Michał Taraska, Hazera’s Global Value Chain Lead, was practically born into the world of agriculture—his family’s farming roots go back generations. With a master’s in agribusiness and a life-long fascination with how a tiny seed can turn into something amazing, he’s spent 15 years in the seed and vegetable industry. Almost nine of those were with Linagrain, and for the last five, he’s been shaping the Fresh Chain first in Poland and now in his global role.
What is a common myth about your job or field of expertise?
“People think that I’m always in meetings with retailer stores and their managers, but in reality, what takes up a lot of my time is preparation. Putting a product on the shelves takes a lot of effort. There are plenty of great vegetables on the market, and getting retailers to choose yours requires the cooperation of multiple departments and stakeholders for instance coordinating with breeders, analyzing market needs, and working with traders and retailers. Another myth is that in Fresh Chain, vegetables need branding too. Everyone takes the importance of branding for products like clothing or electronics for granted, but branding is also crucial for selling vegetables. You cannot just rely on the fact that they’re tasty and healthy—you need to make customers want them.”
In your opinion, what is the most important personality trait someone should have to work in your industry?
“I think it’s perseverance, and what I call the ‘gardening approach’ to business” Michal explains. “A gardener never expects his work to be finished—he knows it’s a continuous cycle. Just like we do. We plant seeds, nurture them, care for the garden every day, and harvest. Then, we start all over again. To thrive in this business, you need passion, a forward-thinking mindset, and a deep understanding of consumption and health trends. You need to bring quality and build trust, because people rely on both you and the product you deliver.” Then Michal adds “being open, positive, and eager to foster relationships with your business partners are also essential traits.”
Tell us about a project you’re proud of and why?
“The project I’m most proud of is participating in the Fruit Logistica Innovation Award 2024 with our mini seedless watermelon, Exceed. When we began preparing for this event, we had a very tight timeline. But thanks to our dedicated team, an exceptional product, and a strong partnership with Staay Food Group, we achieved incredible success. This year, we were proud to return to Fruit Logistica, where we had a lot of meetings with major players interested in our tomato varieties.
What does “Hazera- Growing Together” mean to you?
“For me, the core principle is building strong cooperation with our stakeholders and partners. Our goal is to support their success and grow alongside them. We strive to showcase the best of our products and pipeline, ensuring that together, we achieve sustainable growth and success.”
Tell us something interesting about yourself that most people don’t know.
People who work with me quickly notice that I’m dyslexic, which means I sometimes make mistakes when speaking or writing emails. It’s more challenging for me than for the average person, but I also see dyslexia as an advantage as it enhances my creativity and intuition. I rely on my instincts to understand market trends and solve problems quickly by recognizing the most effective solutions.”
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