Program offer

Gelato Square 2024

New programme at SIRHA Budapest! Three days with three different ice cream-themed programmes.

Day 1 programme – Gelato Festival World Masters – Hungary Challenge

In the period of 2022-2025, the Gelato Festival World Master started its journey around the world again. The competition was organized jointly with our exhibition partners Carpigiani and Sigep-Italian. We’re looking for the best gelato around the world, once again. In the last competition there was a hungarian winner, in 2021 Fazekas Ádám was the winner of this prestigious competition.
After the freezing, the judging takes place, which is open to the public. In the evaluation, the four main aspects are taste, structure/texture, creativity, and presentation, in which, the choice of raw materials, the standard of the recipe development, and the visual effect have the most particular importance. The ice cream makers must present the ice cream they made to the jury within one minute, tell their story, the ingredients they used, and they have try to “sell” the ice cream.

The winning ice cream masters will advance to the Hungarian Finals of the Gelato Festival which will take place in Bologna in 2024, where the best two of the nine competitors will advance to the world finals and represent Hungary in the world championship in search of the best ice cream flavors of the 5 continents.

Program details:

  • 10:00 – 11:00 finalists will prepare their work
  • 11:00 – 12:30 Ice cream tasting, including Ádám Fazekas’ award-winning “Frutta di Pistacchio” ice cream, which won first place at the Gelato Festival World Masters in 2021
  • 13:00 – 14:00 – Ice cream tasting, another special event where the 6 finalists selected in 2022 and 2023 will be presented with the winning flavours:
    • First place 2022Norbert Tóth of Tóth confectionery in Dunaföldvár with “Caribbean coffee with miso caramel” (Caribbean coffee jelly with miso caramel and rum)
    • Second place 2022 Wilheim Dávid from DaCrema Ice Cream Parlour in Nagykanizsa with “Il Re del Piemonte” ( Piedmont hazelnut gelato with blackberry sauce, crispy milk chocolate, caramelized hazelnuts)
    • Third place 2022János Somodi from Florida Fagyizó in Balatonmáriafürdő (Somogy) with “Torta della nonna” (Nonna’s cake).
    • First place 2023: István Felsődiósi from Lufi ice cream shop in Győr with “Go(a)t tej?” Goat cheese ice cream with figs and pistachios.
    • Second place 2023 : Ádám Pataki from Pataki in Pest with “Frutta di cafè”: (coffee and white chocolate gelato with lemon confit and salted caramel)
    • Third place 2023: László Nagy from Marzipán Cukrászda in Dunaföldvár with “Almond White Chocolate” (white chocolate and almond gelato)
  • Judging from 14:30 – 16:30
  • From 17:00 to 18:00 the results will be announced

Judges of the competition:

  • Sándor Fodor – the owner of Habcsók Confectionery in Budapest – who was part of the Hungarian team that came third in this year’s Gelato World Cup, and the winner of the 2021 Hungary’s Tortája with his “Sunflower” cake.
  • Árpád Szűcs – pastry chef – multiple World Champion, 12 years working as Pastry Chef at Four Seasons hotels (Budapest, Milan, London, Prague), and in 2018 he was elected as one of Boiron’s teaching chefs.
  • József Juhos – pastry chef – has managed places such as the pastry shops of Gerbeaud and Boscolo Hotel, Pataki pastry workshop and Sug’art by Juhos Joci.

The main organizer of the program: Bulfoni Kft./Gelato Festival World Masters, Carpigiani

A fun and creative ice cream competition, mentored and led by Hungarian and Italian pastry chefs and ice cream masters, but with the main focus being on the pastry students. The primary aim of the programme is to educate young people about the mysteries of ice cream making, but entertainment and playfulness are also very important.

Under the guidance of six professional team captains – four Hungarian and two Italian masters – students from six different vocational schools will take part in the all-day competition.

School teams competing in the morning:

Bernáth Kálmán Reformed Secondary School, Trade and Hospitality Technical and Vocational School, Vác

Győr SZC Krúdy Gyula Tourism and Hospitality Technical School, Győr

C. József Dobos C. József Hospitality Technical and Vocational School, Budapest

School teams competing in the afternoon:

Zwack József Trade and Hospitality Technical and Vocational School, Békéscsaba

Nyíregyháza SZC Sipkay Barna Technical School, Nyíregyháza

Szeged SZC Tóth János Mórahalmi Vocational School, Mórahalom

Programme plan:

10:00 – 12:00 the first three teams will prepare their competition ice creams, one dairy and one fruit ice cream, using the surprise ingredients from the gold level sponsors in the “mystery box”. Additional ingredients will be available at the marketplace in the Ice Cream Arena and at the sponsors’ stands.

12:00 – 12:30 judging and tasting of the ice creams

13:00 – 13:30 ice cream tasting and demonstration: the world champion ice cream “Frutta di Pistacchio” by Ádám Fazekas

14:00 – 16:00 the second three teams will prepare their competition ice creams, a milk ice cream and a fruit ice cream, using the surprise ingredients from the gold sponsors in the “mystery box”. Additional ingredients will be available at the marketplace in the Ice Cream Arena and at the sponsors’ stands.

16:00 – 16:30 judging and tasting of the ice creams

16:30 – 17:00 the ice cream tasting of the Hungarian team, bronze medal winners of the Gelato Wolrd Cup 2024

17:00 – 18:00 the results will be announced

The main organizer of the program: Hungarian Confectionery Industry Board/Hungexpo Zrt.


