Companies offering their products on overseas markets expect support from state institutions in terms of the promotion of Poland and Polish brands. In what ways does the Ministry of Agriculture and Rural Development support Polish exporters of FMCG?
The ministry is involved in activities which include building quality, tradition and the brand of Polish food products, distinguishing high quality products as well as encouraging producers to participate in food quality systems. In particular, the activities focus on products awarded with the Try Fine Food sign, products included in the 'List of Traditional Products', products involved in the geographical indication, designation of origin and guaranteed traditional specialties schemes, as well as organic farming.
"Try Fine Food" is a national program of food quality, the objective of which is to motivate producers and processors, operating in the European Union, to improve the quality of products and thus to increase the variety of food in Poland and throughout the European Union. We focus on advertising in the mass media, point of sale promotional schemes in mega stores and supermarkets, as well as during national and international trade fair events in the agricultural and food industry.
To date, 465 agricultural and food products produced by 90 companies of the sector have been awarded with the Try Fine Food sign.
Appreciating the importance of promotion in the acquisition and maintaining of sales markets, I'm going to introduce changes that should lead to a system aimed at regulating these activities. Hence, my idea to reorganize the Agricultural Market Agency, which should deal with promotional activities and market mechanisms. This would enable professional, and thus the effective concentration of promotional activities of Polish food to one institution.
The performance in terms of foreign trade in agricultural and food products in 2013 proved to be very good, with Polish export hitting 19 billion 957 million euro, and the surplus was 5.7 billion compared to 2012. What is behind this good performance?
Primarily, it is the highest quality and the unique taste of Polish food. Systematically increasing exports is the result of many years of hard work of producers and processors. This is the result of the efforts made in the modernization of farms and processing plants. The process started before the accession and have lasted the whole time. We also owe our success to permanent attempts to enter more and more markets, including Asia and the Arab countries. Let's not forget about what I have already mentioned – about the systematic promotional activities conducted both by the ministry as well as those interested in benefiting from the promotional funds.
What is the outlook for the export of Polish agricultural and food products for 2014?
Well, if nothing extraordinary or unexpected happens, the current trend should be maintained. At the moment Poland is facing a challenge in the pork market. This is not our primary export product, but the impact of the embargo can be felt. We are constantly working to resolve this situation. I systematically meet with ambassadors of the countries where we used to send our pork and pork processed products. In the near future I am planning a short visit to Asia to conduct direct talks and personally inform our partners of the actions and activities being undertaken. I will also make them aware that since 18 February 2014, when two cases of ASF were confirmed in the case of the wild boar found dead near the border with Belarus, not even one new case has occurred. There was and there has never been such a case among swine herds. I see no reason to maintain the embargo on Polish pork.
Why is polish food so willingly bought overseas, where does its perfect taste come from?
Poland has always been at the crossroads of major trade routes from north to south and from east to west. Our traditional tolerance also attracted people of different cultures to inhabit our territory. These influences can also be seen in our culinary heritage. Recipes and ways of preparing products, proven throughout centuries, are still used today in modern production facilities that meet the highest quality standards. Centuries of experience pay off today, when consumers are looking for natural, traditional products, offering the highest quality in addition to the unique taste and smell. Such a phenomenon is also, no doubt, resulting from the fact that our food follows our compatriots who leave for the United Kingdom, Ireland, Germany or other countries.
The largest recipient of Polish food is the European Union, which accounts for 78% of our export. Will the diversification of export destinations grow in the near future?
Indeed, more than ²/3 of our export is to the EU market, and Germany, our neighbour, is our largest customer in that market. This is natural, since food is a specific product. However, with the state-of-the-art technology and fast transportation, wider possibilities of expansion to more distant markets appear. Slowly, but noticeably, these proportions are beginning to change. We are beginning to act more boldly on new markets that seemed exotic to us. Export diversification is becoming increasingly important, as we already ship approximately ¼ of the value of our agricultural production overseas .
How is the "Polish brand" perceived overseas, according to you, Mr. Minister?
Polish food products are increasingly in demand. Years of efforts bring tangible results. Our food is synonymous with quality and taste. Even some indiscriminate attacks from some countries have not harmed it, they are simply afraid of competing with good Polish food. Interestingly though, such a negative campaign brought the opposite effect - Polish products are sought and bought more often, while our import has decreased, as it happened with the Czech Republic.
