January 2012 Issue 12

Food from PolandPolish Magazine for Professionals

ISM Edition

EDITORIAL

January 2012 Issue 12

Food from PolandPolish Magazine for Professionals

ISM Edition

Editorial Office Bagno Street 2/218 00-112 Warsaw, Poland TOMASZ PANCZYK Editor In-Chief Phone/Fax: +48-22 847 93 67 +48-22 828 93 66 [email protected] Phone: +48-22 847 93 68 e-mail: [email protected] www. foodfrompoland.pl

Editor-In-Chief – Tomasz Panczyk e-mail: [email protected]

Deputy Editor-In-Chief – Maja Swiecka e-mail: [email protected]

Editor – Monika Dawiec Sweets from Poland e-mail: [email protected]

Editor – Pawel Panczyk – known around the world e-mail: [email protected] The Polish confectionery market is divided between Advertisement Office many producers. They are mainly micro, small and Phone/Fax: +48-22 847 93 67 medium-sized enterprises. Some of them are big family-run Phone +48-22 828 93 66 companies. E.Wedel, is the one with the longest tradi- Sales & Marketing Department Director tion and the highest brand awareness of them all, used Beata Kurp e-mail: [email protected] to be the market leader for many years. Also Wawel from

Key Account Manager – Agnieszka Niewiadomska Cracow, Mieszko from Raciborz, „Solidarnosc” from Lublin, e-mail: [email protected] Colian Group - owner of three brands: Jutrzenka, Goplana

Key Account Manager – Katarzyna Kalczynska and Kaliszanka – are among the largest players on the e-mail: [email protected] Polish sweets market. We have many sweet brands known Key Account Manager – Marcin Michalski around the world like – “Ptasie mleczko”, Sliwka Nalec- e-mail: [email protected] zowska”, “Zozole”, “Kukulka”, „Krowka” or “Czekolada Gorzka”. Graphics studio – Ewa Leszczynska Polish products are associated with environmental clean- [email protected] ness, traditional recipes as well as, more and more often, Printing house: www.artdruk.com with high quality, lack of chemical additives and preserva- tives, innovation and technological advancement. Polish sweets have been also gaining popularity around the world for some time now. Polish sweets are currently not only meeting international food standards confirmed by IFS and BRC certificates, but also successfully competing on Fischer Trading Group Ltd. the shelves of shops with products of global food concerns. Bagno Street 2/218, 00-112 Warsaw Phone/Fax: +48-22 847 93 67 About excellence Polish sweets you can read in this issue Phone: +48-22 847 93 68 of Food from Poland Magazine. e-mail: [email protected] www.hurtidetal.pl You’re invited to have a read. CEO: Tomasz Panczyk 3 CONTENTS

JANUARY 2012, ISSUE 12 Three questions to... Tomasz Kuszewski, Wawel S.A. 5

New polish products 6 Market Summary 7 Report 08 Sweets in The World Report Market Sweets in The World Market 8 Interview 14 Interview Artur Klobucki, Millano Artur Klobucki, Millano 14 Interview Elzbieta Bakiewicz, ZPC Janusz Chojecki 18 Interview 18 Interview Elzbieta Bakiewicz, Tadeusz Michalak, Maxpol Sp. z o.o. 20 ZPC Janusz Chojecki Polish Sweets Polish sweets – The story 22 Ranking of brands 28 Polish sweets 22 Polish Sweets – The Story Visit Us 32 Review Anuga 2011 34

4 THREE QUESTIONS TO...

Three questions to Tomasz Kuszewski, Export Director of Wawel S.A.

A new year, new plans – what are your plans for the coming – Michalki Coffee and Michalki Orange. In the immediate future 1months related to the foreign markets? we will also start the export of our Easter offer. Besides, we are The end of 2011 and the beginning of 2012 are very good working on changing the recipe of a few of our standard products months for export sales of our products.3 We see dynamic growth in in order to adapt to the requirements of customers from Asia and this segment all the time, and we forecast that this process will con- Africa. tinue. The closest and most important event for us will be taking part in the annual International Sweets and Biscuits Fair ISM 2012 Which of your products are the most famous in Cologne, Germany. in the world market? Our products are exported to many countries,3 including the With what kind of innovations will you surprise your USA, Germany, UK, Hungary, Canada and so it is difficult to deter- consumers outside the country this year? mine the so-called selling hits, because each market has different The offer aimed at the consumers beyond the borders2 of our tastes. Certainly our flagship products – Mieszanka Krakowska country corresponds to that which we offer our customers in [Krakow Blend] , as well as Krowka [literally “a little cow”, a kind of Poland. These are both new and occasional offers. In January, Polish fudge], in the form of a candy, chocolate and candy bars are two new flavours were included in our offer of Michalki Wawel the products that belong to the finest ones. Maja Swiecka

advertisementsement

www.foodfrompoland.pl

2012 issues (trade fair editions):

ISM (the future of sweets), cologne 29.01-01.02.2012

PLMA (world of private label), amsterdam 22-23.05.2012

SIAL (the global food marketplace), paris 21-25.10.2012

Targi_182x125_2011.indd 1 2011-09-29 13:11:37 5 NEW POLISH PRODUCTS

La Crema 150 g A fruity novelty

La Crema – unique proposition of crunchy cookies filled with semi all year round! liquid cream, prepared with the best ingredients following traditional Choco Jelly orange jellies are another unique recipe. Try sophisticated combination with chocolate, hazelnuts, novelty from Pomorzanka. The refreshing macchiato, coconut, lemon or advocate cream! sweetness of oranges covered in chocolate received an original round shape. The fruity flavour is perfectly complemented by plain chocolate, whereas the natural orange juice content provides additional value to the consumer. What is also distinctive is the packaging of the jellies – luminous colours such as gold, yellow and cream together with strong orange accents make a perfect background for the fresh, juicy oranges and mouth- watering chocolate jelly. The consumers will certainly take interest in these novelties!

The Cherrissimo A heart of gold

The Cherrissimo brand comprises of a wide range of chocolate boxes The gold collection is a brand new line in the containing high quality cherries in liqueur with cherry juice. The Pomorzanka's HEART series. New, carefully variety includes elegant chocolate boxes in differentiated shapes shaped chocolate hearts make a perfect and a can. The unique taste of the chocolates in an innovative, form for the gentle taste of golden hazelnuts. elegant packaging combined with an affordable price are the main But what are most precious about the Gold advantages of the HEART chocolates are the feelings which they product. can express. Silky hazelnut cream comes straight from the chocolate heart, carrying the subtle sweetness of the most beautiful and noble words – both those reserved for special occasions and those precious words important in everyday life. Modern and attractive packaging available in two versions perfectly complements the Gold HEART collection, making an elegant setting worthy of a true gem.

Easter 2012 Terravita is chocolate

Terravita – Polish manufacture of chocolate products is one of the Terravita – Polish manufacture of chocolate products presents wide market leaders among seasonal products. Easter 2012 offer include range of chocolates dedicated for export. The most popular are 100 chocolate tablets, gift sets g chocolate tablets (plain chocolate tablets, chocolate tablets with and figurines all in Easter filling and chocolate tablets with some additions) like dark chocolate packaging. Wide range of with marzipan filling, milk chocolate with hazelnuts, dark chocolate, chocolate bunnies, chickens milk chocolate with strawberry filling or milk chocolate with tiramisu and eggs in different sizes filling. In Terravita’s offer there are also and attractive designs will present 165 g and 225 g chocolate certainly meet customers’ tablets in original design which are needs. mostly suitable as a gift (Milk chocolate with whole hazelnuts or Dark chocolate with cherry and cranberry).

6 MARKET SUMMARY

MAREK PRZEZDZIAK Secretary-General of Polbisco

The Polish Association of Choco- late Products and Confectionery Manufacturers

The year 2011 has been extremely dif- corn or sugar, are also high. As far as sugar We hope that the Polish government will ficult for the sweets market. Manufacturers is concerned, in addition to the high prices actively support the proposal of the EC, contended with problems such as high producers are also faced with a shortage bearing in mind the welfare of all market prices and the availability of basic raw on the domestic market. This makes it very players in Poland, including and in particu- materials, soaring prices of fuels, energy, difficult to plan production over a longer lar consumers. and the weakening zloty. period of time. Although we do not have a Reducing the rate of VAT on chocolate- Prices and availability of raw materials still big impact on the cocoa market situation or confectionery products would also signifi- remain one of the most important problems on imported nuts and dried fruit, but as far cantly alleviate the plight of the producers. for the chocolate-confectionery industry. as domestic raw materials are concerned, I do not quite understand why sweets are Last year in March, the highest level, in 32 we have the right to expect support both still perceived as luxury products and dis- years, of cocoa prices was recorded. Admit- from our government and institutions of the criminated in terms of taxation. They are tedly the raw material prices have recently European Union. Therefore we welcomed covered with a 23% VAT rate, while the dropped a little, but their level is still high, with satisfaction the announcement from remaining foodstuffs - 8% VAT rate. State which when the zloty is weak, makes its the European Commission to cancel the support must consist of assistance to the price high. The same applies to other im- sugar production quota until the end of entire food production chain from farms ported raw materials such as nuts and dried 2015. As an industry we have been advocat- through to processing industries until the fruit. Domestic commodity prices, such as ing this for a long time. table of the final consumer!

