A conversation over coffee on resurrecting the Pluton brand

Formerly, after a walk through the streets of Warsaw, you could at the Hotel Europejski and Bristol, in Wedel and Blikego cafes or in the Frigate at Mazowiecka Street to drink coffee, whose amazing history awakened the imagination of modern entrepreneurs … I talk to Anna Sobocka and Michał Kmiecik about the resurrection of the pre-war coffee brand.

Krzysztof Zaleski (KZ): I am interested in how your story with coffee Pluton began. In recent years, we have noticed several spectacular returns of various brands.

Michał Kmiecik (MK): Some time ago I came across the mention of Pluton in Tygodnik Ilustrowany from 1905. This intrigued me because I had never heard of Pluton before. It turned out that this brand was really powerful before the war. I wondered why, for example, Wedel survived the war and Pluton was not so lucky. The company was not nationalized after the war, the factory was taken from it, and the owners received a tax surcharge and were forced to declare bankruptcy. After which …

Anna Sobocka (AS): … they repaid the debts …

MK: … Yes, and only six years after being declared bankrupt! However, the company has never been able to return to the market. Although this was the dream of Kordian Tarasiewicz, the last managing director of the company.

KZ: So you got interested in this story not only privately, but it inspired you to act …

MK: I was looking for a project that would matter to me. Ania, after learning about the company’s history, decided to join the work of reviving this brand.

AS: Yes, I thought it was an interesting challenge. Talks with the family lasted a long time, which I understand – this is their heritage. The family had to convince us and believe that we want to not only recreate the brand but also revive the company’s philosophy.

Anna Sobocka Michał Kmiecik fotografia biznesowa fotograf Krzysztof Zaleski

KZ: I wonder how descendants of Mr. Tarasiewicz participated in this project? They gave the green light and said: we trust, act?

AS: The family has been a consultant until now. Although the Grandson of Mr. Tarasiewicz, operating in another industry, he simply had to trust us.

KZ: It is very interesting – the frequently observed reactivations of brands take place without the company’s operating philosophy. Only the well-known trademark returns. Your approach to the issue is different.

MK: We believe that old brands, like architectural monuments and literary works, are part of our heritage. That is why our activities are not limited to the logotype on the packaging. We can now only imagine that in 1882 everyone was smoking coffee in their home. They bought green coffee beans and smoked them in their own roasting pan or drum. Pluton coffee was delivered ready. Throughout the entire period of its existence, the company has tried to be – unusually for those times – innovative in the product area. For example, she worked on creating a coffee extract. Perhaps, if not for the post-war fate of Pluton, for instant coffee we would not say Neska – only Pluton!

 

MK: Marketing was another area of ​​innovation. At that time, it was claimed that a good product does not need advertising. Despite this, Pluton’s owners actively pursued a well-thought-out promotional policy. Starting from the currently popular discount coupons, ending with the design of products and the stores themselves. Product placement was also attractive in the medium appropriate for those years – in the theater. Adolf Dymsza on the theater stage said the question “On Pluton and his coffee!”

AS: The area that aroused our greatest recognition was the organizational culture and concern for employees. A novelty was the establishment of a loan and assistance fund, the introduction of a 15% sales bonus for store employees, the transfer of some shares at the time of transformation into a joint-stock company. Other activities for employees were also carried out. During the war, the company used to issue free soup for employees, which was consumed jointly with the company’s management.

MK: Many interesting stories told by Pluton employees have survived to our times. From these descriptions emerges a picture of the company in which each of us would like to work.

KZ: Everyone felt responsible for the fate of the company? As if the company was a second home …

MK: The crew’s involvement was so great that during World War I, when a coffee container got stuck behind the front line, one of the employees went to Finland. He managed to organize the transport of this order and after many complications, the coffee ended up in Warsaw’s Pluton. Another example is the story of how, during World War II, the Germans confiscated sacks of coffee. An employee went to a German station …

AS: And despite his fear, he demanded payment for this coffee. And he got this payment! These are the dimensions of commitment that currently …

 

KZ: … The right ones don’t fit in your head … so it’s easier to do something that you believe in?

MK: Authenticity and commitment to work are important to us. We have seen that in the product and production context, we want to refer to Pluton’s heritage. Therefore, coffee is roasted by craft, although less profitable. Yes, coffee was roasted in Plutno.

KZ: What’s the difference between craft coffee and industrial roasting?

AS: The artisanal roasting process is longer. The coffee is air-cooled. We only smoke 30 kilos of coffee in one process. 30 kilos is just 60 packages for sale.

MK: This is a time-consuming process. The quality of the grain itself is also important.

KZ: And industrial coffee roasting?

AS: Coffee is water-cooled industrially, so some valuable extract escapes from it.

KZ: So everything starts with the right grain?

MK: Yes. Many documents have been preserved that show how cooperation with grain suppliers was respected. During the war and post-war times, when it was impossible to import for currency, the company tried to get grain by using barter. So she exchanged something for gum arabic, rice, and then reached coffee. Then the company’s managers tried to change the business profile, marmalade was produced. It was all for the company to survive. The owners of the company showed great flexibility in operation and did not focus on the thought “we are a coffee roaster!” For us, it is a science that we try to draw from.

