Market challanges and opportunities for traditional regional horticultural products in the Southern Great Plain Region

Ferencz, Árpád – Nótári, Márta – Hajdu, Istvánné

Keywords: Hungaricum products, SWOT analysis, image profile

One issue the Southern Great Plain region has to face is that is has relatively few well-known characteristic products and that the ones which do exist are isolated from one another. There are however several Hungaricum products made in the region which can be used to keep local traditions alive and to give an image to the region. Active use of marketing tools in selecting, managing and protecting these products can contribute to improving how the Southern Great Plain region is seen by the world. It may promote the stabilisation of producer districts, the strengthening of local economy, and may bring an improvement in the revenues of local residents. Products which are specific to the region and meet strict requirements and standards (such as the Kecskeméti apricot brandy) may be the key components in the marketing strategy for the Southern Great Plain region. It is important to ensure that products unique to the region remain true Hungaricums and that the trademarks always mean a uniformly high quality. This papers covers our marketing analysis of the Szegedi Ground Red Pepper and Hungaricum brandies by way of a SWOT analysis, deep interviews and image profile analyses.

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