7 REPORT

Sweets in The World Market

Polish sweets are a highly-valued product and sought after in many countries around the world. Poland is also a country where the domestic consumers will be happy to try foreign products. So, how, from the Polish perspective, does the export and import of sweets look like?

8 THE HIGHEST RECORDED In the first half of 2011, sweets were the EXPORT OF CHOCOLATE most valuable item in both the export and import of Polish sugar as well as confection- PRODUCTS WERE EXPORTED ery products. Their export rose by 9% to TO EU COUNTRIES. 106.1 thousand tons, and its value increased by 15% to €437.4 million. At the same time, import was higher by 13%, rising thereby of agricultural and food products, in total EXPORT to nearly 64 thousand tons. The value of in terms of quantity and 3.2% of its value The highest recorded export of chocolate imported sweets also increased by 13% and (3.3% the previous year). The increase of products were exported to EU countries – amounted to €190.3 million. the shares of sweets in the export of sugar over ¾ of export was sent to the EU-26 mar- and confectionery products was caused kets. These countries bought from Poland AN OUTLINE by a sudden drop in sugar export. While 63.9 thousand tons of confectionery contain- OF THE SWEETS MARKET a smaller share of import is the result of ing cocoa for €276.6 million. This represents The positive trade balance amounted to increased import of sugar and molasses. an increase of 12% and 19%, respectively. €247.1 million (up by 17%) and 42.1 thou- To the 15 EU Member States 46.3 thousand sand tons (3%). The Export of confectionery CHOCOLATE PRODUCTS tons were sent (22%) worth €211.7 million products without cocoa dropped noticeably Like in the previous year, chocolate (+23%). Also Turkey and Russia were - both in terms of volume and value turno- products (confectionery products contain- significant export markets. Most Polish con- ver. However, as far as trading chocolate ing cocoa) were the most valuable item in fectionery products containing cocoa were products is concerned, higher growth rates the export and import of the Polish sugar sent once again to the UK - 26.8 thousand of export than import can be seen. In terms and confectionery industry. In the first half tons (up by ⅔), for which €95.9 million (up by of volume, nearly ⅔ of sweets imported were of 2011, the Polish foreign trade turnover half) was received. This accounted for nearly chocolate products. Their share in terms of in these products closed with a positive bal- a third of the shares in export in terms of value was even higher and amounted to ance of €228.6 million, increasing by 29% volume. Also Germany (down by 9% to almost 71%. As far as the export of sweets is from €177.8 million in the corresponding 5.8 thousand tons, 7% share), The Czech concerned - chocolate products accounted period of 2010 (€122.6 million in the first six Republic (5.4 thousand tons, 6% share), for 78% of its volume and 83% of its value. months of 2009). This happened due to the Russia (4 thousand tons, increase by more In this period, the volume of exported higher growth rate in export than import. In than a third), Hungary and Turkey, as well goods marked with the code 1704 CN the first half of 2011, 83.2 thousand tons of as Italy, the Netherlands and France, were and 1806 CN, i.e. confectionery products chocolate sweets were exported, obtain- major export markets. Within the commod- containing no cocoa, as well as with cocoa, ing from them nearly €363.5 million (72.5 ity structure of export, having achieved more accounted for 35.0% in amount (the previ- thousand for €300.2 mil- than a double increase Geography of exporting sweets ous year - 21.7%) and 83.9% in value (the lion in the corresponding with cocoa from Poland in volume, the domina- previous year 74.8%) of the export of the period of 2010). The January-June 2011/ in terms of value tion of the other filled group of goods including sugar, the sugar volume of export was Country % chocolates (CN 1806 90 industry and confectionery products. In higher by 15%, and its Great Britain 26 31) was outlined. Their the export of agricultural and food prod- value increased by 21%. Germany 10 export amounted to ucts, sweets accounted for a total of 2.0% At the same time the vol- Russia 8 23.5 thousand tons (28% in terms of quantity (1.6% in the first half ume of import increased Italy 8 share) and the value of 2010) and 6.2% of its value (6.1% in the by 5% to 40.9 thousand Czech Republic 5 was close to 112 million previous year). The share of sweets in the tons, and its value was Hungary 4 tons (up by ¾), which Netherlands 3 import of the goods group including sugar, higher by 10%, rising to accounted for a 31% France 3 products of the sugar industry and confec- €134.9 million. In terms share. The next place Spain 3 tionery products in this period was 15.7% of volume, the positive was taken by spread- Others 30 in terms of volume (23.8% the previous balance increased by able products containing year) and 53.9% of the value (68.9% in the more than a quarter to cocoa (CN 1806 90 60), first six months of 2010). While the import 42.2 thousand tons (compared to 33.4 thou- where more than 10.5 thousand tons were of sweets accounted for 0.7% of shares, sand tons a year earlier and 23.8 thousand sold outside the Polish borders for €28.6 mil- (also 0.7% the previous year) in the import tons in the first six months of 2009). lion. This accounted for 13%, quantitatively

9 REPORT

and 8% in terms of value in the structure of Imports from the 15 EU Member States products on the Polish market. To a minor export. The third place was taken by other accounted for 83% in terms of quantity and extent also the Netherlands and Austria were food preparation products containing cocoa 85% in terms of value. Almost 34 thousand suppliers of chocolate products. with filling (CN 1806 90 90), which were tons (12%) for €114.7 million (13%) was The commodity structure of Polish imports exported in the amount of 9 thousand tons purchased in the 15 EU of confectionery products Geography of importing sweets (11% share) for €73.6 million (20% share). Member States. In the with cocoa from Poland containing cocoa was Slightly less chocolate products in blocks, first half of 2011 third January-June 2011/ in terms of value dominated by three slabs or bars were sold abroad (code CN world countries have not Country % products. The first item 1806 31 00). The volume of their export played a significant role Germany 54 of these products were amounted to 8.5 thousand tons (10% share) in supplying Poland with Italy 11 products marked with with a value of €29.8 million (8% share) and sweets containing cocoa. Czech Republic 5 the code CN 1806 20 the products with code CN 1806 32 90, 7 Import from Switzerland Belgium 5 95 (other food prod- thousand tons for €27.2 million. In the first decreased by 22% to Austria 4 ucts containing cocoa half of 2011 export of chocolate products 258 tons. Purchases from France 3 in blocks, slabs or bars Netherlands 3 was 69.7% (59.1% a year earlier) in value Côte d'Ivoire, which weighing more than 2 kg Slovakia 3 and 27.5% (16.1% in the corresponding is the largest producer or in liquids, pastes, pow- Lithuania 3 period of 2010) in quantity for the group of of cocoa beans in the ders, granular or other Great Britain 2 commodities including sugar and products of world, decreased by 40% bulk form, in containers Others 7 the sugar and confectionery industry. While to 230 tons. Their total or immediate packaging, shares in the export of agricultural and food share slightly exceeded with a content exceeding products in total amounted to 1.6%, in terms 1% of import. For many years, the main 2 kg), which were imported in the amount of quantity (1.2% a year earlier) and 5.1% supplier of chocolate products to the Polish of 7.1 thousand tons for nearly €18.4 million (4.8% a year earlier) in terms of value. market has been Germany, from which (17% share in terms of quantity and 14% 20.8 thousand tons (19%) for €71.5 million in terms of value). The second group were IMPORT (21%) was imported. Imports from Germany the other food preparations with cocoa in Confectionery products containing cocoa accounted for half of the sweets contain- blocks, slabs or bars, filled (CN 1806 31 00). were imported during this period almost ing cocoa coming into Poland. Also Italy (4 In terms of volume, imports of these goods entirely from EU countries – in the EU-26 thousand tons, an increase of 22% ac- fell by 1% to almost 6.7 thousand tons. This countries, 98% of products labelled with the counted for a 10% share), Czech Republic (3 accounted for 16% share in imports of the custom tariff code CN 1806 were purchased thousand tons), Belgium (2.3 thousand tons) goods in terms of quantity. The value of in terms of value and quantity in total. were much smaller suppliers of chocolate purchases increased by 7% to €26.7 million, which accounted for a fifth of the purchas- ing of confectionery products containing cocoa in total (the largest amount in terms of value). The products of code CN 1806 20 10 were in third place (other preparations in blocks, slabs or bars weighing more than 2 kg or in liquids, pastes, powders, granular or other bulk form in containers or immediate packaging, with a content exceeding 2 kg containing 31% or more of cocoa butter or containing 31% or more of cocoa butter and milk fat in total). Their import approached 5.1 thousand tons, and the value €14.3 mil- lion (shares of respectively, 12% and 11%). Products of codes CN 1806 90 19 (3.2 thousand tons) and 1806 32 10 (also 3.2 thousand tons) as well as 1806 90 60 and 1806 90 31 and 1806 32 90 were on the

