PU B LISHED SIncE 199 6 No. 230 /2015 :: www.polishmarket.com.pl
SPEcIAL EDITIOn
AnugA
2015
PARTnER:
T r a d e fa i r
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olish food has emerged as a new player in the world food sector, conquering markets from Southeast Asia, through the Middle East and Africa, to saturated outlets of Europe and the US. In a global economy, marked by the pursuit of the highest ICT and financial technologies, few countries have chosen to focus on such a “traditional” sector, and even fewer have been so spectacularly successful. The underlying force behind the global offensive of Poland’s food sector is its 40% increase in food production over the last decade. Poland is the fourth largest producer of milk in the EU, and its exports of cheese and other dairy products have exceeded EUR 1 billion. Poland is the third biggest producer of sugar in the EU, and despite the sector’s restructuring, its production capacity far exceeds the demand of the internal market. Poland’s poultry production tripled, consumption doubled, while exports are up to eleven times greater than in 2000 and represent 33% of the production. Poland is the EU’s fourth largest producer and the third largest exporter of poultry, with the value of exports of approx. EUR 1.5 billion, and is still gaining new markets in Asia and Africa. Poland is the EU’s third largest producer of cereals, second largest producer of potatoes and one of Europe’s largest producers, processors and exporters of rape – it shares the third place with Britain in production. The EU policy on biofuels has given a strong impetus for the development of these crops, becoming the fastest growing plant production segment. Poland is the fourth biggest producer of fresh horticultural products - after Spain, Italy and France, and the largest producer of apples, cherries, currants, gooseberries, raspberries, as well as cabbages, carrots and beetroots, and the second largest producer of strawberries, mushrooms, cucumbers and onions. Poland accounts for 45-50% of the EU’s output of apple juice concentrate. With a share exceeding 50%, we are also the EU’s leading producer of frozen fruits (strawberries, cherries, raspberries, currants, gooseberries, plums) and concentrated juices from soft fruit. We have grown into the second largest, after Belgium, producer of frozen vegetables. We are also the EU’s largest and one of Europe’s largest producers of sauerkraut, pickled cucumbers and dried carrots. These data are reflected in statistics. Poland is the world’s largest producer of currants, gooseberries and raspberries. It is the world’s fourth biggest producer of apples and fifth biggest producer of strawberries, cherries and carrots. Poland is the world’s second (after China) biggest producer of concentrated apple juice and the third (after the US and China) largest producer of frozen fruits and concentrated juices made from soft fruits. We are among the world’s largest producers of frozen vegetables. We are the world’s biggest exporter of frozen fruits, concentrated juices from soft fruits and the second largest exporter of apple juice concentrate. In the last few years, we have stayed ahead of China in the race for the leadership position in apple exports. But you will not grasp the revolutionary nature of the transformation of the Polish food industry unless you realise that it was only twenty-five years ago that Poland was a country with deep and chronic food shortages on the internal market. The scale of the problem is evidenced by the introduction of the rationing scheme for many foodstuffs in the years 1976-1990. Only after the transition into a free market economy did the food sector have its balance restored pointing to signs of production recovery. But a real development momentum was gained with Poland’s accession to the European Union, resulting in the country’s complying with the EU standards and modernisation of its whole food sector supported by EU funds. Food production and processing was modernised in parallel with rural infrastructure. This meant a significant improvement in living and working conditions in rural areas, a matter of key importance for Poland, as more than 40% of its population lives in the countryside. This eases labour supply pressure in cities, opens up occupational prospects in a constantly developing, Europe’s most modern and ecological agri-food sector, providing it with young, skilled and innovative staff. This makes for a kind of positive feedback, including in the mental sphere. While, prior to EU accession, farmers were the most euroskeptical social group (70-80%), now, 10 years later, the proportions are reversed. Not only do they support further participation in the Common Agricultural Policy, but they consider agriculture and the countryside to be the best choice in terms of employment and residence. Krystyna Woźniak-Trzosek Editor-in-Chief President Rynek Polski Publishers Co. Ltd.
