Business Days 2025,
22. – 26. September 2025.
Blind Flight?
FMCG Market Updates
Ticket Validity: September 22–26, 2025
Optional Flight Extension: September 26–28, 2025
Departure & Arrival: International FMCG Airport
(Tapolca, Hunguest Hotel Pelion)
Dispatch Service: marketing@trademagazin.hu
For the past five years, the FMCG market has been operating under uncertain economic conditions, fluctuating in intensity. Consumer activity, unpredictable market environments, and ever-changing regulations continuously reshape plans. Skyrocketing prices, soaring inflation, volatile exchange rates, and dwindling hopes for a balanced supply-demand environment—these are the only “constants” we can rely on.
Why is it a blind flight? Everyday business operations require plans. Plans that allow for measurable performance and results, providing a long-term vision for expansion, development, and adaptation to changes. Economic stability would be the foundation of all this—giving wings to every market player to soar high, even against the wind. But with uncertain economic conditions, every plan becomes unreliable. Adapting to new daily challenges drains resources, shifting focus from long-term strategies to immediate daily, weekly, and monthly survival plans. Moreover, economic instability affects not only businesses but also shapes consumer behavior and decision-making. Currently, most companies in the FMCG market are struggling with these issues. Even the best ideas, development plans, and strategies cannot thrive if the regulatory environment remains unpredictable, and price, exchange rate, and cost stability are out of reach. Under these conditions, businesses are left navigating blindly.
We fly because we must. But where are we headed? Where will we land, and in what condition? These questions remain unanswered for now. The breakthrough that should come from a flying start is still nowhere to be seen in the FMCG sector. Yet, we remain hopeful that as we continue our journey, the turbulence will ease, a clear direction will emerge, we will find the right speed, and a safe landing strip will be in sight—allowing our passengers to feel secure and travel more frequently on predictable routes.
At this year’s Business Days Conference, we invite everyone on a journey like this. We entrust ourselves to our Captains and their expertise. We will listen to why they chose their specific flight path and how they navigate to keep their planes on course. Every passenger will be traveling first-class, but that doesn’t necessarily mean what they hear and experience will be reassuring. Still, we believe that through this shared journey and experience, we will learn how to find the best possible landing strip—even in blind flight—so that we can take off again and continue flying together.
We look forward to welcoming everyone from September 22-26 in Tapolca, at the Hunguest Hotel Pelion, for the largest annual FMCG conference. And for those who are interested, this year’s event can be extended with a special weekend program, offering an engaging, small-group experience.
P R O G R A M
1st Day September 22, 2025, Monday
8.30–9.30 Check-in, waiting in the VIP lounge
9.30–10.00 Boarding Trade Airlines flights
Briefing from the flight attendant: Emília Krug
Welcome address by the Trade Airlines marshal:
Zsuzsanna Hermann, Managing Director and Editor-in-Chief of Trade magazine
BLACKBOX: “Sold-out cities – the impact of major events on local hospitality”
Bálint Oláh, Director at Mastercard
10.00 Passenger aircraft – take-off
Captain’s briefings: general market analysis and association overviews from the past year and a half, envisioning the next, with our invited speakers: Exclusive HoReCa market research prepared for the conference, sector introductions, and professional representation reports
Tünde Turcsán, Managing Director of YouGov Shopper
“Everyone fasten your seatbelts! A snapshot of Hungarian hospitality”
László Kovács, President of the Hungarian Catering Industry Association (MVI), Owner of La Fiesta Party Service
“Can public catering reinvent itself?”
Anna Zoltai, President of the National Association of Public Caterers (KÖZSZÖV)
“Times are changing, are trends and foods changing too?”
