Rooted in Rice
Interview with Tamás Bori, Managing Director
Founded from humble beginnings as an agricultural cooperative in 1948, Nagykun 2000 has evolved into one of Hungary’s premier rice producers, cultivating 4,300 hectares in the heart of the Great Hungarian Plain. As explained by Managing Director Tamás Bori, during the recent decades the company has successfully positioned itself in the premium market segment, producing organic and conventional rice varieties that meet the highest international standards. With 130 employees and annual revenues of 5 billion HUF, the company exemplifies how traditional agricultural values can thrive in modern markets. Their commitment to environmental sustainability and premium quality has opened doors to international markets, including exports to China and ongoing contacting to countries in the Middle East and the US.
European Business: Mr. Bori, what sets your company apart in today’s highly competitive agricultural industry?
Tamás Bori: What I find very important is that, following Hungary’s political changes during the regime shift, the vast majority of agricultural enterprises ceased to operate as cooperatives and were privatized. However, we are a company that has preserved its cooperative roots, with a young management team adopting the values and traditions set up by the original founding members. Today, we employ around 130 people and cultivate approximately 4,300 hectares in the Nagykunság region. We produce premium-quality puffed rice with high nutritional value, free from artificial additives. These are naturally made, high-end products. About one-third of our rice is organic, most of which is sold to a German processor. From there, it reaches not only the German market but also China, the world’s leading rice producer country – testament to its exceptional quality. Thanks to its remarkable purity and extremely low heavy metal content, our rice is selected for premium baby food production in China.
European Business: How do you balance environmental sustainability with profitability?
Tamás Bori: Local production offers significant environmental advantages over imports from Asia and North America. Everything is produced in one location with minimal transport for packaging. We operate within the Hortobágy National Park and have Biokontroll Hungaria Ltd’s certification with annual audits from Chinese and German partners. Our environmental impact is actually positive – e.g. in our production region the population of one very rare bird species has increased from 13 pairs to more than 80 pairs over the past 10 years. This demonstrates that agricultural activity doesn’t have to destroy nature; with some additional efforts, we can create beneficial ecosystems while maintaining profitable operations.
European Business: What’s your approach to international markets?
Tamás Bori: We focus on premium and organic products for environmentally conscious consumers who value quality over just price. Once customers taste our products, they remember the quality – that’s the experience we aim for. We are now building our presence in the Middle East region with excellent reception, and we’ve won new EU contracts. I am presently in negotiation about a possibility to enter the US premium rice snack market. We’re building a new solar-powered facility to increase capacity while maintaining our quality standards. It’s not easy entering new markets, but when buyers taste our rice, the quality speaks for itself.
European Business: What products define your portfolio?
Tamás Bori: On one hand, we offer puffed rice products made with 80% brown rice, known for their excellent nutritional properties. These are available in various flavour combinations – such as with premium Belgian chocolate – but we never use artificial ingredients and prioritize quality over mass production. On the other hand, we also grow our traditional and specialty rice varieties, processing them into both white and brown rice in conventional and organic forms, as well as rice flour made from both types. Our Nagykun rice has been awarded a Protected Geographical Indication (PGI) by the European Union, recognizing it as a unique product whose characteristics are closely tied to our specific geographic region and traditional farming practices.
European Business: What makes your company culture unique?
Tamás Bori: I consider our company a family where people don’t just work for money. Of course, everyone works to earn a living, but that’s not the main motivation here - people genuinely enjoy working here. As a family-oriented company, I always tell my colleagues that I don’t want to be a boss who simply gives orders, but rather a colleague and a friend. One unique aspect of our company is that 70% of our current colleagues have family connections spanning generations – grandfathers, fathers, and now sons working for us. This means the people working here don’t want to leave for other opportunities. This company has sustained families across generations, which I believe is tremendously valuable. When you have such a work culture, colleagues help each other because everyone is committed to quality work, and everyone works for the company as if it were their own.
European Business: What is your vision for the company’s future?
Tamás Bori: I see the future clearly moving toward high-quality, premium products. We are focused on serving environmentally conscious consumers who value eco-friendly and affordable choices. Our aim over the next three to five years is to raise awareness that such products not only exist but are available on both domestic and international markets – benefiting consumers and strengthening our company. I also place great emphasis on human development within our organization. I genuinely enjoy seeing my colleagues grow, succeed, and take ownership of their roles. When people are motivated and find meaning in their work, the team becomes stronger and more united. For us, the key to long-term success lies in preserving our 75-year heritage while embracing innovation and sustainability.