Post by pieter on Jul 4, 2010 16:16:58 GMT -7
Polish flavours – tradition and quality
Polish dishes have been gaining popularity around the world for some time now. Not only vodka, which has been highly valued for years, but also such characteristic Polish traditional products as sausages and cold meats, dairy produce, breadstuff or sweets are sought and purchased by foreign customers. Even such “exotic” products as sauerkraut or dill pickles have become popular not only among Polish emigrants.
Polish food products, considered to be delicious and healthy around the world, have been gaining recognition of customers. The Polish cuisine is characterised by high diversity and uniqueness of products, many of which are still produced in a traditional way. Foreigners are delighted with the natural and healthy foodstuff of the Polish cuisine as well as its amazing taste and variety of dishes.
Polish products are associated with environmental cleanness, traditional recipes as well as, more and more often, with high quality, lack of chemical additives and preservatives, innovation and technological advancement.
The traditional methods of production make it possible to believe in high quality of Polish dairy products, bread, meat and sausages and cold meats.
The Minister of Agriculture and Rural Development together with voivodship marshals run a List of Traditional Products which includes those goods whose quality or exceptional features and properties result from using traditional methods of production, constitute an element of regional cultural heritage where they are produced and are elements of local identity. The list is available on the Ministry’s website at www.minrol.gov.pl.
Bigos
Together with the inflow of emigration, Polish shops started to appear in the countries that had opened their labour markets for Polish citizens. “Polish shelves” were created in the supermarkets in Great Britain. At the beginning, national delicacies were bought mostly by Poles, but with time, they gained recognition among the British or Irish as well. At such supermarkets as Morrisons or Asda, one may find jars of salad, dill pickles, sauerkraut but also sausages and cold meats as smoked bacon, smoked pork sirloin, meatballs and various types of Polish liquor. Polish restaurants in the West serve bigos, pierogi, meat-stuffed cabbages, potato cakes, beef collops, pork chops as well as red borscht, traditional Polish sour soup and mushroom soup.
Pierogi
In spite of the fact that according to various research Poles during shopping mostly focus on the price, take into account the profitability of a purchased product as well as its quality and freshness, they also pay attention to the country of origin of a given product. They attach great importance to traditional Polish brands. In July 2008, the TNS OBOP research company, at the request of DEMO Effective Launching and KupujNasze.PL, created a list of brands Polish citizens were most proud of. During the research, the respondents were asked to spontaneously list those Polish brands they considered worth recommending and would like to praise abroad. The results were presented during the 1st Polish Product Forum.
Borscht
Among the listed brands, food products were mentioned most often. Chocolate manufactured by Wedel (32.6 points out of 100), Żywiec Zdrój mineral water (28.4 points), Hortex juice (24.1), Tymbark drinks (20.2) and alcohols (Tyskie beer - 23.1, Żywiec beer - 21.9, Żubrówka - 17.4) were recommended most often.
The most valued food products, besides the ones mentioned above, included Winiary (17.1), Pudliszki (14.8), Łowicz (11.7), Sokołów (11.4), Wawel (11.2), Bakoma (11.2) and Goplana (10.7). The most often recommended drinks and water, besides the ones previously listed, were Kubuś (15.9), Nałęczowianka (14.2), Cisowianka (12.4) Muszynianka (10.1) and Fortuna juice (7.3). According to the respondents, Wyborowa (11.8), Sobieski (9.1), Żołądkowa (7.8) and Chopin (7.3) were the most popular vodkas.
Polish sausages and cold meats
There are hundreds types of sausages and cold meats available in Poland. Polish dried sausages, prepared and smoked according to traditional recipes, seasoned with for example juniper or garlic, are considered a delicacy around the world. Polish cold meats, such as ham, pork sirloin, traditional Kindziuk, are not only delicious but have been present both on the Polish and global markets for many years. Krakus exported its goods to the USA and Great Britain back in the interwar period.
Kindziuk
“The market of cold meats in Poland is extremely fragmented; producers do not want to specialise” - says Małgorzata Wódkiewicz, Marketing Director at Meat Plants Pekpol Ostrołęka - “It can be noticed that the consumption of confectionary cold meats, that is cold meat in portions and slices, has increased in recent years. It is caused by the dynamic development of hypermarkets and supermarkets. Not long ago, price was the main criterion consumers took into consideration when selecting a particular product. At present, customers pay more attention to the quality and brand. Therefore, it is extremely important to build brand awareness and identity of products. We will compete in terms of not only the price but also quality.”
“The market is growing all the time; consumers are becoming increasingly demanding, seek new products of better quality” - says Monika Adamus from ZM Pamso - “The competition is fierce – more attention is paid to the image of a brand. Foreign suppliers raise standards forcing Polish producers to focus more on new aspects of goods promotion and sale. Amongst cold meats, customers are looking for new products – thereby the dynamic development is most visible in this field. The segment of Premium cold meats is beginning to play a significant role in the offer of many producers. Presently, the price has stopped being the decisive factor; flavour and quality have become important as well.”
“The Polish market of meat sausages and cold meats is growing, yet it tends to be very volatile. It is influenced by macro- and microeconomic factors to a large extent. Fierce competition forces manufacturers to improve their range of products all the time. Consumers are offered a wider selection and quality starts to play an important role,” - adds Janusz Chowaniec, Export Director at Indykpol.
Based on the “Monitor Rynku Wedliniarskiego 2008” report prepared by “ARC Rynek i Opinia”, during a week, an average household in Poland buys from 0.25 to 0.5 kg of cold meats. When purchasing sausages and cold meats, we are mostly guided by the name (58%) and not the manufacturer’s brand (36%). The most recognisable brands are Sokołów (16% of indications) followed by Morliny (8%), Krakus (5%) and Duda (3%). However, most of the times we place cold meat in the shopping basket without even paying attention to the producer.
According to the research, ham is considered the most popular cold meat – it is bought by 61% of customers. Sausages and pork sirloin are present in refrigerators of approximately one third of all Polish households (35% and 30% respectively). We most often buy pork cold meats – they were mentioned by 58% of the respondents. Poultry cold meats are consumed by every third Pole.
According to the “Polish foreign trade of agricultural and food products in the period from January to September 2008” prepared by the Foreign Agricultural Market Monitoring Unit (FAMMU) of the Foundation of Assistance Programmes for Agriculture (FAPA), the turnover of Polish trade in livestock, meat, processed meat, animal fat and meal grew by 33% in the period January-September 2008 as compared with the corresponding period of 2007.
Red meat and offal played the most important role – their turnover amounted to 1664.2 million Euros and was 52% higher than in the corresponding period of the previous year. During the first three quarters of 2008, Poland exported more than 405,000 tons of red meat and offal in total, i.e. 15.5% more than in the corresponding period of 2007. In terms of value, export increased by 172.6 million Euros and amounted to 840.2 million Euros.