AS: We know that entrepreneurs have a great responsibility – for products, colleagues, and partners.

MK: We are lucky that we can choose business partners. We try to support consumer patriotism, we cooperate only with Polish companies. Although we know how the modern market works, 70% are occupied by large foreign networks. Pluton has a fantastic history – and we want to show it abroad.

KZ: I understand. Tell me where can you buy Pluton coffee today?

 

AS: You can look for us in about 200 stores. We are present all over Poland thanks to Krakowski Kredens. In the Warsaw region, we are on the Piotr i Paweł and Społem networks.

MK: We work with Lewiatan, Frisco, K&M Delikatesy. We have our online store and we are at the stage of building a nationwide distribution.

KZ: I understand that at this stage you focus on coffee?

MK: Pluton’s main activity was the production and sale of coffee, but we want to recreate the portfolio that the company had in the interwar period, i.e. both tea and coffee substitutes.

AS: These were, among others, cereal coffee, whose popularity is currently growing. Now there is a fashion for being fit, for healthy food. We try to meet this.

KZ: Some people risk saying that coffee is healthy.

MK: It is important to us that we sell 100% coffee. It has no aromas, additives or dyes.

KZ: I am curious how do you want to connect tradition and modernity in this business? I suspect you are working on innovative solutions while feeling the breath of history?

KM: As soon as we sort out the situation related to the distribution of coffee, we will be able to deal with activities related to innovation. The plans are waiting, they are ready.

KZ: I wish you success in the implementation of the project and thank you for an inspiring conversation with the history of coffee in the background.

–

All coffee lovers and those who like Polish brands with history and want to follow and get to know more about the Pluton brand, please visit kawapluton.com. In addition to the website, the brand news can be followed on the official Facebook fan page facebook.com/KawaPluton and Instagram instagram.com/kawapluton.

Testimonials

  • I had the pleasure of using Krzysztof Zaleski's services - a business portrait and I am absolutely delighted with the results. Krzysztof is a true magician behind the lens - I have never looked so good in a photo! His professionalism, attention to detail and ability to create a relaxed atmosphere during the session are invaluable. If you are looking for a photographer who can capture the best of you, I highly recommend Krzysztof. Thank you for a great experience!

    Krystian Lewecki Head Of Legal Affairs

  • Full professionalism and remarkable commitment to work. The photo session took place in a calm, warm, empathetic atmosphere. Mr. Krzysztof is a very nice person, and at the same time a great specialist. He provides valuable advice and guidance. This makes you feel confident and at ease in front of his lens. The effect of the session was delightful: beautiful portraits that show emotions. I am grateful and cordially recommend!

    Beata Rubanowicz Ophthalmologist

  • I definitely recommend Krzysztof Zaleski - for years, at various stages of my career, when I need professional photos, and not only business ones, I have been using his services. Krzysztof is a professional in the full sense of the word, with a perfect understanding of business needs and goals, who is also characterized by flexibility and speed in actions. I recommend it to all those who are looking for something more in their photos.

    Michał Świderski Marketing Manager, Management Advisor

  • An excellent Professional is focused on working with people and not merely on the technical side of photography. Thanks to this, the quality and credibility of the photos is high. Krzysztof is able to bring out the character of a person and emphasize his or her best features. Great pleasure to work with such a Professional. Thank you.

    Palina Romaniszyn General Manager at STADA Group

  • I heartily recommend Krzysztof Zaleski. I have worked with many photographers, but Krzysztof Zaleski has one unique feature - he works until he gets a WOW effect for the client. I sincerely recommend!

    Sergiusz Trzeciak Expert in political marketing, public image shaping and personal branding

  • Working with Krzysztof is fantastic - stress-free and relaxed, but at the same time very professional. Even before the session, we received detailed tips: what clothes to take, what patterns or colors to avoid - it was very helpful. During the photoshoot, Krzysiek gave specific advice, but at the same time, there was room for our own inventiveness and time to fool around. Through numerous conversations and detailed questions, we managed to determine the nature and atmosphere of the photos. Krzysiek is a very considerate and cultural man. I recommend him to anyone who does not stand in front of the camera on an everyday basis and wants to have professional and cool, but not necessarily obvious photos.

    Aneta Stawicka Communication and Education Manager Rekopol SA

  • Photographing myself is, to put it mildly, not my favorite pastime. The photo session with Krzysztof was comfortable and quick. In addition, the effect is good in my opinion. Professional approach to the client. I highly recommend to everyone.

    Andrzej Kotfis Andrzej Kotfis SME/SOHO Sales Director Orange Polska

  • Photographer, Krzysztof Zaleski, was recommended to me by my friend some time ago. I am really glad that I finally managed to use his services - Krzysiek made several business portraits for me, which I am very happy with. The photoshoot went really smoothly, in a pleasant atmosphere and with full professionalism. I am glad that I had the opportunity to work with a man full of passion, and at the same time extremely warm and accessible. I recommend him to everyone, because the image is something important, and Krzysztof knows how to get the best out of the photographed person.

