Polish Magazine for Professionals
Food PolandMay 2014Issue 19
from
TOMASZ PAŃCZYKEditor [email protected]
EDITORIAL
4
Editorial OfficeBagno Street 2/21800-112 Warsaw, Poland
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Fischer Trading Group Ltd.Bagno Street 2/218, 00-112 WarsawPhone/Fax: +48-22 847 93 67Phone: +48-22 847 93 68e-mail: [email protected]: Tomasz Pańczyk
Polish Magazine for Professionals
Food PolandMay 2014Issue 19
from
Tesco, Carrefour, Pilos and Isana are the most commonly bought private labels
in Poland – according to the opinion polls conducted by SW Research. Respon-
dents state that the first factor to pay attention to when buying food products
is their composition.
A survey of public opinion conducted for On Board PR Ecco Network by SW Rese-
arch, for the purpose of a report about the perception of private labels of different
product categories and shopping habits, shows that Tesco brand products were
bought by 64% of Poles last year. Tesco brands were followed by those of Carrefour
(61%), Pilos (34%) and Isana (34%).
The popularity of other private labels was as follows: TiP (29%), Auchan - the logo
with a thumb (21%), Domol (17%), Krakowski Kredens (17%), Auchan– the logo with
a bird (16%), Babydream (12%) and Quechua (11%). Only 5% of the respondents said
that they had not bought private label products.
Noteworthy is the fact that only 1% of the respondents questioned, "Which of
these brands are – in your opinion – private labels of the selected retailers?" chose
the correct answer "all of the brands listed."
Questions asked to the respondents also included their shopping habits. The re-
sults show that composition (53%) and quality (51%) are the factors determining
the choice of a particular food product. Brand or label is important to merely 28%
of the respondents.
While the private label remains synonymous with compromise for many consu-
mers, more and more consumers believe that it is a compromise to their advanta-
ge. Within those categories in the case of which checking the quality, composition
or functioning of the product is relatively easy, private labels record the largest
increase in share. Reaching for private labels by consumers is aided by the fact that
many of these products, at first glance, are no different to the so-called "branded”
competitors. The composition, packaging, and often even the price are no longer
the distinguishing factors.
The most popular private labels in the Polish retail sector
Companies offering their products on overseas markets expect support from state institutions in terms of the promotion of Poland and Polish brands. In what ways does the Ministry of Agriculture and Rural Development support Polish exporters of FMCG? The ministry is involved in activities
which include building quality, tradition
and the brand of Polish food products,
distinguishing high quality products as well
as encouraging producers to participate
in food quality systems. In particular, the
activities focus on products awarded with
the Try Fine Food sign, products included
An interview on the highest quality and unique taste as well as the export successes of food from Poland with Marek Sawicki – Minister of Agriculture and Rural Development.
MAREK SAWICKIMinister of Agriculture and Rural Development
in the 'List of Traditional Products', prod-
ucts involved in the geographical indica-
tion, designation of origin and guaranteed
traditional specialties schemes, as well as
organic farming.
"Try Fine Food" is a national program of
food quality, the objective of which is to
motivate producers and processors, operat-
ing in the European Union, to improve the
quality of products and thus to increase the
variety of food in Poland and throughout
the European Union. We focus on ad-
vertising in the mass media, point of sale
promotional schemes in mega stores and
supermarkets, as well as during national
and international trade fair events in the
agricultural and food industry.
To date, 465 agricultural and food
products produced by 90 companies of
the sector have been awarded with the Try
Fine Food sign.
Appreciating the importance of promo-
tion in the acquisition and maintaining
of sales markets, I'm going to introduce
changes that should lead to a system aimed
at regulating these activities. Hence, my
idea to reorganize the Agricultural Market
Agency, which should deal with promo-
tional activities and market mechanisms.
This would enable professional, and thus
the effective concentration of promotional
activities of Polish food to one institution.
The performance in terms of foreign trade in agricultural and food products in 2013 proved to be very good, with Polish export hitting 19 billion 957 million euro, and the surplus was 5.7 billion compared to 2012. What is behind this good performance? Primarily, it is the highest quality and the
unique taste of Polish food. Systematically
increasing exports is the result of many
years of hard work of producers and pro-
cessors. This is the result of the efforts made
in the modernization of farms and process-
ing plants. The process started before the
accession and have lasted the whole time.
We also owe our success to permanent
attempts to enter more and more markets,
including Asia and the Arab countries. Let's
not forget about what I have already men-
tioned – about the systematic promotional
activities conducted both by the ministry as
well as those interested in benefiting from
the promotional funds.
What is the outlook for the export of Polish agricultural and food products for 2014? Well, if nothing extraordinary or unex-
pected happens, the current trend should
be maintained. At the moment Poland
is facing a challenge in the pork market.
This is not our primary export product,
INTERVIEW
6
but the impact of the embargo can be
felt. We are constantly working to resolve
this situation. I systematically meet with
ambassadors of the countries where we
used to send our pork and pork pro-
cessed products. In the near future I am
planning a short visit to Asia to conduct
direct talks and personally inform our
partners of the actions and activities
being undertaken. I will also make them
aware that since 18 February 2014, when
two cases of ASF were confirmed in the
case of the wild boar found dead near
the border with Belarus, not even one
new case has occurred. There was and
there has never been such a case among
swine herds. I see no reason to maintain
the embargo on Polish pork.
Why is polish food so willingly bought overseas, where does its perfect taste come from? Poland has always been at the crossroads
of major trade routes from north to south
and from east to west.
Our traditional tolerance also attracted
people of different cultures to inhabit our
territory. These influences can also be seen
in our culinary heritage. Recipes and ways
of preparing products, proven throughout
centuries, are still used today in modern
production facilities that meet the highest
quality standards. Centuries of experience
pay off today, when consumers are looking
for natural, traditional products, offer-
ing the highest quality in addition to the
unique taste and smell. Such a phenom-
enon is also, no doubt, resulting from the
fact that our food follows our compatriots
who leave for the United Kingdom, Ireland,
Germany or other countries.
The largest recipient of Polish food is the European Union, which accounts for 78% of our export. Will the diversification of export destinations grow in the near future?Indeed, more than ²/3 of our export is to
the EU market, and Germany, our neigh-
bour, is our largest customer in that market.
This is natural, since food is a specific
product. However, with the state-of-the-art
technology and fast transportation, wider
possibilities of expansion to more distant
markets appear. Slowly, but noticeably,
these proportions are beginning to change.
We are beginning to act more boldly on
new markets that seemed exotic to us. Ex-
port diversification is becoming increasingly
important, as we already ship approxi-
mately ¼ of the value of our agricultural
production overseas .
How is the "Polish brand" perceived overseas, according to you, Mr. Minister?Polish food products are increasingly
in demand. Years of efforts bring tangible
results. Our food is synonymous with
quality and taste. Even some indiscrimi-
nate attacks from some countries have not
harmed it, they are simply afraid of com-
peting with good Polish food. Interestingly
though, such a negative campaign brought
the opposite effect - Polish products are
sought and bought more often, while our
import has decreased, as it happened with
the Czech Republic.
It seems to be a fact that good quality
and taste can defend themselves.
Thank you for your time. Tomasz Pańczyk
"TRY FINE FOOD" IS A NATIONAL PROGRAM OF FOOD QUALITY, THE OBJECTIVE OF WHICH IS TO MOTIVATE PRODUCERS AND PROCESSORS, OPERATING IN THE EUROPEAN UNION, TO IMPROVE THE QUALITY OF PRODUCTS
Photo: Ministry of Agriculture and Rural Development("Try Fine Food")
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INTERVIEW
”“The ability to find
a competitive advantageis of greatest importance
On the qualities of Jutrzenka's products, development of export sales, forecasts for the private label market and the quality systems implemented at Jutrzenka plants – with Krzysztof Koszela, Director of International Markets at Jutrzenka Colian.
KRZYSZTOF KOSZELADirector of International Markets, Jutrzenka Colian
Colian, which includes Jutrzenka Colian – is an organization that meets the "tastiest" dreams of the consumers. Where does such a great deal of passion in creating the highest quality food products come from? Fulfilling the "tasty" dreams of our con-
sumers is our priority! Passion and commit-
ment to creating products combined with
tradition, are the Colian Group’s highest
values. Brands belonging to the portfolio
of our company have been present on the
Polish market for many years. The prod-
ucts of Jutrzenka, Goplana, Solidarność
and Grześki are not only recognizable
among consumers, but most of all have
earned their recognition. Colian attaches
enormous importance to the traditional
way of manufacturing products and creat-
ing original combinations of flavours. Ap-
preciating the value of traditional recipes
used in the company's plants, we do not
forget about the consistent implementa-
tion of modern technology. However, the
uniqueness of the products offered by
Colian Group should be seen, not only in
the traditional recipes and modern tech-
nological solutions, but also in their natural
and homemade taste. All of these features
contribute towards the positive perception
of Polish products on overseas markets.
What percentage of the production volume goes to overseas markets and which product range is available for overseas consumers?Export, which accounts for more than 12%
of our domestic sales, features a very impor-
tant part of the company’s activity. Our strat-
egy is, among other things, about achieving
sales growth in mature markets – by increas-
ing both the weighted and numeric distribu-
tion. Step by step we are also entering new
markets, where we introduce brands equiva-
lent to the Polish ones with an established
market position – under brand names of a
global nature and packaging tailored to the
requirements of individual markets. We very
often adjust our offer to the consumer habits
prevailing in a particular country. An example
of this is our blend of spices, dedicated to the
Russian or Mongolian market. We remain
committed to the high availability of our prod-
ucts at the points of sale. That is why we enter
into direct cooperation with both large retail
chains as well as some selected distributors.
10
Colian's assortment is available in over 30
countries around the world. The export offer
of sweets, spices or drinks goes to markets
in Europe, Asia, the United States, Canada
and the Middle East. Such products as Mella
jelly, Family`s wafer biscuits (equivalent to
Polish Familijne wafer biscuits), Goplana
chocolate (export brand of Chopin choco-
lates), Jeżyki cakes, Alibi bars – are very
popular among overseas consumers and are
gradually gaining new markets. Currently,
we are actively developing distribution to
the markets of Central and Eastern Europe
(Uzbekistan, Kazakhstan), United Kingdom,
USA, Israel, Lithuania, Latvia, Russia and
Mongolia. Colian is also present in the Arab
countries, in Korea and in China.
How important is, to you at Jutrzenka Colian, the export market of private label products?Our strategy is to primarily build our
market position on the basis of branded
products. However, we also participate in
the production of private label products. The
share of private labels in our export isn’t that
large and accounts for only 8% of the total
overseas business. Certainly, over time this
performance may improve, but now, due to
the growing export of our branded products,
private label shares remain at a similar level.
What is the outlook on the growth of branded and private label products for Jutrzenka Colian?A very good, but a the same time a dif-
ficult question. Currently, we are quite op-
timistic about the development of exports
in our company. We believe that the export
of branded products will develop with a
double-digit dynamics. As for the develop-
ment of private label products, I believe
that also this market segment will grow, but
looking at the results in Europe – it will not
be a development featuring high growth,
mainly due to the maturity of this market
segment. Retailers will therefore concen-
trate on proven and reliable suppliers who
will be able to meet the growing expecta-
tions of the private label market.
