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POLOmarket, unmatched in fast deliveries 

POLOmarket, unmatched in fast deliveries 

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.  

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Polish retailer Piotr i Paweł enters into cooperation with Spar Group 

 

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. 

Joining forces
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.

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Piotr i Pawel’s innovation in the F&V space

Piotr i Paweł, one of Poland’s biggest supermarket chains, is once again promoting a range of innovations in fruit and vegetables in stores nationwide

Piotr i Paweł, one of Poland’s biggest supermarket chains, is once again promoting a range of innovations in fruit and vegetables in stores nationwide.

Special areas where customers can try fresh fruit and vegetables, new sections featuring wooden tables and racks for fresh organic produce, and new stands promoting produce that is not familiar to the Polish – such as collard, black salsify and exotic fruit – are among the measures.

“We have been using the slogan ‘Cheaper than you think’ to promote a line of vegetables including Polish tomatoes, cucumbers, iceberg lettuce and also peaches grown in Małopolska, in southern Poland. And we have the ongoing promotion of our own brand products with the ‘Always Quality’ tagline,” said Jacek Grzyb, from Piotr i Paweł’s fruit and vegetable sales department.

“Fruit and vegetables account for about 10% of all our products. In 2015 our general turnover increased 5.6% to 2.12 billion zlotys, making Piotr i Paweł one of Poland’s most fastest growing food retailers.

“The same year, our fruit and vegetable sales totalled over 200 million zlotys,” Grzyb said.

“Right now in Poland there is a trend towards demand for better quality food, particularly in regard to fruit and vegetables and especially among young and middle-aged professionals.

“We are also trying to introduce our customers to lesser known vegetables such as topinambur and pitahaya. These specialty items will be sold in the majority of our outlets in different regions across the country,” he said.

Founded in 1990 and fully Polish-owned, Piotr i Paweł is also well-known for the premium class products offered in its expanding food store chain.

“In just two years we have opened over 130 new stores in 61 towns across the country. The average sales area is 1,100 m² and our assortment is up to 27,000 different articles.

“The number of our private label products has increased to 1,000 items and covers various categories of products. Piotr i Paweł is able to compete with other retailers whose fruit and vegetables are often cheaper,” Grzyb said.

Focus on medium size cities

Regarding the constant development of the fruit and vegetable sections in Piotr i Paweł supermarkets, there is a need to ask how the retailer will develop its purchase strategy in years to come concerning various categories of fresh produce.

“Our main task in the near future is to invest over €9 million each year from our sales revenue in making our shops more attractive for our customers.”

And while Piotr i Paweł plans to build new supermarkets in Poland’s medium size towns, it won’t neglect bigger cities.

“In Warsaw alone we have six supermarkets and plan to open more,” Grzyb said.

Piotr i Paweł now has 138 stores, including one opened in late October in Warsaw’s Koszykowa St.

TK 

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Entries open for Fresh Market Poland’s product of the year title

Fresh Market – Poland's annual meeting of fruit and vegetable suppliers and buyers – takes place September 23 this year in Warsaw.

Are you introducing a new variety of cabbage, a different form of packaged vegetables, innovative packaging or cutting edge technological solutions for the fruit and vegetable industry?

Entries are open until August 20 for the Product of the Year award at the 2016 edition of the Fresh Market event in Poland.

Taking place September 23 in Warsaw, Fresh Market 2016 is billed as a meeting of suppliers and buyers of fruit and vegetables and the Fresh Market Award as an opportunity to present products and service to 400,000 sector clients from Poland and Europe.

Any product or service to the fruit and vegetable industry may be put forward as a candidate for the Product of the Year title, including new varieties of fruit and vegetables, or those already known but involving new creative packaging, technical equipment or services.

As well as an all-day exhibition with stands of companies offering trade and services, this 9th edition of Fresh Market has a programme designed to help attendees make as many valuable contacts as possible, including allowing participants to make appointments with representatives from given retail chains.

There will also be lectures by experts and panel discussions on issues relating to the fruit and vegetable trade and market trends and outlooks.

