The situation, the importance and possibilities of food economy marketing in 2010 in Hungary
Keywords: economic crisis, sector-specific marketing, new values, tasks
A review of the past, the assessment of the current situation and the outlines for the future all confirm the observation already formulated at the time when Hungary adopted its new political regime: i.e. that the country’s positive factors such as its environment (climate, water, temperature), its history and traditions (centuries-old agricultural history) and technology (new, modern systems) – which gave the Hungarian food economy an advantageous position in the international market – would disappear in just a few moments due to insufficient marketing efforts. Therefore conscious and consistent marketing strategy building, as well as the integration of Community marketing into the Government’s policy, are key to the food economy of the future. Along with the CAP (Common Agricultural Police), this allows the building of a national agricultural strategy subject to national competence. (The same opportunity is seized by all strong agricultural members of the European Union.)Strengthening the Community’s institutions (AMC), including it in the country’s agricultural policy, as well as the adoption of rational operating processes with a view to including EU funds serves the best interests of both businesses and the Government. At the same time, it will generate the synergy expected from the cooperation between the Government and the regions, between the administration and the SME cluster. The right approach can boost the success of Hungarian products in the market, increase Hungarian consumers’ commitment to domestically produced products. This would indirectly improve employment levels as well as the agricultural component of the national revenue.