Friday, 27 November 2009 13:35
U Jędrusia
OWNER: Andrzej Krupiński
OPERATIONS: Food & Beverages
ESTABLISHED: 1979
EMPLOYEES: 277
REVENUE: 50 mln PLN for 2009
www.u-jedrusia.pl
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Present on the Polish market for more than 30 years now, the company PGPH “U Jędrusia” has become one of the largest and most recognised manufacturers of ready-made food – fresh and frozen, salads, jarred dishes and handmade premium products. Its excellent reputation is guaranteed by the recipes of Old Polish traditional cuisine and the flavour of homemade cooking. The firm supplies all leading hypermarket chains in Poland. The products of “U Jędrusia” can be also savoured at its brand name delicatessen stalls and Lunch Bars. While serving customers and multiplying revenue, the company takes equal care to attend to its workforce and help protect the environment.
Written by: Bartosz Sowiński
Recipe for Success
In 1979, when Mr. Andrzej Krupiński and Mrs. Maria Krupińska set up a small restaurant at 12 Stradomska St in Krakow, he may not have been aware then that he would achieve a standing of a Polish private enterprise pioneer. Although “U Jędrusia” came into being rather modestly as a one-man private company employing 6 people and offering 30 dining places, the original profile of activity soon began to pay off, as it earned profits better than expected and sparked off a rapid growth. From the outset the owners knew they would like to focus on Old Polish traditional cuisine. The first clients used to visit the restaurant to enjoy the taste of homemade cooking, but they would drop by for its unique ambience too. Nevertheless, the initial stages of the venture were not as easy as it may seem since the 1980’s in Poland were the testing era for Polish private initiative. Despite the hard times the company did not come down a peg and gradually gained an excellent reputation, the testimony of which are competitions and prizes respectively won and awarded at the time. Shortly the business underwent transformation. It is worthwhile to notice it took place in 1989, that is at the dawn of the revolution in Polish economy. It was then that “U Jędrusia” company seized the opportunity and took over the storage area of 200 sqm from Manufacturing Cooperative “Naprzód” in the outhouse on Stradomska. There, in the space adjacent to the restaurant, the firm started turning out food. What looked like a small scale experiment merely, soon proved an unprecedented success when dumplings, stuffed cabbage rolls and other readymade dishes via cooperative shops became available to individual customers. The capture of more space allowed for manufacturing frozen food. The popularity all these products enjoyed among clientele eventually reshaped the company’s profile and, “U Jędrusia” once a restaurant, became a food producer. That is how in entered the 1990’s.
Defining Moments
The watershed that came to pass in Polish economy then made the entrepreneurs vastly insecure as their hard work seldom bore any instant fruit. Thus, the era between 1989 and 1995 should be recorded as turbulent and unstable not only in the chronicles of the domestic market but also in the archives of the Krupińskis’ company. And it was not until new hypermarkets took Polish retail by storm that such state of affairs came to an end. As the business partners of unparalleled resources appeared on the market, many ventures, including “U Jędrusia”, stood a good chance of massive expansion. Having spotted first harbingers of prosperity that the cooperation with supermarket chains brought about, the owner of the company decided to keep going and establish liaison with an indisputable trade giant. Established in Poland in 1993, Makro Cash & Carry, as it is the giant in question, dwarfed its competitors in wholesale at once. It was equally a promising opportunity and a formidable challenge for the Krupińskis’ enterprise, which nonetheless was taken up in an exemplary manner. Despite some difficulties on the way, as Makro management initially regarded “U Jędrusia” as a producer to small to meet its demand, the company lest it should waste the opportunity, channelled all the efforts and adjusted the scale of production to the requirements. Hence fresh packaged as well as frozen food with the company’s trademark soon appeared in Makro’s stores. Owing to various promotional campaigns and frequent tasting events the products began selling well not just around Krakow but in Poland as such, which made it possible to increase employment and invest in a new factory floor and a chain of distribution. Subsequently, the business won over new associates, such as Carrefour, Geant, Tesco, Auchan i Leclerc supermarkets. It is there that the company supplies traditional, catering and confectionery solutions as well as readymade food and salads packaged individually. “U Jędrusia” keeps in mind where its roots are, however, and, therefore, keeps expanding the brand name Lunch Bars and delicatessen stalls where customers can savour high quality traditional dishes.
