Apple group Genesis Fresh has maintained its export volumes and is actively exploring new markets despite a weather-affected drop in volumes this season, according to Jan Nowakowski
What’s the latest news coming out of Genesis Fresh?
Jan Nowakowski: We are preparing to expand into new export markets in Central America, with shipments to Panama and Costa Rica planned for later this year. These markets represent part of a broader diversification strategy aimed at increasing global reach and reducing dependency on traditional European outlets.
At the same time, we continue to develop new relationships with clients across Europe, reinforcing our position in key EU markets and expanding distribution networks in western and southern Europe.
How is the season shaping up, for you and the overall Polish apple business?
JN: For us, the 2025 season is proceeding in a controlled and stable way, despite broader challenges facing the Polish apple industry. According to national estimates, Poland is expected to harvest approximately 3.2mn tonnes of apples this year, a 17 per cent drop compared to 2024. This decline is largely the result of a series of late frosts in April and early May, with nighttime temperatures falling to between −3°C and −7°C for several consecutive nights in some growing regions. In addition, localised hailstorms in June affected early fruit development, reducing yield potential in certain orchards.
Nevertheless, thanks to early protective measures and orchard management, we have been able to maintain our standard export capacity and ensure consistent quality.
What kind of volumes are you handling this season? How does this compare to previous years, and why has it changed?
JN: We will handle approximately 20,000 tonnes of apples this season, which is fully in line with the company’s historical average. Our volume has remained steady over the past several years as a result of continuous investment in orchard renewal, efficient harvest logistics, and long-term customer partnerships. While Poland’s national crop may fluctuate due to weather conditions, our operations are designed for consistency and reliability across varying external factors.
Has your varietal mix changed?
JN: Yes, our varietal structure has evolved significantly over the last few seasons. Where we once focused on more traditional domestic varieties like Idared and Champion, today our production emphasises Royal Gala, Golden Delicious and Jonagored. These varieties align more closely with international consumer preferences and are better suited for overseas transport due to their flavour profile, firmness and visual appeal. The shift is also strategic: these apples are in high demand in both European and emerging markets.
Are there any new export markets being targeted? And how are your established markets faring?
JN: The Polish apple industry is actively exploring and entering new export destinations. For us, Central America is a new route in 2025, with Panama and Costa Rica currently in development as new shipping destinations. We also continue to re-engage Asian markets such as Vietnam and Indonesia, where Polish apples are gaining popularity thanks to their quality and shelf-life.
Our core European markets – including Germany, Sweden, Romania, the Netherlands, and Spain – remain strong and stable. Outside the EU, we continue to export to Egypt, Kazakhstan and India, which show consistent interest and potential for further growth.
How is the business affected by some of the bigger issues facing the world right now, such as global conflict, climate change, labour availability, tariffs and rising costs?
JN: Global challenges continue to influence our industry. The war in Ukraine has disrupted certain trade routes and increased costs, particularly for fuel and insurance, although our key export corridors remain operational. The conflict in the Middle East and resulting instability in the Red Sea region have also led to increased shipping insurance and longer delivery lead times for certain destinations.
Climate change is a constant concern – particularly the increasingly unpredictable spring weather. This year, some of our orchards experienced nighttime temperatures as low as −6°C during critical blooming phases, resulting in visible damage in sensitive varieties.
Labour availability is a challenge across the industry, but we have maintained a stable seasonal workforce and continue to invest in automation where possible. Operational costs – especially for packaging, fertilisers and energy – have risen significantly. However, thanks to long-term planning and close coordination with suppliers, we’ve been able to control their impact on final product pricing.
Tariff regimes have remained largely unchanged in our target markets, but we monitor all regulatory developments closely to ensure smooth and compliant export operations.
