As interest in sustainable food systems continues to grow, MyFarm offers a model based on trust, shared responsibility, and education. In this exclusive interview, CEO Bernadett Hofer tells the Budapest Business Journal how the system works in practice and why the community sees itself as more than a vegetable box service.

BBJ: How did MyFarm Kertek begin, and what was its original goal?

Bernadett Hofer: MyFarm grew from something very personal into a national community. Our founder, Gábor Kövesdi, grew up in Harta [a village in Bács-Kiskun County, 108 km south of Budapest by road], where his father, Sándor Kövesdi, worked with vegetables and fruit for decades. When Gábor moved to Budapest, he realized that store-bought vegetables lacked the flavor and quality he knew from home, while farmers were often vulnerable to wholesalers. This led to the idea of MyFarm, where rural farmers and urban consumers could connect directly through a system that considers everyone’s needs, creating a situation in which farmers, members, and the wider community all benefit.

BBJ: What do you see as the biggest difference between MyFarm Kertek and other domestic fruit and vegetable box systems?

BH: Because of our size and experience, we now operate with a well-developed quality assurance system and reliable logistics. That means situations where a box doesn’t arrive or contains only a few kilos simply don’t happen. Members provide real-time feedback through a QR-based system, and our team handles those responses quickly and transparently. The key difference is that we don’t just deliver products, we shape attitudes. We take an active educational role, so that people understand the real value of seasonal eating and chemical-free cultivation. Our community presence is not just a communication channel; it is a real link between producers and consumers, which makes MyFarm more than a typical vegetable box.

BBJ: What does a community-based farm mean in everyday practice?

BH: The community principle is not a marketing tool; it is the foundation of how we operate. Members pay for their seasonal packages in advance, which shows trust in farmers and creates stability through pre-financing. Members are not just buyers, they are active participants who can give feedback, build relationships with farmers, and take part in shared events. As I like to say, we don’t sell vegetables, we sell a connection between the soil and the table.

BBJ: How many farms and pick-up points do you work with, and what guides your expansion?

BH: More than seven active farmers are part of the MyFarm community, covering several regions of the country. Over the past year and a half, our expansion has become more deliberate and follows our own quality assurance standards. The most important factors include local community demand, a committed farmer, logistical accessibility, and adherence to sustainability and quality principles. New locations offer the same high quality and community experience that members know from our Harta center.

BBJ: How do you ensure chemical-free cultivation, and what guarantees do members have?

BH: Chemical-free cultivation is one of our core values, and all our farmers strictly uphold it. Not every farm has formal organic certification, but our internal quality assurance system, ongoing professional mentoring, and transparency ensure reliability. Farmers use natural plant protection methods, crop associations, and biological control. Farming without chemicals is a different discipline, requiring constant experimentation and learning, and this approach provides safety and trust for our members.

BBJ: How do you plan for seasonality, and how is a weekly box put together?

BH: Seasonality is not an afterthought; it is central to our planning. In winter, taking member preferences into account, we begin developing our planting plans to grow 30 to 40 vegetable varieties in a season, including second and third plantings. Weekly box contents depend on what has reached optimal maturity. There is no fixed list every week, but members always receive a varied and flavorful selection. In summer, that usually means 6-7 kg of vegetables with at least six to eight different crops. Members receive weekly emails about the box contents so they can plan their meals.

BBJ: What proportion of produce comes from your own cultivation, and how much is supplemented by partners?

BH: Around 95% of our packages come from our own production, which is an exceptionally high ratio among domestic box systems. Members mostly receive vegetables from their own [local] farmer. To increase our self-sufficiency, we have built polytunnels in every farm and are continuously developing our technology. Only rarely, such as at the beginning of a season or in case of unexpected shortages, do we supplement boxes with produce from reliable chemical-free partner growers, and we always clearly indicate the source.

BBJ: How do you handle production risks, and how do you communicate this to members?

BH: One of our biggest strengths is risk sharing through the community model. Agriculture always involves unpredictable factors like weather or pests, but farmers are not facing these alone. The trust of our subscribers, who pay in advance, allows our farmers to work securely. In planning, we build in a 20% production buffer. If everything goes well, the surplus can be used for charitable purposes, but if something goes wrong, members’ boxes do not suffer significant losses. This conscious, community-oriented approach is one of MyFarm’s key values.

BBJ: Who are your typical members, and what motivates them to join?

BH: Our community is diverse, but everyone wants to know where their food comes from. Typical members include parents with small children who prioritize chemical-free, healthy food; young, conscious consumers who value sustainable farming and direct relationships; and health-aware middle-aged people looking for quality and flavor. Many feel they do not necessarily want to garden themselves but do want a simple, reliable way to obtain fresh vegetables. MyFarm is not just a service; it is a convenient and credible alternative for everyday eating.

BBJ: What educational elements do you provide, and what makes them effective?

BH: Education is an integral part of how MyFarm operates. We do not only offer products; we share knowledge about living more consciously and healthily. Weekly newsletters include recipe ideas, storage tips, and information about that week’s produce. We regularly create vegetable guides that explain step by step how to use different vegetables. More than half of our social media content is educational, and we receive great support from Zsófi Mautner, who has been involved from the beginning with practical, creative ideas. The most effective educational format is our open days, when members can visit the gardens, learn about the processes, talk with farmers, and even assemble their own baskets from fresh produce.

BBJ: How does the business model work in terms of membership, subscription, and seasonal commitment?

BH: MyFarm is built on a seasonal subscription model. Members pay for the full season in advance, which secures farmers’ work and enables predictable operations. This model not only shares risks but builds community, because members are not just customers but active participants in a shared story.

This article was first published in the Budapest Business Journal print issue of February 13, 2026.