Master Goods, a prominent Hungarian poultry manufacturer, has rolled out a comprehensive capacity expansion plan that includes HUF 350 billion (US$1.2 billion) in new processing capacities and farm infrastructure.
Under the presented development programme, Master Good will launch one of Europe’s most modern meat processing plants in Sárvár, a small town in western Hungary, at the end of the European summer. The company will also allocate investments in an additional slaughterhouse with an annual capacity of 100 million pieces, 31 new farms, as well as hatcheries and feed plants.
“Continuous development in the global market is not only a growth goal, but also a condition for remaining competitive,” said László Bárány, Master Goods managing director and owner.
Master Good is launching what it says is one of Europe’s most modern meat processing plants, which is located in western Hungary. Photo: Koos Groenewold
Tech, robotics, AI and water
The new facility will rank among the most technologically advanced in Europe and worldwide, the company said. Equipped with robotics and artificial intelligence-based solutions, the plant will be capable of producing 4 times its previous capacity while occupying only one and a half times the floor space of the existing facility.
One of the most significant infrastructure projects linked to the capacity expansion is the water supply system, as the factories’ needs can no longer be met through on-site wells alone. Master Good plans to invest HUF 8 billion (US$26 million) into the planned pipeline network from the Tisza River to the plant.
As part of its vertical integration and circular farming strategy, the BioFer organic fertiliser processing plant is also being expanded and, in response to rising demand, could become the largest facility of its kind in Europe in the foreseeable future, Master Goods reported, without providing additional details.
Expanding exports
The sharp increase in production capacity will boost Master Goods’ sales volumes in the coming years, particularly in export markets, the company stated. To achieve this, the company will need to adapt not only its manufacturing operations, but also its commercial and logistics capabilities, Master Goods emphasised.
Master Goods is one of the largest poultry exporters in Central Europe, selling poultry to nearly 30 markets in Europe, Asia, and Africa. The main destinations for Hungarian poultry meat were Poland and Romania.
According to data from the Central Statistical Office, Hungary’s poultry meat exports rose 37% year-on-year to 46,000 tonnes in the first 2 months of 2026. Of this total, chicken meat exports increased 34% to nearly 34,000 tonnes, while turkey meat exports were up 26% to 4,000 tonnes.
Vladislav Vorotnikov
Source: PW (08/05/2026)
