In a competitive market, quality is a prerequisite for entering the game, but increasingly, it is not enough to win. When products that meet similar standards sit side by side, the choice often comes down to brand, reputation, trust, history, and origin. Therefore, it is no longer enough simply to make a good product; manufacturers must also be able to convincingly explain why their particular product is worth choosing.
From product quality to brand value
In consumer surveys conducted by the Polish Promotional Emblem Foundation, quality has remained the most important purchasing criterion for years. In a 2025 survey, 78.6 percent of respondents cited it as the most important factor. At the same time, more than 73 percent declared that they would be willing to pay more for a higher-quality product.
This is good news for manufacturers, but it also offers an important insight. Consumers are willing to pay for quality, provided they can recognize it and have a reason to trust the claims being made.
In the domestic market, factors such as familiarity with the manufacturer, previous experience, recommendations, and recognizable quality marks help build that trust. In international markets, however, the challenge is greater. A company with a long history, a strong reputation, and loyal customers in Poland often has to start almost from scratch when entering another country. That is why one of the biggest challenges facing Polish companies today is no longer simply improving production quality, but turning product quality into brand value.
Origin should mean something
Another important asset is a product’s origin. Mature economies have long capitalized on the reputation of their country of origin, building distinctive associations around it – such as quality, style, technology, or tradition.
Poland, too, has an increasing number of reasons to build its own recognizable set of associations: with high-quality food, safe production, modern manufacturing facilities, natural raw materials, a strong tradition of food processing, as well as entrepreneurship and the ability to respond quickly to changing market needs.
This does not mean that the “Made in Poland” label alone is enough to win over a foreign customer. Origin becomes meaningful when it is backed by something tangible. It may refer to a recipe, a local raw material, a company’s history, a particular production method, or simply a credible promise of quality.
It is precisely at the intersection of quality, origin, and brand storytelling that Polish producers have an opportunity to build greater value around their products.
A competition that validates quality
For more than three decades, this philosophy has been at the heart of the “Teraz Polska” Competition – the flagship initiative of the Polish Promotional Emblem Foundation. The competition recognizes products, services, and innovations whose reputation is built on quality, credibility, and high standards.
The “Teraz Polska” emblem is not merely a graphic symbol that a company can place on its packaging or promotional materials. Its value stems primarily from the fact that it is backed by an independent expert evaluation process. A company is therefore not simply making its own claim that “we offer high quality.” It receives external confirmation that its product has been assessed and recognized.
Over successive editions, a community of nearly a thousand winners has formed around the competition. They include large, well-known enterprises as well as family-owned businesses, specialized manufacturers, and brands with strong regional roots. What unites them is the conviction that sustainable competitive advantage cannot be built on price alone.
The food industry has been an important part of this community for many years. This was also evident in the 36th edition of the competition, which concluded in June. Among this year’s 25 winners were six entries in the food products and dietary supplements category, ranging from mead, cured meats, and fruit preserves to products developed with the needs of the modern food industry in mind.
This diversity clearly demonstrates that Polish food cannot be reduced to a single category or image. Its strength lies not only in tradition and local heritage, but also in technology, innovation, and the ability to respond to evolving consumer expectations.
The emblem as a shorthand for brand information
In the Polish market, the strength of the “Teraz Polska” emblem stems from its high recognition and well-established associations. Consumers surveyed associate it, among other things, with consistent quality, product distinction, and Polish origin. In this sense, the emblem serves as a shorthand for information – helping consumers quickly understand why a particular product deserves their attention.
This can also be valuable in export markets. We should not assume that a consumer in Paris, Berlin, or New York will be as familiar with the Polish promotional emblem as a customer in Warsaw. However, the “Teraz Polska” emblem can become part of a broader brand narrative: proof that the product has undergone expert evaluation and has been recognized for its quality in its country of origin.
When dealing with distributors, business partners, or potential customers at international trade fairs, such an argument can strengthen a manufacturer’s credibility. This is particularly important when a company is only beginning to build brand recognition in a new market and needs tangible evidence to support its quality claims.
This is exactly how we should think about building the “Made in Poland” brand – not as a single slogan or symbol, but as the systematic accumulation of evidence supporting the promise made to the customer. The “Teraz Polska” emblem can be one such piece of evidence.
It’s time to sell more than just a product
The Polish food sector has made tremendous progress in recent decades. We have learned to manufacture products to high standards, invest in technology, scale up operations, and compete effectively on price. The next step should be to compete more strongly on brand.
We cannot remain primarily a reliable manufacturer for other brands or a supplier chosen simply because we offer good value for money. This model has its advantages, but it limits our ability to capture a greater share of the value created around the product.
The greatest opportunity will come when foreign customers begin to choose a product precisely because it comes from Poland.
Achieving this requires quality, sufficient production scale, effective distribution, and consistent marketing. But it also requires confidence and the ability to communicate our strengths credibly. Polish food has many qualities that can be turned into an international competitive advantage. We simply need to learn to communicate their value as professionally as we have learned to produce them.
