SIRHA Budapest 2026 – The biggest domestic celebration of the HoReCa sector

This article is available for reading in Trade magazin 2026/02-03

Future Store

Trade magazin, the leading B2B trade journal on the FMCG market, is the exhibition’s media partner and traditionally builds the Future Store Innovations stand at the SIRHA trade show, covering nearly 800m², showcasing the market’s latest products, innovative technological solutions and services to be launched. In 2026 the Future Store will feature more than 20 partner companies.

Két éve 16 ország 300 kiállítója fogadta a 26 ezer szakmai látogatót

START-UP ISLAND

Trade magazin started this programme in 2024: at the START-UP ISLAND 10 start-ups will introduce themselves and exhibit free of charge. A professional jury will select from the applicants those who have started their careers as the most promising businesses on the FMCG market or related fields in the past few years.

SIRHA Innovation Competition 2026

In 2026 we will once again organise the SIRHA Innovation Competition, in collaboration with Trade magazin. Registered exhibitors at SIRHA 2026 can enter the competition with their products, services, technological innovations or packaging solutions introduced since the previous SIRHA trade fair.

Cake of Hungary 2026

The Hungarian Confectioners’ Craft Union (MCI) is organising the 20th such competition. SIRHA Budapest will host the first, anonymous round of judging – live in front of a professional audience on 5 March. Six cakes from the 30-40 entries will compete for the final victory.

Pataki János Memorial Competition 2026

The Hungarian Confectioners’ Craft Union (MCI) is organising the sixth Pataki János Memorial Competition for confectionery students and adult confectioners in the categories of cake decorating, confectionery artistry, sugar flower and savoury pastry.

Ice Cream Adventure 2026

Ice Cream Adventure – a competition organised by the Hungarian Confectioners’ Craft Union (MCI)and Hungexpo Zrt. – made its debut in 2024. The primary goal of the programme is education: masters of the profession, Hungarian and Italian confectioners introduce young people to the secrets of ice cream making.

Hungarian and Italian masters teach, judge and offer tastings

The best ice cream ingredients 2026

The best ice cream companies will showcase their latest products in thematic professional presentations! Exciting and entertaining programmes in a unique professional environment, in the company of the best ice cream experts.

Professional competitions and demonstrations provide entertainment for visitors across a wide range of topics

10th Mass Catering Chef Competition

The 2025-2026 Mass Catering Chef Competition is organised by the National Association of Public Sector Catering Service Providers, the Hungarian National Gastronomy Association and the National Food Chain Safety Office. Once again, the competition will focus on sustainable public catering.

Hungarian Bakers’ Association

The Hungarian Bakers’ Association will once again represent the domestic baking industry with an active professional presence at the SIRHA Budapest 2026 exhibition. The association is preparing with a series spectacular and diverse professional programmes, which illustrates both the traditions and renewal of the trade.

Hungarian Pizza Championship

Organised by the Hungarian Pizza Association, the Hungarian Pizza Championship is much more than just a competition: it is a celebration of passion, creativity and tradition. Pizzaiolos from all over the country come to compete in three categories.

Free-from only – Free-from Chef of the Year Competition

At SIRHA 2026 the free-from project is trying to give a taste of the constantly evolving free-from product market at a 108m² collective stand, organised with 12 co-exhibitors. Competitors in the amateur and professional categories test their skills by preparing exclusively gluten-, lactose- and sugar-free and vegan dishes and desserts.

Conference organised by the Guild of Hungarian Restaurateurs

This year the Guild of Hungarian Restaurateurs (MVI) will host a conference addressing current issues in the profession. The event will begin at 14:00 on 3 March and will cover the following topics: vocational training in the field of tourism and hospitality, the administrative burden in the hospitality industry, interactive roundtable and grant opportunities.

Marketing communication workshop

The workshop will cover topics that are currently of concern to HoReCa professionals and which can be addressed more effectively with marketing tools. For instance participants can learn from the best experts in the HoReCa sector what they can do with the help of marketing communication tools to retain staff and guests.

Responsible Gastro Hero Foundation

How accepting are guests when they only find out what is on the menu at the start of dinner? Does having your own farm make kitchen operations more difficult or easier? In addition to the above questions, those interested can learn about a number of other practices and tips at the foundation’s stand.

European Enterprise Network B2B meetings

In 2026 European Enterprise Network B2B meetings will be held at the SIRHA Budapest trade fair, courtesy of the Hungarian Export Promotion Agency (HEPA) and Enterprise Europe Network Hungary. Meetings will take place in person on 3 March at the venue of SIRHA Budapest and online on 4-5 March.

