At the beginning of the 20th century, a small colonial store in Cieszyn Silesia introduced local residents to the world of exotic flavors of coffee and tea. Today, the fourth generation of the Mokrysz family co-founded a multinational FMCG company that not only exports products to more than 75 countries, but also sets new trends in the industry. We speak with MOKATE Group CEO Dr. Adam Mokrysz and General Director Dr. Katarzyna Mokrysz about the strategy to combine the strength of multi-generational tradition with a rapid response to the changing expectations of 21st century consumers.
MOKATE is already being built by the fourth generation of the Mokrysz family. What are the benefits of continuing to operate according to traditional family values despite operating on a global scale?
Dr. Adam Mokrysz: The family character of MOKATE is our greatest strength. For us it is not an accidental choice or an element of an artificially generated marketing strategy – it is the foundation of our identity. We now have annual revenues in excess of 1.5 billion zlotys and export products to more than 75 countries around the world, but we are still guided by the same values that guided my great-grandfather when he opened his colonial store in 1900.
Dr. Katarzyna Mokrysz: Vision, courage and action are what allow us to boldly face challenges and achieve ever more ambitious goals. This philosophy has brought us to where we are today. Of course, none of this would be possible if it weren’t for the great people who build the Mokate group with us. We work with a professional team. We are all connected by genuine passion and commitment to development. Thanks to this approach, we can create products that respond to consumer needs. We are able to adapt quickly to changing market trends and, as a result, consistently strengthen our position in the international FMCG market.
What does it mean in practice that MOKATE is a family business? How is this idea reflected in the daily management of a family business with 4 branches and a team of more than 1,500 people?
K.M.: Family businesses have many advantages that set them apart from corporations. We think in terms of generations, not quarterly results. This promotes stability and sustainability. We also try to keep paperwork to a minimum. We avoid excessive bureaucracy and complicated procedures that could inhibit team creativity. Instead, we focus on direct relationships and open communication. This makes every associate feel like an important part of the organization and know that their voice counts. There is a reason why many people have been with us for generations – often the children and even grandchildren of our first employees work for us. We are also an important employer in our region and actively support community development. This is a commitment that has been with us for generations.
A.M.: The fact that we are a family business also means that the decision-making chain is shortened and simplified. As a result, it’s easier for us to cooperate with partners – not only on the Polish market, but also in very distant countries. Our business model allows us to build close and long-term relationships with – it strengthens our credibility and allows us to accelerate the next steps of cooperation. This is especially important in markets where business is based on direct relations, such as in the Arab countries.
That’s right. MOKATE creates brands that are well known to Polish consumers, but after all, export is your greatest strength. What makes you achieve such spectacular international success?
A.M.: Indeed, as much as 80% of our production is exported. We already operate in nearly 80 countries around the world, from Europe to such distant markets as South Africa and the United Arab Emirates. The recognition and affection of consumers on most continents is the result of effective leadership and strategic thinking, but also the right focus on building long-term relationships in the business arena.
K.M.: We invest in technology and innovation, in expanding our production facilities and in R&D. Our products are competitive in terms of quality and functionality. Each market has its own characteristics and different consumer expectations. For this reason, we approach each market with openness and attention – looking for a unique “key” to conquer it. This is not always a B2C strategy. We also operate in the B2B sector – our vending solutions for HoReCa and raw materials for the food industry are recognized. Production efficiency at the highest level is ensured by our constantly developed and modern machinery.
What, then, was the investment in the development of MOKATE’s production facilities in 2024?
K.M.: Modernization and expansion of production facilities is a continuous process at MOKATE – we know that only by drawing on the most advanced technological solutions can we keep pace with global leaders. In 2024, one of the key investments was the automation of production processes at the Zory factory. One of the internal warehouses was converted into a modern production hall. Its heart is an innovative product mixing plant, which produces unique blends. Automation at 90% has allowed us to reduce lead times, and the whole modernization has also raised the efficiency of internal logistics.