Dr. Beáta Olga Felkai, Deputy State Secretary, Ministry of Agriculture
“Against the wind, overweight – A confectionery outlook from the control tower”
László Selmeczi, Managing Director of the Hungarian Confectioners’ Guild (MCI)
12.00 Landing
12.00–13.00 Meeting at the transit VIP Buffet (level -1)
13.00 Flying SAUCER – take-off
Captains among themselves: Exclusive HoReCa market research prepared for the conference and HoReCa experts reflecting on market research data and professional reports, analyzing the past year’s events, and sharing forward-looking thoughts with the audience on upcoming challenges and possible solutions
Captain’s briefing:
“Tradition and evolution – preserving traditions and understanding changes”
Ákos Bősze, HoReCa Development Manager, METRO
Captains among themselves:
Ákos Bősze, HoReCa Development Manager, METRO
István Bruzsa, Sales Manager, Nestlé Professional
Károly Gerendai, Owner of Michelin-starred Costes and Rumour restaurants
Zoltán Kőrössy, Founding Partner, EventTrend Group
Gergely Németh, Commercial Director, Chef Market
14.30 Landing, transfer
14.30 Air Force One Tapolca – take-off
“HoReCa Heroes 2025” competition awards ceremony. Awards presented by: Dr. Beáta Olga Felkai, Deputy State Secretary, Ministry of Agriculture, Attila Kaszás, President of the HoReCa&Event Section of the Hungarian Marketing Association (MMSZ), and Zsuzsanna Hermann, Vice President of the Section, as well as Krisztina Bódi, Operational Manager of the Section
15.00 Landing
15.00–15.30 Airport shopping and meetings at the food court
15.30 GYRO(S)copter – take-off
Captains among themselves: Overview of HoReCa market trends from the perspective of suppliers, operators, hospitality professionals and professional organizations
Zoltán Gottwald, Owner of Hotel Gottwald
Csaba Kanizsai-Tóth, CEO of FÁN Group
Attila Molnár, Owner of Arany Kaviár
Tamás Tőkey, Managing Director of MIRBEST (invited)
17.00 Landing
17.00–17.30 Airport shopping and meetings at the food court
17.30 Sightseeing flight – take-off with our surprise guests
“Like two peas in a pod – In the kitchen and in life”
Claudia Liptai and Ádám Pataki, Owner of Pataki Confectionery, Board Member of the Hungarian Confectioners’ Guild (MCI) (invited)
18.30 Landing
18.30–20.30 Waiting for connection, meanwhile:
METRO cocktail party and oysters in transit until dinner
20.30–24.00 Dinner in the hangar, performance by Mariann Falusi courtesy of Prémium Kert Group, raffle
2nd Day September 23, 2025, Tuesday
8.00–9.00 Check-in, waiting in the VIP lounge
9.00–9.30 Boarding Trade Airlines flights
Briefing from the flight attendant: Emília Krug
BLACKBOX: “The new faces of the Hungarian shopper – crossroads for retail”
Viktória Haász, Senior Consultant at Mastercard
9.30 Glider – take-off
Captain’s briefings: general macro- and agri-food economy, industry and trade market assessment of the past year and a half, and a vision of opportunities and challenges for the next one and a half years with our invited speakers and discussion partners
“There is no plan B. Hungary’s growth imperative (and other prospects for 2026)”
Dr. Ákos Kozák, Co-founder and Director of Economic Research, Equilibrium Institute
“What will happen to you, dear(?) retail?”