AUX VIGNOBLES – French wine regions in one place

Aux Vignobles! has been showcasing the diversity of French wine regions to a professional audience for more than 40 years. In 2026 the initiative will debut at the SIRHA Budapest trade fair, welcoming visitors with a spectacular exhibition stand.

Hall „A”

Hall „G”

A gateway to the Hungarian market

Adam Havel
office manager
CzehTrade Hungary

Processed cheeses and other cheese specialties, premium sandwiches and snacks, kombucha in unique packaging and of course beer – these are just a few examples of the products Czech exhibitors will showcase at SIRHA. Visitors can find these and many other companies at our collective stand of CzechTrade.

The Czech Trade Development Agency regularly presents original, high value-added products to the Hungarian professional audience. Bidfood, an exclusive supplier of the HoReCa sector, will be present at the fair with its own stand.

Discover the taste of Thailand’s quality

Phrommes
Bhaholpolbhayuhasena
ambassador
Embassy of the Kingdom
of Thailand
Budapest

The Royal Thai Embassy in Budapest, in collaboration with the Thai Trade Center Budapest, will participate in SIRHA Budapest 2026, presenting leading Thai food companies and showcasing premium products with authentic Thai flavours and international standards.

Visit our stand for HoReCa solutions, Thai tastings and live demonstrations.

Product presentation and networking

Suci Mahanani
igazgató
ITPC Budapest

ITPC Budapest will participate in SIRHA Budapest 2026 with a country image and business development concept, aiming to build a bridge between Indonesian manufacturers and stakeholders on the Central and Eastern European market.

The Indonesian Pavilion will serve not only as an exhibition space, but also as a networking and business meeting hub, where Indonesian food industry raw materials and finished products will be presented in a focused manner.

ITPC Budapest plans to organise B2B meetings, professional consultations and product presentations too. 

Sustainable solutions

András Juhász
founder, managing director
Bibo Franchise

Bibo Hungary will be introducing its integrated, sustainable solutions for HoReCa, hotel management and housekeeping at a 60m² stand at the SIRHA 2026 trade fair.

The concept of the stand is to showcase a complete system: everything that is necessary for sustainable catering or hotel operations – hygiene, packaging, takeaway and circular solutions – is presented in a transparent structure that can be understood even during operation.

Introducing the Culinaris brand

Gergely Németh
CEO
Culinaris Retail

Chef Market will be introducing its new premium Culinaris portfolio to the professional audience at this year’s SIRHA trade fair. Company representatives will be waiting for visitors at the Chef Market stand for professional discussions over a glass of champagne, presenting the purchasing and business opportunities offered by the integrated product range.

The cooperation between Culinaris and wholesaler Chef Market makes it possible for selected Culinaris gourmet products to become available to HoReCa partners via a structured, reliable procurement channel. 

New cutting-edge solutions

László Hegyi
head of retail division
Bizerba Mérleg Hungária

Bizerba Kft. will be presenting its innovative solutions in the Future Store. The Bizerba stand will evoke a deli counter environment, where our equipment will be displayed on a refrigerated counter and a table.

Our concept is based on the domestic premiere of the innovations presented at EuroShop, making the latest international solutions available to the Hungarian professional audience. For instance we will showcase our new AI-powered fruit and vegetable weighing scale and a labelling device integrated with a slicing machine.

Experience, inspiration and renewal

Zsuzsanna Lenkey
channel development
manager
Nestlé Hungária

The future of hospitality is no longer determined solely by taste, but also by experience, inspiration and continuous renewal. We believe that the future of gastronomy lies in the convergence of creativity, professional development and modern technologies.

At Sirha 2026 we will welcome visitors with an impressive stand, where our two flagship brands, Garden Gourmet and Nescafé, will take centre stage. For us the trade show is also a meeting point: a chance to build relationships with existing partners and establish new partnerships. 

Clean technology for the future

Anikó Huber
managing director
Mielemed MPM

How can a kitchen become safer, cleaner and more profitable at the same time? At SIRHA Budapest 2026 Miele and NUXON will be sharing a 56m² stand, where you can find the answers to these questions.

Two worlds collide: Miele’s professional reliability and NUXON’s future-shaping air quality technologies. NUXON will be presenting air disinfection and air purification solutions that respond to the real challenges of high-turnover kitchens.