Know-How Exchange : Branding

The only Polish brand that I can think of off hand that is visible here in Arizona (U.S.A.) is Zywiec Beer. However, you can only find the beer at specialty importers and delis catering to Polish cuisine. I know there are lots of Polish expats living in the valley - so you would think that there would be more Polish brands visible.

Czesc Agnieszka!

I can easily spot polish brands on the shelves of Canadian supermarkets, but that might be because I was born with a bias :)
Are you asking solely about visibility / availability of polish brands, or are you also interested whether the consumer is aware / cares that they are purchasing a polish brand / product?

Some of my clients, who are importing and distributing products from Asian, have a very serious problem with brand visibility and recognition. This is caused most often by consumers’ indifference of where the product is from. To most non-Asians, anything with “funny writing” is just “Chinese”. Obviously, a “made in china” label, real or perceived, does not exactly help move the product.

To illustrate my point; the Italian foods importers have just lunched a Canada wide awareness campaign dedicated to educating consumers on how to tell for example if a piece of cheese is important from the Italy or just from Quebec. See: www.veramenteitaliano.com

In Vancouver where I live, the most visible brands and often recognized as Polish are vodkas and beer.
Belvedere, Wyborowa, Zywiec and Okocim are in every liquor store, Luksusowa and Chopin are in most.
Belvedere is also prominently displayed at any good bar.

Krakus products are in most supermarkets, Winiary not so much.

Sesame Snaps (sezamki) are near the checkouts of many supermarkets as well. From personal experiences, I know that even people who love sezamki have no idea that they are made in Poland.

Some Wedel products are around, but certainly not recognized as Polish or for its high quality.

There are few brands, especially of soups, that look like they are Polish, but are manufactured in US.

Of course, there are Polish bakeries and delis that have imported teas, condiments, sweets, juices, herring etc. but they are usually seen as specialty stores, and thus have limited customer base.

Hope this helps, if you need some hard figures please contact me directly.

Luke Zukowski

Bison Workholding Products- made in Bialystock - used in the machine tool industry. Bison is the the world leader in manual lathe chucks. Up until recently, they have been able to survive, despite themselves, by producing "German" quality product at "Polish" prices. However, now that Poland is part of the EU, Bison's costs are increasing. As long as they maintain they're high quality standards they should fare the storm. However, if labor cost, labor unrest, supply chain problems or a weakening US dollar continue they may find themselves in a difficult spot.

Another great brand is Elektrim motors, Chifa (surgical tools), Pafana ( indexable tools.)

Dear Agnieszka

The key brand I think of is Krosno (glass). My perception is that it's solid, high quality, although not in quite the same class as say Waterford or Stuart Crystal. Better than Crystal D'arques, though.

I also think of Globus sour Morello cherries, which for years I've known as Polish, but I just checked and discovered they are really from Hungary.

I also think of vodka, but can't think of a specific brand.

You're right, there's a problem...

Good luck

ChrisB