Anna Jarema-Kuźniar, CEO of family-run Polish fresh produce exporter Green Best, champions the potential of the country’s fresh vegetables in Europe
Hello Anna. What is the latest news from Green Best?
Anna Jarema-Kuźniar: Green Best is currently experiencing a very dynamic period of development. Year after year, we are expanding our operations, and we are particularly pleased that each season brings new sales records. We are growing despite the challenges facing the entire fresh produce industry – high transportation costs, rising operating costs, and increasingly difficult climatic conditions, such as prolonged heatwaves and droughts.
For us, this confirms that we are on the right track. We want to consistently grow sales and strengthen Green Best’s position as a reliable partner for European customers.
What are the main challenges you are facing?
AJ-K: The fresh vegetable market is becoming increasingly demanding. On the one hand, we are observing cost pressures, particularly in transportation, and on the other, increasing production unpredictability due to climate change. Heatwaves, droughts, and changing weather conditions directly impact product availability and quality, and therefore the entire supply chain.
Our response is primarily growth and flexibility. We are consistently increasing our sales volume, developing partnerships with our partners, and placing great emphasis on quality and timely deliveries. When it comes to fresh produce, you can’t operate in a formulaic manner – you must react very quickly to market conditions.
How is the current market for your product range?
AJ-K: We view the situation positively. Despite the challenges facing the industry, the scale of our operations continues to grow.
Cauliflower has been our flagship product since the beginning, and to this day it remains our strongest sales focus. One of our immediate goals is to reach 1,000 truckloads of cauliflower exported in a single season. We are getting closer to this milestone, and this would be an important confirmation of the company’s scale of development.
We see opportunities in increasing sales of our core products and in promoting more Polish vegetables in Europe. We have great potential in fresh vegetables, including cabbages and root vegetables, while broccoli is also gaining a stronger position.
What do you see for the future of Green Best?
AJ-K: We are constantly looking forward. We started with cauliflower, and it is on this product that we have built our position. Today, we are developing a much broader range of Polish vegetables and are increasingly establishing our presence in European markets.
Our goal is not growth for the sake of scale. We want to be associated with quality, reliability, and stable cooperation, that our partners can rely on even when market conditions are challenging. Our ambition is to become one of the most important suppliers of fresh vegetables in Europe.
What can visitors to Fruit Attraction expect from you?
AJ-K: We see Fruit Attraction as an excellent opportunity to meet with our current partners, and at the same time present Green Best’s capabilities to potential clients. We want to showcase not only our products, but above all, the scale of our operations, how we work, and how we can meet the needs of European customers.
