Based in Warsaw, Princes Polska will deliver sales, marketing and category management expertise to retail and wholesale customers in the region.
The new office will report to Princes BV, the food and drink group's Continental European HQ in Rotterdam, set up in 1989. Princes is already active in Central and Eastern European markets through the sale of its portfolio of products. Its second European office will support the group's development plans.
"Princes is targeting growth in mainland European retail, wholesale and food manufacturing markets. Our strategy is to expand through partnerships, joint ventures and selective strategic acquisitions," said Princes MD Ken Critchley.