Expanding into foreign markets remains a strategic priority, supported by investments in innovation, sustainability, and new distribution channels such as e-commerce. Let us now turn to the manufacturers themselves and hear their voices on how they perceive the market and its future.
Łukasz Knapowski
Commercial Director
Aksam
Aksam distributes its products to almost 40 countries worldwide. These include our Beskidzkie and Soleo brands, as well as private labels. I would say that we have a well-established position in Europe, inter alia in Germany or Italy. We can proudly admit that Soleo, our export brand, is a market leader in South Africa, and is performing increasingly well in other countries. Suffice to say, we entered new markets such as Japan, Australia, and New Zealand, strengthening our position in international markets. At the same time we are expanding our product range, supported by certifications such as Kosher and Halal. Moreover, we are refreshing the image of our Soleo brand; we believe this change will aid our further expansion.
Polish producers like Aksam can guarantee the delivery of high-quality products at a good, competitive price. We are also characterized by flexibility and high adaptability. The main challenges that a company like Aksam have to face, are primarily related to rising production costs in Poland, and the unstable international situation, which may affect the exchange rates, and thus the prices and/or availability of raw materials. Furthermore, there is pricing pressure from large European players (retail chains), such as private labels. In this regard, I see opportunities in further developing sales outside the European Union (Asia, the Middle East, Africa) and building a strong export brand (beyond private label). Therefore, Aksam will currently be focusing heavily on Soleo, which is the reason for the rebranding and expansion of its product offer.
Marcin Stypuła
Director of Discount & Export Sales
Cedrob Foods
I assess the current situation on export markets very positively. Firstly, we have strengthened our position in Germany, where we supply dry products, including kabanos sausages, to one of the largest retail chains, and we continue to work intensively on further developing this market. Secondly, we have successfully begun our expansion in Asia, making our first deliveries and conducting advanced talks with new partners. Thirdly, we are seeing dynamic growth in the convenience food segment in European markets, both in the area of retail private labels and in the HoReCa channel. All this is the result of a consistent export policy and our activity at trade fairs and business forums, which open up new opportunities for development.
The biggest threats on foreign markets are growing price competition, changing legal and sanitary regulations, and fluctuations in raw material and logistics costs, which affect the profitability of exports. At the same time, we see enormous opportunities – growing consumer interest in high-quality products, the dynamic development of convenience food in Europe and Asia, and the increasingly strong “Made in Poland” brands in Europe and “Made in Europe” brands in Asian countries. This opens up new opportunities for us, which, with a consistent strategy, can translate into further development of the company and the entire industry.
Łukasz Wołkowicz
COO
QFoods
The current situation on export markets is challenging for our company on the one hand, but on the other hand, it is full of new opportunities. We are noticing a growing interest in authentic, traditional food products, especially those that emphasize natural recipes, simple ingredients, and regional origins. Consumers in many countries are looking for quality and history hidden in products, which fits well with our philosophy and offer. From an export perspective, the growing importance of e-commerce channels is also crucial, as they allow small and medium-sized companies to reach end customers faster, bypassing some of the traditional distribution barriers.
At the same time, we face a number of challenges. The biggest ones include currency fluctuations, high logistics costs, and geopolitical instability, which affects the continuity of supply chains. Another significant threat is the increasingly complex regulations on food quality and labeling in various markets, which require significant administrative effort and investment in certification. An example of this is the implementation of FDA certification at our plant.
Nevertheless, we see great opportunities in the growing global trend towards healthy and traditional cuisine. In the long term, strengthening the brand’s image as an ambassador of Polish culinary quality, investing in ecology, and building trust through process transparency may prove to be crucial. We believe that these elements will allow Piwniczka Babuni not only to maintain its stable position, but also to grow dynamically in foreign markets.
Dariusz Goszczyński
President of the National Poultry Council – Chamber of Commerce
The poultry sector in Poland is at a crucial stage of development. For years, we have been the undisputed leader in poultry meat production in the European Union and the third largest exporter in the world. In 2024, we produced nearly 3.7 million tons of poultry meat, of which over 2 million tons were exported, with a value exceeding PLN 24 billion. Polish poultry meat is valued on markets around the world for its high quality and compliance with strict European standards regarding, among other things, food safety, environmental protection, and animal welfare.
The Polish industry focuses on diversifying its markets, exporting about 60% of its production, of which 65% goes to EU markets and 35% to third countries. The sector’s growth is driven by its focus on maintaining good relations with contractors and close cooperation with the administration, which allows it to enter new markets and sign appropriate trade agreements, such as regionalization in the event of avian influenza.
