Since 2016, the AMC has been working together with the Hungarian industry association Fruitveb on a marketing program with the purpose of promoting both domestic consumption and the export of fruit and vegetables. The marketing measures should primarily highlight the high quality of the Hungarian export goods. And they are successful at this, as the numbers show. Over 80 percent of the total export production in the fruit and vegetable sector goes directly to the European Union and 40 percent of the goods are marketed within the German fruit industry. The focus is mainly on peppers and drupes, but also on sweetcorn, walnuts and peas of Hungarian origin.
The agricultural sector in Hungary varies greatly, emphasizes Mr Illés and his colleague László Daróczi, the managing director of the Agricultural Marketing Center. There are several climatic zones within the Hungarian national borders and thus each region has its own production or main products. Daróczi: "Producers from northern Hungary, for example, are very strong with their apricots and eastern Hungary is more into apples.”
In general, however, the Hungarian export market is growing steadily and this has to do largely with the close bilateral relations between Hungary and Germany, Illés said. “The constant research for new breeds is also partially funded by the German state. The product ranges must also constantly evolve because of climate change. For example, blackcurrants are not as important as they used to be, while yellow melons are being grown more and more.”
However, the two specialists also believe that there are still many challenges in the near future on the way to stability and continuous performance. Apart from the great competition of Eastern European neighbours such as Poland and the Balkans, technology - such as digital solutions, risk management and protective measures - is becoming increasingly important. Illés: "Certain cultivation areas are still lagging behind. But it is also important to state that genetic modification has been banned by our Constitution since 2011. As a result, we can not cultivate certain products.”
For more information: