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The Warsaw Voice » Special Sections » June 29, 2012
Polska... tastes good!
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Euro 2012: Poland Tastes Good
June 29, 2012   
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The slogan of a campaign promoting Polish food during the Euro 2012 soccer championship was Polska Smakuje (Poland Tastes Good). Fans arriving to watch matches were offered traditional Polish apples, strawberries, St. Martin’s rolls, and fruit juice.

The European soccer championship was an excellent opportunity to present Poland’s unique and tasty cuisine as well as top-quality Polish food products to the many foreign guests staying here. The campaign ran from June 8 to 28 in Warsaw, Gdańsk, Poznań and Wrocław, where Euro 2012 matches were played.

Poland Tastes Good is a campaign that the Ministry of Agriculture has been running for many years. It was one of the main themes at the Gruene Woche food and food industry fair in Berlin, where Poland was a partner country, 18 months ago. Continuing this journey showcasing tasty products from Poland, we wanted to extend the campaign to include Euro 2012.

Promoting products in the campaign involves presentations and tastings, for example using special carts carrying the campaign’s slogan. The presentations were held at sites including railway stations and airports. In Warsaw, guests were offered apples from Grójec, in Gdańsk they could taste Kashubian strawberries, in Poznań visitors were tempted with sweet St. Martin’s rolls, while guests in Wrocław were able to try some refreshing fruit juice.

Polskie ¶niadanie (Polish Breakfast) is another idea for promoting Polish food. It came about after a competition held jointly by the Ministry of Agriculture and Rural Development, the Ministry of Sport and Tourism, and the PL.2012 company. The aim was to choose a Polish breakfast menu presenting the best in Polish culinary tradition.

The five most popular proposals were: cottage cheese with spring vegetables, scrambled eggs, yeast buns, Polish sausages and cold cuts, and soft-boiled eggs from an old, native Polish breed of hen called zielononóżka kuropatwiana (Green-legged Partridge Hen).

We wanted all the people coming to the soccer championships to experience not just traditional Polish hospitality but also our top-quality food and its inimitable flavors and aromas. Another idea behind the campaign was to get today’s soccer fans to keep coming back and to encourage their friends to visit Poland, drawn here, among other things, by the quality of our food products and excellent dishes with recipes originating from an extremely rich culinary heritage. Polish food is becoming better known internationally. It is time the same thing happened with Polish cuisine.
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