Program offer 2026 - HUNGEXPO
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Program offer 2026

Program offer 2026

SIRHA 2026 PROGRAMS

Future Store, the Store of the Future

Trade Magazine, as the prominent media partner of the exhibition, traditionally presents the Future Store Innovations booth at the SIRHA exhibition, covering nearly 800m², showcasing the latest market products ready for launch, innovative solutions, and services. The sales area, “hot spots,” on-the-go zones, checkout areas, convenience, and HORECA sections will be presented as a complete experience with trendy innovations, many of which attendees may encounter for the first time. The exhibit will feature innovations for both self-service and staffed units, data-driven solutions, special alternatives connected to customer experience—more important than ever—and the latest product innovations and in-store communication opportunities.
In 2026, we will once again present the Future Store, the Store of the Future, with the collaboration of more than 20 partner companies. These innovations and developments can be viewed in a unique way through professional tours starting every half hour, throughout the entire duration of the exhibition, for registered attendees.
Come and step into the Store of the Future!

For the first time at SIRHA Budapest: AUX VIGNOBLES – French Vineyards in One Place

Discover the heart of French wine culture – now for the very first time in Hungary!
For over 40 years, Aux Vignobles! has been bringing the unique world of French wine regions closer to the public. In 2026, it makes its debut at the SIRHA Budapest trade show with an exclusive 200 m² exhibition space.

Step into the world of French vineyards and meet many renowned winemakers representing the most prestigious wine-producing regions of France. Explore their products firsthand and gain insight into the craftsmanship, heritage, and stories behind each bottle – directly from the producers themselves.

This is more than just a showcase – it’s a unique opportunity to expand your portfolio through trusted, personal connections, draw inspiration from exceptional winemaking traditions, and discover new business opportunities from the very best of French wine culture.

Participating Wineries:

Champagne C&H Fournaise
Champagne David Decorte
Champagne Didier Langry
Champagne E. Liebart
Champagne Godmé Sabine
Chateau Enclos Haut Mazeyres
Château La Grave Figeac
Cidrerie de Brocéliande
Deux Roches
Domaine Alexandre Turansky
Domaine des Galloires
Domaine du Gros Pata
Domaine Fontanel
Domaine Jonathan Seguin
Domaine Vuillemez Pere et Fils SCEV
Fruitiere Vinicole d’Arbois
Gilles Brisson
Grande Maison
Vignobles Gabriel & Co
Vins Benjamin Tschaen
Vins Schaffhauser

For further information click here.

Hungarian Wineries in the Spotlight – Hungarian Wine Island

Within the framework of the Hungarian Wine Island, domestic wineries are presented with the support of the Hungarian Wine Marketing Agency to both Hungarian and international trade professionals.
The Hungarian Wine Island offers an opportunity for both small artisan wineries and larger producers to showcase their wines, jointly strengthening the reputation of Hungarian wine in domestic and international markets.
The event provides an excellent platform for expanding professional networks and exploring new business opportunities at the region’s most significant HoReCa trade fair.

START-UP ISLAND

Trade Magazine will continue its new program launched in 2024 in collaboration with its professional partners in 2026. In addition to the Future Store, visit the START-UP ISLAND, where nearly 20 start-up companies will showcase their products and exhibit free of charge. A professional jury will select the most promising businesses that have started their careers in the FMCG market, or related fields, within the past three years.

SIRHA Innovation Competition 2026

In 2026, we will once again hold the SIRHA Innovation Competition in collaboration with Trade Magazine. The competition is open to registered exhibitors of the SIRHA 2026 exhibition, who can submit their newly introduced products, services, technological innovations, or packaging solutions since the previous exhibition. Participants can register for the competition immediately after completing their exhibition registration. The top entries in each category, as selected by the professional jury, will be displayed during the exhibition.

Hungary’s Cake 2026

The Hungarian Pastry Association is organizing the “Hungary’s Cake” competition for the twentieth time, traditionally held on our national holiday, St. Stephen’s Day. The aim of the event is to celebrate Hungary’s symbolic birthday and highlight the country’s gastronomic values.

The competition attracts tremendous interest every year, with more and more people eager to find out which cake will proudly represent Hungary. In 2026, at the SIRHA Budapest Exhibition, visitors will have the opportunity to view the submitted cakes and follow the first round of judging live.

The pastry chefs must use at least one ingredient from a mandatory basket of national values and Hungarian specialties. Special ingredients in the basket include Newfehértó cluster cherries, Kalocsa paprika powder, and Hungarian herbs. The theme of the 2026 competition will also promise exciting innovations, which will be revealed in the fall of 2025.

Don’t miss this festive moment and be part of one of Hungary’s most important gastronomic events!

