SIRHA Budapest trade exhibition will open soon

Expanding Professional Offer: SIRHA Budapest Returns!

On March 3, 2026, SIRHA Budapest, Central Europe’s largest food industry and HORECA trade exhibition, will once again open its doors. For the seventh time, hospitality professionals and gastronomy experts from across the region will share their experiences and showcase their innovations at the Hungexpo Budapest Congress and Exhibition Center. The guest of honor is Italy. At the exhibition, the newly established FUPI Hungarian Pizza Association will organize the Hungarian Pizza Championship for the first time.

Exhibitors from twenty-six countries, more than four hundred in total, are taking part in the three-day event. This tremendous level of interest also demonstrates that “SIRHA is today the most important business forum for the food industry and the HoReCa sector in the region, organized by Hungexpo, the region’s leading market player, in cooperation with the most prominent professional partners,” said Gábor Ganczer, CEO of Hungexpo, at the exhibition’s press launch. He added that this is the event where real business decisions have been made for years.

PROFESSIONAL PROGRAMS

This year, SIRHA Budapest once again welcomes visitors with a rich selection of professional programs.

One of the most successful initiatives of recent years, the Future Store, will return with 20 partner companies. Here, the market’s latest product developments awaiting launch, innovative equipment solutions, and services will be presented. Visitors will encounter innovations such as unmanned units, data-driven solutions, and special alternatives related to enhancing customer experience. At the START-UP ISLAND, 20 promising businesses selected by a professional jury will have the opportunity to present themselves free of charge. Meanwhile, registered exhibitors can enter the SIRHA Innovation Competition with products introduced since the previous exhibition. Both events are once again organized by Trade Magazin.

Two years ago, an international event organized by HEPA and the Hungarian branch of the Enterprise Europe Network was held with great success, where potential business partners could participate in European Enterprise Network B2B meetings. These meetings provided an excellent opportunity for companies seeking business prospects in the food industry and the HORECA sector, as well as for those aiming to introduce their products and services to foreign markets.

A total of 208 companies registered and conducted more than 100 business meetings.

This year, exhibitors and visitors seeking business opportunities will have the chance to participate in pre-arranged partner meetings. The system operated by Hungexpo ensures that every meeting turns into a concrete, results-oriented business opportunity, enabling participants to gain maximum business value during the three-day event.

One of the novelties of this year’s exhibition is the Hosted Buyer Program, which creates a prime opportunity for companies to meet international decision-makers looking for new suppliers, innovative products, and reliable partners. The program not only organizes the meetings but also provides participant transfers and comfortable, professional negotiation conditions.

Another new addition will be the independent Hungarian Wine Island, established with the support of the Hungarian Wine Marketing Agency, as well as the Aux Vignobles! exhibition of French wines. The exclusive 200-square-meter stand will offer numerous French winemakers—many of whom are coming to Hungary for the first time—the opportunity to introduce themselves. According to the organizers, the event will provide traders with an excellent opportunity to expand their portfolios from authentic sources through personal connections, draw inspiration, and discover new business opportunities from the very best of French wine culture.

The guest of honor at this year’s exhibition is Italy. The Italian Trade Agency, which is celebrating its 100th anniversary this year, has been presenting Italian food products at SIRHA for the past ten years and has brought a record number of 29 Italian food manufacturers to Budapest. At the exhibition’s press launch, Giovanna Chiappini Carpena, Director of the Italian Trade Agency (ICE) in Budapest, emphasized that it is important for her country that Italian gastronomy is becoming increasingly popular in Central and Eastern Europe, particularly in Hungary. “Since most visitors are looking for business partners in Hungary, SIRHA Budapest is the perfect opportunity to connect with the very best Italian producers,” said Giovanna Chiappini Carpena.

PROFESSIONAL COMPETITIONS

As in previous years, SIRHA Budapest will once again host the finals of numerous professional competitions. Among them is the Memorial Competition named after the legendary pastry chef János Pataki, where both professionals and pastry students compete to showcase their skills. The showpieces will be on display throughout all three days of the exhibition. At the most recent Pataki János Memorial Competition, a record 63 entries were submitted, and interest is expected to remain just as strong this year.