For more information: http://www.freshmarket.eu/


 

 

 

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Poland’s Fresh Market Conference attracts industry leaders

At Fresh Market Conference 2015, Bioekspert’s Dorota Metera talks about the marketing and sale of organic produce in supermarkets in Poland.

This year’s Fresh Market Conference was held on September 25 in the Polish town of Ożarów Mazowiecki at the stylish Mazurkas Hotel. It was the key opportunity of the year in Poland to establish business contacts personally with the biggest retail chains, with clients from 15 countries.

The most important event of the year for Poland’s fruit and vegetable industry, Fresh Market Conference was created in response to the changing needs of the market. The core of the conference involved trade consultations between fresh produce suppliers and representatives of retail chains, providing excellent opportunities to make deals and exchange of new ideas on how to cooperate efficiently in Poland’s fresh produce sector.

Widely promoted in foreign trade media, the Fresh Market Conference was also an opportunity for participants to present and promote their products, whether in the conference catalogue, during a lecture by them, or by purchasing a sponsor package. In the course of one day, famous groups and companies such as Sunsad, Redskar, Polfarm, Coshtella, Markiepol and Fruitino met with chains such as Kaufland, Dino, Tesco, Carrefour, Intermarche, Selgros, Makro, Piotr & Paweł and Marcpol. In addition to these meetings, this year’s conference gave participants many valuable opportunities to establish contacts with international firms. Over 160 companies from Poland, Italy, Spain, France, Chile, Ukraine, Holland, Egypt, Denmark, Great Britain, the Czech Republic, Hungary, Germany, Turkey and Greece were participants.

In the market halls, buyers and conference guests were able to visit many fresh produce stands and talk to traders of companies such as Jan Oskam, Suncrop  France, Societa Agricola Mioorto Srl, Frutti Felici Soc. Coop. Agricola, Frutas Hortisol, SL and Fairtrasa Holland B.V. Guests could also meet producers of containers and find out about the offerings from suppliers of refrigeration and other services for the fruit and vegetable industry. The conference’s ‘matchmakers’ were specially trained for the occasion to help make the contacts between business partners as useful as possible.

The third part of the conference and fairs consisted of lectures by fresh produce industry experts covering areas such as the current trade situation for the sector, price analysis and forecasts for the coming season. During the panel discussion, participants had the opportunity to ask the experts questions of interest to them, obtaining professional support and advice for their company.

A lecture by Zbigniew Niesiobędzki, representing the Polish-Chinese Business Council, addressed a very relevant topic for fresh produce producers and exporters – how to conquer the Chinese market, particularly in the context of existing commercial opportunities, the many legal regulations that sometimes hamper sales, and the outlook for bilateral development. Bioekspert’s Dorota Metera, meanwhile, focused on the marketing and sale of organic produce in supermarkets in Poland. Metera highlighted that organic fruit and vegetables are now on the shelves of every supermarket chain in Poland and increasingly bought by customers who value organic fruit and vegetables for health reasons. And Piotr Barański from Fern Partners gave an interesting lecture on the management of prices and profitability in the fruit and vegetable sector.

 Meetings of companies with retail chains.

Awards for the most innovative product and for the product chosen by readers of the fresh-market.pl portal were made during the conference. This year, four products competed for the award: the kiwi Soreli presented by Frutti Felici, the MPaper packaging produced by the Spanish company Cristobal Meseguer, the new broccoli EasyBroq from Syngenta and the Palermo pepper from Rijk Zwaan. The Fresh Market Award – Product of the year 2015 went to Rijk Zwaan for the Palermo. This product was also chosen by fresh-market.pl readers and won the prize in internet voting.

Kaufland conquers smaller and medium size towns

The retailer Kaufland is presently one of two major food chains in Poland which is growing fast. It plans to open 30 new stores in in Poland this year. Along with Lidl, Kaufland is part of the Schwarz group, which is investing in many modern supermarkets throughout the country. The group has so far built nearly 400 Kaufland hypermarkets and supermarkets in mini-centers, shopping malls and housing estates, both in big cities and medium size towns. Kaufland now offers its customers a fresh fruit and vegetables assortment several times bigger than that of discount outlets in Poland.