10 following positions. In the first half of 2011 imports of chocolate products accounted for 2.3%, (2.4% in the corresponding period of 2010) with a value of 0.5% (0.5% a year earlier), of the quantity of the imports of ag- ricultural and food products in total. Shares in the import of the group of commodities including sugar, the sugar industry products and confectionery products amounted to 38.2% (49.9% a year earlier) in terms of value and 10.1% (16.5% a year earlier) in terms of volume. POLISH SWEETS ARE A HIGHLY- SWEETS WITH NO COCOA CONTENT VALUED PRODUCT AND SOUGHT The group of confectionery products with no cocoa content includes: chewing gum, AFTER IN MANY COUNTRIES liquorice extract, white chocolate, pastilles, AROUND THE WORLD. drops (including the sore throat drops), sug- ar-coated confectionery products, gel prod- ucts and jellies, boiled candies (also filled), toffee candies, caramels, compressed and the rapid growth of cheap imports (im- outside Polish borders in the amount of 3.9 tablets in sugar confectionery. The volume port prices in the first half of 2011 are 10% thousand tons (17% share) for €9.9 million of exports of these products in the first half lower than in the corresponding period of (13% share). Also products marked with of 2011 fell by over 8% to 22.9 thousand the previous year). the CN 1704 90 65 code and other sugar- tons (25.1 thousand tons a year earlier). covered products (CN 1704 90 61) were an The value of exported goods decreased by EXPORT important product in the export structure. nearly 8% to €73.9 million (€79.9 million in As in previous years, also in the first Also white chocolate (CN 1704 90 30) was the corresponding period of 2010). In the half of 2011, the main export commodi- an important product, to a lesser extent, same time, 23 thousand tons of sweets (in- ties were commodities marked with the however. crease by a third from 17.4 thousand tons) CN 1704 90 99 code (other confection- The most important outlets for Polish for €55.3 million were imported to Poland, ery products without cocoa). In foreign confectionery products without the content which is up by a fifth compared to €46.3 markets, 7.8 thousand tons (less by 22%) of cocoa are still the countries of the Euro- million in the first half of 2010. The positive of these products for the amount of €30.5 pean Union, where almost ⅔ of export was balance of trade decreased by as much as million (-23%) were sold. This shows a 41% sent (14.6 thousand tons for €51.4 million). 45% to €18.5 million (compared to €33.6 share in terms of value and 34% in terms In the EU- 15 Member States’ market, 9.6 million previously). In terms of volume a of volume. In the second place were toffee thousand tons of these products have been surplus of import over candies, and caramels sold with a value of €32.9 million. Up to Geography of exporting sweets export was recorded for without cocoa from Poland (code CN 1704 90 10% of export was sent to CIS [Common- the first time, while the January-June 2011/ in terms of value 75). Export of these wealth of Independent States]. Less than a balance has dropped Country % sweets amounted to fifth was sent to other third world countries from +7.7% to -0.08 Germany 17 7.3 thousand tons (-6%, and 5% to the countries which are mem- thousand tons. In previ- Czech Republic 7 32% share) amount- bers of NAFTA, i.e. to Canada and the USA. ous years, the product Russia 6 ing to €16.4 million The main customers of Polish sweets group discussed was Italy 5 (-5%, 22% share). The without the content of cocoa in the first half characterized by a high Hungary 5 positions that followed of 2011 were Germany and Russia, which positive balance. The Great Britain 5 were boiled candies, accounted for a fifth and 8%, respectively Netherlands 5 negative balance in including the filled of the share in terms of volume. Germans Saudi Arabia 4 terms of volume is due ones (CN 1704 90 71 bought more than 4.5 thousand tons of the Others 46 to a decrease in export code), which were sold products above for €12.7 million.

11 REPORT

While 1.8 thousand tons with a value of IMPORT 13% and 10%, respectively in terms of €4.1 million was sent to Russia. In terms of Other gel products and jellies including volume. The main suppliers of prod- quantity, shipping to Germany was lower fruit pastes in the form of confectionery ucts of the CN 1704 code to the Polish by a fifth, to Russia it fell by as much as (CN 1704 90 65) accounted for 35% of market included the EU countries, from 48%. Other important export markets were the import of sweets without cocoa con- where about 85% of these products also The Czech Republic, Saudi Arabia, tent, which were imported in the amount were imported. Imports from the EU-26 Hungary and The United of 8.1 thousand tons amounted to 19.5 thousand tons (34%) Geography of importing sweets Kingdom. In the ana- without cocoa to Poland (nearly three quarters with a value of €46.5 million (17%). From lysed period, export of January-June 2011/ in terms of value more) for €12.7 million EU-15 Member States 13.2 thousand confectionery products Country % (11%). The Increase tons with a value of €39.3 million were without the content of Germany 39 by 11% allowed to imported to Poland. This accounted for Netherlands 10 cocoa accounted for Czech Republic 7 achieve 14% shares in a 57% share in terms of volume and 71% 7.6% in terms of quan- Spain 7 terms of quantity for in terms of value in the import of these tity and 14.2% in terms Belgium 4 sugar-coated products products to Poland. As in previous years, Italy 3 of export value for the (code CN 1704 90 61), as well as in the first half of 2011, con- Ecuador 3 group of goods including Colombia 3 which were imported fectionery without the content of cocoa sugar, the products of Turkey 2 in the amount of 3.1 were imported mainly from Germany - Others 22 the sugar industry and thousand tons for €8.4 7.1 thousand tons with a value of €21.8 confectionery products. million. For slightly million, which accounted for 31% shares In the first half of 2010, this share amount- less, boiled candies, including the filled in terms of quantity and 40% in terms of ed to 5.6% and 15.7%. While the export of ones (CN 1704 90 71) had 2.9 thousand value. The volume of imports from this confectionery products without the content tons imported. Toffee, caramels and country increased by 11%, and its value of cocoa accounted for 1.0% (1.3% a year similar candies were purchased for 75, by 14%. Having increased three and earlier) in terms of the total export value of 2.4 thousand tons (CN 1704 90). Their a half times to 4.6 thousand tons. The agricultural and food products and 0.4% of share in total import of sweets with- second place was taken by the Czech its quantity (also 0.4% in the previous year). out the content of cocoa amounted to Republic (a fifth of the shares).

12 Polish foreign trade in sweet products (mln EUR) Polish foreign trade in sweet products (mln EUR) in terms of value in terms of volume

500 export 120 export import import 400 balance 100 balance 80 300 60 200 40

100 20

0 0 I-VI 2009 I-VI 2010 I-VI 2011 I-VI 2009 I-VI 2010 I-VI 2011

On the basis of: Analysis of Issues and Trends in Polish Production and Foreign Trade in Agricultural and Food Products in The First Half of 2011. , FAMMU / FAPA.

The next positions were taken by the Netherlands and Spain (respectively 2.2 and 1.1 thousand tons). An 87% increase of purchases in Belgium (up to a thou- sand tons) is also worth noting, so this country has gained a significant position as a supplier of confectionery without the content of cocoa (4% share). Amongst the third world countries, the important suppliers were Colombia (4% share), Ecuador and Turkey (both 3%). In the first half of 2011, imports of confectionery products without the content of cocoa accounted for 0.9% (also 0.9% share in the corresponding period of 2010) of the share in terms of value and 0.3% (0.2% the previous year) of the quantity of im- port for agricultural and food products in general. Shares in the group of commodi- ties including sugar, products of the sugar industry and confectionery products in this period amounted to 5.7% (7.3% a year earlier) in amount with shares of 15.7% (18.9% in the first six months of 2010) of the value of the imports in this group. Despite the difficult situation in the international market, you can easily say that sweets should not be worried about the crisis, and certainly not as much as other fast moving consumer goods. Polish sweets are enjoyed and are highly valued in many countries around the world, year by year we gain new loyal groups of consumers. Maja Swiecka

13 INTERVIEW

Can chocolate be affected by the crisis? Here is a conversation with Artur Klobucki, Director of the Export Department of PPHU Millano Sp. z o. o. [Manufacturing, Trade and Service Company Millano LLC] about the company's development and international expansion.

A new year - new plans. What are your plans for the coming months? 2011 was a good year for the company. We introduced new products that have been positively received in the interna- tional market. We have implemented many improvements, especially in the field of customer service. This means that we are optimistic about the coming year. We will consistently optimize our offer, taking into account the specificities of each country. In the first two quarters there are important trade fairs such as the ISM in Cologne, Germany, Prod-Expo in Moscow, Russia, PLMA in Amsterdam, Holland. Millano will actively participate in all of these events. It's a good opportunity to meet with our existing customers and make new contacts. We also use this opportunity to observe the industry and upcoming trends. Each time we present something new and this year for sure this will not change. We will even accelerate our innovations.

WE TRY TO You mentioned that last year was good BE FLEXIBLE for your company – could you tell our readers something more about it? AND KNOW It was a good year, although simultane- THAT WHAT ously a tough one. We tried to protect our ARTUR KLOBUCKI IS IMPORTANT customers from soaring commodity prices. Director of the Export At the same time we introduced many new Department of PPHU IS QUICK products on an international scale. It was a Millano Sp. z o.o. DECISION- challenge in terms of not only commercial but also logistic issues. We closed the year MAKING. 2011 with increasing sales and I can say that our goal was achieved. For me, the fact that after a hard year the organization shows great enthusiasm and commitment is not of less importance.