Dr. Tamás Kozák, Secretary General of the National Trade Association (OKSZ)
Dr. István Nagy, Minister of Agriculture (invited)
11.00 Landing
11.00–11.15 Aerial refueling
11.15 Jumbo Jet – take-off
Captains among themselves: agri-food economic status report current challenges, opportunities, strategies and plans in a roundtable discussion
Dr. István Nagy, Minister of Agriculture (invited)
Bence Gerlaki, State Secretary, Ministry of National Economy (invited)
Tamás Éder, President of the Federation of Responsible Food Manufacturers (FÉSZ)
Dr. Tamás Kozák, Secretary General of the National Trade Association (OKSZ)
12.15 Landing, transfer
12.15 Air Force One Tapolca – take-off
“Hungarian Product Trade Award of Excellence 2025” competition award ceremony. The competition’s chief patron: Dr. István Nagy, Minister of Agriculture. Awards presented by a distinguished representative of the Ministry of Agriculture, Eszter Benedek, Managing Director of Hungarian Product Nonprofit Ltd., and Zsuzsanna Hermann, Managing Director and Editor-in-Chief of Trade magazine
12.30 Landing
12.30–13.30 Meeting at the transit VIP Buffet (level -1)
13.30 Charter flight – take-off
Captains among themselves: suppliers’ current challenges and opportunities in roundtable discussions
Captain’s briefing:
“Caught between realities, hoping for development – Where does the Hungarian food industry stand in autumn 2025?”
Tamás Éder, President of the Federation of Responsible Food Manufacturers (FÉSZ)
“Voice of the Consumer 2025”
Anita Mekler, Partner at PwC Hungary, Consumer and Retail Industry Leader
Captains among themselves:
Gergely Bálint, Commercial Director, Nestlé
György Galántai, Commercial Director, HELL Energy
Éva Kulich, Commercial and Marketing Director, Haladás Mzg. Goldenburg
Péter Szautner, Deputy CEO and Strategic Director, Bonafarm
15.30 Landing
15.30–16.00 Airport shopping and meetings at the food court
16.00 Charter flight – take-off
Captains among themselves: buyers’ current challenges, new strategies, opportunities in roundtable discussions
Dr. Beáta Kápolna, Purchasing Director, METRO
Zoltán Nepp, Purchasing Director, Lidl
Zoltán Noszlopy, Deputy CEO and Purchasing Director, CBA
Attila Szabó, Head of Purchasing, CO-OP Hungary
László Varga, Product Purchasing Director, Auchan
Krisztina Várkonyi, Purchasing Director, SPAR
17.00 Landing, transfer
17.00 Charter flight – take-off
Captains among themselves: domestic chains and tobacconists’ current challenges and opportunities in roundtable discussions
Captain’s briefing:
“Turbulence: How to weather the storm of consumer panic?”
Andreas Christou, Managing Director, Retail Zoom
Captains among themselves:
Tibor Fekete, Member of the Board of CO-OP Hungary, Chairman & CEO of Coop Szolnok
Zsolt Gyelán, Vice President, CBA
Lívia Jeszenszki, Managing Director, Reál
Zsolt Végső, Owner of Kerekes and Hansa-Kontakt
Captain’s briefing:
“Optimization and risk minimization in card payments”
Ferenc B. Tóth, Managing Director, myPOS
18.30 Landing
18.30–20.30 Waiting for connection
20.30–0.30 Dinner at the VIP Buffet (level -1), surprise guest in transit, raffle
3rd day September 24, 2025, Wednesday
8:00–9:00 Check-in, waiting in the VIP lounge
9:00–9:30 Boarding Trade Airlines flights
Announcement from the flight attendant: Szilvia Krizsó
BLACKBOX: “The rollercoaster of e-commerce, where technology leads and experience drives forward”
Gyula Gallina, Business Development Director at Mastercard
9:30 Jet plane – takeoff
Captain’s briefing: general market assessment of the past one and a half years and future opportunities based on corporate data and household purchasing habits
“How can Hungarian economic growth be restarted?”