The threats to the sector stem mainly from growing competition from non-EU countries such as Ukraine and Mercosur countries, where producers do not have to meet strict and costly standards, putting European producers at an unfair competitive disadvantage. Changes resulting from the Green Deal and regulatory pressure from certain non-governmental organizations are exacerbating inequalities and leading to a loss of competitiveness in the sector. The development of the industry should be based on a balance between three pillars: environmental, social, and economic.
Paulina Małachowska
Brand Manager
Adalbert’s Tea
The export of premium tea, especially in the loose leaf category, is currently undergoing dynamic changes. On the one hand, we are seeing growing interest in high-quality products with a clear origin – this favors the development of brands such as Adalbert’s, based on pure Ceylon tea and transparent communication. On the other hand, exchange rate volatility and rising logistics and raw material costs are real challenges that require flexibility and long-term planning.
The biggest threat to the export market today is price pressure, especially in the context of competition from countries producing cheaper, industrial tea. Meanwhile, we focus on hand-picked tea leaves, high-quality packaging, emotional messaging, and talking about pleasant rituals.
I see enormous potential in building partnerships with distributors who think similarly. Today, it is not so much mass quantities that are key, but rather a conscious portfolio tailored to local needs. Every year, we offer carefully developed limited series that allow us to distinguish the brand and increase turnover in selected channels. For foreign partners, this is an attractive sales tool, and for consumers, it is a highly anticipated element of the seasonal offer, tailored to the mood and preferences of a given market.
Karol Pilaciński
Export Director
Bogutti
The confectionery export market is far more complex today than it was just a few years ago. On the one hand, we see rapid growth in in-out and functional products, while on the other, traditional sales channels are clearly slowing down. At the same time, competition from outside the EU – particularly from Turkey and Ukraine – is becoming stronger, with these producers firmly establishing themselves in European markets. All this means that maintaining a stable position now requires greater flexibility and an even faster response to change.
Another key issue is regulation. The upcoming EU deforestation directive (EUDR) is set to be a game-changer – producers will need to prove the origin of their raw materials in detail, especially cocoa. For some companies this will be a serious challenge, but it is also an opportunity to demonstrate to partners that they operate responsibly and transparently.
Consumer expectations are shifting as well. Buyers are increasingly looking for novelty – not only in flavors but also in product types. A good example was this year’s Dubai Chocolate event, where the greatest interest was drawn by sugar-free confectionery, functional products, and variants enriched with added nutritional benefits. It is clear that sweets are no longer seen as just an occasional indulgence, but increasingly as part of an everyday lifestyle.
For companies like Bogutti, the message is clear: we must constantly innovate, balance tradition with emerging trends, and at the same time meet the growing regulatory demands of export markets.
Mira Klepacka
Owner
Fabryka 111
As a kraft producer of kimchi in Poland, I see growing interest in foreign markets, especially in Western Europe, where consumers are increasingly turning to fermented products and foods associated with a healthy lifestyle. This creates opportunities for export, since kimchi combines the traditions of Korean cuisine with current trends in functional and natural foods. Customers are looking for authenticity, and my artisanal of production allows me to maintain high quality and a unique taste, which distinguishes me from mass-market brands.
At the same time, the export market brings significant challenges. The biggest ones are the logistics and transportation costs of chilled products, which require proper storage conditions. Another risk is strong competition from Asian producers who offer kimchi at lower prices, as well as regulatory barriers – differences in labeling and certification requirements between countries.
Nevertheless, I believe that the niche character of my production, combined with growing consumer awareness, opens up promising opportunities. I see potential for cooperation with restaurants, organic food shops, and delicatessens. My goal is to build a brand associated with authenticity, quality, and a healthy lifestyle – values that can also gain recognition outside of Poland.
Jacek Wyrzykiewicz
PR & Marketing Services Manager
Hochland Polska
The cheese market in Poland is growing, with significant growth in this product category recorded in recent years. What is more, Poland is one of the leading cheese producers in Europe. It is also a category with great export potential, and for Hochland, this direction will be important in the coming years and is a strategic priority for the Hochland Group. Taste and quality remain key factors in consumer choices. In response to these expectations, at Hochland we consistently invest in natural ingredients, high-quality milk, and sustainable packaging solutions that are in line with consumers’ growing environmental awareness. The development of exports to the Baltic markets, the Czech Republic, and Slovakia is key for us, and we are succeeding in this. We have also intensified our activities in Lithuania, where we have become a recognizable player and have widely promoted our products in the media based on their quality and taste. We are seeing a clear increase in interest in healthy eating and a healthy lifestyle, which is influencing the popularity of lactose-free products, low-fat cheeses, and cheeses with increased protein content. Functional products with clean labels are gaining popularity. We can expect further growth in these segments, which respond to the specific health needs of consumers.
