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Wywiad z Jackiem Gunerem, Prezesem Zarządu, Dyrektorem Generalnym Strauss Cafe Poland Sp. z o.o.

Wywiady

Wywiad z Jackiem Gunerem, Prezesem Zarządu, Dyrektorem Generalnym Strauss Cafe Poland Sp. z o.o.

Wtorek, 12 lutego 2019 Autor: Tomasz Pańczyk, HURT & DETAL Nr 02/156. Luty 2019
O oczekiwaniach polskiego konsumenta, trendach na rynku i świeżo palonych kawach MK Cafe Fresh rozmawiamy z Jackiem Gunerem, Prezesem Zarządu, Dyrektorem Generalnym Strauss Cafe Poland Sp. z o.o.
Za nami rok 2018. Jaki był to okres dla firmy Strauss Cafe Poland?

Rok 2018 był kolejnym rokiem dynamicznego rozwoju Strauss Cafe Poland. Rośniemy we wszystkich segmentach kawowych, w których jesteśmy obecni na rynku, czyli kawy mielone, ziarniste i rozpuszczalne. Również te marki, w które inwestujemy, czyli MK Cafe i Fort miały bardzo dobrą dynamikę sprzedaży. Rozszerzaliśmy także sprzedaż internetową kawy MK Cafe Fresh, naszego nowego „dziecka”, i tutaj też odnieśliśmy duży sukces. Tak więc z wyników sprzedażowych jesteśmy bardzo zadowoleni, ale wszystko co najlepsze jeszcze przed nami. Jesteśmy gotowi walczyć dalej i dostarczać polskiemu konsumentowi to, czego najbardziej oczekuje w bardzo konkurencyjnych cenach. Osiągnęliśmy również zadowalający wynik finansowy, który pozwolił wypłacić praktycznie wszystkim pracownikom nie tylko premie, ale również nagrody za rok 2018.

Jak w tym czasie zachowywał się rynek kawy w Polsce?

Rynek kawy jest stabilny. Można zaobserwować bardzo mały wzrost wolumenowy, natomiast wartościowo rośnie on trochę szybciej, co pokazuje, że rynek się premiumizuje. W poszczególnych kategoriach wyniki prezentują się inaczej. Kawa mielona jest stabilna – z tendencją do lekkiego spadku; kawa ziarnista zdecydowanie rośnie z dwucyfrową dynamiką (ze względu na ekspresy do kawy – wyraźnie więcej konsumentów zaopatruje się właśnie w kawę ziarnistą. Kawa rozpuszczalna niestety spada. Widać wyraźnie, że konsumenci zmieniają swoje preferencje i coraz częściej stawiają na kawy ziarniste.

Jakie macie obecne udziały rynkowe?

Pod względem udziałów rynkowych jesteśmy jednym z kilku największych producentów kawy, przy czym naszym najsilniejszym segmentem jest kawa mielona.

Wspomniał Pan o produktach premium. Premiumizacja to słowo bardzo popularne i pojawiające się w niemal wszystkich kategoriach produktów spożywczych. W jaki sposób wpisujecie się w trend premiumizacji z własną ofertą kawową?

Obserwujemy wyraźny rozwój wiedzy o kawie, a zatem i wymagań konsumenckich. Premiumizacja dotyczy głównie oczekiwań względem jakości produktu, a cena powinna mieć swoje uzasadnienie. Strauss Cafe Poland ma swój udział w rozwoju kultury kawowej w Polsce oferując dobrej jakości produkty na różnych poziomach cenowych – od dostępnego dla wszystkich poziomu cenowego marki Fort, aż do o wiele wyższych – jak w przypadku produktów MK Cafe Fresh, gdzie konsument może spróbować kaw świeżo palonych z wyjątkowych plantacji. Klient dostaje produkt świeży – praktycznie kilka dni od momentu uprażenia. Wybieramy ziarno z najlepszych plantacji z różnych krajów i regionów na świecie. Tutaj warto wspomnieć o kawie Jamajka Blue Mountain. To jeden z najdroższych na świecie gatunków ziarna – specjał dla wyrafinowanych koneserów.

Premiumizacja związana jest również z rozwojem segmentu kawy ziarnistej, który jest najbardziej charakterystycznym trendem na rynku kawy ostatnich lat. W tym obszarze Strauss Cafe oferuje kilka produktów detalicznych, w tym popularną ziarnistą MK Cafe Premium – stuprocentową arabikę z Brazylii i Kolumbii.

