A promotional campaign for Polish berry fruit is now underway. It promotes the fact that Polish producers are able to produce from May until the end of October. Blueberries, strawberries and raspberries are no longer imported fruit.
Super fruit on top
Blueberry's success should mobilise growers. Domestic demand is increasing, but further education is needed. People in Poland still don't have enough knowledge about what blueberries are, or what their most important features and benefits are. If producers all cooperate, they will be able to increase awareness of this product and all of them will benefit. The first goal for everyone should be to promote blueberries, and only then promote a specific brand. There is a need for consumer education. People need to understand that there are fruits that can be described as "superfoods" and that berries have a future," Federica Carminati, Unitec Project Sales Manager, said.
From May until October
“Poland is still at the stage, where consumers consider fruit to be very seasonal - strawberry is always in June, raspberry in July and August; but at the same time they expect fruit all year round. So promoting this is perfectly justified,” Przemysław Sarbinowski from ProTech Marketing said.
“Currently, very few people know that we are able to produce berries from May until the end of October, even November. Strawberries and raspberries are not imported. And it is important that the campaign also conveys information that it is our native product,” Sarbinowski added.
This demand is met by the campaign "Time for Polish Super Fruits!”. Growers of strawberries, raspberries, Kamchatka berries, blueberries, currants, chokeberries and mini-kiwi have joined forces to promote daily consumption during harvest season.
Joint sales and joint production
“Any horticultural production requires cooperation. Cooperation in this segment, in the production of every fruit - not just blueberries - is indispensable. We are not able to use all of the fruit that we produce. And certainly we will not be able to use what will be harvested in a few years. Nobody will want to talk to each grower separately, they must be strong support groups for each other,” Michał Malicki from Agrosimex said.
“Poland will never be a country where large farms dominate. Production will always be based on family farms. It is worth looking at how this is happening in the south, in the Balkans, e.g. in Kosovo. Plantations are very small there and everything is done jointly, both sales and production,” he added.
"Without education, younger consumers do not know when they can buy Polish fruit, and the older ones think that we only have a week or two of Polish strawberries," Malicki concluded.