Great Success for "Free From" in Vienna
For the first time, the Agricultural Marketing Centre participated in "Free From" in Vienna, an exhibition dedicated to free-from, plant-based, organic, and specialty foods and beverages.
Held between June 17–18, 2025, the event also serves as an excellent professional forum for all those seeking the latest trends, opportunities, and business connections in the free-from products market.
The Agricultural Marketing Centre established an impressive presence at the Vienna event with a 174-square-meter joint pavilion featuring 24 companies. Virtually every product category of this nature could be found among the exhibits: gluten-free, lactose-free, or sugar-free foods, snacks, flour blends, and even gluten-free beer. The exhibition creates an outstanding opportunity for the international market—particularly Austrian and Central European buyers—to discover the innovative, health-conscious products of the Hungarian food industry. On June 16, the day before the exhibition opened, Hungarian participants were also able to take part in a special factory tour at the IREKS-STAMAG gluten-free bakery plant, organized by the Free-From Working Group of the National Chamber of Agriculture.
"Free From" offers opportunities not only for product introduction but also for establishing new business relationships. In this spirit, the Hungarian "Free From" Food Business Event was held as the closing event of the first exhibition day. It was co-organized by the Embassy of Hungary in Vienna, CED Central European Economic Development Network Nonprofit Ltd., the Agricultural Marketing Centre, and HEPA Hungarian Export Promotion Agency. The purpose of the networking evening, combined with a reception, was to connect Hungarian manufacturers with buyers from the region, especially importers from Austria and neighboring countries. The event was attended by 30 Hungarian companies and 70 local buyers.
The market for free-from products has been growing dynamically in Hungary in recent years, driven by health-conscious lifestyles, an increase in food intolerances, and conscious nutrition. According to some surveys, more than half of the population (58%) consumes special or free-from food regularly or occasionally. The demand for free-from products stems not only from medical reasons but also from conscious dietary choices.