Levente Harsányi

Team captains

Introduction of the team captains
  • Andrea Koncz, ice cream master, Sissi Handicraft Ice Cream Parlour, Gödöllő
    She has won numerous awards and prizes in recent years. In 2020, Modena’s Treasure ice cream won the bronze medal in the Ice Cream of the Year competition, in 2021, Balsamic Baked Blueberry with Soft Goat Cheese ice cream won the audience award, a professional silver medal and a special prize, while Gentle Hemp with Wild Blackberry ice cream won the silver medal in the “One with Nature – Flavours of the Forest and Field” category. In 2022, the ice cream “Eszterházy strawberry soda with lavender” won the title of Balaton Ice Cream.
  • Alessandro Masia Pastry Chef and Gelato Instructor, Carpigiani Gelato University, Bologna
    He has extensive international experience, having worked in top Michelin-starred restaurants and prestigious hotels in Milan, Rome, London, St. Moritz and Sydney. He is a teacher at ALMA la Scuola – Internazionale di Cucina Italiana and a lecturer at “A TAVOLA CON LO CHEF” and Professione Gelatiere.
  • Balázs Damniczki, master confectioner, Damniczki Confectionery, Székesfehérvár
    A multiple award-winning pastry chef, his Red Wine Raspberry ice cream was voted Ice Cream of the Year in 2013 and in 2017 he reached the European final of the Gelato World Tour with his “Black Tea Raspberry with Bergamot and Pistachio” ice cream.
  • Ádám Fazekas world champion ice cream master, Fazekas Cukrásza, Budapest
    In 2019, at the Gelato Festival Europa, his pistachio ice cream won the new generation ice cream category and was the absolute winner.In 2021, at the Gelato Festival World Masters Ice Cream World Championship, he became world champion with his Frutta di Pistacchio ice cream, making him the reigning world champion until 2025. In 2022, he was ranked second in the Gelato Festival World Ranking.
  • Gian Luca Cavi ice cream master, Fidenza
    After his experience as a quality control inspector in food companies, Gian Luca turned his attention to the world of ice cream and was helped by good masters such as Simone De Feo, ice cream master at Cremeria Capolinea. His personal vision of ice cream is constantly evolving, based on solid experience and rooted in childhood memories.
  • Ádám Pataki, Pataki Confectionery, Érd, Hungary
    Master pastry chef representing the third generation of the Pataki pastry dynasty. In 2023, he finished second in the Hungarian semi-finals of the Gelato Festival World Masters – Hungary Challenge II with his “Frutta di caffé” ice cream, and is therefore a sure participant in the Hungarian final of the Gelato Festival World Masters in Bologna in 2024.


Information about the judges

The judges of the competition: members of the Hungarian team, bronze medallists of the Gelato Wolrd Cup 2024.

  • Renáta Somogyi ice cream master (Bringatanya, Somogyi ice cream workshop – Gyenesdiás)
  • Sándor Fodor chef, pastry chef (Habcsók Cukrászda – Budapest) 
  • Füredi Krisztián pastry chef (Hysteria Confectionery – Tápiószecső)
  • Zoltán Gácsi creative pastry chef (Csokoládé Akadémia – Nagytarcsa)

Day 3 programme – Presentations of the companies selling ice cream ingredients

Thematic professional presentations would take place, the exhibiting ice cream companies could present their novelties, based on a predetermined order and schedule. The presentations would end with a tasting and the spectators sitting in the stands could taste the presented ice creams, pastries.


König-Units Kft. – FABBRI presentation – The various uses of Amarena cherries in ice creams and desserts.

Speaker: Cristian Monaco Italian pastry chef technologist.

Bulfoni Kft. – The method of making Dobos torte with the Carpigiani Lab-O-Chef 5 machine.
Speaker: Alessandro Masia, Instructor at Carpigiani Gelato University for gelato and pastry.

Italian Trade Agency – The latest trends in Italian gelato making.
Speaker: Gian Luca Cavi, Instructor at ALMA (The School of Italian Culinary Arts) for gelato.

Master Martini Hungary Kft. – The versatile uses of Brunella cream variegates.
Speaker: Rétfalvi Attila Ice cream technologist.

Bulfoni Kft. – Creating a special plate dessert (Unicum liqueur ice cream, yogurt mousse, currant sauce, walnut cream) using Carpigiani Lab-O-Chef 5 and Carpigiani Maestro machines.

Speaker: Alessandro Masia, Instructor at Carpigiani Gelato University for gelato and pastry.

Aromitalia – Nectar Kft. – The world of bonbons: popular bonbons from around the world in ice cream form.
Speaker: Giuseppe Venusio Ice cream technologist.

Hungary’s Cake 2024

7 March 2024

In 2023, the competition was renewed, with a basket of national values and Hungaricums, from which the contestants had to use one ingredient in the cakes they entered.

This year, the competition was held under the theme “Superfood”. Creative entries were submitted with the characteristic, defining flavours of the ingredients that are considered to be the “superfoods” of the home in the following baskets of ingredients.

The five shortlisted cakes will be selected at the SIRHA Budapest International Food and HORECA Exhibition, organized by the Hungarian Confectionery Industry Association on 7 March 2024. The judging will take place live in front of a professional audience. All the cakes entered will be displayed in showcases, and competitors and visitors will be able to view the competition entries.

János Pataki memorial competition

5 March 2024

The Hungarian Confectioners’ Association 2024 will organize the János Pataki Memorial Competition for students and adults for the fifth time, in the categories of cake decoration, art, and sugar flowers.

The competition aims to showcase the outstanding skills and achievements of Hungarian pastry chefs, to present the latest innovations in the art of pastry making to the public at large, and to inspire the young generation of pastry chefs with new ideas.

The competition will be held on 5 March 2024, under the auspices of the Hungarian Confectioners’ Association, in the framework of the SIRHA Budapest International Food and HORECA Trade Fair. The competition will take place in the HUNGEXPO “G” pavilion, where more than 20,000 visitors are expected to view the competition entries.

Members of the jury:

6 March 2024

“Let’s spend a day together in the spirit of the Coupe du monde de la Pâtisserie – the international pastry world championship! ” – T. Nagy Tamás Ltd.


An interview with Guilherme Guise, head pastry chef at Hotel Kämp in Finland and Boiron brand ambassador, master pastry chef László Mihályi, founder of Mihályi Patisserie and Hungarian finalist in the 2009 World Pastry Championship in Lyon, Renata Somogyi, the 2018 Gelato of the Year and captain of the Hungarian team that will be the podium finishers at the 2024 Gelato World Cup, and Árpád Szücs, Head Pastry Chef at Four Seasons Gresham Palace and Boiron Brand Ambassador. The guests will give us a behind-the-scenes insight into the international competitions and share with us the exciting twists and turns that these competitions can have.


