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
The chief patron of the conference is Dr. István Nagy, Minister of Agriculture
1st day September 22, 2025, Monday
8.30–9.30 Check-in, waiting in the VIP lounge
9.30–9.45 Boarding Trade Airlines flights
Briefing by the flight attendant: Emília Krug
Welcome address by Trade Airlines marshal:
Zsuzsanna Hermann, Managing Director and Editor-in-Chief of Trade Magazine
9.45–10.00 BLACK BOX: “Sold-out cities – the impact of major events on local hospitality”
Bálint Oláh, Director at Mastercard
10.00 Passenger plane – take-off
Captain’s briefings: general market analysis and association overviews of the past year and a half, with future visions from our invited speakers: HoReCa market exclusive research prepared for the conference, sector introductions, and professional association reports
“Different destinations, changing eating habits – So, what’s on the menu?”
Tünde Turcsán, Managing Director of YouGov Shopper
“Everyone fasten your seatbelts! Overview of Hungarian hospitality”
László Kovács, President of the Hungarian Catering Industry Association (MVI), Owner of La Fiesta Party Service
“Can public catering be renewed?”
Anna Zoltai, President of the National Association of Public Caterers (KÖZSZÖV)
“Times are changing, trends and dishes are changing too?”
Dr. Beáta Olga Felkai, Deputy State Secretary at the Ministry of Agriculture
“Headwinds and overweight – Confectionery overview from the control tower”
László Selmeczi, Managing Director of the Hungarian Confectionery Industry Association (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: HoReCa market exclusive research prepared for the conference and HoReCa professionals reflecting on market research data and association reports, analyzing last year’s events, and sharing forward-looking thoughts on upcoming challenges and possible solutions
Captain’s briefing:
“Tradition and evolution – preserving traditions and understanding change”
Ákos Bősze, HoReCa Development Manager at METRO
Captains among themselves:
István Bruzsa, Sales Manager at Nestlé Professional
Károly Gerendai, Owner of Michelin-starred Costes and Rumour restaurants
Zoltán Kőrössy, Founding Partner of Eventrend Group
Gergely Németh, Commercial Director at Chef Market
Ákos Taferner, HoReCa Director at METRO
14.30 Landing, transfer
14.30 Air Force One Tapolca – take-off
“HoReCa Heroes 2025” competition award ceremony. Awards presented by: Dr. Beáta Olga Felkai, Deputy State Secretary at the 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, along with Krisztina Bódi, Operational Director 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
Zoltán Rudolf Kiss, Owner-Managing Director of XXL Catering
Nándor Darvas, Central Dry Goods Buyer at Mirbesz
Zoltán Pryma, HoReCa Sales Director at Heineken
János Töreki, Manager of Mazel Tov and Balagan
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
Conversation with Ádám Kelényi, Owner-Managing Director of Szamos Marzipan, and Ádám Pataki,
Owner of Pataki Confectionery, Board Member of the Hungarian Confectionery Industry Association
18.30 Landing
18.30–20.30 Waiting for the connection, meanwhile:
METRO cocktail party and oyster tasting in transit until dinner
20.30–0.00 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
9.00–9.15 Boarding Trade Airlines flights
Briefing by the flight attendant: Emília Krug
9.15–9.30 BLACK BOX: “The new faces of the Hungarian shopper – the crossroads of retail”
Viktória Haász, Senior Consultant at Mastercard
9.30 Glider – take-off
Captain’s briefings: general macro- and agri-food, industrial and retail market assessment of the past one and a half years, and visions 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 economic growth imperative (and other outlooks for 2026)”
Dr. Ákos Kozák, Co-founder and Research Director at Equilibrium Institute
“What will happen to you now, dear(?) retail?”
Dr. Tamás Kozák, Secretary General of the National Trade Association (OKSZ)
10.45 Landing
10.45–11.00 Air refueling
11.00 Jumbo Jet – take-off
Captains among themselves: agri-food status report current challenges, opportunities, strategies, and plans in a roundtable discussion
Dr. Beáta Olga Felkai, Deputy State Secretary at the Ministry of Agriculture
Tamás Éder, President of the Responsible Food Manufacturers Association (FÉSZ)
Dr. Ákos Kozák, Co-founder and Research Director at Equilibrium Institute
Dr. Tamás Kozák, Secretary General of the National Trade Association (OKSZ)
12.00 Landing, transfer
12.00 Air Force One Tapolca – take-off
“Commercial Quality Award for Hungarian Products 2025” competition award ceremony. The competition’s patron: Dr. István Nagy, Minister of Agriculture. Awards presented by Dr. Beáta Olga Felkai, Deputy State Secretary at 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 briefings:
“In the grip of reality, in hope of development – Where does the Hungarian food industry stand in autumn 2025?”
