export promotion policies and programmes in poland
TRANSCRIPT
o International trade
o Promotion policy
o Promotional programs supporting export
o The image of Polish food - food quality policy
0
2.5
5
7.5
10
12.5
15
17.5
20
22.5
25
International trade in agri - food products 2004 - 2015
Eksport Import Balans
bilion EUR
82%
5%
1%2%
0%
10%
Export
68%
4%
5%
2%
6%
15%
Import
UE
CIS
EFTA
NAFTA
MERCOSUR
Other
among producers in the EU
F r u i t s a n d ve g e t a b l e s :
o apples - 1st place among exporters in the world
o strawberries - 2nd place among producers in the EU
o raspberries, black currant and cherries –
1st place among producers in the EU and 2nd place in the world
o frozen fruits - 1st place among exporters in the world
(especially berries and cherries)
o potatoes - 4th place among producers in the EU
Meat:
o poultry - 1st place
o pork - 4th place
o beef - 7th among
o Cereals
o Rye - 1st place among exporters and 3rd place
among producers in the world
o Oats - 2nd place among producers in the world
o Mushrooms - 1st place among exporters in the
world
Increased pressure on the EU agricultural sector
• Increased liberalisation of trade (FTA's)
• Increased globalisation of the world economy
• Promotion policies of EU competitors
• Abolition of export refunds
Increased cost pressure on
EU farming economy
Fierce competition against
European agricultural products
Lack of awareness of the qualities
of EU agricultural products
• Gradual increase of agricultural prices/ steep
increase of energy and fertiliser prices
• Stricter production standards
• Strengthened requirements related to
• Environment and climate change
• Only 14% of Europeans recognize the signs PDO
/ PGI
o Clear priorities determined each year - work program
o Increasing the number of promotional campaigns in
third country markets
o Closer cooperation between operators from different
Member States, through programs involving a number
of countries (the programs "multi")
o Very beneficial EU co-financing rates
o Synergy of activities carried out by institutions and
business entities involved in the promotion of agri - food
o Targeting support to key target markets
o Optimizing the efficiency of activities in the field of
promotion of agri-food products by using a wide range
of tools of marketing communication
o Building an attractive brand of food
o Long-term National Development Strategy
o Sustainable Development Strategy for Countryside, Agriculture
and Fisheries for 2012 – 2020
Production of high quality agriculture and food products which are safe forconsumers,
Increasing producers and consumers knowledge and awareness about agricultureand food production and nutrition rules,
Promotion and increasing number of export target markets for Polish products.
o Action plan for promotion activities of Ministry of Agriculture
and Rural Development
o Sectorial Promotion Programme for Polish Food Specialties
Promotional
campaigns of trade
organisations with
the participation of
EU funds
Promotion
activities of
producer
groups
Promotional
campaigns of
branches
Promotion of
agri-food products
Campaigns focused on
creating a positive image
quality systems and
promotional activities
Public funds EU funds
Trade organisation
funds
EU funds
Public funds Rural
Development
Programme
Producer groups
funds
Trade organisation
funds
o Informing about quality of products
o Promoting consumption of products
o Financing participation in exhibitions and fairs
o Market research and research and development
concerning products
o Training of producers
o Supporting activities of producers organisations
acting in international forum
13
7 7 7
6
4
3 3 3 3
2 2 2 2 2 2 2
1 1 1 1
0
2
4
6
8
10
12
14
GR IT PL Multi BG FR BE CY NL RO CZ DE AT PT SI GB LT EE ES DK LV
0
5
10
15
20
25
30
2006-2009
2010-2016
7
29
o Food quality schemes
o Promotion of products possessing specific features
o Regional and traditional character
One of the possible problem solution:
provide the consumer with more information
concerning products
22
55
99
170
206
236
277293
270
312
407
477
540
0
100
200
300
400
500
600
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Pablo Picasso once said:
"The three most
astonishing things in
the past half-century
were the blues,
cubism, and Polish
vodka".
Harlequin and Companion, 1901