Will we see, in 2014, Jutrzenka Colian entering new markets (also with private label products) or perhaps an expansion of your export activity on you current markets? Our company has a huge potential for
growth, and therefore a continuous exten-
sion of the offer and acquisition of new mar-
kets is very important to us. We constantly
build a positive image of the company as
a reliable partner, offering product ranges
of high quality, and this makes our export
sales of food products grow all the time. The
main motivation for entering new markets
and expanding the export offer is to increase
the revenues and scale of operations, as
well as expanding – an already quite large –
customer portfolio. Through expansion we
shall be able to permanently strengthen the
strong positions of our product brands and
further develop the extremely competitive
segment of private label products.
Are there any geographical barriers in the context of export activity for Jutrzenka Colian? Quite the opposite, geographical barriers
do not exist for us whatsoever. We can
boast of a really wide field of activity in
terms of export sales, although, in contrast
to our major competitors, we do not have
production facilities outside our country.
This fact motivates us to be even more
determined and hard working.
So there are other obstacles that make it difficult for you to develop your export activities...
I am afraid so. The first obstacle includes
the formal and legal aspects and those as-
sociated with custom policy.
For there are markets less friendly to
foreign manufacturers. One of them is the
Ukrainian market, which, in my opinion,
always bore the mark of high political risks,
similar to the unpredictable Russian market.
This is an extremely important aspect,
which should be paid attention to when
considering investment in the long term.
The second aspect, which can also be an
obstacle to export activities, includes social
and cultural considerations. For that reason
the portfolio of products must be adapted to
the needs and preferences of the consumer.
We must therefore know what they like,
what form of products they prefer - before
we choose to engage in any export activity.
What are your criteria for the pricing policy in Poland and how would they differ in the case of your overseas markets?In Poland, the products with the logo of
Jutrzenka Colian, Solidarność are sold in the
Mainstream Plus segment. This is possible
due to the high quality of our products, at-
tractive packaging and consumer knowl-
edge of the brands offered.
In the case of overseas markets, the pric-
ing policy must be consistent and relevant to
individual areas of sales, as well as individu-
ally tailored to each market. For example,
in Mongolia, where our products have now
been known for years, our product range is
located on the premium shelf – price-wise.
Special recognition in Mongolia is enjoyed by
the Vigor and Siesta brands, which are heav-
ily promoted in printed media and on televi-
sion. We have also expanded the number of
OUR STRATEGY IS TO PRIMARILY BUILD OUR MARKET POSITION ON THE BASIS OF BRANDED PRODUCTS
11
INTERVIEW
points of sale, we are constantly improving
exposure, we are introducing consumer pro-
motions and tasting of products. All of these
activities have contributed to the increase in
sales and building consumer loyalty of the
Mongolian consumer towards our brand.
Another example could be the UK, where
we work directly with both large networks
and distributors. The UK market is highly
competitive and the high quality of products
are particularly important and is as well our
priority. Exported products are also strongly
supported by marketing activities and as such
they are well promoted, with growing sales.
For a company operating on overseas markets, to hold a strong position it must have a strong brand. What would be the activities that Jutrzenka Colian undertakes in terms of education of its brand beyond Polish borders? Certainly, a strong brand no doubt helps
establish a position on an overseas market.
Nonetheless, without such a brand, one can
still strengthen its position through the smart
use of the so-called marketing mix.
The ability to find a competitive advan-
tage is of greatest importance, and we at
Jutrzenka Colian build such an advantage on
the basis of innovative product offer. Good
positioning of the offer is also of key impor-
tance. Depending on the market we shall
expose such attributes as quality, taste, form
of presentation or the brand itself. We also
invest in marketing and advertising through
building brand awareness, which is known
in Mongolia, Lithuania, Latvia, Russia, USA,
the UK or Israel. In contrast, the brand-
ing strategy itself is based on our product
portfolio. For example, in Poland, we make
our appearance under the brand name of
“familijne", overseas that brand is "family's",
in Poland we offer "jeżyki", overaes we sell
the same product under the brand name
of "clue". Our portfolio also includes such
brands as "Akuku", Goplana, Appetita and
Vigor spices, which in our opinion are inter-
national and universal. We are also refraining
from increasing our range of products, on
the contrary – we try to reduce our portfo-
lio, since the more branded products in the
portfolio, the harder it is to manage them.
What is your way of highlighting the origin of Jutrzenka Colian products and their qualities when engaging in cooperation with overseas partners?It is very important to have a business
partner pleased to be working with the com-
pany, which is why we do care about the
good image of Colian Group. As mentioned
earlier, we focus on the tradition, natural-
ness and home taste of our products. These
are no doubt the most important qualities
that have an impact on the positive percep-
tion of ours Group portfolio. As a manu-
facturer, we inform about the origin of our
products, making it clear that the product
was either packed in Poland or made in Po-
land. This applies to each category: culinary,
confectionary and beverages products. And
so, the motto of the Appetita brand: “Se-
duces with aroma", highlights what is natural
and best about Appetita spices: the aroma,
freshness and rich flavour. On the other
hand, the phrase: "Siesta is nature's finest
delicacy!" – emphasizes the full flavour and
nutritional value of Siesta delicacies made of
selected fruits, dried in their natural climate.
While the words "Jutrzenka, the sweetest
for years" – confirm that this is a brand that
has for years guaranteed the highest quality
products through a combination of tradi-
tional recipes and modern technology. I re-
ally could talk about the qualities of Colian
Group products without end…
Cooperating with overseas partners prompts the implementation of safety and quality assurance systems as well as obtaining relevant certificates...Colian implemented relevant qual-
ity systems and obtained a number of
certificates, which confirm the reliability of
the company and concern for the safety of
consumer products.
Our production plants feature the HACCP
system of hazard analysis and critical control
points, which eliminates the risks associ-
ated with biological, chemical and physical
hazards of the food we manufacture. The
objective is to identify and assess the scale of
food safety hazards during all of the stages of
production and distribution. The HACCP sys-
tem gives the certainty that the company has
done everything possible for the safety of the
product and the consumer in respect of legal
provisions, principles of good manufacturing
practice and the needs of customers. We also
have the ISO 9001:2000 quality manage-
ment system, which is used as a powerful
tool for continuous improvement of product
quality and efficiency of the company. In
addition, Jutrzenka Colian has implemented
the ISO 14001 environmental management
system, guaranteeing the company’s care to
protect the environment and the appropriate
level of occupational health and safety. Since
we export our products to the European
Union, we have also implemented the
International Food Standard – the standard of
quality required by German retailers, as well
as the British Retail Consortium – a standard
of quality required by British chains. We
have also obtained certificates of conformity
with standards, i.e. documents releasing our
products for sale on Ukrainian, Belarusian
and Russian markets. Relevant health authori-
ties visit the company, review our production
processes and examine quality issues. On this
basis, we have obtained a certificate releasing
our products for sale on eastern markets.
Thank you for your time Tomasz Pańczyk
IT IS VERY IMPORTANT TO HAVE A BUSINESS PARTNER PLEASED TO BE WORKING WITH THE COMPANY
12
"Bałtyk" Confectionery Industry Limited
Company is a company with a 90 year tradi-
tion in manufacturing sweets. Throughout its
history, the company has developed recipes
of high quality and with a variety of flavours,
which has became the hallmark of the com-
pany. Ever since, it was chocolate that reigned
in the wide range of Bałtyk's products. It has
been highly-estimated by consumers for its
excellent taste qualities.
Previously, production was concentrated in
three production facilities. Each of them was
specialised in manufacturing a different kind of
product range, from manufacturing chocolate
and chocolate products and the related cocoa
bean processing, through to multi-flavour jel-
lies, brittle blocks, different types of halva, se-
same snaps, and to the hard and filled caramel
candies, as well as lollipops.
Through the years of its activity, the compa-
ny has manufactured a wide range of products,
so it has gained enormous experience.
At present, the Bałtyk Company is part of
the Bomilla Group, a company located in
Włocławek, Poland, which in 2005 purcha-
sed Bałtyk Company from the world famous
Fazer. Nowadays, it is a modern company
that carries on its eminent tradition. It has a
well-equipped factory and experienced staff
that is committed to the production of high
quality products.
"Bałtyk" Confectionery Industry
PRESENTATION
Bomilla Group owns three production faci-
lities, two of them in Włocławek, Poland, and
one of them in Gdańsk, Poland. In total, we
can produce about 15000 tons per year. The
combined offer of the Bałtyk Company and
Bomilla comprises a wide range of products
such as caramels, lollipops, dragees, covered
candies, chocolate creams, different types of
hard and filled chocolate, chocolate candies,
candies filled with liqueur, jellies as well as cho-
colate-covered toffee.
At the end of 2013, we implemented an in-
vestment which allowed to broaden our range
of products with single twist pralines.
The new Tesori Pralines are available in four
unique flavours: Latte, Coconut, Advocat, and
Cherry. They were very well-acclaimed. In ad-
dition, we recently introduced to the market a
new box of chocolate which contains chocola-
tes filled with a Cranberry – Flavoured Liqueur.
This box of chocolate comprises12 little bottles
filled with cranberry-flavoured liqueur.
Not only Polish consumer palates may en-
joy products of the Bałtyk Company, but also
foreign ones. You can enjoy them in countries,
where our sweets are exported.
Bomilla-Bałtyk Group may consider 2013
as a very successful year. We increased sales
in both the domestic and foreign markets. We
managed to acquire several, very good con-
tracts for the production of private brands. You
might even say that the growth rate of exports
to some extent was a surprise for us. We recor-
ded a double-digit increase in turnover, which
was largely achieved by exports.
Having implemented new product ran-
ges this year, we hope to further increase
our sales turnover.
You can find out more about us at: www.zpcbaltyk.pl, www.bomilla.pl, email: [email protected] 13
The Strong position of Polish Private Label productsPolish private label products enjoy a strong position both on domestic as well as overseas markets. According to forecasts this strong position will become even stronger with each year. A great opportunity for expansion of Polish private label products overseas is participating in the PLMA trade fair, held in Amsterdam each year. The high quality of Polish products and flexibility in negotiations with foreign counterparties are, of course, invaluable. The saying "A Pole can do it!" takes on a positive meaning in this context.
PRIVATE LABELSTh
e Man
ufac
ture
r's Vo
ice
KRZYSZTOF DUDAKForeign Trade Director, Jantoń
Poland is known, not only in Europe but in the
world as well, for high quality food products.
Polish apples for example are considered
some of the best in the world in terms of
quality and that is why, among other things,
Poland is currently the world's largest export-
er of apples and the third largest producer.
As for the quality of alcoholic beverages from
Poland, it is comparable to the quality of
products from other countries. Decades of
experience in the industry, modern technol-
ogy, rigorous adherence to the manufactur-
ing principles as well as international quality
management systems, such as ISO - HACCP,
BRC or IFS, which Jantoń has, guarantee the
highest quality of our products.
