Fresh organic produce is on the rise for the number-one Polish retailer
The Polish retail market is in constant transformation to adjust to the shifting requirements of customers. Poland’s shoppers demand fresh and good quality produce on store shelves 24 hours a day, making well-organised logistics and fast transport crucial. POLOmarket is the largest retail network solely reliant on Polish financing. Established in the Kujawy region, POLOmarket has grown to comprise approximately 400 retail locations in small and medium-size towns as well as in larger conurbations throughout the country. It serves around 9 million shoppers every month. “We are the fastest in delivering fresh produce in Poland. Our chain sells goods worth €823 million per year,” said Dawid Mizera, category manager. “However, the crucial asset of our chain is our well-organised logistics, particularly for transporting fresh fruits and vegetables.”
Fresh organic produce is a growing trend
“For now, sales of organic products are rising slowly, but the trend is stable and its share of fresh produce has increased in the last two years,” said Mizera. The buzzword most frequently used in POLOmarket’s marketing is ‘Polish shop’ to highlight how the stores’ fresh produce comes from local Polish farmers. POLOmarket has also invested in environmental protection by withdrawing foil bags and replacing them with paper bags. As Mizera underlines, Polish customers are now more open to purchasing fresh organic bananas, tomatoes, cabbages or cucumbers in every POLOmarket store. “Now we intend to add our own brand of organic fruits, vegetables, juices and nectars ‘Zaczarowany Ogród’ (Enchanted Garden), with which we will offer more organic fresh produce in addition to our conventional products,” said Mizera.
Successful cooperation between retailers guarantees good profits, further development and increased brand awareness.
Retailer Piotr i Paweł is to join forces with the Spar Group Ltd. As in previous seasons, the retailers are developing their F&V segment so that every customer visiting their stores can find the tastes they are seeking. “In autumn 2019, in line with our new slogan ‘Inspirations’, we promoted a selection of produce, such as red grapefruit from Turkey, pineapple from Costa Rica, and Polish potatoes in various colours. We also promoted our products with the logo ‘Always Quality’ and offered many organic products,” said Tomasz Syller, managing director of Spar. Piotr i Paweł is also well-known for the high-class products that clients can find at its stores across the whole country.
to reach a bigger target
Spar has 70 shops in 65 towns in Poland but is planning to increase the number of outlets to 150 by the end of 2020. The average sales area is 1,100 m², with an assortment of 37,000 articles. The number of own-label products has increased to 1,200 items in the various categories. Once Piotr i Pawel joins forces with Spar Group Ltd., both retailers will be better placed to compete against other retailers by offering products that are often unavailable in the Polish market and at lower prices. “Fruits and vegetables account for about 8% of all our products. In 2019 up to November, our fruit and vegetables sales were worth over 120 million zlotys,” said Tomasz Syller, who states that in Poland, there is a trend to purchase organic fruits and vegetables, especially among young and middle-aged professionals. “Moreover, we are trying to offer our customers lesser known vegetables, like topinambur or pitahaya. We’ll sell these rarities in many of our outlets in various regions of our country,” said Syller.
Great potential will be generated by the partnership between Piotr i Paweł and Spar Group Ltd. “Our main target is to supply come over €11 million worth of products each year by making our shops more attractive for our customers. We now plan to build new markets in medium-sized towns. In Warsaw alone, we have five supermarkets and we plan to open new ones,” said Syller.