The present and possible future role of the wholesale markets in the Hungarian fresh fruit and vegetable trade

摘要

The research into the Hungarian marketing channels of the sector showed that in spite of the growing importance of the retail chains wholesale markets still maintain their basic role in the distribution of fruit and vegetable. The wholesale markets only started at the beginning of the nineties and the rapid growth of the multinational chain stores started only a few years later, changing again drastically the structure of the distribution channels. At the present we call 10 regional markets wholesalemarket although most of them are functioning more like "big markets", with seasonal or restricted supply and demand. Far the most important wholesale market with about 65-85% of the traded volume is the Budapest Wholesale Market. Despite of the recent development there is no such thing as e-commerce even at the most important Budapest Wholesale Market. Why is the situation so underdeveloped, mostly because The Budapest Wholesale Market in spite of it's location is not a classic urban wholesale market the producers share from the turnover is almost the same that the wholesalers. For these producers - most of them quite small scale - other forms of marketing, like contract sales or even e-commerce are not a real alternative, because they haven't got thesufficient amount or quality of produce or they are reluctant or not able to change their marketing habits. On the other hand, most of their buyers, the traditional fruit and vegetable stores of Budapest, have the same characteristics, they are either too small or too opportunistic to invest or even think of another, more integrated form of trade. In my point of view there are two main and real opportunities for the wholesale markets to use the possibilities provided by internet: Try to offer a betterinfrastructure for the other important participant of the market, the wholesalers. Function as a real price reference market, providing easily accessible (through internet or email) and probably not free information.