Hungarian food producers face huge opportunities in the Balkans

By: Trademagazin Date: 2025. 03. 24. 11:10

The Balkan Peninsula is playing an increasingly important role in European food trade, and for Hungary, it is an opportunity to be exploited due to its geographical proximity. The Hungarian Food Business Program, the export development branch of the Agrármarketing Centrum, organized two business meetings between March 17-20, 2025, in the economically increasingly important countries of the region, Montenegro and Albania. Although acquiring local market knowledge and business culture is key to successful exports, the growing demand and the dynamic expansion of the local food market mean that Hungarian companies can still successfully establish their foothold in the region.

Businesses must take into account that it will not be without challenges if they want to enter the Balkan market. However, with the right strategy and preparation, the initial difficulties can be made smoother. Such topics were also discussed at the two B2B (business to business) business meetings organized by the Agrármarketing Centrum in collaboration with the local embassies in Podgorica and Tirana.

Although Montenegro is known and loved primarily for its tourist attractions, the country’s increasingly vibrant economy now also represents serious potential for international market players. Eleven domestic companies presented themselves at the two-day meeting organized by the Agrármarketing Centrum in Podgorica. Hungarian food manufacturers offered, among other things, biscuits, honey, cheese and dairy products, baked goods, gins made in Hungary, free products and egg substitutes to interested buyers. On the market information day preceding the business forum, representatives of the participating companies were able to listen to presentations on the characteristics of the Montenegrin food industry. On the second day, József Négyesi, Ambassador of Hungary to Podgorica, welcomed the guests, followed by speeches from Dr. Mladen Perazić, Director of Education and Quality Control at the Montenegrin Chamber of Commerce, and Gergely Giczi, Deputy Managing Director of the Agrarian Marketing Center. At the following business meeting, Hungarian producers and local buyers could continue negotiations and get to know the products of Hungarian food producers.

The program continued in Albania, whose emerging economy could also represent market opportunities for domestic companies. The meeting in Tirana also started with the traditional market knowledge day, during which the participating companies could learn about the specificities of the Albanian market, visit shopping centers, learn about the products of their competitors, as well as legal, tax and quality regulations. Before the business forum the next day, the gathering was greeted by Martina Kasnyik, the Albanian Ambassador to Hungary, and then speeches were given by Péter Ondré, the CEO of the Agrármarketing Centrum, and Gergely Giczi, the Deputy CEO. At the following business meeting, eleven domestic companies also offered their products to the attention of about fifty Albanian buyers, including health-conscious products, flour and seed mixtures, biscuits, dried goods, gin and vodka produced in Hungary.

The Agrármarketing Centrum has visited 6 countries on the Balkan Peninsula in the past year, as similar business forums took place in Bucharest, Belgrade, Sofia and Skopje in the fall of 2024. It is no coincidence that the region has come into the focus of Hungarian food industry companies, as buyers are open to Hungarian products, and the Balkan countries offer serious business potential for companies wishing to export.