Pataki János Memorial Competition 2026 – Pastry Product Competition for Adults and Students

In 2026, the Hungarian Pastry Association will organize the sixth Pataki János Memorial Competition, celebrating the latest creations in the pastry craft and the perfect harmony of traditional arts.

The competition is open to both adults and students and takes place in three exciting categories: cake decoration, pastry artistry, and sugar flower compositions.

In all categories, participants are free to choose their theme, with no strict rules, allowing them to push the boundaries of their creativity. The event aims to showcase and promote outstanding Hungarian pastry craftsmanship, while providing a platform for the latest trends in pastry arts to be presented to the public.

The Pataki János Memorial Competition also plays a crucial role in inspiring the new generation of pastry chefs, helping new ideas and creations to take flight. The competition works will be on display at the Association’s booth throughout all three days of the exhibition, allowing every visitor to admire these stunning works of art in person.

SIRHA LATTE ART CHAMPIONSHIP BY ALPRO 2026

Organized by SIRHA Budapest and KávéBár Projekt, with Alpro as a partner sponsor, the SIRHA LATTE ART CHAMPIONSHIP – Plant-based Universe by Alpro barista competition will take place on March 3. During the competition, contestants will prepare coffee latte and matcha latte beverages featuring milk foam pouring patterns (latte art).

The total prize pool of the championship is HUF 200,000, and winners will also receive additional gifts.

The aim of the program, held as part of the SIRHA Budapest exhibition, is to draw the industry’s attention to the explosive trend of plant-based drinks, which are not only delicious but also meet the needs of conscious coffee consumers. The competition also reflects the growing popularity of matcha tea, as nowadays a significant percentage of lattes are made with matcha instead of coffee.

Applications for the competition should be sent to info@presspirit.hu by February 25, including name, workplace, and phone number.

Download the detailed competition rules >>

Download the APPLICATION FORM >>

SIRHA BUSINESS CAFÉ

SIRHA Business Café welcomes industry professionals and those planning to open a business with a café-style atmosphere. Exhibition visitors can not only relax in comfort here, but also participate in professional programs and tastings. During the event, Alpro, Bányai Coffee, Happy Lab Tea, and Liquid Gold Bar will be presenting at the stand.

On March 4 and 5, professional forums will be held on topics related to the coffee and bar market. The focus will include international and domestic trends, sustainability challenges, the importance of artificial intelligence, and business development opportunities.

We welcome both those already active in the horeca sector and those who are planning to start their business or career in hospitality.

The SIRHA Business Café is located at Hungexpo, Pavilion G, Stand 107B.

Gelato Adventure 2026 – A Playful and Creative Ice Cream Competition

The Gelato Adventure, a playful and creative ice cream competition organized by the Hungarian Confectioners’ Guild and Hungexpo Zrt., also debuted here in 2024. The primary goal of the program is education, with masters of the profession—Hungarian and Italian confectioners who serve as role models—introducing young people to the secrets of ice cream making. Three teams work simultaneously in the competition and have 100 minutes to prepare their special ice creams using two ingredients drawn from the MYSTERY BOX – a surprise or mysterious box. The teams can purchase additional ingredients at the market set up in the competition area, but part of the game is that they can also find additional ingredients at the stands of the exhibiting sponsor companies. Between the morning and afternoon competitions, exciting ice cream demonstrations and tastings entertain the audience.

The Best Ice Cream Ingredients 2026 – Presentations by Leading Companies

Discover the world of ice cream at SIRHA 2026! Top ice cream companies will showcase their latest innovations in themed professional presentations.

The Hungarian Confectioners’ Association will also host the first round of judging for the Hungary’s Cake 2026 competition here, in a unique professional environment, alongside the finest ice cream experts!

Join us and be part of this unique experience! Detailed information about the programs will be coming soon.

Hungarian Pizza Championship – A Celebration of Passion, Creativity, and Tradition

Whether it’s Margherita, Marinara, pizza made with traditional or unique ingredients, baked in a wood-fired or gas/electric oven, or shaped round, oval, or square – pizza comes in countless variations. It continuously evolves, reflecting tastes and trends from every corner of the world.

Organized by the Hungarian Pizza Association, the Hungarian Pizza Championship is much more than a competition: it’s a celebration of passion, creativity, and tradition – centered around the world’s most beloved food. Pizzaiolos from across the country come together to showcase their skills in the following categories: Pizza Classica – Pizza Romana – Pizza Napoletana – Pizza a Due. Amateur bakers are also welcome to participate in the Home Pizza – as you make it at home category.

