Through a glass darkly…
The past period has put a mirror in front of domestic wholesalers, who have been forced to look at what they are doing right and wrong. Experts say the key to success is efficiency, which in the present situation can be achieved by reacting quickly to day-to-day market changes. Relationships built on strong pillars – with both employees and business partners – have become even more important than before.
The article is available for reading in Trade magazin 2023/10.
Today those businesses can expect good results that give priority to innovation and integrate the latest technologies and digital solutions. Customer and partner trust has also become a key issue, and sustainability considerations are more important than in the past when making decisions. On the following pages, some of Trade magazin’s partners, wholesalers, distributors and importers summarise the year, accompanied by their business results for 2021 and 2022. //
International success, investments and family-friendly certification
István Czírbusz
company owner
Baromfiudvar 2002
In the spring of 2022, the Mirbest Group – Baromfiudvar 2002 Kft. is its biggest Hungarian member – joined European Catering Distributors, an international organisation that represents the best European catering manufacturers and distributors. Baromfiudvar 2002 Kft. has also been granted the Family-friendly Place certification as of 2022. In the spring of 2023, the company began using its modern new meat processing and packaging plant, cold storage facility and offices in the nearly 4,000m² Juhász Imre Logistics Centre in Debrecen.
“The secret behind the company’s success is the high quality of its services. In spite of the digitalisation trend, the importance of personal relationships remains our top priority”, says company owner István Czírbusz. //
Efficiency is the key to success
Lajos Kovács
managing director
Biomark
Biomark Kft. has been a stable presence in Hungarian fresh product wholesale for 35 years. “In 2022 – a year full of challenges – we were able to remain a stable presence in the domestic market. We are convinced that the key to success lies in efficiency, one of the most important pillars of which is reacting rapidly to market changes. It is also crucial to be seen as a reliable and balanced partner, by suppliers, customers and employees alike”, explains managing director Lajos Kovács. //
Chef Market: stable and steady growth
Gergely Németh
commercial director
Chef Market
Chef Market doubled its sales revenue in 2022, thanks to a steady increase in the number of HoReCa partners and a significant growth in the size of the customer basket.
“The ‘one stop shop’ system that we have developed by expanding our product selection now fully covers the purchasing needs of hospitality businesses”, informs Gergely Németh, commercial director of Chef Market Zrt.
Although the number of HoReCa units that Chef Market delivers to has nearly doubled in the last two years, the company continues to focus on acquiring new partners and adding new products to its offering. //
Wide availability
Árpád Balássy
sales and marketing director
DunaPro
From 1 September 2022, DunaPro is the new exclusive distributor of Campari Group products in Hungary – the flagship of the portfolio is Aperol. Recently the brand has achieved big success in the domestic market. For years the nappy brand HUGGIES has been a pillar of the portfolio, and this year it will receive special support.
“DunaPro wants to make the brand’s products as widely available as possible to families with young children, both online and offline. We are now working not only with domestic online partners, but also with international chains such as TESCO, Auchan and Rossmann”, explains Árpád Balássy, sales and marketing director of DunaPro. //
New approach leads to success
Tamás Fenes
deputy site manager
Family-Friss
Family-Friss Kft. is the number one drink retailer and wholesaler in the Mosonmagyaróvár region. The pandemic period and the negative economic effects of the war have made the company realise: it is dangerous and risky if the partner base is predominantly made up of a particular customer group. Because of this Family-Friss Kft. is now developing independent retail territories and exploring additional distribution channels.
“Improving our competitiveness isn’t necessarily about financial resources, but about adopting a new approach. In 2021 we introduced a new complex commercial and corporate management system, and launched our B2B business online shop. This year we will open a new C+C store”, says deputy site manager Tamás Fenes. //
New sales strategy
István Ottó Foltin
owner
Foltin Globe
Foltin Globe is a 34-year-old family business that is active in the food import and distribution segment.
“In spite of the difficult economic conditions due to Covid and other negative factors, we have developed a new sales strategy over the last 3 years by reviewing and renewing our product portfolio, resulting in an unprecedented increase in sales. In 2022 we added excise goods to our product selection”, tells István Ottó Foltin, owner of Foltin Globe Kft.
In 2023 the company carries on with its growth strategy, building a new cold storage warehouse where 1,000 more pallets can be stored – this will make it possible to expand the frozen product offering. //
Strong consumer promotions
Attila Piri
marketing director
Heinemann
2022 was an outstanding year for Heinemann Testvérek Kft.
