METRO’s Tasty Hungary initiative has been launched

By: Trademagazin Date: 2025. 10. 10. 11:57

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On October 2, METRO Hungary launched the Jóízű Magyarország initiative at a large-scale event, which aims to preserve and promote traditional Hungarian dishes in domestic restaurants for future generations. In addition to the Ministry of Agriculture, the initiative was joined by several prestigious professional organizations, such as the National Association of Mediators and Food Managers or the Hungarian Restaurant Industry Association.

The goal of Jóízű Magyarország is to promote traditional Hungarian ingredients and dishes through our digital platforms. This year, for the first time, the most iconic dish of Hungarian cuisine, goulash, will be given the main role, as well as the ingredients closely related to it: Hungarian gray cattle and the Makó red onion. The Makó red onion is a traditional ingredient that is facing the risk of complete disappearance. With great pride and in cooperation with local farmers, we are making it available under the Metro Chef brand. The Makó onion is a Hungarian ingredient whose preservation and rescue is of utmost importance to us, it gives the goulash its original, inimitable taste that we cannot let disappear

Important figures from domestic and international gastronomy paid their respects at the event. Among the professional partners the panel discussion participants included, among others, Dr. Olga Beáta Felkai, Deputy State Secretary of the Ministry of Agriculture, Zoltán Hamvas, President of Bocuse d’Or Hungary, Anna Zoltai, President of the National Association of Public Catering, as well as representatives of the Makó Onion Association, Szürkemarha Association and the National Gastronomy Council, also emphasized the importance of cooperation in securing the future of Hungarian ingredients.

“Hungarian gastronomy is not only about flavors, but also about culture, identity and tradition. According to our market observations, we are experiencing a stagnation or decrease in demand for traditional Hungarian dishes, which is especially significant among the younger generations. With the Jóízű Hungary initiative, we want to ensure that these national values not only survive, but also find a place again in hospitality and on the tables of future generations is”

– said Dr. Vladimir Gnjidić, Managing Director of METRO Hungary.

METRO’s goal is to once again give traditional dishes a central role in Hungarian restaurants through the program, and for guests to be able to proudly enjoy the best of Hungarian cuisine.