The year 2024 is crucial for the global apple market as it is expected to experience a shortage of good quality fruit, creating opportunities for Polish apple producers to expand into new markets. Under the leadership of Mirosław Maliszewski, the Association of Fruit Growers of the Republic of Poland is strategically diversifying exports, with a focus on increasing apple sales to existing EU markets and developing new markets in South America and Asia. The goal is to restore sales to Egypt, where Poland was previously the largest apple supplier, and to lift the embargo on Kazakhstan, a significant market that has limited apple imports from Poland until the end of 2024. This strategy aims to mitigate the impact of the embargo and capitalize on the growing consumption in Egypt, driven by tourist numbers and economic recovery from the COVID-19 pandemic.