Tamás Éder, President of the Responsible Food Manufacturers Association (FÉSZ)
“Voice of the Consumer 2025”
Anita Mekler, Partner at PwC, Consumer and Retail Industry Leader
Captains among themselves:
Gergely Bálint, Commercial Director at Nestlé
György Galántai, Commercial Director at HELL Energy
Éva Kulich, Commercial and Marketing Director at Haladás Mzg. Goldenburg
Péter Szautner, Deputy CEO and Strategic Director at Bonafarm
15.15 Landing
15.15–15.30 Airport shopping and meetings at the food court
15.30 Charter flight – take-off
Captains among themselves: buyers’ current challenges, new strategies, and opportunities in a roundtable discussion
Zoltán Nepp, Procurement Director at Lidl
Zoltán Noszlopy, Deputy CEO and Procurement Director at CBA
Tamara Péter, Fresh Food Procurement Manager at Tesco
Attila Szabó, Procurement Director at CO-OP Hungary
László Varga, Product Procurement Director at Auchan
Krisztina Várkonyi, Procurement Director at SPAR
17.00-17.15 Air quick refueling
17.15 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, CEO of RetailZoom
“Growth is based on partnership”
Lajos Szabó, Commercial Director at Szerencsejáték
Captains among themselves:
Tibor Fekete, Member of the Board of CO-OP Hungary, Chairman-CEO of Coop Szolnok
Zsolt Gyelán, Vice President of CBA
Lívia Jeszenszki, Managing Director of Reál
Zsolt Végső, Owner of Kerekes and Hansa-Kontakt
Captain’s briefing:
“Optimization and risk minimization in card payments”
Ferenc B. Tóth, CEO of myPOS
18.30 Landing
18.30–20.30 Waiting for the connection
20.30–0.30 Dinner at the VIP Buffet (Level -1), airport song festival in the transit area, raffle
3rd day September 24, 2025, Wednesday
8.00–9.00 Check-in, waiting in the VIP lounge
9.00–9.15 Boarding Trade Airlines flights
Briefing by the flight attendant: Krizsó Szilvia
9.15–9.30 BLACK BOX: “The rollercoaster of e-commerce, where technology leads and experience drives forward”
Gyula Gallina, Business Development Director at Mastercard
9.30 Jet plane – take-off
Captain’s briefings: general market assessment of the past one and a half years and future opportunities based on corporate data and household shopping habits
“How can the growth of the Hungarian economy be restarted?”
Tibor Bodor, Head of Corporate Division at K&H Bank
“The world is ours! – Through the eyes of Hungarian families via the household panel”
Tünde Turcsán, Managing Director at YouGov Shopper
“Amid turbulence: The search for direction of the online FMCG market – When will the charter finally become a scheduled flight?”
Norbert Madar, Head of Digital Commerce at PwC
11.00 landing
11.00–11.15 Refueling
11.15 Jet plane – take-off
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 Webshop at Rossmann
Orsolya Hartyányi, Managing Director at Wolt
Emőke Kiss, E-commerce Director at Auchan
Péter Sárközi, Marketing Planning and Operations Manager at Kifli.hu
Captain’s briefings:
“From waste reduction to category – How did upcycling become a business success?”
Júlia Dalmadi, Founder of TransFoodMission, Upcycling Portfolio Advisor at Rohlik Group
“Consumer demands 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 (-1 level)
13.30 Cargo plane – take-off
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 at MHC Mobility
Szabolcs Czifrik, Managing Director at DPD
Nikoletta Kiss, Owner-Managing Director at Palmsped
Csaba Árvai, CEO at Boxy
Captain’s briefings:
“SupplySmart – Pack and deliver smart!”