14 MILLANO IS A MODERN Let's go a little further into the past – the beginning of the company is the eighties in the last century... COMPANY WITH Yes, the Millano company exists in the market for more than a INTERNATIONAL quarter of a century. It's a family business, which from the begin- ning has been producing chocolate. The company was founded COVERAGE. WE ARE by Krzysztof Kotas, who all the time remains the person manag- CERTIFIED WITH ing the whole organization. I am sure that his words would best ISO, BRC, HACCP, describe the beginnings of Millano. I can say that it is a fascinating story. CONFIRMING THE HIGHEST STANDARDS How did the company develop? The groundbreaking moments are... Millano is a company in which lots of things happen, so there OF PRODUCTION AND are important moments every day. Many of them took place at a MANAGEMENT. time when I did not know that I would work in a chocolate factory. And so, in 1992 the production hall for forming chocolate bars opens on Wysogotowska Street in Przezmierowo, Poland as well suppliers of private-label signed goods for retail chains such as as an office space with rest and refreshment facilities. 1996 was Auchan, Tesco, Biedronka, Lidl, Intermarche, Geant, Plus Discount, an important year because of the start-up of the chocolate mass Leader Price, Kaufland and Netto. In 2009, once again, we focused and chocolate coating production line based on new technologies, expanding the machine on German technology, which is one of the fleet with the latest generation of packaging most modern in the country. This numerically machines for packaged confectionery prod- controlled system can produce 100 tons of ucts. It was also an important year because of mass per day. Not much later, as it was late the decisions about the development of sales 1996 and early 1997 a new production plant in North America. The consequence of these on Graniczna Street started working, which decisions was opening the Millano company was prepared for the production of filled and representative office in Chicago, USA in 2010. packaged confectionery products. Subsequent In 2011 we opened the first warehouse there. years - and more specifically the year 1999 The year now is 2012 and I hope that we will – are the beginning of our own brands in Po- work on adding other important events to the land. Millano from the outset marks its strong list above. position in this segment. 2000 was a break- through year due to the purchase of the company Pomorzanka in Please tell our readers about Millano today. Slupsk. Since Millano became its co-owner, it has been expanding Millano is a modern company with international coverage. its offer with a wide range of products: hard candies, jelly products We are certified with ISO, BRC, HACCP, confirming the highest and chocolate-covered products. A year later, a modern logistics - standards of production and management. But today’s Milllano also distribution centre Millano Distribution [Millano Dystrybucja] was continues the process of improvement regardless of the department created. In 2003, being managed in a modern way – with regard or the level of the organization. From the commercial point of view to the safety of our products – we started the implementation of I can say that we do not stop working on increasing the level of cus- the HACPP system and in 2004 we obtained the Certificate. 2006 tomer service. We try to be flexible and know that what is important was another groundbreaking year because one of the most modern is quick decision-making. Therefore, in Millano we are working on manufacturing facilities in the confectionery industry was commis- communication not only outside the company, but we also want to sioned that meets the highest international standards in production achieve harmonious cooperation of the sales, marketing, laboratory, and work safety. At the same time the machine fleet was extended manufacturing, supplies and logistics teams. Without the commit- with production lines and packaging machines of the latest genera- ment and enthusiasm of all these people we could not be present tion, which directly affects a substantial increase in the production in fifty countries around the world. To develop in the international capacity. Polish presence in the EU and the production capacity market, we must be receptive to tastes, habits, innovations. We of the plant caused a surge in export sales and the number of new must be open to other cultures. And this seems to me to be the markets not only in Europe but around the world. Having been most important thing in our company today. The fact that we start granted the trust of customers, we have become one of the largest our conversation with the client by listening to what they need.

15 INTERVIEW

Export is an important branch of activity people. There, in turn, the local competi- development of private labels. Millano is a for you - what products are exported? tion is strong. On the other hand, there are company that provides private-label products Which countries are the main partners? two-hundred-million people in Brazil, which to many international retail chains. We gain Sales to foreign markets is still a big is the world's fifth chocolate consumer. Un- their confidence by the fact that we actively challenge. I am fortunate to work with fortunately, only 8% of chocolate sold there participate in every stage of the product man- professionals who take on this challenge is imported. Looking at the map of the world agement in this segment. To sum up: we do every day. Millano is able to offer a wide you can see that there are lots of directions not underestimate the negative signals coming range of products and very often this is for development, and the crisis in tiny Europe to us, we do not however let that paralyse the why foreign customers decide to cooper- should not deter anyone from chocolate. implementation of our assumptions. ate with us. To foreign markets we sell both traditional chocolate products, which are Are you afraid of the second wave And what is the situation on well-known to Polish consumers, as well as of the crisis? Should the sweets the international market? less common solutions, such as chocolates industry be afraid of the crisis? Last year the global chocolate market filled with peanut butter and jam. The 100 We focus on rational planning and we want reached 100 billion dollars. There are more g chocolate bars in different flavours remain it to be an antidote at this time. Our strategy is and more chocolate lovers and it prob- dominant all the time. Our boxes of choco- not defensive, and therefore we take a series ably should not surprise anyone. After all, lates, which weigh between 100 g and 300 of actions aimed at strengthening the position chocolate makes us happy. Over the last five g, are still very popular. An important role years, chocolate consumption increased by is played by the ones that are well-de- 30% and this is mainly due to the emerging signed and made of high quality packag- markets, and that's where interesting things ing materials. Most often they need to be happen. These are also markets that require adapted to the requirements of a particular a sense and knowledge of the habits and country. Taking part in many trade fairs, we behaviours of customers. Many of them are constantly observing emerging trends are only learning to enjoy chocolate, and and try to follow them. Therefore, we are due to this first impressions can have a big constantly expanding our product range. impact on the continuation of this adventure. Speaking about the foreign markets most Finally, there are countries where chocolate important for us, I point out the European consumption is at the level of 7-10 kg per Union as a whole with emphasis on the person, per year and the pace of change rapidly developing countries of CEE. I feel here is not as big. Despite high consump- that the situation on the Russian market tion per capita, tastes are rather conserva- is improving, which instils some optimism tive. Customers expect natural ingredients, in us. Undoubtedly, the North American of our company not only on the domestic certified supply chains, and convenient forms market is important for us. market. We strive for good communication of serving chocolate more than innovation. with our customers in order to adequately re- I am not afraid of the amount of chocolate On which other markets do you plan spond quickly to their needs. Contrary to the that we will be able to eat. These numbers to emerge? image presented in the media, the situation continue to grow. Possibilities of the cocoa Asia is very interesting. There is no short- does not seem to be so bad. Even more so in producers may be the larger problem. Côte age of potential chocolate lovers there. The the confectionery market, which seems to be d'Ivoire reduced the amount this season by Middle East is a region where there is no resistant to negative moods. Research shows 18%. Neighbouring Ghana, which is the No. need to convince anyone to sweets, but it that consumers do not like to save on choco- 2 producer, will shrink the harvest by 14%. is difficult to gain the trust of the demand- late. They treat sweets as a luxury, which they Reaching further - it is the situation on the ing customers. Besides, it turns out that a do not give up, as a way to improve mood. commodity markets in future years that will fairly short season seems to be a problem Besides, Poland comes out pretty well com- be the crucial issue for the industry. Another too. China is a country that you cannot lose pared to other countries in our region. The important component, which is sugar, has sight of, but the chocolate market is com- consumption of chocolate in our country is given us a lot of emotions this year. paratively less developed and starting to sell still about 50% of what our Western neigh- involves large investments. Countries such as bours consume. This shows the potential. Thank you for the interview. Malaysia, Indonesia are another 300 million Undoubtedly, this is a favourable time for the Maja Swiecka

16 

Polish Traders’ Portal www.hurtidetal.pl connect to our community

Fischer Trading Group Ltd. Bagno Street 2/218, 01-112 Warsaw phone: (+48) 22 847 93 67, fax: (+48) 22 828 93 65, e-mail: [email protected]

iPortal_210x297.indd 1 2012-01-22 16:11:07 INTERVIEW

An interview with Elzbieta Bakiewicz, Trade Manager at ZPC Janusz Chojecki, about the tradition of the company, product quality and the most important export partners. How have the production methods changed since 1979, and how did you manage to preserve the chocolate products traditional recipes? Since its inception, the customer was pri- ority for the company. Along with a change of customers’ expectations and preferences, the production process and product range we offered has changed. These changes were the natural results of the development that took place over several years in the economic and social area of our country. New markets opened up, we appreciated the convenience and comprehensiveness of shopping in hypermarkets, our expecta- tions have increased, we look for smaller and nicer packaging. Only by investing in a modern machinery fleet and automating ELZBIETA BAKIEWICZ ufacturer's retail outlet is an important part the production process we were able to Trade Manager of the Chojecki company. Flexibility of the keep up with the changing trends, to ensure ZPC Janusz Chojecki company, analysis of the consumer’s needs high quality and gain access to modern and focus on high quality products was distribution channels. We strive not only the key to success. Thus we have earned a to meet the new requirements imposed by good reputation and a leading position in the market, but also constantly surprise the the local market. Rapidly growing demand customer and offer customers something forced the decision to purchase the first special and unique. La Crema pastries filled production line for shortbread. Machinery with semi-liquid cream in many flavours is stock was gradually augmented with new a good example. The ‘Chojecki’ Company has more machines for making gingerbread, short- than 30-years of history. Please bread biscuits with filling, or sponge fingers How can you assure the highest quality outline briefly to the readers of the filled with jelly. As a result of sustainable and safety of your sweets? Food from Poland magazine how your development, the company has evolved In our company we work in accordance business has developed to become one from a small bakery into a large Confec- with the guidelines of the HACCP quality of today’s leading manufacturers of tionery Production Plant, which employs system and according to the standards of biscuits in Poland. about 250 people. Last year we completed the BRC for several years. We control not Yes, indeed, in December last year the the construction of a new location with only the raw materials which we use to ‘Chojecki’ company celebrated its 32nd an area of 7 000 square meters, which in produce cakes, but we also place emphasis anniversary. The first years of activity were addition to office – administrative facilities, on the proper functioning of quality systems as a traditional production of confectionery contains warehouses for finished products in production, packaging, storage or trans- products (cakes). The traditional bakery has and a production hall with modern pro- port. All lines are equipped with detection survived to this day, and along with a man- duction and packaging lines. systems, while the Quality Department

