Polish Brand in the World – On exports, competitiveness, and building a strong Polish food brand

How to effectively develop the export of Polish food? What determines its competitiveness in foreign markets, and how can we ensure that as sales grow, the recognition of Polish brands grows alongside them? These issues were discussed by the participants of the debate “Polish Brand in the World. How to Effectively Support Exports and Strengthen the Position of Polish Food?”, which took place during the POLAGRA 2026 trade fair.

The discussion was attended by representatives of export support institutions, retail, manufacturers, industry organizations, and brand-building experts:

• Michał Nowaczyk – Member of the Management Board and Chief Financial Officer, Lidl Polska
• Tomasz Trzaska – Foreign Trade Director, SM Mlekpol,
• Witold Choiński – President of the Management Board, "Polskie Mięso" Association,
• Jacek Sadowski – President of the Management Board, DEMO Power Brands
• Olga Niebylska – Expert at the Export Support Department, Polish Investment and Trade Agency (PAIH).

The debate was moderated by Olimpia Wolf, an independent journalist and debate moderator.

Polish food in foreign markets

The first part of the discussion was dedicated to the current position of Polish food and the sources of its competitiveness. The discussion covered both institutional perspectives and the experiences of companies that have been expanding their sales outside Poland for years.

An example of the scale of this expansion was the data cited during the debate – the export value of Polish products via Lidl Polska exceeded PLN 7 billion last year, while SM Mlekpol sold its products to over 100 countries. The conversation touched upon the importance of product quality, safety, delivery reliability, export experience, and brand-building skills in international competition.

How to effectively open new markets?

Another important topic was the barriers encountered during international expansion and the role of cooperation between entrepreneurs, government administration, export support institutions, and international retail chains.

Panelists discussed, among other things, the support tools available to entrepreneurs, the importance of partners in local markets, and the opportunities provided to Polish producers through cooperation with international chains. Special attention was also paid to sectors where opening a new market requires cooperation between business and administration, with the meat industry as an example.

From a good product to a recognizable brand

The final part of the debate focused on moving from exporting products to building a strong Polish food brand. Growing foreign sales are only one element of international success. Another challenge remains building recognition and consumer trust, as well as making the Polish origin of a product perceived as an added value.

The discussion addressed, among other things, whether it is possible to create a shared, clear image of Polish food abroad, how to build proprietary brands in various markets, and how to reinforce Poland's association with quality and credibility.

The debate highlighted various perspectives on the development of Polish exports – from the practical experiences of producers and retail chains to institutional initiatives and the importance of communication and deliberate brand building. The common thread of the conversation was how to leverage the growing presence of Polish food worldwide to further strengthen its position in international markets.