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 400 m² exhibition space.
Step into the world of French vineyards and meet 50 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.
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 nineteenth 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.
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.
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. Cecília Müller, 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 Organized by the Hungarian Hospitality Industry Association
Planned topics include:
- Alternatives to single-use plastic cups
Based on Government Decree 301/2021 (VI. 1.), the ban on placing plastic beverage cups (including their lids) on the market will come into effect on July 1, 2026, after several delays. - Critical assessment of vocational training in the tourism and hospitality sector
Based on recent experiences, it is essential to critically assess the operation of the new vocational training system. Related questions include: Why is the freshly graduated workforce not what we expect? Why is the current output expectation and exam system in tourism and hospitality vocational training inadequate? - Reducing administrative burden in hospitality
The MVI has compiled a proposal package for issues that either require or do not require regulatory changes and has sent it to the President of the Hungarian Chamber of Commerce and Industry (MKIK). MKIK will represent the most relevant proposals to decision-makers to reduce administrative burdens for hospitality businesses. - Restaurant overview in an interactive roundtable format
Well-known and respected professionals in hospitality will answer pre-submitted questions as well as those raised on-site. The answers to current, interesting questions will be useful for the industry.
Programs of the New Hungarian Confectionery Foundation and T. Nagy Tamás Ltd.
The Coupe du Monde de la Pâtisserie in Lyon, one of the prestigious international events founded by Valrhona chocolate, brings together the world’s best pastry talents. It is considered one of the most complex and high-level competitions in the industry. We hope that in the near future, a Hungarian team will be represented again, as Hungarian pastry has a strong tradition that makes it deserving of representation at the world’s most prestigious pastry competition.
The New Hungarian Pastry Foundation, in collaboration with T. Nagy Tamás Kft., aims to promote the organization of an official national selection in Hungary, paving the way for the European qualifiers. At the Hungarian competition, we will cheer for talented participants on the main stage, who must combine technical precision, artistic sensibility, and teamwork to impress the jury and secure a spot in Lyon.
Organized by the New Hungarian Pastry Foundation and T. Nagy Tamás Kft., pastry professionals recognized both domestically and internationally will showcase the latest trends in pastry in a spectacular presentation format on the small stage. These demonstrations will also offer an opportunity for visitors to ask questions to the experts.
Hungarian Marketing Association HoReCa and Event Department’s Marketing Communication Workshop
The workshop will cover topics that are currently relevant to HoReCa professionals and how marketing tools can help address these issues. Along with current trends and challenges, we will learn from well-known figures in the HoReCa sector about what can be done with marketing communication tools to retain both employees and guests. The speakers will present current market trends and provide an insight into the “magic kitchen” of marketing communication.
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.
THE ORGANIZERS RESERVE THE RIGHT TO MODIFY THE PROGRAM!