Jan Nowakowski discusses Genesis Fresh’s strategy for the new apple season, including expansion into Asian markets, participation in major trade shows, and the challenges posed by climate change and seasonal worker shortages in Poland
Jan, what is Genesis Fresh focusing on right now?
Jan Nowakowski: We are entering the new apple season with expectations of a slightly larger crop compared to last year. This gives us the opportunity to expand our exports, particularly to overseas markets.
In the coming weeks, we will be present at Fruit Attraction in Madrid, where we look forward to meeting clients and partners, reviewing the past season, and exploring opportunities for the new one. Looking further ahead, we are excited to announce that we will exhibit at Fruit Logistica 2026 with our own stand, showcasing our products
What is your product mix?
JN: Our core business is built around apples, offered in a wide range of varieties, packaging formats, and tailored services. We supply them year-round to many European markets.
Beyond apples, we export blueberries, plums, raspberries, and other soft fruits, as well as a strong range of vegetables including tomatoes, peppers, aubergines, zucchini, and green beans. Our reach extends across most EU countries, ensuring reliable and diverse supply programmes for retail partners.
What volumes do you export?
JN: Each year, we export around 30,000 tonnes of fruit – primarily apples – and approximately 20,000 tonnes of vegetables. While apples are available almost year-round, many soft fruits and vegetables remain strongly seasonal, with supply concentrated from early spring through late autumn.
How is your varietal mix evolving?
JN: Consumer preferences in fresh produce evolve rapidly, and our strategy is to stay aligned with these trends.
In apples, demand is strong for sweet, crunchy, and well-coloured varieties such as Gala, Red Chief, and Golden Delicious. Preferences differ between markets – some favour a red blush on yellow apples, while others lean toward greener shades – so our product portfolio is designed to cater to this diversity.
Are there any new markets that are exciting you?
JN: Since 2010, we have been well-established across Europe, from Scandinavia to Portugal and Greece. Following the Russian embargo, we diversified successfully, building a strong international presence and exporting apples to Asia, Africa, and North America. In the past four to five years, we have also expanded into South America.
This diversification not only secured our position but also allowed us to explore and plant new varieties aligned with specific market needs.
How do uncertain variables like climate change and trade tariffs affect your company, and how do you adapt?
JN: In fresh produce, the greatest uncertainty stems from weather, which increasingly affects yields and quality from year to year.
While geopolitical challenges can influence logistics, our business model is flexible, allowing us to redirect exports swiftly if necessary.
Climate change and the long-term impact of global warming remain our main concerns for the future.
What do your key customers demand from your products?
JN: Poland plays a vital role in supplying fresh produce across Europe. Our customers value consistent availability, reliable volumes for both regular programmes and promotional campaigns, and fruit that meets high quality standards.
Polish apples are particularly appreciated for their unique flavour and naturally lower MRL residue levels compared to other European origins, which makes them increasingly attractive to health-conscious consumers.
What are your aims for the rest of 2025 and beyond?
JN: At present, the harvest is our priority, with the main challenge being the shortage of seasonal pickers. Timely harvesting is crucial to preserve quality and freshness.
Looking at demand, we expect strong interest from European buyers, but also growing opportunities in Asia – especially India and other Far Eastern countries – where Polish apples are gaining recognition.
We believe the strength of Polish fresh produce lies in its quality, diversity, and adaptability to market needs. With every season, we aim to strengthen our global presence and continue building long-term partnerships with retailers and distributors worldwide.