18 ensures safety. Our company is a manufac- turer of many private brands for major retail WE ACHIEVED A STRONG chains such as Tesco, Kaufland or Coop. POSITION IN COUNTRIES SUCH We need to make sure that the consumers buy perfect and safe products. AS ITALY, AUSTRIA, GERMANY, FINLAND AND SWEDEN. Shortbread, gingerbread, sponge fingers and biscuits with the ‘Chojecki’ logo are present in the Polish market and abroad. How How important for the company is your presence important is export sales for the company? Which countries at international fairs? are the most important export partners and which are within I think that international trade fairs are important for every com- the range of interest? pany. This is where we present the innovations, learn about current Sales abroad currently represents over 40 percent of the com- trends in the sweets market, and we establish key business con- pany’s turnover, i.e. almost every second cake we bake is bought tacts. Each country has its own preferences regarding the type of by foreign consumers. At present, representatives from 38 countries raw materials used, quality and taste of products and visualization are our contractors. Most of the recipients are from Western Eu- of packaging. It is therefore important to recognise the expectations rope. We achieved a strong position in countries such as Italy, Aus- of the market during the first discussions. I think the key to success tria, Germany, Finland and Sweden. Cooperation with representa- is to appropriately adjust our offers to customer’s needs and to tives from Eastern and Arab markets, for which separate recipes are prepare the packaging carefully. prepared, is also developing successfully. Our further expansion But contractors conquered in this way, are not just business. It is plans are ambitious. We are already working on introducing our primarily the relationships that enrich and develop our company. products to Japan and China. These are difficult and demanding These are the long-standing friendships, through thick and thin, markets that require careful preparations. based on mutual trust. Tomasz Panczyk

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19 INTERVIEW

We have entered into a new year – 2012. Will it be better than the previous one?

We asked this question to Mr. Tadeusz Michalak – President of the Management Board of Maxpol Sp. z o.o. [Maxpol LLC] – A foreign trade fair organizer.

‘On the one hand we say that Poland Promotion and marketing are one form of is a "green island", on the other, some are growth. This includes among others product frightening us with the word "crisis" and presentation at International Fairs, which is its consequences. According to declara- so far the most effective form. Fairs are an tions, the Polish economic forecast for instrument of direct communication. By par- this year is good. The deficit this year ticipating in fairs larger goals can be achieved. should be close to 3% of GDP. This year First of all: according to Brussels the deficit will reach • promoting the company, 3.3% of public finances, and our coun- • An opportunity to present products, try is classified into the group of stable • meetings with existing customers and economies.’ new ones, who are interested in the exhibitor’s products, Now what about foreign trade? We • An increase in sales, TADEUSZ MICHALAK closed the year 2011 with growth in • entering new markets. President of the our export. What will the year 2012 be To achieve these objectives, exhibitors Management Board like? must choose countries they will present of Maxpol Sp. z o.o. Slower economic growth in Europe may their products to. We welcome you to slow down our export. Polish export to the participate in food industry fairs organised Euro-zone countries is more than half of its by our company, in many countries of the value, to Germany, more than a quarter of world. its value. Based upon this account it follows With over 20-years experience we should that these markets should be strengthened. meet the expectations of producers and the This does not mean that the development economy of your country should increase of export to other states must be slowed its exports. We look forward to our mutual down. cooperation. (TP)

20 Organizer OF INTERNATIONAL FAIR leader OF FAIR SERVICES GROCERY FAIR 2012 WINTER FANCY FOOD SHOW USA SAN FRANCISCO 15-17 January

29 January ISM GERMANY COLOGNE - 1 February

PRODEXPO RUSSIA MOSCOW 13-17 February

BIOFACH GERMANY NORYMBERGA 15-18 February

EUROPAIN & INTERSUC FRANCE PARIS 03-07 March

FOODEX JAPAN JAPAN TOKYO 06-09 March

AAHAR INDIA INDIA NEW DEHLI 10-14 March

FOOD & DRINK EXPO UNITED KINGDOM BIRMINGHAM 25-28 March

NATURAL AND ORGANIC UNITED KINGDOM LONDON 1-3 April PRODUCTS EUROPE

FOOD EXPO UKRAINE KIEV 4-6 April

CANDY FAIR SYRIA DAMASKUS 17-19 April

INTERFOOD KAZACHSTAN ASTANA 18-20 April

IFEX IRELAND BELFAST 24-26 April

GASTRONORD SWEDEN STOCKHOLM 24-27 April

SIAM MAROCCO MEKNES 25-29 April

ALL CANDY EXPO USA CHICAGO 8-10 May

SIAL CANADA CANADA MONTREAL 9-11 May

SIAL CHINA CHINA SHANGHAI 9-11 May

AGRICULTURAL FAIR SERBIA NOWY SAD 12-18 May

WORLD FOOD/INGREDIENTS AZERBAIJAN BAKU 16-18 May

PLMA AMSTERDAM NETHERLANDS AMSTERDAM 22-23 May

ALIMENTARIA MEXICO MEXICO MEXICO CITY 5-7 June

BIELAGRO/PISCHEVAYA BELARUS MINSK 5-10 June INDUSTRIYA

SUMMER FANCY FOOD SHOW USA WASHINGTON 17-19 June

SIAL BRASIL BRASIL SAO PAULO 25-28 June

MIFB MALAYSIA KUALA LUMPUR 12-14 July

FINE FOOD AUSTRALIA AUSTRALIA SYDNEY 10-13 September

FINE FOOD INDIA INDIA NEW DELHI 17-19 September

Maxpol Ltd., Hoza Street 86, 00-682 Warsaw, tel.: +48 22 628 06 21, 625 14 08, 629 96 21, fax: +48 22 621 03 73 [email protected], www.maxpol-targi.com.pl

Maxpol_January2012.indd 1 2012-01-23 15:25:30 POLISH SWEETS Polish Sweets – The Story

The history of sweets is very long and interesting. They were probably discovered by The Egyptians 4 000 years ago. Fruit and nuts dipped in honey were at that time their sweet delicacies. In India, honey was a rarity at the time, accessible by very few. The others gorged on bananas boiled in milk. The Japanese have known sugar since the eighth century C.E. Now what is the history of Polish sweets?

22 The history of any company in the the strongest global sweets companies. It is bar, which was given her name and her confectionery industry in Poland is associ- also worth noting that some of the recipes portrait was placed on the packaging. ated with interesting events. It often goes used by Karol Wedel are still used to cre- The first chocolate produced by Wawel back over 160 years ago. Many years of ate chocolate. was Malaga. Its history dates back to the tradition, proven recipes that make the And now another late 60's, when the product was shaped products reach their exceptional taste - are story, connected by hand. In the early 70's the company trademarks of Polish sweets. So let's look with one of the most began producing Kasztanki [‘Chestnuts’] at the history of selected manufacturers of beautiful cities in Poland - Krakow. So, and Tiki Taki chocolates. confectionery in Poland. in 1898, Adam Piasecki founded his The beginnings of In 1851 Karol confectionery company there, and a few today's Colian Group Wedel founded his years later he opened a chocolate factory. dates back to 1918, first factory in Warsaw He opened his first shop at the Mar- when fabryka Cukrow i Czekolady Lukullus on Miodowa Street. Wedel's products im- ket Square in Krakow. His sweets have [The Lucullus Sugar and Chocolate Fac- mediately won the hearts of the inhabit- become synonymous with high quality tory] was established. In the twenties, the ants of Warsaw. In 1862, Karol handed and delicious tastes. However, in the company already owned a retail chain of over the factory to his son Emil, who with twenties in Krakow strong competition company shops in Pomerania. In 1922 the his bold investments expanded the family appeared - A Chocolate Products Fac- Tysler Brothers’ Factory was established. business. He expanded the range and tory - Pischinger and Suchard Chocolate Factories that were devastated during coverage of the sales of Wedel delicacies, Factory. After the Second World War, the war were taken over by the state in and also opened a retail chain of company the three competing companies merged, 1945, and the plant at Warminski Street shops. In 1934 the company was passed and so, in 1951 "Wawel" Confectionery in Bydgoszcz, Poland, adopted the name on to Emil’s son - Jan Wedel, who built Plant was created. Over the years, due Jutrzenka [Aurora] that functions up to the a new factory in Warsaw's Praga District. to the economic situation the company present. Four years later Pomorskie Zjed- Two years later, Wedel sweets were known was privatized, later it became a public noczone Fabryki Cukrow i Czekolady [The outside the country, for example in Paris, limited company, and in 2005 it changed United Pomerania Sugar and Chocolate London, and even North America, and its name to Wawel S.A. [Wawel JSC]. Factories] were established that connected Japan. In 1936 the world famous Wedel Also, the Wawel products alone tell their the two factories, in 1951 the company was Chocolate Covered Marshmallows (Ptasie own story. For example, one of the oldest named Zaklady Przemyslu Cukierniczego Mleczko) was created. Since 1999 the products – the Danusia candy bar was Jutrzenka [Aurora Confectionery Plant]. In company has been within the structural created out of love. Adam Piasecki wish- this story, Bydgoszcz Jutrzenka [Aurora] and organisation of the global confectionery ing to express his feelings to one of its Torun Kopernik [Copernicus] joined and company Cadbury. Since 2010, Wedel has factory employees - a beautiful Danusia, separated, until finally in 1993 they formed been part of The LOTTE Group - one of developed an original recipe for a candy Przedsiebiorstwo Cukiernicze Jutrzenka

