What happened during the second year of NÉGYOSZ’s existence?

The National Association of Plant-Based Food Manufacturers and Distributors (NÉGYOSZ) has been operating for just over two years. During this time, we have participated in numerous projects and research initiatives, organized educational programs, and established contact with stakeholders in the food industry and the government to initiate professional dialogue. We summarized our first year of activity in this article, and now we present our overview for this year:

2024: A Year of Community Cohesion and New Directions

For NÉGYOSZ, 2024 was of outstanding importance in terms of fostering community cohesion, setting new directions, and strengthening sustainable development. Through our collaborations, we achieved breakthroughs in sustainable nutrition that not only yielded short-term results, but also set a long-term course for both domestic and international markets. Our members played an active role in these initiatives, whether by supporting our events, advancing our research, or increasing the recognition of plant-based products. Even in a challenging and demanding market environment, we succeeded in creating shared value and laying the foundations of tomorrow’s sustainable food systems.

We Have Become a Notable Factor

While our first year focused on introductions, recruiting members, and taking our initial steps, in our second year we have clearly felt that we are being taken into account. We now regularly receive invitations to professional consultations that address NÉGYOSZ-related topics, and doors are opening to stakeholders with whom we previously could not have imagined sitting at the same table to discuss solutions to common issues. The shift is palpable; even though it isn’t happening at lightning speed, we are steadily moving towards our goals. Of course, there is still a great deal of work ahead of us. We would like to take this opportunity to thank everyone who supports and assists our work.

What happened with us and through us in 2024?

In February, our Managing Director, István Miskolczi, was invited to deliver a presentation at MentesFeszt titled “Change on the Menu: Is the Future Flexitarian?” The lecture placed great emphasis on how sustainable eating models can influence both global and local food markets, as well as how they can inspire changes on individual and community levels. Many of the event’s participants indicated that the data and trends presented offered them a fresh perspective.

In March, we made an appearance at the SIRHA trade fair with our own booth, where we offered tastings of products from three of our members. SIRHA is the largest celebration and professional trade exhibition of the HoReCa sector. We had the opportunity to meet numerous interested parties, forge new professional connections, and gather signatures for our organization’s manifesto. Our Managing Director took part in a roundtable discussion called “Free-From and Alternatives in Nutrition,” organized by the Ministry of Agriculture. The discussion touched on naming, labeling, packaging, and consumer education, though unfortunately no concrete solutions were found at that time.

SIRHA also hosts several professional competitions, including one for public catering providers. This year, two of our mentored teams won silver medals. In addition to their medals, NÉGYOSZ President Ervin Nagy awarded each team a special prize—an HUF 100,000 gift voucher for a fully plant-based cooking course by Gergely Zsolnay at the Metro Gastro Academy.

Also in March, our Managing Director delivered a presentation at Corvinus University of Budapest (BCE). Invited by Zombor Berezvai to speak to students of management and business administration, István Miskolczi outlined the state of the Hungarian plant-based food market, discussed pricing and VAT issues, and presented the results of our representative research from last year. We hope that in the future, we will have more opportunities to appear on the landscape of Hungarian higher education, thereby providing fresh viewpoints on plant-based foods to the generation soon to enter the workforce.

In May, we reported that the National Chamber of Agriculture (NAK) had formed a “free-from” working group to support the development of the market for free-from products. Representing the entire membership of our association, NÉGYOSZ participated in the inaugural session. We proposed that plant-based drinks be removed from the soft drink category within the framework of the public health product tax (NETA). This initiative aims not only to streamline the regulatory environment, but also to enhance the competitiveness of plant-based products. We have received an invitation to another NAK meeting in December 2024.

