gather it. Investors continue to develop the brewery, which now has the largest production capacity among craft breweries. This allows us to meet the purchasing needs of retail chains, export, and also to lend our capacity to contract breweries.
For the past six years, we’ve been brewing beer in our own brewery, ensuring its good technical condition and continuous development. We’ve built a very solid foundation for further growth.
What do you consider your successes and failures during this time?
Our greatest success is that we built our brewery and have consistently strengthened our market position. The time we started in wasn’t the easiest. Our first batches were brewed in September 2018, and we spent the following year learning about the new situation, production, and working with suppliers and contract breweries. We refined our recipes. But above all, we built a team of people for whom the brewery
Tomasz Banaszkiewicz, CEO, Browar Błonie
is not just a workplace but a place where they fulfill their passions and ambitions. Building a competent, ambitious, and loyal team is our biggest achievement so far.
Our equipment allows us to brew and bottle around 50,000 hectoliters of beer annually, and with small investments, this can increase by 20,000 more. This is a significant and costly success, laying the foundation for further development. Today, Inne Beczki is one of the most recognizable brands in the Polish craft beer market. Several of our products have a permanent place in commercial offerings, thanks to a large and loyal group of supporters. We also deliver what the beer revolution demands—plenty of new releases. We’ve built brand recognition not only by satisfying taste expectations but also through the unique graphics on our labels. We were pioneers in this, and we’re pleased to note that, on the one hand, our design remains strong and is a key part of our identity, and on the other, many other breweries have followed our lead.
As for areas where we’re less satisfied, one would be the scale of our presence in the market. Although we are relatively well-established, it’s still not enough for us. We want to scale up to offer a top-quality product at great prices. We must also mention that less than two years after our brewery’s launch, we, like everyone, but especially our segment, were hit by the restrictions of the COVID-19 pandemic. Then, two years later, the war in Ukraine led to a crisis, heavily felt in Poland, resulting in a drop in demand and rising costs. These circumstances undeniably had a negative impact on our growth.
What does the craft beer market in Poland look like today?
The current state of the market is still heavily influenced by the events I mentioned earlier. But as is often the case, the strongest companies survived these crises. While contract breweries can maintain more flexibility in business, not bearing the costs of expensive infrastructure and staff, the drop in demand hit them faster than stationary breweries. Only those who managed to promote their brands well have remained.
Our market is still greatly influenced by large brewing corporations. Craft beer makes up about 1.5% of the Polish beer market. When we add the old regional breweries, though few remain due to consolidation, this segment increases to around 5%. The remaining 90% is dominated by corporations and large breweries that sit between regional and corporate scale. The rest is non-corporate imports. The main players dominate every segment of the market: in retail chains, gastronomy, and advertising space. We are left with finding consumers who value quality, promoting our methods and products on social media, and consistently advocating for the benefits of beers made without technological compromises.
Our market is still greatly influenced by large brewing corporations. Craft beer makes up about 1.5% of the Polish beer market. When we add the old regional breweries, though few remain due to consolidation, this segment increases to around 5%. The remaining 90% is dominated by corporations and large breweries that sit between regional and corporate scale.
As small producers, we have more difficult access to certain raw materials and supplies. We have virtually no influence on their prices and must accept decisions made by the big players. Poland’s energy market is one of the most expensive in Europe, affecting not only direct energy costs but also the prices of malt, transportation, and bottles. All this is happening in the context of declining beer consumption. Over the past few years, consumption has dropped by more than 10%, and while it’s coming down from a high level, this is little comfort.
Where do you see opportunities for further development?
The foundation of our development plans lies in our production capacity. This allows us not only to meet the expectations of major market players but also to stabilize our costs. On this foundation, we aim to build a greater presence in retail chains and offer our beers for export. We also continue to be a good partner for ambitious contract breweries.
We see opportunities in changing consumer preferences, particularly the shift towards non-alcoholic and low-alcohol beers. We are expanding our offerings in this segment and even launching a new line called NoLo, dedicated to this growing group of consumers. We want to offer not only a variety of non-alcoholic beers to satisfy even the most discerning tastes but also low-alcohol beers for those who appreciate taste and feeling better after drinking. We believe the NoLo segment will grow rapidly, and we plan to grow with it. For this group of beer lovers, we offer the motto: „Drink responsibly, tomorrow is another day.”
Thank you.
Are plant-based products winning the hearts of Poles?
The number of consumers consuming plant-based products is growing year on year. When it comes to changing eating habits - Polish society is following in the footsteps of its western neighbours. The range of products based on plant-based ingredients is growing on the Polish market, and producers are outdoing each other in preparing competitive goods.
The year 2024 has brought many changes, also in trends related to meat-free cuisine. Naturalness, simplicity, good ingredients and a ‚return to the roots’, i.e. eating vegetables, fruit, legumes and mushrooms, are priced. Experimentation is not at a premium. The cuisine must be seasonal, the label simple (e.g. two-ingredient), the dishes use local products, pursuing the „farm-to-table” concept.
Plant-based dairy substitutes
With more and more people reducing or completely giving up the consumption of animal products, plant-based substitutes are increasing on shop shelves. Not all plantbased substitutes are seeing a sales increase in small-format shops and supermarkets which is often due to poor availability, limited choice and high prices. There are categories, however, that are selling increasingly well even in these smaller shops, thanks to increased distribution and more affordable prices. „The greatest availability of these types of products are plant-based milk substitutes - currently one in two small-format shops and all larger format shops have them on offer. While customers of small-format shops can choose from an average of four variants of plant-based drinks, the range is much wider in supermarkets - an average of 12 variants. More manufacturers are entering the market and offering their products at attractive prices, so the average price per pack of milk substitute vegetable drinks in
small-format shops is virtually the same as a year ago. All this translates into an impressive sales increase - between January and November 2023, the number of packs of plant-based milk substitutes sold in small-format shops increased by 33%, while in supermarkets it increased by around 20%. It is worth noting that in small-format shops, for every 50 packs of milk sold there is one pack of plant-based substitute, while in supermarkets the ratio is already 30:1.” - reports Elżbieta Szarejko, CMR.
As Nikodem Pankowiak, Sales Data Analyst at CMR, points out, the value of sales of plant-based beverages in January-September 2023 in all shops in Poland increased by 36% compared to the same period a year earlier. The sales volume of the category increased by almost the same amount, 33%. Vegetable drinks can already be found in every second shop in Poland, and their availability is regularly increasing. The average price per litre was PLN 6.53. It is worth noting, however, a significant disproportion between the prices of private label products - their average price per litre in January-September 2023 was nearly PLN 5. At the same time, the average price of the Alpro brand (Danone) was PLN 9.66 per litre. Since, like other plant-based products, plant-based drinks are mostly sold in discount stores, private labels account for 62% of the total sales volume of plant-based drinks.
