Key points:
Founded ten years ago, Targ Pietruszkowy brings local organic products directly to Krakow-based customers through its biweekly agricultural markets and online store.
During its time in the NESsT - IKEA Social Entrepreneurship Poland and Romania Accelerator program, Targ Pietruszkowy has expanded its social and environmental impact; by spring 2023, the social enterprise had already achieved 97% of its impact goals for the year.
Today, Targ Pietruszkowy is a valued pillar for the local community. It works with around 140 small-farm holders, almost half of whom are women.
In 2013, Targ Pietruszkowy held its first farmers market in Krakow, Poland, only selling organic food sourced from farmers within 150 km of the city. This first edition of the ‘Parsley Market’, as it is known in English, allowed ten local producers to sell to local customers.
““At the time, we didn’t look ten years into the future, we simply wanted to offer the inhabitants of Podgórze and the whole of Krakow food of the highest quality from small family farms located near the city.
And it worked!””
Alicja Kowalik, President of the Targ Pietruszkowy Foundation, speaking at the 10th anniversary celebration (photo by Karmawkadrze)
Today, Targ Pietruszkowy works with around 140 small-farm holders, almost half of whom are women. For many, selling their organically grown produce at Targ Pietruszkowy is their main source of income.
Over the span of a decade, this organic market has become a valued pillar for residents of Krakow and its surrounding areas.
In this blog, we’ll explore how Targ Pietruszkowy’s unwavering dedication to creating a more transparent, sustainable food supply chain – ultimately bringing people closer to the food they eat and the producers that grow it – has generated meaningful impact that benefits the well-being of the environment, individuals, and the community.
Producer spotlight
Lucyna and Marek Gaweł’s organic farm is located approximately 30 km east of Krakow. It is surrounded by lush meadows teeming with wild flowers and herbs, and is home to free-roaming hens, Red Polish cows, and a plethora of wild animals and birds. The family grows cereals and organic vegetables, and also makes its own preserved vegetables, pickled cabbage, and borscht soup – all of which customers can buy at Targ Pietruszkowy markets.
“When we started organic farming twenty years ago, we never imagined our farm would be so successful. We didn’t expect our products to be sought after and appreciated for their benefits to the body’s well-being. We also won third place in a national competition for the best organic farm in Poland and have featured in TV programs.” - Lucyna and Marek Gaweł
“We’ve witnessed how our biweekly markets have had a positive impact on the lives of local smallholder producers, who would previously sell their sustainably grown products at their farms or other Krakow markets for prices a lot lower than what they were worth. Customers were unaware of the benefits of paying more for organic products. By establishing our market, we’ve helped farmers get better payment for produce that requires dedication to grow,” shared Alicja Kowalik.
Targ Pietruszkowy fosters dialogues between producers and consumers to bridge the gap between farm and table
Vegetables stand at Targ Pietruszkowy (photo by Karmawkadrze)
Every Wednesday and Saturday, hundreds of customers visit Targ Pietruszkowy. Behind its stalls are organic fruit and vegetable growers, jam makers, freshwater fish farmers, and more – all eager to answer questions about their products, promote their nutritional benefits, and share healthy recipes.
Targ Pietruszkowy upholds strict organic-farming criteria, ensuring all of its exhibitors are organic certified or adhere to no-pesticide policies. In 2018, Targ was the first market in Poland to join the prestigious Earth Market network. This project supports markets that work with small-scale producers who can personally guarantee the quality of their products and their eco-friendly methods.
Environmentally-conscious customers can gain greater insight into the sustainable farming and production practices used to cultivate the food they buy on trips to exhibitors’ farms organized by Targ Pietruszkowy. These visits provide local small-holder farmers with an additional form of income and the chance to share the stories behind their farms, many of which have been passed down from generation to generation.
Producer spotlight
The Chojecki family farm has brought together multiple generations to grow delicious, seasonal fruit for over 20 years. The family starts the fruit season with honeyberries and serviceberries, which provide a much-needed dose of vitamins after the winter. In summer, they harvest juicy plums, peaches, apricots, and sea buckthorn. In September, they pick Brazilian raisins, goji berries, and apples. The fruit season comes to an end with mini kiwis, which are collected until the first frost.
“For years, gatherings around the table have been important in our home, including what is served on it. We strive to translate this value into the cultivation of our fruits. We’ve been selling fruit at Targ Pietruszkowy every Saturday for eight years. Seeing our customers and friends brings us immense joy and we look forward to welcoming them to our farm.”
- Jan, Maria, and Adriana, Chojecki farm
Targ Pietruszkowy promotes food literacy to shape healthier, more sustainable food systems for future generations
Stand for kids with painting activities during Targ’s 10th anniversary celebration (photo by Karmawkadrze)
In 2022, the Targ Pietruszkowy Foundation received the ‘Kryształy Soli’ Award in the category of sport, tourism, ecology for its active role in promoting healthy eating, sustainable development, and zero waste practices through regular workshops and events, and its work to raise awareness of the food heritage of Poland’s Małopolska region.
Involving children in food choices and helping them to recognize nutritional, locally-grown food is also key to Targ Pietruszkowy’s approach. Fun educational activities and tasting sessions of healthy snacks aim to cultivate food awareness and knowledge among the youngest market-goers.
““Since the very beginning, Targ Pietruszkowy has been a meeting point between sellers and buyers for the exchange of knowledge, fostering a sense of unity and strengthening local identity.” ”
Photos from Targ’s 10th anniversary celebration (photos by Karmawkadrze)
Over the years, Targ Pietruszkowy has built a network of local chefs, connecting them with local organic suppliers to bring sustainably grown ingredients to the tables of restaurants in Krakow.
Targ Pietruszkowy joined the NESsT - IKEA Social Entrepreneurship Poland and Romania Accelerator program in 2021. NESsT offered the social enterprise patient financing plus business development support to expand its social and environmental impact in Krakow and the surrounding communities. By spring 2023, the social enterprise had already achieved 97% of its social impact target for the year.
Since joining the program, Targ Pietruszkowy has leveraged NESsT and IKEA Social Entrepreneurship’s support to upgrade its online sales platform to enhance functionality and optimize the sales process, with the aim of supporting more small-holder farmers in rural areas to reach new customers.
NESsT’s investment has also allowed the social enterprise to purchase equipment to sustain its growth, navigate new markets, and expand on its impact goals.
Alicja Kowalik, President of the Targ Pietruszkowy Foundation holding a bouquet of local vegetables on cover photo (photo by Karmawkadrze)