Aktualny numer 1 (8) / 2011

Przeczytaj 1 (8) / 2011

On participation in foreign trade fairs, concluding trading contracts and the export of confectionery, we speak with Andrzej Zieliński, Director of Export of Lider’S-K.G.

We speak to the President of SM Mlekpol, Edmund Borawski, on the export of Polish milk and its promotion on foreign markets.

“Promotion is not the main task of the Ministry, but creating adequate conditions for exporting our agricultural and food products ...”

On the promotion of Polish products abroad, trade fairs and on the quality of Polish food – we are speaking with Marek Sawicki, Minister of Agriculture and Rural Development.
“This market uses two motors - until recently from the economic situation, just recently – from the threat of recession”

The Polish Trade and Distribution Organisation is a union of employers associating retail and distribution companies. It regards its main aim to be the representation of its members’ interests towards public government organs and other organisations representing economic and consumer environments. It acts for the benefit of free competition and unconstrained availability to the market of all economic entities in Poland. About Private Label market we speak to the Secretary General of the Polish Trade and Distribution Organisation - Mr Andrzej Faliński.
“From our point of view, it is more important to have a strong brand than Private Label production for chain recipients”

SML „OSTROŁĘKA” is one of the biggest producers and exporters of skimmed powder milk in Poland. OSTROŁĘKA’s powder milk is exported to almost every country in the world, even to such far countries as Mexico, Alge ria, the Islamic Republic of Iran or Cuba. SML OSTROŁĘKA is also one of the most important producers of milk, butter, curd cheese and cream in Poland. Diary produce produced by the company are highly valued and many rewards granted by the consumer and food industry organizations are the proof of that. The latest period of company’s history can be described as a period of dynamic development of the “Milandia” brand, especially the increase of the ESL-milk sale. ESL milk uses unique technology, allowing to retain nutrition of the fresh milk. We are talking about the enterprise and its products with the President of SML „OSTROŁĘKA”, Mr Tadeusz Nadrowski.

  • ISM Cologne
  • PLMA

“We do not divide our products into those available domestically or abroad. We offer only high-quality products.”

“We do not divide our products into those available domestically or abroad. We offer only high-quality products.”

The “Solidarność” Confectionery Company is a Polish manufacturer of sweets with long-lasting tradition. We are talking about the enterprise and its products with the President of “Solidarność” Dariusz Marek, who is celebrating his remarkable anniversary this year – 25 years of running the company.

Was the year 2008 good for Polish manufacturers of sweets?

- I wouldn’t like to talk about the entire market; I can only say that for the “Solidarność” Confectionary Company 2008 was a good year, definitely not worse than 2007. We acquired new clients abroad and did not lose anything on the domestic market despite large amounts of sweets imported to Poland.

Are Polish sweets worse in any way than foreign products? Can we be proud of our domestic production?

- Polish sweets are certainly not worse than foreign products, because our technologies and technical conditions are the same or even better than those at foreign companies. We often have much better machine parks than those abroad. The technologies used in Poland are very good and frequently, according to our clients from abroad, Polish products have an advantage over foreign ones in terms of quality and taste.

What are the main export markets for your products and what percentage of your production is exported?

- At present, we reach about 20% and this is the limit we have set for ourselves. We are trying not to go beyond this line because it could be detrimental to the company’s operations on the internal market. As far as our main export markets are concerned, I can easily say that we export our products to the whole world, but exports to Africa are the smallest. The countries that import our products include Japan, China and other Far East countries, the United States and Russia which are very good clients. Our products also go to the majority of European countries. However, there are certain markets which follow the rule that domestic products should be sold first, and only if their supply is insufficient, imports of foreign products are allowed. I regret to say that this rule does not apply in Poland.

Do you export all of the products from your offer?

- We export the whole range of products we have on offer and importers choose those which meet their requirements and needs. There are a few traditional products which have been exported to Russia or the US for years. At the same time, there are clients that seek sweets which have not been exported so far. Our flagship and brand products such as the Golden Nut, the whole range of Golden Pralines, Nałęczowska Plum, Chocolates with Class or Cherries in Liqueur are most popular among foreign clients. Our boxes of chocolate, manufactured in large amounts, also enjoy great popularity in exports. I must admit our products arouse a great interest on foreign markets.

Which of you sweets are most popular outside Poland?

- We do not divide our products into those available domestically or abroad. We offer only high-quality products. It cannot be otherwise, as we have obtained quality certificates recognised around the world.

Does the profile of a foreign client differ from the profile of a domestic client? Are the requirements concerning quality of exported products similar to the standards in force on the domestic market? What requirements should you meet to send you products abroad?

- As I have just mentioned, the most important thing are the certificates that are required by a given state. Nowadays, not having such certificates as the BRC or IFS makes it practically impossible for a company to function both domestically and abroad. Such a certificate provides an importer with the information that a particular manufacturer is a reliable partner that applies the rules of safe food production.

Do you take part in international sweets fairs? To what extent do such trips affect your company’s export results?

- Nowadays, trade is mostly about direct contacts. I see such fairs rather as an exhibition of products because nobody signs an important contract with a company they barely know. Before a client (particularly from abroad) makes a decision and introduces a product to the market, he closely observes a given company or product for a long time. Trade fairs are a good way to contact and meet companies we already cooperate with. Sometimes it is possible to present our product range to future and potential clients. Nevertheless, direct contact plays the most important role.

Will 2009 be full of new products manufactured by Solidarność?

- At the turn of 2007 and 2008, we invested dozens of millions of zloties in new products that are to be launched any day now, and I hope they will gain recognition among both domestic and foreign clients.

Thank you for the interview.

Interviewer Tomasz Masal

powrót