Long gone are the days when private label
products were intended only for custom-
ers with lesser financial resources. This is a
market that demonstrates very rapid growth,
the sale of private label products is growing
The M
anuf
actu
rer's
Voice
ARTUR KOWALCZYKCommercial Director, Tago
TAGO, reacting to the new trends and
changing expectations of the clients,
improves quality of their products on a
continuous basis. It makes use of mod-
ern technologies and applies carefully
selected raw materials thanks to which
perfect products are manufactured.
Taking care of the highest quality of the
offered products is a permanent part of
the strategy of the company.
by a fifth each year. Consumers no longer
associate private labels with low prices and
unfortunately – poor quality. Products under
private labels are now a permanent part of
the landscape of the modern retail industry.
DYNAMIC GROWTH In several product categories, such as
chemicals and food, private labels already
account for more than 50 percent of the
market. Their sales are growing rapidly
in Poland. In 2013, the value share of
private label sales in the FMCG basket
was 18.2 percent, showing an increase of
1.5 percentage points compared to 2012.
The sales value of private label products,
year on year, increased by almost 9 per-
cent, while the sales of branded products
fell by more than 2 percent. Private labels
now have more than 20 percent of the
market share and may ultimately reach as
much as 40 percent.
The increased interest in products
without the formerly esteemed manu-
facturer's logo can be already seen in all
mature markets. In the United Kingdom,
Belgium and Germany, their market share
is over 40 percent, and over 53 percent in
wealthy Switzerland.
WHAT IS THE NATURE OF PRIVATE LABEL SUCCESS
Primarily, the price, which often works
wonders. If, in fact, we are dealing with
a popular product in an interesting, good
quality package, then we are talking about
the extra costs it will generate. It is often
also supported by a campaign promot-
ing the brand. If all those extra costs get
eliminated, the price will go down and the
quality will still be the same. Furthermore,
in order to enter overseas markets with a
branded product, significant investments
are required to promote the brand and to
develop its distribution, while in the case of
14
The M
anuf
actu
rer's
Voice
KONRAD MICKIEWICZ Vice President of the Management Board Director of Development,Bomilla/Bałtyk
The confectionery industry enjoys a long tradi-
tion in Poland, many production plants were
established before the Second World War.
ZPC Bałtyk may be an example of such a com-
pany, its 90th anniversary was celebrated last
year. Over the decades, the company has
changed its name, the brands under which
it has produced, the owners, but the thing
that has not changed is its quality and care
for products, regardless of the brand name
under which they are produced.
The issue of Private Label is not a new
one for us, the experience of Bomil-
la (current owner of ZPC Bałtyk) has
been successfully implemented in
Bałtyk and has enabled a significant
increase in volumes, due to private la-
bels produced both for the domestic
market as well as export markets.
This production has its own character-
istics, it requires very close cooperation
with the owner of the label, good knowl-
edge of his expectations. This often leads
to creating a completely new product that
is able to meet customer expectations, of-
ten higher than manufacturer’s brands.
a private label product, the retailer’s brand
is already known among consumers and
the chain itself ensures distribution.
The economic situation and the FMCG
market itself made room for the develop-
ment of private labels. On one hand, the
quality of products confirmed with the
logos of known suppliers is appreciated.
On the other – price is the determinant of
a bargain and a reasonable purchase. Espe-
cially in the times of crisis and slim wallets.
This is the beginning of confidence that
turns into loyalty and increased demand.
After all, cheaper does not mean worse!
Poles now more often read the labels,
seeking to find out the composition of
the purchased product, they often pay
attention to its nutritional value. In addi-
tion to the composition and the price of
the product, suppliers are also important
to customers. If they are a well-known
company whose branded products are
popular, private label products gain confi-
dence. Polish products meet the applica-
ble standards, feature relevant certificates,
and Polish production plants are currently
certified for the quality of their operations.
More and more such positive exam-
ples can be found, primarily in the food
industry, in such categories as meat and
smoked meat, cheese, sweets, or alcohol.
Polish manufacturers, whose products can
be found on the shelves of large chains and
are present in a greater or lesser degree in
an overseas market, operate production
plants suited to this purpose.
THE MANUFACTURER’S PERSPECTIVE
Production under a private label is
the key point in the strategy of many
companies. It has become an extension
of their own business, and for some, the
possibility to regenerate and increase
their productive capacities. The possibil-
ity to prove themselves in another area,
difficult, challenging, but also bringing
quick and tangible results.
One of the consequences of this phe-
nomenon is the growing number of com-
panies that engage in the production and
sale of products under the private label. On
the other hand, retailers gradually develop
their portfolio of private label products
trying to create the widest possible range of
products. This phenomenon creates a plat-
form to establish new business relationships
and strengthen the existing ones between
the producers and retail chains.
Manufacturing private label products is
a very good solution for many small and
medium-sized enterprises that enables
them to develop and to increase their
production quantities. Manufacturing
private label products makes it possible to
reduce staff at sales departments and to
focus on the manufacturing function itself
as well as on proper relationships with
suppliers of raw materials or packaging. It
should also be noted that the manufactur-
ing of private label products for small and
medium-sized enterprises enables the
reduction of product distribution costs,
marketing efforts in the rivalry for custom-
ers, which represents a significant cost in
the case of products manufactured under
a manufacturer’s branded name.
Polish private label products are com-
petitively priced and above all feature
competitive quality. It is worth mention-
ing that manufacturers invest in the latest
Private label is increasingly gaining
popularity and value year by year.
This results from the fact that pri-
vate label products are no longer as-
sociated by the customers as cheap
imitations of better branded goods.
Currently, these products meet the
restrictive quality standards, are given
an interesting packaging, and most
importantly, are cheaper than the
market leaders' products.
The Manufacturer's Voice
ARTUR CZUPRYNA Export Director,Delicpol
15
Organizer of international fair
leader of fair services
Maxpol Sp. z o.o., Hoza Street 86, 00-682 Warsaw, Phone: +48 22 628 06 21, 625 14 08, 629 96 21, Fax: +48 22 621 03 73 [email protected], www.maxpol-targi.com.pl
FOOD FAIRS 2014
FINE FOOD AUSTRALIA AUSTRALIA SYDNEY 8 – 11 September
FOOD AND HOTEL THAILAND BANGKOK 10 – 13 September
PLME DUBAI UAE DUBAI 14 – 16 September
WORLD FOOD RUSSIA MOSCOW 15 – 18 September
BIOFACH AMERICA USA BALTIMORE 18 – 20 September
WORLD FOOD (GIDA) TURKEY ISTANBUL 9 – 12 October
WORLD FOOD UKRAINE KIEV 28 – 30 October
SIAL PARIS FRANCE PARIS 19 – 23 October
INDAGRA FOOD & DRINK ROMANIA BUCHAREST 29 October – 2 November
SWEETS & SNACKS MIDDLE EAST UAE DUBAI 9 – 11 November
SEAFEX UAE DUBAI 9 – 11 November
THE SPECIALITY FOOD FESTIVAL UAE DUBAI 9 – 11 November
WORLD FOOD KAZAKHSTAN ALMATY 4 – 7 November
IFEA RPA JOHANNESBURG 5 – 7 November
PLMA CHICAGO USA CHICAGO 9 – 11 November
FHC CHINA CHINA SHANGHAI 12 – 14 November
PROWINE CHINA CHINA SHANGHAI 12 – 14 November
TEA & COFFEE CHINA CHINA SHANGHAI 12 – 14 November
MEAT CHINA CHINA SHANGHAI 12 – 14 November
SIAL MIDDLE EAST UAE ABU DHABI 23 – 25 November
OWN LABEL SHOW UK LONDON 26 – 27 November
WORLD OF FOOD CHINA BEIJING 26 – 28 November
SWEETS & SNACKS CHINA CHINA BEIJING 26 – 28 November
MIDDLE EAST NATURAL & OR-GANIC PRODUCTS EXPO UAE DUBAI 9 – 11 December
PLMA SHANGHAI CHINA SHANGHAI 10 – 12 December
winner
category the best fair
trades organisator abroad
Inside every
cookie you’ll
discover a sweet
surprise of liquid
velvety cream!
a d v e r t i s e m e n t
technologies and quality control sys-
tems, hence continuously improving the
position of food products on the global
private label market does not come as a
surprise. Opportunities for continuous
development are great, each manufac-
turer has its own recipe for success in
the private label sector.
Today a great number of retail networks
seek Polish manufacturers of private label
products that are able to meet quality
requirements and that feature flexibility
in terms of the products they manufac-
ture. International retail chains organise
tenders for the supply of private label
products to several countries. Success-
ful bidding opens the door to overseas
markets. Manufacturers from Poland have
been and still will be strong competitors
to overseas manufacturers.
Monika Dawiec
17
INTERVIEW
KRZYSZTOF DUDAKForeign Trade Director, Jantoń
Interview with Krzysztof Dudak – Director of Export and Import at Jantoń
Flavours of the World:
The business of the company is based in part on the export of wines. In which countries are Jantoń products available and what part of the revenue comes from your exports?We ship our products to such countries
as: Lithuania, Latvia, Estonia, the Czech Re-
public, Slovakia, Slovenia, Spain, Germany,
the United Kingdom, Japan, Hong Kong,
Australia, Ireland, France, Switzerland, and
exports account for 5% of turnover.
And on which markets is Jantoń present with private labels and who are the customers for these private labels?We manufacture private label products
working directly with retail chains in Poland
as well as in the world, such as Eurocash,
Jeronimo Martins Distribution, Carrefour,
Makro, Polomarket, Intermarche, and the
private labels produced for these partners are
an important part in the company's turnover.
Which products from the private label portfolio can guarantee commercial success to the company on the global market? These are the main two categories of
products: DobronCider, made from ap-
ples grown in Poland and the Taste of the
World line. These are ready made drinks
known throughout the world, such as Pina
Colada or Mango Colada. They are being
sold under the Captain Tom brand, evoking
memories of exotic vacations.
At the end of last year Jantoń introduced cider into the Polish market. Today cider is a completely new category of alcoholic drinks in Poland. The company expects that in 2014 it will be your cider that is going to increase its market share and build distribution. How is cider accepted by consumers overseas? The cider market in the world can be
divided into two categories: classic ciders in
traditional packaging sold in countries with
a long tradition of production and con-
sumption, such as France and the United
Kingdom. The second category includes
modern ciders in modern packaging, usually
flavored, colored and sweet. The latter are
sold in countries such as Lithuania, Latvia,
Estonia, Finland and in Asia. We offer both
classic and modern ciders, featuring differ-
ent flavors and different packaging. With
this product we are able to meet the needs
of both Polish and overseas consumers.
What opinion do Polish manufacturers enjoy in Europe? Is the fact that Polish entrepreneurs are able to deliver high quality products, with every detail being taken care of during the production process, appreciated by your overseas partners?Poland is known, not only in Europe
but in the world as well, for high quality
food products. Polish apples for example
are considered some of the best in the
world in terms of quality and that is why,
among other things, Poland is currently
the world's largest exporter of apples
and the third largest producer. As for
the quality of alcoholic beverages from
Poland, it is comparable to the quality of
products from other countries. However
it is the international quality management
systems, such as ISO - HACCP, BRC or
IFS, owned by Jantoń, that guarantee the
highest quality of our products.
