Join the GREATEST ever EXPORT

marketing PROGRAMME for BRITISH

FOOD and DRINK to POLAND

Over 60 British Food and Drink producers have been taking

part in a staged market entry programme since Q1 2014.

And over 50% have started selling via one or other channel.

29 British producers started selling over 200 new products

during ‘British Aisles’ and ‘British Days’ promotions in 2015.

We have now launched the 4th Edition of ”Taste of Britain” in Poland.

a partnership between

EXPORT focus POLAND

• Historically British Food and Drink products have been scarce in Poland.

• In the 26 years since the fall of communism, the import shelves have been created by

countries from all over the world including Europe, Asia and the Americas - driven by retailers.

• However, with over 1m Poles in Britain and families traveling back and forth the awareness of

and demand for British products is rising and helping drive export growth.

• Poland is the largest of the Eastern European markets in EU with 38m people and a gateway

to the region – totalling over 100m+ consumers in CEE.

• Market entry has to be carefully planned with a long-term view. Little chance of quick wins.

• A few insights:

• EC forecast GDP growth of 3.5% for Poland in 2016. Only country not to hit recession in recent years.

• Disposable income is approx. 2/3 of UK therefore there is pressure on price.

• Retailing is still fragmented with just over 50% of sales via modern retail (mulitples).

• Poland has the largest number of independent stores in Europe numbering over 140,000.

• These are forming into various buying groups, franchise operations, convenience brands etc.

• Retailing is dominated by foreign operators. The largest is a discount chain Biedronka with over 2,500

outlets, owned by Jeronimo Martens. Other major players: Auchan, Tesco, Carrefour, Lidl, Piotr & Paweł.

• Foodservice/HoReCa is even more fragmented with fewer major groups..

• There are 3 major cash and carry wholesalers with national coverage.

• The fragmented nature of the market poses challenges but also opportunities as there are

more potential routes to market than in more developed countries.

• Rule of thumb for British producers: products sold in multiple retail or major

foodservice/horeca accounts (i.e. mainstream) in UK are generally premium

priced in Poland and craft or artisan products in UK are mostly super premium

in Poland and can be very niche.

• From our experience the greatest proposition UK producers offer Poland are

highest quality products that combine innovation in production, taste delivery

and packaging, based on tradition and heritage; including ethnic roots.

• Key British Product Categories we have worked with in retail and foodservice

• Our objective is to help any British producer enter the Polish market if we

think they have a chance from the outset.

• The market entry programme has been designed in stages to ensure

companies have sufficient information to invest further in the process and

simultaneously reduce risk.

British FOOD and DRINK in POLAND

Fresh Meat Frozen Foods Dairy

Ethnic Products Condiments & Preserves Snacks

Confectionery Health & Bio Cereals

Hot Beverages Cold Beverages Beers & Ciders

Spirits Ingredients Oils & Sauces

MARKET ENTRY programme stages

1. FEASIBILITY: Market Research and Competitive Analysis

2. MARKET TEST: Trade Feedback - confirmation of trade interest

3. TRADE MEETINGS: Meetings and Negotiations

Note: the programme is designed such that each stage is a stand-alone project with identified deliverables. This means that there is no

requirement to purchase subsequent stages. All stages combine in an overall programme and companies cannot jump over stages. The

various stages are payable by companies in advance.

1. Feasibility: Market Research and Competitive Analysis

Price Location Description Product

7.49 PLN

per 200g

37.45 PLN

per KG

BIEDRONKA discount

chain

owned by

Jeronimo Martens

Światowid ‘private

label’ CHEDDAR

10 and 14 months

maturity

• Market Overview:

• Grocery sector report:

Category trends, size and growth

Distribution breakdown:

Retail and Wholesale

HORECA and Foodservice

Regulations and labeling requirements

• Competitive Analysis:

• Category breakdown of competitor products and pricing

• Across a range of channels:

• Wholesale

• Premium retail

• Discount retail

• Specialist stores

• On-line

• HoReCa/Foodservice (where applicable)

Month 01.16 02.16 03.16

2. Market Test: Trade Feedback

Market Test:

• Receipt of product samples

• Preparation of product offer and proposition (without prices)

• Target trade database: agents, distributors, retailers,

horeca/foodservice

• Distribution of product offer to select trade partners

• Follow up responses

• Meetings and presentation of samples as required

• Analysis of potential and interest in meetings with producers

Month 03.16 04.16

3.Trade Meeting: Meetings and Negotiations

• Materials for Trade:

• Competitive Analysis

• Product offers and pricing

• Consumer promotions

• Schedule:

• Trade short-list

• Follow-up

• Confirmation of interest

• Meeting Schedule

• Meetings:

• Facilitation in meetings

• Format and date to be agreed

• Trade Partner* presentation of Agency service

*offered only to companies in TOB group programme

Month 04.16 05.16

Programme timing

Month 12.15 01.16 02.16 03.16 04.16 05.16 06.16

1. FEASIBILITY:

Market Research

Competitive Analysis

2. MARKET TEST:

Target Database

Trade Feedback

3. TRADE MEETINGS:

Trade Meetings

and Negotiations

Budget per BRAND or PRODUCT Category

05.02.2016

15.03.2016

15.04.2016

TOB 4

£900

£900

£900

All prices quoted are for each Brand/Product Category.

Prices exclude costs of travel, accommodation and meals for companies and BPCC representatives.

Prices exclude cost of couriers, transport and storage of products.

