TRADE AND MARKETING Potato sector keenly anticipates growth of Polish supermarkets The potatoes you see here are looking good, the only thing is, they are all the same. considerably in the coming years’, is Verveld’s absolute conviction. On the basis of a chart with the market development in the retail sector, he explains which future changes he sees. He compares the situation in Poland with those in countries in North-West Europe, where the advance started first, and Southern Europe where advancement started later. The paths of the lines in the chart are almost identical. Verveld expects that Poland won’t be much different. ‘As soon as the market share of 20 percent has been reached, it will go up to 50 per= 25 yrs 100 10 20 30 40 50 60 70 80 90 0 = realised = 15 yrs = 60 yrs cent very quickly, after which it slows down a little, and then gradually develops towards 80 percent. In the Netherlands and the rest of North-West Europe, the second trajectory was a bit slower than in South-European countries such as Spain. Because supermarket chains, which are now opening shops in new areas, have already gained lots of experience in other countries, they can develop much faster. Verveld therefore expects that Poland will go even faster than elsewhere. ‘As Poland has a big potato market - the annual consumption is 4 million tons - the sector is on the threshold of new challenges. Especially where it relates to quality improvement. Most of the potatoes that are currently sold on the local markets are of poor quality. Supermarkets have completely different potatoes on their shelves, and they have wonderful potatoes for sale’, which is shown in the Biedronka branches. Today, merely 20 percent of Poles buy table potatoes in the supermarket, in 25 years’ time, this will already be 90 percent, as Verveld’s chart shows. ‘In the Netherlands and other countries such as North America, it took more than forty years before 90 percent of the total potato sales were in the supermarket. ‘If you want such an ascending line to continue as sketched, you must offer the potatoes that fit the bill’, is Verveld’s view. ‘Consistency is the key word here, in shape, size as well as quality. That’s essential in order to continue growth. If local growers want to follow the trend, it’s important that they also raise their quality and offer that quality from storage for as long as possible. Only professional growers can provide the demanding supermarkets with the desired products. Multiply local seed Current position in countries such as: NAM; UK; NL; BE; GER; FRA. Current position in countries such as Current posiiton in: POLAND years----------> = expected development If Poland follows the same growth curve as the Netherlands, in ten years’ time, 65 percent of potatoes will be sold through the supermarket. SP; ITA; POR;CZ. ‘The HZPC strategy is that it shouldn’t really matter where you buy our seed potatoes. It’s important to obtain locallygrown seed of good quality according to the HZPC quality standard. Top planting stock means a good start in the cultivation process, which ultimately gives a better yield. An additional advantage is that the cost price of the locally-grown table potato is dropping and the opportunity to earn money in the Polish market is rising. One reason is that Dutch seed is twice as expensive as locally-grown planting stock because of the high transport costs. That’s not really the way to expand the sales of your own varieties very quickly. What is important, however, is to get and keep under control the illegal planting of seed. In the first place, of course, to be able to collect licence fees, but also to keep up the quality of the consumption crop. ‘It’s also important to collaborate with local parties. In Poland, we actively collaborate with small packaging firms, supermarkets and growers. This means that, together, we’re looking for the best varieties for the supermarket shelves. We’re happy about that, because they’ve demonstrated that they’re primarily interested in finding solutions. They’re thinking about long-term exclusivity. This type of goal can help us find suitable varieties for the market. But you do need to match this with appropriate quantities, though. Sales through supermarkets are increasing rapidly, which means that consistency and continuity are vital. What’s accelerating, for 30 Potato World 2014 • number 2 % potato sales in supermarkets Pagina 35
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