SPECIAL EDITION
President: Krystyna Woźniak-Trzosek
Writers/Editors: Maciej Proliński, Jan Sosna, Sylwia Wesołowska- Betkier, Grażyna Śleszyńska, Janusz Korzeń, Jerzy Bojanowicz, Janusz Turakiewicz,
Vice - Presidents: Błażej Grabowski, Grażyna Jaskuła
Contributors: Agnieszka Turakiewicz
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Editor-in-Chief: Krystyna Woźniak-Trzosek Deputy Editor-in-Chief: Ewelina Janczylik-Foryś redakcja@polishmarket.com.pl Marcin Haber m.haber@polishmarket.com.pl
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World leaders Marek Sawicki, Minister of Agriculture and Rural Development
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griculture has always been of great importance in Poland. It is based on family farms. In the course of more than 25 years of change, not only the farms, but also our food-processing industry, have been modernized. The industry is now one of the most modern in the world. Polish agriculture was once regarded as backward because it used only a small amount of chemicals. Today, this is seen as an advantage. Knowing that they are only temporary users of the land and that the natural environment they use is on lease from future generations, Polish farmers spare no effort to preserve this fully productive environment for the future generations so that they are able to develop harmoniously and dynamically. As a result of all these factors, we have excellent agricultural products. Combined with the modern processing industry and the use of old, well-tried recipes, they have enabled a rapid expansion of Polish agri-food exports, which have increased more than four-fold since 2004. We export around one third of our agricultural output value-wise. More and more foreign consumers have come to appreciate Polish products. We are a major agricultural producer in the European Union. We are among the leading producers of soft fruit, apples, button mushrooms and poultry. Polish dairy products are also highly valued. The dairy sector has undergone very big changes in recent years. The number of farms involved in milk production has been reduced, but milk output has gone up. As I mentioned, Polish milk-processing plants are among the world’s best. These are modern, well-equipped and wellmanaged facilities. Most of them are owned by farmers’ cooperatives. The wide range of products they offer is known increasingly well outside Poland and the European Union. Our ripened cheeses enjoy growing recognition from consumers. Their production is a complex and long process. You need around 10 litres of milk
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to make 1 kilogram of cheese. Ripened cheeses have a high content of calcium and a low content of lactose, which means they may be consumed by lactose-intolerant people. Cheese, an unusually popular product, has become established in the world’s best-known cuisines thanks to its diversity and versatility. The wide range of products offered by Polish farmers will meet the tastes of even the most discerning connoisseurs. Polish cheese is a guarantee of good taste, quality and high nutritional value. Speaking about Polish agriculture, it is worth noting that Poland is the world’s biggest producer of chokeberries, the world’s second biggest producer of currants, raspberries and rye, the world’s third biggest producer of sour cherries, highbush blueberries and oat, and the fourth largest producer of button mushrooms and apples. Poland is a country with a strong and modern agriculture. Apart from the above-mentioned products, we are one of the leading producers of poultry, butter and sugar beets, ranking third in the European Union. We are also the EU’s fifth largest producer of cheeses and meat. Owing to changes taking place on farms, in rural areas and in processing plants, agricultural exports from Poland have been growing steadily. The positive changes are supported by money available from national sources and under the Common Agricultural Policy. Preference is given to food safety and security. Modern technologies, procedures and effective veterinary and phytosanitary services ensure the highest food production standards. As a result, consumers have a guarantee of top quality. We have for years run a programme under the slogan “Taste Fine Food.” It is a voluntary programme for producers ready to subject their products to assessment by independent experts. The programme’s emblem awarded to a specific product is a guarantee for the buyer that it not only meets the highest quality standards, but also that its taste and
other qualities will not change. Other certification systems which enable controlling high product quality on a regular basis have also been developed. Consumers’ interest in products with such features has led to the acceleration of progress in animal production. The range of products offered is adjusted according to signals coming from the market. The production of beef from beef cattle is expanding. This is an excellent kind of meat, highly valued by cooks and consumers. Mature beef from Polish farms will surely satisfy even the most discerning gourmets. Similar changes have taken place in the pork sector. The quality of this meat is quite different from that available 20 or 30 years ago. The Polish pork of today is full of beneficial ingredients, like for example omega acids. The fat is also different, the meat is tender and juicy, takes less time to cook and the process of its preparation is healthier. While developing agricultural production and making it more modern and efficient, we do not forget about our traditional products, which are part of our heritage and proof of our attachment to tradition. The products bear witness to the interpenetration of various cultures and customs over centuries. We have 37 registered products, which have been entered by the European Commission to the registers of protected designations of origin, protected geographical indications and traditional specialities guaranteed. And as many as 1,387 items have already been registered in our national list of traditional products. Excellent Polish cold cuts are valued highly by consumers. They are made in modern plants, but their production is based on old, well-tried recipes. People visiting Poland often say that our ham tastes like real ham, that our eggs taste like eggs and that our fresh and crispy loaves of bread have no equals. Poland is now the fifth biggest food producer in the European Union and, given the rapid rate of growth in output, may soon