Master pastry chefs Árpád Szűcs and Guilherme Guise will present a demonstration in the atmosphere of the Coupe du monde de la Pâtisserie, with exciting activities, where pastry works will be presented in a time-lapse setting to enhance the excitement of the competition. Visitors can look forward to a combination of professional pastry making and spectacular show elements, with tasting opportunities.

Day 1 programme – World Pizza Championship Hungary Selection

Our new pizza competition (World Pizza Championship Selections – Hungary), is also a preliminary round. It is a competition where competitors from home and neighboring countries compete against each other. Whether we will ask for help in recruiting competitors is not yet known. We will find out in a few weeks.

Pizza e Pasta Italiana, our partner in Italy, will help with the pizza competition.

As part of our unique and popular event programme, we plan to feature renowned celebrity chefs, including TV and world champion food experts, world champions, and other influential personalities, to name a few. During the show, participants will have the opportunity to discover and taste a wide range of pizzas.

This year, for the first time, the Hungarian selection round of the World Pizza Championship will be held, giving the opportunity to enthusiastic pizza chefs from Hungary and the surrounding countries to compete. The winner will be guaranteed a place at the 2025 World Championships in Parma, where they will have the chance to meet Italy’s most famous pizza master Graziano Bertuzzo in person, who will be judging at the ovens!

We are looking for pizza chefs to participate in our competition, which will be held on the 5th of March 2024 in collaboration with Pizza e Pasta Italia!

We are looking for pizza chefs to participate in our competition, which will be held on the 5th of March 2024 in collaboration with Pizza e Pasta Italia!


Venue: Hungexpo, SIRHA exhibition

Date: 5 March 2024.

Entry fee: €30

Day 2 programme: PizzArt Gourmet Experiences – by Szabadfi Szabolcs, Gianni Annoni, Tamás Mák

This pizza workshop is guaranteed to be a special experience for all those who attend. Visitors will not only be able to follow the tricks of pizza making, but also enjoy the heavenly flavours of different types of pizza.


Classic pizza demonstration

  • prepared pizza dough, baking demonstration and tasting on site.
  • demonstration of dough, discussion of differences between flours
  • demonstration and tasting of ingredients from your sponsors


Roman-style pizza demonstration

  • demonstration of dough dough rising,
  • Demonstration of Biga sourdough, a special type of pizza
  • demonstration and tasting of the pizza in slate baking technique
  • pre-cooked pizza dough from pre-cooked pizza sheets, demonstration and tasting of pizza slices
  • baking and tasting of stuffed pizzas

Day 3 programme: PizzArt Gourmet Experiences – by Szabadfi Szabolcs, Gianni Annoni, Tamás Mák


Classic pizza demonstration

  • prepared pizza dough, baking demonstration and tasting on site.
  • demonstration of dough, discussion of differences between flours
  • demonstration and tasting of ingredients from your sponsors


Presentation of gourmet pizzas with sourdough

  • acquaintance with sourdough
  • Baking and tasting of goumet pizzas made from special Hungarian ingredients

Main organiser:

Main partners:

For more information about the World Pizza Championship, open the tab!

31 years of World Pizza Championship The most important, long lasting and international world pizza making contest is coming back to Parma (Palacassa, Fiere di Parma) on 9th, 10th and 11th April, 2024.

13,000 pizza chefshave met and competed and over 26,000 pizzas have been baked since 1992, the year of the fi rst World Pizza Championship. A generation of pizza chefs has grown up with water, flour, tomatoes and mozzarella testifying to the evolution of one of the most important and best appreciated Italian foods in the world.

The World Pizza Championship has travelled 27 years of recent history, taking part in radical changes and mini revolutions which have changed our lifestyles, including pizzas and pizza makers. “Over the years, pizza chefs have become more and more professional and pizzas have finally taken up their rightful place as symbols of fine culinary experimentation in gluten free, vegetarian and vegan versions.

More women have come into the profession, a slow but constant growth. From 1991 to 2024 numbers of female pizza chefs have more than doubled and now account internet for 12% of the total. But if the Italian love for this dish has not changed, the way it is made has: first the internet and then the media phenomenon of TV cooking shows have led to increased interest in flours, doughs, mozzarella and tomatoes. It will not escape the notice of an attentive eye that such evolutions are the outcome of large scale information circulation and international events such as the World Pizza Championship, which has taken authentic Italian pizza culture outside Italy too.

The days of pizzas with mayonnaise and ketchup would seem to be almost a thing of the past and authentic Neapolitan wood oven baked pizzas are available in London, Berlin, Rio de Janeiro, New York and Tokyo too, traditionally made and not necessarily by a pizza chef of Italian origin.

52 nations will be taking part in the 2024 World Pizza Championship (Italy, USA, France, Australia, Japan, Brazil, Thailand, Mexico, Canada, Germany, Britain, Russia, Poland, to cite just a few), with over 715 competitors and almost 7,000 visitors. The 2024 edition celebrates the event’s 31st year and will be packed with, obviously pizza related, novelties: four themed areas dedicated to specific pizza and pasta recipes, 11 specialities ranging from baking and skill contests and, above all, a great opportunity to see 715 pizza makers at work and try the best pizzas in the world at a single event.

5-7 March 2024

In 2024, the Hungarian Bakers’ Association will focus its professional programmes at SIRHA Budapest on the presentation of bakery products sought after by consumers.

The Hungarian Bakers’ Association’s program includes a Tasty Bakery Products Competition linked to the Easter holiday, with two categories: calacatta-based pastries and puff pastries. Other requirements are that the calacatta-based product must also have a specific characteristic of the Hungarian region concerned and be based on local traditions. The competition will take place on 5 March, the 1st day of the SIRHA trade fair. 

This year, the Bakers’ Association is organizing a competition for vocational school students to create a prize-winning piece of work. The theme of the work is of your choice, but it must be 90 cm*90 cm in size and be able to be placed on a 90 cm*90 cm surface. Only food materials may be used for the decorative work. The first 3 winners will also receive a cash prize. The results will be announced on the 3rd day of SIRHA, 7 March. 

