Penny Hungary says the partnership has “opened up new directions in the convergence of gastronomy and retail.” Known for his youthful drive and commitment to local ingredients, innovative solutions and a sustainable approach, the celebrity cook is seen as a “perfect fit” for the discounter’s “Selecting From Home” philosophy.
The relationship will see the chef provide professional advice to customers and regularly participate in campaigns, opening up a new perspective in the company’s communication. At a recent Penny Hungary event, Farkas provided guests with practical cooking tips, putting into practice the company’s philosophy of making exciting food accessible to everyone by using local ingredients.
“Our first event with Penny was a fantastic experience. The dishes prepared, with the active participation of all present, were a worthy demonstration of the meeting of traditional and modern cuisine, all prepared with local ingredients. And as a guide, I also showed some gastronomic tricks guests can easily use in their everyday cooking,” Farkas says.
Penny Hungary says working with local partners is a key priority, as it benefits sustainability and provides customers with quality, locally-produced food at a budget-friendly price. The company aims to create a supply chain that is short and sustainable and directly supports local producers based on what it calls the “farm to shelf” concept.
“It is of paramount importance to us that our customers can choose from a range of high-quality and affordable products while supporting the Hungarian economy. We pride ourselves on our close relationship with our Hungarian suppliers; nearly two-thirds of the range in all our stores is sourced locally,” says Mathias Mentrop, CEO of Penny Hungary.
Farkas began to learn his trade in a rural cooking school, followed by work at a country eatery. He gained experience and built his reputation in top restaurants in Barcelona and Budapest. For more than five years, Farkas managed the nationally renowned kitchen of the Michelin Guide-listed Pajta restaurant in Őriszentpéter (256 km southwest of Budapest, relatively close to the border with Slovenia). He is a former winner of Hungary’s Young Chef of the Year award.
“Our strategic goal is to strengthen our relationship with domestic suppliers and ensure our customers receive the best quality local products. And Ricsi’s professional knowledge and commitment perfectly support our mission,” says Eszter Kazatsay, communications manager of Penny Hungary.
The partnership is seen as a long-term project. The chef will not only bring his culinary expertise to Penny but will also share tips every week on the RTL morning show “Reggeli” and will also contribute “everyday yet exciting” recipes to the retailer’s magazine and on his social media platforms.
“We were looking for a chef who was not only at home in the kitchen but also in our selection. I think we have found a partner who shares Penny’s values of quality, local ingredients and commitment to sustainability,” Kazatsay adds.
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