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become the fourth biggest producer. The credit for these successes goes to Polish farmers and entrepreneurs. The decision to join the European Union has spurred many initiatives in Poland. Farmers and food processors, accustomed to hard work, have fared excellently in the new situation. The preaccession funding and money from EU and national sources available to them has been spent very wisely to modernize farms and food-processing plants. This is what our success is based on. Moreover, farms oriented at organic production have started to develop very rapidly. We rank third in the EU in terms of the number of organic farms. It is worth noting that their number has increased 11-fold since 2003 while the number of plants processing organic products rose 18-fold. I am convinced not everyone knows that Poland has turned from a net importer of food in the period before its EU entry to become a major food producer and exporter. In 2014, Polish exports were worth EUR163.1 billion, which represented a year-on-year increase of 5.2%. Agri-food products accounted for 13.1% of Poland’s overall exports. In 2013, the share had been slightly higher – 13.2%. In 2014, Polish imports were worth EUR165.6 billion, which represented an increase of 5.5% compared to a year earlier. Agri-food products accounted for 8.9% of Poland’s overall imports versus 9.1% in 2013. Poland’s overall trade balance was negative at EUR2.4 million (EUR2.0 billion in 2013), with a EUR6.6 billion surplus in trade in agri-food products. Last year, agri-food exports were worth EUR21.4 billion, a rise of 4.5%. Restrictions on trade with the Russian Federation slowed the pace of exports growth, but did not stop it. The share of EU countries in Poland’s agri-food exports went up from 78.4% in 2013 to 79.1% in 2014. Poland sold on this market products worth EUR16.9 billion. Polish food exports to 12 “new” EU member states increased by 5.8%. The value of Polish food exports to the Commonwealth of Independent States (CIS) fell in 2014 by 22.9% compared to 2013 to EUR1.7 billion. This situation was mainly due to import bans imposed first on pork and then also on other goods, including dairy products, fruit and vegetables. Agri-food exports to the CIS countries accounted for 7.9% of Poland’s overall agri-food exports. This percentage was much lower than in 2013, when it stood at 10.7%. It should be stressed that exports to Germany accounted for 22.5% of Poland’s overall agri-food exports in 2014. The second largest importer of Polish food was Britain, with EUR1.6 billion worth of products, followed by France (EUR1.5 billion). Interestingly, despite campaigns carried out in the Czech republic to discourage
Excellent Polish cold cuts are valued highly by consumers. They are made in modern plants, but their production is based on old, well-tried recipes. food imports from Poland, the country was the fourth largest importer of Polish agri-food products. Poland sold there products worth EUR1.3 billion, or 5% more than in 2013. The Czech Republic’s share in Polish agri-food exports was 6.1%. The results of the efforts started in 2008 to expand onto third markets are becoming increasingly visible. Among the most important trade partners, the highest year-on-year increase in the value of exports was recorded in trade with Morocco. Exports to this country rose more than five-fold to around EUR89 million from a mere EUR16 million in 2013. This was mainly due to considerably high wheat exports. Wheat was also behind a significant increase in Poland’s exports to Saudi Arabia, Egypt, the Republic of South Africa, Zimbabwe and Sudan. Agri-food products sold to Saudi Arabia were worth a total of EUR265 million, to Egypt EUR62 million, to the Republic of South Africa EUR41 million, to Zimbabwe
EUR13 million and to Sudan EUR9 million. Increased powdered milk exports compared to the previous year contributed to a marked increase in the value of Polish exports to Algeria, Cuba and Nigeria. Poland sold on these markets products worth respectively EUR210 million, EUR23 million and EUR22 million. In turn, increased pork sales to Hong Kong pushed up the overall value of Polish food exports to this country to EUR146 million from EUR69 million in 2013, which means the exports more than doubled. Thanks to a rise in interest in Polish poultry from consumers in Benin, exports to this country grew by 47% to reach EUR40 million. Significant increases in the value of agri-food exports were also recorded to such countries as Latvia, Croatia, Portugal, Turkey, Belgium, Cyprus, Kosovo, Syria and Malaysia. It is worth noting that our food is present on the markets of 75 coun• tries across the world. polish market
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A good taste, competitive price and high quality are advantages of Polish food.
