About the event

Future Private Labels,
25-26 X 2017

The FPL programme’s objective is to create an experience exchange and discussions platform focussed on private labels’ management and future development directions. The upcoming edition of the FUTURE PRIVATE LABELS Poland & CEE programme will be organised under the banner of INNOVATIVENESS introduced by private label owners, both in terms of products as well as ground-breaking strategic tools.


Partners of the fair:

logo_pohid logo_pih logo_puig


logo_pfpz logo_sggw

Media patronage:

Poradnik handlowca Poradnik restauratora Wiadomości handlowe
logo_dlahandlu logo_portal_spozywczy logo_rynek_spozywczy
packaging tworzywa opakowania
logo_ooh logo_zycie_handlowe
logo_living_natural logo_forum_hurtowe logo_handel_w_praktyce
Swiat Druku alterweb cenabiznesu
poland fruits agro industry chemia i biznes
foodmarkets swiat przemysłu kosmetycznego plabel


LIDL private label campaign Poland has never seen before

Private label food products portfolio by Lidl retail chain has been actively promoted in television commercials as equally good or even better than famous brands’ products. This is Poland’s first private labels campaign of this type. The Lidl’s 100 private labels range includes about 1,200 products;  they generate as much as 70 percent of the …


THE BUSINESS-INSIDERS CONFERENCE solely focused on private labels

This year the conference focuses on innovativeness and private labels’ strategic role in competitive advantage development and enhancement of customer loyalty towards retail chains.

The conference speakers lists includes private labels experts from home and abroad – representatives of retail chain management, research agencies as well as those who boast many-year hands-on experience in private label implementation and coordination.


Lecturers 2016:

pmrMagdalena Szot –a retail market analyst. Magdalena Szot  specializes in the sector-related publications, with a focus on Poland and Central and Eastern Europe’s countries’ market  (including cosmetics articles retail market in Poland in 2016). Mrs Szot is the editor of newsletters on retail market in Poland (PMR Retail Insight Poland, formerly known as Retail Update Poland) and retail market in the Central and Eastern Europe region (PMR Retail Insight Central Europe, formerly published as Central Europe Retail Update). A sociologist by education.
pmrJarosław Frontczak is responsible for compiling reports on Central and Eastern Europe’s retail. He is the author of publications on, inter alia home furnishings, consumer electronics, shopping malls, food trade and the HoReCa market. As an independent specialist Mr Frontczak has been repeatedly quoted in Polish and foreign media. A graduate of Finance and Banking Department at the University of Lodz and of post-graduate  studies at the SGH Warsaw School of Economics, the Cracow Business School of the Cracow University of Economics and the MBA programmes at St. Gallen Business School.
Cobalt SparkDorota Kałowska – Polish Trade Chamber’s expert, Partner & Strategy Consultant (COBALT SPARK)

For 17 years she has worked with Polish, German, Russian and US clients in the area of brand strategy and image management. She also works directly with retail chains and provides assistance in private label development (she has worked for  Biedronka, Piotr i Paweł, Eurocash, Carrefour, Auchan, Leader Price, Ahold and others). At international conferences Mrs Kałowska has conducted numerous training courses and lectures on private label strategy design and implementation, private label management and efficient use of packaging for marketing purposes. She is also a university lecturer (Vistula University, European Academy of Arts). A jury panel expert at PRIVATE LABELS AWARDS at Moscow’s IPLS.

FENOMENKarolina Liberka -Business Development Manager – FENOMEM DIGITAL NATIVE’S AGENCY

Since March she has been a part of the Fenomem team as Business Development Manager. Earlier, for eight years she had worked as deputy editor in chief of Marketing in Practice magazine. Her responsibilities include content and themes selection as well as promotional activities. A graduate of the Chartered Institute of Marketing. Strongly involved in women’s entrepreneurship issues; for a number of years she was engaged in Active Women Association – she aided small and medium-sized businesses to spread their wings. A mentor at startup-dedicated workshops;  she has offered marketing and communication counselling. One of TEDx Kazimierz speakers. She has also been involved in marketing campaigns targeted at 50 plus and seniors. She teaches marketing for people over 50 who have started their own companies.  After hours she takes to running, travelling and reading countless newspapers and books.

izmałkowa consultingMarta Marcjanik -Senior Market Researcher & Analyst at Izmałkowa Consulting. Marta Marcjanik graduated from the Institute of Applied Social Sciences as well as the Institute of Journalism at the University of Warsaw. Mrs Marcjanik runs research projects for FMCG, cosmetics, pharmaceuticals and banking sectors clients. On day-to-day basis, she uses solely-ethnographic techniques for research and analysis, as she has placed 100% confidence in these techniques ever since the first project carried out this way.
MeltingPotStrategyCollectiveWojciech Walczak -the founder and a partner at the Melting Pot agency; since 2012 he has professionally dealt with strategic consulting, design, conducting strategic workshops, supervision over research and communication strategy for such brands as Hortex, ETX Capital, Vision Express, Dr. Gerard, TVP, Cosmopolitan Twarda 2 / 4 and A + E Networks.
For over 12 years he has worked as a strategist in large agencies – PZL, FireFly Creation, Young & Rubicam. His extensive professional experience includes work for Tesco, Allegro, Aviva, BPH Bank, mBank, Dębowe Mocne, Serenada.
Riplcemy Medina – IPLC Partner. Remy has made a 14-year career at French retailer Systeme U and Amsterdam based buying alliance AMS in the Netherlands. In the buying team at Systeme U he was responsible for the personal care category and non-dairy fresh food respectively. He successfully set up an import organisation to source private label for Systeme U directly in the country of origin. In 2009 Remy moved to the Netherlands as a buying manager for AMS sourcing where he has been working subsequently in the bakery, ready meals and seafood category. Specific areas of his expertise are the French private label market, retail price negotiations and multi-cultural business management.
mintelHonorata Jarocka – Food and Drink Analyst, Mintel. Honorata Jarocka joined Mintel in November 2013. Her main area of analysis and interests are food categories, especially healthy lifestyle trends and product innovation. During her ten years of experience in running market research, Honorata has analysed the various sectors of FMCG in Poland, including the food market, tobacco, retail, cosmetics, household and personal hygiene, OTC drugs and dietary supplements as well as products for animals. In addition to extensive experience in the research market, Honorata also has expertise in marketing and promotion, gained while working for leading companies in Poland, such as LPP and Oceanic, and ad agency Tequila \ BTL (now Tequila \ Poland).
jeronimo martinsJoao Ramos -Assortment Strategy Director at Jeronimo Martins Polska (Biedronka). For over 10 years responsible for conceptual planning and development of products and brands. Experienced manager and strategy expert, both online and offline, having worked in 6 countries for Daymon Worldwide, ActualSales Group and Jeronimo Martins Group. In Jeronimo Martins Poland responsible for assortment strategy, market research and consumer insights, product brand portfolio and packaging design.