In the period from January to September 2008, the volume of exported meat products from Poland grew by nearly 18%, whereas in terms of value, almost 32% more products were exported. From January to the end of September 2008, Poland exported 94,200 tons of meat products (including 23,400 tons of sausages) for a total sum of 268.7 million Euros. Most of the meat products were sold to the EU member states (86% in terms of volume and 89% in terms of value).
Largest amounts of Polish sausages were exported to the “old” EU states (12,400 tons), new members of the European Community (9,100 tons) and to the Commonwealth of Independent States (1,600 tons), including 1,400 tons to Azerbaijan (increase by 8%). Amongst the “old” EU member states, most of the sausages were imported from Poland by Germany (4,600 tons), Great Britain (3,400 tons), Denmark (2,800 tons) and Ireland (more than a thousand tons). Out of the new members states of the Community, Lithuania (6,300 tons), Slovakia (1,100 tons), Hungary and Estonia were the biggest importers of Polish sausages.
“Polish products are highly valued outside our country, especially in the countries where Polish emigration exists” - says Andrzej Pawelczak, PR Director of Animex Group, which has exported its products to 50 countries worldwide for 50 years now. - “Approximately 30% of the entire sales of the Group are assigned for export. The Krakus ham has been the biggest hit for several years now. It is particularly popular and valued overseas in the USA. Additionally, Japan and Korea have become our important, yet very difficult markets. The European Union is another key area with increasing perspectives, also because of the fact that many Polish citizens, who consider our products to be the best, are on the move all the time. As an export leader we are focused on both – we want to strengthen our position in those countries where we are already present as well as expand into new markets. We hope, similarly to the entire Polish meat industry, that the Chinese market will open soon – a market with unlimited opportunities and… 1.3 billion consumers”.
“The scale of our export has reached 20% in recent years” - informs Leszek Czemiel, President of Management Board at PMB - “The traditionally smoked processed products, i.e. cold meats, and our export hit Kindziuk have been particularly popular among our suppliers. Meanwhile, the unprocessed products we are most famous for abroad include mainly Polish delicious beef. We sell it, especially in quarters and elements, to our customers in Europe and in some parts of Asia. I think that the key to the success of Polish beef is not only its attractive price but also the unique flavour. Polish cows are bred on green natural fields which are free of any industrial contamination. Every customer, regardless of the country of origin, is equally important to us. We know that our products are popular in Western, Eastern and Northern parts of Europe as well as in the Mediterranean Sea basin. In short, we encourage everyone to cooperate with us.”
“Export is an important but not the leading direction of distribution” - says Monika Adamus from ZM Pamso - “Presently, an insignificant part of our products are exported to Germany. These are mainly dried smoked sausages such as Cracow dried sausage, Tatrzańska, Żywiecka and the Podkomorzy sausage. This group of cold meats is characterised by a naturally long expiry date, which is an important element in the case of exports. Moreover, the Wiejskie Smaki line of smoked bacon, manufactured according to traditional recipes and smoked in alder wood smoke, or the Podkomorzy ham characterised by its dark surface, have been popular as well. By exporting the products which are manufactured based on old Polish recipes and according to traditional methods of production, we offer goods that are unique and exceptional on foreign markets. Obviously, we are planning to expand the scale of exported goods. We would like to become known in those places where Polish citizens are looking for familiar flavours which remind them of home. We know that the demand for old Polish goods, manufactured according to traditional recipes, is on a constant rise. Reaching those markets is never easy, but we have been able to successfully export our products to the West and are planning to intensify our efforts in this field of distribution soon. The cold meats produced by Pamso are popular and valued in Poland mostly because we focus on research and development. We will make every effort to sell our products on foreign markets as well.”
Export is an important part of Indykpol’s business strategy. Janusz Chowaniec, Export Director, says that Eastern European countries are the main direction of exporting goods similar to the ones offered on the domestic market.
Indykpol’s export policy is focused both on acquiring new markets as well as expanding the contacts with existing customers.
“Foreign markets are a new branch of operations that we are developing all the time” - informs Małgorzata Wódkiewicz, Marketing Director at Meat Plants “Pekpol Ostrołęka” - “Currently, we are exporting to such countries as Great Britian, Ireland, Lithuania and Italy. Our plans for this year? We want to strengthen our position in those countries where we are already present as well as expand into new, not only European, markets. Why certain products sell better on a given market depends on the gustatory preferences of local communities. Ham, pork sirloin, bacon and thin sausages are widely popular abroad. Cold meats in slices are our latest hit product. This new line of products is available and sold in 100g packages. The classic version includes boiled pork ham, sirloin with mushrooms, cold pork shoulder, bacon, salami, tinned ham and Cracow dried sausage. Meanwhile, ham, pork sirloin and cold pork shoulder are also available in the premium version.”
Due to the fact that a Polish product is at the same an EU product, manufacturers need to fulfil all of the safety standards required by the European Union.
“A Polish product is not worse in any way than other Western products” - stresses Małgorzata Wódkiewicz from Pekpol Ostrołęka - “We have introduced an HACCP system and adjusted the plant to meet the EU requirements in order to offer highest quality of our products.”
“The ISO 9001 and HACCP certificates are the foundation of trade in every European country at present” - says Leszek Czemiel. - “The BRC and IFS certificates, which ensure international standards of food safety, have become an additional yet essential requirement demanded by many customers. They are necessary if one wants to deliver bigger quantities of products, in particular to large Western commercial networks. PMB implemented the BRC and IFS standards in its plant two years ago and often makes use of this fact during trade negotiations with suppliers.”
“Certificates serve as evidence of high standards of production and quality. The ISO, BRC or IFS certification is slowly becoming a standard required by large customers and suppliers of our products” - says Andrzej Pawelczak from Animex Group - “It is very important for them. Consumers who reach for our product want to be convinced and certain that it is safe and of highest quality; they want to have a guarantee that their health is not at risk. Having the certification imposes a special manner of monitoring and control, whereas various audits performed later are supposed to confirm that production processes are carried out according to “best production practices”. Producers are also obligated to conduct quality controls at every phase of production. In our times, if a producer wants to be successful, the aforementioned certificates are an essential standard”.
“ZM Pamso has been granted a certificate allowing us to export our products to European Union member states” - ensures Monika Adamus - “Various audits performed by EU veterinary doctors confirm the use of quality standards and norms which guarantee healthy and safe products. The entire processing stage is monitored everyday in two directions by our own technical service teams and local veterinary inspectors. Being granted the above-specified certificates obligated PAMSO to introduce an HACCP system. This certificate ensures safety of manufactured food. It provides consumers with the certainty that the products are not a threat and confirms conformity of the entire production with the sanitary and veterinary requirements. We conduct chemical and microbiological analyses of raw materials and final products at our own state-of-the-art laboratory.”