But the Hungarian Pizza Championship is not just a contest: it’s a meeting point, an opportunity to discover stories, traditions, and flavors from different regions of the country. It’s the perfect place for those who want to gain, share, and exchange experiences, learn from others in a friendly and open atmosphere, and above all, feel part of a passionate pizza-loving community!

More information and registration >> https://fupihungary.hu/magyar-pizza-bajnoksag/

Professional Programme of the Hungarian Association of Bakers at SIRHA Budapest 2026

The Hungarian Association of Bakers will once again represent the domestic baking industry with an active professional presence at SIRHA Budapest 2026.
Guided by the concepts of the “Show Bakery” and the “Bakers’ Workshop”, the organisation aims to highlight the values of the profession, showcase industry innovations, and celebrate the traditions of the baker’s craft.

The programme focuses on strengthening professional prestige, fostering collaboration among industry stakeholders, and introducing the latest technological developments.
The Association’s stand will serve as a meeting point for baking professionals, suppliers, educational partners, and decision-makers — a space dedicated to knowledge sharing, networking, and inspiration.

Over the course of the three-day professional programme:

  • The professional background and first-round jury session of the St. Stephen’s Day Bread Competition will be presented,
  • Visitors can attend sandwich-making and barista demonstrations,
  • As well as supplier presentations and innovation forums throughout the event.

In 2026, the stand of the Hungarian Association of Bakers will once again be the central meeting place for the professional baking community — where tradition meets innovation.

Mass Catering Championship

The 2025-2026 Mass Catering Championship, now in its 10th edition, is organized by the National Association of Public Caterers and Food Service Managers (KÖZSZÖV), the Hungarian National Gastronomy Association (MNGSZ), and the National Food Chain Safety Office (Nébih).

The competition aims to modernize traditional flavors, develop dining culture, and introduce seasonal and customary dishes. The focus this year will again be on sustainable public catering.

The competition’s honorary patrons are:

  • Dr. István Nagy, Minister of Agriculture
  • Dr. Imre Nemes, President of Nébih
  • Dr. Surján Orsolya, Chief Medical Officer

Professional patrons:

  • Zoltán Hamvas, President of the Hungarian Bocuse d’Or Academy
  • Anna Zoltai, President of KÖZSZÖV

Media supporters:

  • Trade Magazine
  • KÖZSZÖV Newsletter

The registration deadline is April 30. After that, semi-finals will be held in the fall of 2025 in Pécs, Debrecen, and Budaörs, and the best teams will advance to the national final, which will take place at the SIRHA Budapest 2026 exhibition.

A novelty compared to previous competitions is that participants can register in the following three categories:
• Child and student catering
• Institutional adult public catering
• Workplace catering

The goals of the competition include improving the quality of public catering, promoting short supply chains and domestic fresh ingredients, introducing modern food preparation technologies, enhancing the social appreciation of public catering, and fostering knowledge development.

A new requirement in all three categories is that for one of the dishes (excluding dessert), a meatless option must be presented. Additionally, at least one (mandatory or optional) ingredient must be a KMÉ-certified product, and one vegetable, fruit, or egg used must have organic or eco certification.

Mandatory ingredients: Hungarian-grown Makó red onion, carrot, celery, green pepper, tomato, sour cream, free-range eggs, plums.

Banned ingredients remain: sweeteners, products containing sweeteners, flavor enhancers, ingredients containing added flavor enhancers, food colorants, and products containing food colorants.

European Enterprise Network B2B Meetings

In 2026, the European Enterprise Network B2B meetings will once again take place at the SIRHA Budapest exhibition, organized with the support of the Hungarian Export Development Agency (HEPA) and the Enterprise Europe Network in Hungary.

This international B2B event offers excellent opportunities for companies in the food industry and the HORECA sector looking for potential business opportunities and planning to expand their products and services to international markets. In 2024, the first day of the B2B event was held in person at the exhibition site, attracting more than 150 participants. The other two days were held online. A total of 208 registrations were received for the event, including 111 from Hungarian companies, with the remaining 97 participants from 22 European and non-European countries. Participants held nearly 100 meetings during the event.

Conference of Conscious Hospitality Professionals 2026 Organised by the Hungarian Hospitality Association (Magyar Vendéglátók Ipartestülete)

Join the Conference of Conscious Hospitality Professionals, where industry experts will address current challenges, funding opportunities, and the future of the hospitality sector through keynote presentations and roundtable discussions.

Speakers and roundtable participants include distinguished representatives of the industry, among them Gianni Annoni, Zoltán Kőrössy, Árpád László and Dániel Szabó.