Under the patronage of Packaging Polska

This is the second time the best private label packaging win prizes and awards. The competition is held under the auspices of packaging Poland.

It is no secret – you lay your eyes on something and you instantly know you want to have it. The first impression products’ packaging makes is critical in buying decision process. This is why packaging has become an important part of the Future Private Labels  – FPR features the “Best Private Label Packaging” competition.


The Competition Mission

The competition is organized in order to improve private label image through promotion of quality design and manufacturing of private label packaging.


Packaging can be registered by companies which developed packaging for private label manufacturers as well as private label producers and their owners.

Competition categories

Personal Care Products
(cosmetics and hygiene products such as soaps, shampoos, conditioners,   deodorants, body lotions, sanitary pads, handkerchiefs, toilet paper, wet wipes, etc.)
Food / Fresh to go
(Food packaging including ready-to-serve)
(beverages packaging including instant-drink powders (e.g. tea))
Household Products
(cleaning products – home & car care products, etc.)
Unusual Packaging
(non-standard packaging, e.g. SRP, POS cardboard)
Systemic Packaging Solutions 
(packaging for different product categories, comprehensive in visual layout and design)
The Visitors’ Choice
(the winner selected at the Future Private Labels)

Selection criteria (descending order):

  • Design consistency with the strategy / specificity of the product contained in the packaging – each design registered for the competition should be accompanied with a marketing description. The description should include design assumptions: what consumers group it is targeted at, the design brief, design purpose, etc.
    1. functionality defined as ergonomics (ease to open /close, product storage after opening, product is served straight from the packaging, etc.)
    2. information functionality (by looking at the packaging the consumer easily finds important information, clear and legible description of the product’s additional value itself ( “… added”, “contains …”, “contains no …”, “e.g. gluten-free”, etc.).Packaging’s functional aspects defined as: convenient and handy, consumer-friendly. Functional aspects are evaluated in two aspects, i.e.:
  • Packaging visibility. This criterion is defined as packaging visibility in the store – it allows for quick product category identification, packaging is useful for display arrangement purposes.
  • Design – packaging design quality, uniqueness, and its potential innovative features, understood as a unique style, above-average solutions for a particular category, provided that it is consistent with the previously defined strategy, as described in point 3.


  • Targi Kielce Medal and Diploma.
  • Winners are granted the right to use the Competition Winner trademark in their portfolio.
  • The winners are announcement during event Future Private Labels 2017.
  • The product is labelled the “Competition Winner” when put on display at the special exhibition of products resisted for the competition held on 25 and 26.10.2017 within the scope of Future Private Labels.
  • The Competition results will be published at Targi Kielce’s on-line website in the news section as well as at the event’s page www.markiwlasne.pl and in the Packaging Poland magazine.


Previous edition’s recapitulation.

– 60 percent of consumers decide whether to buy or not because the packaging attracted their attention.  Packaging is a very important tool to make sales  more effective” – Dorota Kałowska commented the results. Mrs Kałowska is a private-label management expert and one of the competition jurors. – “A number of very good projects were registered for  “The Best Private Labels Packaging” contest; these may be an inspiration source for numerous owners of well-known brands.”


2016’s edition winners

The  Piotr i Paweł chocolate line was  pronounced the “Food / fresh to go” category winner. This product also gained visitors’ recognition.

In the “Unusual Packaging” category the Dada Box Promotion for diaper of Jeronimo Martins Poland celebrated success. After diaper-contained has been emptied, it becomes a toy camper.

Jeronimo Martins Poland was also awarded in the “Personal Care” category for its Linda – line of soaps

as well as in the “Household” category for Ultra Perfumes.









The distinction in  “Beverages” category was presented to Red Baron Brand Support for the Whisky Red Baron bottle.



Project Manager
Robert Frąk
+48 41 365 12 12
+48 606 447 618
+48 41 345 62 61

FUTURE PRIVATE Project Coordinator
Dorota Kałowska
+48 501 412 709


Deputy Project Manager
Katarzyna Magdziarz
+48 41 365 12 07
+48 608 023 026
+48 41 365 13 13

Future Private Labels Conference
August Misztal
+4841 365 14 15
+48 797 339 396


Stand Design Section
Izabela Bujnowska
+4841 365 14 10


Marketing Projects and Analysis Team Manager
Małgorzata Róg-Giacosa
+4841 365 14 56


Public Relations
Katarzyna Kulińska
+4841 365 13 29