Indykpol has also been given the ISO 9001:2000, BRC Global Standard – Food and International Food Standard (IFS) certificates. - “It is an honourable privilege for us and at the same time an obligation to ensue constant supervision over the quality of products” - says Indykpol’s Export Director.
Alcohol
Polish alcohol, especially high-voltage, is extremely popular and valued around the world. In China, the Wyborowa vodka is, after Absolut, the second most recognisable brand.
Most often consumed vodka brands in Poland are Absolwent (18.4%), Bols (13.1%) and Finlandia (11.1%). They are followed by Sobieski (8.9%), Luksusowa (7.9%), Żołądkowa Gorzka (7.9%) and Żubrówka (more than 7% of indications). Wyborowa (5.4%), Smirnoff (4.7%) and Soplica (4.1%) are other brands popular among Polish consumers.
Żywiec (16.5% of indications), Tyskie Gronie (12.7%), Żubr (12.2%), Lech Premium (8.2%) and Warka Jasne Pełne (7.7%) are the most popular and often purchased beer brands in Poland. They are followed by Redds (6.9%), Strong (5.7%), Tyskie Książęce (5.1%) and Heineken (4.9%).
“Polish vodka has always been present in the Polish history and culture. These traditions have been handed over from generation to generation for more than 600 years. At the turn of the 16th and 17th century, Polish liquor was exported to Western Europe (the Netherlands, Denmark, England, Germany, Austria), Silesia, Hungary, the Black Sea coast and Moldova, where a ban on importing Polish vodka was introduced at a certain point in the past” - says Katarzyna Płońska, Export Manager at CEDC Group - “We want vodka, as a category, to be associated with Poland, just like champagne is associated with France and whisky with Ireland or Scotland. When we export our products, we are constantly working to achieve this goal by sharing the Polish traditions with a foreign consumer.”
“Reasonably-priced good vodka will always be popular” - adds Agnieszka Trylińska, Brand Manager at Sobieski Group - “The Group’s flagship product - the Sobieski vodka, a Premium product in Poland, has enjoyed popularity both on the domestic market as well as abroad. It is definitely a result of an exceptional flavour and quality of this vodka, which was awarded a prestigious title of the Best Vodka of the World based on a blind test carried out by the French magazine La revue du vin de Frane and the Golden Medal of the American Beverage Tasting Institute.”
According to the FAMMU report mentioned above, substances (including alcohol, coffee and tobacco products) have been increasingly important in the Polish agricultural and food export. From January to September 2008, the total value of substances exported abroad exceeded 1 billion Euros (increase by 25%). Export of tobacco and tobacco products, mostly cigarettes which constitute 53% of export (whereas alcohol only 13%), was greater as well.
On the other hand, the role of alcoholic drinks (high-voltage, e.g. vodka) in the exportation of substances diminished and did not exceed 40%. Substances were exported mainly (77% of the total value) to the European Union member states – 45% of the entire export was sent to the “old” states and 33% to the new ones. In terms of value, it meant an increase by more than 1/3 taking into account all of the 27 European Union member states, totalling 779 million Euros.
Hungary and Germany were the most important recipients of substances from Poland, mainly cigarettes, coffee extracts and non-alcoholic beverages. The export of substances to these countries grew by nearly 40% and in both cases exceeded 100 million Euros. The exportation of substances to the Netherlands and Slovenia doubled; the value of export to Slovakia grew by 50%, and to Belgium – by 3.5 times. Jordan has become a new market of exportation for substances from Poland – virtually only cigarettes were sold there.
“Żubrówka Bison Grass Vodka is our flagship brand exported to more than 30 countries. It is popular not only in Europe, but also in far Kanda, Australia, Mexico, Chile, the USA or Japan. In order to meet the needs of increasingly demanding foreign consumers, Żubrówka Bison Grass Vodka changed its visage at international markets in July 2007. It appeared in a new package designed by an American agency Pearlfisher” - says Katarzyna Płońska, Export Manager at CEDC Group - “Besides Żubrówka Bison Grass Vodka, we also export Absolwent Vodka – better known in Great Britain and Ireland under the name Graduate. It is becoming more and more popular not only among Polish citizens but also native British residents who have noticed the high quality of this brand at a reasonable price. Additionally, our export portfolio includes Soplica Vodka - one of the most traditional Polish brands. It is sold, amongst others, to Ireland, France or Great Britain.”
Sweets
The Polish confectionery industry is largely dispersed. There are approximately 140 producers - mainly small and medium-size companies. However, a dozen or so largest manufacturers, mostly owned by international corporations, dominate the market. Global players such as Nestlé Polska S.A, Haribo Sp. z o.o., Mars Polska Sp. z o.o., Kraft Foods Polska, Storc Sp z o.o., Lindt & Sprungli, Ferrero Polska, Bahlsen Sweet, Perfetti Van Melle – just to name a few – are all present in Poland. Wedel, now owned by Cadbury Group, used to be the market leader thanks to many years of tradition and high brand awareness. Other companies, such as Grupa Jutrzenka (owner of three manufacturing companies: Goplana, Kaliszanka and Jutrzenka), Cracow’s Wawel, “Solidarność” from Lublin and ZPC “Mieszko” also do very well in the market.
The most popular brands of chocolate in Poland are Wedel (37.5%), Alpen Gold (24.14%) and Milka (20.42%). These brands were followed by less popular ones such as Goplana (14.41%), Wawel (7.56%), Terravita (3.9%) and Nussbeisser (more than 3%).
“The chocolate segment of the Polish market of sweets is still developing and has not been fully saturated yet,” - says Dorota Weres, PR Manager, Eurovita. - “Chocolate bars, which are an essential part of this market, have already witnessed a period of dynamic development. At present, this category records an increase in the sales volume, but on an insignificant level. Nonetheless, a chocolate bar is still the most popular and best-selling product. Under the Terravita brand the following filled chocolate bars are purchased most often: mint, advocate, tiramisu, marzipan-flavoured, milk and dark chocolate bars, as well as chocolate with the “window” addition of whole hazelnuts. Milk and dark chocolate bars are basic products offered by every chocolate manufacturer, whereas other flavours do not have their equivalents among their competitors.”
In general, there are three markets where sweets are sold: Poland, the EU and third countries. Our products are primarily exported to the new and old EU member states, Russia, American markets and to Arab countries. The value of last year’s exports of sweets amounted to about 0,62 million Euros. However, a common phenomenon, occurring both on the domestic and foreign market can be noticed: the requirements concerning product quality increase.
