Jan Nowakowski of Genesis Fresh says that ensuring consistent quality and maintaining reliable supply remain the priorities
The European apple market has become increasingly demanding in recent years. Weather conditions, changing production volumes, geopolitical tensions and rising logistics costs all require exporters to react faster than ever before.
At Genesis Fresh, we see these challenges not as temporary disruptions, but as the new reality of international fresh produce trade.
The 2026 season has so far been characterised by uncertainty. Spring frosts affected many growing regions across Poland, although the impact varied significantly depending on location and variety.
While it is still too early to fully assess the final crop, weather conditions have increased uncertainty about the overall European harvest.
As always, the final balance between supply and demand will depend not only on production volumes, but also on fruit quality and storage performance.
Despite these conditions, our priority remains unchanged: delivering consistent quality and maintaining reliable supply for our long-term customers.
Over the years we have learned that flexibility, transparency and honest communication are often just as important as the product itself.
Genesis Fresh specialises primarily in apples, supplying a broad portfolio of varieties throughout the season.
Gala, Red Jonaprince, Golden Delicious, Red Delicious, Idared and Champion continue to form the backbone of our programme, while premium club varieties are becoming increasingly important as retailers seek greater differentiation. We also supply pears on a selective basis.
Our business has always been export-oriented. Scandinavia remains one of our most important destinations, where we have built long-term partnerships with retail customers over many years. We also supply customers across Western Europe and continue developing business in selected overseas markets.
We are currently exploring further opportunities in Central and South America, as well as selected markets in South-East Europe.
Customer expectations continue to evolve. Price remains important, but today retailers increasingly value consistency, dependable service and the ability to react quickly to changing market conditions.
Consumers also expect excellent eating quality, attractive appearance and products that have been grown responsibly.
Like every exporter, we operate in an environment shaped by global uncertainty.
Ongoing geopolitical conflicts, fluctuations in transport costs, labour availability and changing trade policies all influence the way fresh produce moves around the world.
Planning has become more complex than ever, making flexibility throughout the supply chain a significant competitive advantage.
Diversifying markets and maintaining close communication with both growers and customers helps us respond effectively when unexpected challenges arise.
Looking ahead, we remain optimistic. Demand for high-quality European apples continues to exist across many international markets.
Companies that invest in strong grower relationships, consistent quality and long-term customer partnerships will continue to find opportunities, even in a more volatile global market.