“For us HoReCa, physical retail and online retail are all important, no matter whether we wish to reach consumers directly or through our wholesale partners. In accordance with this, we have launched consumer promotions with many of our brands in all of these channels. We are bringing Germany’s market leader vodka brand, Three Sixty to the domestic market in September”, informs marketing director Attila Piri. //
Building the future in cooperation with partners
Zoltán Máté Gödry Jr.
owner-managing director
HELIT
Helit Kft. has joined the European Catering Distributors (ECD) group as a member of the Mirbest Group.
“This was a very important step in our life, because this means not only bigger strength and stability for Helit than ever before, but also for our partners. Through ECD, we have access to a wider range of production resources and a more stable product base”, explains managing director Zoltán Máté Gödry Jr.
As for Hungary, in the autumn of 2022 the company launched a new generation online shop, where they offer nearly 5,000 different products. Helit’s credo is that they build the future together with partners, therefore the company innovates focusing on partner needs. //
Complete freedom in realising plans
Zoltán Péterszegi
managing director
Húsház Hungary
“We opened a new Húsház Hungary site in Balatonboglár on 26 March 2023. This will become the company’s headquarters in the near future. The 4,000m², 7-dock refrigeration complex features revolutionary solutions, in terms of energy use and other aspects”, says Zoltán Péterszegi, managing director of Húsház Hungary Kft.
The cold rooms have been designed to provide the shortest possible route to the products. Húsház Hungary’s mission is to offer the best service to customers, making food procurement a smooth process for the engines of the economy, entrepreneurs, so that they can build the future together. //
Growing product portfolio
Norbert Horváth
managing director-owner
In-Food 2000
“Growth in consumer awareness, the demand for special quality and health-conscious lifestyles, and the expertise the company has acquired over the years have all contributed to the expansion of the brand portfolio, and to entering new categories. Today In-Food 2000 Kft. represents leading brands in eight categories”, reveals managing director and owner Norbert Horváth.
With its latest brand, the company appears in a new category on store shelves in 2023: Nutrend has been a cutting-edge sports nutrition brand for more than 25 years, with products available in 60 countries worldwide, in 3 main categories. In-Food 2000 Kft. is active in local brand building and consumer communication too. //
Stability and predictability are the main goals
József Ács
owner and managing director
Maus
“The 2022 financial year was a success for Maus Kft., especially in the light of the difficult situation of the retail market. We look on these circumstances as a challenge, which has proven in many cases that close cooperation with our partners is the key to doing business. Our company’s success and efficiency are based on stable human resources, development work and quality services”, emphasises owner and managing director József Ács. //
Getting closer to the targets
Ákos Taferner
head of marketing
METRO
In 2022 METRO Magyarország adopted a new multi-channel wholesale strategy and business model.
“METRO has made progress in its commitment to sustainability, successfully positioning ourselves as a promoter of sustainable gastronomy and plant-based diets. We have extended our Buy More Pay Less pricing, with 3,600 products in this basket at the end of 2022, and the number growing ever since”, says Ákos Taferner, METRO’s head of marketing.
METRO has complemented the traditional Cash & Carry business line with dynamically developing digital and delivery services. The company has everything in place to reach its targets, and increase the share of delivery to 24% and of digital sales to 40% by 2030. //
Distribution that creates value
Zoltán Becze
managing director
Orbico Hungary
Orbico Hungary Kft. is a member of Orbico Group, a network of key distributors operating in 20 countries.
“Since 2012 we have been working to make our brand owner partnerships successful, and to ensure that our retailer partners benefit from the value growth of the premium product categories we represent. We have learned that sustainability means adding value, so our goal is to provide partners with a range of products that best reflects the preferences of their customers and guests ”, says Zoltán Becze, general manager of Orbico Hungary Kft. //
Healthy diet and environmental awareness
Bernadett Strasser-Kátai
owner- managing director
Real Nature
Real Nature Kft. is one of the most efficient food distributors in the domestic market today. Even in the very difficult last few years, sustainability has been a core value at Real Nature, which has resulted in record sales of over HUF 5bn.
“We believe that safe food production and nutrition, besides directly affecting the health of consumers, form an integral part of following the principles of sustainability as we know them today”, explains Bernadett Strasser-Kátai, the CEO of Real Nature Kft.
The company’s Joya, Natumi and Happy plant-based drinks, plant-based Wojnar hummuses and breakfast creams, My Love almond-, coconut- and oatgurts and Lunter tofus have growing market share. The company’s brand building work is well-illustrated by the fact that the share of its own Real Nature branded products has already exceeded 45% of total sales this year. //
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