It seems to be a fact that good quality and taste can defend themselves.
Thank you for your time.
Tomasz Pańczyk
The ministry is involved in activities which include building quality, tradition and the brand of Polish food products, distinguishing high quality products as well as encouraging producers to participate in food quality systems. In particular, the activities focus on products awarded with the Try Fine Food sign, products included in the 'List of Traditional Products', products involved in the geographical indication, designation of origin and guaranteed traditional specialties schemes, as well as organic farming.
"Try Fine Food" is a national program of food quality, the objective of which is to motivate producers and processors, operating in the European Union, to improve the quality of products and thus to increase the variety of food in Poland and throughout the European Union. We focus on advertising in the mass media, point of sale promotional schemes in mega stores and supermarkets, as well as during national and international trade fair events in the agricultural and food industry.
To date, 465 agricultural and food products produced by 90 companies of the sector have been awarded with the Try Fine Food sign.
Appreciating the importance of promotion in the acquisition and maintaining of sales markets, I'm going to introduce changes that should lead to a system aimed at regulating these activities. Hence, my idea to reorganize the Agricultural Market Agency, which should deal with promotional activities and market mechanisms. This would enable professional, and thus the effective concentration of promotional activities of Polish food to one institution.
The performance in terms of foreign trade in agricultural and food products in 2013 proved to be very good, with Polish export hitting 19 billion 957 million euro, and the surplus was 5.7 billion compared to 2012. What is behind this good performance?
Primarily, it is the highest quality and the unique taste of Polish food. Systematically increasing exports is the result of many years of hard work of producers and processors. This is the result of the efforts made in the modernization of farms and processing plants. The process started before the accession and have lasted the whole time. We also owe our success to permanent attempts to enter more and more markets, including Asia and the Arab countries. Let's not forget about what I have already mentioned – about the systematic promotional activities conducted both by the ministry as well as those interested in benefiting from the promotional funds.
What is the outlook for the export of Polish agricultural and food products for 2014?
Well, if nothing extraordinary or unexpected happens, the current trend should be maintained. At the moment Poland is facing a challenge in the pork market. This is not our primary export product, but the impact of the embargo can be felt. We are constantly working to resolve this situation. I systematically meet with ambassadors of the countries where we used to send our pork and pork processed products. In the near future I am planning a short visit to Asia to conduct direct talks and personally inform our partners of the actions and activities being undertaken. I will also make them aware that since 18 February 2014, when two cases of ASF were confirmed in the case of the wild boar found dead near the border with Belarus, not even one new case has occurred. There was and there has never been such a case among swine herds. I see no reason to maintain the embargo on Polish pork.
Why is polish food so willingly bought overseas, where does its perfect taste come from?
Poland has always been at the crossroads of major trade routes from north to south and from east to west. Our traditional tolerance also attracted people of different cultures to inhabit our territory. These influences can also be seen in our culinary heritage. Recipes and ways of preparing products, proven throughout centuries, are still used today in modern production facilities that meet the highest quality standards. Centuries of experience pay off today, when consumers are looking for natural, traditional products, offering the highest quality in addition to the unique taste and smell. Such a phenomenon is also, no doubt, resulting from the fact that our food follows our compatriots who leave for the United Kingdom, Ireland, Germany or other countries.
The largest recipient of Polish food is the European Union, which accounts for 78% of our export. Will the diversification of export destinations grow in the near future?
Indeed, more than ²/3 of our export is to the EU market, and Germany, our neighbour, is our largest customer in that market. This is natural, since food is a specific product. However, with the state-of-the-art technology and fast transportation, wider possibilities of expansion to more distant markets appear. Slowly, but noticeably, these proportions are beginning to change. We are beginning to act more boldly on new markets that seemed exotic to us. Export diversification is becoming increasingly important, as we already ship approximately ¼ of the value of our agricultural production overseas .
How is the "Polish brand" perceived overseas, according to you, Mr. Minister?
Polish food products are increasingly in demand. Years of efforts bring tangible results. Our food is synonymous with quality and taste. Even some indiscriminate attacks from some countries have not harmed it, they are simply afraid of competing with good Polish food. Interestingly though, such a negative campaign brought the opposite effect - Polish products are sought and bought more often, while our import has decreased, as it happened with the Czech Republic.
It seems to be a fact that good quality and taste can defend themselves.
Thank you for your time.
Tomasz Pańczyk