    Beatrice Bouchet President of the Management Board B&B Hotels Poland.

  • I asked Krzysztof for a couple of business photos. Working with him during the shooting was a distinct pleasure. Krzysztof was very friendly and welcoming — we immediately connected. Krzysztof has shown a rare devotion to detail and a relentless pursuit of the best possible results. Krzysztof delivered the final photos promptly and they were of outstanding quality, both from technical and communication point of view. I highly recommend Krzysztof for any business photo job.

    Marek Kowalczyk MANDARINE Project Partners

  • Mr. Krzysztof Zaleski has run several business-related photo sessions for MGW Corporate Consulting Group Sp. z o.o. Each time a session was carried out in a professional manner and with commitment. Thanks to his interpersonal skills, Mr. Krzysztof is able to build up a kind and friendly atmosphere and photographs the way it highlights the photographed person's character. Additionally, we value good communication with Mr. Krzysztof, both via phone and e-mail, which positively influences our cooperation. With pleasure, we recommend Mr. Krzysztof Zaleski as a reliable, competent and passionate photographer.

    Małgorzata Janic Sales Support Specialist at MGW Corporate Consulting Group Sp. z o.o.

  • If you are looking for someone who will not only take beautiful pictures of you but also will take care of every detail during the session, I recommend Krzysztof. A sense of style and positive atmosphere during the session guaranteed.

    Weronika Jelińska Legal counsel

  • I strongly recommend Krzysztof Zaleski's services. I value his professionalism, flexibility and endless kindness. From the first contact and stage of working on details, we could count on perfect communication, openness to our needs and understanding. As the result, we' d managed to have a photo session for 20 people run smoothly. What distinguish Krzysztof is his great empathy and understanding of both the business aims and a fantastic approach to photographing people. The same relates to a selection of photos and post production, in which Krzysztof puts lots of effort. We're greatly impressed by the professional service, taken photos as well as Krzysztof's attitude towards the session and customers. Thank you, we certainly recommend!

    Katarzyna Gorczyńska PR Manager at Plej Advertising Agancy

  • Meeting with a photographer who likes himself, people and what he does often brings results that significantly exceed the customer's initial expectations. This was my case, for which I am really thankful.

    Tomasz Chodkowski President in Grenevo Polska Sp. z o.o.

  • We've worked with Krzysztof at many business sessions, both for individual clients and company teams. Together, we implement the project of “Lawyer through the lens.” I was also pleased to stand in front of his camera myself. What happens during these sessions is difficult to describe. You just have to experience it! Let’s be specific. It’s the atmosphere. As well as patience and individual approach. Everyone is just as important, the most important at the time. Each portrait helps build a business image. To anyone. I am glad that I met on my way a person, photographer, who knows that a good portrait is our asset and shares this knowledge with others. No just in business. It also helps in self-awareness that what we do is important and how we communicate is important; that in the modern times of the Internet and marketing 2.0. people around us will get to know us on the net and that we can influence how they will perceive us during this first contact. It also helps to smile at the thought that this lady in the picture is pretty cool! He is also surrounded by professionals who care about how we look and feel in the picture. I am thankful for that and recommend Krzysztof to everyone who sees measurable value in quality and appreciates professionalism. To anyone who wants to enter a higher level. See you at the next session!

    Monika Muracka Development Manager, Marketing for Lawyers

  • The need to build a professional image appears at different stages of career. In the past, the only formal image necessary to take care of was a passport photo – nowadays for more and more people it isn’t enough. For several years I had photos taken by magazine and news paper photographers who publicated them as illustration to my articles. Usually, these half-hour or hour sessions were guick but professional. However, I was lucky enough to meet Krzysztof Zaleski on my career path – a passionate photographer. According to Krzysztof the portrait of a professional should reflect personality, interests and life mission of the photographed. Such final effect demands time for conversation and collecting necessary information about the person - Krzysztof was very engaged in this task. After a long conversation he prepared several conceptions in cooperation with graphic designer. Having discussed and chosen one of the options, Krzysztof started making it real. It wasn’t easy though – I would probably give up encountering such odds, but not Krzysztof, he succeeded. The session took place and finished according to arranged schedule. I highly recommend cooperation with Krzysztof – it was a real pleasure and a fascinating adventure.

    Grzegorz Turniak Owner of Akademia Rekomendacji

  • I had the pleasure to cooperate with Krzysztof Zaleski in an advertising project which involved major clients of my company. The project itself was a very difficult issue because individuals participating in the session needed to be treated with particular sensitivity and at the same time the desired effects had to be achieved – session circumstances demanded full adaptation to the working conditions in the printing (the production was in full swing). Krzysztof successfully completed the task creating a pleasant atmosphere, which allowed to save the stress of my clients as well as their precious time. Professionalism, as shown by Krzysztof, resulted in a series of perfect photos that decorated both the covers of professional magazines and the stand of Agfa Graphics company during the fairs „Poligrafia 2007” in Poznań. I highly recommend cooperation with Krzysztof Zaleski!

    Paulina Suchodolska AGFA GRAPHICS