Giving fruit and vegetables as gifts is not a widespread custom in Hungary, while a healthy lifestyle is always considered a good buzzword. While abroad, special vegetable and fruit baskets already offer unique gift options, at home the classic books, chocolates, flowers, and the provision of services and experiences are preferred. Some special fruits are sold for millions on the market, but there are also cheaper, yet unique products. Although the gifting of fruit and vegetables has historical traditions all over the world, nowadays their sale as gifts has declined. Consumers who are environmentally and health-conscious, open to a green lifestyle, or just curious could be realistic target segments for this niche area, which could be brought to success with an appropriate marketing strategy.

JEL codes: I12, M31, Q13