Opportunity for Hungarian small businesses to make a breakthrough: local foods can be placed on Auchan shelves in a national program

By: Trademagazin Date: 2026. 03. 25. 12:28

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Auchan Hungary and Magyar Termék Nonprofit Kft. announced at a joint press conference that they will further strengthen their cooperation in supporting domestic suppliers’ access to the market. The aim of the “Best of the Region” national supplier program is to create a real opportunity for Hungarian micro, small and medium-sized enterprises to enter modern retail, while making more and more domestic products of controlled origin available to customers.

The cooperation between Auchan Hungary and Magyar Termék has been going on for more than a decade: the department store chain has been using the trademarks since 2013, and since 2014 it has been working in a strategic partnership with the organization to strengthen the visibility and market presence of domestic products. The “The best in the area” program is an important milestone in the partnership between the department store chain and Magyar Termék. The initiative creates an opportunity for local businesses to meet directly with retail decision-makers and prepare for deliveries in a structured manner. In 2025, such an event was organized for the first time in Debrecen, where local producers could present their products to the department store chain’s buyers. The cooperation will continue as a program this year, with the first supplier forum being held in Budaörs in April. This event will focus on entrepreneurs in Pest County and will provide partners with the opportunity to be on the shelves of several stores. Following Budaörs, two more rural stops will be part of the series in 2026.

“This partnership is a real milestone for us, as the cooperation with Auchan encourages us to continuously improve. Thanks to the program, we have raised our operations to a new level, as part of which we have introduced our frozen, so-called skin tray packaging solution with the support of Auchan, so we can offer customers outstanding quality game meat products through Auchan’s shelves”

– said Miklós Támba, Representing Nativus Wild Meat Processing. The company’s products were able to find their way into Auchan’s refrigerators thanks to last year’s supplier forum in Debrecen. According to the suppliers’ experience, it is a significant trust factor for customers if a product appears on the shelves of a national supermarket chain, while local origin remains an important decision-making factor.

“Auchan is constantly looking for ways to offer its customers as many reliable, quality local goods as possible. The “Best of the Region” program is a conscious business decision for us: strengthening the domestic supplier ratio and increasing consumer trust by relying on a stable, controlled trademark system. Our goal is to create real market access opportunities for domestic micro and small businesses in our national retail network, and we are building our domestic supplier base with this program”
– said Géza Vincze, Managing Director of Auchan Hungary Kft.
The value of the initiative is that domestic origin does not appear as a campaign element, but as a permanent supply structure, which simultaneously serves economic development, market and consumer interests.
The professional partner of the supplier program, Magyar Termék Nonprofit Kft., is celebrating the 20th anniversary of the trademark system this year. According to the organization’s data, nearly 250 companies, approximately 6,000 products and almost 48,000 employees are now connected to the Magyar Termék trademark community.
“The Hungarian Product trademark is now a trusted mark, backed by a strict, multi-stage certification process. This system acts as a preliminary quality filter, creating clear criteria for manufacturers, while effectively assisting informed consumer decisions in stores. The trademark helps domestic suppliers to get onto the shelves of modern retail”

– highlighted Eszter Benedek, CEO of Magyar Termék Nonprofit Kft.
According to the latest research, more than 90 percent of customers are familiar with the Magyar Termék trademark, and nearly three-quarters of them regularly choose products with such a designation. Auchan currently offers nearly 1,000 trademarked products in its domestic offering. The company is also constantly working on the development of new private label products, in which the involvement of domestic suppliers plays a key role. Partnership is also reflected in stores and communication.
“One of the keys to the competitiveness of domestic agricultural and food industry enterprises is their ability to integrate into modern retail systems. Initiatives such as the “Best of the Neighborhood” program create a real opportunity for producers not only to produce but also to market their products effectively”

– emphasized Tamás Éder, Vice President of the National Chamber of Agriculture.
The details of the program can be found at the following link, regularly updated: https://auchan.hu/akornyeklegjava page.