Michał Lipiński
Director of the “Teraz Polska” Competition Vice President of the Polish Promotional Emblem
Foundation
From product quality to brand value
In consumer surveys conducted by the Polish Promotional Emblem Foundation, quality has remained the most important purchasing criterion for years. In a 2025 survey, 78.6 percent of respondents cited it as the most important factor. At the same time, more than 73 percent declared that they would be willing to pay more for a higher-quality product.
This is good news for manufacturers, but it also offers an important insight. Consumers are willing to pay for quality, provided they can recognize it and have a reason to trust the claims being made.
In the domestic market, factors such as familiarity with the manufacturer, previous experience, recommendations, and recognizable quality marks help build that trust. In international markets, however, the challenge is greater. A company with a long history, a strong reputation, and loyal customers in Poland often has to start almost from scratch when entering another country. That is why one of the biggest challenges facing Polish companies today is no longer simply improving production quality, but turning product quality into brand value.
Origin should mean something
Another important asset is a product’s origin. Mature economies have long capitalized on the reputation of their country of origin, building distinctive associations around it – such as quality, style, technology, or tradition.
Poland, too, has an increasing number of reasons to build its own recognizable set of associations: with high-quality food, safe production, modern manufacturing facilities, natural raw materials, a strong tradition of food processing, as well as entrepreneurship and the ability to respond quickly to changing market needs.
This does not mean that the “Made in Poland” label alone is enough to win over a foreign customer. Origin becomes meaningful when it is backed by something tangible. It may refer to a recipe, a local raw material, a company’s history, a particular production method, or simply a credible promise of quality.
It is precisely at the intersection of quality, origin, and brand storytelling that Polish producers have an opportunity to build greater value around their products.
A competition that validates quality
For more than three decades, this philosophy has been at the heart of the “Teraz Polska” Competition – the flagship initiative of the Polish Promotional Emblem Foundation. The competition recognizes products, services, and innovations whose reputation is built on quality, credibility, and high standards.
The “Teraz Polska” emblem is not merely a graphic symbol that a company can place on its packaging or promotional materials. Its value stems primarily from the fact that it is backed by an independent expert evaluation process. A company is therefore not simply making its own claim that “we offer high quality.” It receives external confirmation that its product has been assessed and recognized.
Over successive editions, a community of nearly a thousand winners has formed around the competition. They include large, well-known enterprises as well as family-owned businesses, specialized manufacturers, and brands with strong regional roots. What unites them is the conviction that sustainable competitive advantage cannot be built on price alone.
The food industry has been an important part of this community for many years. This was also evident in the 36th edition of the competition, which concluded in June. Among this year’s 25 winners were six entries in the food products and dietary supplements category, ranging from mead, cured meats, and fruit preserves to products developed with the needs of the modern food industry in mind.
This diversity clearly demonstrates that Polish food cannot be reduced to a single category or image. Its strength lies not only in tradition and local heritage, but also in technology, innovation, and the ability to respond to evolving consumer expectations.
The emblem as a shorthand for brand information
In the Polish market, the strength of the “Teraz Polska” emblem stems from its high recognition and well-established associations. Consumers surveyed associate it, among other things, with consistent quality, product distinction, and Polish origin. In this sense, the emblem serves as a shorthand for information – helping consumers quickly understand why a particular product deserves their attention.
This can also be valuable in export markets. We should not assume that a consumer in Paris, Berlin, or New York will be as familiar with the Polish promotional emblem as a customer in Warsaw. However, the “Teraz Polska” emblem can become part of a broader brand narrative: proof that the product has undergone expert evaluation and has been recognized for its quality in its country of origin.
When dealing with distributors, business partners, or potential customers at international trade fairs, such an argument can strengthen a manufacturer’s credibility. This is particularly important when a company is only beginning to build brand recognition in a new market and needs tangible evidence to support its quality claims.
This is exactly how we should think about building the “Made in Poland” brand – not as a single slogan or symbol, but as the systematic accumulation of evidence supporting the promise made to the customer. The “Teraz Polska” emblem can be one such piece of evidence.
It’s time to sell more than just a product
The Polish food sector has made tremendous progress in recent decades. We have learned to manufacture products to high standards, invest in technology, scale up operations, and compete effectively on price. The next step should be to compete more strongly on brand.
We cannot remain primarily a reliable manufacturer for other brands or a supplier chosen simply because we offer good value for money. This model has its advantages, but it limits our ability to capture a greater share of the value created around the product.
The greatest opportunity will come when foreign customers begin to choose a product precisely because it comes from Poland.
Achieving this requires quality, sufficient production scale, effective distribution, and consistent marketing. But it also requires confidence and the ability to communicate our strengths credibly. Polish food has many qualities that can be turned into an international competitive advantage. We simply need to learn to communicate their value as professionally as we have learned to produce them.
Michał Lipiński
Director of the “Teraz Polska” Competition Vice President of the Polish Promotional Emblem
Foundation