Technological Power Base
Constantly investing in innovative technologies, logistic solutions and electronic systems, the company spares no effort in order to enhance the standards and quality of production. The biggest food producer at the moment, employs an army of 277 dedicated workers supplying all country scale retailers as well as its own bars and shops. In May 2004 the company became entitled to do trade within EU and obtained vet identification number. Currently, it exports its goods to Germany, UK, Ireland, Greece, Israel, Ukraine and Usa among others. Despite a notable success the owners, management and workforce alike are not going to sit back as they know how hard it achieve recognition. The “U Jędrusia” people are bent on to enlarge the scope of the enterprise and satisfy customers’ needs. They do so by means of exploring new possibilities, increasing production and extending the offer. Consequently, a newly developed Readymade Food Factory in Morawica near Krakow must be called their crowning achievement. The plant takes up a space of over 3000 sqm, which makes it possible to turn out 12,000 tones of ready product every year. Its foundation stones were laid in 2002 already when the plot was purchased. Shortly after, in January 2003 the builders started to work at a full steam, once the company signed the agreement with Agency for Restructuring and Modernisation of Agriculture and thus obtained the funds of 4 mln PLN. The plant is supplied by a 25 ha size farm where indispensable in the production process vegetables are grown and stored. The production itself takes place on automatic lines further supported by specialised transport with independent logistics. State of the art technologies and HACCP quality system make a warranty of impeccable hygiene and top grade manufacturing output. Whereas storage temperatures tested there extend the dates of expiry, the traditional recipes enable the customers to enjoy the flavour of homemade cooking. Due to suitable certificates the plant provides food for the army too. They are also planning new investments, about which speaks the company’s Technology and Investment Director, Mr. Maciej Krupiński: “The plant in Morawica has a vast reserve of equipped land suitable for investment. In near future we are going to develop brand new logistics storage space and salad production plant as well as extend the dumpling and croquet filling processing factory.”
Tasty and Affordable Products
These investments are absolutely vital as the demand for food with the “U Jędrusia” trademark is increasing rapidly. That means only one thing – the victuals offered by the firm taste well and people take pleasure in eating them. As Mr. Andrzejewski suggests, in comparison with main competitors the company’s offer proves exquisite and it is owing to “the wide range of products – handmade and machine-made, including salads, chilled and frozen food. It is also to availability on the domestic market and abroad.” The sheer length of the dishes listed looks impressive enough as it comprises: fit and premium products, chilled and frozen food, traditional, handmade, readymade and jarred dishes made with meat, poultry and fish as well as containing mayo and various sauces, children and vegetarian delicacies and, of course, diverse salads. “U Jędrusia” is particularly renowned for its scrumptious regular and potato dumplings, croquets, stuffed cabbage rolls and pancakes. Nonetheless, the wide selection of goods along with heir exceptional quality proves insufficient to strike the attention of oversaturated and competitive contemporary market. In order to earn trust of new clientele the company’s experts implement carefully devised strategies, which Mr. Andrzejewski presents as follows: “We are persistently striving to establish our brand name on the market. We advertise ourselves through different channels such as press, media and the Internet dealt with by Mrs. Katarzyna Krupińska-Andrzejewska. We also conduct a series of promotions including shows, tasting events, discounts and free of charge distribution. We conduct a market research every year. We do our best to make the products within everyone’s means.” Thus, there are two fundamental principles inherent in the company’s marketing policy. Firstly, food manufactured there should boast gourmet-like quality. Secondly, it must be affordably priced.
Mission – Clients, Workforce, the Environment
The Krupińskis’ people know that their prosperity relies heavily on client’s satisfaction. That is why customer care remains in the centre of their attention. With the aim of catering to heir needs the firm keeps improving quality, which is substantiated by various awards and honours: Agro Polska 2001, Polski Producent Żywności 2002 and “Dobre bo Polskie” certificate. As Mr. Andrzejewski elaborates on the company’s mission: “We see our mission in securing quality of products and promoting work ethics. We give full measure to live up to our good reputation. We are passionate about what we do and go all out in order to achieve perfection.” Apart from customer care, there are two more guiding principles at “U Jędrusia”, namely work satisfaction and protection of the environment. It is for employee’s good that the HR policy has been devised and implemented and thus secured steady jobs, ongoing training and possibility of promotion. The firm prides on being reliable and solvent. The environmental policy is in turn put into practice by means of recycling and segregation of the after production film, cardboard, metal, glass and organic waste further received and processed by specialised contractors. Last but not least, this year the factory in Morawica has completed the development of modern sewage treatment plant.