Ilona Antoniszyn-Klik, Deputy Minister of the Economy
Poland’s agri-food exports and imports growing steadily 4 polish marketspecial edition 2015
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t gives me great pleasure to have an opportunity to invite the readers of the “Polish Market” magazine to Polish promotional pavilions at the Anuga 2015 food fair to be held in Cologne in October. One of the important meeting places for the food business, the fair is of special significance for Polish firms, which is indicated by the number of Polish exhibitors at Anuga. The number also reflects the importance of the agri-food sector for Polish exports and the Polish economy, showing that the level of internationalization of Polish firms offering food products is relatively high and that the range of products sold by the Polish food sector on foreign markets is wide. In 2014, the value of Poland’s overall exports increased by 5.2% to EUR163.1 billion while imports to Poland grew by 5.5% to EUR165.6 billion. The share of agricultural products in overall exports exceeded 13%. In the case of imports, it was less than 9%. Poland again recorded a positive balance in its trade in agrifood products, in contrast to its overall trade balance. Since Poland’s entry to the European Union the value of its agri-food exports and imports has been growing steadily. The trend continued in 2014 when the value of agri-food exports from Poland reached EUR21.3 billion and imports EUR14.8 billion. The European Union is Poland’s main partner in trade in agrifood products. Last year, 79% of Polish food exports, worth a total of EUR16.9 billion, went to the European Union. This represented a 5.3% increase on the previous year. In 2014, the largest product groups among Polish agri-food exports were livestock, meat and meat products, with a 19% share, fruit, vegetables and preserves (14%), grain and grain products (12%), tobacco and tobacco products (9%), dairy products (9%), sugar and confectionery (7%), fish and fish products (7%), alcoholic beverages, coffee, tea and cocoa (5%), oilseeds and vegetable oils (4%) and animal feed, including oil cake (3%). Germany has traditionally been the largest market for Polish agri-food exports. Last year, the country was the largest buyer of Polish fish and fish products, grain and grain products, poultry, fruit and vegetable juices, and button mushrooms. In 2014, Polish agri-food exports were worth EUR4.81 billion and were 2% higher than in the previous year. Germany had a 23% share in Polish agri-food exports. In the first half of 2015, Poland’s goods exports to Germany were worth EUR23.51 billion and were higher by 10.2% than a year earlier. The share of Poland’s exports to Germany accounted for 26.97% of its overall exports. Poland is Europe’s third largest exporter of food. A good taste, competitive price and high quality are its advantages. Agriculture has always been of great importance for Poland. It is based on family farms. After more than 25 years of market change in Poland not only farms have been modernized, but also the processing industry, which is now one of the most modern in the world. Having very good conditions for the development of sustainable agriculture, Poland has scored significant successes in international trade in agri-food products. We are a global leader in the production of soft fruit and one of the largest producers of apples and button mushrooms. Polish cold cuts are valued very highly by consumers. They are made in modern plants and their production in based on traditional and well-tried recipes.
The Ministry of the Economy actively supports Polish businesses in establishing and developing trade contacts on foreign markets. I would like to encourage you to contact specialized foreign missions of the Ministry of the Economy located across the world – Trade and Investment Promotion Sections at Polish Embassies and Consulates. The sections provide foreign entrepreneurs with any information and support they need in establishing B2B contacts with Polish producers and exporters. Please visit the Internet portal www.trade.gov.pl intended for foreign partners looking for information about Poland and opportunities for business cooperation with Polish firms. I cordially invite “Polish Market” readers to the promotional pavilions with Polish food products at the Anuga 2015 fair in Cologne. Taste excellent Polish food and establish trade • contacts with Polish producers.
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To effectively exploit the Anuga fair Consul Stanisław Hebda, First Counsellor, Head of the Trade and Investment Promotion Section, Consulate General of the Republic of Poland in Cologne
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he Anuga food fair in Cologne is one of the world’s leading trade fairs. This year, more than 6,800 exhibitors from over 100 countries will take part in the 33rd Anuga fair. The number of Polish exhibitors will exceed 160. Ten trade shows associated with the food sector will be held at the fair under a single slogan: “Taste the Future.” Among these events are Anuga Meat, Anuga Frozen Food and Anuga Dairy. Anuga also serves as a platform for presenting new product, shopping and dietary trends. Germany is a country with over 81 million consumers. Consequently, the German market is the largest market for food products in Europe. Germany imports agricultural and food products worth around EUR76 billion annually. Many of the products are then further processed in food-processing plants. The German food industry provides employment to around 556,000 people in nearly 5,800 plants. Its sales exceeded EUR175 billion in 2013 and EUR172 billion in 2014. Around one third of the money is generated by sales to other countries. In 2014, these sales reached a record value of over EUR54 billion. Poland, as Germany’s neighbour, is an important trade partner for the country in this sector. According to data from the Federation of German Food and Drink Industries (Bundesvereinigung der Deutschen Ernährungsindustrie – BVE), in 2014 Poland was Germany’s sixth largest trade partner in processed food exports and fifth largest partner in processed food imports. The mood of German consumers is very optimistic and much better than the European average. In 2015, every German citizen will have almost EUR21,449 on average, or EUR572 more than in 2014, for consumption and living expenses. This favourable
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projection is due to a steady growth in real wages in Germany coupled with a very moderate increase in prices. As a result, the buying power of German consumers is almost 65% higher than the EU average. German consumers seek products which are inexpensive, tasty, of high quality, safe, diverse, readily available and meeting the requirements of sustainable development. This prompts the development of new market segments, like the market for functional, vegetarian, vegan, gluten-free, lactose-free, low-fat and convenience food. Also developing are market segments for products with certificates of origin, like for example regional products, fair-trade products and organic products, which have become well established on the German grocery market. Growing consumer awareness is a general trend on the German market. The consumers seek information about food products, their production methods and origin. Polish producers and exporters of food to the German market should remember that there is strong competition in this sector, with around 170,000 food products available for German shoppers to choose from. The consumers expect food producers to offer increasingly diverse products of increasingly high quality. Apart from competing fiercely in quality and price, food producers on the German food market also increasingly appeal to the emotions of the consumers, which means competing for their confidence. I hope that Polish food producers will manage to effectively exploit the Anuga fair and that the event will provide an additional boost to the expansion of their exports on the German • market.
