Around 140 domestic suppliers, 60% growth – The SPAR Regional Treasures programme accelerates with AI solutions

SPAR Hungary’s Regional Treasures programme continued to expand and achieved significant growth in 2025, with a total of 569 products from 139 Hungarian small producers and small businesses now available in SPAR stores. Partners involved in the programme provide livelihoods for around 800 people, while turnover of the products has increased by almost 60 percent in a year.

“With the Regional Treasures programme, our aim is to provide a real development opportunity for small Hungarian enterprises producing quality products. We are not just looking for products, we are looking for committed partners who care about quality and shared growth. The success of the programme shows that consumers are increasingly looking for reliable, locally sourced food products,” explained Márk Maczelka, head of communications at SPAR Hungary.

National coverage, continuous expansion

The programme is organised around seven regional centres. By the end of 2025, most suppliers were operating in the Budapest region – 26 partners, 110 products – and in the Mecsek region around Pécs – 25 partners, 84 products -, but there is also a significant supply of products from local entrepreneurs in the Velence, Zala, Alföld, Nyírség and Kisalföld regions. In one year, the number of suppliers increased from 128 to 139, and the number of products from 532 to 569. The range now covers 23 product categories, from dairy and eggs to meat products, dry pasta and artisan snacks, drinks and desserts. Last year, gluten-free products and seasonal Szaloncukor candies were added to the range as new category.

Strong customer demand, outstanding sales growth

Demand for local products is continuously growing. Ice creams, eggs, dairy products, dry pasta and meat products were the top-selling articles, but artisan snacks and pastries such as cheese sticks, biscuits and gingerbread cakes were also very popular. SPAR not only provides a sales channel to its partners, but also complex development support. The highly popular SPAR Supplier Academy and Business Bootcamp provides enterprises with business, marketing and branding skills. In 2025, digital support has been further enhanced with the availability of an AI-based content creation solution for partners to easily facilitate social media communication. In addition to this, cooperation with universities and chambers of commerce continued, as well as the development of back-office systems and logistical processes. Also, shoppers will soon be able to get even closer to the producers: supplier

billboards will be placed at the entrances of the shops involved in the programme, presenting local partners in the region.

Hungarian success in the international market

It is an important milestone in the history of the Regional Treasures programme that a product of a domestic partner has reached the export market. The highly successful “Dubai chocolate” ice cream , produced by Bocco Doro, which is already available in SPAR’s own-brand range, has also been launched in Croatia and Slovenia. This example shows that the programme not only offers domestic sales opportunities, but can also open up international growth opportunities for Hungarian small businesses. SPAR has helped many partners develop from start-up to a nationwide presence. In the case of “Zalai Dödölle”, the joint work lasted from the design of packaging and presentation to the launch of the assortment, while SEMEC Hús products became more widely available through gradual market expansion. SPAR’s selection criteria remain unchanged: local ingredients, traditional processing, high quality and a dedicated production background. The aim of the programme is to bring local values to consumers in a competitive and sustainable way.

Further expansion expected in 2026

SPAR will continue to develop the Regional Treasures programme in 2026, with the aim of making quality domestic products available in as many stores as possible. The company is gradually adding the programme to its range of products in nearly 200 SPAR supermarkets and plans to expand into franchise stores. In addition, the company remains open to new partners to join the initiative.

SPAR’s aim is to bring more quality Hungarian products to consumers, while the Regional Treasures programme offers real growth opportunity for small businesses that are ready to take their business to the next level. “Regional Treasures is a great opportunity for Hungarian producers: we would like their quality products to prove themselves in a regional context, in cooperation with large companies, and we could build long-term joint successes with our partners,” emphasised Márk Maczelka.

For more information on products, supplier partners and how to join, please visit https://regiokkincsei.spar.hu/ .