Could you please briefly outline the profile of your company?

The Rarytas Company was set up in 1960 as an enterprise functioning within the structure of CZSS Społem and specialising in the production of such confectionery goods as cookies and marquises. Production of original crackers, which nowadays constitute the main sales product of the company, began in 1974. In the period from 1980 to 1990, we also produced the “Krówka” fudge and gingerbread, which were extremely popular and successful around the entire country. During its entire history, the company went through some turbulent times of production development and stagnation. For a period of six years, the enterprise was run by a Swiss capital group OST COM HOLDING AG, which also owned the Pomorzanka Company. Since 2000, Rarytas has been in the hands of Polish capital and its current owner saved the company from liquidation.

You promote yourselves as one of the most customer-friendly companies in the industry. What makes you stand out from the competition?

We always try to meet the needs of our customers. Many years of experience in this field result in new contacts and we always make every effort to keep friendly relations with both our customers and suppliers. All of the products offered by our company are distinguished by high quality, hence we don‘t need to hire sales representatives and the generated savings allow us to organise various promotional campaigns ensuring a better insight in how our brand is perceived by retail customers.

How do you modify your products? What innovations have you introduced recently?

Our latest product are Crackers with flaxseed which have quickly become popular on the Polish market and are now being launched abroad. We are pleased with the fact that customers decide to buy crackers instead of crisps more often as they are healthier and much more delicious. We also value the information we receive from Internet users, therefore we know which products they prefer or are waiting for.

Besides the HACCP system implemented in 2003, what other food safety certificates does Rarytas have?

Wishing to maintain high quality of products and at the same time guarantee safety of produced foodstuff, Rarytas implemented the HACCP system in 2003. In August of the same year, the company was given the ISO 9001:2001 Quality Management System Certificate. Four years later, in 2007, the Company received the IFS (International Food Standard) Certificate on a higher level, which combines quality management, HACCP system rules with the activation of managerial staff to bear responsibility and engage in the IFS system matters; moreover it focuses on the needs of a customer as well as specifies the requirements as regards personnel, social equipment and production processes.
In September 2008, Rarytas was granted the BRC Certificate which regulates the requirements imposed on food companies supplying food products to hypermarkets.

Do you use any artificial dyes or preservatives?

Out of concern for our consumers, we always strive to combine the long-standing experience with the possessed knowledge, thereby we guarantee our customers that all our products are made from natural ingredients, without any improvers, artificial dyes and preservatives.

Rarytas has been given the “Product of the Year” award and the “Good Because Polish” certificate. Have these distinctions affected the company in any way?

Perhaps this will sound immodest, but Rarytas is given several awards each year for its products and activity, which of course makes us very pleased. I’m not denying that the awards granted by our customers are most valuable, as the customers have allowed us to exist on the market for nearly 50 years. All of the distinctions, awards and certificates are a challenge and at the same time a confirmation of our endeavours to produce the best products possible. Undoubtedly, I’m grateful to the entire team for the distinctions because only team work makes it possible to meet the needs and requirements of our customers.

How important are foreign customers to the company? What percentage of your production is sold on foreign markets? Which of them are most significant?

Foreign customers are an extremely important group of recipients because presently we are exporting more than 30% of our production to external markets. The most important markets include the Czech Republic, Hungary, Slovakia and Italy; however, we do hope to begin trading in Saudi Arabia soon.

Which products have been selling best abroad?

Foreign customers have different gustatory preferences than our domestic customers, which is why the products sold on foreign markets differ from the ones offered in Poland. Our domestic consumer prefers mild, delicate and salty crackers, whereas customers abroad are interested in a product distinguished by a characteristic and strong taste.

Do you take part in international trade fairs? If yes, what are your expectations as regards participation in trade fairs?

We have exhibited our products during international fairs for many years. We have taken part in trade fairs in Paris and Hungary; we don’t want to resign from our local fair held in Poznan. Unfortunately, the nature of the fair has changed and currently it is (especially in Poland) a prestigious event; nevertheless, I hope that participation in trade fairs provides an opportunity to present both the company and its latest products as well as remind customers of our existence.  We are most pleased with the ISM Fair where we usually finalise contracts and have a chance to talk with our foreign customers.

Thank you for the interview

Tamara Prusak