Elżbieta Tęsna, President of ELTAR
ANUGA - a platform for establishing extensive contacts 8 polish marketspecial edition 2015
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The Anuga Fair attracts every year hundreds of thousands of visitors. Is it the best place for food producers to promote their products? Yes, Anuga is one of the most famous trade fair projects not only in Europe, but also in the world. It is dedicated to a wide audience and, owing to its reputation, it is visited by entrepreneurs from around the world. Therefore, it is a great place to promote Polish food products, thereby proving their high quality. Polish exhibitors are increasingly numerous. This year ELTAR is responsible for a comprehensive organisation of the participation of 30 companies, for many of which it is not the first time at Anuga. Most exhibitors consider their presence at Anuga as successful, resulting in many new business contacts and increased sales. pm
This year’s edition, as previous ones, provides for 10 thematic events. Which of them will be attended by most Polish exhibitors? The largest group of the companies whose participation at Anuga is organised by ELTAR are those presenting their products at Anuga Fine Food (general food area), among others: Colian, Spomet, Provitus, Fanex, Pilot, Kupiec, Majami, Pamapol, Dr Gerard, Dawtona, Jamar. Dairy producers have their booths at Anuga Dairy: Bakoma, C.Olsen Trading, SSM Jana, OSM Sierpc and Mlekpol. Poland is also represented at Anuga Meat: Henryk Kania, ZM Biernacki, Mitmar and ZM Olewnik at Anuga Drinks: PUH Pilot, Victoria Cymes, Big Brands Group, Anuga Bread & Bakery and Hot Beverages: Mokate, Rene Coffee, in Frozen Food - Masfrost, Koliber and ZM Omar. pm
Germany has always been the largest outlet for Polish food. Is it possible to get a wider promotion at Anuga? The Anuga Fair is not addressed merely to German customers. Visitors represent companies from Europe, Asia and America. Polish producers that present their products at Anuga meet with business partners from around the world. Anuga is for them a platform for establishing extensive contacts, reaching far beyond the horizon of the two states, and even beyond Europe, as shown by the figures – 7,000 exhibitors from nearly 100 countries and 150,000 visitors from nearly 190 countries. pm
Famous apples apart, what are Polish flagship exports? Based on 20 years of experience in the promotion of Polish exports, including Polish food, I can say that Poland is at the forefront of selling sweets. Due to high quality products and exceptional flavours, Polish manufacturers of sweets have customers around the world. ELTAR promotes such companies not only in Europe, like for example, at the prestigious ISM confectionery trade fair in Cologne, but also on distant markets, including in the Arab world. The largest event is Gulfood, a series of food shows in Dubai, whose ELTAR is the exclusive representative in Poland, and which includes: February’s Gulfood, October’s Speciality Food Festival, as well as Sweets & Snacks Middle East. Polish sweets are also promoted on the Asian markets, namely at SIAL China, and Food & Hotel China and enjoy great interest. Popular are also companies from the dairy sector, which we promote, in addition to Anuga, at other well-known trade fairs: SIAL China, SIAL Paris, Food & Hotel Asia. Producers such as Bakoma, Mlekpol, Agus, OSM Łowicz and Mlekoma
I am glad that ELTAR has for years been supporting the promotion of Polish food PRODUCTS, thus contributing to boosting exports and expanding into new, distant markets. have many customers worldwide, as they offer a wide range of high quality products. I should also mention the meat industry - Poland is the largest European producer of poultry. Fruit and vegetable processors are successful too, and companies such as Dawtona, Masfrost, Provitus, or Jamar are Anuga’s regulars. Given ELTAR’s long-standing commitment in promoting our clients - leading food producers - I am glad that ELTAR has for years been supporting the promotion of Polish food products, thus contributing to boosting exports and expanding into new, distant markets. It should be stressed that Polish food exports in 2014 hit a record high of more than EUR 21 billion, which represented a 5% increase in relation to 2013. Moreover, a positive trade balance of over EUR 6 billion was registered. Contributing to these results are undoubtedly the presence of Polish producers-exporters at major trade fairs such as Anuga, and the active foreign promotion of Polish products, including outside Europe, in the framework of other trade fairs: in Dubai, Johannesburg, Shanghai, Chicago, Seoul and Hong Kong. The sole representative of most of these fairs in Poland, ELTAR welcomes your cooperation. •
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Polish grocery
market
worth PLN243 billion 10  polish marketspecial edition  2015
According to forecasts made by PMR Research, the value of the Polish grocery market will reach this year nearly PLN243 billion, representing a year-on-year increase of 2.1%. The increase is mainly generated by the segment of discount and convenience stores and should be seen in the context of the food price deflation noted in the first half of the year, shows the latest PMR report entitled “Grocery retail in Poland 2015. Market analysis and development forecasts for 2015-2020” Jarosław Frontczak
