Thoughts on the international presence of Hungarian horticulture

This article is available for reading in Trade magazin 2026/04

Guest writer:
József Rácz
president
Kert-Ész Klub
Magyarország
Egyesület

At Fruit Logistica the size of the Hungarian stand and the number of exhibiting companies declined significantly in the past few years. Today, only 10-12 Hungarian companies are represented at a collective 100m² stand. Each exhibitor gets a 9m² section, which isn’t an ideal size for hosting a large number of business partners. How is it possible that a country with great horticultural traditions is represented so modestly on international markets?

One frequently cited reason is a lack of funds, while others argue that it is more a matter of strategy or mindset – lots of producers don’t actively search for foreign markets, because they lack an appropriate export strategy, language skills, or the necessary preparation and knowledge of foreign markets. International trade requires stable volumes, consistent quality, and well-organised logistics. However, positive signs are already emerging in this regard. Demand is gradually growing for Hungarian products, and the investments planned for the coming years – approximately 60–80 hectares of new greenhouses – could significantly increase production volumes. So the question isn’t whether Hungarian horticulture is capable of producing competitively. Rather, it is whether it can transform this potential into a stronger international presence and stable export markets.