The exhibition will also focus on the promotion of the Excellent Hungarian Food trademark. Only high-quality products can bear the PGI mark and this certification helps the consumer to identify the bakery products within a product category that represent excellent quality. The association would like to help people to become familiar with this trademark system and to raise awareness among producers of the usefulness of using the trademark. A tasting of the shredded loaf produced according to the specification of the PGI is also available. Visitors are welcome on all three days of the event. 

The President of the Bakers’ Association, József Septe, and his board members and staff will be at the service of businesses, their managers, and professionals on all three days of the exhibition to help them identify and solve any problems they may have and to help with any arrising questions.  Topics of topical interest include HACCP, environmental insurance, the new Gas Restriction Regulation, EPR fee payments, and you can contact our staff at our stand in Pavilion G.

5-7 March 2024

The National Association of Public Caterers and Food Service Managers (KÖZSZÖV) in partnership with the National Food Chain Safety Office (NÉBIH), the Hungarian National Gastronomic Association (MNGSZ) and the Hungarian Association of Nature Conservationists (MTVSZ) announced the eighth Public Catering Cooking Competition, the KÖSZ 2023-2024 for public catering workers, in the spirit of sustainable public catering, with the unchanged motto. “Everyone is a winner!”

The objectives of the competition are, among others, to promote, improve, and develop the quality of public catering, to support sustainable public catering, to promote the One Meat Free Day a Week campaign, to improve the culture of eating out, to demonstrate the use of fresh local ingredients and to provide professional training for the participants and visitors of the competition.

The host of the competition will be Zsófia Mautner, who is well-known for her books and recipes.

Each day 4 teams will compete, as follows:

start: am. 8 .00  serving pm. 12. 00 h tasting pm. 12.30 Bakonyi Betyárok csapat VeszprémHungast Budapest csapatHetes Generál csapat Nyíregyháza
start: am. 8.30  servingpm. 12.30 tasting pm. 13.00 KDK csapat Kanizsai Dorottya Kórház Nagykanizsa2. Agglomeráció csapat BüntetésvégrehajtásHungast Bakony csapat Hungast Veszprém
start: am. 9.00 serving pm. 1.00  tasting  pm. 1.30La Badella csapat Büntetésvégrehajtás FővárosDelirest Szeged csapat Szeged PickDelires Savaria csapat Delirest Szombathely
start: am. 9.30  serving pm. 1.30tasting pm. 2:00Balassa Team csapat Balassa János Kórház SzekszárdPrizma Junior Budapest csapatVácziak csapat Büntetésvégrehajtás Vác

Professional conferences in the afternoon:

5 March, 15.00-17.00:

There will be a round table discussion entitled “Mensa was, is, and what will it be like?”, which will be held in parallel with the exhibition “Mensa from here – beyond the canteen.” Secrets, Facts and Perspectives in School Catering”, the most important tableaux (14 of them) of the temporary exhibition will be presented.

Presented by Emese Antal, dietician, sociologist

6 March, 15.00-17.00

Réka Szőllősi, food policy analyst, will give an opening presentation on Sustainable Public Catering, followed by a round table discussion. In the context of the previous day’s technical programme, the sustainability of today’s and tomorrow’s canteens will be discussed. We will get an overview of the international situation, the domestic situation, the urgent challenges and opportunities.

The moderator is Anna Zoltai, President of KÖZSZÖV.

7 March, 15.00 – Announcement of results

ITA – Italian Trade Agency

ITA- Italian Trade Agency participates at the SIRHA Budapest Trade Fair with 26 Italian co-exhibitors between 5-7th March.

We are pleased to invite you to the Italian Island (Hungexpo, Pavilion A, C2-D4) where you can meet our exhibitors and you can taste different delicious foods every day during our cooking show, in collaboration with ALMA – The School of Italian Culinary Arts.

If you would like to participate in B2B meetings or at our programs, please register below.

Tuesday – 5th March

12pm Italian cooking show with Stefano Scarso chef and Gian Luca Cavi pastry chef (Pavilion A/ C4)

3pm Italian cooking show with Stefano Scarso chef (Pavilion A/ C4)

Wednesday- 6th March

11am  Italian cooking show with Stefano Scarso chef (Pavilion A/ C4)

3pm  Italian cooking show with Stefano Scarso chef (Pavilion A/ C4)

Thursday- 7th March

11am  Italian cooking show with Stefano Scarso chef (Pavilion A/ C4)

12pm The traditions and new trends of Italian ice cream – Gian Luca Cavi pastry chef (Pavilion G -Gelato Arena)

The company presentations of the Italian exhibitors and the free e-ticket for visitors are available by clicking on the below button.

Future Store

5-7 March 2024

Trade magazine will present Future Store Innovations’ stand at the SIRHA exhibition, covering almost 800 m2, with the latest product developments, innovative device solutions and services on the market, which are about to be launched.

Trade magazine, as the media partner of the exhibition, traditionally presents the Future Store Innovations stand at the SIRHA exhibition on nearly 800 sqm, showcasing the latest product developments, innovative device solutions and services of the market. Retail space, hotspots, on-the-go, cashier zones, convenience and HORECA areas will be presented as a complete whole with trendy new products that many will be able to see for the first time. Innovations and special solutions for unmanned and staffed units will also be presented, as well as product innovations and the latest point-of-sale communication solutions.

In 2024, the Future Store will once again be showcasing innovations and developments from more than 20 partner companies, which will be open to registered visitors throughout the exhibition, with a unique half-hourly guided tour.

Future Store 2022 stand összefoglaló videó

Innovation Product Competition – Award ceremony

5 March 2024 – 10.30

SIRHA Budapest and Trade magazine jointly organised the Innovation Product Competition 2024! The competition aims to further enhance the reputation of the best innovative products and services launched by exhibitors at the themed trade event between the two exhibitions. As the SIRHA Budapest exhibition is international, so is the innovation competition, so foreign exhibitors can apply!

The competition is open to exhibitors who will be present at SIRHA Budapest 2024 and have introduced a product or service to the market between 16 January 2022 and 31 January 2024.

The award ceremony will take place on 5 March 2024, where the winners of the 5 categories will be celebrated together!