According to the “Polish foreign trade of agricultural and food products in the period from January to September 2008” report, during the first three quarters of 2008, the export of sweets, i.e. confectionery goods with and without the addition of cocoa, grew by 4% in terms of volume (123,300 tons) and by 13% in terms of value (amounting to 422.9 million Euros). The volume of exported goods without the addition of cocoa increased in the said period by 4% and totalled 39,300 tons, whereas its value rose by 10% to 126.5 million Euros. “Other confectionery goods without the addition of cocoa” were the main exports with 48% of share in terms of value and 39% in terms of volume (15,500 tons were sold for a total amount of 61 million Euros). Toffee candies and caramels came second – 12,200 tons were exported for a total value of 26.5 million Euros. These were followed by boiled candies, including the soft-centred ones. White chocolate was also one of the most popular goods. Products without cocoa were mostly sold to the EU member states – 60% of all the sweets exported (23,500 tons for 77.1 million Euros). One fourth of the export went to the Commonwealth of Independent States. Germany and Russia were the most important recipients of our goods – 40% of all sweets without cocoa were exported to these two countries.
The exportation of chocolate products in the period from January to September 2008 amounted to 84,000 tons worth 296.4 million Euros in total. As compared with the corresponding period of 2007, a volume increase of 4% and a value increase of 14% were recorded. Poland sent 72% of goods, worth 212.7 million Euros, to the European Union. Other important export markets included Russia, Ukraine, Turkey, Croatia and the USA. Most of the chocolate products were sold to Great Britain (14,400 tons for 53.2 billion Euros). Other important customers included the Czech Republic (7,800 tons) and Russia (5,200 tons). Polish chocolate products were also exported to Austria, Germany, Hungary and the Netherlands. An 86% fall in the exportation of chocolate products to Saudi Arabia was recorded.
„Confectionery is one of the most dynamically developing industries” - says Marek Przeździak, General Secretary at Polbisco (Association of Polish Chocolate & Confectionery Manufacturers). - „Sweets manufacturers are interested in selling their products not only in Poland and the EU, but also in other countries around the world. A large part of Polish sweets is sold in Russia, Arab countries, the Unites States and Canada. Altogether, the entire industry exports to more than 60 countries globally. Polish companies have invested in state-of-the-art production lines so the quality of products is very high.”
Understanding consumer requirements and adjusting the offer to the needs of the market is the key element that guarantees success of the company’s foreign expansion strategy. In order to be competitive on global markets, Polish products must meet a set of standards and hold certificates required on those markets. Also, they should be adjusted to local requirements.
„Wawel exports goods worth 7% of its annual turnover. We are present in more than 30 countries, mainly in the USA, Canada, Germany, the UK and Hungary” - says Tomasz Kuszewski, Export Director at Wawel S.A. - “We export to every continent, except for South America. On foreign markets we sell sweets from the whole product range". However, dark chocolate bars with high contents of cocoa, jelly in chocolate (Mieszanka Krakowska) and filled chocolates dominate. We also export to countries where our “Sugar Free” line of products enjoys very high popularity among customers.
"Our export plans include both entering new markets as well as strengthening our position in those places where we have been present for some time. We pay particular attention to the neighbouring countries, where Wawel S.A. sales representatives operate. We are also planning to begin cooperation with German commercial networks and intensify distribution of our products in the US.”
„Fore some time now, we have noticed an increased interest in our products from foreign companies looking for high-quality goods with unique flavour,” adds Magdalena Karbowska, Export Manager, Doti. - “At present, exports’ share in our company’s sales volume is about 30% and is still growing. Mature Western European gourmet markets - Germany, Great Britain, Belgium, Scandinavia, Austria, as well as niche markets of presents, gift baskets or wine shops are the most important buyers of our products. An exceptional combination of chocolate and such traditional flavours as rhubarb in chocolate, which has received the Great Taste Award 2008 in Great Britain, blackcurrant or gooseberry in dessert chocolate attract particular interest. In the nearest future, we are going to focus on strengthening our presence on Western European markets, and on building and increasing awareness of the Chocolate Garden brand under which our packed products are sold on foreign markets.”
“We are observing an increased interest in praline products” - President of Mieszko, Marek Moczulski notices. - “It is clearly visible in our sales rankings where the top positions on our export lists go to the Chocoladorro and Amoretta boxes. This growth is particularly noticeable in dynamically developing countries of Central and Eastern Europe (Russia, the Czech Republic, Bulgaria or Azerbaijan). In other countries, such as Romania, the position of caramel products is getting stronger, and Zozole are one of the leading brands. At present, we are focusing on the development of distribution of Mieszko’s leading products. We are also considering introducing special versions of these products destined only for a particular foreign market. As a result of close cooperation with our foreign clients, we have come up with various ideas and concepts of new products; e.g. we have recently launched the Pikolo Max caramel candies invented and designed especially for our clients in Azerbaijan".
„Export is of great importance for us and constitutes approximately 15-20% of the entire sales volume, depending on the season” - says Piotr Stawny, Director’s Assistant at Łużyckie Praliny. - „We are mostly interested in European Union countries, in particular Germany, Slovakia, the Czech Republic and the Baltic states. We are planning that the level of export will soon reach 30% of our total turnover. We are most of all interested in the German market, where our products are increasingly popular every year. Moreover, we want to improve our position on the English market, especially at large commercial networks. We pay special attention to the development and improvement of sales in Slovakia and the Czech Republic, where we have recorded a high increase in terms of both the size of the product range and sales volume.”
Exports are also very important for Jutrzenka Colian Sp. z o.o., which is making an effort to become an international company and consequently executes the strategy of expanding into foreign markets. According to Joanna Kozakiewicz, International Marketing Director, the company is adjusting the graphical layout of packaging to the needs and requirements of consumers from particular countries. „Export products constitute approx. 5-7% of our total production. Jutrzenka Colian products are sold in European countries, the United States, Canada and the Middle East,” - she adds.
Exports amount to about 15% of Eurovita’s revenues at present. „Regular products sold under the Terravita, Alpinella and Cocoacara brands from our annual offer are available on the following markets: Greece, Lithuania, Mongolia, Slovakia, Canada, Kenya, Slovenia, Taiwan, Estonia, the Czech Republic, Albania, the United Arab Emirates, Belarus, Latvia, Bosnia and Herzegovina, Kazakhstan, Portugal, Bulgaria, and Namibia”– says Dorota Weres, PR Manager. - „Occasional and festive products are exported to Lithuania, Greece, Slovenia, Estonia, the Czech Republic, Slovakia, Portugal, Canada, Kazakhstan and Romania. As regards our industry products, our main goal and task is to enter Central and Eastern European and Southern European markets, i.e. Lithuania, Latvia, Estonia, the Czech Republic, Slovakia, Hungary, Romania, Bulgaria and Greece. In some of the countries I have mentioned, such as Lithuania, Estonia, Slovakia or Greece, we are making an effort to strengthen our position by reaching a wider group of clients. We want to build a solid position on the remaining markets by reaching potential clients and presenting them our offer. Besides key markets, we are doing our best to expand our sales activities on the markets we already operate on.