Które rodzaje kawy są najbardziej popularne wśród polskich konsumentów. Czy w kwestii kawowych preferencji bardzo różnimy się od konsumentów z innych państw Europy?

Polski konsument lubi wyraziste kawy o pełnym smaku, ale nie mogą być kwaskowate, co z kolei preferują konsumenci w Niemczech, Holandii czy w Skandynawii. W związku z tym w Polsce musimy dobierać takie składniki, które będą dawały smak i aromat bardzo dobrej arabiki, a jednocześnie nie będą wnosiły nut kwasowości. Stąd popularność kaw południowoamerykańskich, głównie brazylijskich, ale również arabik pochodzących z Azji. Sztuka kompozycji mieszanek jest tutaj bardzo ważna. W naszych produktach duży udział stanowi kawa brazylijska – arabika brazylijska – która jest arabiką niemytą, dzięki czemu ma niższy poziom kwasku. Często też dodajemy „kolumbię”, która jest arabiką mytą. Wnosi ona specyficzne nuty smakowe i aromatyczne.

MK Cafe Fresh – czyli kawa świeżo palona. Jak sprawdził się koncept sprzedaży tej kawy on-line?

Koncept kawy świeżo palonej zdobył sobie wiernych klientów i wciąż przyciąga nowych. To propozycja z najwyższej półki, a zatem nie jest tak powszechna jak inne nasze linie produktowe. Przyciąga zwłaszcza tych konsumentów, którym zależy na wyjątkowo intensywnych doznaniach smakowych i aromatycznych, co zapewnia kawa świeżo palona. Dodatkowo oferta on-line umożliwia ciągłe wprowadzanie ciekawych nowości do portfolio – na przykład kaw z różnych plantacji, w tym legendarnych kaw, jak wspomniana wcześniej Jamaica Blue Mountain lub Red Geisha. Proponujemy swojego rodzaju podróż po bogatym świecie smaków kawy, co wydaje się być ciekawą propozycją dla coraz bardziej wymagających konsumentów.

Przejdźmy do handlu tradycyjnego. Proszę podpowiedzieć naszym Czytelnikom – właścicielom sklepów, które kawy powinny znaleźć się na półce małego, osiedlowego sklepu spożywczego?

Półka sklepowa powinna całkowicie odzwierciedlać sytuację rynkową, zarówno tę obecną, jak i przyszłą oraz uwzględniać udziały rynkowe w danym formacie sklepów w ujęciu regionalnym, ale również ogólnopolskim. Ważna jest także dynamika zmian poszczególnych kategorii i brandów kawowych. Sklepy powinny posiadać „reprezentantów” wszystkich kluczowych kategorii kaw w danym formacie sklepów (mielona, instant, ziarno) oraz produkty, które mają solidną strategię producenta wspartą silnymi działaniami marketingowymi zarówno na poziomie ATL, jak i BTL dającymi szansę zyskiwania dużej dynamiki sprzedaży w przyszłości. Biorąc pod uwagę kurczący się udział sklepów delikatesowych, ten segment rynku może być ciekawą ścieżką rozwoju dla małych sklepów. Poza tym convieniecne i świeżość mogą być pozytywnymi wyróżnikami dla małych sklepów. Rzecz w tym, aby dobrze rozpoznać grupę celową nabywców w najbliższej okolicy i zapewnić im coś, czego nikt inny nie dostarcza, np. MK Fresh.

Czy instalowanie ekspresów kawowych w sklepach osiedlowych jest dobrym kierunkiem na pozyskiwanie nowych klientów i rozwój sklepu?

Myślę, że kawa której klienci mogą się napić bezpośrednio w sklepie z ekspresu – „bean to cup”, czyli zmielona na miejscu i parzona ze świeżego ziarna – to jest bardzo dobry kierunek dla rozwoju placówki handlowej. Jednak zalecałbym kupowanie świeżego ziarna, ponieważ w wielu miejscach – niestety – ziarno niekoniecznie jest świeże, co psuje efekt. Jeżeli mieli się świeżo uprażone ziarno, to sam zapach jest taki, że od razu rośnie apetyt. I to jest to! Zapach jest najistotniejszy. Pierwszym zmysłem, na który reagujemy jest właśnie zapach a siła oddziaływania tego zmysłu jest bardzo duża. To z kolei z pewnością przełoży się na większe zakupy kawy w tym sklepie.

Czy dysponujecie jakimś specjalnym programem wprowadzania ekspresów do sklepów?

