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 flight attendant: Emília Krug
Welcome speech from the Trade Airlines marshal:
Zsuzsanna Hermann, Managing Director and Editor-in-Chief of Trade magazin
9.45–10.00 BLACK BOX: “Sold-out cities – the impact of major events on local hospitality”
Bálint Oláh, Director of Mastercard
10.00 Passenger plane – take-off
Captains’ briefings: general market analysis and association overviews of the past year and a half, with a vision for the next period presented by our invited speakers: Exclusive HoReCa market research prepared for the conference, sectoral introductions, and reports from professional organizations
“Different destinations, changing eating habits – So, what’s on the menu?”
Tünde Turcsán, Managing Director of YouGov Shopper
“Everyone fasten your seatbelts! Situation report on Hungarian hospitality”
László Kovács, President of the Hungarian Catering Industry Association (MVI), owner of La Fiesta Party Service
“Can public catering renew itself?”
Anna Zoltai, President of the National Association of Public Caterers (KÖZSZÖV)
“Times are changing, trends and foods are changing too?”
Dr. Beáta Olga Felkai, Deputy Secretary of State, Ministry of Agriculture
“Headwinds and turbulence – a confectionery panorama from the control tower”
László Selmeczi, Managing Director of the Hungarian Confectioners’ Association (MCI)
12.00 Landing
12.00–13.00 Meeting in the transit VIP Buffet (Level -1)
13.00 Flying SAUCER – take-off
Captains among themselves: Exclusive HoReCa market research prepared for the conference and reflections from HoReCa professionals on the research data and reports from professional organizations, analyzing the events of the past year, and sharing forward-looking thoughts with the audience on expected challenges and possible solutions
Captain’s briefing:
“Tradition and evolution – preserving heritage and understanding change”
Ákos Bősze, HoReCa Development Lead at METRO
Captains among themselves:
István Bruzsa, Sales Manager at Nestlé Professional
Károly Gerendai, Owner of Michelin-starred restaurants Costes and Rumour
Zoltán Kőrössy, Founding Partner of EventTrend Group
Gergely Németh, Commercial Director of 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 and prize giving. Awards presented by: Dr. Beáta Olga Felkai, Deputy Secretary of State, 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
Nándor Darvas, Sales Manager at Mirbest
16.30 Landing
16.30–17.00 Airport shopping and meetings at the food court
17.00 Sightseeing flight – take-off with our surprise guests
Ádám Kelényi, Owner and Managing Director of Szamos Marcipán, and Ádám Pataki,
Owner of Pataki Confectionery, Board Member of the Hungarian Confectioners’ Association (MCI)
18.00 Landing
18.00–20.00 Waiting for connection, meanwhile:
METRO cocktail party and oyster tasting in the transit area until dinner
20.00–0.00 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 flight attendant: Emília Krug
9.15–9.30 BLACK BOX: “The new faces of the Hungarian shopper – crossroads for retail”
Viktória Haász, Senior Consultant at Mastercard
9.30 Glider – take-off
Captains’ briefings: general macro- and agri-food, industrial and trade market assessment of the past one and a half years, and visions of opportunities and challenges for the coming one and a half years with our invited speakers and panelists
“No Plan B. Hungary’s growth imperative (and other outlooks for 2026)”
Dr. Ákos Kozák, Co-founder and Research Director of the Equilibrium Institute
“What will happen to you, dear (?) retail?”
Dr. Tamás Kozák, Secretary General of the National Trade Association (OKSZ)
11.00 Landing
11.00–11.15 In-flight refueling
11.15 Jumbo Jet – take-off
Captains among themselves: agri-food status report current challenges, opportunities, strategies and plans in a roundtable discussion
Dr. István Nagy, Minister of Agriculture (invited)
Bence Gerlaki, State Secretary of the Ministry of National Economy (invited)
Tamás Éder, President of the Responsible Food Manufacturers Association (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 2025” competition award ceremony. The main patron of the competition is 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 magazin
12.30 Landing
12.30–13.30 Meeting in the transit VIP Buffet (Level -1)
13.30 Charter flight – take-off
Captains among themselves: suppliers’ current challenges and opportunities in roundtable discussions
Captains’ briefings:
“Caught between realities, hoping for development – Where is the Hungarian food industry in autumn 2025?”