The cheese industry faces a number of challenges related to the rapidly changing situation on the milk market, rising operating costs, and external factors that may affect the stability of the supply chain. In addition, increasingly stringent regulations on sustainable agriculture, greenhouse gas emission reduction, and environmental protection pose a challenge for milk producers. The introduction of these requirements may, in the long term, translate into increased production costs and further changes in raw material prices, which requires us to be operationally flexible and manage costs effectively. The outlook is uncertain.
Magdalena Szabłowska
Export Director
SM MLEKOVITA
Mlekovita has closed another year of its operations, not only strengthening its position as the market leader in the industry, but also expanding the scale of its operations and developing its product range. The company finalized further investments worth a record PLN 188 million. We can boast growing and record revenues, which for the first time in the history of our company exceeded PLN 10 billion.
Last year, Mlekovita launched 72 new products in six categories, including 11 high-protein products in the Super Body Active line and 28 Wypasione products. Mlekovita was the first and only manufacturer in Poland to introduce products with the unique properties of A2A2 milk to wide distribution.
The year 2025 presents significant challenges for the dairy industry. Rising costs of labor, raw materials, energy, and taxation are being strongly felt across the sector. In response, we are continuing our transformation toward sustainable development by introducing eco-friendly packaging, implementing advanced water- and energy-efficient technologies, and further expanding cogeneration systems.
The absence of clear regulatory frameworks complicates the establishment of a deposit system and hinders market preparedness for the forthcoming changes. Both this year and the next will be marked by new challenges and dynamic transformations. We have evolved into an even more agile and resilient organization, capable of continuously adapting to an ever-changing environment and business landscape.
Małgorzata Cebelińska
Vice-President
of the Management Board
MLEKPOL Dairy Cooperative
Assessing the current situation on the export market, I am moderately optimistic. The latest data from the first half of 2025 confirm the strength of the Polish dairy sector – exports increased by 14%, reaching a value of almost PLN 8.8 billion. A 20% increase was recorded in EU markets, which generate most of our export revenues.
Mlekpol, which exports 30% of its production to over 100 countries, fits perfectly into this trend. Our growing position in EU and non-EU countries demonstrates the attractiveness of our offer and the trust of our business partners.
Today, I see compliance with increasingly stringent environmental and energy regulations as the biggest challenge. Equally important is the unstable geopolitical situation, which affects energy prices, logistics, and the availability of certain trade corridors.
We continue to see great opportunities in continuing our already successful cooperation with partners in Africa, the Middle East, and Southeast Asia. The development of cooperation with partners in Central and South America is also a growing opportunity for us.
I see significant potential for further export growth. Mlekpol offers not only high-quality products, but also flexibility in adapting to the specific requirements of local markets. Our experience in serving such diverse markets as China, the Philippines, and Saudi Arabia shows that we are ready for new partnerships and business challenges.
Przemysław Olczak
Purchasing Department Director
Fanex
We are consistently expanding the Fanex portfolio, based primarily on a long-term strategy that we update in line with market conditions and consumer expectations. Distinctive taste, guaranteed quality, and a flexible approach to customer needs are the keys to our success. When it comes to exports, we have so far focused mainly on European markets, and our products are available in Spain, Hungary, the Czech Republic, Romania, and Denmark, among others. These are markets where our brand is already well recognized and enjoys a high level of trust. Our goal for the coming years is to strengthen our position there, while developing sales in other European countries. We are also looking more and more boldly towards Asia and North America – and I don’t just mean implementing local flavors into our offer.
A challenge for the development of food companies in foreign markets is the dynamically changing legal regulations, which often differ in specific economic areas, as well as, for example, sanitary regulations. All this may result in limited export opportunities, among other things due to high logistics costs affecting the profitability of investments. These challenges are offset by the expansion of e-commerce, including the development of global sales platforms that create opportunities to reach customers around the world.
Another favorable trend for the industry is the growing interest of consumers in high-quality food made with good ingredients.
