Sady Grójeckie Association is leveraging strong consumer positioning through Nordic campaigns, environmental initiatives and product development
The last few years, and particularly 2025, have offered Grójeckie apples from Poland increased exposure, as the Sady Grójeckie Association looks to take advantage of what is seen as a strong consumer position for the fruit. The association’s Maciej Majewski points to several key events that have had a positive impact on the development of the apple, which has protected geographical indication (PGI).
“One of these key elements is the launch of the three-year ‘Bight Right’ campaign promoting the Grójeckie apple in the Swedish and Finnish markets,” he tells Fruitnet. “This information campaign is primarily aimed at consumers, but it also includes B2B activities such as trade missions.”
Another major project, he says, is the purchase of a new exclusive scab-resistant variety, although it is deemed too early in the process to offer details, while the association is also pleased that its apples were used as a symbol of the Polish EU presidency.
Environmental and marketing initiatives
According to Majewski, the association is currently observing a strong pro-consumer trend, reflected in the intensification of pro-environmental and pro-quality initiatives.
“This is now the second season of the new internal regulation regarding limited pesticide residues in Jabłki Grójeckie PGI,” he explains. “This change has been approved by the European Commission, and our apples meet twice the stringent requirements required by the European residue standard (50 per cent MRL). Our association was also invited to join the European Consortium, which submitted a project under the Horizon project. The project we are participating in, called LivingSoil, received funding, thanks to which our ten members established a LivingLab, which investigates alternative methods for maintaining soil in apple orchards without the use of herbicides.”
The association is currently running its third campaign promoting Grójeckie Apples in Poland, with the current effort “drawing on the deepest roots of our heritage”, under the banner ‘Grójeckie Apples PGI – Sign of Royal Taste’. Conducted primarily online and in outdoor spaces, the campaign targets a key demographic of women aged 25-55. Majewski notes that the campaign budget is PLN1.4mn, with 70 per cent funded by the EU and the rest drawn from the Fruit and Vegetable Promotion Fund. And the campaigns are having a positive effect.
“Our products are doing very well in the market; the Sady Grójeckie and Jabłka Grójeckie PGI brands are so recognisable that we’ve once again had to fight counterfeits,” he confirms. “Our Jabłko Grójeckie PGI has always stood out in the market not only for its quality but also for its thoughtful marketing efforts, and our unconventional white packaging with a woodcut design has already found imitators. However, the white cardboard tray with a ribbon surrounding the beautiful apples is truly unique. The Sady Grójeckie brand is a response to the expectations of customers who needed a consistently high-quality, safe measure of fruit and fruit preserves, packaged in beautifully designed packaging.”
Local strength, global growth
Poland’s domestic market is the most important one for Grójeckie Apples, with growth ongoing and optimism for sales increases both locally and globally. Interestingly, however, the largest sales increases are being recorded in other fruits from Grójeckie orchards, such as pears, plums and blueberries.
“Regarding the Grójeckie Apple PGI itself, we see a growth opportunity in the introduction of a new variety to the market, as well as in new advisory programmes implemented by our members, which aim to improve the quality of existing varieties for long-distance shipping,” Majewski comments. “At the same time, we are developing the Grójeckie Apple preserves segment, which we currently distribute through our online store and direct deliveries to Warsaw hotels and restaurants. Currently, our most important product is the Chmielone Apple, our patented apple juice blended with hops.”
Other products in which the association sees potential for global distribution include a milk fudge candy with added apple sauce, and a functional drink that reportedly improves memory, concentration and has neuroprotective properties, called the Apple Neuro Shot. He also welcomes the fact that juices and apple chips are being sold in schools, where they are being “very well received”.
For the year ahead, Majewski says he expects to see several new products from the Sady Grójeckie Association, including both fresh and processed items.
“Regarding fresh products, expect further details about our new variety and the introduction of additional fruit varieties under the Sady Grójeckie brand,” he adds. “I think there will be more developments in the area of processed products, but that’s our apple secret.”