Tamás Éder, President of the Responsible Food Manufacturers Association (FÉSZ)
“Voice of the Consumer 2025”
Anita Mekler, Partner at PwC Hungary, 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, opportunities in a roundtable discussion
Dr. Beáta Kápolna, Purchasing Director at METRO
Zoltán Nepp, Purchasing Director at Lidl
Zoltán Noszlopy, Deputy CEO and Purchasing Director at CBA
Tamara Péter, Fresh Food Purchasing Director at Tesco
Attila Szabó, Head of Purchasing at CO-OP Hungary
László Varga, Product Purchasing Director at Auchan
Krisztina Várkonyi, Purchasing Director at SPAR
17.00-17.15 In-flight quick refueling
17.15 Charter flight – take-off
Captains among themselves: domestic chains and tobacco shops’ current challenges and opportunities in roundtable discussions
Captains’ briefing:
“Turbulence: How to weather the storm of consumer panic?”
Andreas Christou, Managing Director of Retail Zoom
„Growth is Based on Partnership”
Lajos Szabó, Head of Retail at Szerencsejáték
Captains among themselves:
Tibor Fekete, Member of the Board of CO-OP Hungary, Chairman and CEO of Coop Szolnok
Zsolt Gyelán, Vice President of CBA
Lívia Jeszenszki, Managing Director of Reál
Zsolt Végső, Part-owner of Kerekes and Hansa-Kontakt
Captain’s briefing:
“Optimization and risk minimization in card payments”
Ferenc B. Tóth, Managing Director of myPOS
19.00 Landing
19.00–20.30 Waiting for connection
20.30–1.00 Dinner in 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
Information from the flight attendant: Szilvia Krizsó
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 aircraft – take-off
Captains’ briefing: general market assessment of the past one and a half years and future opportunities based on corporate data and household shopping habits
“How can Hungarian economic growth be restarted?”
Tibor Bodor, Head of Corporate Division, 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 online FMCG market’s search for direction – When will a charter finally become a scheduled flight?”
Norbert Madar, Head of Digital Commerce, PwC Hungary
10.45 landing
10.45–11.00 Air refueling
11.00 Jet aircraft – take-off
Captains among themselves: challenges and successes of e-commerce in a roundtable discussion
András Ardó, Head of E-commerce at Nestlé
Ádám Fürjes, Head of Webshop at Rossmann
Orsolya Hartyányi, Managing Director at Wolt
Emőke Kiss, Director of E-commerce at Auchan
Péter Sárközi, Marketing Planning and Operations Manager at Kifli.hu
Captains’ briefing:
“From waste reduction to category – How did upcycling become a business success?”
Júlia Dalmadi, Founder of TransFoodMission, Upcycling Portfolio Consultant 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 at the Transit VIP Buffet (Level -1)
13.30 Cargo aircraft – 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 a 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
Captains’ briefing:
“SupplySmart – Pack and deliver smart!”
Adriana Kottrova, Key Account Manager at Smurfit Westrock and Julius Mazan, Innovation Manager
“Digital pillow fight: opportunity, stall, struggle, success”
Réka Hilzinger, Commercial Director at Billerbeck and Péter Győri, COO at Infinite
14.30 landing, transfer
14.30 Air filling station – take-off
Captains among themselves: fuel station channel successes and difficulties – roundtable discussion
Zoltán Füzes, Mobility Director at Shell Hungary
Péter Gyúrós, Operations Director at ORLEN
Jan Hrivnak, Managing Director of OMV, Head of Retail Division
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 results, award ceremony. Awards presented by: Dr. Beáta Olga Felkai, Deputy Secretary of State, Ministry of Agriculture, and Zsuzsanna Hermann, Managing Director and Editor-in-Chief of Trade magazin, President of the Green Division of the Hungarian Marketing Association (MMSZ), as well as Attila Szűcs, Operational Director of the Division
15.50 landing, transfer
15.50 Solar aircraft – 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 of the Business Council for Sustainable Development in Hungary (BCSDH)
Nóra Szabó, ESG consultant of Mastercard
Captains’ briefing:
“Sustainability: business or responsibility?”