Thank youKatarzyna Paciorek
Many years of experience in the industry, modern technology and rigorous adherence to production principles guarantee the highest quality of Jantoń products.
18
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mm
erc
ial
info
rm
at
ion
INTERVIEW
JOANNA LACHExport Manager, Pekpol Ostrołęka Meat Processing Plant
Joanna Lach, Export Manager at Pekpol Ostrołęka Meat Processing Plant speaks on the extensive product portfolio, presence in overseas markets as well as private label products.
The history of Pekpol Ostrołęka Meat Processing Plant already goes back 40 years. Since the commencement of its operation the company has been a significant manufacturer of smoked meat in Poland. What position does the company enjoys today in overseas markets and how does it compete with companies operating in Europe? When I think of competition I also think
that our wide range of products is the
advantage – 120 products on offer. Our
product portfolio includes both products in
the economy segment, as well as premium
products, hence our potential customers
can easily choose products that meet their
needs and taste preferences. In addition,
customers have the confidence that each
and every product, its formulation and the
method of preparation, is repeatable and
of high quality, prepared with great care. As
a result, our products speak for themselves.
The confidence of our customers pays off
and Pekpol Ostrołęka Meat Processing
Plant enjoys the image of a reliable and
responsible manufacturer. Also in Poland.
What is the key element of the company's strategy when it comes to the production of private label products?As it turned out over the years, when it
comes to private label products, it is not
only the price that is important to our cus-
tomers but also the quality of products, pro-
duction capacities and packaging proposals
that follow the changing market.
Pekpol currently produces 120 product items. What percentage of the products are sold to overseas markets, in which countries can your specialties be found, which products and for which foreign contractors are being exported under their private label?About 10 percent of our production is
exported. Pekpol’s products are present in
several countries, including such markets
as: Lithuania, Latvia, Estonia, but we also
send our products to Hungary, the Czech
Republic, Slovakia, Germany, England,
Ireland. We have been also exporting to
Sweden for two months now.
For a growing group of Polish consumers, private label products have become their first choice. How does it look like on other markets that Pekpol cooperates with? In Poland private label products enjoy
lower market share than for instance in
Western Europe, but their considerable
growth will slowly make that differ-
ence blur in a few years. Private label
products are popular in many countries,
including the UK, Belgium, Germany and
Switzerland. In Central Europe com-
mercial brands are primarily popular
in Slovakia (almost 40% of the market
share) as well as in the Czech Republic
and Hungary (almost 30%).
According to some data published at the beginning of 2014, 29 per cent of Poles eat a sausage at least once a week and the Polish sausages market is already worth PLN 3 billion. Are foreign consumers equally positive about that product of Pekpol? Foreign consumers are also very happy to
consume sausages both in eastern as well as
western European countries. Sausages are
one of our main export products to Slovakia
or Ireland.
Thank you for your time. Maja Święcka
20
PRIVATE LABELS
The Agros-Nova Capital Group is the largest processor of fruits and
vegetables in Poland. It is also a leading manufacturer in the food indus-
try with brands with a huge recognition on the market: Łowicz, Fortuna,
Tarczyn, Garden, Pysio, DrWitt, Krakus, Kotlin, Włoclawek, Fruktus. In
our range we offer 170 products including: juices, nectars, fruit juices,
carrot and fruit juices, vegetable juices, jams, fruit syrups, preserves,
plum confection, cranberry and huckleberry preserves, ready made
sauces, tomato concentrates, pickles, canned vegetables and ready
soups in cartons. Our products have received many distinctions which
confirm their high quality and healthiness and excellent taste. They are
all 100% natural, and contain no preservatives or artificial colours.
Agros-Nova employs almost 1,500 people and has a presence
in several market segments, in which has a leading place. We own
three efficient and modern production plants: in Łowicz, Tymien-
ice and Włocławek, where we apply world-class technologies.
Every plant has its own storage facility.
Jantoń manufactures private label products working directly with
retail chains in Poland as well as in the world, such as Eurocash,
Jeronimo Martins Distribution, Carrefour, Makro, Polomarket,
Intermarche, and private labels produced for these partners are an
important part in the company's turnover. With the diversification
of packaging: TETRA PAK, PET bottles, glass bottles with various
capping systems and capacities, as well as due to cooperation
with reputable suppliers of components, we are able to deliver a
product that meets all the expectations of our consumers. The wide
range of products include products with an alcohol content of be-
tween 4.5% and 21%. With the development of our company, the
number of private label products increased and now these include
products such as wines, mulled wines and alcoholic beverages.
At the end of 2013 Jantoń company introduced cider made from
apples grown in Poland and in the first quarter of this year it supple-
mented its portfolio with a line called Taste the World. Both ciders
as well as ready-made drinks such as Pina Colada or Mango Colada
are known throughout the world and it is these very products that
Jantoń sees as being successful in terms of sales in the near future.
Colian is primarily a manufacturer of branded confectionery
products, however in today’s world private label products account
for an important part of the company’s business. Currently, the
market interest in private label products is very large, that is why
the company makes a continuous effort to adapt to the expecta-
tions of consumers. Colian's offer is fairly extensive, the portfolio
include a broad, complementary range of confectionery products
– from impulse purchase wafers, family wafers through gummy
candies, chocolate bars, chocolate biscuits to pralines. But this isn't
all of it yet! The confectionery offer is supplemented with a whole
range of culinary products – from mono spices,mixtures and fixes
through to drinks – carbonated, non-carbonated or aseptic drinks.
The main feature of Colian products is high quality and the
manufacturing process based on traditional recipes. Another
advantage is no doubt the flexibility of the company that largely
seeks to meet the needs of the consumer. Colian cooperates with
the largest retail chains in the country and overseas.
Confectionery Cooperative of the Disabled SLOWIANKA pro-
duces confectionery products since 1954 and for over 15 years it has
Private Label products in its offer. Own Brand Products offered by
SLOWIANKA are delivering to the three large retail chains in Poland.
SLOWIANKA produce a wide range of sweets targeted at people of
all ages. Private Label offers filled caramels, hard caramels and biscuits
like sandwich biscuits. All of mentioned products are produce in many
flavors and different tastes. SLOWIANKA in addition to advanced
network of distribution in Poland has also big experience in export.
Company’s products can be try in Europe, Africa and Asia. Through
participation in international fairs such as: SIAL CHINA, SIAL MIDDLE
EAST, ANUGA, SIAL PARIS, WORLD FOOD MOSCOW, DIAZA-
Throughout last years Brand Products offered by Polish manufacturers have been enjoying a great success not only on the domestic market, but also among foreign consumers. This trend progresses today, therefore it is essential to know remarkable offer of Polish products.
Polish Private Labels abroad
22
GRO and FOOD EXPO in HONG KONG and DENMARK company
expanding its customer base overseas and still actively developing
its export. Due to the high activity and actions to promote company
products SLOWIANKA still increase numbers of foreign customers.
Bogutti Ltd is a modern and dynamically developing company,
which, since the day it was created, has focused on producing
high quality products. Bogutti Ltd offers biscuits stuffed with semi-
liquid cream (La Gustosa Crema, TweeTT 150g), Butter Cookies,
American Cookies with filling (Choco-Gutti 160g), Chocolate
Chip Cookies, Nutritional cookies with oats & cornflakes (Choco -
Fit 135g), Milk, Choco and Butter Fudges.
Years of experience makes Bogutti Ltd capable of offering its
customers comprehensive private label solutions today. With an
individual approach to each of our clients, the company is able to
guarantee high-quality products that will satisfy and meet market
expectations. The company creates its full assortment starting
with the concept or idea, through to the recipes, packaging, up to
bringing the finished product to the shelf.
The Bogutti Ltd team comprises people with great knowledge
of the FMCG market. Their every action is dominated by commit-
ment and passion, which guarantees excellent cooperation. The
quality of products is guaranteed by the highest quality raw materi-
als from reliable suppliers. Bogutti Ltd invites for cooperation all
companies interested in creating their private label products or
distributing an existing brand. Our sales department is constantly
expanding the distribution network of Bogutti Ltd products.
It is the consumer that is of greatest value to our company and
that is why particular attention is paid to raw materials from which
our products are manufactured. Bogutti Ltd cooperates only with
reliable and proven suppliers. All materials feature the necessary
certificates to ensure consistently high quality.
The company works with the best to provide the best quality
products. Suppliers are long-term, proven partners with extensive
experience. They are the guarantee of the excellence of Bogutti
cakes. The shared experiences result in the high quality products be-
ing prepared paying attention to every, even the smallest detail. The
common value and the goal of the company is a satisfied customers.
TAGO has been on the market since 1966 and it is one of the
biggest production plants of confectionery products in Poland. It
offers a rich selection of cookies, including but not limited to, puff
pastry cookies, cocktail biscuits, gingerbread, wafer biscuits and
stick wafers, sponge rolls and sponge cakes, cookies of any type
and luxury products in chocolate. A distinctive feature of TAGO is
their care of the highest quality and unique taste of their products.
TAGO pays also attention to functionality of the packaging. As one
of the first companies, TAGO applied an innovative easy open/
re-close system that allows for maintaining product quality longer.
Products that are worth recommending are: Tagers wafer biscuits
covered with delicious dark chocolate and Tago Choco Czoks,
cocktail biscuits covered with dark chocolate or milk chocolate in
various flavours. The hit from the puff pastry product line are puff
pastry pretzels with butter and Wiktorki. We created the special
Tago Kids product line for our youngest clients. The offer of that
line includes: cocktail biscuits Łatki, custard creams Oletki and
wafer biscuits in milk chocolate Tagerki.
TAGO exports its products to nearly 50 countries all over the world.
Most of their new products are shown at the fairs in Cologne, Dubai,
Amsterdam and in some other places. TAGO holds a quality manage-
ment certificate ISO 9001:2008 and ISO 22000:2005/ IFS/ BRC.
The ANITA Company is one of the leading enterprises in the
ice cream and frozen food industry in Poland. The comany’s main
activity is the production of ice cream, with an additional activ-
ity in the production of frozen convenience foods, such as potato
dumplings with filling and Polish-style dumplings called pierogi.
ANITA manufactures its own products under a few brand names.
The Cafe Morani brand is designed for dairy ice cream and some
premium ice cream. The Anita brand is dedicated to standard-line
products. For 15 years we have been supporting chain stores in the
creation of their own private labels. We have earned the trust of
companies such as Jeronimo Martins Polska (Biedronka), Carrefour,
Netto, Kaufland, Tesco, Aldi, Intermarche, and Rivona (Norfa).
ANITA has its own distribution network across all of Poland and
provides its own logistics services to wholesale companies and
Polish manufacturers manage a large and increasingly modern produc-
tion base and still enjoy relatively low labour costs, which, in many mar-
kets (not only European), enables us to compete with local producers.