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he growth of the grocery market in 2014 was only slightly higher than a year earlier – 1.8% - and its value reached PLN238 billion. It is worth noting that the grocery market is the largest segment of the Polish retailing sector. The market may be described as relatively mature because it is not subject to sudden and considerable changes reflecting an improvement or deterioration in the economic situation of consumers or changes among the biggest players. This is one of the reasons why the market continues to grow, despite food price deflation. The lower prices generated some small savings for consumers and the money was spent to buy products of higher quality and products on numerous special offers at the largest chains. What is more, the Polish grocery market is highly competitive, with a very large number of Polish chains of small stores and supermarkets operating alongside leading foreign chains. On the other hand, it is dominated by foreign chains because only one of the largest 10 companies operating on this market has a Polish owner. This is a reason why proposals to have the largest chains pay an additional sales tax or to ban Sunday shopping are so popular. It is worth adding that the market has been consolidating. The largest 10 companies generate more than 50% of overall sales. What is more, as it is increasingly difficult for small chains and independent shops to cope on the market, they tend to either join franchise chains or try to become more specialized. However, an overwhelming majority of the franchise chains, like abc, Odido and Żabka, is run by the largest companies on the market, which further strengthens their position. We project that, owing to changes in consumer habits, the situation of smaller stores will improve in coming years thanks to the format of convenience and specialist stores. Our projections also indicate that deflation will end at the end of the holiday season and consequently the whole market will grow in 2015 more than last year. The article has been prepared on the basis of the latest PMR report”Grocery retail in Poland 2015. Market analysis and development forecasts for 2015-2020”. • For more information about the report contact: Marketing Department tel.: +48 12 618 90 00 e-mail: marketing@pmrcorporate.com
Polish grocery market in 2011-2015 – value (PLN billion) and growth (%)
value
Source: PMR, 2015
growth
e – estimated p – projected
www.pmrpublications.com
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Mokate’s brands best sellers in their categories
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ver the past 25 years we have transformed a small local company into an international family business. Importantly, while managing such a large company, we are making it grow as dynamically today as years ago. Year after year, we are consistently strengthening the position of the Mokate Group’s brands at home and abroad. We are expanding thanks to fantastic people, their commitment, high competence and push for continuous development. It is a great satisfaction for me that, as the third generation, I can continue building a family business and working, together with Mokate’s people, towards its expansion beyond Poland and Europe. The effects of the work of all three generations of our family are unusual – the Mokate Group is today one of Europe’s leading producers of coffee, tea and instant products. Mokate is synonymous with high quality, comprehensive product line and individual approach to the customer. It is valued for its flexibility and speed of action. The company’s priority remains customer satisfaction. We are a family business based on traditional, timeless values such as hard work, passion, perfection, imagination, punctuality and sensitivity; the values we have been cultivating ceaselessly since 1927.
I n n o vat i o n a n d t e c h n o lo g i c a l progress Technological progress and innovation are crucial to the development of the Mokate Group, making it possible for it to take big leaps forward, sometimes even milestones, in a quest to broaden the product portfolio. For example, we are the first to have created a three-layer latte, which can be prepared without the use of a coffeemaker and which is as good in quality as your favorite
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The quality control at Mokate begins with the acceptance of raw materials for production. This is one of the most important moments across the entire business, as it allows to significantly reduce potential risks going with raw materials. Subsequently, production quality is supervised by controllers, but also staff members themselves. Committed and competent personnel is the most valuable asset of our organisation. Thanks to the professionalism and high personal culture of individual staff members, it is possible to achieve and implement higher results in many food standards.