Jesteśmy bardzo zainteresowani tym, aby wprowadzać ekspresy do sklepów i dostarczać kawę. Część naszego biznesu „Away from home”, zajmuje się już tymi projektami i bardzo chętnie podejmuje współpracę. Realizowaliśmy różnego rodzaju testy z różnymi sieciami handlowymi. Największy problem w sklepie polega na tym, że ktoś tym ekspresem musi się na bieżąco zajmować, trzeba dolać wody, wysypać fusy, posprzątać. Ale zapewniam, że warto włożyć tę odrobinę dodatkowej pracy, by uzyskać pożądany efekt. W takich sklepach również marżowość jest nieporównywalnie większa z innymi produktami.

Proszę opowiedzieć o palarni kawy w Swadzimiu – jednym z najnowocześniejszych zakładów w Europie.

Nasza palarnia kawy w Swadzimiu ma już ponad ćwierć wieku. Wielu naszych pracowników pracuje tutaj od początku, kumulując wiedzę i doświadczenie. Mamy przedstawicieli nawet trzech pokoleń pracowników, kiedy wiedza i miłość do kawy przekazywane są z ojca na syna. Jest to dla mnie powód do radości i dumy, kiedy widzę, że pracownik przyprowadza swojego syna czy córkę do naszego zakładu i chce aby również u nas pracował. To dowód na to, że można tutaj znaleźć swoje miejsce i rozwijać się.

Jeżeli chodzi o aspekt techniczny, to nasz zakład wyposażony jest w urządzenia renomowanych firm, takich jak Probat, Bosch, Rovena, czy SIG – „mercedesy” w branży kawowej. Są to maszyny o dużej wydajności i niezawodności, dzięki którym nasi doświadczeni pracownicy osiągają bardzo wysokie wskaźniki efektywności (OEE powyżej 85%).

Jednak zakład to nie tylko ludzie i maszyny, ale również systemy zarządzania. Jesteśmy pierwszą firmą w przemyśle spożywczym, która uzyskała certyfikat systemu zarządzania ISO 9000 w roku 1996. Obecnie te systemy są znacznie rozbudowane, gwarantując niezmienną jakość i bezpieczeństwo produktów. W ostatnich latach wdrażaliśmy też systemy Lean Manufacturing, które w znaczny sposób przyczyniły się do poprawy efektywności i niezawodności. Dwa lata temu wybudowaliśmy też Manufakturę – oddzielną małą fabrykę, w której produkujemy MK Fresh, łącząc tradycję z nowoczesnością. Zakład produkcyjny to żywy organizm, który ciągle dostosowuje się do potrzeb rynkowych, rozwija się aby zapewnić dostępność, jakość i efektywność.

Prowadzicie również sprzedaż eksportową..

Tak, na eksport kierujemy ok. 25% naszej produkcji. Główne kierunki eksportu, to Ukraina, kraje bałtyckie i Dania.

Jak aktywni jesteście w kanale HoReCa?

Kanał HoReCa jest dla nas bardzo ważną częścią działalności, jesteśmy w nim obecni od 1995 roku i docieramy do ok. 2 tysięcy klientów. Staramy się być tam aktywni z tego względu, że widzimy dosyć szybki wzrost spożycia kawy „bean to cup”, szczególnie na stacjach benzynowych, czy w sklepach detalicznych. W kanale tym proponujemy MK Professional, a ostatnio również MK Fresh.

Plany na 2019 rok to…

Dalej się rozwijać i wciąż rosnąć – to są dla nas najważniejsze hasła. Chcemy rosnąć stabilnie i systematycznie w związku z tym na pewno bardzo mocno będziemy budować markę MK Cafe i markę Fort. Będziemy wyraźnie rozwijać zarówno marki, jak i segmenty produktowe. Jeśli chodzi o zakład produkcyjny, to realizujemy kolejne inwestycje – zakup dwóch maszyn pakujących oraz rozpoczęcie prac nad rozbudową hali produkcyjnej i magazynowej. Będziemy też kłaść duży nacisk na rozwój kompetencji i zaangażowania pracowników.

Dziękuję za miłą rozmowę
i życzę dalszych sukcesów!
Tomasz Pańczyk
Redaktor Naczelny



tagi: MK Cafe Fresh, Jacek Guner, Strauss Cafe Poland Sp. z o.o.,


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Strict Standards: Non-static method DB::isError() should not be called statically in /__handel2/config/db.php on line 51