Kaufland promotes organic Polish produce

Particular emphasis is put on the highest quality of organic fresh produce and on locally grown potatoes, onion, cabbages, carrot. lettuce, apples, pears, plums, cherries and nuts, according to Kaufland’s fresh produce purchase manager Krystian Nowakowski. In Poland, the most recognisable of Kaufland’s store brand fresh produce – a key part of its growth – are organic apples, bananas, lemons, tomatoes, peppers and onions. These products are sold under its FreshLine label. Kaufland also offers its own brand products under the K-classic label for premium fresh produce sold at prices that are very competitive compared to other Polish supermarkets, including discounters, Nowakowski said.

Increase in fresh produce sales

The amount of fresh fruit and vegetables sold by Kaufland in the first nine months of 2014 was up 8% and 12% respectively on the same periods in 2013 and 2012, Nowakowski said. Net revenue for fresh produce in Jan-Sept last year was 2.66% above that for the same period in 2013.
The top sellers among the fresh produce sold at Kaufland stores in Poland items were apples, with sales up 11% for Jan-Sept 2014, and tomatoes, up 13%, Nowakowski said. Kaufland’s spending on promotion, marketing and strengthening the chain’s image was 3.5% higher in three quarters of 2014 of than in the same time in 2013.

Biedronka maintains the high level of its fresh produce

Fruit and vegetables are still among the most important items in Biedronka stores in Poland and, as much as possible, based on local Polish produce. For several years, Biedronka has been developing its fresh produce offering according to with the focus on maximising freshness. According to Biedronka’s media spokesperson Agnieszka Pelc-Sławińska, this year the chain started selling apples from Poland by specific varieties, so as to increase the ability of its customers to purchase their favourite fruits. “We are continuing to expand our assortment of organic fresh produce by offering apple varieties such as Gala, Jonagold and Ligol,” Pelc-Sławińska said. “Apart from apples, we offer also pears – the Lukasówka, Conference and Klapsa varieties. and in tomatoes, for example, from the start of this year the local variety tomimaru muchoo.
“We note the rise in sale of fruit and vegetables in all our 2,600 stores in over 1,000 locations, Pelc-Sławińska said. “We plan to open 300 more outlets in the next three years. Regarding fresh produce sales, in 2014 we sold 1.5% more fruit and 1.8% more vegetables than in 2013. The biggest rise was in the category of apples – up 4.9% on 2013 and up 3.1% for Jan-Sep this year compared to the same months last year.” The growth for vegetables was slightly lower. “In 2014, we sold 0.8 % more tomatoes and 0.6% more peppers than in 2013. However, for the year to September 2015 we have sold 0.5% more tomatoes and 0.3% more peppers compared to the same period last year,” Pelc-Sławińska said.

The retailer Dino in new locations in Poland

Based totally on Polish capital, the retailer Dino this year once again participated in the Fresh Market Conference. Maciej Galicki, from Dino’s commercial department for fruit and vegetables, said the chain aimed to meet with retail representatives to discuss increased trade, and to connect with suppliers of quality Polish produce.
“Dino is well-known for the very good class of products in its stores,” Galicki said. “Today our chain is present, with over 350 stores, in big and small towns in many regions of the country. In 2015, we have opened almost 100 new shops. The average sales area is 1,100 m² and the assortment reaches 28,000 items.
“In view of the combination of cheaper fruit and vegetables and the weaker buying abilities of many Polish clients, we emphasise the wide choice of very good quality fruit and vegetables from the healthy Polish countryside. About 7% of all these products comprise fruit and vegetables that are sold under our own label, ‘Everyday fresh deliveries’. We are very conscious of the taste and quality that consumers demand from our fruits and vegetables.
“People seek often particular varieties of fresh produce. Besides, they are keen on purchasing ready-made snacks based on fresh fruits and vegetables, or even ready-to-eat fresh dishes. We have introduced new lines of such products that are still little-known by Polish customers. We plan to sell these fruit novelties in all our stores.”
“In the next three years, we plan to invest €9 million annually in construction and in transforming our stores across the country. Now we are focused on new locations in regions such as Małopolska or central Poland, where we plan to open 50-70 new outlets, and in Silesia, where we plan to open 30,” Galicki said.