The strong point of Polish manufacturers lies in recipes based on natural
ingredients that combine tradition with modernity, access to high quality
raw materials and attractive prices. ISO and BRC quality certificates are
standards without which offering private labels is not possible. Unfortu-
nately, modern machinery nowadays is no longer enough.
Therefore, in the development strategy of Bogutti Ltd, we put great em-
phasis on innovation, efficiency and high quality of the products offered.
Passion, years of our employees market experience, extensive knowledge
and quality in action – have resulted in ultimately satisfied customers and
are the key to our success.
The Manufacturer's Voice
ELŻBIETA BĄKIEWICZ Export Sales Manager,Bogutti Ltd
23
chain stores. The Company is aided organizationally by the ISO
22000 food safety management system requirements as well as
the International Food System, version 6. More information about
the firm and its products can be found at www.anita.com.pl
The history of Zakłady Mięsne Pekpol Ostrołęka dates back 40
years. Since the beginning of its operation, the company has been
one of the biggest industry plants in Poland.
Along with the transformation of the economic and political sys-
tem in our country, our plant has been greatly improved, and the
whole production process automated. In order to compete with
companies operating in Europe, new technologies were introduced
and adapted to the requirements of the European Union. The use
of modern technology is now the key element of the company's
strategy. Creating an efficient machine park helped us to design and
implement a completely new production cycle. Currently, Zakłady
Mięsne Pekpol Ostrołęka, have well-developed machinery, which
includes: downstream slicing line for cutting red meat, meats slicing
line, packaging line for packing products in cartons.
The modernization and introduction of new technologies is not
the only factor that determined the success of Zakłady Mięsne
Pekpol Ostrołęka. An important element is to preserve the tradi-
tion and perennial recipes. Most products are continuously made
based on proven and unchanging recipes. The company currently
produces 120 product items. The range of products is vast and
includes: smoked meats, thin sausages, thick sausages, frankfurters,
offal meats and delicatessen, block products. The flagship products
are the "Paryżanki" sausages, which were twice awarded with the
prestigious Consumer Laurel "Best in Poland", as well as products
included in the Oak Pantry line, Oak ham, Pantry Kabanosy,
hunter's sausage, juniper sausage, and dry Krakow sausage.
Our product offer is adapted to the changing market and con-
sumer needs. Products are packaged in the form convenient for
the customer: map, vac, catering packaging, cartons.
Zakłady Mięsne "Pekpol Ostrołęka" continues to improve. This
is confirmed BRC, IFS and ISO 22000 relating to the food safety
management system.
Politan is a household products manufacturer, that prepared wide
range of products for different purposes. We have had almost 30
years of extensive market experience in hard work aimed at provid-
ing the best product possible. Amongst many professional products,
the household products manufacturer offers i.e. aluminium trays,
roasting bags, roasting sleeve, safety clips, baking paper, ice cube
bags, alufoils and many more. We excel in producing the best prod-
ucts of the highest durability with numerous, universal applications.
Customer is central to our development strategy. Thanks to our cus-
tomers we have inspirations to provide proprietary solutions for the
industry of products for fast moving household products (FCMG).
DELICPOL has huge experience in production under private label.
We are a leader in jaffa cakes private label manufacturing. Our goods
are produced for the biggest retail chains all over the world. Our bis-
cuits meets customer expectations in Europe, North America, Australia
and Asia. In Delicpol’s Private label offer you can find sponge cakes,
gingerbreads, jaffa cakes, shortbreads, breakfast biscuits and other.
Our goods are aesthetical and interesting packed in compliance
with European standards. We produce under ISO 9001:2000
quality system and ISO 14001, ISO18001, HACCP and BRC.
The Bałtyk company is part of the Bomilla Group, a company
located in Włocławek, Poland, which in 2005 purchased Bałtyk
Company from the world famous Fazer. Nowadays it is a modern
company that carries on its eminent tradition.
We implemented an investment which allowed to broaden our
range of products with single twist pralines. Discover the treasure of
“Baltic sea” unique candies with liquid alcohol filling hidden under
delicate sugar shell and smooth layer of delicious chocolate in a new
favour – Vodka. The Tesori Pralines are available in four unique fla-
vours: Latte, Coconut, Advocat and Cherry. In addition, the Bałtyk
company introduced to the market a new box of chocolate which
contains chocolates filled with a Cranberry – flavoured liquer. You
can enjoy our sweets in many countries, where they are exported.
The M
anuf
actu
rer's
Voice
GRZEGORZ BARSZCZSales and Marketing
Director, PolitanPolitan's business strategy rests on two pillars: retail sales for consumers (Go-
sia and Amigo brands) and B2B sales. The second business activity covers
contracts with buyers who receive products that are implemented as a part
of the buyer's offer, and it also covers cooperation with distributors and trade
networks with regard to their private labels.
Throughout the years we became experts in making disposable baking
products: trays, sleeves and bags for baking and grilling trays. Our philoso-
phy on private labels focuses on providing professional service, top quality
products and high production volumes. When working with our clients we
believe that the supplier's role is not only to deliver the client's order, but also
to inspire and put forward proposals for other products. We are committed
to building a common business. We consequently pursue this task with our
highly skilled and professional people and our cutting edge machinery and
equipment. Our highest standards are confirmed by HACCP and conform-
ity certificates for ISO 9001:2009 and ISO 14001:2005.
Politan is a global supplier of baking bags and sleeves. We can also make
small batches of customized grilling trays to satisfy the client's most specific
24
PRIVATE LABELS
POLISH PRODUCTS
Tagers 220gCrispy cocoa wafers covered with delicious dark chocolate decorated with while
chocolate stripes.
www.TAGO.com.pl
GingerbreadGingerbread balls, star-shaped gingerbreads filled with best quality marmalade and
pretzels are the unique blend of fluffy cakes with spicy nuances in chocolate.
www.DELICPOL.pl
Tago kids – a new product line for kids The product line includes: cocoa wafers in milk chocolate Tagerki 110g, biscuits
with cocoa hazel crème with milk and white chocolate thin crust - Łatki 90g and
cocoa biscuits with vanilla flavour crème 85g - Oletki.
www.TAGO.com.pl
Party Jaffa Cakes 135g Jaffa cakes are loved since over 80 years throuhout the world. Sponge cake
combined with juicy fruit jelly, covered with best chocolate, create a unique taste.
www.DELICPOL.pl
Poetic 500 mlTHE POETIC LINE OF DAIRY ICE CREAM in 4 flavors, is made of fresh cream
and all natural ingredients. The ANITA Company manufactures these products
under the brand name CAFE MORANI. The brand is designed for dairy ice
cream and some premium ice cream.
www.ANITA.com.pl
Choco Czoks 280gCocktail biscuits covered with dark chocolate or milk chocolate
in various flavours.
www.TAGO.com.pl
American cookiesNew line of cookies with tasty and delicious extras:
- cranberries with white chocolate chunks
- banana chips with chocolate
- apple pieces with cinnamon
www.DELICPOL.pl
Pierogi - A Polish specialtyGrowing more and more popular across Europe is convenient food from Poland.
The ANITA Company is a leading producer of Polish-style dumplings called
pierogi and pyzy.
Pierogi are made of wheat dough with many different fillings.
www.ANITA.com.pl
25
POLISH PRODUCTS
Likworki Baltic VodkaDiscover the treasure of „Baltic
sea” unique candies with liquid
alcohol filling hidden under
delicate sugar shell and smooth
layer of delicious chocolate
in a new favour – Vodka.
Manufactured with 90 year
tradition in ZPC Bałtyk Sp.
Z o.o. in Gdańsk.
www.ZPCBALTYK.pl
DrWittFruit juice with a unique taste,
combined with important nutrients.
Helps to maintain the proper
functioning of the body.
www.AGROSNOVA.com
Filled chocolate bars 150-154 gUnforgettable combination of smooth chocolate taste and sweet delicious
filling in seven different flavors Marzipan, Mint, Strawberry, Whisky and Coffee,
Amaretto, Advocato and Malibo.
www.ZPCBALTYK.pl
Choco-Fit 135 g Nice taste experience for breakfast and for coffee break. Nutritional cookies
with oat & cornflakes in three kinds: chocolate chips and cranberry,●chocolate
chips and hazelnut, dark chocolate and orange peel.
www.BOGUTTI.com
Tweett 150 g In two-tone crunchy cookies you will find rich, velvety cream. We promise you
nice taste experience and no messy fingers! Bogutti Ltd offer you chocolate,
hazelnut, coconut and macchiato taste.
www.BOGUTTI.com
Choco GuTTi 160 g Crunchy cookies, delicate and chocolate at the same time, it promises maximum
satisfaction and long leave of original chocolate, hazelnut or orange taste!
www.BOGUTTI.com
Tesori pralines with 4 different filling flavoursDelicious pralines filled with four unique fillings: Latte – aromatic coffee flavoured
filling surrounded with delicious milk chocolate, Kokos – delicate coconut interior
hidden under delicious milk chocolate, Wiśnia – unique combination of cherry
and chocolate filling covered with smooth dark chocolate, Advocat – delicious
filling with advocate flavour under delicate dark chocolate cover.
ww
w.Z
PCBA
LTYK
.pl
Łowicz SyrupRaspberry syrup prepared
from the best raspberries with
no artificial colors or flavors
enriched in Vitamin C. Can be
used to prepare drinks, as an
addition to tea and dishes.
www.AGROSNOVA.com
SondaDelicious taste of nectar obtained
from a combination of carrots
and fruits, contains Vitamin A, C
and beta carotene. Perfect for a
quick snack
www.AGROSNOVA.com
26
POLISH PRODUCTS
JeżykiJeżyki is one of the most recognized and popular brands on the confectionery
market. Jeżyki is a range of unique biscuits with original shapes bristling with spikes
that conceal a wealth of ingredients. Available in many different flavours and coated
with Goplana milk or dark chocolate, for years now they have been liked by those
with a fondness for sweets and enjoying recognition from the food industry.
www.COLIAN.pl
Dobroński CiderCider comes from the best
Polish apples. The cider delivers
an amazing refreshment
hidden in the unique, carefully
developed recipe. Its light
and fruity taste recalls of the
ripened apples from sunny
orchards. Consumers,
especially women
highly appreciated the
harmonious combination
of fresh apples and
cinnamon.
www.JANTON.pl
Thin sausages from MazuryProduced from the highest quality pork meat. 100 g of product produced from
102 g of pork meat. Packed in gel cover. Consumption only for a barbeque.
