The High Quality Food trademark helps more and more consumers make informed choices

By: Trademagazin Date: 2025. 11. 28. 12:01

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The High Quality Food (KMÉ) trademark was created with the aim of helping consumers in their everyday decisions and providing a clear point of orientation in the diverse range of food products – said Beáta Olga Felkai, Deputy State Secretary of the Ministry of Agriculture, at an event organized in Budapest to mark the fifth anniversary of the KMÉ national quality system.

The Deputy State Secretary highlighted that, based on the experiences of recent years, quality, price and reliability continue to be the three determining factors on which consumers make their decisions. The KMÉ trademark, launched in 2019, therefore serves the purpose of clearly highlighting truly high-quality domestic food products from the market.

Beáta Olga Felkai recalled that the idea of the trademark was born in 2018, following a consumer survey that clearly showed that consumers have difficulty navigating the labels and information on products. She added that with the professional support of the National Food Chain Safety Office (Nébih), a national quality system was created that is based on the triad of quality-reliability-sustainability and significantly strengthens the market opportunities of excellent domestic foods.

The Deputy Secretary of State pointed out that the KMÉ trademark not only complies with the requirements of the Hungarian Food Code, but also imposes stricter requirements, such as higher nutritional value, fewer additives or sustainable production technology. The communication campaign implemented with EU funds promoted the trademark on many platforms, from billboards to television and radio advertisements to digital channels, and based on measurable data, it reached approximately 80-90% of the adult population. He added that the system is constantly expanding, and manufacturers can now apply in nearly 70 product categories.

The professional evaluation system guarantees that foods with the KMÉ trademark stand out from similar products available on the market. The product descriptions set objective, measurable and strict excellence requirements, so customers can be sure that the KMÉ designation represents a real, high level of quality. The KMÉ is currently the only national quality system and one of the highest professional recognitions that a food can receive in Hungary. The long-term goal is for the trademark to become the best-known quality designation on the domestic market, the Deputy State Secretary emphasized.