The purpose of this work was to conduct a benchmark study to find the best solution in the field of the most effective distribution channels and increase the sales of traditional products in Poland. The analysis compared the solutions regarding the functioning of the market of regional and traditional products in various EU countries, including Germany, France, Portugal and Italy. It has been shown that the best strategies for offering regional products exist in Italy. Regional and traditional

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... roducts in this country are offered in supermarket chains, in the direct sales system or in specialized distribution points, using various marketing strategies. Therefore, the attractiveness of these forms of distribution is increasing. Such a strategy for offering regional products can also be a success in Poland.