Kol 11-15 nr 09 PS
8/27/11 7:27 PM
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POLSKA...
tastes good!
Kol 11-15 nr 09 PS
8/27/11 7:28 PM
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Polska... tastes good!
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Safe Vegetables
Polish vegetables and fruit are
safe and tasty—that’s the slogan
of a public awareness and educational campaign called
BezpieczneWarzywa.pl, launched
in July by the Ministry of
Agriculture and Rural
Development. The campaign’s
goal is to restore trust in Polish
vegetables and fruit after an
epidemic in Germany caused by
the Escherichia coli bacteria.
fter the first cases of infection by
A
verotoxic E. coli were revealed,
panic led to the collapse of the market
for certain vegetables throughout
Europe. Initially, cucumbers were considered the source of epidemic, and
their producers suffered the most.
Lettuce and tomatoes were also sus-
pected, which hit their sales.
Preliminary estimations indicate that
losses related to the epidemic may
reach 500 million euros. One consolation is that the European Union offered
compensation to the producers of lettuce, tomatoes, cucumbers, endive,
peppers and zucchini who can document their losses.
The epidemic produced bad PR for
vegetables and fruit all over Europe,
including Poland, even though no cases
of infection due to consumption of
Polish products were recorded. In
Poland, isolated cases of illness have
been documented, as a result of infections “imported” from Germany. Two
secondary infections in households
were recorded: a child who came into
contact with a sick person returning
from Germany, and a babysitter taking
care of his brother.
Due to information received by the
Main Inspectorate of Agricultural and
Food Quality and to numerous press
reports on the bacteria present in vegetables, the Chief Inspector decided to
carry out special tests to check the commercial quality of fresh vegetables. In
the first week of June, Provincial
Agricultural and Food Quality
Inspectorates checked vegetables
throughout Poland, examining whether
they carried labels marking their country of origin and whether the batches
were traceable on the basis of attached
documents. The inspectors visited 61
points of sale, such as hypermarkets,
wholesalers, distributions centers, retail
shops and bazaars, examining mainly
tomatoes, lettuce, cucumbers, peppers
and other kinds of fresh vegetables and
fruit. Incorrect labeling was detected in
just 6 percent of all controlled batches.
The BezpieczneWarzywa.pl campaign aims to rebuild trust in Polish
vegetables and fruit. “I’d like to stress
that Polish vegetables are not only tasty
and healthy, but, above all, safe,” said
Agriculture Minister Marek Sawicki.
“In the face of the recent crisis caused
by the E. coli epidemic, we carried out
thousands of tests and recorded no
infections with the abovementioned
bacteria. This proved Polish fruit and
vegetables are safe. They pose no threat
to consumers. On the contrary: their
consumption has a positive effect on
health. We all know that vegetables are
a very important part of the human diet,
and BezpieczneWarzywa.pl campaign
aims to restore trust in consumption
and stimulate demand for fresh vegetables and fruit.”
In 2010 the average Pole consumed
slightly over 41 kg of fruit and fruit
products. In comparison to 2002, when
the figure was 49 kg, this was a drop of
nearly 8 kg. Consumption of vegetables
and related products experienced a similar decline—from over 64 kg in 2002
to 59 kg in 2010.
Poles eat less fruit and vegetables
than other European Union residents.
In terms of consumption of fresh and
processed fruit, Poland is second to last
in the EU. Poles are most keen on
apples (15 percent) and exotic fruit
(12.5 percent), including citrus fruit
and bananas. As for consumption of
fresh and processed vegetables, Poland
is in 10th place, behind Greece, Malta
and Romania. Polish consumers favor
tomatoes (9 percent, cucumbers (7.5
percent), cabbage (7 percent), and carrots (6 percent).
The campaign includes the website
www.bezpiecznewarzywa.pl offering
information on the safety and commercial quality of vegetables and fruit,
instructions on handling and consumption of fresh products, and up-to-date
information on the safety and quality of
vegetables and fruit.
The campaign also involves an initiative called “Time for the tomato: the
irresistible taste of Polish vegetables and
fruit,” launched July 22 in Warsaw in
front of the Central Agricultural Library,
when 1,000 red balloons symbolizing
tomatoes were released into the air.
The campaign, financed by the Fund
for the Promotion of Fruit and
Vegetables, was launched by the Polish
Federation of Agricultural Producers,
with the support of the Ministry of
Agriculture and Rural Development,
the Agricultural and Food Quality
Inspection and the State Plant Health
and Seed Inspection Service.
AR
September 2011
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Polish Candy Successful Abroad
Polish confectioners have nothing to complain about
as far as economic trends are concerned. Candy
production is regarded as one of the fastest growing
segments of Poland’s food industry and Polish candy
is highly popular both at home and abroad.
