Green Eco Poland

The strategic challenge

A fruit-growing sector with a premium product — fertilisers and feeding programmes — but a presence online far smaller than the quality of the offer. On top of that, a selling season from March to September, no channel of its own for reaching customers, and a need to grow sales without handing the whole margin to advertising.

• Hard to stand out — the horticultural market, wholesale and retail alike, is held by firms with bigger budgets. A smaller player will not win on money alone; it can win by actually knowing the subject and being able to show it.
• Knowledge nobody could see — a good product and agronomic know-how are a strong argument, but without a channel to reach people they turned into neither enquiries nor sales.
• A seasonal budget — a nine-month buying window needs something that works all year. Advertising switched on and off with the season will not keep contact with a customer through the winter.
• The task — build a channel that works harder with every year, and connect it directly to the shop.

Solution architecture

Four layers designed as one whole: owned content as the foundation, advertising as the accelerator, the shop as the place where it turns into money.

• Regular videos across eight years (2017–2025) — from 50 recordings at the start to more than 1,500. The videos are aimed at the right group, who watch 35–50% of the way through, rather than at a broad audience watching 9–12%. Every video keeps working for years, because both YouTube search and Google find it.
• Advertising arranged as a complete path — Google Ads and Meta Ads counted from the first click to the order: 95k clicks a year at an average of 2.60 PLN, 8.5k add-to-carts (30 PLN each), 2.85k purchases at a customer cost of 88 PLN. A budget of around 250k PLN a year gives 5M PLN of revenue, which is 20 PLN for every zloty spent.
• Return visits across several channels — reminders on o2 mail and Interia, where the Polish target group actually spends time and advertisers rarely look, plus return visits from people who had already been to the shop. Every transaction shows where it came from.
• Rebuilding the shop — new branding, a tidied-up buying path, and the shop connected to marketplaces through BaseLinker, so wholesale and retail share one stock level instead of several drifting databases.

The result

Results counted in money, not in impressions.

• 5M PLN of annual shop revenue on a 250k PLN advertising budget — 20 PLN of revenue for every zloty spent, at a customer cost of 88 PLN.
• Sales growing by an average of 35.7% a year between 2021 and 2025 — that is how a business grows when it owns its channel. Paid advertising alone does not deliver it.
• More than 1,500 videos working without a break — they bring traffic with no media cost. Every video keeps working even when the campaigns are switched off.
• Quality of viewing instead of view counts — 35–50% of the material watched by the right group against 9–12% with broad targeting. Proof that the content is made for the customer rather than for a counter.
• The same approach works on further brands — the same set of content, advertising and shop carried over to sister brands (Grunt to Warzywa, Kedar Agro). One competence serving three brands.

What comes next?

The approach is proven — the next steps close the road to the customer and carry it into neighbouring markets.

• One recording across several channels — videos reworked for the sister brands (Grunt to Warzywa, Kedar Agro), with no production cost incurred again.
• An in-house tool for finding business contacts connected to the customer base as a steady source of enquiries, independent of advertising.
• Short vertical videos — a way into a younger audience and into AI models, which increasingly reach for video. YouTube promotes the format itself.
• Further marketplaces — extending BaseLinker to Allegro, Empik and Amazon without stock levels drifting apart.