Plant-based meat substitutes
In the period January-September 2023, the value of sales of plant-based meat substitutes in all shops in Poland increased by 43% and this is not solely due to price increases. During the same period, the average price per pack increased by 10% to reach PLN 7.05. The most significant increase, by 20%, was in the price of vegetable cold cuts - PLN 5.48 per pack, while the price of vegetable burgers fell by 5% to an average of PLN 7.44 per pack. The three most important segments of the category are, in turn, plant-based kabanos/ parms/shellfish (25.8% share of the category’s sales value in January-September 2023), plant-based cutlets/balls (21.5%) and plant-based burgers (20%). As this is a category with sales generated primarily at discounters, private label products account for 36% of their sales value. Second place is occupied by Kubara (brand Dobra Kaloria) with a result of 15%, the podium is completed by Tarczyński, which achieved 10%.
A plant-based diet is already a lifestyle for many Polish consumers. Producers are consistently responding to these trends by expanding their portfolios to include vege products. Vegans, vegetarians and flexitarians therefore have an ever-increasing choice, even in small neighbourhood outlets the shelves with this type of assortment are growing.
Polish franchise trade in a period of change
Although in many cases the growth of franchise chains is slowing down somewhat, there is no doubt that the figure of 50,000 general merchandise outlets operating under franchise banners is within reach this year.
Compared to 2022, the number of shops affiliated to franchise and partner chains increased only slightly last year. However, one can see particular trends in this area already outlined over the last few years.
A hard franchise in reverse
On the one hand, there is a stagnation in the development of the so-called hard franchise network and even a clear decrease in the number of shops operating under such systems. On the other hand, there is a clear increase in the share of shops operating as a traditional soft franchise or even as part of partner networks in the total number of affiliated shops. A classic example of this is the Chorten Group, which has been characterised by the most spectacular quantitative growth over the last few years, and closed last year with a further three hundred shops joining its structures.
The thesis of growing interest in part-
ner networks or soft franchises is confirmed, among others, by the Podlasie Eden chain. Although the number of its participants has not grown as fast as in the case of the Chorten Group, Eden has been characterised by steady and stable growth over the last few years, conducting a consistently friendly policy towards its franchisees. Małgorzata Pogorzelska, Director of Purchasing and Promotion at the Eden chain, emphasises that the essence and competitive strength of the chain vis-à-vis retailers is primarily the franchisees’ ability to retain their full autonomy. „We do not impose on our partners the wholesalers designated by the network, believing that if we provide the most favourable purchasing conditions with our wholesale partners, the network participants will reach for such an offer themselves. Furthermore, our franchisee does not pay any participation fees or face any penalties. This is how we have been operating for years and this has not been changed by the network’s entry
into the Topaz company structure, which does not interfere in any way with the network’s operating principles. All this has contributed to Eden’s success in recent years,” concludes Małgorzata Pogorzelska.
Leaders top
Another interesting phenomenon is that the main increase in the number of franchise shops is actually in the top ten largest Polish franchise chain brands and the largest operators. Apart from Żabka, which is a specific form of franchise and increased its number by more than 1,000 outlets, the largest growth is characterised by chains belonging to the Specjał Group. Operators such as Nasz Sklep, Rabat Detal or Livio acquired a net total of more than 1,370 outlets reaching a total of just under 13 thousand outlets clearly chasing the Eurocash Group, dominant in this respect for years, which manages around 15 thousand franchise outlets.
Specjał had even planned to reach the full 13,000 chain-associated outlets at the end of last year, which, however, did not fully materialise. Krzysztof Tokarz, President of Specjal, notes, however, that this is not a tragedy, as they still have the highest rate of quantitative growth compared to their competitors. „It should also be remembered that not only is the franchise offer on the market very rich, but there are fewer and fewer shops ready to participate in franchise chains. Competition from discounters or proprietary chains such as Dino and even convenience chains such as Żabka is causing more and more traditional shops to drop out of the market, despite our support. This is why, in addition to quantitative growth, we focus on the franchise chains by continuously making the franchise offer more attractive, so that it is competitive and provides the retailers with decent earnings. This is happening across all of our three chains - Nasz Sklep, Livio and Rabat Retail. In addition, there is clearly growing interest from retailers in our Market Plus banner offer,” emphasises President Tokarz.
Some people are in trouble
Despite the significant growth in the number of retail outlets at a significant proportion of operators, there are still a number of chains that are either stagnating or characterised by a decline in participants. These chains are mostly in the phase of searching for their identity in a changing and increasin-
gly competitive market. This is the case of the Top Market, Intermarche or SPAR chains, among others.
Eurocash Group is also looking for opportunities to further develop its franchise and partner networks. For years to date, it has been the largest operator on the Polish franchise market, but for several years it has had difficulty in further increasing the number of shops affiliated to its networks.
Jan Domański, spokesman for Eurocash Group, emphasises that the strength of partner and franchise shops is their diversity. Within the network, Eurocash Group has, among others, proximity supermarkets with a wide range of fresh products or small-format shops with a customer-specific assortment.
„While building Eurocash Partner Networks over the last almost two years, we have so far focused largely on B2B relations, i.e. on the best possible offer for retailers (including ABC, Groszek or Euro Sklep shops). However, observing market changes, competition and consumer behaviour, we decided that we also needed to deepen B2C relations. The creation of the ‚Moje Sklepy’ umbrella brand is intended to make it easier for outlets cooperating with Eurocash Group to better compete with their rivals, equipping them with brand new tools and supporting them in managing their individual approach to the format. As part of these activities, consumers received, among other things, a new ‚Moje sklepy’ application and new brochures, different for each brand, taking into account their
specific characteristics and customer group. In summary, we are focusing both on a good product offer for the shops and on better communication with consumers,” informs Jan Domański.
Significant changes, in connection with the implementation of the new Delikatesy Centrum 2.0 strategy, have also taken place in this most consumer-oriented franchise chain on the market belonging to the Eurocash Group. Shops under this brand are being developed with the broad participation of franchisees and in a balanced profit-sharing model. The chain’s existing differentiators play an important role in the strategy: the fresh produce category, personalised service and an attractive assortment including the expansion of private label and regional product offers. The goal for Delikatesy Centrum is to become number 1 in the segment of proximity supermarkets in Poland and to further develop this format to make it attractive to both the franchisee and the customer. However, it should be remembered that the chain is only slightly more than half franchised, as more than 700 outlets operating under this banner are Eurocash Group-owned shops.