Polish market for candy is worth an estimated
The
zl.8.5 billion and exports account for zl.2.5 billion
of that. Poland ships its confectionery products to over 60
countries around the world. While a large part of the exports
go to other EU member states, Polish candy is also available
on the markets in Russia, Arab countries and the United
States. Annual exports to non-EU countries have exceeded
100,000 metric tons.
As they devise expansion strategies to enter foreign markets, producers need to meet consumers’ expectations and
adapt their products to local markets. Such is the key to successful sales and in order to be competitive on global markets, products made in Poland need to conform with a number of norms and certificates required on foreign markets.
Consumers in Poland eat far less candy compared with
their counterparts in other EU member states and so sales
figure can certainly improve. Data from the Polbisco
Association of Polish Chocolate and Candy Producers,
Polish citizens eat an average of 1.2 kilograms of chocolate
a year, compared with 11 kilograms for Switzerland, 10 kg
in Germany and Belgium, and 7 kg in Britain and France.
Consumption of cookies in Poland does not look much
better, at 3 kg per capita a year, whereas in Ireland the figure
is 15 kg and 11 kg in Britain.
Poland differs from Western Europe in terms of candy
consumption not only because Poles eat significantly less
confectionery products, but also because they are more conservative and are somewhat reserved about innovations such
as candy with added vitamins, wholegrains and so on. This
state of affairs is changing gradually, especially among
young and affluent consumers who are more open-minded
and willing to experiment.
As the purchasing power of Polish citizens increased
owing to a booming economy and growing salaries, candy
producers expanded their product range. Improving finances
boosted demand for premium candy, such as pralines, truffles and assorted chocolates. People in Poland are increasingly keen to try sweet products with sophisticated flavors
and sold in elegant packaging. The growing popularity of
healthy lifestyles has, in turn, stimulated the market for bitter chocolate, premium brands in particular. This kind of
chocolate contains up to 80 percent of cocoa and frequently
comes with additions such as almonds and orange zest.
Traditional Polish cuisine is founded on salty flavors.
Sweet touches are mainly associated with breakfast and
include yogurt, cereals, jam and honey. Then, there is the
usually sweet dessert served after lunch. However, since
September 2011
growing numbers of Polish families lack the time to prepare
and have a traditional, multi-course lunch, many compensate
for that by are grabbing a sweet bite between the main,
“salty” meals.
Chocolate-based candy accounts for three-quarters of
Poland’s entire market for confectionery products.
Interestingly, chocolate proper does not hold the top spot in
this department, as in terms of sales it comes in third after
candy bars and pralines.
Another major group of confectionery products on
Poland’s candy market are baked goods, including gingerbread, cookies, sponge cakes and wafers. This wide variety
will caters to all fans of sweet snacks.
Confectionery products available in stores include ones
bearing the Try Fine Food (Poznaj Dobrà ˚ywnoÊç) quality
label. This prestigious label has been awarded to 10 products
manufactured by the “SolidarnoÊç—rok za∏o˝enia 1952”
candy factory from Lublin, including chocolate bonbons and
chocolate-covered plums and cherries. The label is also
printed on the packaging of sponge cookies made by the
Mamut company in Wroc∏aw, and the Z∏oty K∏os Bakery in
Dobrzyce has obtained the label for its butter and meringue
cookies. The Odra candy company in Brzeg has obtained the
Try Fine Food label for different variations of halvah, and
the A. Blikle company for its piernik herbaciany (Tea
Gingerbread).
The agriculture ministry’s Try Fine Food program, launched
in 2004, aims to provide consumers with trustworthy information to ensure them that food they are purchasing meets strict
quality requirements verified by independent food inspection
authorities and organizations. The Try Fine Food quality mark
is granted to products which are well-established on the market, easily recognizable by consumers and have been produced
and marketed for no less than a year.
A.R.
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Regional and Traditional Products
Ko∏ocz Âlàski
At the end of July, the ko∏ocz Êlàski pie was added to the EU list of
protected food products. It is the 29th product from Poland to be
registered by the European Commission as a Protected Geographical
Indication item, joining delicacies such as the rogal Êwi´tomarciƒski,
andruty kaliskie, obwarzanek krakowski, and chleb ràdnicki.
■ Ko∏ocz (or ko∏acz) Êlàski is a rectangular pie around 3.5 centimeters thick
and available in three traditional variations with cheese, poppy-seed or apple
filling, or no filling at all. It has a golden crumble topping with powdered
sugar and a high butter content, which
gives the topping a rich flavor. The topping in ko∏ocz Êlàski is also thicker than
those used in other parts of Poland.
Another feature which distinguishes
ko∏ocz Êlàski from similar products is
its shape, as ko∏acz pies from other
regions of Poland are round.
Ko∏ocz Êlàski is distinctive for its
long tradition, scent and taste as well as
its significance in local culture. Silesia
is a border region whose inhabitants
cherish their traditions and cultural heritage. The tradition of serving ko∏ocz at
important occasions, especially weddings, dates back centuries. There is
even a legend according to which
many, many years ago, tiny gnomes
from the valley of the Nysa River
taught a clever girl how to make ko∏ocz
and then passed the recipe on to other
people in Silesia.