Tamara Prusak
Polish dishes have been gaining popularity around the world for some time now. Not only vodka, which has been highly valued for years, but also such characteristic Polish traditional products as sausages and cold meats, dairy produce, breadstuff or sweets are sought and purchased by foreign customers. Even such “exotic” products as sauerkraut or dill pickles have become popular not only among Polish emigrants.
Polish food products, considered to be delicious and healthy around the world, have been gaining recognition of customers. The Polish cuisine is characterised by high diversity and uniqueness of products, many of which are still produced in a traditional way. Foreigners are delighted with the natural and healthy foodstuff of the Polish cuisine as well as its amazing taste and variety of dishes.
Polish products are associated with environmental cleanness, traditional recipes as well as, more and more often, with high quality, lack of chemical additives and preservatives, innovation and technological advancement.
The traditional methods of production make it possible to believe in high quality of Polish dairy products, bread, meat and sausages and cold meats.
The Minister of Agriculture and Rural Development together with voivodship marshals run a List of Traditional Products which includes those goods whose quality or exceptional features and properties result from using traditional methods of production, constitute an element of regional cultural heritage where they are produced and are elements of local identity. The list is available on the Ministry’s website at www.minrol.gov.pl.
Bigos
Together with the inflow of emigration, Polish shops started to appear in the countries that had opened their labour markets for Polish citizens. “Polish shelves” were created in the supermarkets in Great Britain. At the beginning, national delicacies were bought mostly by Poles, but with time, they gained recognition among the British or Irish as well. At such supermarkets as Morrisons or Asda, one may find jars of salad, dill pickles, sauerkraut but also sausages and cold meats as smoked bacon, smoked pork sirloin, meatballs and various types of Polish liquor. Polish restaurants in the West serve bigos, pierogi, meat-stuffed cabbages, potato cakes, beef collops, pork chops as well as red borscht, traditional Polish sour soup and mushroom soup.
Pierogi
In spite of the fact that according to various research Poles during shopping mostly focus on the price, take into account the profitability of a purchased product as well as its quality and freshness, they also pay attention to the country of origin of a given product. They attach great importance to traditional Polish brands. In July 2008, the TNS OBOP research company, at the request of DEMO Effective Launching and KupujNasze.PL, created a list of brands Polish citizens were most proud of. During the research, the respondents were asked to spontaneously list those Polish brands they considered worth recommending and would like to praise abroad. The results were presented during the 1st Polish Product Forum.
Borscht
Among the listed brands, food products were mentioned most often. Chocolate manufactured by Wedel (32.6 points out of 100), Żywiec Zdrój mineral water (28.4 points), Hortex juice (24.1), Tymbark drinks (20.2) and alcohols (Tyskie beer - 23.1, Żywiec beer - 21.9, Żubrówka - 17.4) were recommended most often.
The most valued food products, besides the ones mentioned above, included Winiary (17.1), Pudliszki (14.8), Łowicz (11.7), Sokołów (11.4), Wawel (11.2), Bakoma (11.2) and Goplana (10.7). The most often recommended drinks and water, besides the ones previously listed, were Kubuś (15.9), Nałęczowianka (14.2), Cisowianka (12.4) Muszynianka (10.1) and Fortuna juice (7.3). According to the respondents, Wyborowa (11.8), Sobieski (9.1), Żołądkowa (7.8) and Chopin (7.3) were the most popular vodkas.
Polish sausages and cold meats
There are hundreds types of sausages and cold meats available in Poland. Polish dried sausages, prepared and smoked according to traditional recipes, seasoned with for example juniper or garlic, are considered a delicacy around the world. Polish cold meats, such as ham, pork sirloin, traditional Kindziuk, are not only delicious but have been present both on the Polish and global markets for many years. Krakus exported its goods to the USA and Great Britain back in the interwar period.
Kindziuk
“The market of cold meats in Poland is extremely fragmented; producers do not want to specialise” - says Małgorzata Wódkiewicz, Marketing Director at Meat Plants Pekpol Ostrołęka - “It can be noticed that the consumption of confectionary cold meats, that is cold meat in portions and slices, has increased in recent years. It is caused by the dynamic development of hypermarkets and supermarkets. Not long ago, price was the main criterion consumers took into consideration when selecting a particular product. At present, customers pay more attention to the quality and brand. Therefore, it is extremely important to build brand awareness and identity of products. We will compete in terms of not only the price but also quality.”
“The market is growing all the time; consumers are becoming increasingly demanding, seek new products of better quality” - says Monika Adamus from ZM Pamso - “The competition is fierce – more attention is paid to the image of a brand. Foreign suppliers raise standards forcing Polish producers to focus more on new aspects of goods promotion and sale. Amongst cold meats, customers are looking for new products – thereby the dynamic development is most visible in this field. The segment of Premium cold meats is beginning to play a significant role in the offer of many producers. Presently, the price has stopped being the decisive factor; flavour and quality have become important as well.”
“The Polish market of meat sausages and cold meats is growing, yet it tends to be very volatile. It is influenced by macro- and microeconomic factors to a large extent. Fierce competition forces manufacturers to improve their range of products all the time. Consumers are offered a wider selection and quality starts to play an important role,” - adds Janusz Chowaniec, Export Director at Indykpol.
Based on the “Monitor Rynku Wedliniarskiego 2008” report prepared by “ARC Rynek i Opinia”, during a week, an average household in Poland buys from 0.25 to 0.5 kg of cold meats. When purchasing sausages and cold meats, we are mostly guided by the name (58%) and not the manufacturer’s brand (36%). The most recognisable brands are Sokołów (16% of indications) followed by Morliny (8%), Krakus (5%) and Duda (3%). However, most of the times we place cold meat in the shopping basket without even paying attention to the producer.
According to the research, ham is considered the most popular cold meat – it is bought by 61% of customers. Sausages and pork sirloin are present in refrigerators of approximately one third of all Polish households (35% and 30% respectively). We most often buy pork cold meats – they were mentioned by 58% of the respondents. Poultry cold meats are consumed by every third Pole.
According to the “Polish foreign trade of agricultural and food products in the period from January to September 2008” prepared by the Foreign Agricultural Market Monitoring Unit (FAMMU) of the Foundation of Assistance Programmes for Agriculture (FAPA), the turnover of Polish trade in livestock, meat, processed meat, animal fat and meal grew by 33% in the period January-September 2008 as compared with the corresponding period of 2007.
Red meat and offal played the most important role – their turnover amounted to 1664.2 million Euros and was 52% higher than in the corresponding period of the previous year. During the first three quarters of 2008, Poland exported more than 405,000 tons of red meat and offal in total, i.e. 15.5% more than in the corresponding period of 2007. In terms of value, export increased by 172.6 million Euros and amounted to 840.2 million Euros.