A.M.: A lot is also happening in Ustroń. A modern production plant is being built here, where we will focus on tea production. This is an extremely ambitious project that will not only increase our production capacity. It also represents another step by MOKATE towards reducing its carbon footprint (by the end of 2025 the plant will be fully utilizing the potential of RES) and maximum automation and robotization. In a word: we are investing with future generations in mind.
The MOKATE Group also marks its presence at the most important international trade fairs. What does your presence at such events give you?
K.M.: We try to be where the “heartbeat” of international business is. Trade fairs are the best chance to exchange experiences and build new business relationships, as well as strengthen current ones. The kind that often turn into valuable projects for years to come. This year you could meet us at SIAL 2024 in Paris and GULFOOD in Dubai, among others.
A.M.: Next year we are going to Japan, among other places, for the 50th FOODEX 2025 – the largest business platform for the food and beverage industry in the world. This will be a chance to present more MOKATE innovations to the world.
Coming back to the aforementioned participation in GULFOOD 2024 in Dubai – the largest FMCG trade fair in the world, how do you evaluate this event?
K.M.: We appeared at GULFOOD once again, this time with the Mokate Ingredients brand. This is the best proof of our strong position on the international market. This year we presented a wide range of products: from creamers and creamers to foamers, topping bases, products for confectionery, bakery and ice cream industry.
A.M.: Fairs like GULFOOD are also an important cultural experience for us. They are a chance to gain insight into trends and preferences prevailing in markets that are very promising for us – the Near and Far East. Thanks to this attitude, we are steadily building MOKATE’s position as an international leader in the FMCG industry.
The foundation of your success, in addition to careful observation of trends, is innovation. After all, it was MOKATE, back in the 1990s, that introduced the hitherto unknown Cappuccino to the Polish market, a cult product to this day. And how are you responding to the challenges of the market in the third decade of the 21st century?
K.M.: Indeed, we are constantly looking for new solutions that will allow us not only to catch up, but also to stay ahead of market trends. This, in our opinion, is the only way to stable business development in an extremely competitive market. We are closely observing the growing consumer awareness of healthy eating. Simple, short product compositions and a healthy balanced diet – these are modern expectations. The answer to this trend is the Dobra Kaloria brand, which we are developing together with the Kubara family.
A.M. The latest project that also fits into this trend is our novelty – the Cappuccino Zero line. It’s a proposition for people who want to enjoy the taste of the iconic beverage in harmony with their body’s needs. It is currently available in three variants: Vanilla Bourbon, Chocolate with Caramel and Raspberry with Coconut. We will soon launch a TV campaign for this product line.
MOKATE is also distinguished by its commitment to social goals. You have taken a rather unusual path – it is the popularization of the game of chess. Why such a choice?
A.M.: Chess has been our family’s passion for generations. Now the time has come to pass it on to the next generation. The royal game is attractive not only because of the emotions involved in competition. As Anatoly Karpov once said, “Chess is an intellectual sport that teaches us to anticipate, plan and persevere.” These skills are invaluable not only in business, but in every area of life. It’s natural that we want to promote them especially among the youngest – they are our future.
K.M.: That’s why, together with the Polish Chess Federation, we are implementing the project “Education through chess at school”. More than 1500 schools in Poland already participate in it. In the Silesian province alone, thanks to us, chess is present in every second elementary school. We believe that the royal game can help young people develop talents that will pay off throughout their lives.
Chess is also a way to get away from the screen.
K.M.: Indeed, studies show that Poles spend up to 8 hours a day in front of screens – computers, phones or tablets. As many as 30% of people cannot control the time they spend this way. In addition, already one in five young people is addicted to games and social media. We believe that chess can be a good solution to this worrying phenomenon.
A.M.: That’s why we became a partner of the Safe Screen Safe Mind initiative – we promote sensible use of technology and the need to find a healthy balance between the digital world and the “real world.” As an alternative, we offer a royal game that helps develop the mind, teaches patience and connects generations.
Interviewed by the editors of “Business HUB”
The interview appeared in the December issue of “Business HUB.”
Downloadable online version of the issue (in Polish): HERE.