Weight of unit packaging 400 g.
www.PEKPOL.pl
Roasted KnucklePrepared with special selected pork meat and natural spices. 100 g of product
produced from 102 g ham hock. Product packed in foil with possibility of heating
in the microwave. Product packed in aesthetic cardboard package weighing
about 300 g. It tasted great both hot (in Lunch
version) and cold (as addition to
bread). To have a taste, warm meal
you only need to heat (it) up in
the oven, on barbeque or in the
microwave. Ham hock fits
perfectly with a hunk of
bread, baked potatoes
and mustard.
www.PEKPOL.pl
Śliwka NałęczowskaDelicious, the only ones of their kind, candied plums in cocoa filling, covered
in dessert chocolate, and made for the last fifty years according to a traditional
recipe. Every moment with
plum will make you enjoy
it and reach for it once
more. It just melts in your
mouth, it's... a delight to
the palate.
www.COLIAN.pl
Alibi MaxIf you are looking for moments of relaxation and a real bliss, you'll be delighted
with the Alibi bar, a combination of a cookie with caramel and rice crisps. The
more demanding palates might get the pleasure out of the coconut-flavoured
Alibi. Drenched in milk chocolate will take you to a dreamworld and become
YOUR inspiration to life.
www.COLIAN.pl
Captain TomCaptain Tom – Taste the world consist of four products. There
are most popular world drinks such as Pina Colada, Mango
Colada. Brasiliana taste was inspired by the FIFA World Cup
2014 and for those consumers who like new experience
is Guanabana taste.
Guanabana is an exotic
and very juicy fruit, growing
in Peru and Bolivia, used
often in alternative medicine
because of its health
properties. Let Captain Tom
take you on the Taste Wolrd
Journey.
www.JANTON.pl
Familia Premium FIT & VIT – Muesli Biscuits www.SLOWIANKA.com.pl
Aluminium Barbecue TraysOur aluminium trays are produced in any shape according to our customer’s
individual needs, however the most common forms are rectangular and circular.
We offer You solid aluminium trays made of special, reinforced aluminium alloys,
with the wall thickness varying between 60 and 80 mm,
which makes them very durable and
solid. Our aluminium
trays are produced
exclusively from the
materials, that have
gained necessary
certificates, which make
them safe for food contact.
www.POLITAN.pl
co
mm
erc
ial
info
rm
at
ion
27
Some time ago basic products were the only type of products sent overseas by Polish manufacturers, mainly cereal and fruits. Today everything looks different. Products from Poland, synonymous with quality and taste, enjoy an ever growing interest on global markets. More and more diverse products are exported and Polish producers can count on the promotional support of some state institutions.
In order to help Polish companies in
promoting products and establishing new
business contacts the Agricultural Market
Agency invited food industry entrepreneurs
to participate in the PLMA AMSTERDAM
2014 trade fair and exhibition.
EFFECTIVE ACTIONTrade fair events are the venue for fa-
vourable trade talks and establishing many
new contacts. This year, at PLMA Amster-
dam, the promotion of Polish companies is
carried out under a common logo on the
28
PRIVATE LABELS
Poland tastes good!
In 2013, Poland manufactured 3.09 million tonnes of apples. We became the second largest apple exporter (after China).
Find delight in excellent Polish food...
Who is the biggest apple exporter in Europe?
Polish agriculture merges tradition and modernity. The ingredients,
manufactured mostly with traditional methods, are processed
in modern processing plants.
Polish sweets win European and global markets. In 2013, export of sweets (and snacks) from Poland increased for another year to exceed 1,57 billion €.
Poland is EU’s fourth largest manufacturer and third largest exporter of poultry meat. In 2013, the value of poultry meat export was about 1.2 billion €.
Poland!
Visit us on PLMA’s World of Private Label in Amsterdam
stand 8804 www.arr.gov.pl
national stand, organized by the Agricul-
tural Market Agency (stand no. 8804). “As a
company active in the private label sector,
participation in PLMA Amsterdam is impor-
tant to us because of its prestige. This is the
most important private label event and by
participating in it we have the opportunity
to present our company and establish new
export contacts” - says Beata Samsel, the
Director of Export and Import for MELVIT.
Participation in such events is a great op-
portunity for companies. As a result, they
are able to mark their presence in the mar-
kets which already exist. "For us, interna-
tional trade fairs are particularly important
because Pekpol is present with its products
in several countries, including the markets
closest to us: Lithuania, Latvia, Estonia, but
we also send our products to Hungary, the
Czech Republic, Slovakia, Germany and
England. Such events as PLMA in Amster-
dam give us the opportunity to promote
products from our offer as well as new
products, establish new business contacts,
exchange experience and learn about
current trends. It's also a chance to gather
some information about the competition.
It simply pays off to participate in trade
fairs and exhibitions. It is worthwhile being
where one can meet procurement special-
ists, marketing directors of hypermarkets,
discount stores, wholesalers"- says Joanna
Lach, Export Manager at Pekpol. Through
the cooperation with the Agency for Agri-
cultural Market, companies that had never
before participated in any event, now have
the opportunity to show themselves to
potential business partners.
POLISH TRADITION AND QUALITY Polish products combine not only tradi-
tion, but also modernity. Their production
is based on traditional ingredients and pro-
cessing methods in state-of-the-art process-
ing plants. The key to success are products
of the highest quality and vast experience in
the industry in which the Polish producers
operate. For example, ACTIV was founded
in 1996. It is a family business focused
on horticulture. The company special-
izes in the supply of domestic and foreign
fruit, mainly apples. In 2011, its activities
expanded to include manufacturing of the
ROYAL APPLE natural turbid juice. "It's a
juice which isn’t made from concentrate,
but is pressed from carefully selected,
nutritious apples with some addition of
other fruits or vegetables. Our juices do not
contain any additives, are sugar free, water
free or preservative free. With the advanced
technology of production they maintain the
highest taste and health values. They enjoy
a good reputation among consumers - one
taste is enough to become a loyal customer. „ „ACTIV will participate for the first time, until the present moment our Royal Apple juice is not available under any private label. We do consider, however, various directions for development, so this type of trade event can be a very good opportunity to introduce our product.
Waldemar Żółcik CEO
ACTIV
30
PRIVATE LABELS
„ „Our pastries (cakes and cream-filled biscuits) along with goods made of hard and stuffed caramel are available under a private label. We work with a number of retail chains and customers operating in the private label market. At PLMA, apart from the products already mentioned, we intend to show products covered with milk chocolate: fruit and marzipan flavoured caramel, nuts, pistachios, raisins or cranberries.
Sławomir Pawłowski, President of the Management Board
CSI SŁOWIANKA
For generations, we have been involved
in fruit growing and we know about fruit a
great deal, making that knowledge useful in
manufacturing our juices”- says Waldemar
Żółcik, the CEO of ACTIV. Polish companies
no longer compete with price only to at-
tract business partners - the quality of Polish
31
a d v e r t i s e m e n t
products is appreciated overseas. “For 40
years we have been involved in the meat
industry. We are growing dynamically, we
have modern machinery with a large pro-
duction capacity, we also expand, cyclically,
our product range with innovations that
meet the needs of today's consumers. Our
potential business partner will certainly ex-
pect products at attractive prices but also of
good quality. We are a manufacturer with
potential, that can be trusted, as evidenced
by our success in terms of exports and the
certificates and awards we have obtained,
necessary for export"- adds Joanna Lach,
Export Manager at Pekpol. On the other
hand, CSI SŁOWIANKA is IFS certified for
its entire production. "Daily work in accord-
POLISH WAY FOR GAINING COMPETITIVE ADVANTAGE
The interest in private label products is
gradually increasing among clients from
many countries. Innovation and modernity
are the key strengths of Polish companies
that enable them to compete with the larg-
est players in Europe. “Confectionery is a
highly competitive industry. In addition to
large companies there are countless small
and medium-sized enterprises on the mar-
ket. In seeking competitive advantages, an
important element in marketing activities
is to find ones own distinct advantages that
distinguish the company’s products and
attitude towards the market. These are the
very differences that enable us to com-
„ „Our product range is very wide, but at the PLMA trade exhibitions we will present traditional cold cuts, which are becoming increasingly popular among customers in many countries. Traditional hams are becoming increasingly common export products. In addition to the traditional smoked meat, Polish dry and semi-dry smoked meat, to be seen on our PLMA stand, have also found a well-established position on markets across Europe. We can also see room for meat other than pork. Our offer includes 100% turkey or chicken smoked products or pure smoked beef with no pork additives whatsoever. Such a selection of smoked meat makes it possible for us to reach a different group of customers who, for various reasons, do not consume traditional smoked meat - or “smoked pork”.
Krzysztof Borkowski President of the Management Board
"Mościbrody" Meat Plant
ance with the certificate guarantees our
customers the high safety of our products.
Large emphasis is placed on obtaining
reproducible high quality products using
exclusive raw materials of natural origin"-
says Sławomir Pawłowski, the CEO of CSI
SŁOWIANKA.
32
PRIVATE LABELS
„ „Private label is a significant part of our business. We tailor-make our products to meet customer needs. Products that we focus on are oatmeal, various whole-grain cereals, barley and buck wheat groats
Beata Samsel Director of Export and Import
MELVIT
pete effectively on overseas markets with
private label providers from Poland and
other countries"- says Sławomir Pawłowski
the President of the Management Board
at CSI SŁOWIANKA. Pekpol Meat Process-
ing Plant exports private label products to
as many as three foreign partners: Latvia,
Slovakia and Germany. “The meat industry
features some considerable competition,
also in terms of attracting private label con-
tracts. Our company mainly competes with
a wide assortment as well as the quality
and repeatability of products "- says Joanna
Lach, Export Manager at Pekpol. According
33
One of the biggest manufactures of:
Ice cube bags
Food cling film
Aluminium foil
www.politan.pl
Meet us at:658 Hollandhal
Barbecue trays
Roasting Bags & Sleeve
Baking paper
a d v e r t i s e m e n t
to the President of the Management Board
at "Mościbrody" Meat Plant - "Our strength
is the long-standing experience on overseas
markets and the flexibility of our business
- while maintaining high quality." Polish
companies seek competitive advantages
not only in good cooperation with custom-
ers and meeting their needs, but also in
the development of production potential.
Currently, MELVIT is in the final stage of
commissioning a new facility. “This new
facility will quickly turn our company into
one of the most technologically advanced
manufacturers in Europe for dry goods,
such as cereals and groats" - adds Beata
Samsel, the Director of Export and Import
at MELVIT.
THE POLISH POTENTIALWhat business partners expect from Pol-
ish manufacturers is a stable cooperation
with market established organizations. One
need not look far. For Pekpol it is already
40 years of experience, CSI Słowianka cel-
ebrates this year its 60th anniversary. How-
„ „Our portfolio includes a lot of private label products, including salami under the ARO brand for MACRO, Sopot sirloin, FINE FOOD maturing ham - also for MACRO, INTERKI sausages, My Mum’s ham for Intermarche, BERGIO sliced cold meats for NETTO, and a great number of others. We intend to present a wide range of products during the trade exhibitions: smoked bacon products, salami, kabanos sausage lines, as well as a line of our barbecue products
Joanna Lach Export Manager
Pekpol
ever, Polish companies are not only about
experience, they are also about knowledge
that allows meeting the needs of their
customers. "Continuous efforts towards the
best possible quality and technological ad-
vancement of products and packaging en-
sures high level of safety to our customers
and enables the increasing attractiveness of
private label products, attracting even more
consumers," - says Sławomir Pawłowski,
President of the Management Board at
CSI SŁOWIANKA. High quality products,
large production capacity, modern design
and professional team are the advantages
demonstrated by Polish manufacturers to
customers on global markets.
