Jan Nowakowski of Polish apple exporter Genesis Fresh says this season has demonstrated the importance of flexibility and diversification
How has the apple season progressed, and has it been a strong one?
Jan Nowakowski: It has developed in a relatively balanced and, overall, positive way. The beginning of the season was not easy – growers’ price expectations were high, while buyers were still cautious. As the season progressed, however, prices adjusted, demand improved, and trade became more fluid. From our perspective, it has been a solid season, built on stability and consistency.
What market trends have you noticed?
JN: This season confirmed what we see almost every year in Poland: good production volumes and strong supply across Europe. At the start of winter, availability tightened slightly as growers moved from regular cold storage to CA storage. Once this transition was completed, supply returned in a smooth and predictable way.
What we clearly notice is that buyers are becoming more selective. Quality, uniformity, and reliability are more important than ever. For exporters like us, this means focusing not only on volume, but also on long-term programmes and flexible logistics solutions adapted to different markets.
How have both the export and domestic Polish markets shaped up in 2025/206?
JN: On the domestic Polish market, demand has been stable but competitive. Large availability naturally keeps pressure on prices, so exports continue to play a crucial role.
Overseas markets have again been a key pillar for us this season. We see particularly good and consistent demand from destinations such as the Middle East, East Asia, India, Colombia and Egypt. These help balance European oversupply and allow for better planning. Europe remains an important destination, but trade there has been slower and more cautious.
Has there been any notable change in your varietal mix?
JN: Our varietal structure remains well diversified. Core varieties such as Gala, Golden Delicious, Red Jonaprince, Idared, Champion and Jonagold continue to perform well. At the same time, we see growing interest in improved Gala clones and better-coloured strains.
Rather than sudden changes, we observe a gradual evolution of orchards toward varieties and qualities that better match export-market expectations.
Does seasonal labour remain a challenge?
JN: Seasonal labour is still one of the biggest challenges in our industry. While some administrative steps have been taken to simplify employment procedures, labour availability and costs remain sensitive topics. As a sector, we are responding by investing more in automation, efficiency and better planning – but this issue is far from solved and continues to influence costs and operational decisions.
Finally, how do you sum up the campaign?
JN: This season once again showed that flexibility and diversification are essential. Large volumes, changing demand and rising costs mean that exporters must constantly adapt. For us at Genesis Fresh, long-term relationships, market diversification and consistent quality remain the foundation of our business.
