Retail in Detail/Fresh Food 2011

Dear players on the fresh food market,

we thank to those of you who belonged to more than 150 representatives of producers and distributors of fresh food, who came on 23rd March 2011 to the conference Retail in Detail/Fresh Food 2011 to discuss state and perspectives of the fresh food market. Already the opening presentations of analysts clearly signalized that commonly mentioned phrases about extreme price sensitivity of Czech customers and their low loyalty towards domestic food products differ from reality. Research of GfK presented by Ondřej Tomas, confirmed that quality, good reputation and origin of the products are key factors influencing shopping.

Czech fresh food market starts to show first glimpses of trends present on developed markets. As the presentation of Micaela Schantl from Austrian government agency AMA – Agramarkt Austria Marketing – showed, Austrian consumers continually increase their expenses for fresh food and average price of the bought goods in last ten years continually grows, almost only in relation to the quality uplift of the purchased goods. The most visible trend is focus on regional brands and also organic assortment expansion continues mainly in relation to its massive spread for affordable price, under private organic labels in discount shops.

Zdeněk Skála from Incoma-GfK confirmed the key importance of fresh food for image enhancing and overall differentiation of retail chains. Globus Hypermarkets clearly profile, from the view of customers, by their offer of meat, Lidl by its offer of fruit and vegetables and Interspar by its offer of pastry and delicatessen. Martin Ditmar, Spar CEO, in the following presentation commented the vision to go even further and transform their stores into freshness galleries.

Also case studies were accepted very well by participants. Simona Sokolová, OLMA CEO, introduced strategy based on marketing investments efficiently concentrated to traditional Czech brands Zlatá Haná and Florián. Stanislav Sekyra from MAKRO Cash & Carry, evaluated the best speaker of the conference, described on the example of selling fresh fish the long and systematic path of his company during building profitable fresh assortment category. Presentation of practical experience of František Komora with Crocodille expansion on abroad markets was evaluated as a real export textbook.

The last session of the conference belonged to discussion on future of the Czech fresh food market, moderated greatly by Martin Mařík from Ekonom magazine. The discussion panel was highly representative and it included representatives of big companies (including the owner of Agrofert Holding, Andrej Babiš) as well as of middle-sized and small companies. Important part of the discussion focused on mainly political topics and call for equal conditions for business and consolidation and strengthening the governmental support and market control. Very interesting impulses were brought to the discussion by representatives of smaller companies, who probably feel the best the market heartbeat and growing requirements of customers. Discussion contributions of Radim Petratur, representative of nalok.cz – Nakupujte lokálně (Buy regionally), owner of Liberec Bakery Jiří Bláha or Jan Prantl, co-owner of family butchers company, were a real exhibition of ideas and positive thinking, as well as the inspirational contribution of Jaroslav Froulík, CEO of Jednota České Budějovice, who is organizing Farm Trades directly in his COOP TERNO hypermarket and is initiator of regional brands support and development. Speech of Nguyen Nam, representative of Vietnamese entrepreneurs in ČR, was also refreshment of the discussion. Their stress on cooperation can be a real example to Czech colleagues in many aspects, and as participants agreed, without mutual cooperation smaller entrepreneurs can hardly achieve anything on the demanding Czech market.

Allow us to thank you again for your participation and opinions you expressed in questionnaires. For all we quote at least one:

„It was a helpful meeting showing state of the industry, which has a lot of work ahead.“

May your work is successful!

We are looking forward to meeting you at some of the following conferences of the series Retail in Detail.

On behalf of organizers


Barbora Krásná
Partner
Blue Events