This year, the barrier of 50,000 general merchandise outlets operating under franchise chains will certainly be overcome despite the fact that competition is increasing in this market. However, if the large operators overcome the current organisational crises, there will also be a new impetus for growth in this market.
Trends Shaping the Egg Industry in 2024
You are one of the largest producers of table eggs and egg processing products in Europe. What trends are most prominent in your industry?
The year 2024 brings many opportunities but also challenges for the egg market, requiring producers to be flexible and respond quickly to changing conditions. The continuing threat of avian influenza, fluctuating production costs, changing consumer preferences, global trade dependencies are key trends that will shape the market in the coming months. The industry needs to prepare for dynamic changes and adapt its strategies to maintain stability and meet consumer needs – both in terms of fresh eggs, liquids and egg powders.
We are noticing a growing interest in powdered eggs in the consumer market. This type of product is great in the home kitchen as a semi-finished product in baked goods, but also as a source of high-quality protein for those leading active or more athletic lifestyles.
From the point of view of consumers of table eggs, the colour of the eggs they buy is also an important trend. We are seeing that the trend towards brown eggs is slowly giving way to white eggs. White eggs are extremely valued by Americans, they believe that only such eggs are safe. This trend will also be followed by more and more consumers in Western Europe.
Egg prices on global markets have been volatile for many months, and this situation can only intensify due to drought and other climatic factors. In addition, wheat selling prices are forecast to rise, which will affect feed and egg production costs, as cereals are a key ingredient in laying feed, and feed in turn accounts for roughly 70% of egg production costs.
What challenges do egg producers and processors face? What developments do you see?
The Polish egg production market has been following a path of responsible development for years, with an emphasis on alternative methods of rearing laying hens. Despite the changes brought about by the transformation, we maintain the stability of production, at the same time ensuring the availability of high quality food at an affordable price.
One of the biggest challenges currently facing the industry is avian influenza, which decimates flocks in the USA, Asian countries, Australia and also Western Europe every season. This recurring crisis situation not only highlights the importance of bio-insurance and strict health control, but also sheds light on the need for flexibility and adaptation in the face of global epidemiological threats.
In the approach to egg production, it is crucial to balance many aspects – from ensuring food safety to animal welfare to environmental protection. Polish producers set the bar very high for themselves, to the benefit of all of us as consumers and society. We can also be proud of the fact that the standards we apply in Poland are not obvious in other regions of the world – Polish food is appreciated above all because of its
quality, which results directly from the production technology.
When it comes to egg processing, the biggest challenge remains the dumping competition from outside the European Union. Due to the much lower quality of production, and thus incomparably lower costs, producers from non-EU countries offer eggs at prices with which EU farmers cannot compete. This applies to fresh eggs, but also to egg powders and liquids. In the area of processing, price differences are most pronounced. For example, on global markets, Ukrainian egg powders are offered at about 25% less than the cost of the raw material itself needed to produce powders in the EU.
The main trend in processing, on the other hand, is to open up to the consumer market, which we have already mentioned, but the B2B market still has huge potential. Considering the supply chains, egg powders are a good solution to emerging problems. Especially in the business sector, they can be the answer to combat the shortages and costs faced by processing or restaurants. This substitute is a product with a long shelf life. It is a minimum of 24 months and, in the case of albumin powder, as long as 36 months. And this is without the use of preservatives.
You work with contractors from both Poland and other European countries. Which countries do you work with?
The Wozniak Group, in particular Wozniak Farms and Eggs Product, cooperates with contractors from over 40 countries worldwide. We have business partners throughout Europe, Asia as well as in the Middle East. We are also seeing growing interest in our eggs and processed products in Africa. Poland has huge export potential as one of the main hubs for egg production, but also for processing and transport. We are constantly researching and exploring various export routes, for example we have opened up the Singapore market for the entire industry.
Which customers do you target? How do you tailor your solutions to individual needs?
Our main customers are the largest retail chains, the FMCG industry, HoReCa and egg processors from more than 40 countries around the world. We are one of the largest producers of table eggs and egg processing products in Europe, operating for almost 40 years. High production potential, a stable market position and reliability of supply are the nature of our brand.
How do you see the future of the industry? What activities will you be focusing on in the coming years?
As the world moves towards a more sustainable future, the egg industry must continue to focus on effective collaboration and adapting to a dynamically changing world. At Wozniak Farms, we are aware of our role in this process and are committed to being a leader in ensuring food security, animal welfare and environmental protection, keeping in mind the needs and expectations of our consumers.
Thank you.
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KOWR NATIONAL SUPPORT CENTRE FOR AGRICULTURE YOUR PARTNER AND GATEWAY TO POLISH AGRI-FOOD INDUSTRY
Who we are
Polish governmental agency main body responsible for Polish food promotion centre for developing trade cooperation in the agri-food sector
What we offer
Polish national stands and trade missions at the biggest agri-food trade fairs all over the world
trade missions to Poland for foreign importers, distributors and representatives of retail chains
pitching sessions and B2B meetings (online and on-site) between Polish companies and foreign importers
webinars and online conferences for exporters and importers
business matchmaking services and opportunities to establish business contacts in the agri-food sector
KOWR
National Support Centre for Agriculture
Contact us:
Come and meet us in person at the main trade fairs all over the world!
Connect with top Polish producers, processors and exporters of agri-food products!
Explore innovative products and discover promising foodtech start-ups!
Join a trade mission and expand your network!
National Support Centre for Agriculture (KOWR)
Export Support Department
ul. Karolkowa 30, 01-207 Warszawa, Poland
T: +48 22 376 72 26
E: eksporter@kowr.gov.pl
We will find your next business partner in Poland!
Poland’s Agricultural and Food Product Export Performance in 2023
In 2023, there was an increase in the revenue generated from the export of agri-food products from Poland. The value of total agri-food exports from Poland in 2023 reached a record EUR 51.8 billion (PLN 236 billion) and was 8.1% higher than a year ago. At the same time, the share of agri-food exports in the value of all Polish exports increased from 13.8% in 2022 to 14.7% in 2023.
At the same time, imports of agri-food goods into Poland amounted to EUR 33.2 billion (PLN 152 billion) and was 3% higher than a year ago. The positive balance of trade amounted to EUR 18.6 billion (PLN 85 billion) and was 19% higher than in 2022.
Polish agri-food exports in 2023 were pro-growth influenced by the reduction, compared to 2022, of the negative impact of such factors as the costs of import supply, transport, energy and fuel. The development of Polish export continued to be supported by maintaining the price and quality competitiveness of the food products on offer, particularly on the EU market, and by the continuing demand for Polish agri-food products. At the same time, the generated income from foreign sales of agri-food products was supported by the progressing diversification of exports to non-EU markets and the ability of exporters to adapt their
assortment offer to the specific requirements of foreign consumers.
