ABSTRACT
This chapter examines the history of a medium-sized family firm in rural Hungary. It tracks the changes in strategy that have turned it from a nearderelict and bankrupt fish farm in the aftermath of Communism to a highly innovative fishery around which have been built a series of related businesses that together comprise a successful ecotourism destination. The business reflects not only Hungary’s transition from Communism to European Union (EU) membership, but at the same time reasserts and reinterprets far older farming and cultural traditions in a modern way. The firm now employs around 80 people in fish farming, raising spawn for sale to other farms, and fish processing. The firm exports much of its production, mainly to Germany and Austria, but including as far away as the UK.
