Wednesday, 03 December 2008 10:03Polska Woda Sp. z o.o.
PRESIDENT: Krzysztof Jatczak
OPERATIONS: Food & Beverages
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Present on the Polish market since 2001, Polska Woda has emerged as one of the leading manufacturers of spring water in Poland. Primavera stands out as a high quality and innovative product, which has already gained recognition from consumers and social organizations.
Written by: Anna Chudzik
A new player with aspirations
Polska Woda appears to be a relatively new company in its business, but it has already managed to achieve great success. Everything started with the choice of location for the plant, which was crucial to the whole undertaking. The Primavera plant is situated in the heart of Poland, in Aleksandria, where the nature reserve guards a priceless treasure – clean water, which was accumulated underground for ages. Primavera, drawn from 473 metres, thanks to the spring’s depth and the natural filtration process, is well isolated from external factors, which makes is it free of chemical and microbiological pollution. From the very beginning of its activity, the company has aspired to become the leader in innovation and, therefore, placed particular attention to advanced research, which would help to live up to various expectations of customers. The great success came with the first favourable opinions of customers and independent research centres. Among the most notable landmark events in the history of Polska Woda one could enumerate the favourable opinion of Primavera expressed by the Children’s Health Centre (Centrum Zdrowia Dziecka) in 2004, which attests that the water is recommended for expectant mothers, breastfeeding women and infants. Another breakthrough took place in 2005, when the company introduced a new economical 6-litre cuboid-shaped bottle, which can be kept in horizontal position. Next, in 2007 the market saw the lightest PET bottle, which was brought out of concern for the environment and the customer’s convenience. But more was yet to come.
Winning customer trust through innovation
Polska Woda has always satisfied its customers, who were able to appreciate its innovative approach to their needs. In 2008 Primavera was awarded with the “Produkt Roku” (Product of the Year) title for Innovation. Product of the Year – Consumers’ Choice is a survey carried out in Western Europe for more than ten years. In Poland it is conducted by TNS OBOP (a public opinion research centre). In the category of food products, 5000 respondents choose those which, in their opinion, seem the most attractive and reliable in a given category. In 2009 the carbonated version of Primavera was awarded with the same title. Both of them had also received “Złoty Laur Konsumenta” (Consumer’s Golden Laurels), in the biggest consumer programme in Poland, thus joining the group of brands which gain the greatest recognition and popularity among people. So what does the company’s innovation consist in? First and foremost, it is basis weight and functionality of Primavera bottles, which are the lightest models available on the market. Thanks to cutting-edge technological solutions, Primavera was able to save 1210 tons of PET pellets, 445 tons of shrink wrap and 141 tons of paper in recent years. Currently, the 0.5 litre Primavera bottle weighs only 13.3 grams, while the average bottle weight on the Polish market is about 19 grams, and the lightest rival has the weight of about 16.5 grams. Additionally, the basis weight of the Primavera 1.5 litre bottle is only 27.8 grams. By contrast, the average weight of such a bottle in any other company is approximately 34 grams. Polska Woda also puts a lot of effort into reducing the consumption of raw materials, which makes Primavera relatively cheap. The affordable price is obviously another factor which contributed to winning the customer trust. Thanks to all those efforts, the circle of satisfied consumers of Polska Woda is broadens every year. The customer satisfaction would not be possible without the company’s employees, who have strenuously worked for the common goal, thus constituting the strategic potential of the enterprise. At the moment Polska Woda employs 90 people, whose expertise, long-standing experience, novel ideas and enthusiasm for work contribute to the development of the company. Since launching the production in the plant, the number of employees in Polska Woda has doubled, which attests that human potential seems invaluable here. The team of eminent engineers and technicians is truly dedicated to the company, whose authorities foster open discussion and remain constantly ready for innovative solutions. Each and every project undertaken by the team is brought into a successful conclusion. Such a pro-active and responsible approach characterizes all staff members.
As clear as crystal
What is the factor determining the popularity of the Primavera water? The answer is as simple as that: its unique taste, combining natural sweetness and uncommon purity. Currently, Polska Woda has got three versions of Primavera on offer: noncarbonated, carbonated and fruit-flavoured. The last one is available in two flavour versions: lemon and orange one, but neither of them contains artificial sweeteners and colours. Primavera comes from one of the main exploitable aquifers in Poland. On its long way down through the various layers of earth, the water absorbs minerals, and then undergoes the process of natural filtration which makes it free from all contaminants. Primavera is drawn from the Lower Cretaceous formation, which means that the filtration process took place hundreds to thousands years ago. Primavera contains a beneficial level of minerals, optimal for the human organism, especially for children, because as spring water, unlike the mineral one, it contains less amounts of the minerals which can be harmful in excess, e.g. sodium. It also means that it is fit for people with high blood pressure, or kidney diseases, and also for those who take medicines. Since it is recommended by the Children’s Health Centre, it is perfect for children’s meals preparation. On the other hand, calcium and magnesium, which can be found in Primavera, are indispensable for the normal functioning of our organisms. Its refreshing taste cannot be replicated by other waters. According to ACNielsen, customers who tasted Primavera once, became its loyal consumers. The quality and taste result also from the production technology, which is aimed at keeping the water clean. Therefore, Polska Woda lays particular emphasis also on the bottling process. Each bottle of Primavera undergoes a series of meticulous production procedures, ranging from manufacturing and transporting it to a bottling plant, to rinsing and filling it with water. Thanks to the top-of-the-range technology and the HACCP system, the bottles are protected from pollution and kept safe.
Constant willingness to develop
Polska Woda, in spite of its unquestionable achievements, continues its work on the innovation in the products. This year Polska Woda has already automated and doubled the production capacity on the 6 litre bottles production line. As for the next year, the company is planning to start building a new plant floor. Moreover, it is about to launch a new production line for the 1.5 litre bottles which would weigh only 23 grams. Finally, it is going to start the production of lemon flavoured tea, which involves launching yet another production line. Polska Woda defines success in terms of customer confidence, but actually each and every accomplishment makes the company feel proud. Apart from the aforementioned distinctions, one of them would be the choice of the manufacturing plant location, which is the edge of the forest in a holiday resort Sokolniki. “The plant functions in perfect harmony with nature and the surroundings and does not disturb the peaceful life of the inhabitants,” said Krzysztof Jatczak, the Board President of Polska Woda. Another commendable feature of the company is its non-business activity. Primavera sponsors various social projects, supports schools, institutions, cultural and sports events and organizations, e.g. the cyclists from Primavera EST Team. Recently, Polska Woda has supported the “Odyseja Rowerowa” (The Bicycle Odyssey), which is one of the most important bicycle race in Poland. Moreover, it has been involved in the projects aiming to protect animals or helping the disabled. As the company admits, it tries to lend its hand within its capabilities to anyone in need. If people drink Primavera, it means they are concerned about their health. “Primavera” means “spring” in Italian and, as Polska Woda believes, the water provides people exactly with such a spring like, refreshing sensations.