In 2023, Poland’s food exports were resilient to the poor economic performance of Germany, which is the largest recipient of Polish agri-food products.
However, the increase in the value of agrifood exports in 2023 was less dynamic than in 2022, due to the recorded price drops on the international food market, which translated into lower foreign trade transaction prices. At the same time, the tendency of appreciation of the zloty against the euro, had a negative impact on the price competitiveness of Polish agri-food products on the EU market. Not insignificant for Polish exports in 2023 was the liberalisation of trade with Ukraine introduced at the end of May 2022, which resulted in a greater supply on the EU market of Ukrainian agri-food products, constituting price competition for domestic products.
Geographical structure of exports of agri-food products from Poland
As in previous years, agri-food products were exported from Poland primarily to the EU market. In 2023, deliveries to EU countries generated EUR 38 billion (PLN 173 billion), which meant a 7% increase in value compared to 2022. The share of the EU market in food exports from Poland was 73%.
Exports to the EU were characterised by a significant geographical concentration in 2023. Germany remained Poland’s main trading partner. Export to this country in the whole of 2023 amounted to EUR 13.3 billion and was 11% higher than the year before. Exports to Germany were mainly tobacco products (EUR 2.2 billion, 56 thousand tonnes), fish and fish products (EUR 1.4 billion, 148 thousand tonnes), cereal grain (mainly wheat grain – EUR 452 million, 1.7 million
Polish foreign trade in agri-food products (EUR billion)
4,4
Eksport Import Saldo
Biura Analiz i Strategii KOWR
Share of agri-food products in the value of total Polish foreign exports (in %)
Wartość eksportu ogółem (mld EUR)
Total export value (billion EUR)
Wartość eksportu rolno-spożywczego ogółem (mld EUR)
Total value of agri-food exports (billion EUR) Share (%)
Źródło: opracowanie Biura Analiz i Strategii KOWR na podstawie danych GUS i Ministerstwa Finansów, 2023 r. – dane wstępne.
Geographical Structure of Polish Agricultural and Food Exports in 2023
Jednocześnie
Polski
(152 mld zł) i był o 3% wyższy niż przed rokiem. Dodatnie saldo wymiany handlowej wyniosło 18,6 mld EUR (85 mld zł) i było o 19% wyższe niż w 2022 r.
tonnes and maize grain – EUR 434 million, 1.7 million tonnes), poultry meat (EUR 881 million, 287 thousand tonnes), pet food (EUR 713 million, 288 thousand tonnes), bread and bakery products (EUR 712 million, 198 thousand tonnes) and chocolate and chocolate products (EUR 587 million, 95 thousand tonnes).
• Italy – EUR 2.5 billion, 7% increase in revenue; exports were mainly tobacco products (EUR 463 million, 24,000 tonnes), beef (EUR 438 million, 78,000 tonnes), fish and fish products (EUR 243 million, 22,000 tonnes), bread and bakery products (EUR 103 million, 20,000 tonnes) and cheese and curd (EUR 91 million, 22,000 tonnes);
• Czech Republic – EUR 2.4 billion, 9% increase in revenue; exports mainly of poultry meat (EUR 225 million, 83 thousand tonnes), bread and bakery products (EUR 203 million, 77 thousand tonnes), tobacco products (EUR 120 million, 8 thousand tonnes), pork meat (EUR 116 million, 29 thousand tonnes), pet food (EUR 113 million, 53.5 thousand tonnes), cheese and curd (EUR 104 million, 24,000 tonnes), chocolate and chocolate products (EUR 92 million, 20,000 tonnes), butter (EUR 80 million, 16,000 tonnes) and water and soft drinks (EUR 78 million, 149,000 tonnes).
EUR 1 billion, an increase of 9% year-on-year. The main products sold to Ukraine were pet food (EUR 97 million 53,000 tonnes), cheese and curd (EUR 87 million, 17,000 tonnes), chocolate and chocolate products (EUR 57 million, 13,000 tonnes), bread and bakery products (EUR 45 million, 11,000 tonnes), and coffee (EUR 44 million, 10,000 tonnes).
Traders exported EUR 870 million worth of agri-food products to the United States, up 13% year-on-year. The exports were mainly fish and fish products (EUR 165 million, 14,000 tonnes), chocolate and chocolate products (EUR 118 million, 11,000 tonnes), wheat grain (EUR 81 million, 318,000 tonnes), bread and bakery products (EUR 54 million, 7,500 tonnes) and fruit and vegetable juices (EUR 52 million, 29,000 tonnes).
In total, exports to the markets of these five countries (Germany, the Netherlands, France, Italy and the Czech Republic) generated more than EUR 24.4 billion in revenue, accounting for 47% of the value of agri-food exports in 2023.
In 2023, EUR 13.75 billion worth of agri-food products were exported from Poland to non-EU countries, 11% higher year-on-year. The main exports from Poland to non-EU countries were wheat (EUR 1.2 billion, 4.7 million tonnes), dairy products (EUR 1.1 billion, 550 thousand tonnes), poultry meat
Kingdom, Ukraine and the United States. In the case of the United Kingdom, the value of export to this country amounted to EUR 4.2 billion and was 14% higher year-on-year. The main exports to the UK market were poultry meat (EUR 584 million, 165 thousand tonnes), meat preparations (EUR 454 million, 108 thousand tonnes), bread and bakery products (EUR 339 million, 81 thousand tonnes) and chocolate and chocolate products (EUR 332 million, 75 thousand tonnes).
Revenue generated from agri-food exports to the Ukrainian market in 2023 exceeded
Noteworthy is the large increase in revenue generated from the sale of agri-food products to the Nigerian and Turkish markets. In 2023, exports of agri-food products to Nigeria reached EUR 402 million, representing an increase of more than 2.2 times in export value. Exports to the Nigerian market were mainly wheat grain (EUR 389 million, 1.5 million tonnes).
Revenue from exports to Turkey in 2023 increased 2.2-fold to EUR 389 million. The main exports to the Turkish market were beef (EUR 177 million, 33,000 tonnes), malt extract (EUR 52 million, 11,000 tonnes), and pet food (EUR 33 million, 18,000 tonnes).
Commodity
structure of exports of agri-food products from Poland
The commodity structure of Polish exports of agri-food products was dominated by meat, meat preparations and livestock. In 2023, the revenue generated from foreign sales of the aforementioned commodity group was 1% higher than a year earlier and amounted to EUR 9.9 billion, accounting for 19% of the value of all Polish exports of agri-food products.
Poultry meat (41.5% – EUR 4.1 billion), meat preparations (25% – EUR 2.5 billion), beef (22% – EUR 2.2 billion) and pork (8% – EUR 824 million) accounted for the largest share of the export value of meat preparations and livestock.