34
PRIVATE LABELS
In the recent time some rapid develop-
ment of private labels has been observed
– what's interesting, these are not the least
expensive products, but only those cheap-
est in their qualitative category (position).
Hence private labels are very precisely
positioned (systemically). Not only do they
shape the retailer's sales policy (and also
more often the manufacturing policy, as
they sell well and solve a number of manu-
facturer’s problems, as long as he is able to
meet the requirements), but also create its
image, identity and credibility towards the
consumer. These are the retailer’s products
and retailer’s identity as well as its responsi-
bility for the relationship with the customer.
The times of finding a safe haven in the
niche terms “prices lowest of the lowest”
and "let God's will be done" are long gone.
In other words, on average, whether that
applies to the economy or standard or even
premium private labels, the price is about
25-30% lower than the so-called branded
equivalent. However, this is followed, step
in step, by the genuineness and quality
of the product. Confirmation of this is the
creation of the so-called market identity of
discount stores, or in opposition – delis and
the assessment of the level of private label
products. The market claims that private
labels compared to branded products
and their relative price range, should be
cheaper than their threshold price. This is
obviously a simplification, because it hap-
pens that a good private label can catch
up with the price and still sell better than a
branded product, which ironically, confirms
the previously stated thesis.
THE SHARE OF PRIVATE LABELS IN THE MARKET
Today private labels are estimated to make
about 23% of the market, but for exam-
ple in food it is almost 30% (AC Nielsen
reported 28% a few months ago). Market
leaders include the so-called discount stores
(Biedronka, Lidl, Netto type stores), with
a share of private labels in excess of 60%.
However, supermarkets and delis have a
lot to say here. An interesting phenomenon
are wholesalers’ private labels, with rapid
investment by the owners. Some achieve a
share of as much as 40% in their category,
arranging lines in premium, standard and
economy private labels as well as special-
ist private labels, i.e. for specific customers,
such as HoReCa. Examples include Makro
C&C or EUROCASH. On average, however,
the wholesale segments constitutes some
dozen or so of the private label share, with
an outlook of a huge growth dynamics, “fol-
lowing the slowdown," which has just been
publicly "trumpeted" – 13% was reported last
year, so today it will certainly be above 15%.
This way private labels end up massively
on small areas, the behaviour of which has,
until recently, been considered to be almost
contrary to the strategy based on private
labels. This change of the situation has been
determined by franchise chains, integrated
precisely by large wholesale organisations.
HoReCa experienced the same, with a
strong share of private labels in purchases,
reaching approximately 30%. In the non-
food segments, the situation is very complex:
some segments of the market see a negligible
share of private labels, such as in the case
of high end cosmetics. However, in other
segments private labels can hold as much
as 70% of the market, this includes cleaning
materials and products, hygiene products,
and some branches of household paper
and chemicals. Similarly, in textiles, where
the "cheap and nice" private labels of retail
chains constitute almost the whole offer.
THE POPULARITY OF PRIVATE LABELS
Popularity comes from several sources.
One of them is predominantly the price,
flexibility to fashion, properties comparable
to branded products and, finally, the market
context, that is, the structure of the demand
and competition instruments involved.
Private labels, during the slowdown, enabled
consumers to pursue their consumption
habits while their wallets were becoming
“thinner”. Both the retailers and the manu-
facturers discovered that it was worthwhile
to sustain sales at lower costs. At this point
it should be noted that the improved offer
of private labels rarely comes from reduced
quality but more often from savings on pro-
duction costs ("exporting" orders to cheaper
countries, such as Asia), introduction to the
store shelf, maintenance and promotion.
Increased sales translate into higher turnover,
and lower costs of manufacturing and dis-
playing (inventory turnover) is the opportu-
nity for improved margins, percentagewise.
In the past majority of private label products
were the cheapest products, today approxi-
mately 10 to 15% of them can be found on
the "economy" shelf. Standard positioning
dominates (and not “economy” positioning
Getting along with private label
Maria Andrzej Faliński, General Director,Polish Organization of Commerce and Distribution (POHiD)
36
PRIVATE LABELS
as the common message still holds, obvi-
ously not true), limited from the top by some
15% of premium positioning. This varies in
different product categories, but the overall
picture of the market is just as described.
THE PROFITABILITY OF PRIVATE LABEL SALES
The paradox of private label prices is that
it benefits everyone, except of course those
who cannot afford the production of private
labels and those who have chosen to take
such a step. A private label can be a part of
any portfolio, but in a scale appropriate to
each situation. A small entrepreneur trying
to pursue a private label project in a large
retail network will not stand the rivalry with
large suppliers and the large-scale finan-
cial terms. It requires precise calculations
and the awareness of the initial financial
outlay needed to eventually achieve some
turnover. Otherwise it is like digging a grave
under the rubbles of ones own business and
interests on working capital loans. However,
some tailor made private label projects do
exist. For example, local wholesalers and
equally local chain stores (catering, mar-
kets), are served by local manufacturer. In a
wisely conceived project there is money to
be made by everyone, as lower unit costs
leave space for a fair margin and some loot
to be shared: beneficial to the consumer,
the manufacturer as well as the retailer. This,
though, is not a rule. There are projects that
are most beneficial to the retailer (in most
cases), but there are also those where the
manufacturer takes almost everything. How-
ever, it is the consumer that always wins,
paying relatively less.
PRIVATE LABELS IN POLAND VS. OTHER MARKETS
Poland is chasing the most modern
markets, but in my opinion, the market
in Poland has a very positive outlook for
its development and for the satisfaction
of still not so wealthy consumers. The
success is due to the specific structure of
retail formats. As was calimed some years
back, it is not true that only discount
stores are successful, which occasionally
is announced by the media, or hyper-
markets. Smaller retail chains also grow
rapidly and firmly, making an effective
use of the strength of local markets, the
dynamics and structure of supply are
clear, translating into a large range of
private label products, across the whole
country or only on local markets (it is
estimated that potentially there are as
many as 250,000 SKU’s of food products
alone). In this ocean of possibilities the
share of private labels is significant and
powerful competition (market density)
causes pressure to maintain the quality
as the basic factor of market power. This
is evidenced by the evolution of private
labels and their presence at all levels of
positioning. I believe that Poland will
always be behind the structural leaders
of private label products (in terms of the
share of private labels in total market
sales), such as Switzerland
(53%), Spain (51%) or the
UK (46%), or even
Portugal (44%)
being, after
all, a relatively small market. Our target
"league" is in the middle of our European
peers, i.e. the level of private label share
comparable to Germany (now 42% for
Germany, without major deviations for
several years) – say 35% to 40%. In our
region (when it comes to food products)
we are more or less comparable with our
neighbours – the Czech Republic with a
27% share, Slovakia with 30% shares.
Private label is not only a consumer
or operational business category – it
is a specific way for the cost effective
flow of capital and operational fund-
ing between sectors and the almost
imperceptible, at first glance, but very
effective way of consolidating the sales
potential of manufacturing and dis-
tribution companies. It does not alter
the ownership structure, and makes
both investment as well as operational
financing more effective (including the
financing of working capital on the
wholesale and retail market). This is
obviously a competitive challenge, but
which innovation is not, even the non-
technological but financial and opera-
tional system, like the market of the
growing and developing private label.
37
TRADE FAIR “SANS FRONTIÈRES”
An interview with Małgorzata Ryttel, member of the Management Board of MAXPOL, an organizer of trade fairs.
MAŁGORZATA RYTTELManagement Board, Maxpol
For how long has MAXPOL been involved in organising trade fairs?"MAXPOL" was founded in 1990, so
the 25th anniversary of the company falls
next year. Our business includes organis-
ing the participation of Polish companies
in international trade fairs and exhibitions
overseas, as well as the organisation and
operation of conferences and meetings for
the purpose of presentation.
What is the range of services offered to the exhibitors?The offer includes a comprehensive set of
services associated with the participation in
trade fairs and exhibitions, in particular the
implementation and versatile maintenance
of stands, services of interpreters, hostesses
or auxiliary staff. We also offer full support
for participation – such as with accommo-
dation, flights and transfers. Our customers
receive support from a strong team of expe-
rienced staff who are able, if necessary, to
provide professional advice or assistance in
implementing customised projects. We also
offer full marketing support in catalogues of
trade fairs and exhibitions as well as trade
publications in the host country. Precisely
targeting the needs of our customers, pro-
viding full comfort to them as well as the
responsibility for the commercial success of
participants of the events organised by us is
the motto of the company.
Are there any geographical boundaries for your business? Currently, the world trade fair has no
limits for us. We organize trade fairs on all
continents. Between 1990 and now several
thousand of exhibitors have attended a
trade fair organised by us, occupying a total
area of several thousand square meters.
Our efforts and the struggle of the whole
team in their daily work are appreciated by
individuals, companies and organizations
we work with. We have been awarded a
large number of diplomas and awards by
our exhibitors and our overseas partners.
Among other things, we have the title
'Leader of Trade Fair Services' and the rec-
ommendation of the Polish Chamber of Ex-
hibition Industry. We are extremely excited
about the show of kindness and apprecia-
tion as well as declarations of willingness for
further cooperation.
How would you describe the tangible benefits of participation in events organized by Maxpol? To trade, one must exist. One of the
forms, the objectives of which is to be
present on a particular market, are trade
fairs and exhibitions. Participating in trade
fairs develops collaboration, cooperation
between companies, and in particular
in business. Those companies that have
already participated in specific trade
fairs can best determine the effectiveness
of such participation. Both for our past
customers as well as for those who intend
to take advantage of our offer, our work
involves the initial recognition of inter-
est in the offer of Polish companies. The
initial reconnaissance involves sending
dozens of offers to potential customers.
The selection is made by our co-organ-
izers. The benefits of trade fairs may
vary. Primarily – a personal identificaton
of the market. Reconnaissance not only
of the products themselves, their qual-
ity, aesthetics, design and technological
solutions, but – which is most important
– price competitiveness and the terms
of introducing products into the market.
Trade fairs and exhibitions are and will
remain one of the forms of promotion, no
matter where organized.
38
INTERVIEW
How widespread is the interest of companies in the trade fairs organized by MAXPOL?To say without boasting – large. The inter-
est of Polish exhibitors is partly due to the
existing tradition of trade. "B2B" meetings
are the primary feature of trade fair events.
Trade fair events for which industry are the top interest?The main industries involving a signifi-
cant number of exhibitors are the food and
automotive industries. In the case of the food
industry, in Western Europe, we mainly rec-
ommend such events as ANUGA and ISM in
Cologne, SIAL in Paris, PLMA in Amsterdam,
IFE in London, or trade fairs for the agricultur-
al industry such as the AGRICULTURAL FAIR
in Novi Sad, BIELAGRO in Minsk, as well as
the large exhibition of machinery for food
production – AGROPRODMASZ in Moscow.