In the period from January to September 2008, the volume of exported meat products from Poland grew by nearly 18%, whereas in terms of value, almost 32% more products were exported. From January to the end of September 2008, Poland exported 94,200 tons of meat products (including 23,400 tons of sausages) for a total sum of 268.7 million Euros. Most of the meat products were sold to the EU member states (86% in terms of volume and 89% in terms of value).
Largest amounts of Polish sausages were exported to the “old” EU states (12,400 tons), new members of the European Community (9,100 tons) and to the Commonwealth of Independent States (1,600 tons), including 1,400 tons to Azerbaijan (increase by 8%). Amongst the “old” EU member states, most of the sausages were imported from Poland by Germany (4,600 tons), Great Britain (3,400 tons), Denmark (2,800 tons) and Ireland (more than a thousand tons). Out of the new members states of the Community, Lithuania (6,300 tons), Slovakia (1,100 tons), Hungary and Estonia were the biggest importers of Polish sausages.
“Polish products are highly valued outside our country, especially in the countries where Polish emigration exists” - says Andrzej Pawelczak, PR Director of Animex Group, which has exported its products to 50 countries worldwide for 50 years now. - “Approximately 30% of the entire sales of the Group are assigned for export. The Krakus ham has been the biggest hit for several years now. It is particularly popular and valued overseas in the USA. Additionally, Japan and Korea have become our important, yet very difficult markets. The European Union is another key area with increasing perspectives, also because of the fact that many Polish citizens, who consider our products to be the best, are on the move all the time. As an export leader we are focused on both – we want to strengthen our position in those countries where we are already present as well as expand into new markets. We hope, similarly to the entire Polish meat industry, that the Chinese market will open soon – a market with unlimited opportunities and… 1.3 billion consumers”.
“The scale of our export has reached 20% in recent years” - informs Leszek Czemiel, President of Management Board at PMB - “The traditionally smoked processed products, i.e. cold meats, and our export hit Kindziuk have been particularly popular among our suppliers. Meanwhile, the unprocessed products we are most famous for abroad include mainly Polish delicious beef. We sell it, especially in quarters and elements, to our customers in Europe and in some parts of Asia. I think that the key to the success of Polish beef is not only its attractive price but also the unique flavour. Polish cows are bred on green natural fields which are free of any industrial contamination. Every customer, regardless of the country of origin, is equally important to us. We know that our products are popular in Western, Eastern and Northern parts of Europe as well as in the Mediterranean Sea basin. In short, we encourage everyone to cooperate with us.”
“Export is an important but not the leading direction of distribution” - says Monika Adamus from ZM Pamso - “Presently, an insignificant part of our products are exported to Germany. These are mainly dried smoked sausages such as Cracow dried sausage, Tatrzańska, Żywiecka and the Podkomorzy sausage. This group of cold meats is characterised by a naturally long expiry date, which is an important element in the case of exports. Moreover, the Wiejskie Smaki line of smoked bacon, manufactured according to traditional recipes and smoked in alder wood smoke, or the Podkomorzy ham characterised by its dark surface, have been popular as well. By exporting the products which are manufactured based on old Polish recipes and according to traditional methods of production, we offer goods that are unique and exceptional on foreign markets. Obviously, we are planning to expand the scale of exported goods. We would like to become known in those places where Polish citizens are looking for familiar flavours which remind them of home. We know that the demand for old Polish goods, manufactured according to traditional recipes, is on a constant rise. Reaching those markets is never easy, but we have been able to successfully export our products to the West and are planning to intensify our efforts in this field of distribution soon. The cold meats produced by Pamso are popular and valued in Poland mostly because we focus on research and development. We will make every effort to sell our products on foreign markets as well.”
Export is an important part of Indykpol’s business strategy. Janusz Chowaniec, Export Director, says that Eastern European countries are the main direction of exporting goods similar to the ones offered on the domestic market.
Indykpol’s export policy is focused both on acquiring new markets as well as expanding the contacts with existing customers.
“Foreign markets are a new branch of operations that we are developing all the time” - informs Małgorzata Wódkiewicz, Marketing Director at Meat Plants “Pekpol Ostrołęka” - “Currently, we are exporting to such countries as Great Britian, Ireland, Lithuania and Italy. Our plans for this year? We want to strengthen our position in those countries where we are already present as well as expand into new, not only European, markets. Why certain products sell better on a given market depends on the gustatory preferences of local communities. Ham, pork sirloin, bacon and thin sausages are widely popular abroad. Cold meats in slices are our latest hit product. This new line of products is available and sold in 100g packages. The classic version includes boiled pork ham, sirloin with mushrooms, cold pork shoulder, bacon, salami, tinned ham and Cracow dried sausage. Meanwhile, ham, pork sirloin and cold pork shoulder are also available in the premium version.”
Due to the fact that a Polish product is at the same an EU product, manufacturers need to fulfil all of the safety standards required by the European Union.
“A Polish product is not worse in any way than other Western products” - stresses Małgorzata Wódkiewicz from Pekpol Ostrołęka - “We have introduced an HACCP system and adjusted the plant to meet the EU requirements in order to offer highest quality of our products.”
“The ISO 9001 and HACCP certificates are the foundation of trade in every European country at present” - says Leszek Czemiel. - “The BRC and IFS certificates, which ensure international standards of food safety, have become an additional yet essential requirement demanded by many customers. They are necessary if one wants to deliver bigger quantities of products, in particular to large Western commercial networks. PMB implemented the BRC and IFS standards in its plant two years ago and often makes use of this fact during trade negotiations with suppliers.”
“Certificates serve as evidence of high standards of production and quality. The ISO, BRC or IFS certification is slowly becoming a standard required by large customers and suppliers of our products” - says Andrzej Pawelczak from Animex Group - “It is very important for them. Consumers who reach for our product want to be convinced and certain that it is safe and of highest quality; they want to have a guarantee that their health is not at risk. Having the certification imposes a special manner of monitoring and control, whereas various audits performed later are supposed to confirm that production processes are carried out according to “best production practices”. Producers are also obligated to conduct quality controls at every phase of production. In our times, if a producer wants to be successful, the aforementioned certificates are an essential standard”.
“ZM Pamso has been granted a certificate allowing us to export our products to European Union member states” - ensures Monika Adamus - “Various audits performed by EU veterinary doctors confirm the use of quality standards and norms which guarantee healthy and safe products. The entire processing stage is monitored everyday in two directions by our own technical service teams and local veterinary inspectors. Being granted the above-specified certificates obligated PAMSO to introduce an HACCP system. This certificate ensures safety of manufactured food. It provides consumers with the certainty that the products are not a threat and confirms conformity of the entire production with the sanitary and veterinary requirements. We conduct chemical and microbiological analyses of raw materials and final products at our own state-of-the-art laboratory.”