Start Up Island

5-7 March 2024

Trade magazine is preparing a new programme for SIRHA 2024 with its professional partners. A START-UP ISLAND will be set up next to the Future Store, where 10 start-ups will be exhibited, selected by a professional jury as the most promising start-ups in the FMCG market or related to it in the last 3 years.

5 March 2024

SIRHA Business Cafe and Cash Prize Barista Competition at the Sirha Budapest Exhibition

Organized by Sirha Budapest and the Coffee Bar Project, with the support of Alpro, the SIRHA COFFEE CHALLENGE – Plant-based Universe by Alpro barista competition will take place on February 5th. The total prize pool for the competition is 200,000 HUF, and additional gifts will be awarded to the winners. The goal of the championship at the Sirha Budapest exhibition is to draw attention to the explosive trend of an increasing number of people choosing plant-based drinks, which not only taste delicious but also cater to the needs of conscious coffee consumers. Registration for the free competition, both individually and in teams, is open until March 2nd.

The Sirha Business Café welcomes professionals and those planning to open businesses with a coffeehouse atmosphere. Guests at the exhibition can not only relax comfortably but also participate in professional programs and tastings. The Alpro, Bányai Coffee, and Liquid Gold Bar will be featured at the booth during the event.

On February 6th and 7th, professional forums on coffee and bar-related topics will be held. International and domestic trends, challenges of sustainability, the significance of artificial intelligence, pricing strategy and marketing, as well as the issues of certificates and EPR, will be among the focal points.

We invite those already active in the horeca world and those planning to start their ventures or careers in the hospitality industry. The location for both the championship and the Sirha Business Cafe is Pavilion G at Hungexpo.

Competition registrations are accepted by the organizers at, including the participant’s name, workplace, and phone number, until March 2nd.

Detailed programme

March 5

12:00 – 15:00 SIRHA Barista Championship Plant-based Universe by Alpro

March 6

11:00 -12:00 COFFEE PRO

Sustainability in the coffee market – from barter to cup

AI – the role of artificial intelligence in the coffee world

ENTRATA: Italian partners in the Hungarian market, introductory professional talk show

13:00 – 13:30 Barista workshop – BÁNYAI COFFEE

14:00 – 15:00 BAR PRO

Bar industry trends – low alcohol products, bar cuisine, age of liqueurs and bitters

March 7

11:00 -12:00 COFFEE PRO

Who dictates the coffee trends – market trends and industry challenges

Price strategy and price marketing

Certificates and EPR

13:00 – 13:30 Bartender workshop – Liquid Gold Bar

14:00 – 15:00 BAR PRO

Brand=name? New generation products vs legendary brands, brand building in Hungary, whether premium is luxury: prices in the bar and on the shelves

7 March 2024
10:30 – 14:30

SIRHA Budapest Trade Fair, Hungexpo, Pavilion Gallery

The HoReCa and Event section of the Hungarian Marketing Association will present a traditional returning event at the SIRHA exhibition. This year in collaboration with the Green Section.

The programme, which will take place on 7 March from 10:30-14:30, will provide an overview of sustainable gastronomy trends and will present good examples of marketing communication best practice through presentations and round-table discussions.

10:30 – 11:00Arrival, networking
11:00 – 11:15Opening speech – László Hovánszky MMSZ HoReCa and Event Section Honorary President and Zsuzsanna Hermann MMSZ Green Club President
11:15 – 11:40Sustainable gastronomy – Ákos Bősze, Business Development Manager of METRO HoReCa
11:40 – 11:50 5 questions, 5 answers with Júlia Dalmadi, owner of TransFoodMission, Part 1: The relationship between regenerative agriculture and hospitality – Tibor Hodik,
owner of Natura Hill Zebegény
11:50 – 12:10Cross-sector collaboration in sustainability, best practices – László Büki, Honorary President of the Sustainable Packaging Association and representative of Bunzl Hungary
12:10 – 12:205 questions, 5 answers Part 2: PLANET Business Club – Value from Waste – Miklós Gyalai-Korpos, Research and Development Manager at Pilze-Nagy
12:20 – 12:40Our First Steps in the World of Ethical Gastronomy, or Harmony with the Environment and Society Instead of Greenwashing – Rudolf Semsei, Owner of VakVarjú Restaurants/Dobay Confectionery/Budapest Party Service, Leader of the MaReSz Gastronomy Section, Vice President of the Hungarian Hospitality Industry Association.
12:40-13:00Refreshments / Break
13:00 – 13:105 Questions, 5 Answers Part 3: PLANET Business Club – sustainable trade and HorReCa solutions – Bernadett Strasser-Kátai, CEO of Real Nature
13:10-13:45Greening HoReCa Trends Roundtable – Zsolt Oltványi, Owner of Mentes Patisserie; Beáta Várkonyi, Corporate Communications Director CEE at Danone, Vice President of the HoReCa and Event Section of MMSZ; Magdolna Göbölös, Director of Sales and Marketing at Castellum Hotel
13:45 – 13:555 questions, 5 answers Part 4: PLANET Business Club – Conscious Consumption – Dr. Márta Tkacsik, founder of Patikakert
13:55 – 14:10 SIRHA Budapest evaluation – Klára Tihanyi Exhibition Director
14:10 – 14:30Closing remarks by Attila Kaszás, President of the HoReCa and Event Section of MMSZ
Moderator: Krisztina Bódi, Head of the HoReCa and Event Section of MMSZ

Sustainability in the gastronomy

6 March 2024

Plant-based catering

Every year, the number of restaurants and food producers serving plant-based diets and catering to this demand is growing. How much demand is there from guests for vegan food? What makes a plant-based meal delicious? How is the domestic catering and food industry doing in this area? What is the situation in foreign countries? In addition to the above, the Responsible Gastronomy Foundation will be looking for answers to many other questions with its invited guests.

Invited guests:

  • Gergely Zsolnay, executive chef of The Planteen and Flow Specialty Cafe, certified nutritionist
  • György Takács, owner of Madhouse Bistro
  • István Tamás, owner of Leba Restaurant

Sustainable hospitality in practice

Is it worth running a restaurant sustainably? Are customers interested in what environmentally friendly steps a place is taking? What makes a restaurant sustainable in the first place? At the Responsible Restaurant Foundation’s roundtable discussion, sustainable hospitality professionals answer these questions and many more, through good practice.

