How Attila Mayerhoffer predicts new local trends

Attila Mayerhoffer – a seasoned professional in the horticultural industry – has been with ICL for over two decades. He has witnessed the company’s growth and evolution up close. “I started as an Area Sales Manager, and have since added on to my role the position of a Segment Sales Coordinator. My responsibilities have increased over the years to include sales, market analysis and coordination across Hungary, as well as neighboring countries such as Romania, Slovakia, Croatia and Slovenia. With the help of my colleagues I’ve also worked in Czechia, Moldova and Bulgaria.” he says. “This includes, for example, adapting marketing strategies to accommodate the unique circumstances of each one of these markets.”

Piecing the perfect puzzle

“What works in one country may not catch on in another. From adjusting fertilizer recommendations based on regional weather patterns, to navigating regulatory differences between countries, the creativity and adaptability of my colleagues and I are constantly called upon.” These differences aren’t only found in countries, but appear also on a local scale: “Even within the same country, growers may work with different machinery and resources – some more advanced than others – so it’s a bit like piecing a puzzle together. I always try to find a method that works for the grower, regardless of the circumstances.”

“What works in one country may not catch on in another. Our creativity and adaptability are constantly called upon.”

Methods of predicting the future 

To stay ahead of the latest developments and trends, Attila keeps a close eye on the Western European market. “Trends emerging there often predict what Eastern European growers will encounter in the near future,” he says. “For example, Hungary, Slovenia, Slovakia and Czechia – which are closer to Western Europe – are more likely to adopt new trends quickly. Other countries in our region also follow, but at a different pace.” Predicting which trends will be adopted in the Eastern European market doesn’t boil down to economic factors alone, but also depends on the willingness of growers to embrace change. “I try to understand the unique dynamics of each market and respond appropriately,” Attila says.

Good things come to those who wait

While trends come and go, deeper changes take time, and Atilla has had a front-row seat to a major shift in nurseries across Eastern Europe: “When I first started in this industry, I encountered skepticism from growers about using premium fertilizers such as Osmocote. However, by allowing growers to experience the benefits of the product, there has been a huge shift in mindset. Now, most of the growers are using Osmocote, and it has become the new standard.”

“Success in this industry depends on a combination of
technical expertise, business instincts and a genuine passion for plants.” 

Expert advice for newcomers

We ask Atilla to share his insights on the skills required for an Area Sales Manager. “You can know everything about plants and products, but if you can’t communicate honestly and directly with growers, your advice won’t have as much impact,” he says. Being a good listener is equally important to the role. “Sometimes the smallest detail holds the key to finding the right solution. I keep searching and try to never settle for the most obvious answer. It’s extremely rewarding when I see the positive impact on growers and their businesses.”

Attila also offers some winning tips for newcomers to the field: stay curious, stay honest, keep informed and be prepared for change. “Ultimately, success in this industry depends on a combination of technical expertise, business instincts and a genuine passion for plants,” he concludes.