VIČI at “SIRHA Budapest 2026”: when an exhibition becomes a bridge to regional markets
Vičiūnai Group is strengthening its position in Central Europe by participating for the second time in one of the most important food industry exhibitions in the Hungarian region — “SIRHA Budapest 2026”.
Held every two years, the event brings together thousands of HoReCa and retail professionals from Central and Eastern Europe. This year, the Vičiūnai Group team is showcasing a broad product portfolio at a 45 m² stand — from well-established market favorites to solutions designed to meet the growing demand for convenience and efficiency in professional kitchens.
The exhibition as a bridge to regional markets
SIRHA Budapest 2026 is more than just an exhibition — it is an event that helps strengthen brand awareness and expand partnerships in the rapidly growing Central European market.
Vaida Neverdauskienė, Head of the Hungarian Market at Vičiūnai & Co, emphasizes that participation in this event is a targeted business development step:
“Participation in the SIRHA Budapest 2026 exhibition is a strategic step aimed at presenting the company’s full product portfolio to the market and strengthening brand recognition in the region. It is an excellent opportunity not only to attract new potential clients but also to directly implement our business expansion plans in a dynamic international environment.”
The exhibition serves as a business bridge between Western and Central & Eastern European markets, offering the opportunity to showcase innovations, establish new contacts, and strengthen cooperation with existing partners — all in one place.
Long-term partnership with the local market
At the exhibition, the Vičiūnai Group team is accompanied by chef Briák Ferenc, chef consultant at Matusz-Vad Zrt., a leading food supply company serving restaurants and the hospitality sector in Hungary.
According to the chef, events such as SIRHA provide an opportunity to meet partners in person and better understand market needs:
“Professional events like SIRHA allow us to observe industry trends firsthand. These live meetings with partners are not only about building relationships — they also inspire us and provide new ideas that enrich our everyday work.”
At the exhibition, the chef prepares tasting dishes using products from the VIČI assortment, allowing visitors to evaluate their quality and suitability for professional kitchens.
Focus on solutions for professional kitchens
This year’s stand places strong emphasis on the wide and versatile VIČI assortment, including surimi products, herring and mackerel, gyoza, pancakes, breaded products, and white fish.
During the exhibition, the team also invites visitors to discover other innovative and market-driven assortment solutions tailored to different consumer tastes and segments.
All showcased products are designed for both the HoReCa segment and retail channels, addressing the market demand for convenient, high-quality, and easily integrable solutions.