Invited guests:

  • Janka Gelencsér and Richárd Csillag, owners of Lokál47
  • Dr. János Debreceni, Adjunct Professor at the Budapest University of Economics and Business Administration
  • Adrienn Hodik – co-owner of Natura Hill

Data reporting by catering establishments to the NTAK, experiences and opportunities for improvement

From 1 July 2023, catering establishments using online cash registers will also be obliged to provide data to NTAK to digitalize tourism. There has been a long period of uncertainty surrounding the connection of catering establishments to NTAK, so sharing initial experiences and outlining improvement opportunities can contribute to making the data reporting system even more efficient.

From crisis to successful return – Hospitality 2024 in the light of challenges and solutions

Moderator: Norbert Polyák,

Vice President of the Hungarian Hospitality Industry Association and Hotel Manager of Hotel Ózon Superior

I. 14.05 – 14.25: From waiter’s blocks to software – NTAK and data in hospitality

Krisztina Szántó Head of NTAK Department, Hungarian Tourism Agency

II. 14.25 – 14.45 Introduction of the DRS system and experiences of the first months

Szilvia Szabó Szilvia Producer Responsibility Systems Manager, MOHU MOL Hulladékgazdálkodási Zrt.

III. 14.45 – 15.05 Why Thai workers in the hospitality industry? Experiences and arguments

Rudolf Görög, owner, Work & Smile Ltd.

IV. 15.05 – 15.25 Presentation of the vocational training activities of the Budapest Chamber of Commerce and Industry, dual training in the tourism-hospitality sector

Zoltán Varga, Head of Vocational Training, Budapest Chamber of Commerce and Industry

V. 15.25 – 16.05 Roller coaster in hospitality – it pays to sit in front! – round table discussion

– Participants:

  • Csapody Balázs – owner of Gastrogold Kft.
  • Kőrössy Zoltán – Eventrend Group, founding partner, managing director
  • Semsei Rudolf – owner, VakVarjú Restaurants, Dobay Confectionery,
  • Budapest Party Service

Moderator: Tamás Ipacs – journalist, Trade Magazin

6 March 2024

The key representatives of the hospitality industry have set their sights on promoting Hungarian gastronomy, so the PGA conference cannot miss the sector’s most important trade fair, SIRHA Budapest.

Topics and Speakers:

  • Freshwater fish, Hungarian fish, and their sourcing
    Speaker: Ferenc Fodor Balaton Fish Farming Nonprofit Ltd.
  • The role of natural wines on wine lists, presentation with tasting
    Speaker: Norbert Varga Stand Head Sommelier
  • Restaurant trends, what is happening in the world and in our country
    Speaker: Csaba Harmath Gastronomic expert

6 March 2024

Old and new challenges, changes in food safety and environmental regulations on packaging materials and packaging, professional news and interesting facts at the National Association for Packaging and Material Handling (CSAOSZ) and EUROFINS Food and Feed Testing Budapest, Gyula Laboratories at SIRHA on Wednesday 6 March 2024, 11:00-14:00 at HUNGEXPO.

The food and packaging industry will face a major challenge in the near future due to the changes resulting from new and amended European and national legislation. In the area of environmental regulation of packaging, the EU Directive on Packaging and Packaging Waste will soon be upgraded to the level of a regulation and will introduce several changes with as yet unknown consequences, one of which is the introduction of a mandatory secondary raw material content for packaging materials in direct contact with food. The EU Regulation on recycled plastics intended to come into contact with food has also recently been amended, and the importance of testing packaging materials to maintain food safety will therefore increase.

The aim of the joint programme is not only to present the legislative environment, but also to give a brief taste of what is new in packaging technology and testing.

The three-hour technical programme will therefore offer a wide range of interesting activities and even time to visit the exhibition.

6 March 2024

The Packademy (or Packademy International Roadshow) conference is BACK in Budapest! The Forum has already been held in several countries of the region in cooperation with the professional organisations of each country prior to the pandemic.

This time, we are looking forward to welcoming you on 6 March in Budapest, under the auspices of the SIRHA Budapest 2024 exhibition at the Hungexpo Budapest Congress and Exhibition Centre. Mark your calendars! We are counting on professional organisations and colleagues from Hungary, as well as experts from the Czech, Slovak, Romanian and Polish countries, among others. And also from some other countries from which we are still waiting for feedback.

Main topics:

  • First-hand information. The current situation of the printing and packaging and logistics industry in Central and Eastern Europe after the epidemic and in the shadow of the Russian-Ukrainian and Israeli situation.
  • Development perspectives, sustainability, cooperation opportunities. Based on presentations by professional organizations from the participating countries.
  • Outlook 2030 – what will the packaging industry look like in 2030? Including environmental aspects and criteria for a circular economy.

The aim of the conference is to provide a forum for cooperation, which is free of charge for representatives of interested companies, subject to registration. Where the participating professional organisations will present their country’s printing and packaging industry to find synergies. Where there is an opportunity not only to compete, but also to cooperate, develop, and move forward professionally and commercially.

7 March 2024

At SIRHA Budapest, the leading trade fair for the hospitality and food industry in Central Europe, Landra Publishing House will organize a roundtable discussion on the potential of artificial intelligence and industry experiences.

The food industry will be represented by Nestlé, the hospitality industry by Foodora and robotics by Enjoyrobotics. An independent digital transformation expert will share his experience on the transition to data-driven operations. The event will be moderated by a practicing business leader, data science and artificial intelligence expert.

AI has really burst onto the scene in the last year, but it has been quietly evolving for years, decades, and has already helped us in countless ways, such as in routing applications. The vast majority of entrepreneurs and business leaders know that the biggest challenge in the coming period will be how well we can integrate the latest AI-based solutions into our business processes. Clearly, the potential of this technology offers a huge competitive advantage to those who can adapt quickly.

The AI Roundtable will provide an excellent opportunity for representatives from the food and HORECA sectors to learn about industry-specific solutions and to ask questions of experienced professionals. Come and learn about the opportunities of the present and the future!

7 March 2024

EU Green deal – legally binding to cut food waste in food retail! How can we benefit from this?