Each stage is payable in advance within 7 days from invoice. Prices net of VAT.

Companies have no obligation to purchase subsequent stages.

Information accuracy is subject to market availability.

Services performed according to international best practice techniques and standards.

Stage 1: Feasibility: Market Research and Competitive Analysis

Stage 2: Market Test: Trade Feedback

Stage 3: Trade Meetings: Meetings and Negotiations

Payable by TOTAL per brand or

product category Market Entry Programme - Poland

Key Terms

Individual

£1,200

£1,200

£1,200

Marketing Communications and Promotions in Poland

Click to view an on-line presentation of the British Aisles promotion in your browser. With Internet

Explorer you need version 10 or later of the browser. The presentation contains active panels with a

press conference, links to numerous press articles (incl. in English), photos and also video material.

Click to follow and LIKE British food and drink products in Poland and promotional activities

on Facebook: https://www.facebook.com/FoodisGREATBritain/timeline

Marketing Communications and Promotions in Poland

Lord Maude Minister of Trade and Investment during visit to

Poland, meeting with British Ambassador Robin Barnett and

Taste of Britain programme Director Marek Schejbal.

Launching

‘British Aisles’

promotion by

celebrity British

chef Kevin

Aiston. The

promotion ran

for 3 months in

Kuchnie Świata

delicatessen

chain.

Images from ’British Days’ promotion

run in Alma premium supermarket

chain. It was the largest promotion of

British products in Poland with over 20

producers sampled simultaneously.

Client References

Regarding the past week’s activities in Warsaw

and the participation of BPCC and UKTI, I would

like to forward my thanks and appreciation for all

the hard work carried out over the last 3 days and

all the time spent investigating the market,

researching the partners and carrying out tastings

and consumer research.

This has been a very professional project and I

hope the results show that to be the case. If only

other countries would be represented in the same

way then I am sure the volume of exports into

other markets would be in substantial growth.

Well Done and Thank you.

Kind regards

Nick Davis

Having done "trade missions" in the past, this was a leap of faith on

our part and I was very pleasantly surprised.

The pre-visit research documents were very useful and the briefings

and other paperwork have enabled me to fill in gaps in my

understanding of the Polish retail market opportunity.

I know from speaking amongst the other delegates that they too very

visibility impressed with arrangements and BPCC and UKTI are to be

commended for the drive and initiative shown. I sincerely hope that

this type of event may be used in other parts of the globe as an

active promotion to re-ignite the local interest in Great Britain and

great British companies.

Best wishes to all your staff.

Robert Millar

Managing Director

I was very impressed with the number and quality

of leads as the project encouraged some of the

leading retailers and distributors to join the event

and commence negotiations.

Participation in the project resulted in a number

negotiotions taking place and should identify the

appropraite partner for distribution

of Jordans cereal range in Poland.

Marcin Walkowski

As part of the 'Food is Great - Taste of Britain' market entry

campaign, Dairy Crest pie requested the services of the BPCC

Trade Team to explore export opportunities of its dairy products

portfolio into the Polish market. The level of service and in-depth

market data we received, including product assortment, pricing,

positioning and competition, was outstanding.

This has enabled Dairy Crest to gain a clear understanding of the

potential opportunities in the Polish market and to formulate the

right strategy to enter into the market.

I must highlight the high level of professionalism and competency

demonstrated by all the BPCC Trade Team staff for the duration of

the project and beyond.

As a result of the 3-day 'Food is Great - Taste of Britain' event held

in Warsaw during April 2014; I was able to meet most of the dairy

retail buyers and distributors and finally secured a distribution

agreement with one of the largest cheese importers and

distributors in the market.

I do sincerely hope that our feedback and exceptionally positive

experience will encourage more UK companies to get close to the

BPCC Trade Team to get advice on their export business

needs if they are targeting the Polish market.

Maria Rodriguez – International Account Manager

Many thanks for your splendid efforts last week and please pass on

my thanks to the rest of the team particularly Bogna who did a

fantastic job.

It is not easy pinning buyers down to a day let alone a precise time so

I understand the pressures you were under to keep things flowing but

I came away with a number of useful contacts and will of course keep

you updated on any progress made.

I am sure that your efforts will deliver results for the ‘Taste of Britain’

campaign going forward and hope that our company also benefits, in

the meantime keep up the good work.

John Evans, Managing Director

Project Leader: Marek Schejbal

Author and manager of the Taste of Britain market entry programme in Poland. Working with over 60

new British food and drink producers in a staged programme of which at least 50% have started

selling in Poland via various channels. Potential CEE roll-out.

Set up and managed One Agenda a consultancy providing Research, Market Entry, Supply Chain and

Management services for companies developing business in CEE - from Poland to Turkey. Top-line:

Market entry process for over 200 companies from numerous countries

Approx. 50% from UK across various sectors from SMEs to large corporations

Managed group projects for inbound Trade Missions to Poland from: Turkey, Greece, UK , Korea and Brazil. And

outbound to UK,

Russia and Ukraine.

Introduced and acted as agent for Sharwoods product range of sauces in Poland.

Set up and managed supply chains in CEE for Asda, Walmart, Kingfisher (B&Q, Castorama).

Former CEO of international ATL/BTL advertising networks in Poland: Ogilvy & Mather Group, GGK Direct (Lowe Group).

LinkedIn profile: LinkedIn Marek Schejbal

for further details please contact Marek Schejbal marek.schejbal@bpcc.org.pl, +48 660 761861