Tibor Bodor, Head of Corporate Division, K&H Bank
Tünde Turcsán, Managing Director, YouGov Shopper
Norbert Madar, Head of Digital Commerce, PwC Hungary
11:00 landing
11:00–11:15 Air refueling
11:15 Jet plane – takeoff
Captains among themselves: the challenges and successes of e-commerce in a roundtable discussion
András Ardó, E-commerce Director at Nestlé
Ádám Fürjes, Head of E-shop, Rossmann
Orsolya Hartyányi, CEO of Wolt
Emőke Kiss, E-commerce Director at Auchan
Miroslava Vopatova, Purchasing Director of Kifli.hu and Rohlik.cz (invited)
Captain’s briefing:
Júlia Dalmadi, Founder of TransFoodMission
“Consumer needs and solution trends in e-commerce in 2025”
László Varga, Commercial and Marketing Director at DPD
12:30 landing
12:30–13:30 Meeting in the Transit VIP Buffet (Level -1)
13:30 Cargo plane – takeoff
Captains among themselves: general market assessment of the past one and a half years and future opportunities in the entire supply chain with presentations and roundtable discussion
Aleksandra Banovic, Commercial Director, MHC Mobility
Szabolcs Czifrik, Managing Director, DPD
Nikoletta Kiss, Owner-Managing Director, Palmsped
Csaba Árvai, CEO of Boxy
Captain’s briefing:
“SupplySmart – Pack and deliver smart!”
Adriana Kottrova, Key Account Manager, Smurfit Westrock and Julius Mazan Innovation Manager
“Digital pillow fight: opportunity, stall, struggle, success”
Réka Hilzinger, Commercial Director, Billerbeck and Péter Győri, COO of Infinite
14:30 landing, transfer
14:30 Air fueling station – takeoff
Captains among themselves: the fuel station channel successes and challenges – roundtable discussion
Zoltán Füzes, Mobility Director, Shell Hungary (invited)
Péter Gyúrós, Operations Director, ORLEN
Jan Hrivnak, Managing Director of OMV, Head of Retail Division (invited)
Endre Styaszny, Retail Division Director, MOL (invited)
15:15 landing
15:15–15:30 Airport shopping and meetings at the food court
15:30 Air Force One Tapolca
“Symbol of Sustainability 2025” competition award ceremony. Awards presented by: Dr. Beáta Olga Felkai, Deputy State Secretary, Ministry of Agriculture and Zsuzsanna Hermann, Managing Director and Editor-in-Chief of Trade magazine, President of the Green Section of the Hungarian Marketing Association (MMSZ), and Attila Szűcs, Operational Director of the Section
15:50 landing, transfer
15:50 Solar aircraft – takeoff
Captains among themselves: sustainability status reports from around the world and Hungary, with presentations and roundtable discussions
László Büki, Honorary President of the Association for Sustainable Packaging (FeCso), Owner of BS Plastic
Gergely Hankó, Managing Director, Association of Environmental Service Providers and Manufacturers (KSZGYSZ)
Irén Márta, Director, Business Council for Sustainable Development in Hungary (BCSDH)
A renowned representative of Mastercard (invited)
Captain’s briefing:
“Sustainability: business or responsibility?”
Ivan Holub, Sustainability Director, Danone CEE OPOH
“Sustainability and innovation in the packaging industry”
Zoltán Szőnyi, Sales Director, Dunapack Packaging
16:50 landing, transfer
16:50 Solar aircraft – takeoff
Captains among themselves: sustainability status reports from around the world and Hungary, with presentations and roundtable discussions
Miklós Nagy, Professional Secretary, Hungarian Association of Packaging and Materials Handling (CSAOSZ)
Ildikó Balázs, Director of Corporate Relations, Auchan
Bernadett Strasser-Kátai, Owner-Managing Director, Real Nature
Csilla Zombory, Head of Quality and Environmental Management, SPAR
Captain’s briefing:
“Strategic changes needed – The emergence of Generation Z as a purchasing power in the market”
Szilvia Bódi, Sales, Marketing and Innovation Director, DS Smith
17:45 landing
17:45–18:00 Quick refueling
18:00 Scenic flight – takeoff with our surprise guests
Duty free by Boxy
Szilvia Krizsó in conversation with Dániel Jellinek, Owner-CEO of INDOTEK Group and Gergő Soltész, Investment and Finance Expert
19:00 landing
19:00–20:30 Waiting for connection
20:30–02:30 BBQ dinner in the hangar, followed by a Grand Retro Party
4th Day September 25, 2025, Thursday
8.00–9.00 Check-in, waiting in the VIP lounge
9.00–9.30 Boarding on Trade Airlines flights
Briefing from the flight attendant: Szilvia Krizsó
BLACKBOX: “The world’s first Jedi crash course – how to use AI in personalization?”