Following the tremendous success at the last SIRHA Budapest, the creative ice cream competition Gelato Adventure 2026 will also return this year, offering young pastry students and master ice cream makers a unique opportunity to compete against one another.

For the tenth time (and the seventh time at SIRHA Budapest), the Mass Catering Championship will be held. This particular contest is organized by the National Association of Public Caterers and Food Service Managers, the Hungarian National Gastronomy Association, and the National Food Chain Safety Office (Nébih).

The Hungarian Pastry Association will organize the “Hungary’s Cake” competition for the nineteenth time. The winner is traditionally announced to the public on August 20. At SIRHA Budapest 2026, visitors will be able to view the entered cakes and follow the first round of judging live. Contestants must incorporate at least one ingredient from a mandatory “basket” composed of national values and Hungarikum products. In 2024, the basket included such special ingredients as cluster cherries from Újfehértó, ground paprika from Kalocsa, and Hungarian medicinal herbs.

A new highlight of SIRHA Budapest will be the final of the “Free-from Chef of the Year” competition – an innovative initiative focusing exclusively on gluten-free, sugar-free, dairy-free, and vegan dishes, open to both amateurs and professionals.

Another debut at the exhibition will be the Hungarian Pizza Championship. Organized by the FUPI Hungarian Pizza Association, the competition brings together pizzaioli from across the country to compete in the following categories: Pizza Classica, Pizza Romana, Pizza Napoletana, and Pizza a Due. A separate contest will be held for amateur pizza makers under the title “Homemade Pizza – Just as You Make It at Home.” “I believe that high-quality pizza-making in Hungary can only be achieved through cooperation,” said Gianni Annoni, one of the founders of FUPI.

On the first day of the Hungarian Pizza Championship, March 3, Vincenzo Abbate, the internationally recognized grand master of modern Neapolitan pizza, will hold a workshop titled “Canotto Napoletano” on the stage of the Hungarian Pizza Association, following the competition.

On March 4–5, Yuri Passerini, the three-time world champion Italian pizzaiolo, will take center stage. On Wednesday, from 14:00 to 15:00, he will present “Pinsa & Pala – Differences, Advantages and Disadvantages,” followed by “Pizza Romana & Teglia – Differences, Advantages and Disadvantages” from 16:00 to 17:00.

On Thursday at 11:00, attendees can join his workshop titled “Stretching Requires the Hand! Or How Every Hand Stretches Differently.”

In addition to their demonstrations, Vincenzo Abbate and Yuri Passerini will also participate as members of the championship jury.

Partners of SIRHA Budapest

One of the key professional partners of SIRHA Budapest once again is METRO Kft. According to Ákos Bősze, Head of HoReCa Business Development at the company, this is because “both Hungexpo and METRO are committed to quality gastronomy and culinary culture. For METRO, Hungarian ingredients have always been of particular importance, and they will once again take center stage at the exhibition’s largest stand.”

The exhibition’s main media partner is TRADE Magazin.

The guest of honor of the exhibition is Italy (Italian Trade Agency).

Cooperating partners:

Bocuse d’Or Hungary
Felelős Gasztrohős
Mass Catering Championship
Hungarian Hotel & Restaurant Association
Hungarian Confectioners’ Association
Hungarian Pastry Association
Guild of Hungarian Restaurateurs
Pannon Gastronomic Academy
Foodinform.hu
Csakamentes
FUPI Hungarian Pizza Association

You can find more information about the continuously expanding program of SIRHA Budapest here: https://sirha-budapest.com/

Profession, Experience, Inspiration – METRO Gastro Festival at SIRHA Budapest

This year again, we are delighted and committed to participating as a professional partner at SIRHA Budapest, which we regard as one of the most important celebrations of the hospitality industry, a starting point for new professional collaborations, and a key forum for inspiring encounters.

Our concept this year is the METRO Gastro Festival, because we believe gastronomy is more than a profession: it is a shared community experience and a field of constant renewal. At SIRHA, we bring this approach to life through dynamic programs, professional demonstrations, and practical solutions that provide tangible support for hospitality professionals.