23 POLISH SWEETS

S.A. [The Aurora Confectionery Company JSC]. In 2004, Jutrzenka bought the Polish Goplana brand from Nestle and a factory in Poznan, Poland, and a year later it began working closely with Kaliszanka – The Grze- ski wafer manufacturer. Following the new trends and continuous introduction of prod- uct innovation allows the company to be an important player in the global market. Since joining the European Union in 2004, the company has taken several actions to build a distribution network and increased sales on the EU market and make the most of every opportunity to access new sources of raw materials. Odra S.A. [Oder JSC] Company’s his- In 1952, in Lublin, Solidarnosć are present in markets tory dates back to Poland, Firma Cuki- around the world. 1946, when the production of caramels ernicza Solidarnosć The RARYTAS [Deli- and dragées was started. The plant went [The Solidarity Confectionery Company] cacy] company was through successive stages of development, was founded, which in the early sixties founded in 1960 as a production of milk chocolates known as has developed the world-famous Sliwka company functioning within the structure Krowki Matylda and sesame halva were Naleczowska [Naleczow Plum] – the of CZSS Spolem [Together], producing started. Around 1957-1958, the produc- pride of the manufacturer. In 1994, Firma baked goods, such as biscuits and sandwich tion of chocolate products and dragée- Cukiernicza Solidarnosć has launched cookies. In 1974 the production of original like products was started. In 1970, the chocolates with hazelnut cream - Golden crackers was started, they were small and company began to produce chewing gum Hazelnut. The greatest asset of the com- characterized by a variety of shapes and in dragees, and two years later in sticks. pany is the quality of its products, which flavours, which are sold successfully to this Within the years 1975-1976 the produc- was achieved thanks to modern produc- day both at home and abroad. In 1994 the tion of chocolate candies was launched. tion technologies and their own recipes. plant was privatized, and the main share- Currently Odra’s offer includes among In 2003, the company has invested in holder was a company with foreign capital, others: caramels, milk chocolates, dragées, modern production lines and built a new since June 2000, the RARYTAS company pralines filled with different flavours of hall. In the same year, it launched one has only Polish capital, which has allowed creams, boxes of chocolates, halva and of the most modern, in Europe, produc- it to stabilize its market position. Currently sesame snaps. Odra S.A. belongs to Zak- tion lines for boxes of chocolates and it produces biscuits, sandwich cookies and lady Przemyslu Cukierniczego Otmuchow pralines with liquid liqueur and choco- crackers. S.A. [The Otmuchow Confectionery Plant lates with cherry liqueur. Currently, the The "Chojecki" JSC]. excellent products of Firma Cukiernicza company was founded in 1979 by Maria Chojecki and Janusz Chojecki in Skierni- ewice, Poland. From the beginning high quality products were a priority for the company. To obtain this, recipes were improved, semi-finished products were carefully selected and improvements to production methods have been introduced. Customers appreciate the passion of the owners and the exceptional attention to quality. The "Chojecki" brand quickly gained

24

POLISH SWEETS

and you are permanently committed to this, your dreams do come true. EUROVITA currently manages the follow- ing brands: Terravita, Terravita KIDS, Cocoacara, Alpinella. And what were the origins of their activity? The company was founded in 1991. During the first years it operated under the name of Greenvita Sp. z o. o. [Greenvita LLC]. The basic profile of its activities was the produc- tion and distribution of chocolate products. From the beginning the company's offer consisted of two main categories of prod- ucts: chocolate bars and chocolate creams. The company also noticed niche market opportunities, and therefore a wide range of seasonal products for Christmas and Easter were introduced. At present it occupies a permanent place among manufacturers of chocolate products. In early 1999, the com- a good reputation and a leading position in most modern manufacturing facilities in the pany changed its name to Terravita Sp. z o. the local market. As a result of continuous confectionery industry was commissioned, o. [Terravita LLC] and since then both the development, more than 30 years of expe- which meets the highest international stand- production company name and the brand rience and improvements, the company has ards in production and work safety. At the of its products have remained the same. evolved from a small confectionery com- same time the machine fleet was extended Continuous strengthening of the brand pres- pany into a large food company, producing with production lines of the latest generation tige has allowed the company to be success- shortbread, gingerbread, sponge fingers and and packaging machines. During this time, ful in sales, which contributed to its dynamic biscuits, present on the Polish market and combining tradition with acquired experi- development. Based on in-depth market on more than 40 foreign markets, located ence and modern technology, the company knowledge, the company regularly conducts in 6 continents. created Baron Excellent brands, thanks to activities aimed at fine tuning its offer to the The Millano Com- which it became an important participant in expectations of consumers. Taking care to pany has been on the market for chocolate products. build the broadest, the most widespread the market for over 3 Topole [The 3 sales, starting in September 2001, Terravita a quarter of a century, since it started its Poplars] company was entrusted the distribution of its products to business, based in Przezmierowo, Poland, in founded in 1984 and EUROVITA, and since January 2002 EURO- 1982. Ten years later the company opened up until today is managed by Zbigniew Luk- VITA watches the whole offer. a production hall for shaping chocolate bars. sza. At the beginning all the products were Zaklady Produkcji In 1996 Millano set in motion one of the manufactured by hand, and the company Cukierniczej VOBRO most modern production lines for chocolate was a small family business. The purchase [VOBRO Confectionery mass and covertures in the country - nu- of a technological line for the production of Manufacturing Plant] has been functioning merically controlled, and can produce 100 wine gums and shaped jellies allowed for a in Brodnica for more than 20 years. The tons of mass per day. The year 2000 was a significant increase in turnover and placing area is Pojezierze Brodnickie [Brodnica breakthrough year - Millano becomes co- the company in the leading position among Lake District] – an ecologically clean area. owner of the Pomorzanka Slupsk Company, the manufacturers of these products in the Since its inception, it has only Polish capital. thereby extending its offer with a wide range country. Within the 25 years of existence, The main VOBRO products are, boxes of of products: hard candies, jelly products the company has evolved from a small family chocolates, cakes and candies, and are and chocolate-covered products. Another business into a modern enterprise. This story known throughout Poland as well as in many important date is 2006, when one of the shows that if you want to achieve something European countries - in fact one third of its

26 production is exported. The experience of the crew as well as equipment and technolo- gies worthy of the twenty-first century and the selection of the best raw materials ensure VOBRO the highest standards of quality. ZPC Mieszko S.A. [Mieszko Confection- ery Plant JSC], the start-up of the company, more than half a century ago, is a continuation of the Mieszko products. The best-known Mieszko production methods of sweet products with confectionery industry tradition of Slazak brands include: Zozole, Gumini, Amoretta, advanced technology, available today, is the and Raciborzanka confectionery plants. Chocoladorro, Cherrissimo, Amadoro, La basis of the Dr. Gerard company business. Since its inception, the company specializes Stella. The best-known brands include: PryncyPalki, in manufacturing chocolate products and Dr. Gerard still until Kremisie, Mafijne, Pasja, Jaski, Maltikeks. caramel candies, while the acquisition of April 2011 operated Luzyckie Praliny Spoldzielnia Walter [Walter Cooperative] in under the name Lider'S- Company [Lusatian 2000 enabled the company to extend their KG. The origins of the company date back Pralines] was founded offer with pastry products. The base of the to 1993 when a private production plant in 1996 and is located in a picturesque area company was extended with a manufac- was established in the town of Lipiny Stare, on the western Polish border in the town turing facility in Warsaw. Year 2011 was a Poland. Initially, only four types of short-pas- of Lubsko, Poland. From the very begin- breakthrough year for the company, when try tarts and small, round gingerbread were ning of its operations export has been very Mieszko finalized the acquisition of the included in a modest offer. Under favourable important. The manufacturer specialises in Lithuanian company TB Investica, becom- conditions of the market economy, the com- private label products for Polish and western ing the owner of Vilniaus Pergale. In July pany has developed fast. Already in the first retail chains. Its business is the production of 2011 the company, already as Mieszko year of operation, having a semi-automated marzipan products, pralines (premium and Group, signed an agreement to purchase line, it launched the sale of approximately popular ones), and fancy chocolate products. the Lider Artur company, enabling entry 50 types of new cookies, and is still greatly Foreign consumers while buying sweets into a new market category comprising of, successful and very popular among consum- pay attention to their origins - the com- among others, shortbread, sandwich cook- ers. In 1999 the company began an intensive pany's history, production technology, ingre- ies, gingerbread, or crackers. Continuous process of modernization. At present the dients and traditional production methods, improvement of the quality management company has a fully automated production which make up the quality of the product. system applied in accordance with interna- line, and the production range includes There's no denying that the price is also im- tional standards is a guarantee of the quality over 200 items. The production of cook- portant, which is relatively low, considering policy. These activities aim at continu- ies and chocolate products whose perfect the wonderful taste of Polish sweets. ously increasing customer satisfaction with quality is the result of combining traditional Monika Dawiec

