Focus on the Hungarian Fish Sector and the “Kapj rá!” Campaign
The “Kapj rá!” fish consumption promotion campaign continues with exhibition appearances, roadshow stops, and tasting events. A press conference on the campaign’s current activities, as well as the challenges and opportunities of the Hungarian fish sector, was held at the SIRHA Budapest international food industry and HoReCa exhibition, organized by the Agricultural Marketing Centre.
At one of Central and Eastern Europe’s most significant international food industry and HoReCa exhibitions, SIRHA Budapest, the “Get Hooked!” campaign welcomes visitors with a 63-square-meter stand. A joint press conference was held at the event by Szabolcs Szigeti, Deputy State Secretary responsible for the implementation of the Common Agricultural Policy; Nándor Puskás, President of the Hungarian Aquaculture and Fisheries Interprofessional Organization; and Péter Ondré, CEO of the Agricultural Marketing Centre.
Szabolcs Szigeti highlighted that funding from the Common Agricultural Policy and the MAHOP Plusz program continues to provide opportunities for Hungarian micro-, small, and medium-sized enterprises to strengthen technological development, sustainability, and competitiveness. MAHOP Plusz particularly supports climate- and environmentally friendly circular farming solutions, as well as the preservation and development of biodiversity in aquatic and wetland habitats. The support system ensures that Hungarian fish producers can operate in a stable and predictable environment over the long term. He also noted that several investment schemes are currently open, and the Managing Authority is awaiting applications.
Nándor Puskás pointed out that per capita fish consumption in Hungary remains below the European Union average (currently 5.8 kg per person per year), making programs that promote fish as a healthy, sustainable, and versatile food especially important. The organization’s goal is to ensure that fish is not only consumed seasonally—primarily at Christmas—but becomes a regular part of the diet throughout the year. He added that Hungary’s approximately 26,000 hectares of pond-based fish farming is not only a food production activity but also a complex water management and ecological system that enhances the water retention capacity of the Carpathian Basin. Hungarian fish ponds also help sustain numerous wetland habitats, making them crucial from both environmental protection and landscape management perspectives.
Péter Ondré presented the future plans of the “Kapj rá!” campaign. Running between 2025 and 2029, with support from European Union funding and national co-financing, the campaign aims to help consumers incorporate fish into their daily diets through clear, inspiring messages and practical ideas. In addition to traditional media, the campaign uses digital platforms, social media, and gastronomic collaborations. He emphasized that the initiative seeks long-term mindset change, focusing on health awareness, sustainability, and supporting domestic producers.
The campaign’s message is that fish is tasty, healthy, and trendy. At the “Get Hooked!” stand at SIRHA Budapest, visitors can enjoy fish-based tastings, spin a prize wheel for gifts, and explore a fisheries exhibition. In 2026, the Agricultural Marketing Centre will promote fish consumption at two major events (FEHOVA and SIRHA), followed by a Christmas market and eight roadshow stops.
Participants at the press conference agreed that the future of the fish sector depends on cooperation between industry stakeholders, government decision-makers, and marketing professionals. Developing production and stimulating consumption are mutually reinforcing processes that contribute to strengthening the rural economy and promoting healthier eating habits.
