Q- The main project of The Polish Promotional Program Foundation is contest “Polska: Now” which this year has its 21st edition. How did the idea come about?
Krzysztof Przybył- The reality in Poland changed dramatically 20 years ago – new Polish organizations and companies appeared. They stood little chance to compete with very attractive western products and there was a need to promote and support them. This became the main objective of the Foundation. With time, next to bolstering Polish character of the products we also started promoting their quality. And it is the quality itself that grew to be the face of “Polska:Now” contest.
Q- What can a consumer expect when buying a goods or services with the logo of “Polska: Now”?
Krzysztof Przybył- Every product marked with “Polska:Now” is of a highest quality, comparable or even better to a similar good produced abroad. The chapter of the contest evaluates quality, look and applicability of every good in their category. A consumer choosing a product with the “Polska: Now” emblem can thus expect highest satisfaction in all of these categories.
Q- You mentioned that western products were very attractive in comparison to Polish ones especially at the beginning of market economy in Poland. Did anything changed in the last 20 years? Can Polish products compete with those produced abroad?
Krzysztof Przybył- They surely can! In case of food products our brands are even of higher quality on a world scale that the foreign ones. And they are definitely number one for Poles as they mirror our preferences and traditions. There is no western products which would compete with polish bigos or żurek.*
Q- The Foundation awards not only products and services but municipalities and innovative enterprises. How does this work?
Krzysztof Przybył- “Polska:Now” emblem has earned high credibility and the Foundation has decided to support undertakings outside of market area. Polish entry to the European Union has strengthen the role of local government and thus the idea to recognize municipalities which are interesting to live in and invest in . We are assessing tourist advantages, quality of life and easiness to invest of candidating municipalities. Every year around 25 products and up to 9 municipalities are awarded as we set high standards in all of these disciplines to keep the contest exclusive. The same applies to innovative enterprises. Poland has scientists and researchers with great potential but they need support and promotion. In order to achieve this we are cooperating with the Polish Science Academy and the Polish Federation of Engineering Associations. We have created a Coalition of Innovation and together we are fighting against the obstacles on the way to innovation.
Q- You said that Poland changed dramatically 20 years ago. So did the market. What do Polish and foreign investors have to count with when doing business in Poland?
Krzysztof Przybył- Good question. First of all they have to deal with intense competition. It is no longer possible to just launch a product on Polish market and create a sensation. As a society we started to value quality and noticed that Polish brands are just as good as the foreign ones. The big advantage of Poland is that we did not fall into a trap of foreign corporations. When for example cosmetics branch is concerned, about 40% – 60% of domestic production still belongs to family business. And the products are characterized by high quality and low price. The same is valid for construction industry and food production.
Polish migration to western countries is a great support in promotion of Polish brands abroad as Poles living there still choose domestic products making them more popular.
Q- Poles already trusted the “Polska:Now” emblem. What role does the logo of the contest play in promoting Polish brands abroad?
Krzysztof Przybył- Unfortunately it is not that significant. In Poland the emblem stands for quality, abroad it’s merely a symbol of Polishness. The aim of the contest is thus to promote Poland and its products. Polish access to the EU opened our market for the rest of Europe, especially for our biggest trade partner Germany, but also Great Britain and France and this is where our products are mostly popular.
Q- Since Poland joined the EU also EU products may compete in the contest. How odes it work?
Krzysztof Przybył- Polish access to the EU brought opening of borders also in this contests. Foreign companies wishing to run in the contest are requires to have branch office in our country. They need to already be anchored on a Polish market or have plans to start production and launch their products here. This evolution of the contest is a result of globalization. Today it is not a surprise that companies awarded in our contest are for example LIDL or Zott Poland as long as they bring an added value to Polish market and consumers.
Q- “Polska:Now” celebrated its 20th anniversary last year. What is a vision of the contest for the nearest future?
Krzysztof Przybył- As a recognized institution we undertake changes with dose of precaution, tough we are constantly open for new ideas and development. We try do adjust the contest to the current geopolitical and social situation in Poland. Hence a plan to get more actively involved the promotion of Polish culture, sports and science. We will try to direct our awards to initiatives which join tradition and business. One of the good examples is “Adventures with a bee” awarded last year. It is a first tourist track of apiaries which cultivates an old Polish tradition of making honey. Our latest initiative is a contest in which we chose an outstanding Pole. People who will be awarded in this contest have contributed to the promotion and building a positive image of our country domestically and abroad. First individuals awarded in domestic category is Wojciech Kilar, a famous Polish composer and in international category, Hilary Koprowski, Polish virologist and inventor of the world’s first effective live polio vaccine.
By: Aneta Popiel (apopiel@ceoworld.biz) & Milena Golda (mgolda@ceoworld.biz)
Editorial Team, CEOWORLD Magazine
The following Interview is brought to you by CEOWORLD Magazine.
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Fundacja Polskiego Godła Promocyjnego
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