Adriana Kottrova, Key Account Manager at Smurfit Westrock and Julius Mazan, Innovation Manager
“Digital pillow fight: opportunity, stagnation, struggle, success”
Réka Hilzinger, Commercial Director at Billerbeck and Péter Győri, COO at Infinite
14.15 landing, transfer
14.15 Air filling station – take-off
Captains among themselves: fuel station channel successes and challenges – roundtable discussion
Dr. Zoltán Füzes, Mobility Director at Shell Hungary
Péter Gyúrós, Operations Director at ORLEN
Jan Hrivnak, Managing Director of OMV, Head of Retail Division
15.00 landing
15.00-15.30 Airport shopping and meetings at the food court
15.30 Air Force One Tapolca
“Sustainability Symbol 2025” award ceremony, prize giving. The awards will be presented by: Dr. Beáta Olga Felkai, Deputy State Secretary at the 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 Head of the Section
15.50 landing, transfer
15.50 Solar airplane – take-off
Captains among themselves: sustainability 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 of the Association of Environmental Service Providers and Manufacturers (KSZGYSZ)
Irén Márta, Director at BCSDH Hungary
Nóra Szabó, ESG Expert at Mastercard
Captain’s briefings:
“Sustainability: business or responsibility?”
Ivan Holub, Head of Sustainability, Danone CEE OPOH
“Sustainability and innovation in the packaging industry”
Zoltán Szőnyi, Sales Director at Dunapack Packaging
16.50 landing, transfer
16.50 Solar airplane – take-off
Captains among themselves: sustainability reports from around the world and Hungary, with presentations and roundtable discussions
Miklós Nagy, Professional Secretary at the Hungarian Association of Packaging and Materials Handling (CSAOSZ)
Ildikó Balázs, Director of Corporate Relations at Auchan
István Justin, COO at Real Nature
Csilla Zombory, Head of Quality and Environmental Management at 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 at DS Smith
17.45 landing
17.45–18.00 Quick refueling
18.00 Scenic flight – take-off with our surprise guests
Dutyfree by Boxy
Conversation with Dániel Jellinek, Owner-CEO of INDOTEK Group, and Gergő Soltész, investment and financial 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
9.00–9.15 Boarding Trade Airlines flights
Briefing by the flight attendant: Krizsó Szilvia
9.15–9.30 BLACK BOX: “The world’s first Jedi crash course – how to use AI in personalization?”
Péter Mondovics, Marketing Manager at Mastercard
9.30 Heavy bombers – take-off
Captain’s briefing: market assessment of the past one and a half years and what lies ahead
“V4: Customs, Protection, Desires and Reality”
György Jaksity, Chairman of the Board at Concorde
10.30 landing, transfer
10.30–10.45 Refueling
10.45 Heavy bombers – take-off
Captains among themselves: Brand Association roundtable discussion on strategy, challenges, and future directions
Tamás Ács, Managing Director at Unilever
Csaba Belovai, CEO at Zwack Unicum
Dr. Ágnes Fábián, Managing Director at Henkel
Zoltán Fekete, Secretary General at the Hungarian Brand Association
Péter Noszek, Managing Director at Nestlé
Attila Sófalvi, Managing Director at MARS
Zoltán Venter, Managing Director at Essity
12.15 landing, transfer
12.15–12.30 Air Force One Tapolca
Presentation of the Lánchíd Foundation and supported students, with Zsuzsanna Hermann, Chair of the Board of Trustees, and István Matus, Board Member
12.30 landing
12.30–13.30 Meeting in the transit VIP Buffet (-1 level)
13.30 Stealth plane – take-off
Captain’s briefings: brand value trends and marketing communication, what and how brings success, what value means today in Hungary and worldwide, with presentations
“Brand Footprint 2025 Global & Hungary” results – with award ceremony
Tünde Turcsán, Managing Director at YouGov Shopper and Dorottya Brenner Consultant at the company
“BTL on the radio?!”
András Galavics, Head of Radio Division and Sales at atmedia and János Kapitány Head of Radio Sales and Promotions
“Kantar Creative Effectiveness 2025 – the world’s best-performing FMCG ads as rated by consumers”
Gábor Tolnai, Division Director at Kantar Hoffmann
“The secret currencies of loyalty – How to take loyalty programs to the next level?”
