THE year 2022 saw the launch of the ‘Gifts from Polish orchards – apples from the heart of Europe’ campaign, a way for that Eastern European nation to share its culture and cuisine with Malaysia by promoting its fruit of choice.
Many other European countries – predominantly from Western Europe – have long had ties and connections with Malaysia, via culture, food, and diplomacy. By leading with their apples, Poland wants to show that they have much to share about themselves.
"Malaysians love our apples. This year, we successfully presented European apple products from Poland in Kuala Lumpur, where we have come twice in six months.
“In July this year, we brought apples from last year's harvest during the Malaysia International Food and Beverage Trade Fair. This year's harvest of fresh fruit arrived in Kuala Lumpur in November," said Arkadiusz Gaik, president of the Fruit Union.
Within the wider European Union, Poland is responsible for 11% of all fruit production, and more importantly 26% of all apple production – with the two other apple producers being Italy and France.
July saw the first Polish business delegation to come to Malaysia since the start of the pandemic.
Among those who attended was Poland’s ambassador to Malaysia, Krzysztof Dębnicki.
“There is one problem in the relations between Poland and Malaysia, and this is the obvious disbalance in trade between our two countries. We import from Malaysia much more than Malaysia imports from Poland. We believe the fruit union is one way to partly ameliorate this situation,” the ambassador said.
Over the past few months, the promotion of Polish apples has been extensive. From participation in one of the largest trade fairs, to events such as Apple Day and apple tastings, to exciting activities like a flash mob and apple tasting at Taman Tugu Park in KL.
Gaik answered some questions from The Vibes on a year in apples.
The Vibes: Of all fruits available, why were apples chosen to be the ‘Fresh from the orchards of Poland – apples from the heart of Europe in Malaysia’ campaign?
Arkadiusz Gaik: The campaign, I want to highlight, is financially supported by European Union funds, and was designed by the Polish Fruit and Vegetable Association ‘Fruit Union’.
As our name says, we are an association for producers of a wide range of agricultural products, but the most important among them are exactly apples.
As you may know, Poland is the largest producer of apples in the European Union and our association is the largest conglomerate of companies managing orchards in Poland.
Over the years apples have become one of the symbols of Poland. So we decided to bring to Malaysia what we have the best of – our apples.
TV: Of the six varieties of Polish apples picked (Najdared, Gala, Golden Delicious, Red Janaprince, Red Chief, and Idared) which one has proven the most popular?
AG: It varies from the market apples are sold, but in general Gala is the most popular.
In the Malaysian market, we organised in the last weeks apple tastings to show that different varieties of apples could have totally different tastes and can be used for different purposes. My favourite is Red Chief.
TV: With the competition apples have with local tropical fruits available year-round, how are Malaysians taking to Polish apples?
AG: With great openness. That was one of my biggest worries when we launched the campaign. How will people in Malaysia find our apples? Why would they choose to buy them over locally available fruits?
After year-long promotional activities, and hundreds of conversations with customers in Malaysia, I’m convinced Malaysians like our apples.
Our adventure here is not aimed to replace culinary habits but to add to the already wide range of fruits available in Malaysia.
Our philosophy could be summarised in the sentence ‘Wanna taste Europe? Taste apples from Poland’.
TV: How successful would you consider the promotion of Polish apples in Malaysia? What makes them better than apples from the usual suspects of countries?
AG: From my perspective, we did a very successful launch of a new product in Malaysia, although we find Malaysia not an easy market. Customers know the value of quality food and follow trends in the food industry.
This sets the bar for new products very, very high.
We focused on cooperation with journalists, KOLs and at the same time with Malaysian importers.
Our apples are already available in some supermarkets in Malaysia and that’s the biggest success of the campaign.
TV: Where would a Malaysian purchase an apple if they were interested in doing so? What stores are carrying them?
AG: The first shipments of Polish apples have already reached Malaysia but those are very limited quantities. I can assure you that in upcoming weeks we will be able to share more information on which supermarkets in Malaysia our apples could be found.
TV: What else do Poland and Malaysia have to offer each other in terms of cultural exchange, what else do we have in common?
AG: In my opinion, we still don’t know enough about each other’s countries and cultures. I hope that our apples and the campaign serve as an ambassador of Polish and European qualities.
Poland has a lot to offer. We are a very vibrant, energetic country. I’d like to invite everyone to visit Poland. We have an absolutely fascinating cuisine and a part of that is apples. – The Vibes, December 30, 2022
