Market access, marketing, AI applications: SPAR Regions Treasures program provides tangible help for small producers

“In the domestic commercial market, small producers and smaller suppliers often start at a disadvantage due to their production limitations and can rarely appear in the selection of a large food retail company. In 2021, SPAR Hungary launched the multi-awarded Regions’ Treasures program to support local small producers in bringing their high-quality, artisanal products to the market. The initiative gave local partners the opportunity to shorten the supply chains and deliver their high-quality products to SPAR stores from the catchment area of ​​a few tens of kilometers of our company’s 7 regional centers, causing the least possible environmental impact. The person of the producer is also extremely important to us, we are looking for partners who care about their product. In 2025, we will continue the program with the involvement of new partners, and we will also further develop the Regions’ Treasures logistics system and the products will be given an even more prominent appearance in the stores,” explained Márk Maczelka, SPAR Hungary is the head of communications.

SPAR Hungary distributes more than 550 products from 125 suppliers nationwide in the Regions’ Treasures program. Products from 23 product groups – including dairy products, meat products, pasta, eggs, preserves, pickles, snacks, oils, sauces, creams, honey, jams, alcohols and non-alcoholic drinks – are offered in stores in the given region. Customers can recognize the products participating in the program in hypermarkets and supermarkets by the “red apple” logo. In recent times, the most successful products among customers have been chicken eggs, dairy products, vermicelli, homemade pork crackling and Dubai chocolate ice cream. The supplier partners provide a livelihood for approximately 800 people nationwide.

“The feedback we receive is extremely positive: our customers consider the quality and taste of the artisanal products to be excellent. Small entrepreneurs are satisfied with the cooperation and are proud that their products can also be found on the shelves of SPAR stores. They also consider our educational programs important because they can capitalize on the knowledge they have gained there,” added Márk Maczelka.

SPAR Hungary also supported its small-scale producer partners with various training courses in 2024. As part of the SPAR Marketing Bootcamp event organized for suppliers of the Regions’ Treasures program, a total of 30 experts gave presentations in the areas of business strategy, marketing and business development, social media, branding, finance, and logistics. Participants received a deeper insight into SPAR’s artificial intelligence-based application, which helps with communication. Thanks to the University of Pécs, suppliers were able to learn how their products appear on the shelves to consumers through an eye camera examination.