Growth on a changing market
Once again domestic wholesale trade demonstrated its flexibility and ability to renew itself in the past year. The market environment is simultaneously defined by changing consumer habits, economic uncertainty and ongoing changes in the structure of trade – all of which make it necessary for market players to adapt quickly. The goal of companies is no longer just to guarantee stable operations, but also to chart a course for long-term sustainable development.
This article is available for reading in Trade magazin 2025/10.
Digitalisation has become unavoidable by now and innovative solutions also play a key role in developing customer relationships, supporting fast service tailored to individual needs. As for the supply side, it is characterised by continuous portfolio renewal. However, the future will be determined not only by economic realities, but also by professional knowledge, a stable background and trust.
In the followings, wholesalers, distributors and importers share what has happened so far this year, and we also present their business results for 2023 and 2024.
27 years in the HoReCa sector
Agria Drink Kft. has been a stable player on the domestic beverage and food wholesale market for 27 years. In 2024 they managed to maintain their strong market presence with HUF 7bn sales. A large part of their turnover is realised in Heves County, the surrounding areas, and hotels and restaurants in Budapest. They also play an important role in mass catering, primarily through the provision of services to commercial kitchens.
“For us long-term business relationships are always built on trust and mutual development”,
says head of company Polett Hervai.
2025 has opened a new chapter in the company’s history: the corporate management system is updated with IT modernisation.
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2024 was the year of innovation and customer satisfaction
János Péterszegi
owner and CEO
BA-HA-MA’S
For BA-HA-MA’S Kft. 2024 was a year of conscious development and strengthening long-term customer relationships.
“We have introduced a new, customer-friendly online platform that ensures faster administration and a simpler ordering process. We have shortened delivery times with modern logistics solutions and offered more flexible delivery options, plus we have also revamped our customer service”,
says János Péterszegi, owner and CEO of BA-HA-MA’S Kft.
Bahamas Wholesale pays special attention to product development and one of the milestones in this domain was adding a new product to the Passner private label product portfolio, launching a product that hasn’t been available on the market earlier.
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Stronger partnerships, higher-level customer service
István Czírbusz
owner responsible
for trade
Baromfiudvar 2002
In the autumn of 2024 Baromfiudvar 2002 Kft. launched its online ordering platform, WebRend, which they keep developing in line with customer needs.
“Our goal is to make it possible for partners to manage their orders in a simple and transparent manner, by this supporting more efficient cooperation”,
says István Czírbusz, the company’s owner responsible for trade.
When developing the product selection, Baromfiudvar 2002 Kft. strives to actively shape trends and provide customers with a professional background.
The goal is clear: to meet international tastes and expectations and the key to this lies in regular professional training, so that customers can rely on sales colleagues as gastronomic experts.
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Private labels and new opportunities
György Zentai
managing director
Gorky és Zentai
For 13 years Gorky és Zentai Kft. had been exclusively operating in retail, but on 1 January 2023 they launched their wholesale business.
“We were newbies in wholesale, but the experiences of the first year alone helped us a lot in finding our place in this segment”,
comments György Zentai, managing director of Gorky és Zentai Kft.
In 2024 the company managed to establish contacts with larger multinational companies. By the end of the year wholesale sales grew to net HUF 250m and the number of private label products doubled. Today there are 1,800 products in the portfolio of manufactured private label and imported products.
The company is proud that – according to preliminary calculations – its wholesale sales revenue will grow to HUF 1.5-2bn this year.
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Results and new directions
István Szívós CEO (left) and Sándor Kovács owner (right)
Bramcke Hungary
Bramcke Hungary Kft. is the Hungarian subsidiary of the Bramcke Group. Over the past seventeen years the company has become Hungary’s most dynamically developing professional distributor, and last year it continued to operate under a new name. Avide lighting products, Entac electrical solutions and AgfaPhoto mobile energy products play a prominent role in the portfolio. Bramcke has also become the official distributor of Energizer and from October 2025 it also represents the globally recognised Wilkinson brand.
“We are very proud that A-category brands have joined our portfolio. This expansion also confirms that our partners trust us”,
points out Sándor Kovács, owner of Bramcke Hungary Kft.
“We believe that a stable background, continuous innovation and thinking together with our partners will enable us to create value in the long term”,
adds CEO István Szivós.
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Asian flavours in the heart of Europe
Dr. Phan Xuan Chi
owner-managing
director
Chimpex Hungária
Chimpex Hungária Kft. specialises in the wholesale of food and beverages. It is one of Hungary’s leading importers of instant soups and Asian foods, and the company has been serving the domestic and Eastern European markets for nearly three decades. They have a nearly 7,000m² warehouse, more than 1,000 partners and nationwide coverage.
