The art of baking: a segment on the rise
where renewal is paramount
In HostMilano’s Bread Pizza Pasta area, visitors can find new hints and inspiration in the presented formats and machinery,
as well as anything they need to improve their business and make it more competitive.
Milan, 18th of May 2017 - Bread and pizza, pasta and pastries, frosted and chocolate cakes, cupcakes and
brioches. This is the art of bakery, the important catering segment based on grain flour, which will be celebrated
at HostMilano. The event, world leader in the Ho.Re.Ca, foodservice, retail, mass-market distribution, and hotel
industry, will dedicate an entire area to this art – Bread Pizza Pasta – at fieramilano from Friday 20 to Tuesday 24
October 2017.
Ancient food is becoming increasingly popular when eating out
Ancient food does not step back despite nutritionists’ alarms. On the contrary, it is spreading all over the planet.
According to ISTAT/AIDEPI data, from 2002 to 2015, the consumption of bakery products in Italy has passed from
about 14 Kg to over 16 Kg per capita.
NPD Group Inc.’s surveys indicate that Viennoiserie (brioches and croissants) remains the art of bakery’s main
contribution to bars’ turnover. Bread is also very much requested. It must be handmade and of good quality, as
customers are much more quality-conscious about the products they find in bars than they were in the past
(16.3% in 2016 compared to 13.3 in 2011). On the other hand, the consumption of bread at home is decreasing.
According to Coldiretti, the consumption of bread per person in a day was of 1.1 Kg in 1861, against 120 grams
nowadays. According to Euromonitor, the confectionery segment is expected to grow the most. In the 2008-2013
period, it recorded 80% of the bakery product growth, pushed by product innovation and an increasing
penetration into markets, such as Asia Pacific and Latin America. 43% of the growth in volume of bread-making in
2013 came from China. In other words, the art of baking is conquering the world. A world that you can meet at
HostMilano, an international event attended by over 2000 companies and 150,000 visitors from 172 countries.
Always under the spotlight
At HostMilano, it is no coincidence if the Bread Pizza and Pasta area has joined the Catering area, with which
there is a certain feeling. Pizza has always been considered Italian cuisine’s Cinderella. Always identical and
without high expectations. However, in the past few years, it has renewed itself, becoming gourmet or
contemporary. It’s healthier, fresher, more natural, and most of all, more creative. Starred chefs and innovative
pizza makers have put all their passion and love for this product into making this transformation possible. They
have changed the trends of haute cuisine, focusing on vegetables, quality of products, and venturing with
combinations that aim at enhancing every single ingredient. One example is the initiative promoted by Chic,
Charming Italian Chef – partner of Host2017 together with Apci, Identità Golose, Associazione Cuochi Milano e
Provincia (Milan and Province Cooks' Association), Appafre, and many others – which has brought three haut
cuisine chefs to three historic pizzerias to work on new versions of the most famous Italian dish in the world. A
contamination that you will see at HostMilano.
Bread-making and pastries are involved in this same process, as they are taking the centre stage at the restaurant
more frequently. Because today it takes more to make customers happy. That’s why professionals, who have
built their business on the art of bakery, must be prepared. First of all, they must diversify their offering to tune
into the desires of the customers who are more informed about and attentive to what they eat. They are also
used to have everything in one place and immediately. But requirements can be different. Customers want a fast
service and instantaneous payments for a takeaway snack, but they also look for a cosy environment where to
have a coffee, a cocktail, or a quick lunch or dinner. Therefore, the venue goes beyond genres and definitions. It
becomes a place where products of the confectionery, bakery, and ice-cream world are all available in one place.
The art of baking has become a business with an interesting potential, but it must be able to renovate itself and
expand. That’s why HostMilano is a must-attend event. Here, you can find whatever you need, from flours to
semi-finished products for ice-cream, coffee toppings, from ovens, to mixers, state-of-the-art cold rooms,
furnishings and table sets. Many technological solutions will give you a peek into the future.
Between events and training sessions
HostMilano will provide commercial and hospitality companies with the points of references they need in this
historical period of important changes. The event will be enlivened by meetups with important professionals,
seminars and in-depth insights with companies and associations of the industry, artists’ installations representing
the spirit of the times, and starred chefs’ cooking shows. Among the various events of the trade fair (over 400 in
the past edition), don’t miss out the Cake Designers World Championship and World Trophy of Pastry, Ice
Cream and Chocolate championship – in collaboration with FIPGC - International Federation Pastry Ice Cream
Chocolate – where 40 Italian teams will challenge each other. Pizza enthusiasts must attend the European Pizza
Championships, organised by the Pizza e Pasta Italiana magazine, which will involve over 60 pizza makers hailing
from all over Europe. APCI – Association of Italian Professional Chefs – with Obiettivo Apprendistato
(Apprenticeship Objective) organises at HostMilano a full-on casting event that will see talented newly-qualified
chefs working before a panel of professionals, who will then select the most convincing individuals to be trained
at their company. Cooks from the Chic – Charming Italian Chef – association will be advocates of sustainable
cooking with the utmost respect for our health and environment for the first time at HostMilano with the
ChicRespect brand.Pillole di Primo Piatto, the free monothematic seminars on the various aspects of the
professional pasta industry, organised by APPAFRE (Fresh Pasta Producers’ Association for Small and Medium
Businesses) in collaboration with the PRIMO PIATTO pasta-making school, will make its return to the trade fair.
This year’s edition, “Il pastaio 4.0” (pasta maker 4.0), will see new techniques and technologies take centre stage.
For further information, visit www.host.fieramilano.it, @HostMilano, #Host2017 on Facebook, Twitter and
Instagram.
Notes for journalists
- The 40th edition of Host will take place at FieraMilano, Rho, from 20 to 24 October 2017.
- The five-day event, which takes place every two years At Fiera Milano, Rho, is organised in the following three
macro-areas: Professional Catering with Bread Pizza Pasta; Ice-Cream and Pastries, Sic with Coffee Tea and
Bars, Coffee and Vending Machines, Furnishings and Tableware.
- This year, the target areas are three: USA, Canada, and Middle East. Activities will be implemented in these
areas to attract visitors also through agreements with authoritative local associations.
- Over 1,500 hosted buyerswill be attending the event. Thanks to increasing investments in profiling and the
collaboration with ITA – Italian Trade Agency – there will be new participants and an ever-growing array of
products.
- The over € 2 million media campaign includes visibility in major international newspapers, and will bring over
1,000 international journalists to Host 2017 including 100 correspondents who will also visit Milan and the
rest of Italy.
- Over 400 hours of training, cooking shows, installations etc. in dedicated event-areas.
- A few companies attending the trade fair: Alfa Refrattari, Bernardi, Bottene F.lli, Capitani Macchine per Pasta,
Caplain Machines, Forni Fiorini di Fiorini A&C, Friul CO, Imperia & Monferrina, Italforni Pesaro, Italgi, M.A.M.
Eredi Malaguti & C., Marana Forni, Mecnosud, Morello Forni, Pavesi, Prismafood, Refrattari Valoriani,
Rollmatic, Starmix, Sigma, Tagliavini and Velma. This year’s new entries will be Avancini, Cerutti Inox, Inpact,
Linea Dori 3000, Quelli Della Pizza, Resch & Frisch Holding, Rossofuoco, Sibread and Winoxer.
Fiera Milano Press Office
Rosy Mazzanti – Simone Zavettieri
Tel. +39 02.4997.7457 e-mail [email protected]
Flaviana Facchini - Public Relations
Mob. +39 3396401271 e-mail [email protected]