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27 RANKING OF BRANDS Ranking of fmcg brands In December 2011, RZECZPOSPOLITA – a popular Polish has been a member of the European Community for 8 years now, daily newspaper – published a “Ranking of the Most Valuable which is an obligation to observe its rules and regulations. If the Brands” on the Polish market. Among 330 Polish brands included products offered by Polish manufacturers did not meet the com- in the ranking, 157 belong to the FMCG sector. Their total value monly approved norms, they would never be allowed for sale. amounts to PLN 16,312.9 million (EUR 3,625.1 mln), which Sometimes, Polish safety standards are even more rigorous and confirms the strength and good quality of Polish products. Polish stricter than the ones in force abroad. The food industry in Poland production safety and quality standards do not differ from the is developing very dynamically. Constant introduction of new European Union standards and globally accepted norms. Poland products shows the dynamics of changes and fast growth of the

Brand Brand Brand value in Sector Company Brand value in Sector Company mln EUR mln EUR Mlekovita 235,3 Dairy products SM Mlekovita Lubella 23,7 Pasta Lubella Tyskie 174,4 Beer Kompania Piwowarska Redds 23,6 Beer Kompania Piwowarska Sokolow 135,9 Meat, sausages Sokolow Kamis 23,2 Ingredients Kamis Cocoa and Chocolate Bella 22,8 Hygienic paper products TZMO Wedel 135,0 Products Lotte Delma 22,3 Margarines and mixes Unilever Zubr 127,4 Beer Kompania Piwowarska Luksusowa 22,0 Alcohol Polmos Zielona Gora Czysta De Luxe 122,2 Alcohol Polmos Lublin Zubrowka 21,7 Alcohol Polmos Bialystok Meals, Soups, Winiary 94,5 Cakes in powder Nestlé Starogardzka 21,7 Alcohol Destylarnia Sobieski Lech 84,9 Beer Kompania Piwowarska Prima 21,6 Coffee Prima Zywiec 84,7 Beer Grupa Zywiec Wyborowa 21,6 Alcohol Wyborowa Zywiec Zdroj 78,3 Water, Beverages Zywiec Zdroj Saga 21,3 Tea Unilever Tymbark 72,9 Beverages Maspex Soplica 20,8 Alcohol Unicom Bols Tatra 72,2 Beer Grupa Zywiec Hortex (frozen Processing of fruit food) 19,4 and vegetables Hortex Indykpol 62,5 Meat, sausages Indykpol Naleczowianka 19,1 Water, Beverages Nestlé Waters Morliny 59,2 Meat, sausages Animex Cisowianka 18,4 Beverages Naleczow-Zdroj Zoladkowa Gorzka 56,4 Alcohol Polmos Lublin Koral (ice cream) 18,2 Ice cream PPL Koral Laciate 55,8 Dairy products SM Mlekpol Kasztelan 18,0 Beer Kasztelan Browar Sierpc Absolwent 52,2 Alcohol Polmos Bialystok Cocoa and Chocolate Mieszko 16,4 Products ZPC Mieszko Warka 51,3 Beer Grupa Zywiec Ziaja 15,9 Cosmetics Ziaja Mleko Lowickie 49,5 Dairy products OSM Lowicz Bakalland 15,4 Dried fruits and nuts Bakalland Bakoma 47,3 Dairy products Bakoma Fortuna 15,2 Juices, Beverages Agros Nova Piatnica 47,0 Dairy products OSM Piatnica Cocoa and Chocolate Cocoa and Chocolate Tago 15,0 Products TAGO Tadeusz Golebiewski Wawel 42,5 Products Wawel Bebiko 14,9 Products for children Nutricia Processing of fruit Pudliszki 41,0 and vegetables Pudliszki Lajkonik 14,8 Crackers, Cripsy, Sticks Lajkonik Snacks Kropla Beskidu 14,4 Water, Beverages Coca-Cola Poland Services Lowicz (food) 40,8 Processing of fruit Agros Nova and vegetables Tiger (drink) 14,1 Beverages (EnergyDrink) MWS Harnas 38,0 Beer Carlsberg Amino 14,0 Meals, Soups in powder Unilever Krupnik 35,5 Alcohol Destylarnia Sobieski Grzeski 13,9 Sweets Colian Delicatessen products, Jutrzenka 34,5 gourmet food Colian Drosed 13,3 Meat, sausages Grupa Drosed Olej Kujawski 34,1 Vegetable oils ZT Kruszwica Prince Polo 13,2 Sweets Kraft Foods Kubus 33,6 Juices Maspex Bebilon 13,2 Products for children Nutricia Herbapol 32,4 Fruit and herb tea Herbapol Lublin Zbyszko 13,1 Water, Beverages Zbyszko Bobovita 29,2 Products for children Nutricia AA 12,4 Cosmetics Oceanic Okocim 28,7 Beer Carlsberg Rama 12,2 Margarines and mixes Unilever 1906 28,6 Alcohol Polmos Lublin MK Cafe 11,6 Coffee Strauss Cafe Hortex (juices) 28,1 Juices Hortex Meals, Soups, Delecta 11,6 Cakes in powder Rieber Foods Polska Polskie Mlyny 27,2 Flour Polskie Mlyny Odra 11,5 Chocolate products, Odra Sobieski 27,1 Alcohol Destylarnia Sobieski Biscuits Gellwe 11,4 Meals, Cakes in powder Gellwe Krakus (cold 26,7 Processing of fruit Animex meats) and vegetables Muszynianka 11,2 Water SPPS Postep Debowe Mocne 24,7 Beer Kompania Piwowarska Prymat 11,1 Ingredients Prymat

28 FMCG sector. The companies not only extend their product ranges daily includes Polish brands only from the FMCG sector. Mlekovita but also improve the quality of popular and traditional goods. (dairy brand), worth more than PLN 1,000 million (EUR 325 mln), Research and development departments, particularly in charge is the most valuable brand on the list. The number two FMCG of product quality, can be found in almost all Polish production brand is Tyskie (beer), whose total value amounts to some PLN companies. Moreover, a tendency to expand these departments is 611 million, i.e. EUR 174 mln. Sokolow (meat, cold meats), worth clearly visible and technologists tend to focus on particular tasks. nearly PLN 612 million (EUR 136 mln), is ranked in the third posi- Safety procedures and methods are supposed to guarantee that tion. The subsequent three spots are occupied by Wedel (sweets), clients receive healthy, safe and high-quality goods. Companies Zubr (beer) and Czysta de Luxe (vodka). Winiary (Nestle) is in the carry out detailed controls at the stages of supplies purchase, seventh place.Lech (beer), Zywiec (beer) and Zywiec Zdroj (water) production as well as storing and distributing products. The pre- complement the top ten of the FMCG brands. sented fragment of the ranking published by RZECZPOSPOLITA Tomasz Panczyk, Editor-In-Chief

Brand Brand Brand value in Sector Company Brand value in Sector Company mln EUR mln EUR Krasnystaw 11,1 Dairy products OSM Krasnystaw Marwit 5,7 Beverages Marwit Woseba 10,8 Coffee Woseba Przetworstwo Rybne Losos 5,7 Fish products “Losos” Lirene 10,5 Cosmetics Dr Irena Eris Neptun 5,5 Fish products Wilbo Sonko 10,4 Bread diet HFP Wypasione 5,3 Dairy products SM Mlekovita Garden 10,3 Juices, Beverages Agros Nova Jagr 5,3 Butter PHU Jagr Kupiec 10,2 Healthy food Kupiec Pedros 5,2 Coffee Strauss Cafe Mokate 10,0 Coffee Mokate Zielona Budka 5,1 Ice cream Zielona Budka Cocoa and Chocolate Goplana 10,0 Products Colian Milko 4,8 Dairy products SM Mlekpol Cleanic 4,8 Hygienic paper products Harper Hygienics Terravita 9,8 Cocoa and Chocolate Eurovita Products Bieluch 4,8 Dairy products SM Biomlek Processing of fruit Vitax 4,8 Fruit and herb tea TATA Global Beverages Rolnik 9,7 and vegetables FH Rolnik Tarczyn 4,7 Beverages Agros Nova Krolewskie 9,6 Beer Grupa Zywiec Koscian 4,6 Dairy products OSM Koscian Turek 9,5 Dairy products Mleczarnia Turek Superfish 4,6 Fish products Orkla Foods Hoop 9,3 Beverages Hoop Kresto 4,6 Healthy food VOG Polska Inglot 9,2 Cosmetics Inglot Eveline 4,2 Cosmetics Eveline Cosmetics Cocoa and Chocolate Solidarnosć 9,0 Products FC Solidarnosć Perfecta 4,2 Cosmetics Dax Cosmetics Profi 9,0 Food Profi Maslo Roslinne 4,1 Butter ZT Kruszwica Krakowska 8,9 Alcohol Polmos Krakow Gala (coffee) 4,1 Coffee Tchibo Seko 8,9 Fish products Seko Chocolate products, Baltyk 4,0 Ice Creem ZPC Baltyk E 8,8 Cleaner products PZ Cussons Fort 4,0 Coffee Strauss Cafe Joanna 8,6 Cosmetics Joanna Masmix 4,0 Margarines and mixes Bunge Polska Kasia 8,0 Margarines and mixes Unilever Szymanowska 4,0 Flour Polskie Mlyny Vifon 7,9 Instant noodle soups Tan-Viet International Goliard 4,0 Pasta Goliard Smakowita 7,9 Margarines and mixes ZPT w Warszawie Minutka 4,0 Tea Mokate Dr Irena Eris 7,9 Cosmetics Dr Irena Eris Luksja 4,0 Cosmetics PZ Cussons Soraya 7,8 Cosmetics Soraya Zespol Uzdrowisk Klodz- Ludwik 7,7 Cleaner products Inco-Veritas Staropolanka 3,9 Water, Beverages kich Perla (Beer) 7,5 Beer Browary Lubelskie Sniadaniowa 3,8 Margarines and mixes ZT Bielmar Bryza 7,5 Cleaner products Reckitt Benckiser Podlaski 3,8 Meat, sausages Grupa Drosed Kotlin 7,4 Ready dishes Kotlin Rex 3,8 Cleaner products Henkel Pan Tadeusz 7,4 Alcohol Polmos Zielona Gora Appetita 3,7 Ingredients Colian Jogo 7,3 Dairy products Jogo Baron 3,6 Sweets Millano Hellena 7,2 Water, Beverages Colian Bambino 3,6 Cosmetics Beiersdorf-Nivea Kucharek 7,1 Ingredients Prymat Ustronianka 3,4 Water, Beverages Ustronianka Lomza 7,1 Beer Browar Lomza Pysio 3,4 Beverages Agros Nova Pamapol 7,0 Ready dishes Pamapol Dorato 3,2 Wine Ambra Graal 7,0 Fish products Graal Polsilver 3,0 Razors Gillette Jurajska 6,8 Water, Beverages Jurajska Spoldzielnia Pracy Gorska Natura 2,9 Water Pepsi-Cola GBC Majonez Kielecki 6,6 Mayonnaise WSPS Kielce Warmia 2,9 Dairy products Polmlek CIN&CIN 6,6 Wine Ambra Grycan 5,7 Ice cream Grycan lody od Pokolen Source: RZECZPOSPOLITA – Polish daily newspaper