“Chimpex is an important distributor of Vietnamese and Thai manufacturers and South Korean products – spices, sauces, noodles, rice, teas and canned goods that meet European tastes and strict food safety standards”,
informs Dr Phan Xuan Chi, owner and managing director of Chimpex Hungária Kft.
Chimpex places great emphasis on reliable service, customised solutions and constant innovation.
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New flavours, new packaging
Gábor Bedenek
commercial director
Del Pierre Central Europe
Del Pierre Central Europe Kft.’s operations in 2024 were determined by a price-sensitive market environment burdened by economic difficulties: the value of the consumer basket dropped, the focus shifted to volume products and the concentration of retail continued.
“We paid particular attention to building our Twist canned fish brand: we introduced 3-packs for Twist canned tuna and expanded the portfolio with new flavoured product variants. Twist salmon products also appeared on store shelves in two flavours and were well received by consumers. Soon the Poco Loco brand will expand with new products and we will also revamp the packaging to better meet consumer expectations”,
says commercial director Gábor Bedenek.
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Tradition and renewal
István Ottó Foltin
owner
Foltin Globe
Foltin Globe Kft. is a key player in the food import and distribution segment and thanks to continuous investment and development over the past decades, since 2011 the company’s headquarters have been located in Nagytarcsa, next to the M0 motorway, where it operates a modern commercial and logistics base with 18,000 pallet spaces.
“We review our product selection annually and optimise it based on customer needs and market trends. In addition to the HoReCa and gastro wholesale channels, we also have an increasing number of returning customers in the B2B sector”,
we learn from István Ottó Foltin, owner of Foltin Globe Kft.
The company believes it is essential to adapt to changing consumer habits, so they have been focusing on increasing efficiency.
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Focusing on customer experience and regular renewal
Tibor Kerekes
purchasing manager
Forrás Áruház
2024 was a big test for Forrás Áruház Kft: market changes had a negative influence on their reseller partners, which account for a large part of their turnover – many small Hungarian-owned retail businesses were forced to close.
“In this situation we began following a new strategy and turned our attention towards retail customers. We expanded our product selection and adjusted our pricing to make it an attractive alternative for a wider range of consumers”,
reported Tibor Kerekes, purchasing manager of Forrás Áruház Kft.
In 2025 they introduced a new, modern checkout system in stores, which not only speeds up service but also makes targeted promotions possible.
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New momentum for international brands
Imre Pulai
managing director
Heinemann Testvérek
Imre Pulai, managing director of Heinemann Testvérek Kft. says his company was able to further increase its sales revenue in 2024, once again exceeding HUF 10bn.
“In addition to well-known brands like Jim Beam, Sierra Tequila and Tatra Tea, our other brands such as Berentzen fruit liqueur and Mozart chocolate liqueur have also performed very well. Our international wines have shown spectacular growth”,
reports Imre Pulai.
The company sees growing demand from consumers and retailers in the “ready-to-drink” category, so in addition to their Jim Beam & Cola product, they have introduced two new Tatra Tea cocktails, Tatra Tea & Cola and Tatra Tea Tonic, in can format. In the Three Sixty vodka rage three new RTD variants were added.
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New logistics centre
Mesimeris Stavros
owner
Hellas-Invest
For Hellas-Invest Kft. 2024 was a period of stable growth and strengthening customer confidence.
“It is important for us to ensure a stable inventory, so that we can respond flexibly and quickly to partner needs. Last year we further strengthened our relationships with suppliers and customers, and we continuously sought out new products to improve our offering”,
informs Mesimeris Stavros, owner of Hellas-Invest Kft.
In 2025 the company reached a new milestone: they began planning their new logistics centre. The building will be much larger than the current warehouse, which will allow the company to expand its product range and introduce new brands and products.
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Stable growth, new opportunities
Zoltán Péterszegi
managing director
Húsház Hungary
Húsház Hungary’s food wholesale business had a successful year in 2024, despite the challenging economic environment.
“We are really proud of the significant improvement we have achieved in terms of efficiency and profitability, considering the market conditions. One of our biggest investments in recent years, our modern cold storage infrastructure, was already operating at full capacity in 2024. As a result, the quality and reliability of our goods handling has reached a new level”,
notes Zoltán Péterszegi, managing director of Húsház Hungary Kft.