Topics include:

  • Not Only the Big Players Win – Funding Opportunities for Restaurants in 2026
  • When Financing Becomes an Opportunity Rather Than an Obstacle
  • The 5+1-Point Support Programme Aimed at Renewing the Hospitality Sector
  • Survival or Growth? The Real Challenges Facing Hospitality in 2026
  • The Restaurant as an Experience Product: Turning Guests into Regular Customers

Date: 3 March 2026, 13:00–16:30

Hungarian Marketing Association HoReCa & Event and Green Department’ Joint Marketing Communication Workshop

The II. Green Gastronomy – Marketing Communication Workshop is jointly organised by the HoReCa & Event Section and the Green Section of the Hungarian Marketing Association (MMSZ) within the framework of the SIRHA Budapest 2026 trade exhibition.

Through expert presentations and roundtable discussions, the programme will explore how sustainability and its effective communication can become a genuine competitive advantage. Topics will include sustainability-driven innovations in Hungarian tourism, partnership models, practical solutions and their communication strategies. Special attention will be given to ethical gastronomy and the avoidance of greenwashing.

Participants will gain first-hand insights into resilient hospitality strategies and award-winning best practices. The workshop will also provide a platform for startups introducing innovative approaches in response to current economic challenges. Experts will present credible tools and methods for green communication through concrete case studies.

4 March 2026 (Wednesday), 12:30–15:30 – Hall A, Gallery Level, Room 106

Participation in the event is free of charge; however, prior registration is required.

Discover the best practices of sustainable gastronomy at the Felelős Gasztrohős Foundation’s booth!

How can a breakfast spot thrive without serving orange juice or cocoa?
How do guests react when they only find out what’s on the menu at dinnertime?
Does running a restaurant become easier or more challenging when you have your own farm?

Alongside answers to these questions, visitors can explore many more tips and practical insights at the booth of this organization, which has been promoting sustainable gastronomy for over 10 years. In addition to interactive games and talks, representatives of hospitality businesses can also receive personalized consulting tailored to their needs.

Colorful Professional Programs Courtesy of T. Nagy Tamás Kft.

Pastry & Art (The symbiosis of pastry and fine art)

Paying tribute to the Coupe du Monde de la Pâtisserie in Lyon—one of the most prestigious international events bringing together the world’s finest pastry talents—T. Nagy Tamás Kft., in collaboration with design artists, brings to life the symbiosis of pastry and fine art on the main stage.

Artists from Moholy-Nagy University of Art and Design (MOME), along with nationally and internationally renowned pastry chefs, will offer insight into the worlds of ice sculpture, chocolate artistry, plated desserts, and parfait cakes.

Visitors to SIRHA Budapest will also have the opportunity to ask questions of leading professionals such as Zsuzsanna Ötvös, István Gáborecz, Krisztián Füredi, and Árpád Szűcs.
Throughout the day, our hosts Renáta Somogyi and Ádám Pataki—both leading figures in the profession—will guide the program.

Gastronomic Innovations

Through spectacular live demonstrations, visitors can explore the latest pastry and kitchen trends and technologies, whether it’s fruit purées, chocolate, texture products, or base stocks. Our surprise guests include acclaimed representatives of both the Hungarian and international gastronomic scene.

The Exhibitor Marketing Award has been announced at SIRHA Budapest 2026!

The Agricultural and Food Industry Marketing Division of the Hungarian Marketing Association invites all participants of SIRHA Budapest 2026 to apply for the Exhibitor Marketing Award.

The purpose of the award is to highlight the importance of marketing activities, showcase modern marketing solutions, and encourage companies to achieve a higher professional standard and apply it in practice. Through this award, the Hungarian Marketing Association aims to support the success of the food industry and the HORECA sector, showcase best practices, and enhance the reputation and prestige of participating companies.

Anyone with their own stand at the exhibition can apply. The award evaluates the company’s marketing strategy, toolkit, and business policy concept.

For details, see the application announcement, and submit your entry via the application form.

Don’t miss the opportunity to have your outstanding marketing practices recognized!

Program of Hungarian Association for Packaging and Material Handling (CSAOSZ)

The New Era of Packaging – Challenges, Difficulties, and Professional Insights of the European Packaging Regulation (PPWR)

Hungarian Association for Packaging and Material Handling (CSAOSZ) is organizing a professional program under this title.

From August 12, 2026, the new European Packaging Regulation (PPWR), with stricter requirements than ever before, will become mandatory across EU member states. The event will cover the regulation’s key new provisions and provide guidance on their interpretation. Professional partners will also present additional industry updates, offering new knowledge and professional insights.

March 4, 2026, 11:00 AM – 2:00 PM, Pavilion A, Gallery I, Room 105

THE ORGANIZERS RESERVE THE RIGHT TO MODIFY THE PROGRAM!