PRESENTER: Perepelica Kirill – Founder of MUNCH

The European Union and its Member States are imposing increasingly stringent requirements on supermarkets and HORECA operators to stop food waste. How can real results be achieved in practice beyond the legal obligations? In this presentation, Kirill Perepelica, one of the founders of Munch, will present this and Munch’s solutions.

6-8 March 2024

HEPA Hungarian Export Development Agency, as the consortium leader of the Enterprise Europe Network in Hungary, and Hungexpo would like to invite you to the SIRHA BUDAPEST international food industry matchmaking event, which will take place during and after the exhibition in a hybrid (present and online) format.
The event is organized in cooperation with Enterprise Europe Network, CED Central European Economic Development Network, and AMC Agri-Marketing Centre.

The Forum will provide an opportunity for companies in the food and HORECA sector to learn more about the current industry specificities and trends, to increase their presence in foreign markets and to develop their business.

The programmes of the Ministry of Agriculture:

Day 1 – 5 March 2024 (Tuesday)

Coffee culture – culture of consumption
Speaker: coffee ambassador Balázs Márkosi

Coffee market 2024 Trends, brands and the future
round table discussion and Nébih Supermenta coffee test and tasting
“Take a taste of a Supermenta product test! – Focus on capsule coffee” 

  • Gábor Árok Coffee Business Manager, Coca-Cola HBC Hungary
  • Dr. Sándor Csibi Secretary General, HELL Energy Kft.
  • Brigitta Fekete, Brand Manager Milli (FrieslandCampina Hungária Zrt.)
  • Beáta Harcsa, Director of Strategy and Marketing, Sole-Mizo Zrt.
  • Dr. Márton Nobilis State Secretary for the Food Industry, Ministry of Agriculture
  • Dr. András Orosz, Head of Retail Trade – Mol Plc.
  • Tóth Sándor Caffé Dal 1927 Ltd (Bányai Caffé).

Moderator: presenter Imre Fodor (MTVA-Duna TV)


Opening ceremony of the stand of the Ministry of Agriculture
Press conference
Participant: Dr. Márton Nobilis, State Secretary for the Food Industry

Agrotourism – with quality food
round table discussion

  • György Zsolt Papp Deputy State Secretary for the Implementation of the Common Agricultural Policy, Ministry of Agriculture
  • Katalin Kujáni, President, Kislépték Association
  • Zsolt Matoltsy, Project Manager, Active and Ecotourism Development Centre
  • Rita Székely Secretary General, Hungarian National Rural Network

Food waste – sustainability aspects of commercial catering and hotel catering
Professional lecture series


Coca-Cola HBC Hungary & MATE Innovation Competition – Presentation of the Save the Grounds project (solutions for recycling coffee grounds)
Round table discussion

  • Dr. László Friedrich Director, MATE Institute of Food Science and Technology
  • Katalin Badakné Dr. Kerti, Associate Professor, Supervisor of Chocolate-Coffee-Tea Engineering and Expert Adviser Training, MATE
  • Péter Ákontz HoReCa Sales Manager, Budapest, Coca-Cola HBC Hungary
  • Dóra Karsai External Communications Manager, Coca-Cola HBC Hungary
  • Zsuzsanna Kertész-Káldosi Environmental Consultant, Association of Environmental Service Providers and Manufacturers

Coffee in the cocktail (also)
tasting and professional presentation
Speaker: Norbert Schök bartender

Day 2 – 6 March 2024 (Wednesday)

Free alternatives and alternatives in nutrition
technical keynote lecture
Speaker: Dr. Beáta Felkai Deputy State Secretary for Food  


Food alternatives and alternatives in nutrition
Round table discussion

  • Ildikó Balázs Auchan, Co-President of the National Trade Association
  • Attila Csorbai Poultry Products Council, President
  • Dr. Felkai Beáta Ministry of Agriculture, Deputy State Secretary
  • Ferenc Zoltán, , Deputy State Secretary
  • Mr Harcz Zoltán Milk Interbranch Organisation and Product Council, Managing Director
  • Mr István Miskolczi National Association of Plant-Based Food Producers and Distributors, Executive Director
  • Zsuzsanna Szűcs National Association of Hungarian Dieticians, President
  • Attila Vörös Association of Responsible Food Producers, Executive Director
  • György Pleva Nébih, Director

Moderator: journalist and presenter Gabriella Jakupcsek

Soup semen
presentation with tasting
Sudár Birtok is a modern family farm based on traditional values, where the aim is to produce high quality, safe food. They give a taste of this in their soups, which are free of preservatives, additives, colourings and salt.

Participant: Mrs Erzsébet Boros Sudár, Sudár Birtok

Quality and delicious: the importance of raw materials in confectionery
Professional presentation on current trends in confectionery and the importance and availability of raw materials 
Speaker: Sándor Sánta, President, Association of Hungarian Confectionery Manufacturers

  • Zsolt Karancsy EB President, Association of Hungarian Confectionery Manufacturers
  • Krisztina Hubik Business Development Director, Chocco Garden
  • Olga Pavlova Vice President, Detki Keksz Kft.
  • Péter Koósa Managing Director, Detki Keksz Kft.

Hungarian Food Guide – changes for quality
technical presentation and quiz game
Speaker: Dr. Beáta Felkai Deputy State Secretary for the Food Industry  

From the idea to the use of the Super Mint logo
Presentation and prizes
Speaker: Szonja Lengyel, NÉBIH

Why choose a KMÉ ticket? – First-hand experience
technical presentation block

The PGI logo – present and future
Opening presentation

Speaker: Dr. Beáta Felkai Olga, Deputy State Secretary for the Food Industry, Ministry of Agriculture

A. The CMO from the entrepreneur’s point of view – Values and objectives
Round table discussion with businesses using the PGI logo

Have lunch with the SMALL Farmers’ Association!
A taste of products with the KMÉ logo

Day 3 – 7 March 2024 (Thursday)

The secret of champagne
tasting and a technical presentation


Gábor Csekei, Managing Director, Törley Sparkling Wine Cellars
András Csomay Marketing Director, Törley Sparkling Wine Cellars