Commodity
Main customers for meat from Poland in 2023 and 2022 (thousand tonnes)
2023 2022
structure of Polish exports of meat, meat preparations and livestock in 2023
Source: Compiled by the Office for Analysis and Strategy of the National Support Centre for Agriculture based on data from the
The second position in terms of value with a 15% share in the export of agri-food products from Poland was occupied by cereal grains and cereal preparations, where total sales, compared to 2022, increased
by 15% to EUR 7.6 billion. In the whole of 2023, 13.6 million tonnes of cereal grains were exported from Poland for EUR 3.5 billion.
Within the export volume structure, wheat
Cereal grains and preparations 15% EUR 7,6bn (+15%)
accounted for 51% (7 million tonnes, nearly 2 times the export volume y-o-y), maize for 34% (4.6 million tonnes, up 17%), rye for 5% (0.7 million tonnes, up 54%) and barley for 3.5% (0.5 million tonnes, up 56%).
Polish foreign trade in cereal grains (in million tonnes)
ródło: opracowanie Biura Analiz i Strategii KOWR na podstawie wstępnych
Commodity structure of Polish grain exports from Poland in 2023
Exporters placed grain primarily on the EU market (8.3 million tonnes, 61% of grain exports). At the same time, 5.3 million tonnes of cereal grain was exported to non-EU countries, accounting for about
The main recipients of maize from Poland were Germany (1 678 thousand tonnes, 37% of this grain’s export), the Netherlands (1 222 thousand tonnes, 27%), and from outside the EU – Great Britain (430 Source: Compiled
39% of the export volume. In 2023, wheat grain was sold mainly to Germany (1 704 thousand tonnes, 24% of grain exports), Nigeria (1 465 thousand tonnes, 21%) and South Africa (820 thousand tonnes, 12%).
Geographical structure of Polish grain exports from Poland in 2023
Poland’s main customers for cereal grain in 2023 and 2022 (thousand tonnes)
Source: Compiled by the Office for Analysis and Strategy of the National Support Centre for Agriculture based on data from the Ministry of Finance, 2023. – preliminary data. thousand tonnes, 9%). The main direction of rye exports from Poland was Germany (486 thousand tonnes, 71% of rye export), barley – Germany (243 thousand tonnes, 51% of this grain export) and the Nether-
Foreign sales also included cereal products – mainly highly processed. In 2023, revenue generated from exports of processed cereal products (including flours, groats, malt, pasta, bread and bakery products) amounted to around EUR 4.1 billion, 17% higher than the previous year. An
the
Dynamics of change in the value of Polish exports of individual commodity groups in 2023 compared to 2022.
An increase in the value of export was recorded in most agri-food commodity groups.
recorded in most agri-food commodity groups. In addition to the previously mentioned product groups, there was an increase in the value of export of: tobacco and tobacco products (by 26%, to EUR 5.4 billion), sugar and sugar confectionery (by 20%, to
EUR 3.8 billion), fish and fish preserves (by 11%, to EUR 3.1 billion), as well as vegetables and vegetable preserves (by 14%, to EUR 2.6 billion) and fruit including preserves (by 2%, to EUR 1.8 billion). The export value of oilseeds and vegetable fats
was also higher, up 2% (EUR 1.7 billion), and coffee, tea and cocoa, up 1% (EUR 1.1 billion). The export value of dairy products decreased – by 9% (EUR 3.3 billion), fruit and vegetable juices – by 5% (EUR 0.8
lion) and spirits – by 9% (EUR 0.7 billion).
‚Powered by plants’ remains an important innovation theme
According to Mintel’s GNPD (Global New Products Database), in the five-year period ending July 2024, the share of global food and drink launches featuring vegan claims increased from 8% to over 9%, while plant-based claims grew from more than 1% to 3%. Looking specifically at the European market, the use of vegan claims rose from 12% to 15%. Meanwhile, the share of plant-based claims increased from 2% to over 3%. The key sub-categories accounting for the biggest share of vegan-friendly/plant-based innovation across Europe included meat substitutes, plant-based drinks, snack bars, juice and cold cereals.
Many consumers globally are interested in improving their dietary patterns; however, only a small fraction cite avoiding animal-derived foods/ingredients as one of the top
The plant-based movement continues to inspire global innovation, addressing the needs of health-conscious and sustainability-driven consumers as well as those seeking more variety in their diets.
factors impacting their purchasing decisions when shopping for food. Embracing the flexitarian mindset appears to be a stronger habit. For example, in France, 27% of consumers say that they limit their dairy intake occasionally, while only 7% admit to doing so all the time.
To expand their reach, more brands are encouraged to adopt the plant-based positioning as it serves as a more inclusive marketing platform and focuses on positive nutrition, appealing to both vegan and non-vegan audiences. Alongside leveraging the nutritional goodness of plants, affordability and taste should also be put front and centre. In the context of recent ultra-processed food (UPF) discussions, simplicity and transparency are both expected to impact innovation strategies as well.
Looking into the future, to reassure consumers about the healthiness of plant-based foods, a stronger focus on nutrient synergies between ‚at risk’ nutrients, such as iron and vitamin C, or calcium and vitamin D, will be essential. Brands should also continue to educate consumers on terms related to ‚protein quality’ and essential amino acids. For example, to boost the quality of protein from plant-based foods, grains can be combined with legumes as complementary proteins which, together, provide all essential amino acids. Another interesting area for development is the use of plant-based alternatives to animal-based ingredients in non-vegan formulations, as some of these can be seen as a more cost-efficient option. Aquafaba, for example, has been recognised as a promising egg replacer.
Honorata Jarocka Principal Analyst Mintel
tea confectionery distributor
Adalbert’s Sp. o.o. Bogutti Sp. z o.o.
35/37 Szyszkowa Street 02-285 Warsaw, Poland biuro@adalberts.pl sklep.adalberts.pl
Adalbert’s Tea embodies the highest quality of Ceylon tea, offering authentic flavours and unique designs for an unforgettable experience.
Adalbert’s journey began with a vision to create exceptional teas, which led the founders to Sri Lanka. In 2015, they introduced their first collection, featuring a signature golden elephant on the tin, which quickly became the brand’s hallmark. This collection was soon recognized for the highest quality, unique flavours and evoking an atmosphere exclusivity.
Driven by passion, quality, and love for Sri Lanka, Adalbert’s continually develops new flavours to meet the refined tastes of customers. With a strong position in the Polish market, the company is dedicated to expanding its distribution network internationally, making their exceptional tea accessible to more people worldwide.
Bogutti is a family company from Poland which specialises in manufacturing high-quality cookies and fudges. The company is thriving and expanding into new markets on many continents.
