The “Catch it!” fish campaign is in full swing

In Hungary, nearly one-third of the annual fish quantity is caught during the Christmas and holiday periods, and we have room for improvement in increasing fish consumption during the rest of the year. The “Get it!” campaign, which will be launched again in 2025, aims to ensure that fish finds a place in everyday Hungarian cuisine.

Minister of Agriculture István Nagy explained at the event that the Ministry of Agriculture is working to further increase the current average annual fish consumption per capita and to put Hungarian fish on the table in as large a proportion as possible. If we look at the trend, we already have reason to be optimistic: in recent years, although with minor setbacks, consumption has been gradually increasing. The Minister emphasized that there will be no shortage of fish during this festive season either! The population’s supply is ensured by the production of approximately 26 thousand hectares of fish ponds. The export volume of fish and fishery products in 2024 reached 6,800 tons, and the import volume reached approximately 27,000 tons, thus the export volume increased by 24 percent and the import volume by 6.7 percent year-on-year. Our goal is to reduce the proportion of imported products, which strengthens the position of the domestic sector and contributes to sustainable development, he added.

There will be plenty of Hungarian freshwater fish in stores this holiday season as well, confirmed the words of the Minister of Agriculture, Nándor Puskás, President of MA-HAL. As he emphasized, despite the unfavorable production conditions and the challenges caused by this year’s drought, domestic producers will be able to ensure an abundant and varied fish supply for the Christmas season this year as well. Among Hungarian fish products, customers can choose from several fish species and products in various packaging. The president of MA-HAL added that the sector’s goal is for consumers to prefer Hungarian freshwater fish, which is not only healthy but also sustainably produced food. “Anyone who chooses Hungarian fish or fish products not only supports their own health, but also supports domestic farmers and the protection of the environment,” added Nándor Puskás.

Fish is healthy – this is the 2025 slogan of the “Get it!” fish consumption campaign, which will cover the next five years. Péter Ondré, the CEO of the Agrármarketing Centrum Nonprofit Kft., which is carrying out the promotion, said: between January 1, 2025 and December 31, 2029, a comprehensive communication and promotion program will be carried out in the framework of a project supported by European Union funds and domestic co-financing in order to promote sustainable aquaculture products and domestic fish consumption. In the first phase of the campaign, it will be present at 13 events in the countryside and the capital, where the versatility of fish dishes will be promoted with tastings and educational activities. In addition, those interested can mostly encounter the campaign messages in the online space and on social media, where they want to draw attention to the diversity of fish dishes with spectacular videos and mouth-watering recipes.

Fish markets are also popular in Budapest’s market halls during the festive season, said Tamás Földes, Managing Director of Budapest Market Halls Ltd.. He added that the campaign will provide 7 tasting opportunities in Budapest’s market halls, which will introduce the fish markets before Christmas 2025. This year, BUDAPEST VÁSÁRCSARNOKAI Ltd. is organizing Christmas fish markets at 6 locations, where customers will be offered a wide range of live fish and fresh pre-chilled fish at last year’s prices, as well as fish products. The most popular fish at this time is carp, followed by gray catfish and African catfish, and then sea fish among Hungarian consumers. Before Christmas, traders order 4-5 times more carp than the average during the year in order to meet the needs of customers.

Fresh, domestic freshwater fish is not only delicious, but also a true superfood. It is one of the most valuable sources of protein: easy to digest, low in fat, yet rich in nutrients.

The “Get it!” campaign is being implemented with 700.35 million forints of non-refundable European Union funding and domestic co-financing. The current project is a continuation of the previously launched campaign, within the framework of which the range of communication tools is expanding – with a special emphasis on digital platforms, social media and experiential presentations at events.