Face to face with the meat market
We are talking with Mr Lukasz Grzonka, Marketing & Export Director, at ZPM Henryk Kania S.A. about the company, its development and the situation on the meat market.
ZPM Henryk Kania S.A. has its roots in the long traditions of the butcher's trade, which developed in Pszczyna as early as the turn of the 20th century. How did the company develop? What is its current potential?
It is true that our company has its roots in the traditions of the butcher's trade. The modern times for the plant began in 1990. Within the space of a few years, the company made a series of investments aimed at increasing its production capacity, which currently totals 100 tons a day. At present, ZPM Henryk Kania S.A. has been awarded the BRC and IFS certificates, thanks to which we have access to all European and worldwide markets. Production specialisation and standardisation as well as ensuring our own reliable sources of raw materials have allowed us to create a range of basic products that meet the needs of even the most demanding customers. The company's mission is to offer products with a reputation for traditional flavour and produced in conditions guaranteeing the highest safety standards.
Which of the company values determine the success of your products and good condition of the plant?
During cured meat production, the most important value is to guarantee the high quality of our products and maintain the individual features of every product such as smell and flavour.
How do you see the current situation in the meat industry?
In general, it is not easy because the majority of producers find it hard to reach a compromise between introducing technological innovations and ensuring constant development, and also the simultaneous increase in fixed costs and the drop in sales. Through cooperation with the largest international chains of supermarkets, ZPM Henryk Kania S.A. is reporting better sales results in the current year than the previous year. The business relationship with the said networks of stores makes it possible for us to present customers with a wide range of products as well as promote our core brand Henryk Kania.
ZPM Henryk Kania S.A. also offers private label products. What were the reasons behind such a decision?
ZPM Henryk Kania S.A. is a supplier of private label products to all the commercial networks we cooperate with. This decision was based on the need to extend the range of products delivered to supermarkets. At the present moment, the sale of private label products is growing continuously.
What conditions must a producer meet to ensure that private label production is profitable?
A private label product must be adjusted to the needs of the customer and, in the majority of cases, it differs from the similar product offered under the Henryk Kania brand. The differences are organised individually with a particular store where such a product is to be delivered. A private label product has to be characterised by the same properties as a branded product, because the name and address of its producer is always placed on the packaging.
What are the benefits and threats connected with having private label products in your portfolio?
The most important benefits of marketing private label products include increased sales as well as strong relations with a particular chain of stores. The threats connected with being a supplier of private label products are disrupting the volume of production caused by such products as well as loss of identity and recognition of the producer's brand. Therefore, private label products constitute a rational and controlled portion of the entire turnover at ZPM Henryk Kania S.A.
Private label products are often treated by customers as lower quality articles. Do you think such an attitude can change?
Of course. Private label products in Western Europe are considered to be products of much higher quality than products supplied under a consumer brand. It is necessary to remember that the most important value of each company is its brand on the market and the trust placed in it by the customers. Supermarket chains spend a large part of their turnover on brand promotion and advertisement; thereby, it has to be associated with the highest possible quality. The way I see it, the next few years will not only see the strong development of private labels, but will also witness intense endeavours aimed at consolidating their high quality.
What are your plans for the future? Are you intending to develop private label production?
In the immediate future, ZPM Henryk Kania S.A. is planning further expansion in the domestic market as well as winning new customers abroad. We are intending to develop our commercial portfolio and make investments in state-of-the-art technological solutions. The range of private label products will still be offered to our existing customers as well as promoted among new and potential customers.
Author: Aleksandra Syrtów,
a.syrtow@foodfrompoland.pl
It is true that our company has its roots in the traditions of the butcher's trade. The modern times for the plant began in 1990. Within the space of a few years, the company made a series of investments aimed at increasing its production capacity, which currently totals 100 tons a day. At present, ZPM Henryk Kania S.A. has been awarded the BRC and IFS certificates, thanks to which we have access to all European and worldwide markets. Production specialisation and standardisation as well as ensuring our own reliable sources of raw materials have allowed us to create a range of basic products that meet the needs of even the most demanding customers. The company's mission is to offer products with a reputation for traditional flavour and produced in conditions guaranteeing the highest safety standards.
Which of the company values determine the success of your products and good condition of the plant?
During cured meat production, the most important value is to guarantee the high quality of our products and maintain the individual features of every product such as smell and flavour.
How do you see the current situation in the meat industry?
In general, it is not easy because the majority of producers find it hard to reach a compromise between introducing technological innovations and ensuring constant development, and also the simultaneous increase in fixed costs and the drop in sales. Through cooperation with the largest international chains of supermarkets, ZPM Henryk Kania S.A. is reporting better sales results in the current year than the previous year. The business relationship with the said networks of stores makes it possible for us to present customers with a wide range of products as well as promote our core brand Henryk Kania.
ZPM Henryk Kania S.A. also offers private label products. What were the reasons behind such a decision?
ZPM Henryk Kania S.A. is a supplier of private label products to all the commercial networks we cooperate with. This decision was based on the need to extend the range of products delivered to supermarkets. At the present moment, the sale of private label products is growing continuously.
What conditions must a producer meet to ensure that private label production is profitable?
A private label product must be adjusted to the needs of the customer and, in the majority of cases, it differs from the similar product offered under the Henryk Kania brand. The differences are organised individually with a particular store where such a product is to be delivered. A private label product has to be characterised by the same properties as a branded product, because the name and address of its producer is always placed on the packaging.
What are the benefits and threats connected with having private label products in your portfolio?
The most important benefits of marketing private label products include increased sales as well as strong relations with a particular chain of stores. The threats connected with being a supplier of private label products are disrupting the volume of production caused by such products as well as loss of identity and recognition of the producer's brand. Therefore, private label products constitute a rational and controlled portion of the entire turnover at ZPM Henryk Kania S.A.
Private label products are often treated by customers as lower quality articles. Do you think such an attitude can change?
Of course. Private label products in Western Europe are considered to be products of much higher quality than products supplied under a consumer brand. It is necessary to remember that the most important value of each company is its brand on the market and the trust placed in it by the customers. Supermarket chains spend a large part of their turnover on brand promotion and advertisement; thereby, it has to be associated with the highest possible quality. The way I see it, the next few years will not only see the strong development of private labels, but will also witness intense endeavours aimed at consolidating their high quality.
What are your plans for the future? Are you intending to develop private label production?
In the immediate future, ZPM Henryk Kania S.A. is planning further expansion in the domestic market as well as winning new customers abroad. We are intending to develop our commercial portfolio and make investments in state-of-the-art technological solutions. The range of private label products will still be offered to our existing customers as well as promoted among new and potential customers.
Author: Aleksandra Syrtów,
a.syrtow@foodfrompoland.pl