Market access, marketing, AI applications: the SPAR Regional Treasures programme provides tangible help for small producers
The number of high-quality, domestic products from small producers, artisan companies, smaller wineries and breweries in the range of SPAR and INTERSPAR stores has increased to more than 550 thanks to the chain’s Regional Treasures programme. Small enterprises provide jobs to a total of 800 people nationwide.
“In the domestic commercial market, small producers and smaller suppliers often have a disadvantage due to their production limitations and can rarely feature in the selection of a large food retail company. In 2021, SPAR Hungary launched the multi-awarded Regional Treasures (Régiók Kincsei) programme to support local small producers in bringing their high-quality, artisanal products to the market. The initiative gave local partners the opportunity to shorten the supply chains and deliver their high-quality products to SPAR stores from the catchment area of a few tens of kilometres of our company’s seven regional centres, causing the least possible environmental impact. The actual person behind the producer is also extremely important to us, we are looking for partners who truly care about their product. In 2025, we will continue the programme with the involvement of new partners, and we will also further develop the Regional Treasures logistics system, and the products will be given an even more prominent display in the stores,” shared Márk Maczelka, head of communications at SPAR Hungary.
SPAR Hungary distributes more than 550 products from 125 suppliers nationwide as part of the Regional Treasures programme. Products from 23 product groups – including dairy products, meat products, pasta, eggs, preserves, pickles, snacks, oils, sauces, spreads, honey, jams, alcohol and non-alcoholic drinks – are offered in stores in the different regions. Customers can recognize the products participating in the programme in hypermarkets and supermarkets by the “red apple” logo. In recent times, the most successful products among customers have been chicken eggs, dairy products, vermicelli, homemade pork crackling, and the Dubai chocolate ice cream. The supplier partners provide a livelihood for approximately 800 people nationwide.
“The feedback we receive is extremely positive: our customers find the quality and taste of the artisanal products excellent. The small entrepreneurs are satisfied with the cooperation and are proud that customers can find their products on the shelves of SPAR stores as well. They also consider our educational programmes important because they can put the knowledge they have acquired there to good use,” added Márk Maczelka.
SPAR Hungary supported its small-scale producer partners with various training courses in 2024. As part of the SPAR Marketing Bootcamp event organized for suppliers of the Regional Treasures programme, a total of 30 experts gave presentations in the areas of business strategy, marketing and business development, social media, branding, finance, and logistics. Participants received a deeper insight into SPAR’s artificial intelligence-based application, which helps with communication. And thanks to the University of Pécs, suppliers were able to learn how their products appear on the shelves for consumers through an eye camera examination.
Small businesses also have the opportunity to cooperate with two universities: the cooperation with Budapest Metropolitan University is in its third year, and the cooperation with the University of Pécs started in 2025. The students provide solutions to various marketing issues: future marketers with up-to-date, fresh knowledge and perspectives, who are already visibly committed to the small business sector are tasked with the challenges.
The company promotes the small businesses participating in the programme in several ways. It provides them with the opportunity to introduce themselves at its events, and they are also given a prominent appearance on social media platforms and in its flyers. The chain runs a blog about the programme, and up-to-date information can also be found on the new Regional Treasures website, where the necessary instructions for joining are available for everyone interested.
Many of these producers were also featured in the company’s podcast: Enikő and Balázs Káli, owners of Káli Winery, talked about why wines from the Káli Basin are special. In another episode, Gábor Szita, creator of the artisanal Zala dödölle, talked about what ten years of travelling taught him and how a world traveller became a caterer. Zsuzsanna Dobrádi and István Gyüre, founders of Csengő Manufaktúra in Pusztazámor, shared their thoughts on how their business started and how a dressage rider became a cheesemaker.
