Export management is more than sales - an interview with Rina Oprzanska

She has been involved in exporting since the beginning of her career and understands its dynamics and complexity well. Export management is more than just sales - it's about facing cultural differences, language barriers, legal requirements and logistics on a daily basis.

Her new role involves not only sales development, but also strategic planning and adapting activities to the specifics of each market. In a brief interview, she talks about what she believes are the challenges facing exports today and what changes have occurred in this area over the years, and reveals what steps Dan Cake Polonia is taking to develop its export markets.

I have been with Dan Cake Polonia for eight years and I am mainly responsible for eastern markets such as Ukraine, Lithuania, Latvia, Estonia, Moldova and Azerbaijan, but not only, because under my care are also... the United States! My ambition is to constantly develop and look for new opportunities. This is not a difficult task, because the Dan Cake brand in many countries enjoys high recognition, popularity and is appreciated for its quality.

The past 2024, as well as the previous few years, have undoubtedly been difficult for the entire food industry. On the one hand, there was the outbreak of war in Ukraine and the strikes that followed, high prices, galloping inflation, and on the other hand, the fact that consumers want a certain normalcy, high quality and availability of what they like and care about. Despite these difficulties, our strength lies in our flexibility, knowledge of the markets and long-standing relationships with chains and distributors. We supply our products to countries where we compete not only with cheaper local producers, but also with global players.

Each market is different and requires an individual approach. In the U.S., our sales are driven by the large Polish community - our compatriots are eager to buy products they associate with home, so during the Easter season, for example, our muffins and ramekins are in great demand.

In Ukraine, on the other hand, we are very strong in the fast food assortment - our hot dog and burger buns are well established there.

In the Czech and Slovak markets, we stand out for the quality of our toasted bread, which is highly regarded by consumers there.

Each of these markets requires not only product customization, but also a deep understanding of purchasing habits, distribution channels and regulations. In most export markets we are present with both Dan Cake branded products and other brands, including the retail chains' own brands.

For the food industry, a key challenge when it comes to exports is a longer shelf life, which should go hand in hand with the high quality of a given product. At Dan Cake, we are constantly developing our offerings, hence with export in mind, but not only, we are introducing frozen products to our portfolio. These will include both confectionery and bakery products.

Presence at international food fairs is a permanent feature of our activities. Even the pandemic has not changed the fact that direct contact with each other is important in building business relationships. We actively participate in trade fairs such as Anuga in Cologne, PLMA in Amsterdam, Sial in Paris, Gulfood in Dubai, or the American fairs Summer Fancy Food in New York, Winter Fancy Food in Las Vegas and PLMA in Chicago - both as exhibitors and as guests. We also visit our customers on a regular basis to build valuable relationships and get to know our target markets better.

The food sector is constantly subject to market influences, offering product innovations that respond to consumer trends. The life cycle of a trend has a life span, of course, so you need to keep a close eye on the market to adjust your product offerings at the right moment. When a trend masters the market, you can distinguish yourself from others primarily by quality - and here I mean not only the quality associated with the product, but also a qualitative approach to customers and building business relationships with them.

Personally, I find collaborations that result in the appearance on the market of interesting products that are a combination of the efforts of cooperating brands particularly interesting. I will be able to say more about this soon, because the Dan Cake brand is preparing a very interesting collaboration with another brand, and one thing is certain: it will be tasty!

Our goal is to further increase the share of exports in the company's total turnover - we aim for it to reach 30% of sales. We plan to strengthen our position in the markets where we already operate, but also to conquer new markets where we see potential for our products. Exporting is a huge responsibility and the work of the whole team - without the commitment of our people, who take care of logistical issues, customs formalities and customer contact on a daily basis, nothing would succeed. It's a job that requires precision, where mistakes cost a lot.