The SIAL International Food and Beverage Trade Show held from 13th to 15th April 2016 in the Montreal Congress Center lining up 850 exhibitors from 60 countries attracted 15,000 professional visitors. This year's guest of honor, the United States – to be Canada's number one food export partner – with its powerful presence provided opportunity for representatives of other countries to open up with their products to the US market, too.

Hungary participated with a high-level delegation on the trade fair led by the Minister of Agriculture, dr. Sándor Fazekas, who held talks on the opening day with Mr. Pierre Paradis, Minister of Agriculture of the Province of Quebec. While on the Hungarian booth visit, the ministers and their guests tasted Hungarian wines, so the Mád Furmint, the Dry by Tokaj and Bock and Roll, the Hungarian Wines of Excellence gift package was presented to them and handed over by the Hungarian Minister to his Canadian partner.

The booth provided by the Agricultural Marketing Centre (AMC) General Directorate of the Hungarian National Tourist Office offered possibility for Hungarian companies to show their products. The Hungarian exports towards Canada increased by about 40% over the past two years, and as part of it, the export of food and alcoholic beverages shows a considerable growth. Canada is one of the target markets of the wine promotion program for the third countries supported by the Hungarian Ministry of Agriculture, where, thanks to the co-operation between Mad Wine Ltd. and Vinum Tokaj Canada the Hungarian wines have been getting more and more successful in the last two years. The award given to Dry by Tokaj coming from Mád as to be the "Top Imported White Wine of Canada" was a first step in the recognition of the Hungarian wines in Canada, which can facilitate and contribute to opening of new markets and business opportunities for Hungarian wineries.

The Hungarian Wines of Excellence selection provided by the Vinum Tokaj International for the ministerial meetings - including wines from Mád, the Villány, Eger wine regions tries to contribute to the unified appearance of the Hungarian wines on the foreign markets.