Coffee producer Woseba aims for market domination

Coffee producer Woseba's ambitious plans to become the dominant player on the domestic market are about to be given a boost with the opening of a new 90,000-ton capacity roasting facility in western Poland. Woseba's sales and marketing director, Miroslaw Dalidowski, said, "The roasting facility is the second largest such plant in Europe. Ground coffee consumption in Poland is around 80,000 tons annually, and our plant has the capacity to produce over 10,000 tons more than this." The Ostrow Wielkopolski-based company has drawn up a three-year plan for achieving its goal of market domination, and in explaining its marketing strategy, Dalidowski said, "The potential will be realised by focusing on the inexpensive coffee segment across the country. At the moment, only Tchibo and Jacobs sell their products throughout the country. The remaining coffee producers target particular regions." (Puls Biznesu, p. 9) A.Z.