Tomasz Szmyt
Director of Sales
& Marketing
SERTOP
Polish processed cheese producers are currently facing a historic opportunity for foreign expansion. Unfortunately, this path is not strewn with roses. Paradoxically, the war across the eastern border opens up new opportunities while closing others. Despite the ongoing conflict, Ukraine remains the most promising direction for expansion. Polish brands are enjoying growing recognition there, and the tradition of eating processed cheese as an accompaniment to bread means that demand remains high. The Sertop brand is very well known in Ukraine and enjoys the trust of consumers. In addition, Ukrainian retail chains are increasingly turning to private labels, which opens up additional opportunities for cooperation. Unfortunately, geopolitical uncertainty and broken supply chains pose a serious logistical challenge and risk to sales growth in Ukraine.
Within the EU, we are seeing German consumers, traditionally skeptical of products from Eastern Europe, gradually opening up to competitively priced, high-quality alternatives. This situation undoubtedly presents an opportunity for Sertop products. The growing HoReCa sector and smaller retail chains focused on serving customers from ethnic minorities seem particularly interesting. However, breaking the dominance of strong Western brands remains a challenge.
The Balkan region, with countries aspiring to EU membership, presents enormous growth potential. Muslim societies naturally prefer dairy products as their primary source of protein, which favors the consumption of processed cheese. However, the low purchasing power of the population and intense competition from cheap products remain barriers.
Iraq, despite its huge market absorption capacity and the role of processed cheese in the daily diet, is characterized by low purchasing power and strong competition from Ukrainian producers offering products of dubious quality. The Gulf countries, although very absorbent, require a deep adaptation of the offer to local preferences and do not guarantee long-term partnerships.
The key to success is wisely planned diversification, which will minimize risk while maximizing growth potential.
Przemysław Gostkiewicz
President
Sokołów
Export is one of the pillars of our business and one of our key sales channels, accounting for approximately 20% of our business. We export both meat and processed products. We offer our partners a wide range of products perfectly tailored to their needs and expectations. We manufacture and supply products under the Sokołów brand and under private labels. The leading categories include sliced cold cuts and meat snacks. We currently supply products to over 300 customers in 29 countries. I am glad that the quality of our products is recognized in so many foreign markets. We are consistently working on further developing sales outside Poland – both in markets where we have been present for years and by seeking new opportunities and markets. Due to existing export restrictions, we focus on European Union countries. Our priority is to build lasting relationships with foreign partners and develop sales of our products.
The biggest challenges, beyond our control, that limit the dynamic development of this sales channel include infectious animal diseases and insufficient supply of raw materials. The fact that our products meet really high quality standards and have an excellent taste is certainly an opportunity. We also offer many interesting innovations that attract the attention of our foreign partners. Our goal is to further strengthen Sokołów’s position in terms of exports, despite the existing challenges.
Sławomir Szymerowski
Commercial Director Retail & Export
Goodvalley
The current situation of Goodvalley on export market is both very dynamic and promising. We are constantly developing our business, also products portfolio, and consumer awareness, which is crucial in the context of our expansion into the British, Swedish, and Dutch markets. Leveraging Goodvalley’s experience in brand building allows us to increase the availability of our products, which means that we plan to be present not only in shops targeting the Polish community, but also in major retail chains in these countries. As a result, we are becoming increasingly recognizable and valued by a wide range of consumers.
In the face of global markets, our company faces a number of challenges, but also opportunities. The key threat is the spread of ASF, which is affecting international trade, particularly for the meat industry. In addition, the growing tendency of consumers to support local producers may influence purchasing decisions to our disadvantage, especially in the context of our products originating from abroad. On the other hand, we see significant opportunities arising from the continuing demand for premium and quality products. The decline in the popularity of the flexitarian diet and increased interest in meat consumption create opportunities for our company, which is able to supply high-quality products to markets where local options do not always meet consumer expectations. These aspects represent an opportunity for us to increase our market share and build loyalty among new consumer groups, which is key to achive goals of our international growth strategy.