Exports
one from a coffee shop. We have also created a cappuccino distinctive by its thick, creamy and white foam, obtained in an innovative process of coffee production. Customers are looking for new, original flavours and interesting products. To meet these expectations, we keep working on innovations and constantly expanding the product line of the Mokate Group.
Quality Quality management is one of the most important elements making for Mokate’s competitiveness, both domestically and internationally. A well-implemented quality assurance system allows flexibility in adapting procedures to the specifics of the production process, it builds consumer confidence and creates a positive market image of the company.
For years, our foreign strategy has been based on four pillars - product innovation, the diversification of the product line, building product synergies in B2B and B2C segments and national sales networks in individual countries based on local staff. This works very well, as our products are now available in over 65 countries worldwide. The figure will get boosted every year. We are a leading producer of coffee and tea in Central and Eastern Europe. In each of the countries of the region, Mokate’s brands are best sellers in their categories. A marked increase in awareness of our brands are also visible beyond Europe. Our brands are recognised on foreign markets. Customers appreciate the quality they represent. The Group pursues growth in line with the sales strategy of its branded products, based on innovations and geographic development. •
Adam Mokrzysz, PhD, Member of the Board, Mokate Sp. z o.o.
DRY, BUT FRESH WPP-H ELENA with a seat at Kokanin (POLAND) is a family company. Since 1989 produce freeze dry fruits, vegetables, meat and fish - natural food ingredients. Lyophilized products contain all natural properties of fresh product, smell, form, colour, and the most important all nutritious values, vitamins and minerals. Well-maintained cellular structure allows for fast rehydration of the product. They are used mostly in bakery and dairy industry, confectionery, ready meals etc. Our motto is "dry, but fresh".
ELIXIR OF YOUTH Recently, the company has enriched its scope of production with a new department of natural dietary supplements. Our latest product – a dietary supplement and the elixir of youth – KOLAGENUM. Kolagenum is an effective help for our joints, knees, skin, hair and nails.
Kalisz/Kokanin 86 62-817 Żelazków POLAND
+48 62 760 22 22 e-mail: biuro@elena.pl
Meat Arena festival on Polish-German border Bożena Skarżyńska
T
he third Meat Arena culinary festival organized by the Association of Polish Butchers and Meat Processors (SRW RP) was held this year in the town of Gubin on the Polish-German border on August 1. Teatralna Island on the Lusatian Neisse river was the venue for diverse presentations, shows, contests and concerts, but first of all a place of a great feast where meat and its products reigned supreme. As the organizers emphasize, there was a good reason why this year’s Meat Arena was held on the Polish-German border. It was targeted at consumers in the two border towns: Gubin in Poland and Guben in Germany. Their response to the invitation was enthusiastic. Crowds of thousands of Polish and German people visited the island during the afternoon festival. The festival was financed by the Poultry Promotion Fund, Pork Promotion Fund and Beef Promotion Fund. As usual, the event promoted pork, beef and poultry. At tasting stands, the visitors were offered meat goulash from a traditional “abundance cauldron,” sausages, barbecued blood sausages and meat, and roasted beef from a young bull. Apart from eating hearty portions of meat, the visitors also had an opportunity to take part in games for children, see sports shows, street happenings and performances of ensembles from Gubin’s Culture Centre, and benefit from consultations with dieticians. Meat Arena was combined with the Meat and Cereal Picnic, and the 5th Polish-German Meeting on Teatralna Island. The goal of the three events was to integrate the residents of Gubin and Guben. They were organized, apart from SRW RP and the Guild of Poznań Butchers
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and Meat Processors, by agricultural organizations and farmers’ wives associations from Lubuskie province. When opening the meat festival, Stanisław Tomczyszyn, deputy marshal of Lubuskie province, wished everyone a good taste and spiritual experience. He said: “I wish to thank very much the authorities of Gubin for hosting the third Meat Arena. It is an important event held under the auspices of Minister of Agriculture Marek Sawicki, Governor of Lubuskie Province Katarzyna Osos and Marshal of Lubuskie Province Elżbieta Polak. Ginter Koln, who represented the residents of Guben, said: “Meetings on Teatralna Island are designed to bring the residents of the two cities closer to each other. Such celebrations are to help us to come to know each other’s culture, customs, culinary heritage and each other.” And this was indeed the case. The visitors feasted and enjoyed recitals of folk and popular music prepared by the Gubin Culture Centre. They ate barbecued meat, sausages, goulash, and cabbage and meat stew. A spit-roasted bull weighing several hundred kilograms disappeared in a matter of less than two hours. The event was a long Polish-German culinary celebration in a joyful and family atmosphere. A culinary guide with meat recipes was published for the third Meat Arena festival in Polish and German. Promotional stickers were also distributed among the participants. The festival ended with a concert by the Czerwone Gitary band – under the stars by the • Lusatian Neisse river. photos: Bożena Skarżyńska
GRUPPO DI PRODUTTORI DI FRUTTA E VERDURA „REFAL” Nella nostra offerta troverete: frutta e verdura direttamente dal frutteto, dal magazzino frigorifero e dai magazzini ad atmosfera controllata
REFAL - GROUP OF FRUIT AND VEGETABLES PRODUCERS Our offer includes: fruit from orchards, cool stores and controlled atmosphere storage
LE NOSTRE MELE SONO DI OTTIMA QUALITÀ
OUR APPLES ARE TOP QUALITY PRODUCTS
Possediamo diverse certificazioni GLOBAL G.A.P. ed attestati di produzione integrata.