29 Discover Poland TATRA MOUNTAINS

BALTIC SEA

WARSAW

30 WARSAW

TATRA MOUNTAINS

CRACOW

GDANSK

31 VISIT US

HALL: 11.1, STAND: B040 The “Chojecki” company was founded in 1979 by Maria Chojecki and Janusz Chojecki in Skierniewice, Poland. From the beginning high quality products were a priority for the company. To obtain this, recipes ZPC Janusz Chojecki were improved, semi-finished products were carefully selected and Kilinskiego Street 1A improvements to production methods have been introduced. Customers 96-100 Skierniewice, Poland appreciate the passion of the owners and the exceptional attention to Phone/Fax: (+48) 46 833-37-75 quality. The “Chojecki” brand quickly gained a good reputation and a [email protected], www.chojecki.pl leading position in the local market. As a result of continuous development, Export Department: Elzbieta Bakiewicz more than 30 years of experience and improvements, the company has [email protected], (+48) 601-808-919 evolved from a small confectionery company into a large food company, producing shortbread, gingerbread, sponge fingers and biscuits, present on the Polish market and on more than 40 foreign markets, located in 6 continents.

HALL: 11.1, STAND: E053

Fischer Trading Group Ltd. Bagno Street 2/218 Fischer Trading Group Ltd. is the Polish Publishing House. 00-112 Warsaw, Poland We are the publisher of two monthly trade magazines: Phone/Fax: (+48) 22 828-93-65 • Detal /Wholesale & Retail/ - Nationwide FMCG market magazine www.hurtidetal.pl www.foodfrompoland.pl • Food from Poland - Polish magazine for FMCG Professionals [email protected]

HALL: 5.2, STAND: J021

GEOMAX S.J Przemyslowa Street 16 24-300 Opole Lubelskie Cream fudge, cream fudge with sesame, cream fudge with coconut, Phone/Fax: (+48) 81 827-60-44 cream fudge with raisins, cream fudge with cocoa. Cream fudge - bar. www.cream-fudge.com, Milk mass. www.krowki-opolelubelskie.pl [email protected]

HALL: 11.2, STAND: D059

GRAN-PIK Liwocz Mickiewicza Street 14 Wide-range confectionery: lollipops (patterned, ball, heart, stick), filled 36-200 Brzozow, Poland candies, hard candies, cookies and snacks. Products under brand Liwocz Phone/Fax: (+48) 13 4341138, (+48) 503-199-456 have 56 years of tradition. All lollipops and candies are naturally coloured. [email protected], www.gran-pik.pl

32 HALL: 11.1, STAND: F052

Maxpol Ltd. Hoza Str. 86 00-682 Warsaw Company specialises in organising exhibitions of Polish enterprises at Phone: (+48) 22 628-06-21 international trade fairs abroad. Fax: (+48) 22 621-03-73 [email protected] www.maxpol-targi.com.pl

HALL: 11.2, STAND: F051/G058

Mieszko Group Chrzanowskiego Street 8B Mieszko Group consist of three umbrella brands: Mieszko, Pergale, Artur, 04-392 Warsaw, Poland and operates in 8 confectionery market categories: pralines, candies, Phone/Fax: (+48) 22 810-21-96 wafers, biscuits, crackers, chocolate tablets and bars, halva. The best- [email protected] known Mieszko brands include: Chocoladorro, Amoretta, Zozole. www.mieszko.com.pl

HALL: 11.1, STAND: E051G

ZWC “Millano” is a polish company with traditional values. “Millano” has existed for over 30 years and specializes in chocolate production. ZWC Millano We have pampered our clients with the finest chocolate products with Wysogotowska Street 15 raisins and nuts or chocolate with different fillings or even pralines of 62-081 Przezmierowo, Poland selected tastes for many years. www.baron.pl The advancement of the Millano is based on legally registered trademarks as BARON, BARON EXCELLENT and HIBBI which are put on all chocolate products.

Terravita – Polish manufacturer of chocolate products under Terravita, Terravita Sp.z o.o. Terravita KIDS, Cocoacara and Alpinella brands. Since many years we are Szarych Szeregow Street 48 also well-known as a private label producers in Poland and Europe. 60-462 Poznan, Poland Chocolate tablets, chocolate spreads, dessert toppings, pralines and Export Department Phone: seasonal products are included in our offer. High quality of the products, (+48) 61 668-83-34 www.terravita.pl, www.eurovita.pl innovative flavours, strong brand and competitive prices influence on strong position of Terravita on the market.

33 REVIEW

Anuga 2011

Last year, at the international food fair Anuga in Cologne (Ger- many) on 8-12 October - 6,596 exhibitors from 100 countries pre- sented the newest trends in the food industry on an area of almost 300.000 m2. According to the organisers, the fair was visited by an impressive number of people connected with the food industry – about 155,000 from 180 countries, in this 62% from abroad. Polish companies (125) were also present at the Anuga fair, actively promoting our national products. Traditionally, at the editorial stand, the newest issue of “Food from Poland” magazine was available.

34

Food from Poland

LIST OF POLISH EXHIBITORS Exhibitor Hall Stand Exhibitor Hall Stand Dan Cake Polonia Ltd. 3.2 E018 PPH MAXPOL Ltd. 11.1 F052 Ola Ltd. 3.2 A026 Millano K. Kotas 11.1 E051g Agros Trading Confectionery Mokate Ltd. 11.1 C040 5.2 B028 Ltd. PUH PILOT POLSKA Ltd. 11.1 C041 Beta Gulewicz i Sawulczyk 5.2 D039 FPC “San” - Pajda Ltd. 11.1 F058a Sp.J. Cukiernicza Spoldzielnia Geomax “Misztal 11.1 E055 5.2 J021 Inwalidow “Slowianka” - Stateczny” Sp.J. Firma Cukiernicza 11.1 J017/J016 MAJAMI M. Piestrzynski Sp.J. 5.2 H038a “SOLIDARNOSC” Ltd. Norimp Bako Poland Tago P.P.C. Tadeusz 5.2 J021 11.1 B051 Zygmunt Dudek Golebiewski Uno Foods Piotr Dubicki, 5.2 L010/L018 Trebor Robert Bilkiwicz 11.1 C038 Lilianna Jasinska RSP Zlotoklos 11.1 D028 ZPC J. Chylak 5.2 K041 Delic-Pol S.A. 11.2 B059a DOTI Sp.J. MDC Chocolate 10.2 C029 PPH “Ewa” S.A. 11.2 B053a Dragee Manufacturer Good Food Ltd. 11.2 A020 Z.P.H. Argo Ltd. 11.1 C039 PPH Gran-Pik 11.2 D059 P.P.H.U. Astra Ltd. 11.1 E049 Jutrzenka Colian Limited 11.2 B051 Bomilla Ltd. 11.1 E059 Liability Company Z.P.C. Janusz Chojecki 11.1 B040 P.P.H. “Karmel” Import- 11.2 A028 ZPS “Dobosz” Export Sp.J. 11.1 C034a Grzegorz Dobosz Konpol Ltd. 11.2 C050a Mieszko Group 11.2 F051/G058 Fabryka Galanterii 11.1 B040 Milanowek ZPC 11.2 C058a Czekoladowej “Edbol” PWC “ODRA” S.A. 11.2 C050 “Food from Poland”, Fischer 11.1 E053 Rarytas Ltd. 11.2 B059 Trading Group Ltd. Sopra Sp.J. 11.2 B061 Dr Gerard Ltd. 11.1 F051 P.W. “Spomet” Sp.J. 11.2 C015/D014 Luzyckie Praliny Ltd. 11.1 F048 WAWEL S.A. 11.2 A029 FPH Magnat Sp.J. 11.1 C039 Zaklad Cukierniczy MAREK 11.2 F061a Magnolia Ltd. 11.1 B039 BLADOWSKI

h: 11.1, s: E053