Equally worthwhile is our offer for participa-
tion in trade exhibitions in China, Japan,
India, USA, Mexico and Argentina, as well as
the United Arab Emirates. The list of recom-
mended events can be very long. It often
happens that in order to attract new partners,
a number of events must be participated in,
though new customers may also be found
during the first event. The selection of the
trade fair is a very important element for fu-
ture cooperation, for some events attract the
entire world industry and traders from many
countries. Appropriate characteristics of the
product, certificates, well prepared presenta-
tions during the event - all contribute to new
contracts and increased sales for many com-
panies. Our task is to assist our customers in
the best way possible, in the presentation of
their product in a manner which attracts the
customer – only then will the company be
successful during the event, and that is our
wish to all exhibitors. Maxpol is also a con-
tractor for the design and implementation of
stands. Both for the standard system as well
as customised solutions – in accordance with
the needs of the exhibitor. Our stands are
widely awarded in global markets. We work
only with the best contractors for the stands.
We transport and install our stands on many
international exhibitions.
In your opinion - is there a future for trade fairs in terms of marketing?Certainly there is. It is one of the most
effective forms of marketing. A potential
customer can see the product presented,
directly discuss the conditions of purchase
with the exhibitor. This is by far the best
form to attract customers.
How do you assess the Private Label Fair held this year in Amsterdam? PLMA in Amsterdam has a long tradi-
tion and is very prestigious on the private
label market. With each passing year, the
number of exhibitors, including those from
Poland, increases. The event is crowded
not only by exhibitors but also by visitors
– including representatives of retail chains
from around the world.
Which Polish companies are present at this year's PLMA with Maxpol? This year, through our company, the event
will be attended by companies such as
"TAGO", present at the PLMA every year, pre-
senting pastries known throughout the world,
“Sadecki Bartnik" with their great honeys,
FRUKTUS with processed vegetables, high
quality mayonnaises and salads, “Łużyckie
Praliny" with pralines, truffles and chocolate,
"Bakalland" with dried raisins, "Posti" with
teas, "BIFIX" with great fruit and traditional
teas, "Van Pur" – known for its beer produc-
tion, "Ustronianka" with mineral waters and
flavoured drinks. Others include “KANIA”
with teas, "MAXFRUT" with drinks, "Łabińscy"
with processed food, "ANITA” with ice
creams and frozen food, "LEDA" with packag-
ing, "DAKOM" with leather and footwear
care products and traditionally, "HARPER"
with their products for the face and the body.
Thank you for your time and I wish you continued success and further friendship with your customers.
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The Agros-Nova Capital Group is the largest processor of fruits and vegetables in Poland.It is also a leading manufacturer in the food industry with brands with a huge recognition on the market: Łowicz, Fortuna, Tarczyn, Garden, Pysio, DrWitt, Krakus, Kotlin, Włoclawek, Fruktus.In our range we offer 170 products including: juices, nectars, fruit juices, carrot and fruit juices, vegetable juices, jams, fruit syrups, preserves, plum confection, cranberry and huckleberry preserves, ready made sauces, tomato concentrates, pickles, canned vegetables and ready soups in cartons.
Agros - Nova Co. Ltd.61A Stanów Zjednoczonych Ave.04-028 Warsaw, Polandphone: (+48) 22 717 17 00fax: (+48) 22 717 17 [email protected]
Przedsiębiorstwo Produkcji Chłodniczej i Przetwórstwa Rolno-Spożywczego "Anita" Grzegorz Mordalski.13 Wojska Polskiego Street98-355 Działoszyn, Polandphone: (+48) 43 841 36 64 fax: (+48) 43 841 30 18www.anita.com.pl
Bogutti Sp. z o.o. Henryków-Urocze48 Gromadzka Street05-504 Złotokłos, Polandphone: (+48) 783 956 466fax: (+48) 22 [email protected]
ZPC BAŁTYK8/11 Droszynskiego Street80-381 Gdansk, Polandphone/fax: (+48) 58 51 18 [email protected]
The ANITA Company is one of the leading enterprises in the ice cream and frozen food industry in Poland. The comany’s main activity is the production of ice cream, with an additional activity in the production of frozen convenience foods, such as potato dumplings with filling and Polish-style dumplings called pierogi.ANITA manufactures its own products under a few brand names.The Cafe Morani brand is designed for dairy ice cream and some premium ice cream. The Anita brand is dedicated to standard-line products.
Bogutti Ltd. specialized in production of high quality cookies, with liquid cream (La Gustosa Crema, TweeTT 150g), American Cookies with filling (Choco-Gutti 160g), nutritional cookies with oat & cornflakes ( Choco – Fit 135g), Butter Cookies and Fudges. Products are sold both locally and in many export markets / also Kosher and Halal Certificate.Products are manufacturing according with BRC and IFS system, using only natural and vegetable row materials. Our first principle is healthy and quality of production. Producer offer products in own and Private labeled brand.
"Bałtyk" Confectionery Industry is a large home limited company. It is the largest company in Pomerania, producing chocolate products and semi-finished confectionery. All chocolate products are based on its own chocolate masses. Production is concentrated in two manufacturing facilities located in Gdansk-Oliwa. Establishments have a rich technology infrastructure and extensive machinery. The main elements are the factory for the production line of chocolate products and a line of products coated by chocolate.
EUROPAHAL, STAND: 5643
EUROPAHAL, STAND: 5766
VISIT US
EUROPAHAL, STAND: 5639
Jutrzenka Colian Sp. z o.o.1 Zdrojowa Street62-860 Opatówek, Polandphone: (+48) 62 590 33 00 fax: (+48) 62 590 33 [email protected] [email protected]
We are a group of confectionery products cooperating under: Jutrzenka, Goplana, Solidarność and other brands. Aggregated experiences, technologies and production potentials let us achieve a position of one of the biggest confectionery producers on the polish market. We are constantly exploring our client's needs, keep high quality, unique taste and nutrition values of offered products.Through participation in various development programs, effective creation of product categories and efficient service we want to be perceived as an innovative company and an effective partner for many years. We build our customers' trust through our consistency and reliability
EUROPAHAL, STAND: 5748
DELICPOL Ltd.8 Grunwaldzka Street42-125 Kamyk, POLANDphone: +48 34 310 63 [email protected]
Delicpol has always been the synonym of quality, the brands manufactured by the company are widely recognized by consumers in Poland as well as in many countries worldwide. Delicpol company is focused on meeting their clients needs, and due this fact, the brands we create won recognition of consumers in Poland and in several dozen other countries.We obtained a position of a significant manufacurer on Polish confectionery market due to the flexible strategy of development. The investments concerning both latest technologies and staff are the foundation of our achievements.
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Zakłady Mięsne “Pekpol Ostrołęka” S.A.31 Przemysłowa Street, Ławy07- 410 Ostrołęka, [email protected]
Politan Sp. z o.o. S.K.A.13 Przemysłowa Street44-203 Rybnik, Polandphone: (+48) 32 721 23 70fax: (+48) 32 721 24 [email protected]
Politan is a household products manufacturer, that prepared wide range of products for different purposes. We have had almost 30 years of extensive market experience in hard work aimed at providing the best product possible. Amongst many professional products, the household products manufacturer offers i.e. aluminium trays, roasting bags, roasting sleeve, safety clips, baking paper, ice cube bags, alufoils and many more. We excel in producing the best products of the highest durability with numerous, universal applications. Customer is central to our development strategy. Thanks to our customers we have inspirations to provide proprietary solutions for the industry of products for fast moving household products (FCMG).
PARKHAL 8, STAND: 8905
HOLLANDHAL, STAND: 658
PARKHAL 8, STAND: 8909
Confectionery Cooperative of the Disabled „Słowianka”42 Harcerska Street 78-400 Szczecinek, Polandphone/fax: (+48) 94 374 12 [email protected]
Confectionery Cooperative of the Disabled SLOWIANKA produces confectionery products since 1954. We have three plants in Szczecinek – two of them are objects designed for the rehabilitation of people with disabilities and one is manufacturing. We invest in modern production methods. It affects the quality of all products and allows the extension of the offer for customers throughout the country. We produce a wide range of sweets targeted at people of all ages. We specialize in production of caramels – hard caramels, filled caramels , drops, lollipops and biscuits – with confectionery filling also which are produced on Italian’s production line. We also produce excellent and highly wanted Cream Fudge.
EUROPAHAL, STAND: 5577
TAGO P.P.C. Tadeusz Gołębiewski125 Wołomińska Street, Ciemne 05-250 Radzymin, Polandphone: (+48) 22 763 71 15 fax: (+48) 22 786 71 [email protected]
TAGO founded in 1966. It is the biggest and the most modern plant in Poland, capable to produce 150 tons daily. Tago manufactures wide variety of confectionery products: chocolate covered biscuits, shortbreads, French puff pastries, gingerbreads, sponge cakes, wafers, sandwich cookies, swiss rolls as well as crackers. Over the years we have obtained: ISO 9001:2008, ISO 22000:2005 and IFS/BRC certificates. We are present with our products in 45 countries.”
JANTON is one of the biggest producers of ciders, alcoholic drinks and fruit wines, still and sparkling in Poland. The company offers innovative products in various packaging including Tetra Pak, Plastic and Glass bottles. Since 2006 JANTON Company operates according to ISO 9001:2000 and HACCP certificate and in the year 2014 is implementing food quality and safety standards according to BRC, IFS and ISO 22000:2005. The company cooperates successfully with many international supermarket chains such as Metro Group (Makro, Real), Selgros, Carrefour, Tesco, Netto, Norma, Intermarche and Jeronimo Martins. JANTON exports the wines to Switzerland, Germany, Great Britain, France, Ireland, Australia, Hong Kong, Japan, Czech Republic, Slovakia, Slovenia, Lithuania, Latvia and Estonia.
Jantoń S.A. Sp. K.68 Sienkiewicza Street PL95082 Dobron, Polandphone: (+48) 43 676 82 00fax: (+48) 43 676 82 [email protected]
AMSTELHAL 7, STAND: 6558
PARKHAL 8, STAND: 8804
Agricultural Market AgencyNowy Swiat Street 6/12 00-400 Warsaw, PolandFax: (+48) 22 628 93 53Phone: (+48) 22 661 72 72www.arr.gov.pl
Agricultural Market Agency (ARR) is a state institution supervised by the Ministry of Agriculture and Rural Development as well as the Ministry of Finance within the scope of the Common Agricultural Policy (CAP) of the EU and related tasks. Since 1990 the ARR has been carrying out activities aimed at supporting and maintaining economic balance in the Polish agri-food sector. In 2004 the Agency became an accredited EU paying agency distributing financial support and performing controls of production of agricultural products under the CAP.
The history of Zakłady Mięsne Pekpol Ostrołęka dates back 40 years. Since the beginning of its operation, the company has been one of the biggest industry plants in Poland. We have well-developed machinery, which includes: downstream slicing line for cutting red meat, meats slicing line, packaging line for packing products in cartons. The modernization and introduction of new technologies is not the only factor that determined the success of Zakłady Mięsne Pekpol Ostrołęka. An important element is to preserve the tradition and perennial recipes. Our product offer is adapted to the changing market and consumer needs. Products are packaged in the form convenient for the customer: map, vac, catering packaging, cartons. Zakłady Mięsne "Pekpol Ostrołęka" continues to improve. This is confirmed BRC, IFS and ISO 22000 relating to the food safety management system.
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