GLOBAL G.A.P. and integrated production certified
Refal Sp. z o.o. Łukawa 80 27-612 Wilczyce tel./fax +48 15 837 70 33 e-mail: biuro@refal.eu
www.refal.eu GPS: N 50° 45’ 26” E 21° 42’ 20”
Sandomierz
POLAGRA FOOD 2015
previews of innovative solutions and new lines of development
O
n 21-24 September Poznań hosted the International Trade Fair for Food Polagra Food. The Polish food industry traditionally presented its enormous potential and undisturbed enthusiasm for introducing innovative products corresponding with consumer expectations. This year’s Polagra Food, which was organised at an area of over 10,000 sq. m., was attended by nearly 300 exhibitors, mostly from Poland. Producers from the dairy and meat sectors were largely represented, occupying a considerable part of the exhibition and presenting at their stands innovative products in a variety of flavours, dedicated to children or people with intolerance to certain ingredients contained in the standard versions of popular foods. There were also a lot of novelties among sweets and alcoholic beverages, exotic teas and cooking additives. Polagra Food is an international trade fair not only by name. Many foreign producers have come to recognise the growing potential of the Polish market and welcome the opportunity to promote themselves in Poznań. It was no different this year. Among the exhibitors were producers and distributors from Lithuania, the Czech Republic, Bulgaria, Denmark, Germany, South Africa, Italy, China, Belarus, France, Turkey, the Netherlands, India, Spain, Latvia, Georgia, Ukraine and Finland. The stand of ham producers from the Italian region of Parma enjoyed great interest from visitors. Parma’s ham, so popular in Italian cuisine, is wining the hearts and palates of the ever growing number of gourmets in Poland. The fair was an excellent opportunity to present the achievements of the food industry, but also a time of intense talks about possible forms of cooperation and strategies of expansion into new markets. This year’s Polagra Food was certainly fruitful in this regard. A large group of buyers from all over the world visited the stands of Polish producers with great interest, looking for products that could be placed on their home markets. There were also discussions about the opportunities and challenges
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facing the Polish food sector. At the conference “Organic Food - A Market with a Sustainable Potential or a Fad?”, organised by Akademia Biokuriera, the participants discussed the statistics and presented forecasts regarding the sales of organic products. The leading Polish organic food producers and distributors participated in a debate discussing trends, opportunities and challenges ahead for the organic market. Polagra Food is a business event, which is not the case of the Tastes of Regions, an accompanying event, celebrating traditional, regional and certified Polish food. The Tastes of Regions was attended not only by professional visitors looking for genuine goodies they could offer their customers, but most of all the inhabitants of the Wielkopolska Region. They flocked to taste unusual rarities, buy local delicacies and explore the country’s culinary traditions. The stands were lined with crispy breads, gourmet cheeses, stove-fried jam, fresh honey straight from a beehive and traditional “grandma’s” liquors. Master chefs took hold of the culinary stage, telling the secrets of preparing regional dishes. It is already a tradition that the Tastes of Regions is a venue for the Awards Gala of the competition “Our Culinary Heritage – Tastes of Regions”, organised by the Polish Chamber of Regional and Local Product. The idea behind the competition is to identify and promote the specialties whose methods of preparation are deeply rooted in Polish tradition. This year, the Pearls – the awards for the best regional and local food product and for the best dish and regional and local food – were handed out for the fifteenth time already. Polagra Food has again proved the significance of Poznań as a meeting place for the food industry. And although the concept is completely different from that of 1985 when the fair was first held, one thing remains: Polagra Food is a means for food producers to promote themselves and gain new markets effectively. •