In 2025 the company is paying special attention to digitalisation, with greater efficiency in mind.
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Régiós sikerekből országos növekedés
From regional success to nationwide growth
In 2024 Jan-Ker 2001 Kft. increased its sales turnover by more than HUF 3bn, placing the South East Hungary based firm among the TOP 100 trade companies.
Anita Miklós
managing director
Jan-Ker 2001
“Nearly 400 of our employees work to serve tens of thousands of customers every day, from our two logistics centres and 23 stores through approximately 2,000 resellers”,
says Anita Miklós, managing director of Jan-Ker 2001 Kft.
Their wholesale business works with nearly 350 suppliers and around 10,000 different products.
In 2025 the focus is on expansion and strengthening wholesale partnerships. Jan-Ker opened its newest store in Budafok and the goal is to have a nationwide network of at least 50 stores. They want the Jan-Ker name to be synonymous nationwide with reliable wholesale and responsible, innovative operations.
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Orbico Hungary – With a new structure and growth in mind
Zoltán Becze
general manager
Orbico Hungary
2024 brought big organisational changes to Orbico Hungary. During the restructuring of the company, they switched to an operating model thanks to which domestic organised and independent retailers can be reached more effectively – in addition to the modern trade channel. .
“We managed to achieve growth in the FMCG segment, while sales of Shell lubricants remained stable despite the challenges of the economic situation. In 2025 we want to ensure short-term stability and medium-term growth opportunities. Our focus is on innovation, portfolio expansion and strengthening strategic partnerships”,
outlines Zoltán Becze, general manager of Orbico Hungary Kft.
The company is expected to reach HUF 55bn sales in 2025.
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Creating value for the future
István Justin
COO
Real Nature
Real Nature Kft. has been promoting health-conscious nutrition for more than 16 year.
“We are convinced that through our constant development work and modern offerings, we aren’t only helping Hungarian consumers in their efforts to stay healthy, but also contributing to the preservation of the environment and natural values for future generations. Key new products include the Bert vegan product line from Székelyföld, PlantOn yogurt culture alternatives, and the Hungarian-made Real Nature dragées, which we have developed ourselves. These perfectly complement the well-known Joya plant-based product line and the NÖM and Real Nature dairy product offerings. Because healthy food can also be delicious”,
emphasises István Justin, COO of Real Nature Kft.
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New products, growing food category
Brúnó Homola
managing director, owner
Salesrep
Following its outstanding growth in 2023, in 2024 Salesrep Kft. proved that it can count on stable, year-on-year sales growth.
“We believe it is important that our partners always have first-hand knowledge of the latest innovations and that we can assess the success of the products introduced together with them”,
points out Brúnó Homola, managing director and owner of Salesrep Kft.
At the beginning of 2025 the company was already working on bringing new product lines and suppliers to the market, which resulted in two new partners strengthening the food category. They now distribute the gluten-free offering of Dutch company Tasty Me and the organic biscuits of Belgian firm Biskids.
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Rum, cream liqueur, whiskey – a success story
Csaba Mosonyi
country manager
Sovereign Brands
Sovereign Brands has American roots and it is one of the world’s fastest-growing alcohol companies.
According to the latest surveys, our Bumbu rum has become the world’s No.1 premium rum, and 2024 brought a breakthrough for Bumbu in Hungary, where it became the biggest premium rum. What is the key to its success? The main secret lies in the taste of Bumbu Original. Bumbu is a sweet, vanilla-flavoured, spicy rum, made in a Barbados distillery according to an old recipe. The company’s latest brand is a whisky called The Deacon.
“The growth of Sovereign Brands and its brands is unbroken for the time being, with the distributor, Pernod Ricard Hungary playing a huge role in it”,
comments Csaba Mosonyi country manager of Sovereign Brands.
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From the cellar to the glass
Zoltán Keresztesi
business development
manager
Winehub Holding
Winehub Holding Kft. is committed to quality wines, sparkling wines and spirits, and passionately believes that each of these is more than just a drink: it is an experience, a story and a connection between people. Winehub primarily operates as a national wholesaler and is the exclusive distributor of several international brands.
“It is important for us that partners get to know our products better, so we organise training sessions with the help of multiple sommelier champion Péter Tüű”,
explains Zoltán Keresztesi, business development manager of Winehub Holding Kft.
They are proud to be importers of premium brands such as Berlucchi Franciacorta, Champagne Jacquart, Lana Tequila, Coppi, and Lheraud cognac, as well as exclusive distributors of Haraszthy Winery products.
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