Our sales focus on export, which makes up for 60% of the sales’ value. Bogutti owns brands: La Gustosa, Weeksy, Tweett, Choco Gutti, ChocoFit, Cookies in American Style, Next, Free. It is also the significant supplier for retail chains, both in Poland and abroad. The products are valued for their quality, impecable flavours and also for being kosher and halal.
Brand Distribution Group is an international distribution group, which has been actively operating in the FMCG market for 30 years. It specializes in sourcing and distributing high-quality food and non-food brands. It cooperates with international and local retail chains and manufacturers all over the world. It operates based on its own stocks, modern technology and sales offices located in Poland, Spain, Great Britain, Germany, and Singapore. It employs nearly 200 people and communicates in 16 languages. It creates a modern organization providing its partners with a comprehensive product distribution service, security of transactions and continuity of logistics processes all over the world.
For over 30 years, we have specialized in producing iconic Polish cold cuts. We manufacture high-quality products, including those from the renowned Duda brand, in five production plants with a monthly production capacity of 10,000,000 kg. We are a leader in the meat industry and the fastest-growing company in the fresh food sector in Poland. Our product range is available in 40 countries worldwide, and each year, over 10,000,000 Poles purchase our products.
What sets us apart is our multi-billion scale operations and a fully integrated, modern, and unique farm-to-table production chain at the European level. The production of Cedrob Group, of which we are a part, encompasses feed preparation, integrated farming, and the production of meat, cold cuts, and ready-made meals.
EUROWAFEL
Sp. z o.o. Sp. k.
23 Władysława Grabskiego Street 32-640 Zator, Poland Export Department: +48 33 870 35 71 ext. 106 export@eurowafel.pl eurowafel.pl
Eurowafel is the producer of different sort of wafers. Since its establishment in 1984, it has developed over the years by investing in modern machines and innovative technologies.
On the one hand, we base our production on traditional recipes but on the other, we use innovative solutions to develop new productsas a response to constantly changing market expectations.
Eurowafel serves its Clients with high quality products by ensuring product safety according to IFS Certificate.
We use the best flour and only simple and verified ingredients. Combining tradition with the latest researches on health food, we implement new, light and healthly products that can be served in many ways.
EWA-BIS is a supplier of FRESH FRUITS and VEGETABLES. The company has over 36 years of experience in international business. We sell in Poland and all over EU, in the Eastern European market as well as overseas to Africa, Asia and North America. We know what the power of quality is and our work is all about delivering high-quality fruit and vegetables. We care about food safety, which is why we implemented IFS standards and the majority of our producers hold GlobalGAP certificates and Integrated Production Certificates.
Grupa Woźniak is a Polish family company founded in 1986 and specializes in eggs and eggs processed products. The Grupa includes the Fermy Woźniak company, a Polish pioneer in table egg production with operations globally, and Eggs Product, a manufacturer of high-quality egg-processed products with cutting-edge technology. Fermy Woźniak offer includes:
- white/brown eggs
- breed: barn / free range/cage
- size: S / M / L / XL
Grupa Woźniak produces high-quality and technologically advanced egg-processed products.
Incola – a Polish gluten-free brand. Prepare delicious and safe meals, and do not let the elimination diet constrain you. We make everyday life easier and more varied for those on gluten-free diets and with food allergies. Taste, health and safety – this is what we have prided ourselves on since 2011. Anyone looking for alternative and interesting products is invited to the table. We go for safety. Firstly – we have the IFS Food Certificate. The company’s quality policy is based on a system of controlling the entire production process, as well as the suppliers of all raw materials used in the plant. Secondly – all Incola products are certified by the Polish Coeliac Society. The licensed symbol informs that the products are safe, and that the gluten content does not exceed 20 ppm.
Goodvalley was founded nearly 30 years ago with a clear mission: to produce high-quality food without compromising our natural environment. This conviction led to the creation of the Goodvalley brand, which emphasizes the importance of origin, quality, and taste. Our portfolio features premium meat products, made with clean ingredients and free from artificial preservatives or flavor enhancers. Nearly three decades ago, we pioneered the “field to fork” production model, allowing us to oversee and impact every step of the process—from cultivating crops and producing feed to animal husbandry, meat processing, and biogas production. By blending tradition with innovation, Goodvalley represents the forefront of modern Polish agriculture and sustainable meat production.
Indykpol is a modern brand with over 30 years of experience in the market, offering products made from turkey meat. The company offers a wide and complementary range of products, including turkey meat and preserves such as sausages, hams and pâtés.
Indykpol is an integral part of Drosed Holding S.A., which is part of the French LDC group, a leader in the poultry industry.
The Indykpol Group is the largest organization of poultry companies in Poland, specializing in turkey breeding and fattening, as well as the production and sale of turkey meat and turkey meat products.
The company takes full responsibility for every stage of production, from feed manufacturing to store shelves.
Indykpol holds the following certificates: BRC, IFS and HALAL CORRECT.
Inne Beczki is a company born from a passion for beer and extensive experience in the gastronomic market. Our journey began with collaborations with Czech and regional Polish breweries that had available production capacity. From the very start, our goal has been to create beers that not only meet the challenges of the craft beer revolution but are also accessible to a wide audience. The distinctive aesthetics of our labels, the inspiring beer names, and the context in which we present them make our beers appreciated not only for their taste but also as a symbol of a lifestyle.
(KRD-IG) is the largest poultry organisation in Poland. It associates over 100 members from such fields as: farming, breeding, hatching, commercial production of poultry and eggs, processing and trade of poultry meat, its preparations and eggs, poultry feed production, related production, scientific and educational activities associated with the poultry sector. Members of KRDIG have a nearly 70% share of the national market and a nearly 90% share of the export. KRD aims at developing and modernizing the Polish poultry industry, at protecting the interests of poultry farmers and producers and poultry meat processors, their integration, representing the national poultry industry before national and non-governmental organizati ons.
Established in 2006, Mastermedia has become one of Poland’s leading exporters of 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.
PPH Maxpol Sp. z o.o.
251 Rolnicza Street Dziekanów Leśny 05-092 Łomianki, Poland
maxpol@maxpol-targi.com.pl maxpol-targi.com.pl
Maxpol 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.
Dairy Cooperative MLEKPOL in Grajewo 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.
The global presence and reach of the MOKATE Group are impressive. Operating in multiple countries, including Poland, the Czech Republic, the United Kingdom, Slovakia, Hungary, South Africa, and Dubai, and exporting their products to nearly all countries worldwide, demonstrate the company’s international success. This extensive distribution network reflects MOKATE’s adaptability and competitiveness in the global market. It’s clear that they have effectively expanded their brand internationally. Maintaining a family-owned status can have several advantages, including a strong sense of tradition, shared values, and a long-term perspective.