Virág Kiss, Senior Consultant in Consumer Behavior at PwC
“Cheaper with Clubcard – 15 years of customer loyalty”
Csilla Kővári, Brand Communication & Execution Lead at TESCO
“SIRHA Budapest 2026: Business opportunities on board an international exhibition”
Klára Tihanyi, Exhibition Director at Hungexpo
14.45 landing
14.45-15.00 Refueling
15.00 Fighter jet – take-off
Captains among themselves: Discounters, hyper- and supermarkets – successes and challenges in a roundtable discussion
Captain’s briefing:
“In regulated airspace – outlook from the passenger cabin”
Erik Vágyi, Managing Director at NielsenIQ
Cockpit interview:
with Gabriella Heiszler, President & CEO at SPAR
Captains among themselves:
Nóra Hevesi, Head of Communications at Tesco
Dr. Tamás Kaibinger, Corporate Relations Director at Lidl
Eszter Kazatsay, Head of Communications at PENNY
Márk Maczelka, Head of Communications at SPAR
János Mezei, Commercial Director at Co-op Star
Attila Nagy, Sales Director at Auchan
17.00 landing
17.00–17.15 Airport shopping and meetings at the food court
17.15 Emergency plane – take-off
Captains among themselves: drugstores – successes and challenges in a roundtable discussion
Ágnes Bárczi Elek, Purchasing Director at Müller Drugstore
Ferenc Czigány, Commercial Director at Ecofamily
István Dobi, Owner of Dél-100
Hajnalka Horváth-Tokaji, Head of Procurement at Rossmann
Mariann Józsa, Managing Director at dm
Marcell Sárközi, Commercial Director at Henkel Consumer Brands
18.30 landing
18.30–20.30 Waiting for connection
20.30–04.00 Airshow – gala dinner, Lifetime Achievement Award, “Retailer of the Year 2025” award ceremony, prize giving, birthday greetings, followed by music from the Vegas Show Band
5th day, Friday, September 26, 2025
9.00–9.45 Check-in, waiting in the VIP lounge
9.45–10.00 Boarding Trade Airlines flights
Briefing by the flight attendant: Krizsó Szilvia
10.00–10.15 BLACK BOX: “Perfect Trilemma – consumption without compromise”
Balázs Hajnal, Director at Mastercard
10.15 Spaceship – launch
During landing, captain’s briefings: our traditional executive takeaways bring excellent presentations and discussions again this year
“Fear can be overcome!”
Arthur Keleti, Cybersecret Futurist, Founder of the IT Security Day (ITBN)
“Blind flight? Life after death – VUCA method for survival”
András Avidor, Pilot, Chairman of the Strategic Council of BNI Global
12.30 Landing
12.30–14.00 Meeting at the Transit VIP Buffet (Level -1)
We reserve the right to change the program!
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
8:00–11:00 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:
Tibor Székács Chairman (Kende Retail, Avokado); László Hovánszky (Honorary President); Sándor Baja (Randstad); Ildikó Balázs (Auchan); Máté Balogh (Lindt); Tibor Balogh; Zsófia Bánhegyi; Attila Bánhidi; László Benedek (Agroloop); László Békefi (Coca-Cola HBC); dr. Péter Boros; dr. Ágnes Fábián (Henkel); Zoltán Fekete (Márkaszövetség); dr. Béla Fischer; László Flórián (Praktiker); György Földesi (Al-Rushaid Group); Zoltán Gazsi; Zoltán Házi; Gabriella Heiszler (SPAR); Zsuzsanna Hermann (Trade magazin); Lívia Jeszenszki (Reál); István Justin (Real Nature); Ferenc Kedves; Ágnes Kovács (Coca-Cola HBC); Katalin Laknerfi-Korin (Zwack Unicum); dr. Ákos Kozák (lmpetus Research); Szilvia Krizsó (Krishow); István Matus; János Mezei (Co-op Star); László Murányi; Kornél Müller (Törley); Ottó Németh (Herbow); Péter Noszek (Nestlé); Zsolt Pálinkás (Tesco); Zoltán Poór (Puratos); József Rácz (Prémium Kert); Kornél Saltzer; Gergő Soltész (Ostoros Családi Pincészet); Attila Sófalvi (Mars); György Sóskuti; Bernadett Strasser-Kátai (Real Nature); Judit Szalóky Tóth (The Coca-Cola Company); Péter Szautner (Bonafarm); József Tarsoly (Perla Harghitei/Apemin Tusnad); dr. Imre Tímár (Tanner Trade); Zoltán Tóth (Mindz); Zoltán Venter (Essity); Zsolt Vuleta (Borsodi Sörgyár); Bálint Zsinkó (Graboplast); Géza Vincze (Auchan)