Ko∏acz pies have been baked in
Poland since the Middle Ages when
they were served on special occasions
such as weddings. The first written evidence of ko∏acz pies being made in
Silesia dates back the early 18th century.
In order to preserve the traditional
recipe and highlight the pie’s status as
a regional specialty, producers of
ko∏ocz Êlàski from 11 bakeries and
confectioneries in Opole and Silesia
provinces formed a consortium several years ago. They agreed on the
recipe, production phases and voluntary quality control checks and listed
them all in an application to register
ko∏ocz Êlàski as a product with geographical indication.
A.R.
The Polska... tastes good! special section—published by WV Marketing sp. z o. o.
in association with Warsaw Voice SA in a project co-financed by
the Ministry of Agriculture and Rural Development. Address: 30 Wspólna St., 00-930 Warsaw
www.minrol.gov.pl
September 2011
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Polska... tastes good!
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CAP Must be Reformed
By Marek Sawicki, PhD,
Minister of Agriculture and Rural Development
year’s weather has been kind to neither holiday-makers nor farmers. The farmer’s work
is dictated by the seasons, making agriculture far more
dependent on weather than any other sector of the economy. It is the weather that to a large extent decides
whether a farmer succeeds or fails. No matter how hard
they work, farmers can never be sure of their harvest and
there are years when all the effort and labor goes to
waste.
This is one such year and it may bring one of the most
difficult harvests in decades. Things are looking bad and
there will be less cereals than usual, but the harvest in
Poland as a whole will be close to the average of many
years. Crops from regions which have suffered the most
from heavy rainfall will be of inferior quality, but it
should be underlined that there is no need for disquiet
over food supplies.
Contrary to what some politicians have claimed in the
election campaign, the Ministry of Agriculture does not
have the power to buy up crops during a good harvest
and store them as a precaution against bad harvests.
Poland has been in the EU for seven years now and the
Common Agricultural Policy, one of the EU’s first common policies, imposes strict regulations on market
behavior. The EU may only buy up crops when market
prices fall below a set minimum, currently just above
100 euros per metric ton.
I have frequently proposed a more realistic price. We
also need to work out new policy instruments to effectively deal with situations similar to those faced this
year. Piles of consumer wheat sold fifteen times, but
never moved from their storage place surely hint at a
market abnormality. Speculative capital has disrupted
the natural demand-to-supply ratio and the crisis we
have been facing for the last three years has similar
causes.
It was between 2007 and 2008 that speculative capital
started to affect agricultural markets on such a large
scale.
This example is a good illustration of recent dangers,
as well as the scale of the challenges facing the planned
reform of the Common Agricultural Policy. New regulations are expected to come into force at the start of 2014
and rather than cosmetic changes, they should reflect a
wide-ranging, ambitious reform designed to live up to
the progressing market liberalization in Europe. The new
This
September 2011
common policy has to be simple, clear and free from the
repercussions of historic animosities. It has to result in a
thorough modernization and restructuring of EU agriculture, ensuring that it is more competitive on the international market. What we need to avoid is thinking in
national terms and making short-run plans that do not
reach beyond the next election. European agriculture
needs to be treated as one whole and a huge sector which
should meet the needs of half a billion consumers in the
EU, protect the environment and guarantee fair standards of living for farmers. Increasing requirements concerning farming conditions and environmental protection give rise to additional costs that affect the profitability of agricultural production. These are coupled
with a tendency to deregulate trade. Competition from
imported foodstuffs, not subject to similar requirements,
becomes a threat as well. This obvious distortion of market competition is among the problems which need to be
addressed by the new common policy.
The Polish government’s stance on the issue is unambiguous. We seek an ambitious and genuine reform of
the policy. It is also essential to at least maintain the
level of EU spending on agriculture and rural development. Initial reports indicate that the common budget for
agriculture will do this. Its efficient allocation will
require a considerable simplification of the Common
Agricultural Policy. Costs borne by farmers and the
administration should be reduced. The criteria for distributing funds between member states also need reconsideration. The current guidelines, linked to the past production of particular states, should be replaced by a
more objective set of criteria, such as soil quality or difficult farming conditions, and any differences in allocation should be based only on such objective criteria.
Countering speculation on the sensitive agricultural
markets is equally important. Incidents similar to those
mentioned before harm both consumers and farmers, and
should be avoided at all costs.
The past three years are a vivid demonstration of the
inappropriateness of existing regulations, regarding both
financial markets and the Common Agricultural Policy.
The crisis has laid bare all weaknesses, which is why a
thoughtful and efficient reform of the Common
Agricultural Policy is crucial to prevent European agriculture from being shaped solely by dwindling motivation and flows of speculative capital.