Also in May, the 33rd National Meeting of Environmental and Nature Conservation NGOs took place. At this event, NÉGYOSZ highlighted the fact that, in Hungary, the importance of plant-based diets and the harmful effects of the meat industry have not yet received the attention they deserve within the realm of nature, environmental, and ecological issues. We aim to change this by involving civil society, initiating dialogue, and encouraging everyone to start addressing this on their own turf. With this goal in mind, NÉGYOSZ joined the gathering, not only acting as one of its supporters but also organizing a roundtable discussion under the banner “Without plant-based nutrition, we cannot truly speak of environmental conservation.”

In July, the Ministry of the Interior launched a public consultation on the amendment of the EMMI decree regulating public catering. NÉGYOSZ submitted its comments, drawing attention to the challenges of our time and the advantages of a plant-based diet, and sent these remarks to the Ministry. In response, the Ministry honored us with a reply, expressing gratitude for our approach and acknowledging the importance of initiating a constructive dialogue. According to the Ministry’s letter, this will contribute to future successes.

Also in July, we participated in an EU Presidency workshop in Brussels on shaping consumer behavior. During this workshop, we presented ways to encourage consumers to choose plant-based alternatives by consciously transforming the market environment.

NÉGYOSZ President Ervin Nagy and Managing Director István Miskolczi took part in the General Assembly of the European Vegetarian Union (EVU). As a non-vegan but advocacy-focused organization, we hold supportive membership in EVU. Nevertheless, EVU is one of our most important European allies, if not the most important one.

In September, we launched the Plant-Powered Perspectives training program, through which we trained 20 chefs and food service managers nationwide in the application of plant-based kitchen technologies. The participants, who provide meals for several thousand people every day in public catering institutions, gained practical knowledge that will help them create more sustainable menus. The program yielded particularly significant results in correctional facilities and school canteens, where participants immediately began applying the newly acquired methods.

In October, we organized a workshop at Magnet Community House titled “From Drought to Flood – How Do Plant-Based Foods Help the Hungarian Food Industry Adapt?” The event highlighted that supporting plant-based foods is not merely an environmental issue, but also a strategic step toward increasing the resilience and adaptability of the Hungarian food industry. Developing sustainable and innovative solutions is therefore indispensable for future generations. Among the speakers were András Gelencsér, air chemist, academician, and professor at the University of Pannonia, as well as Dr. Beáta Olga Felkai, Deputy State Secretary at the Ministry of Agriculture, who invited NÉGYOSZ to compile its recommendations for a plant-based strategy.

Also in October, a policy dialogue on sustainable public catering took place with the participation of NÉGYOSZ, organized jointly by the Agricultural Economics Research Institute, the Research Institute of Organic Agriculture, and the Municipality of Budapest. The event aimed to bring together stakeholders interested in the topic, jointly explore the barriers and hidden opportunities for developing sustainable and high-quality public catering, and articulate potential solutions. We established important connections during the workshop, and in the end, the participants recorded their insights in a joint declaration.

In November, we organized a working conference at the Magnet Community House titled “Plant-Based Foods and Health – Misconceptions, Exaggerations, Health Benefits, and Risks of Plant-Based Foods.” It marked a milestone that Zsuzsanna Szűcs, President of the Hungarian Dietetic Association (MDOSZ), attended and expressed that the association’s official positions are becoming increasingly open toward those who choose a plant-based diet.

In early December, our members were introduced to the results of our promised research focusing on Generation Z, which we will make public in 2025. Generation Z deserves special attention because they are entering the workforce and becoming a defining segment of the consumer market. NÉGYOSZ aims to track and analyze their consumption habits and motivations year by year, paying special attention to dietary preferences and, in particular, their interest in plant-based products. Additionally, as promised, we have made our full 2023 representative research publicly available through TÁRKI.

Among our achievements in 2024, it is important to highlight that we launched the “Okosfehérje” (Smart Protein) campaign, aimed at popularizing legumes as sustainable and healthy sources of protein. As part of the campaign, we prepared educational materials, organized interactive activities, and offered tastings to make these alternatives accessible and appealing to consumers. Our long-term goal is for the consumption of legumes to become part of everyday life, thereby contributing to the spread of sustainable dietary models.

