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Internorga 2015 © Hamburg Messe und Congress GmbH

INTERNORGA 2015: Innovative Technology, Attractive Sales Concepts, and Snacks Revive Bakery Market

The catering market is on the move! Bakers, in particular, revive through targeted offers the industry's leading trade show INTERNORGA, returninging to Hamburg 13-18th March

As the only international trade fair for the hotel, restaurant, catering, baking and pastry sector in Germany, INTERNORGA 2015 offers a comprehensive overview of the market tolarge baking producers as well as medium-sized chain stores, and small boutique bakeries.

How baker can react to price pressures

Innovative snack trends, efficient baking technology, attractive sales equipment, and new solutions for product presentations, are thus focal themes. “Today, bakeries constantly face new challenges”, says Claudia Johannsen, Executive Director at Hamburg Messe und Congress GmbH. “Rising operating costs and commodity prices, and an increase in bureaucracy, for example, by new allergen regulations, causes a growing competition of bakeries and baking outlets in retail. Every baker must respond to loss in sales and growing price pressure. “Great growth potential and opportunities are offered, for instance, by the development of the snack and cafe area.”

20 workshops for bakers

To identify trends, use revenue opportunities, develop new markets, and to always weight expenses against income are thus key tasks of today for any bakery, whether large-scale subsidiary or individual small business. In the blue box for the baking industry in Hall B6 at INTERNORGA 2015, these issues will be addresses by a total of 20 workshops, with experts giving tips for a better presentation of breads or an optimisation of the sales counter.

Improving Energy Efficiency

Next to an attractive product display, energy efficiency is also crucial to successfully running a bakery.
Besides an impeccable baking results, reduced energy cost are the decisive criterion for purchasing new technical equipment. At INTERNORGA, numerous manufacturers will prove that an excellent performance can be reconciled with a low energy consumption. Back Manz GmbH, for example, is a manufacturer of electric deck ovens, which can be used both in production as well as for in-store baking. Also, WP BAKERYGROUP will be showcasing equipment developed with energy efficiency and environmental aspects in view.Live Baking demonstrations and tastings will provide insights into the performance of the devices.

Stimulating Sales With Front-Baking

A shop oven baking before the eyes of the customer creates a projection of freshness and attractiveness. But it is not enough to simply install a front-baking oven to make sales soar. It it also need to adjust the general interior of the bakery and to ensure coordinated procedures, hygiene and efficiency during baking. INTERNORGA’ exhibitors are well prepared for this challenge and present a wide range ofdeck ovens. “Front-baking clearly remains the industry trend. The visual and sensual experience, backed by scent marketing, is a crucial selling point”, states Maik Raupach, marketing manager of DEBAG German Backofenbau GmbH. Mood lighting also boosts sales. “At our stand, we will illustrate by our newly designed “Living Bakery” the importance of adjusting the product presentation to the changing times of the day”, says Rainer Korte, managing partner of Korte Einrichtungen GmbH.

Bakery Snacks At Any Time

Bakery snack for any time

Karin Tischer, managing director of the research and development institute food & more is a highly-reputed trend forecaster and product developer. At the INTERNORGA Trend Forum Pink Cube in Hall B2.EG , she will explain the latests trends and innovations in the snack segment. “Inspirations arise, for example, by reinventing known products with new flavours. For example, Danish pastry could feature all different kinds of fillings from sweet to savoury and hot, and topped with seeds instead to sugar or jam.” In addition to sandwiches, bagels, waffles, muffins, and pizza, also yogurt and granola cups and tapas are increasingly in demand. Healthier snacks, including vegan and vegetarian snacks, are also getting increasingly popular.

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INTERNORGA has been the leading European trade fair for hotels, restaurants, institutional catering, bakery and confectionery ever since 1921. It is held in March every year, with exhibitors from Germany and abroad displaying their innovations, trends and complete solutions for the whole of the out-of-home market. In addition to the exhibitors’ presentations, there is a big programme of supporting events, international conferences, award presentations, and innovative side-event concepts. INTERNORGA is traditionally held at the Hamburg Fair site, at the heart of Hamburg. Admission is subject to proof of trade visitor status. Admission charges: one-day ticket EUR 31, 2-day ticket EUR 39.50, concessionary rate for trainees in the trade EUR 16.

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