{"id":70974,"date":"2025-05-28T13:14:31","date_gmt":"2025-05-28T11:14:31","guid":{"rendered":"https:\/\/bcsdh.hu\/?p=70974"},"modified":"2025-05-28T13:14:31","modified_gmt":"2025-05-28T11:14:31","slug":"market-access-marketing-ai-applications-the-spar-regional-treasures-programme-provides-tangible-help-for-small-producers","status":"publish","type":"post","link":"https:\/\/bcsdh.hu\/en\/member-news\/market-access-marketing-ai-applications-the-spar-regional-treasures-programme-provides-tangible-help-for-small-producers\/","title":{"rendered":"Market access, marketing, AI applications: the SPAR Regional Treasures programme provides tangible help for small producers"},"content":{"rendered":"
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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.<\/strong><\/p>\n

\u201cIn 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 (R\u00e9gi\u00f3k 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\u2019s 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,\u201d shared M\u00e1rk Maczelka, head of communications at SPAR Hungary.<\/p>\n<\/div>\n<\/div>\n

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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.<\/p>\n

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“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 M\u00e1rk Maczelka.<\/p>\n

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 P\u00e9cs, suppliers were able to learn how their products appear on the shelves for consumers through an eye camera examination.<\/p>\n

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 P\u00e9cs 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.<\/p>\n

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<\/a> about the programme, and up-to-date information can also be found on the new Regional Treasures website<\/a>, where the necessary instructions for joining are available for everyone interested.<\/p>\n

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Many of these producers were also featured in the company’s podcast: Enik\u0151 and Bal\u00e1zs K\u00e1li, owners of K\u00e1li Winery, talked<\/a> about why wines from the K\u00e1li Basin are special. In another episode<\/a>, G\u00e1bor Szita, creator of the artisanal Zala d\u00f6d\u00f6lle, talked about what ten years of travelling taught him and how a world traveller became a caterer. Zsuzsanna Dobr\u00e1di and Istv\u00e1n Gy\u00fcre, founders of Cseng\u0151 Manufakt\u00fara in Pusztaz\u00e1mor, shared their thoughts<\/a> on how their business started and how a dressage rider became a cheesemaker.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"

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 […]<\/p>\n","protected":false},"author":4,"featured_media":65627,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[],"class_list":["post-70974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-member-news"],"yoast_head":"\nMarket access, marketing, AI applications: the SPAR Regional Treasures programme provides tangible help for small producers - BCSDH<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bcsdh.hu\/en\/member-news\/market-access-marketing-ai-applications-the-spar-regional-treasures-programme-provides-tangible-help-for-small-producers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Market access, marketing, AI applications: the SPAR Regional Treasures programme provides tangible help for small producers - 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