In 2024, eleven new members joined NÉGYOSZ:

• Pápai Hús
• Vega-Farm Food
• Lolo Snack
• Bonduelle
• Plant Revolt
• Real Nature
• VegaDokk
• Bagoila (Natur Press Team Ltd)
• Flora Food Magyarország
• Green Gorilla
• Una Terra Alapítvány

This has significantly strengthened our organization. We would like to take this opportunity to thank all of our members for their trust in us.

Plans for 2025

Despite being a relatively young organization, NÉGYOSZ is becoming stronger and more dynamic. We are heading into 2025 with plenty of plans and ambitions. We consider one of our outstanding achievements in 2024 to be the start of a contractual cooperation between NÉGYOSZ and the Hungarian Dietetic Association (MDOSZ) at the beginning of 2025. Moreover, we have another piece of exciting news, but we’ll keep that as our secret for now!

In 2025, NÉGYOSZ’s goal is to make plant-based diets simpler, more accessible, and more attractive in Hungary. Our programs will support decision-makers, help consumers navigate their options, and prepare industry players as well. Plant-based eating not only protects our health but also contributes to the planet’s sustainability. Our aim is for more and more people to recognize that sustainable nutrition is the key to our future.

Our programs are built around 5 main topics:

1. Regulation
2. Education
3. Healthcare
4. Professional events
5. Content marketing

Each of our initiatives offers practical solutions that are cost-effective, sustainable, and deliver real change in the long run.

Regulatory Projects

• Updating National and EU Legislation: We conduct scientific and economic analyses to demonstrate that a plant-based diet is not only beneficial for health but also has a positive economic impact. Our aim is to use these analyses as a basis for developing new legislation.
• Refreshing the “Okostányér” (Smart Plate) Guidelines: In cooperation with the Hungarian Dietetic Association (MDOSZ), we are working to give plant-based foods a more prominent role in official dietary recommendations. This could have a positive impact on public catering, school cafeterias, and even home cooking.
• Economic Proposals: Reducing VAT and abolishing the sugar tax on plant-based drinks would lower their cost, helping them gain wider acceptance.
• Policy Workshops: We organize events where regulatory bodies can learn about the benefits of plant-based diets and receive fact-based, well-founded information.

Education and Youth Programs

• School Campaigns: We run interactive workshops and competitions where students learn how a plant-based diet benefits their health and the planet. Our goal is for this knowledge to become part of their everyday decision-making.
• University Programs: Through collaborations with universities, we host workshops and lectures showcasing the advantages of sustainable diets and ensure that plant-based options are always available in cafeterias.
• Okosfehérje (Smart Protein) Program: Our campaign aims to popularize plant-based proteins, with special attention to legumes. We hope that within a year at least 10% of the population will become more open to these healthy foods. We plan to achieve this through online videos, tasty samples, and informative educational materials, encouraging as many people as possible to discover the beneficial effects of plant-based proteins.
  

Healthcare Projects

• Improving Hospital Menus: We will create opportunities to choose plant-based meals in hospital cafeterias.
• Research Projects: In collaboration with the University of Pécs, we will examine the effects of plant-based diets on nutrient intake and health indicators.

Professional Events and Exhibitions

• OMÉK 2025: We will participate in OMÉK with our own booth, featuring at least 10 exhibitors, tastings, and presentations to showcase the possibilities of a plant-based diet.
• SIRHA Budapest 2026: We will start preparing in 2025 for the 2026 exhibition. Our goal is to create a “NÉGYOSZ Island” that presents domestic producers and innovative solutions.

Content Marketing Campaign
We are developing a long-term content marketing strategy to help the public become better informed. We will share reliable, professionally vetted content and educational materials with the openly stated goal of making NÉGYOSZ the most important knowledge base on plant-based diets in Hungary.

Thank you to everyone for your support and collaboration throughout the year! We look forward to seeing you next year, and until then, we wish you a Merry Christmas!