Polish Magazine for Professionals

Food PolandMay 2014Issue 19

from

TOMASZ PAŃCZYKEditor In-Chieft.panczyk@foodfrompoland.pl

EDITORIAL

4

Editorial OfficeBagno Street 2/21800-112 Warsaw, Poland

Phone/Fax: +48-22 847 93 67 +48-22 828 93 66Phone: +48-22 847 93 68e-mail: redakcja@foodfrompoland.plwww. foodfrompoland.pl

Editor-In-Chief – Tomasz Pańczyke-mail: t.panczyk@foodfrompoland.pl

Deputy Editor-In-Chief – Maja Święckae-mail: m.swiecka@foodfrompoland.pl

Editor – Monika Dawiece-mail: m.dawiec@foodfrompoland.pl

Advertisement OfficePhone/Fax: +48-22 847 93 67Phone +48-22 828 93 66

Sales & Marketing Department DirectorBeata Kurpe-mail: b.kurp@foodfrompoland.pl

Senior Account Manager – Agnieszka Niewiadomskae-mail: a.niewiadomska@foodfrompoland.pl

Senior Account Manager – Rafał Chudzike-mail: r.chudzik@foodfrompoland.pl

Key Account Manager – Katarzyna Kałczyńskae-mail: k.kalczynska@foodfrompoland.pl

Key Account Manager – Marcin Michalskie-mail: m.michalski@foodfrompoland.pl

Account Manager – Katarzyna Pacioreke-mail: k.paciorek@foodfrompoland.pl

Graphics Studio – Paweł Pańczyke-mail: p.panczyk@foodfrompoland.pl

Printing House:www.artdruk.com

Fischer Trading Group Ltd.Bagno Street 2/218, 00-112 WarsawPhone/Fax: +48-22 847 93 67Phone: +48-22 847 93 68e-mail: redakcja@ftgroup.plwww.hurtidetal.plCEO: 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")

7

C

M

Y

CM

MY

CY

CMY

K

AGROS rozkladowka FFP.pdf 1 5/5/14 4:53 PM

C

M

Y

CM

MY

CY

CMY

K

AGROS rozkladowka FFP.pdf 2 5/5/14 4:53 PM

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: bomilla@bomilla.pl 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 maxpol@maxpol-targi.com.pl, 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

co

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.

39

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 52export@agrosnova.plwww.agrosnova.com

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 2660119export@bogutti.comwww.bogutti.com

ZPC BAŁTYK8/11 Droszynskiego Street80-381 Gdansk, Polandphone/fax: (+48) 58 51 18 000baltyk@zpcbaltyk.plwww.zpcbaltyk.pl

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 10opatowek@colian.pl export@colian.pl

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 00export@delicpol.plwww.delicpol.pl

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.

40

Zakłady Mięsne “Pekpol Ostrołęka” S.A.31 Przemysłowa Street, Ławy07- 410 Ostrołęka, Polandeksport@pekpol.plwww.pekpol.pl

Politan Sp. z o.o. S.K.A.13 Przemysłowa Street44-203 Rybnik, Polandphone: (+48) 32 721 23 70fax: (+48) 32 721 24 90poczta@politan.plwww.politan.pl

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 84biuro@slowianka.com.plwww.slowianka.com.pl

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 66export@tago.com.plwww.tago.com.pl

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 42export@janton.plwww.janton.pl

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.

41