A mission

This article is available for reading in Trade magazin 2025/12-2026.01

Raul Vida
founder and CEO
Prove.hu

According to Raul Vida, founder and CEO of Prove.hu, the great advantage of Veganuár is that it has been tailored to Hungarian conditions and consumers.

The majority of Hungarians are already familiar with the Veganuár challenge and every year more and more participants and corporate partners join the movement – today they have more than 160,000 followers. 2026 will be the fourth Veganuár which companies can also join. Only vegan-compatible products and services can appear on the Veganuár platforms.

Grabbing the opportunity

Gábor Szommer
commercial and purchasing
director
Fino-Food

The Fino Vegajó brand was the main sponsor of the Veganuár 2025 challenge, emphasises Gábor Szommer, commercial and purchasing director of Fino-Food Kft. They are happy to be one of the main sponsors of the event in 2026 too.

He adds that from a manufacturer’s perspective, it is clear that January has become a high season in the plant-based food market and is also a key period in Vegajó’s annual marketing.

In December 2026 Fino Vegajó is launching a new product line, offering foods designed to support gut flora for those who can’t consume yogurt or simply wish to try something new.

The timing dilemma

Ákos Bősze
HoReCa
business development
executive
METRO

Vegetarian diets are often misunderstood, says Ákos Bősze, Head of HoReCa Business Development at METRO Kft., even though the term itself indicates that they consist exclusively of plant-based foods. However, it is widely believed that vegetarians also consume dairy products, eggs and fish, so it is important to clarify the terms: those who eat dairy products are lacto-vegetarians and those who eat eggs are ovo-vegetarians.

The abundance of Hungarian seasonal ingredients can guarantee freshness and variety throughout the year for those who follow such a diet. There are also plenty of plant-based “meats” available in stores: vegan cold cuts, ready-made burgers and chicken breast-like cutlets.

They believe in it

Zsuzsanna Lenkey
channel development
manager
Nestlé Hungária

According to Zsuzsanna Lenkey, channel development manager of Nestlé Hungária Kft., interest in plant-based nutrition is growing all over the world. A growing number of consumers are looking for solutions that support a balanced diet, sustainability and enjoyable eating at the same time. Interest in conscious nutrition is becoming important in the hospitality industry.

Nestlé Professional’s vegan-certified Garden Gourmet brand offers a selection of frozen products designed specifically for the HoReCa sector, providing easy-to-prepare, versatile and cost-effective solutions for catering establishments.