Nearly 140 domestic suppliers, 60% growth – SPAR Regions Treasures program accelerates with AI solutions

“With the Regions Treasures program, our goal is to provide a real development opportunity for Hungarian small businesses producing quality products. We are not only looking for products, but also for committed partners for whom quality and joint growth are both important. The success of the program shows that customers are increasingly looking for reliable, locally sourced food,” said Márk Maczelka, Head of Communications at SPAR Hungary.

National coverage, continuous expansion

The program operates around seven regional centers. By the end of 2025, most suppliers were operating in the capital – 26 partners, 110 products – and the Mecsek region – 25 partners, 84 products – but a significant supply of products from local entrepreneurs was also available in the regions of Venence, Zala, Alföld, Nyírség and Kisalföld. In one year, the number of suppliers increased from 128 to 139, and the number of products from 532 to 569. The selection now covers 23 product categories – from dairy products and eggs to meat products, dry pasta and artisanal snacks, to drinks and desserts. Last year, gluten-free products and seasonal candies appeared as new categories in the range.

Strong customer demand, outstanding turnover growth

The demand for local products is continuously increasing. The product categories sold in the largest numbers included ice cream, eggs, dairy products, dry pasta and meat products, but artisanal snacks and pastries – such as cheese sticks, tallérs or puszedlik – were also extremely popular. SPAR not only provides its partners with a sales channel, but also provides complex development support. Within the framework of the very popular SPAR Supplier Academy and Business Bootcamp, businesses gain business, marketing and branding knowledge. In 2025, digital support was further expanded: an AI-based content creation solution became available to partners, which simply helps with social media communication. In addition, university and chamber collaborations, as well as the development of background systems and logistics processes, continued. And customers will soon be able to get even closer to the producers: supplier signs placed at the entrances of the stores involved in the program introduce the local partners of the given region.

Hungarian success on the international market

An important milestone in the history of the Regions’ Treasures program is that a domestic partner’s product has reached the export market. The highly successful Dubai chocolate ice cream produced by Bocco Doro – which has already appeared in SPAR’s own-brand range – was also introduced in Croatia and Slovenia. The example clearly shows that the program not only represents a domestic sales opportunity, but can also open up an international growth path for Hungarian small businesses. SPAR has helped numerous partners develop from launch to national presence. In the case of Zalai Dödölle, the joint work lasted from the design of the packaging and presentation to its inclusion in the range, while SEMEC Hús products became increasingly widely available through gradual market expansion. SPAR’s selection criteria remain unchanged: local ingredients, traditional processing, high quality and a committed producer background. The aim of the program is to ensure that local values ​​can reach customers in a competitive and sustainable manner.

Further expansion expected in 2026

SPAR will continue to develop the Regions’ Treasures program in 2026 with the aim of making quality domestic products available in as many stores as possible. The company is gradually expanding the range of nearly 200 of its own SPAR supermarkets with the program’s products, and is also planning to involve franchise stores. In addition, the company remains open to new partners who would like to join the initiative.

SPAR aims to make as many quality Hungarian products as possible available to customers, while the Regions’ Treasures program offers real growth opportunities for small businesses that are ready to take it to the next level. “Regions’ Treasures is a huge opportunity for domestic producers: we would like their quality products to be able to prove themselves in regional settings, in cooperation with large companies, and to build long-term, shared successes with our partners,” emphasized Márk Maczelka.