In line with our commitment and ambitions, we will present our products and services within the exhibition’s largest exhibitor space, nearly 1,000 square meters, built around an innovative and unconventional concept. Over the course of the three-day event, visitors can look forward to a diverse and inspiring program offering, where professional content and festival atmosphere reinforce one another.

At our stand, special emphasis will be placed on our “Tasty Hungary” (Jóízű Magyarország) initiative, highlighting our commitment to domestic producers, suppliers, and high-quality Hungarian ingredients. Our goal is to bring as many excellent Hungarian products from reliable sources as possible to hospitality businesses, thereby strengthening the local economy and promoting sustainable operations. Through concrete examples and live product presentations, we will demonstrate how local offerings can become competitive and commercially successful choices for our partners.

We strive to transform our knowledge, experience, and market insights into turnkey solutions. Through our installations, we create an “at-home,” inspiring professional environment for practicing hospitality professionals, while also offering an attractive, forward-looking space for future industry talents. They will have the opportunity to discover our specially developed products and services live and in action.

Let’s meet in person at SIRHA, in the vibrant atmosphere of the METRO Gastro Festival!

Italy: A World Heritage of Flavours – Guest of Honor at SIRHA Budapest 2026

TheBudapest office of the Italian Trade Agency (ITA) is delighted to welcome this year’s SIRHA Budapest exhibition, where Italy will be featured as Guest of Honor.

According to the latest trade data (KSH), Hungary’s annual food and beverage imports amount to €9.3 billion.Italy ranks 8th among partner countries with €481 million in exports to Hungary, representing 2.5% growth and a 5.2% market share.

The ITA Budapest office has been participating in the SIRHA trade exhibition with Italian companies for ten years, and in 2026 it will present a record 29 Italian food manufacturers at its collective stand. Most of the exhibitors are currently seeking business partners in Hungary and warmly welcome inquiries from interested buyers.

The showcased product range is exceptionally diverse. In addition to cheeses and meat products, visitors can explore professional flours, sauces, olive oils, pasta, coffee, and many other premium-quality products – the finest ingredients of Italian cuisine, which was officially inscribed on UNESCO’s Intangible Cultural Heritage list at the end of 2025 as a treasure to be shared and celebrated worldwide.

This year’s participation is particularly significant as it coincides with the 100th anniversary of the Italian Trade Agency’s global office network.

We welcome visitors to the ITA Italian collective stand in Pavilion A / 304A–306B, covering 448 square meters, where we will offer tastings, pizza demonstrations, and an authentic Italian aperitivo atmosphere.

Visit us at SIRHA Budapest, Pavilion A / 304A–306B, and experience the finest flavours of Italy.

For more information about Italian exhibitors and our programs, please visit our dedicated page on the SIRHA Budapest website, follow ITA Budapest on social media (• Instagram: @itabudapest • Facebook: Italian Trade Agency – Budapest • LinkedIn: ITA – Italian Trade Agency), or contact our Budapest office at budapest@ice.it

Show Cooking Area – Pizza Demonstrations and Tastings

A delegation from the Associazione Pizzaiuoli Napoletani will join us with an authentic Neapolitan pizza demonstration. The association’s president, Gianluca Pirro, will also serve as a jury member at the Hungarian Pizza Championship organized by FUPI.

Founded in July 1998, APN was established to preserve and represent the profession that symbolizes Neapolitan culture: pizza-making. The letter “U” in its name — derived from Neapolitan dialect — carries special meaning, symbolizing both tradition and modern evolution. Thanks to its social and institutional engagement over the years, APN is now internationally recognized, with more than 1,500 members and a network of 18 delegations worldwide.

Gelato Presentation

In Pavilion G, in cooperation with the Hungarian Confectioners’ Guild, we will host a gelato presentation featuring the creations of young talent Francesco Buccafurni, representing the Federazione Internazionale Pasticceria Gelateria Cioccolateria (FIPGC).

Born in July 2004, Francesco entered the world of gelato at the age of 10, inspired by his father’s passion. Together with his family, he continues a four-generation tradition dating back to 1953. Despite his young age, he has won numerous competitions in Italy, received the “Oscar of Gelato,” and achieved third place in the SIGEP Gelato d’Oro final. At the heart of his philosophy lies gelato made from natural, carefully selected, premium-quality ingredients.