Ivan Holub, Sustainability Director at Danone CEE OPOH
“Sustainability and innovation in the packaging industry”
Zoltán Szőnyi, Sales Director at Dunapack Packaging
16.50 landing, transfer
16.50 Solar aircraft – take-off
Captains among themselves: sustainability reports from around the world and Hungary, with presentations and roundtable discussions
Miklós Nagy, Secretary General of 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 appearance of Generation Z as 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
Duty free 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 Fantastic Retro Party
4th Day September 25, 2025, Thursday
8.00–9.00 Check-in, waiting in the VIP lounge
9.00–9.15 Boarding on Trade Airlines flights
Information from the flight attendant: Szilvia Krizsó
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 – takeoff
Captain’s briefing: Market assessment of the past year and a half and the road ahead
“V4: Customs, Protection, Desires and Reality”
György Jaksity, Chairman of the Board at Concorde
10.30 Landing, transfer
10.30–10.45 Air refueling
10.45 Heavy bombers – takeoff
Captains among themselves: Brand Alliance roundtable discussion about strategy, challenges, future directions
Tamás Ács, Managing Director at Unilever
Csaba Belovai, CEO of Zwack Unicum
Dr. Ágnes Fábián, Managing Director at Henkel
Zoltán Fekete, Secretary General at Hungarian Brand Alliance
Péter Noszek, Managing Director at Nestlé
Attila Sófalvi, Managing Director at MARS
Zoltán Venter, Managing Director at Essity
12.00 Landing, transfer
12.00–12.15 Air Force One Tapolca
Introduction of the Chain Bridge Foundation and supported students with the contribution of Zsuzsanna Hermann, Chair of the Board of Trustees and István Matus Board Member
12.15 Landing
12.15–13.15 Meeting in the Transit VIP Buffet (Level -1)
13.15 Stealth aircraft – takeoff
Captains’ briefings: Brand value trends and marketing communication, what and how to achieve 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 based on consumer ratings”
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, Head of Brand Communication & Execution 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 Air refueling
15.00 Fighter jet – takeoff
Captains among themselves: Discounters, hyper- and supermarkets about successes and challenges in a roundtable discussion
Captain’s briefing:
“In controlled airspace – the view from the cabin”
Erik Vágyi, Managing Director at NielsenIQ
Interview in the cockpit:
Gabriella Heiszler, President & CEO of SPAR
Captains among themselves:
Nóra Hevesi, Head of Communications at Tesco
Dr. Tamás Kaibinger, Corporate Affairs Manager 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 in the food court
17.15 Emergency aircraft – takeoff
Captains among themselves: Drugstores about successes and challenges in a roundtable discussion
Tibor Brezovsky, Managing Director at Müller Drugstore
Ferenc Czigány, Commercial Director at Ecofamily
István Dobi, Owner of Dél-100
Mariann Józsa, Managing Director at dm
Marcell Sárközi, Commercial Director at Henkel Consumer Brands
Éva Szimeiszter, Procurement Director at Rossmann
18.00 Spaceship
Captains among themselves: our surprise guests after launch
Bertalan Farkas, Hungary’s first astronaut (invited)
Tibor Kapu, research astronaut of the HUNOR Program (invited)
Attila Szende, Marketing Director at Stühmer
19.00–21.00 Waiting for connection
21.00–04.00 Air show – gala dinner, Lifetime Achievement Award ceremony, announcement of the “Retailer of the Year 2025” competition results, award presentations, birthday greetings, followed by music by Vegas Show Band
Day 5 September 26, 2025, Friday
9.00–9.45 Check-in, waiting in the VIP lounge
9.45–10.00 Boarding on Trade Airlines flights
Information from the flight attendant: Szilvia Krizsó
10.00–10.15 BLACK BOX: “Perfect Trilemma – consumption without compromise”
Balázs Hajnal, Director at Mastercard
10.15 Spaceship – launch
During landing, captains’ briefings: traditional CEO takeaways once again bring excellent presentations and discussions this year
“The fear can be overcome!”
Arthur Keleti, cyber secret futurist, founder of IT Security Day (ITBN)
“Blind flight? Life after death – VUCA method for survival”
András Avidor pilot, Chairman of the Strategic Council at BNI Global
12.30 Landing
12.30–14.00 Meeting in the Transit VIP Buffet (Level -1)
The right to change the program is reserved!
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)