PPUH Cold Sp.J.
6 Łany Street
32-700 Bochnia, Poland
+48 14 611 15 80 cold@cold.pl cold.pl
COLD est un fabricant polonais leader d’équipements de réfrigération et de restauration, reconnu à l’échelle nationale et internationale. Nos installations modernes, notre personnel qualifié et notre expérience garantissent des produits de haute qualité. Nos équipements fiables, économes en énergie et durables se distinguent par un design attrayant et un éclairage efficace, parfaits pour les magasins, cafés et stations-service. Soucieux de l’environnement, nous utilisons du fréon sans substances nocives et des matériaux écologiques. Nous détenons des certifications de qualité et de sécurité, et exportons vers de nombreux pays. Notre savoir-faire, nos prix compétitifs et nos délais de livraison courts garantissent la satisfaction des clients.
The company SERTOP is one of the leading manufacturers of processed cheese on the Polish market. The company has more than sixty-year tradition of producing high quality products based on proven recipes while maintaining strict quality control. It uses only natural ingredients without any preservatives and colorings. SERTOP offer includes more than 20 flavors of processed cheese in a variety of formats, such as: round boxes, cubes, bars and sausages.
SERTOP sells its products to the Polish market and the markets of the European Union and the United States, Canada, countries of the Middle East, South Korea. The company is certified BRC Global Standard Certificate and IFS (International Food Standard).
Sokołów S.A.
22B Bukowinska Street 02-703 Warsaw, Poland
+48 22 521 33 00
export@sokolow.pl sokolow.pl
SOKOLOW S.A. is one of the largest meat producers in Central and Eastern Europe and one of the industry leaders in Poland. The SOKOLÓW brand is one of the most valuable Polish brands, appreciated by consumers, which is confirmed by numerous awards and distinctions. The Group consists of 8 production plants as well as 4 subsidiaries. We produce the highest quality meat, processed meat products as well as plant based products. We offer certified halal production of beef meat and processed beef products. Production is carried out in accordance with the requirements of recognized international standards IFS and BRC. All plants are ISO14001 certified. We export our products to around 40 countries.
Vobro
Sp. z o.o. Sp.K.
78 Podgorna Street
87-300 Brodnica, Poland
+48 56 493 28 51
export@vobro.pl vobro.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.).
Wielkopolski Indyk is a unique expert in the market of turkey meat. High quality meat means high quality products. Since 56 years the company has been benefiting from the tradition, while maintaining the craft nature of products and modern technology. Wielkopolski Indyk is a company integrated in a chain from farm to fork. The company grows high quality plants, owns feed-mill, turkey farms, slaughterhouse and modern processing plant specialising in: sliced cold cuts, convenience, sausages, long-ripening, sous-vide.
The quality of products has been appreciated by: HACCP, BRC, IFS as well as HALAL certificate.
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
100% Polish ham wieners
Duda Premium Chicken Paste
Available in a convenient tube – Duda Premium Chicken Paste – is the brand’s response to current consumer trends towards light, conscious eating, while also being quick and easy to use.
This innovative product takes consumers to a higher level of taste, offering three flavors to choose from: classic, with boletus, and with chili. www.PASTADUDA.pl
Enjoy the traditional taste of Goodvalley’s 100% Polish ham wieners, made from prime Polish pork and natural spices. Delicately textured and naturally flavored, they satisfy even the most discerning palates. For a protein boost, try our Proteina+ sausages — high in protein, reduced in fat, and with no added sugar, offering nutrition without compromise.
www.GOODVALLEY.com
Duda High Protein Line
High-protein products, such as chicken fillet sausages and sliced cooked chicken, are among the fastest-growing FMCG categories. Consumers appreciate the Duda High Protein line not only for its taste and the guaranteed quality of the raw ingredients – Polish chicken raised in a „farm-to-table” system – but also for the addition of olive oil and the absence of added sugars in the product composition.
www.CEDROBFOODS.eu
Silesian and White breakfast sausages
Goodvalley’s Silesian and White breakfast sausages are made from 100% Polish meat with no preservatives or artificial additives. Perfect for lovers of traditional, high-quality flavors, these sausages are ideal as a snack or a nutritious, light meal for breakfast or brunch.
www.GOODVALLEY.com
Slow-cooked (Sous-vide) meat
• cooked for a few hours in vacuum packaging at a temperature of approx. 85°C
• quick and easy to prepare – 25 minutes
• tasty, tender and juicy
• aromatic – spices and herbs penetrate deep into the meat
• full of preserved nutritional values
• with a long shelf life of 90 days
Perfectly composed mixtures of herbs and spices, as well as various marinades are used in Sous vide/Slow-cooked meats.
Quality of breaded and tempura products prepared by our company 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
SOKOLIKI MORTADELA
Pork product, homogenized, steamed. Sausage in a barrier casing. www.SOKOLOW.pl
SOKOLIKI PARÓWKI
DROBIOWOCIELĘCE
Poultry and veal product, homogenised, smoked, steamed. An excellent choice, served cold or hot. www.SOKOLOW.pl
Moonsy potato chips
Explore a new flavour with Moonsy potato crisps! Unfried, gluten-free and with 50% less fat than traditional potato crisps - the perfect choice for those who care about themselves. These delicious snacks are a source of potassium and perfect for vegetarians. Choose your favourite flavour: Italian pizza to take you to the heart of Italy, or Asian hot paprika to spice up any moment. Get the full flavour of Moonsy.
www.EUROWAFEL.pl
Re-pasteurized wieners
At the customer’s request, we re-pasteurize already packaged VAC products. This technology gives us longer shelf life.
www.WIELKOPOLSKI-INDYK.pl
Polish poultry meat
Polish poultry meat can successfully compete with the offer of world leaders by: competitive pricing – which you can expect from Polish producers and which becomes the key factor, when the product is of impeccable quality in relation to the price; exceptional quality and taste, resulting from full control of the production process “from farm to fork”; wide selection of poultry products: chickens, turkeys, geese, ducks and other types of poultry, offered as fresh meat: carcasses and different cuts (available also as frozen meat) and offal and preparations.
www.KRD-IG.com.pl
Pumpkin Spice Latte
Mokate Pumpkin Spice Latte will surprise you with its unique combination of flavors. A coffee drink with a velvety foam, it perfectly blends with the intense aroma of pumpkin and subtle notes of warm spices. This is a great option for those who appreciate originality.
www.MOKATE.com
Toffee Nut
The creamy Toffee Nut Latte blends the rich flavors of caramel and roasted nuts. Its velvety texture with a layer of creamy foam is pure comfort in a cup. Ideal for those crisp autumn evenings when all you want is to relax and enjoy the cozy vibes!