Zenon Badyra
Sales and Marketing Director
SUSHI & FOOD FACTOR
The Sushi and ready-to-eat Asian meals category represents a significant growth opportunity. At Sushi&Food Factor, we have been consistently strengthening our position as a market leader for over a decade. With a daily production volume of approximately 180,000 Sushi trays, alongside a diverse range of Asian-inspired dishes, we are proud to be one of the key players in this dynamic segment. Our product portfolio is developed under two distinct brands: Sushi4You – specializing in Sushi sets, Sushi Chirashi, Onigiri, and Wraps and Asia4You – offering a wide selection of Asian noodles, including Noodle, Ramen, Poke Bowl, Sticky Rice, and desserts inspired by Asian culinary traditions. This dual-brand strategy enables us to effectively address the evolving preferences of consumers and respond to fast-changing food trends. Importantly, we also offer flexibility in producing private label products, tailored to the specific needs of our partners. Our products are currently available in 16 European countries, distributed through numerous retail chains. Each market entry requires a dedicated effort from our team – from recipe adaptation and compliance with raw material and quality standards to logistics optimization. This complexity, however, is a source of strength, driving continuous innovation, operational excellence, and reinforcing our brand’s presence across Europe’s premium convenience food landscape. We are witnessing a growing demand for Asian cuisine throughout Europe, with consumers increasingly seeking convenient, healthier, and high-quality meal options. One of the ongoing challenges is the need to align raw material specifications with the diverse and often stringent standards of retail networks in different countries. In conclusion, despite the challenges, we view export as a strategic direction of our growth. With a broad and adaptable product portfolio, we are confident in our ability to shape the future of modern, convenient, and high-quality food choices across Europe.
Marta Konieczna
International Sales Director
Wawel
Wawel has been successfully developing its export business for many years, and our products are now available in over 60 countries on six continents. We are constantly working to further expand our presence outside Poland, adapting our offer to the specific characteristics of individual markets. Our broad portfolio, which includes chocolate, chocolate candies, pralines, fudge, toffee products, as well as jelly gummies and jellies, allows us to flexibly adapt our range to local taste preferences and consumer requirements in different parts of the world, which is a great advantage.
Recent years have been particularly challenging for the chocolate industry due to rapidly changing cost and political conditions and evolving consumer trends. These factors require manufacturers to be highly flexible and responsive.
The food industry today faces many global challenges. Among the biggest are record prices for raw materials such as cocoa, sugar, and vegetable oils, but also rising labor costs in Poland and soaring energy, fuel, and transportation costs, which limit our advantage over producers in Asia and Eastern Europe. Additional barriers include geopolitical tensions, increasingly restrictive regulations, and unclear customs policies—from local certification requirements to sugar consumption restrictions and detailed labeling in the EU and the US.
On the other hand, however, we see enormous potential for growth. Many markets and sales channels remain open to us, and rising global costs mean that distributors are increasingly willing to seek alternatives to the offerings of the largest corporations.
Luis Adnino-Velez
Export Director
Wedel
E.Wedel products are available in over 50 countries, with exports accounting for about 10% of turnover. Our position on the export market is stable yet challenging. Growing interest in premium products strengthens our presence, while cooperation with reputable partners and participation in international events allow us to reach both Polish diaspora and local buyers. We strive to let as many consumers as possible experience the unique nature of our diverse range. Wedel is a distinctive European company that combines market autonomy, international best practices, rich history, and modernity, with passion, craftsmanship, entrepreneurship, and flexibility.
The biggest challenge remains the unpredictability of the economic environment. Fluctuating raw material prices, trade changes (e.g., customs duties), and geopolitical tensions impact sales and planning, requiring flexibility and caution. At the same time, our strong portfolio – including chocolate bars produced for nearly 175 years and Ptasie Mleczko®, soon to celebrate its 90th anniversary – provides a solid base for further profitable growth.
Consumers increasingly seek authentic, high-quality, responsibly produced products, strengthening the premium food segment. Shifting preferences, with growing importance of environmental and social values alongside taste and price, create opportunities for further sustainable development for Wedel and the industry.
Marek Osuchowski
Director of Trade and Marketing
Wielkopolski Indyk
For years, we have been consistently developing the production of turkey products in Wielkopolski Indyk, based on the most stringent quality standards. One of our specialties is the Halal product segment. This makes us a natural partner for distributors and retail chains in markets where the Muslim community is a significant consumer group. Our facilities are producing 100% Halal safe products every day.
This market is growing very dynamically and at the same time sets high requirements – both in terms of religious compliance and food safety. We have certificates confirming each stage of the process – from the selection of raw materials, through turkey slaughter, cutting, processing up to the packaging of finished products. Thanks to this, our products inspire confidence and meet the expectations of even the most demanding customers.
I see a growing demand for high-quality turkey meat products in the Middle East and among Muslim communities in Europe. This represents enormous potential for export growth. Our narrow specialization gives us a competitive advantage and allows us to respond to the needs of a market that requires a partner who is not only reliable, but also flexible and ready to fulfill individualized orders. I believe that thanks to our consistency and innovative approach, we will increasingly strengthen our presence in these promising markets.
