Italian Excellence in Cured Meats Arrives in Hungary: ASSICA Brings Its Producers to Budapest with the Support of the Italian Trade Agency

2026 is a year of important anniversaries for Made in Italy: the Italian Trade Agency (ITA) celebrates the centenary of its foundation, marking 100 years of activity dedicated to promoting Italian companies on international markets, while ASSICA – the Association of Industrialists of Meat and Cured Meats – celebrates its 80th anniversary, having been established in 1946.

As part of these celebrations and its international roadshow, ASSICA will arrive in Budapest on 26 October 2026 with a delegation of leading member companies, with the support of the Italian Trade Agency.

Press Tour

As the first stage of the project, on 14 and 15 September, nine Hungarian journalists and influencers took part in the Press Tour organised by ASSICA, with the support of the ITA Budapest Office. The tour gave participants the opportunity to discover, between Milan and Parma, the production of some of the most iconic products of Italy’s traditional meat-processing heritage, including Cacciatora PDO, Culatello di Zibello PDO and Prosciutto di Parma PDO.

Participation in the Business Days

From 21 to 25 September, ASSICA will take part in the “Business Days” event in Tapolca, an annual event organised by Trade Magazin for professionals in the sector. Specific tasting activities will be organised as part of the event.

Italian Salumi & Cured Meats Workshop

On 26 October 2026, ASSICA will arrive in Budapest, where a delegation of 11 member companies will meet Hungarian professionals from the food service and food distribution sectors during a dedicated day showcasing the excellence of Italian cured meats. The event will offer participants the opportunity to taste a selection of high-quality Italian cured meats and meet potential business partners, creating new opportunities for cooperation between Italian producers and Hungarian operators in the sector.

Communication and Promotional Activities

As part of the promotional programme, a communication campaign and a range of promotional activities will be carried out under the coordination of the ITA Budapest Office, with the aim of highlighting the traditions and quality of Italian cured meat products.