www.MOKATE.com
INNE
BECZKI – Jinx – New England nonalcoholic
Squint your eyes. Pleasant texture, characterful gooseberries, white fruit harmony. The vine generously bestows: bunches of sweetness, a basket of fruity prey. Let’s say it together, three, two, one.... Features: bitterness at a medium level, aroma reminiscent of a frozen grape shake.
www.INNEBECZKI.pl
Discover the classic collection of Ceylon teas by Adalbert’s Tea
No one makes tea like we do! Adalbert’s Tea offers the highest quality Ceylon tea, crafted with passion and expertise, committed to authenticity and purity. Sourced directly from Sri Lanka, our teas are hand-picked for the finest quality. Each cup reveals rich, unique aromas and flavors. The elegant packaging adds a special touch, captivating with its beautiful design. Our teas have become a beloved part of the daily ritual for many tea lovers. Discover Adalbert’s Tea collections and enjoy pure love in every drop.
www.SKLEP.ADALBERTS.pl
INNE BECZKI – Alpha –OG Hazy non-alcoholic
Power, energy, freshness, crème de la crème, richness, vitality, balance. Exotic like tropical citrus; familiar like strawberries and blueberries. Intense juiciness in the New England style. Features: cloudy, smooth, reminiscent of juice in texture.
www.INNEBECZKI.pl
Discover the unique Adalbert’s Tea
Christmas Collection
Inspired by the beauty of nature and the rich culture of Sri Lanka, Adalbert’s Tea presents its Christmas Collection. Each blend is crafted with love, offering unique experiences. This holiday season, enjoy moments of tranquility with our exquisite teas, wrapped in elegant, warm designs. Adalbert’s Tea Christmas Collection is more than just tea; it’s an experience that transforms indulgence into cherished moments. Let our tea inspire you to warm your loved ones’ hearts with a gift to be treasured.
www.SKLEP.ADALBERTS.pl
Hamburger Buns
A golden bun sprinkled with golden linseed. Crispy when heated, perfect for breakfast, dinner, and hamburgers. These buns are a great choice for any occasion – healthy and delicious. With gluten-free hamburger buns, every meal becomes special. Packaging: 140 g (2 x 70 g). www.INCOLA.com.pl
Bagels with Linseed
A popular roll with a characteristic donut shape, sprinkled with crunchy linseed on top. A perfect choice for a healthy breakfast, loved by people all over the world. Delicious both warm and cold. Gluten-free bagels with linseed are a great alternative to traditional baked goods, offering full flavor and health benefits. Try them and discover how tasty a gluten-free diet can be! www.INCOLA.com.pl
Eggs & Egg Products
Eggs Product Company is a Polish producer of high-quality and technologically advanced egg processing products – powders and liquids, intended for the FMCG and HoReCa sectors, for the B2B sector profiled for the food market. Eggs Product brand is a part of Grupa Woźniak – a Polish family company established in 1986, specializing in eggs and egg products available worldwide. www.EGGSPRODUCT.pl
Table Eggs
Fermy Woźniak is a Polish family company with more than 35 years of experience in the production of table eggs. Ranked among the largest producers in Europe, it is also present in global markets. The company’s priorities have always been high product quality and respect for natural resources in optimizing the production process along with sustainable development.
www.FDW.pl
THE EVEREST SERIES
La série EVEREST est l’étagère la plus populaire de notre offre. Son design moderne attire l’attention des clients. Disponible en versions ouverte, à porte battante, à porte coulissante, surélevée et d’angle, EVEREST offre des configurations polyvalentes. Un équipement optionnel riche et des couleurs variées garantissent qu’elle répond à tous les besoins et préférences. www.COLD.pl
THE BALI SERIES
La série BALI est la vitrine parfaite pour les ventes en libre-servi ce. Son design élégant, son vitrage sur quatre côtés, ses couvercles en verre en option, sa rambarde et ses roulettes rendent BALI adaptée à tous les marchés. Idéale pour les promotions, mobile, facile à installer avec un angle d’affichage réglable. www.COLD.pl
Whey protein concentrate (WPC) powder 80
Whey protein concentrate 80 is a product obtained by the separation of the whey protein from the pasteurized liquid whey in the ultrafiltration process so that the finished product contains at least 80% protein. It can be used as a food additive and is a source of nutritional protein for supplementation. WPC 80 is widely applied in diet foods and in sport nutrition products. It can also be a substitute for eggs in many products. WPC 80 is used in the production of bread, baked goods, soups, creams, sauce premixes and in many types of meat. What is more, it is unflavoured and can be given any flavour or aroma.
www.MLEKPOL.com.pl
Processed cheese in slices 130 g SERTOP
Processed cheese in slices 130 g by SERTOP is a line of cheeses including popular flavors: Golden Emmentaler, Gouda, Cheddar, Toast, Gouda without lactose and with ham.
Mozzarella cheese block
Mozzarella is a cheese with a mild and delicate flavour. It is per fect for baking and, which is distinctive for it, after melting it becomes flexible and very stretchy, which makes it the most popular choice for making pizza. In combination with tomato sauce and basil leaves, it creates the classic taste of a timeless margherita, but it also builds a delicious composition with other ingredients. Mozzarella can be used in many dishes, such as casseroles, lasagne and pasta. Mozzarella from Mlekpol provides a unique Italian taste, because the product is made of the highest quality Polish milk from cows grazed in the cleanest regions of Poland. It is also an excellent source of calcium, valuable vitamins and minerals.
These are high-quality products manufactured on the basis of carefully selected raw materials. Processed cheese in foil packaging of the open-close type. The package contains 8 slices packed individually. They do not contain preservatives and they are a source of calcium. Sliced cheese works perfectly as an addition to sandwiches and as a stand-alone snack. www.SERTOP.pl
Let’s Rolls
Wafer rolls with chocolate cream
• Crunchy wafer
• Soft cream
• High-quality cream
• Net weight: 120 g
Wafer rolls with vanillia cream
• Crunchy wafer
• Soft cream
• High-quality cream
• Net weight: 120 g www.BOGUTTI.com
www.MLEKPOL.com.pl
Processed cheese in round boxes 140 g SERTOP
Processed cheese in round boxes 140 g SERTOP is a line of cheeses covering a wealth of various flavors offered solo and in flavor compositions as mixes. Creamy cheeses have a characteristic flavor and shape in the form of 17.5 g triangles. Selected raw materials and modern production technology. They are produced with attention to detail. They are packed in a practical round package with 8 cheese triangles with a strip that makes it easier to open each portion. They will diversify any breakfast.
