Colombian products reach the largest retail chain in Poland. Biedronka will have a week dedicated to Colombian products such as hammocks, cocadas and guava candy.
Poland is establishing itself as an increasingly important market for Colombian exporters: it went from position 50 in 2017 as a destination in the world for national products, to being number 34 in 2022, and today it is one of the top 10 in Europe. In addition, the amount of exports doubled, reaching US$56 million that year, with an average year-on-year growth of 29%.
The projections are favorable, especially for the agro-industrial sector. This is confirmed by Carmen Caballero, president of ProColombia, an entity that promotes Acción Colombia, a promotion strategy with the 3,200 Biedronka stores, the largest retail chain in the European country that will dedicate a week to Colombia from June 9.
“We will be with 10 Colombian companies that will carry 39 containers full of 20 products that have the potential to increase their participation in the Polish market, a destination that has been gaining relevance in our strategy of bringing Colombian supply closer to international demand because it has been coming for five years. increasing their food purchases from the world”, explained Carmen Caballero, president of ProColombia.
According to Trademap figures, imports from Poland went from US$267.7 billion in 2018 to US$358.593 million in 2022, indicating a variation of over 30%. In this period, the purchase of agricultural products grew 42%, mainly from Germany and the Netherlands.
With Acción Colombia, the Poles will see a display of color with a varied offer that includes from nine thousand hammocks to plantain and cassava chips, aromatics, guava candy, coffee, dehydrated and chocolate-covered fruits, coconut sweets, caramels and other candies.
The arrival of these products in Poland has been possible thanks to the collaboration between the Colombian Embassy in Poland and ProColombia, with the leadership of the Ministry of Commerce, Industry and Tourism.
Among the participating companies will be Fruandes. “We are a company that has been exporting for 16 years, and in this time we have consolidated a presence in the European market, exporting to countries such as Germany, Romania, Switzerland, Sweden, Spain, Italy, France and Poland. With this initiative of Biedronka, we have managed to achieve a route of commercial routes with the Polish market, above all due to the great reception our products have had, and the image of our brand. We have participated in this project, initially sending dehydrated fruits, such as cape gooseberry, banana and pineapple, to later expand to organic mango chocolate, dragon fruit and other fruits," explained Leonardo Orjuela, its general manager.
Also participating is Moreno Tradem, a Colombian company based in Romania. “We plan to open new offices in Slovakia, Germany and Spain by the end of 2023. Our mission is to promote and bring good quality and reliable Colombian products to the European market,” said Florin Volcinschi, Managing Partner.
He further explained that “the Polish market is characterized by being very competitive and conscious of its prices. In terms of consumption, these customers can be compared to those in the German market. They are very careful with all the general details, taking into account the ingredients, the recommendations they receive from other customers, and the appearance and design of the products. They make the decision to buy once they are convinced that the products are worth it”.
Camila Velez, director of Business Development at Turbana, another of the participating companies, assured that "the Polish market is in line with our international expansion plan, since we are interested in competing with native products from the region, delivering a product of quality that contributes to the sustainable development of small banana producers. In the activation for Biedronka we sent plantain and cassava chips”.
About Biedronka
Biedronka, owned by Jeronimo Martins Polska S.A. is the largest retail chain in Poland, with more than 3,400 stores located in more than 1,300 towns and cities, with figures as of the first quarter of 2023. It has been present in the Polish market for 27 years. The pillars of the company's strategy are carefully selected products of the highest quality, offered at everyday low prices.
Source: Portafolio
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