Promoting local products in local supermarkets in Tolna County

By project FRiDGE

Published on 16 December 2022

Hungary

Dél-Dunántúl

Tolna, Tamási, Nak

About this good practice

Two LEADER LAGs in Tolna County (Tolnai Hármas Összefogás LAG and Tamási és Térség LAG) accounting for a total of 65 settlements have to face similar challenges as most of the rural regions of Hungary: small settlements scattered around, ageing population, high emigration rate. There are local producers operating in virtually every settlement, but their market reach desperately needs to be improved. The two LAGs joined forces and initiated a project with the aim of helping them gain better access to local markets. High quality, healthy local products will appear in local supermarkets as an expected outcome of this project providing financial resources for local producers, so they might be able to improve their businesses as well. Also seeing steading demand for local products, new farmers might start their businesses knowing that they will able to sell their produce; this can also increase local employment and contribute to a more livable rural Hungary. The focal point of this project is the creation of local product shelves decorated with the photos and information of the actual producers, so they can put their products in front of their information. The local chain undertook the task to sell their products free of charge, but also elevating their product range at the same time. The producers have to only supply one warehouse, the rest is done by the supermarket chain.

Resources needed

Around 21 million HUF for creating the displays, carrying out marketing activities, creating marketing materials. The logistics does not require additional contributions, but require limited amount of manpower in terms of handling local products in the same manner as the products sold by the store.

Evidence of success

As this is a newly started project, it is not possible to asses the results of the project. The planned outcomes are a stable market reach for the local producers without having to be physically present, which is a considerable challenge for most of them. The personal touch will be provided by the design of the local product shelf. Potential spin-off successes can be reached if a supplier status is achieved with the bigger producers directly.

Potential for learning or transfer

The planned interventions contribute to the availability of high quality and healthy local products to reach local markets and support local producers; while providing extra sources for development for them. Seeing a stable market opportunity, new farmers might enter the market due to stability offered by the scheme and improve local employment. Raising awareness of local products will subsequently increase demand as well, possibly contributing to increasing activity in small-scale farming and decreasing areas lying fallow.