Ceremonial presentation of strategic partnership and cooperation agreements in the food industry with champagne toast
handover ceremony


Dr. Márton Nobilis, State Secretary for the Food Industry, Ministry of Agriculture

Strategic partners      

– N. Mártin, Minister of Agriculture and Food of the Ministry of Agriculture N. Nobilis M. Malios, National Agricultural Minister

– Poultry Product Council

– Association of Hungarian Chefs

– Association of Responsible Food Producers

– Herbal Association and Product Council

– Joint Venture Association

– National Association of Small Breweries

– Hungarian Veterinary Chamber

– Hungarian Mineral Water, Juice and Soft Drinks Association

– Association of Hungarian Confectionery Manufacturers

– Hungarian Energy Drinks Association

– Hungarian Association of Cereal Processors, Feed Manufacturers and Traders

– Association of Hungarian Meat Producers

– Hungarian Association of the Refrigeration and Canning Industry

– Hungarian Brand Association

– Hungarian National Trade Association

– Hungarian Plant Protection Association

– Hungarian Chamber of Plant Protection Engineers and Phytomedicines

– Hungarian Bakers’ Association

– Hungarian Association of Beer Producers

– Hungarian Spirits Industry Association and Pr

Cooperating partners 

– Alföldi Milch Értékesítő és Beszerző Kft.

– Bonafarm Group (Bonafarm Zrt.)

– Bonduelle Central Europe Zöldségfeldolgozó Kft.

– Ceva-Phylaxia Oltóanyagtermelő Zrt.

– Eisberg Hungary Kft.

– FINO-FOOD Food Processing and Trading Ltd.

– FORNETTI Frozen Bakery Products Production and Trade Ltd.

– Gyermelyi Food Industry Ltd.

– Kométa 99 Zrt.

– Master Good Kft.

– Mirelite Mirsa Zrt.

– Tolnatej Zrt.

– Univer-Product Zrt.

Presentation of the National Pálinka Excellence Programme and the Gin and Other Spirits Mustra
Professional presentation with tasting of AM’s brandies and top-scoring gin

Speaker: László Takács, the Programme’s Technical President

  • Dr. Beáta Felkai, Deputy State Secretary for the Food Industry 
  • National Pálinka Excellence Programme – Winners of the Ministry of Agriculture’s Pálinka Award:
  • 1 Drop of Pálinka;
  • Árpád Pálinka;
  • Árpád Pálinka, Gyulai Pálinka;
  • Árpád Pálinka, Gyula Pálinka, Lunczer Pálinka House;
  • Márton and Daughters.
  • Winner of the gin with the most points:
  • Szigetköz Lelke Pálinkaház.

If a food company (or even a cosmetics or pharmaceutical company) wishes to export directly or indirectly to the Islamic market, obtaining a Halal Certificate is now a prerequisite.

However, it is becoming increasingly difficult to navigate in today’s sea of standards and regulations – especially when it comes to religious requirements.
At the IIDC conference, we will explain clearly the requirements, specifications and application of Halal standards and the importance of accreditation of Halal certification bodies.

Try the amazing dishes that chef Géza Szűcs Szűcs conjures up to accompany our rums!

Géza Szűcs has worked in Michelin-starred restaurants, at Buckingham Palace and is currently head chef at Wellington coffee and Pie in Debrecen.

Location: G2 pavilion B7


13:00 – Main course

  • Grilled prawn skewers with corn and pineapple salsa
  • Rib eye steak, cocoa baked beans, parmesan chips
  • Gruyere cheese truffle croque monsieur

16:00 – Dessert

  • Pecan, tonka bean, maple syrup tart
  • Plum-orange fragipane basket

+Special rums from PREMIRUM to accompany your delicious meal!

12:30 – Small prize draw

13:00 – Rum and food pairing

14:00 – Rum and beer pairing

16:00 – Rum and dessert pairing

16:30 – Grand prize draw

17:00 – Rum and Chocolate Pairing

Location: G2 pavilion  B7

5 March 2024 (Tuesday)

11:00-12:00 Viki Vermes – gm pasta show
12:00-13:00 Edina Ötvös
13:00-14:00 Chocohause Chocolate fountain, dipped desserts
14:00-15:00 Dots Diet – shake show
15:00-16:00 Horváth Judit – mini burger
16:00-17:00 Zero Guilt/ Kuti Szelenge – vegetable pizza making

6 March 2024 (Wednesday)

11:00-12:00 Viki Vermes – GM Pasta Show
12:00-13:00 Dávid Molnár
13:00-14:00 Vivien Kovács
14:00-15:00 Judit Horváth – Bijó Dessert (millet cottage cheese bar)
15:00-16:00 Rice-ler – Wide Application of Rice Puffs

7 March, 2024 (Thursday)

11:00-12:00 Judit Horváth – Bijó Breakfast
12:00-13:00 Fanni Dömös-  Beet Waldorf Salad, Vegetable Patty, Vegan Mayo
13:00-14:00 Béla Paál
14:00-15:00 Szelenge Kuti – Summer Rice Rolls
15:00-16:00 Dots Diet Shake Show Trendmania Filming

Csak a Mentes miniConference Program

10:30-10:45 Andrea Herczeg – Opening, Mission of Only the Free
10:45 – 11:35 Panel Discussion
Can a 100% Vegan Restaurant be Sustainable Long-Term in Our Country?

Moderator: Csaba Péntek (Founder of Vegan Business Circle)

  1. Zoltán Kovács, Owner, Creative Chef, Napfényes
  2. Béla Paál, Co-owner, Kis Padlizsán
  3. Anita Szeghalmi (Owner of Vegán Kifli) and
  4. Roland Marczin (Manager of Vegan Garden)

11:40 – 12:30 Panel Discussion
Challenges and Situation of Gluten-Free Product Manufacturers in Our Country

Moderator: Péter Szabolcs (Amurex Ltd.)

  1. Dr. Orsolya G. Kiss (Executive, Dots Diet)
  2. Gábor Komáromi (Executive, Paleo Központ)
  3. Tamás Bori (Director of Foreign Trade, Nagykun 2000 Ltd.)
  4. Martin Kovács (Ireks Stamag Ltd.)