Indykpol has also been given the ISO 9001:2000, BRC Global Standard – Food and International Food Standard (IFS) certificates. - “It is an honourable privilege for us and at the same time an obligation to ensue constant supervision over the quality of products” - says Indykpol’s Export Director.
Alcohol
Polish alcohol, especially high-voltage, is extremely popular and valued around the world. In China, the Wyborowa vodka is, after Absolut, the second most recognisable brand.
Most often consumed vodka brands in Poland are Absolwent (18.4%), Bols (13.1%) and Finlandia (11.1%). They are followed by Sobieski (8.9%), Luksusowa (7.9%), Żołądkowa Gorzka (7.9%) and Żubrówka (more than 7% of indications). Wyborowa (5.4%), Smirnoff (4.7%) and Soplica (4.1%) are other brands popular among Polish consumers.
Żywiec (16.5% of indications), Tyskie Gronie (12.7%), Żubr (12.2%), Lech Premium (8.2%) and Warka Jasne Pełne (7.7%) are the most popular and often purchased beer brands in Poland. They are followed by Redds (6.9%), Strong (5.7%), Tyskie Książęce (5.1%) and Heineken (4.9%).
“Polish vodka has always been present in the Polish history and culture. These traditions have been handed over from generation to generation for more than 600 years. At the turn of the 16th and 17th century, Polish liquor was exported to Western Europe (the Netherlands, Denmark, England, Germany, Austria), Silesia, Hungary, the Black Sea coast and Moldova, where a ban on importing Polish vodka was introduced at a certain point in the past” - says Katarzyna Płońska, Export Manager at CEDC Group - “We want vodka, as a category, to be associated with Poland, just like champagne is associated with France and whisky with Ireland or Scotland. When we export our products, we are constantly working to achieve this goal by sharing the Polish traditions with a foreign consumer.”
“Reasonably-priced good vodka will always be popular” - adds Agnieszka Trylińska, Brand Manager at Sobieski Group - “The Group’s flagship product - the Sobieski vodka, a Premium product in Poland, has enjoyed popularity both on the domestic market as well as abroad. It is definitely a result of an exceptional flavour and quality of this vodka, which was awarded a prestigious title of the Best Vodka of the World based on a blind test carried out by the French magazine La revue du vin de Frane and the Golden Medal of the American Beverage Tasting Institute.”
According to the FAMMU report mentioned above, substances (including alcohol, coffee and tobacco products) have been increasingly important in the Polish agricultural and food export. From January to September 2008, the total value of substances exported abroad exceeded 1 billion Euros (increase by 25%). Export of tobacco and tobacco products, mostly cigarettes which constitute 53% of export (whereas alcohol only 13%), was greater as well.
On the other hand, the role of alcoholic drinks (high-voltage, e.g. vodka) in the exportation of substances diminished and did not exceed 40%. Substances were exported mainly (77% of the total value) to the European Union member states – 45% of the entire export was sent to the “old” states and 33% to the new ones. In terms of value, it meant an increase by more than 1/3 taking into account all of the 27 European Union member states, totalling 779 million Euros.
Hungary and Germany were the most important recipients of substances from Poland, mainly cigarettes, coffee extracts and non-alcoholic beverages. The export of substances to these countries grew by nearly 40% and in both cases exceeded 100 million Euros. The exportation of substances to the Netherlands and Slovenia doubled; the value of export to Slovakia grew by 50%, and to Belgium – by 3.5 times. Jordan has become a new market of exportation for substances from Poland – virtually only cigarettes were sold there.
“Żubrówka Bison Grass Vodka is our flagship brand exported to more than 30 countries. It is popular not only in Europe, but also in far Kanda, Australia, Mexico, Chile, the USA or Japan. In order to meet the needs of increasingly demanding foreign consumers, Żubrówka Bison Grass Vodka changed its visage at international markets in July 2007. It appeared in a new package designed by an American agency Pearlfisher” - says Katarzyna Płońska, Export Manager at CEDC Group - “Besides Żubrówka Bison Grass Vodka, we also export Absolwent Vodka – better known in Great Britain and Ireland under the name Graduate. It is becoming more and more popular not only among Polish citizens but also native British residents who have noticed the high quality of this brand at a reasonable price. Additionally, our export portfolio includes Soplica Vodka - one of the most traditional Polish brands. It is sold, amongst others, to Ireland, France or Great Britain.”
Sweets
The Polish confectionery industry is largely dispersed. There are approximately 140 producers - mainly small and medium-size companies. However, a dozen or so largest manufacturers, mostly owned by international corporations, dominate the market. Global players such as Nestlé Polska S.A, Haribo Sp. z o.o., Mars Polska Sp. z o.o., Kraft Foods Polska, Storc Sp z o.o., Lindt & Sprungli, Ferrero Polska, Bahlsen Sweet, Perfetti Van Melle – just to name a few – are all present in Poland. Wedel, now owned by Cadbury Group, used to be the market leader thanks to many years of tradition and high brand awareness. Other companies, such as Grupa Jutrzenka (owner of three manufacturing companies: Goplana, Kaliszanka and Jutrzenka), Cracow’s Wawel, “Solidarność” from Lublin and ZPC “Mieszko” also do very well in the market.
The most popular brands of chocolate in Poland are Wedel (37.5%), Alpen Gold (24.14%) and Milka (20.42%). These brands were followed by less popular ones such as Goplana (14.41%), Wawel (7.56%), Terravita (3.9%) and Nussbeisser (more than 3%).
“The chocolate segment of the Polish market of sweets is still developing and has not been fully saturated yet,” - says Dorota Weres, PR Manager, Eurovita. - “Chocolate bars, which are an essential part of this market, have already witnessed a period of dynamic development. At present, this category records an increase in the sales volume, but on an insignificant level. Nonetheless, a chocolate bar is still the most popular and best-selling product. Under the Terravita brand the following filled chocolate bars are purchased most often: mint, advocate, tiramisu, marzipan-flavoured, milk and dark chocolate bars, as well as chocolate with the “window” addition of whole hazelnuts. Milk and dark chocolate bars are basic products offered by every chocolate manufacturer, whereas other flavours do not have their equivalents among their competitors.”
In general, there are three markets where sweets are sold: Poland, the EU and third countries. Our products are primarily exported to the new and old EU member states, Russia, American markets and to Arab countries. The value of last year’s exports of sweets amounted to about 0,62 million Euros. However, a common phenomenon, occurring both on the domestic and foreign market can be noticed: the requirements concerning product quality increase.
