Interview with Arkadiusz Majchrzak, Export Manager, Terravita Sp. z o.o.
Over 25 years in operation, you have created a wide and coherent portfolio. Which products have become sales hits in Poland and abroad?
Our assortment includes several product groups under different brands. The essential product group is comprised by chocolate bars under the brands TERRAVITA, CHOCOLA!, COCOACARA, and ALPINELLA. The offer is supplemented by chocolate sticks under the brand TERRAVITA, spreadable creams under the brands TERRAVITA and ALPINELLA, as well as HAPPY TRIO chocolate pralines. The year-round offer is supplemented by seasonal products for Christmas and Easter. The seasonal offers for our consumers include chocolate bars, chocolate sticks and chocolate figurines.
ALPINELLA chocolate bars and TERRAVITA chocolate bars with a weight of 225g enjoy most popularity in foreign sales. The ALPINELLA bars with a weight of 90-100g are characterized by essential tastes, attractive packaging and affordable prices. TERRAVITA chocolates with a weight of 225g are a perfect idea for a sweet gift. Depending on the foreign market, different tastes are popular: in the Balkans, the highest consumer demand is oriented to chocolates with coconut, peanuts and hazelnuts. In eastern Europe, consumers are definitely more eager to reach for bitter chocolates without additives. COCOACARA bitter chocolates, with a high cocoa content of 77% and original additives: cardamom and chili, have a group of enthusiasts in different parts of the world.
What are the greatest challenges facing a confectionery company wishing to introduce its products to foreign markets?
Introduction of products to foreign markets opens up new possibilities to manufacturers and creates potentially large development opportunities. However, one should keep in mind that, on the other hand, such internationalization causes certain hazards and difficulties connected with appropriate “preparation” of a product for individual foreign markets which differ from each other, have their own specific requirements and are characterized by diverse local regulations.
What export directions are currently of most importance to you? Do you plan to expand your area of operations?
In 2018, our products have appeared on shelves in more than 30 countries outside Poland, on 5 continents. Main sales are implemented in Southern and Eastern European countries but we are open to new markets around the world.
Which of the industry fairs are obligatory to you? How often do you appear at such meetings?
Speaking of international industry fairs, we have already been attending the ISM fair in Cologne for more than a dozen years. Moreover, 2018 also saw our exhibition at the PLMA private label fair in Amsterdam. Our plans for 2019 include participation in at least one more event of such a kind.
How do you evaluate the previous year and what are your plans for the upcoming 12 months?
This was a very good year for Terravita. We have successfully introduced several new products to the market, thereby expanding the group of our Customers. For 2019, we plan development of our assortment through implementation of our ideas and new product suggestions proposed by our Customers.