Péter Mondovics, Marketing Manager at Mastercard
9.30 Heavy Bombers – Takeoff
Captain’s briefing: Market assessment of the past one and a half years and what lies ahead
“V4: Tariffs, Protection, Desires and Reality”
György Jaksity, Chairman of the Board of Concorde
10.30 Landing, transfer
10.30–10.45 Aerial refueling
10.45 Heavy Bombers – Takeoff
Captains among themselves: Brand Association roundtable about strategy, challenges, and future directions
Tamás Ács, Managing Director of Unilever
Csaba Belovai, CEO of Zwack Unicum
Dr. Ágnes Fábián, Managing Director of Henkel
Zoltán Fekete, Secretary General of the Hungarian Brand Association
Péter Noszek, Managing Director of Nestlé
Attila Sófalvi, Managing Director of MARS
Zoltán Venter, Managing Director of Essity
12.15 Landing, transfer
12.15 Air Force One Tapolca
Presentation of the Chain Bridge Foundation and supported students, with the participation of Zsuzsanna Hermann, Chair of the Board of Trustees and István Matus Member of the Board of Trustees
12.30 Landing
12.30–13.30 Meeting at the transit VIP Buffet (Level -1)
13.30 Stealth – Takeoff
Captain’s briefings: Brand value trends and marketing communication, how and with what success can be achieved, what value means today in Hungary and globally, with presentations
“Brand Footprint 2025 Global & Hungary” results – with award ceremony
Tünde Turcsán, Managing Director of YouGov Shopper and Dorottya Brenner Consultant
“BTL on the radio?!”
András Galavics, Head of Radio Division & Commercial Director at atmedia and János Kapitány Radio Sales & Promotions Director
“Kantar Creative Effectiveness 2025 – The world’s best-performing FMCG ads based on consumer evaluations”
Gábor Tolnai, Division Director at Kantar Hoffmann
“The secret currency of loyalty – How to take loyalty programs to the next level?”
Virág Kiss, Senior Consumer Behavior Consultant at PwC
“Cheaper with Clubcard – 15 years of customer loyalty”
Csilla Kővári, Brand Communication & Execution Lead at TESCO
“SIRHA Budapest 2026: Business opportunities onboard an international exhibition”
Klára Tihanyi, Exhibition Director at Hungexpo
15.00 Landing
15.00-15.15 Aerial refueling
15.15 Fighter Jet – Takeoff
Captains among themselves: Discounters, hyper- and supermarkets about successes and challenges in a roundtable discussion (pending invitation)
Captain’s briefing:
Erik Vágyi, Managing Director of NielsenIQ
16.45 Landing
16.45–17.00 Airport shopping and meetings at the food court
17.00 Emergency Aircraft – Takeoff
Captains among themselves: Drugstores about successes and challenges in a roundtable discussion
Tibor Brezovsky, Managing Director of Müller drugstore
Ferenc Czigány, Commercial Director of Ecofamily
István Dobi, Owner of Dél-100
Mariann Józsa, Managing Director of dm
Marcell Sárközi, Commercial Director of Henkel Consumer Brands
Éva Szimeiszter, Procurement Director of Rossmann
18.00 Landing
18.00–20.30 Waiting for connection
20.30–04.00 Air Show – Gala dinner, Lifetime Achievement Award ceremony, “Retailer of the Year 2025” competition results, award presentations, birthday greetings, followed by music from Vegas Show Band
Day 5 – Friday, September 26, 2025
9:00–9:45 Check-in, waiting at the VIP lounge
9:45–10:00 Boarding Trade Airlines flights
Announcement from the flight attendant: Szilvia Krizsó
BLACK BOX: “Perfect Trilemma – consumption without compromises”
Balázs Hajnal, Director at Mastercard
10:00 Spaceship – Launch
Captains among themselves: our traditional CEO takeaways bring excellent presentations and discussions again this year (upon invitation)
12:00 Landing
12:00–14:00 Meeting at the Transit VIP Buffet (-1 level)
Program subject to change!