According to the “Polish foreign trade of agricultural and food products in the period from January to September 2008” report, during the first three quarters of 2008, the export of sweets, i.e. confectionery goods with and without the addition of cocoa, grew by 4% in terms of volume (123,300 tons) and by 13% in terms of value (amounting to 422.9 million Euros). The volume of exported goods without the addition of cocoa increased in the said period by 4% and totalled 39,300 tons, whereas its value rose by 10% to 126.5 million Euros. “Other confectionery goods without the addition of cocoa” were the main exports with 48% of share in terms of value and 39% in terms of volume (15,500 tons were sold for a total amount of 61 million Euros). Toffee candies and caramels came second – 12,200 tons were exported for a total value of 26.5 million Euros. These were followed by boiled candies, including the soft-centred ones. White chocolate was also one of the most popular goods. Products without cocoa were mostly sold to the EU member states – 60% of all the sweets exported (23,500 tons for 77.1 million Euros). One fourth of the export went to the Commonwealth of Independent States. Germany and Russia were the most important recipients of our goods – 40% of all sweets without cocoa were exported to these two countries.
The exportation of chocolate products in the period from January to September 2008 amounted to 84,000 tons worth 296.4 million Euros in total. As compared with the corresponding period of 2007, a volume increase of 4% and a value increase of 14% were recorded. Poland sent 72% of goods, worth 212.7 million Euros, to the European Union. Other important export markets included Russia, Ukraine, Turkey, Croatia and the USA. Most of the chocolate products were sold to Great Britain (14,400 tons for 53.2 billion Euros). Other important customers included the Czech Republic (7,800 tons) and Russia (5,200 tons). Polish chocolate products were also exported to Austria, Germany, Hungary and the Netherlands. An 86% fall in the exportation of chocolate products to Saudi Arabia was recorded.
„Confectionery is one of the most dynamically developing industries” - says Marek Przeździak, General Secretary at Polbisco (Association of Polish Chocolate & Confectionery Manufacturers). - „Sweets manufacturers are interested in selling their products not only in Poland and the EU, but also in other countries around the world. A large part of Polish sweets is sold in Russia, Arab countries, the Unites States and Canada. Altogether, the entire industry exports to more than 60 countries globally. Polish companies have invested in state-of-the-art production lines so the quality of products is very high.”
Understanding consumer requirements and adjusting the offer to the needs of the market is the key element that guarantees success of the company’s foreign expansion strategy. In order to be competitive on global markets, Polish products must meet a set of standards and hold certificates required on those markets. Also, they should be adjusted to local requirements.
„Wawel exports goods worth 7% of its annual turnover. We are present in more than 30 countries, mainly in the USA, Canada, Germany, the UK and Hungary” - says Tomasz Kuszewski, Export Director at Wawel S.A. - “We export to every continent, except for South America. On foreign markets we sell sweets from the whole product range". However, dark chocolate bars with high contents of cocoa, jelly in chocolate (Mieszanka Krakowska) and filled chocolates dominate. We also export to countries where our “Sugar Free” line of products enjoys very high popularity among customers.
"Our export plans include both entering new markets as well as strengthening our position in those places where we have been present for some time. We pay particular attention to the neighbouring countries, where Wawel S.A. sales representatives operate. We are also planning to begin cooperation with German commercial networks and intensify distribution of our products in the US.”
„Fore some time now, we have noticed an increased interest in our products from foreign companies looking for high-quality goods with unique flavour,” adds Magdalena Karbowska, Export Manager, Doti. - “At present, exports’ share in our company’s sales volume is about 30% and is still growing. Mature Western European gourmet markets - Germany, Great Britain, Belgium, Scandinavia, Austria, as well as niche markets of presents, gift baskets or wine shops are the most important buyers of our products. An exceptional combination of chocolate and such traditional flavours as rhubarb in chocolate, which has received the Great Taste Award 2008 in Great Britain, blackcurrant or gooseberry in dessert chocolate attract particular interest. In the nearest future, we are going to focus on strengthening our presence on Western European markets, and on building and increasing awareness of the Chocolate Garden brand under which our packed products are sold on foreign markets.”
“We are observing an increased interest in praline products” - President of Mieszko, Marek Moczulski notices. - “It is clearly visible in our sales rankings where the top positions on our export lists go to the Chocoladorro and Amoretta boxes. This growth is particularly noticeable in dynamically developing countries of Central and Eastern Europe (Russia, the Czech Republic, Bulgaria or Azerbaijan). In other countries, such as Romania, the position of caramel products is getting stronger, and Zozole are one of the leading brands. At present, we are focusing on the development of distribution of Mieszko’s leading products. We are also considering introducing special versions of these products destined only for a particular foreign market. As a result of close cooperation with our foreign clients, we have come up with various ideas and concepts of new products; e.g. we have recently launched the Pikolo Max caramel candies invented and designed especially for our clients in Azerbaijan".
„Export is of great importance for us and constitutes approximately 15-20% of the entire sales volume, depending on the season” - says Piotr Stawny, Director’s Assistant at Łużyckie Praliny. - „We are mostly interested in European Union countries, in particular Germany, Slovakia, the Czech Republic and the Baltic states. We are planning that the level of export will soon reach 30% of our total turnover. We are most of all interested in the German market, where our products are increasingly popular every year. Moreover, we want to improve our position on the English market, especially at large commercial networks. We pay special attention to the development and improvement of sales in Slovakia and the Czech Republic, where we have recorded a high increase in terms of both the size of the product range and sales volume.”
Exports are also very important for Jutrzenka Colian Sp. z o.o., which is making an effort to become an international company and consequently executes the strategy of expanding into foreign markets. According to Joanna Kozakiewicz, International Marketing Director, the company is adjusting the graphical layout of packaging to the needs and requirements of consumers from particular countries. „Export products constitute approx. 5-7% of our total production. Jutrzenka Colian products are sold in European countries, the United States, Canada and the Middle East,” - she adds.
Exports amount to about 15% of Eurovita’s revenues at present. „Regular products sold under the Terravita, Alpinella and Cocoacara brands from our annual offer are available on the following markets: Greece, Lithuania, Mongolia, Slovakia, Canada, Kenya, Slovenia, Taiwan, Estonia, the Czech Republic, Albania, the United Arab Emirates, Belarus, Latvia, Bosnia and Herzegovina, Kazakhstan, Portugal, Bulgaria, and Namibia”– says Dorota Weres, PR Manager. - „Occasional and festive products are exported to Lithuania, Greece, Slovenia, Estonia, the Czech Republic, Slovakia, Portugal, Canada, Kazakhstan and Romania. As regards our industry products, our main goal and task is to enter Central and Eastern European and Southern European markets, i.e. Lithuania, Latvia, Estonia, the Czech Republic, Slovakia, Hungary, Romania, Bulgaria and Greece. In some of the countries I have mentioned, such as Lithuania, Estonia, Slovakia or Greece, we are making an effort to strengthen our position by reaching a wider group of clients. We want to build a solid position on the remaining markets by reaching potential clients and presenting them our offer. Besides key markets, we are doing our best to expand our sales activities on the markets we already operate on.
Tamara Prusak
