The Association of Fruit Growers in Poland is ramping up apple sampling events around Europe via its “Time for Polish Apples” moniker. Having so far toured Poland, Germany and Portugal, the spring campaign’s final stops this May incorporate Denmark. The series finds Poland heading the Council of the European Union (EU) and in the first rank of continental fresh apple output. 

Selina Wamucii learns more from Marta Czajkowska-Raj, Senior Project Manager at Bringmore Advertising Sp. z.o.o., for the Association of Polish Fruit Growers. 

Spring Polish Series

After the inaugural events in Warsaw, Leipzig and Aveiro,  Denmark comes next amid a slight home return.

“As part of the ‘Time for Polish Apples’ information and promotion campaign accompanying the Polish presidency of the Council of the European Union, we have planned a series of sampling activities both at home and abroad.

“We started them already in March, with an event organized in the very heart of Poland – in Warsaw. We handed out our delicious Polish apples in front of the market hall, where the capital’s residents come every day to buy fresh groceries. The next stop on the campaign map was Leipzig, Germany. There, during the marathon, we treated both runners and spectators with apples.

“We ended the month of April with a promotional campaign in Aveiro, Portugal, during the Maratona da Europa – an event with a unique atmosphere, where our fruit received a very warm welcome and great interest from participants.

“We will devote May to national activities – we plan to have a campaign presence in Wroclaw and Lodz. In June, in turn, we will ‘sail’ to Gdynia and Denmark. These two events will be the finale of our spring promotional tour,” recounts Marta.

Time for apples from Europe in Asia

Which brings to mind that the current event series runs concurrently with the “Time for Apples from Europe in Asia” campaign. 

“The Association of Polish Fruit Growers is very active,” says Marta, “implementing several complementary promotional campaigns in parallel-both in Poland and abroad. The aim of our activities is to implement a coherent promotion strategy, in which the individual initiatives complement each other, strengthening the presence and recognition of Polish apples on foreign markets.

“One of the current international projects is the ‘Time for apples from Europe in Asia’ campaign, which began in 2024 and will last until 2027. Its main goal is to promote European, including Polish, apples and increase their export to two dynamically developing countries in Southeast Asia – India and Vietnam.

“The campaign’s activities focus on promoting apples produced in accordance with sustainable development principles and organic methods. The campaign emphasizes that the production of European apples in the aforementioned systems has a positive impact on the climate, which seems particularly important in the context of today’s global challenges.

“The project includes a variety of information and promotional activities such as presentations at trade fairs and social media advertising campaigns. The “Time for apples from Europe in Asia” project takes a comprehensive approach to the promotion of European fruit products, combining commercial and ecological aspects. Thanks to the aforementioned activities, European apple producers have a chance to mark their presence on the extremely promising markets of India and Vietnam, and importers and consumers from these countries – to discover the extraordinary quality and taste of apples from Europe, including Poland.”

Gauging the Figures

And is there an estimate of the extent up to which this promotion will boost Poland’s apple exports?

“At this stage, it is difficult to indicate a specific number or an exact percentage increase in apple exports as a result of the ‘Time for Polish Apples’ campaign. Its aim is primarily to increase the recognition of Polish apples, strengthen their position on target markets and build long-term trade relations. The effects of such activities are usually visible over a longer period than 6 months.”

“Complementary Activities”

“It is worth emphasizing that the promotional activities of the Association of Polish Fruit Growers are not limited to a single initiative. At the same time, we carry out a number of complementary activities – from presence at international fairs, through information campaigns, to cooperation with distributors and campaigns in industry and social media. Such an integrated strategy strengthens the power of the message and allows us to reach different audiences – both consumers and business partners.

“Thanks to the synergy of these activities, we are creating a solid foundation for increasing exports – not only in terms of quantity, but also quality, building the image of Polish apples as a trustworthy product that meets high European standards. 

“We should also not forget that behind the success of Polish apples are first and foremost experienced fruit growers, who with great commitment take care of the quality of the fruit at every stage of production. Many Polish apple exporting companies are family businesses, often with multi-generational traditions, which effectively combine agricultural knowledge with modern logistical and marketing solutions. Examples of such companies are Appolonia Sp. z o.o., FRUIT FAMILY Sp. z o.o., Fruit-Group Sp. z o.o. or Rajpol Sp. z o.o.. Thanks to them, apples from Poland reach the tables of consumers around the world – fresh, tasty and of the highest quality.”

3 European markets Enjoying “Time for Polish Apples”

Narrowing down from the over 60 export destinations around the world, the spring campaign’s focus however is on 3 European markets:

“The “Time for Polish Apples” campaign is aimed at three foreign markets – Germany, Portugal and Denmark. The promotion of Polish apples in these countries is part of a strategic approach to the development of exports of Polish agricultural products in European Union countries. Each of these markets represents a different consumer profile and economic conditions, which allows for effective diversification of customers.

“Germany, as the largest economy in the EU and Poland’s most important trading partner, is a key market with a high volume of imports of agri-food products. Polish apples have a good reputation and an established position there, but there is room to further strengthen brand recognition and increase market share, especially in the retail segment.

“Portugal, on the other hand, is a market with relatively limited in-house apple production and a growing demand for high-quality fruit imports. It is a country where consumers are open to new flavors and products, and Polish apples – thanks to their quality and price competitiveness – have the potential to compete effectively with Western European suppliers.

“Denmark, on the other hand, as a market with high quality standards, attaches great importance to the issue of sustainable production, origin and health value of products. In this context, Polish apples, especially those from farms using good agricultural practices and certified quality systems, have a real chance to increase their presence in premium channels.

“Therefore, the promotional presence in these three markets is part of a broader strategy to build a positive image of Polish agricultural products, increase exports and strengthen Poland’s position as a major producer and supplier in Europe.”

On Poland’s EU Leadership

This mention of Poland’s strategic production position calls to mind apple benefits accruing to Poland’s presidency of the Council of the European Union.

“Poland’s presidency of the Council of the European Union is an important moment when our country is in the spotlight of the European political and economic scene. While the presidency itself does not directly affect trade in specific products, such as apples, it does bring with it a number of promotional opportunities.” 

“Numerous events, conferences, economic forums and trade missions are organized during the presidency, attended by representatives of business, administration and foreign partners. This is an opportunity to promote Polish agriculture, present the quality and variety of our products and establish new business contacts. This raises the profile of Polish apples and increases the chances of reaching new markets, both in the European Union and abroad. This is certainly a good opportunity to build trade relations and showcase the quality of Polish agriculture.”

Ends the report on a warm note.