6th Day, Saturday, September 27, 2025
14:00–17:30 Free time, wellness
17:30–18:00 Travel to Badacsony, Laposa Winery
18:00–19:00 Winery tour
19:00–20:00 Wine tasting on the Wine Terrace
20:00–22:00 Wine dinner
22:00–22:30 Travel back to Tapolca, Hunguest Hotel Pelion
22:30– Good night, rest well!
6th Day, Saturday, September 27, 2025
7:00–9:00 Breakfast at the restaurant
9:00–10:30 Travel to Celldömölk, Czelli Mill
10:30–12:30 Czelli Mill visit and tasting
12:30–14:00 Travel back to Tapolca, to the Trout Festival
14:00–15:00 Lunch by the lake in Tapolca, then a walk back to the hotel
15:00–17:45 Rest and wellness at Hunguest Hotel Pelion
17:45–18:15 Travel to Sümeg, Sümeg Castle
18:15–19:45 Watch the Sümeg Castle games
19:45–21:30 Royal feast under Sümeg Castle
21:30–22:00 Travel back to Tapolca, Hunguest Hotel Pelion
22:00– Good night, rest well!
7th Day, Sunday, September 28, 2025
7:00–11:00 Breakfast at the restaurant
10:00–11:00 Hotel check-out
11:00– Departure home
Application form
This was Business Days 2024 – Teaser video
Members of the Lánchíd Club will also participate in the conference:
Székács Tibor elnök (Kende Retail, Avokado); Hovánszky László (örökös tiszteletbeli elnök); Baja Sándor (Randstad); Balázs Ildikó (Auchan); Balogh Máté (Lindt); Balogh Tibor; Bánhegyi Zsófia; Bánhidi Attila; Benedek László (Agroloop); Békefi László (Coca-Cola HBC); dr. Boros Péter (Graboplast); dr. Fábián Ágnes (Henkel); Fekete Zoltán (Márkaszövetség); dr. Fischer Béla; Flórián László (Praktiker); Földesi György (Al-Rushaid Group); Gazsi Zoltán; Házi Zoltán; Heiszler Gabriella (SPAR); Hermann Zsuzsanna (Trade Magazin); Jeszenszki Lívia (Reál); Justin István (Real Nature); Kedves Ferenc; Kovács Ágnes (Coca-Cola HBC); Laknerfi-Korin Katalin (Zwack Unicum); dr. Kozák Ákos (lmpetus Research); Krizsó Szilvia; Matus István; Mezei János (Co-op Star); Murányi László; Müller Kornél (Törley); Németh Ottó (Herbow); Noszek Péter (Nestlé); Pálinkás Zsolt (Tesco); Poór Zoltán (Puratos); Rácz József (Prémium Kert); Saltzer Kornél; Soltész Gergő (Ostoros Családi Pincészet); Sófalvi Attila (Mars); Sóskuti György; Strasser-Kátai Bernadett (Real Nature); Szalóky Tóth Judit (The Coca-Cola Company); Szautner Péter (Bonafarm); Tarsoly József (Wienerberger); dr. Tímár Imre (Tanner Trade); Tóth Zoltán (Mindz); Venter Zoltán (Essity); Vuleta Zsolt (Borsodi Sörgyár); Zsinkó Bálint (Graboplast)
