iba and the German Bakers’ Confederation analyze current dynamics in the industry and the future of baking innovations, exploring possible and necessary directions, as they prepare to welcome an industry reunion in Munich.
During a five-year time-out imposed by external circumstances, iba organizers evaluated the fundamental transformations changing the whole world and the baking industry, in an effort to adapt and position itself to be able to provide a relevant platform for the 2023 comeback of the show. New features that are introduced this year are meant to accurately mirror current industry needs. iba organization carried out extensive surveys to map the needs of the exhibitors and those of the visitors to the fair. Current and ongoing challenges such as resources, energy costs, health and shortage of skilled workers, present worldwide, were the basis of the focus topics iba chose in response: food trends, artisan bakery, health, sustainability as well as digitalization, turnkey solutions and quality management.
Germany’s bread tradition and industry
German bread culture is an inherent part of the trade show held in Bavaria’s capital, Munich. “Germany is the land of bread culture – the more than 3,000 registered bread specialties speak for themselves and show that the bakery trade plays a major role in this country. Of course, there are some challenges such as the competition with industrial production, excessive bureaucracy and the lack of young talent and skilled workers complicate current developments for the artisan bakery, but we see ourselves as a crisis-proof industry that values high-quality production processes, regional value chains and innovations for which we are known worldwide,” says Michael Wippler, President of the German Bakers‘ Confederation.
The association’s work has been tackling all these challenges: “COVID-19 and the energy crisis have shown that we, as an interest group, have to have staying power, but that an intensive exchange with politicians can be worthwhile. Currently, we are lobbying for set industrial or SME electricity prices, so that the prices of baked goods do not have to be raised further, for example, and we are actively placing proposals for sensible bureaucracy reduction with politicians. After all, a baker belongs in the bakery and not at a desk! We are tackling the acute shortage of young people and skilled workers by changing working time models in some companies and streamlining application processes. At the start of training, the training allowance was also massively increased so that a career in the bakery trade becomes even more attractive for many,” Wippler shares some priorities in the agenda of the German Bakers’ Confederation.
Among the actions that supported the bakery trade through the recent difficulties has been the fact that it has been considered an essential industry since the COVID crisis. Politicians sent an important signal extending the needed support at this time. “However, the energy crisis has shown that we need to rethink and include support for the bakery trade as well. Because after all, the food trade creates equally important jobs and is a relevant contact point for local supply and social exchange, especially in rural areas,” Wippler highlights.
The craft, the culture, the industry
German bread culture has a long tradition and takes pride in recipes that have sometimes been passed down through generations. Sourdough and a long dough process are essential for many artisan bakers, and many skillfully combine traditional production methods with a modern twist. “Germans cultivate their bread culture, for example, by getting together for supper or having a communal snack – these meals are less cultivated in other countries. Bread sommeliers not only help to draw attention to the valuable craftsmanship, they also create awareness for high-quality ingredients and careful production methods, and they bring the senses into focus. In addition, they have extensive knowledge of bread history and can give tips on food pairing. Customers appreciate that,” Wippler underlines.
Bringing together different traditions from all over the world is part of iba’s unique characteristics. Between them, “The German bread culture and its roots are a very interesting topic at an international level. Therefore, we have the bakery tours during iba where participants can visit local bakeries, the iba.ACADEMY where visitors learn more about the secrets of the original and traditional recipes and techniques, and the halls and topics with a focus on artisan bakery. At the same time, we are interested in learning how other bread cultures work and what are their latest innovations at iba in October,” Seidemann anticipates.
The training and work as a bread sommelier is unique for Germany. However, since it garners great interest worldwide, the leading training institution Akademie Deutsches Bäckerhandwerk Weinheim will introduce international bread sommelier training. “Bernd Kütscher, Director of the Akademie Deutsches Bäckerhandwerk Weinheim, told me that they are happy to announce the first classes in English. The training includes two modules in Germany (September 2023 and September 2024), plus live online sessions and self-study phases in between. The class has only been online for a few days and they already have registrations from Israel, Norway, Brazil, Gambia and Bulgaria. There are still slots to register for the classes in order to become a Certified Bread Sommelier,” Seidemann details (More information: www.akademie-weinheim.de/certified-bread-sommelier).
Michael Wippler supports German bread culture
Michael Wippler has been President of the German Bakers‘ Confederation since 2015. In 2019, he was reelected, and his second term ends in November of this year. During his tenure, he was able to record numerous successes, which benefited Germany’s artisan bakers. The framework conditions for the artisan bakers in Germany were improved in many areas during his presidency. For example, the German Bakers´ Confederation managed to get bakeries to receive financial support from the state during the COVID pandemic. In addition, the organization of the association was modernized and the political representation of interests was strengthened. The image of German bakeries has also been further improved over the past nine years, so that German bakers and German bread culture have a good reputation all over the world.
Milestones of his 10-year tenure:
Under his leadership, the organization achieved, through lobbying, improvements in the legal framework in Germany, e.g. was able to prevent some regulation enforcement in the area of food law to support artisan bakers (some exceptions for small businesses in labeling and controlling).
Michael Wippler managed to bring the bakery family closer together and to crystalize a common identity, thanks to his efforts in balancing and integrating member activities.
+ Modernization of the organization
Wippler contributed to improving information channels within the organization. He introduced regular newsletters to share useful information with all artisan bakery members. The Communication department of the Zentralverband was strengthened and its social media presence was established to further promote important messages in relevant online communities.
The association also launched a campaign (‘Back dir deine Zukunft’ – ‘Bake your future’) to get young people interested in starting a career in artisan bakeries.
+ Bread culture
Targeting communication to improve the image and exposure of German bread culture and its vast tradition. Various prizes and awards were created, including bread tests and the seal of quality.
The Academy of Bakery in Weinheim modernized its range of seminars and has a clear focus on conveying artisan skills, quality of bakery products and excellence.
All types of industry players are represented
Recent developments were carefully mapped to learn about the needs of all types of businesses, from industrial to artisan bakeries, ingredient suppliers, and including manufacturers of equipment for processing and packaging. “That’s what makes the fair special, from my point of view: we combine all areas of the bakery trade in one place and at the same time, on an international level – with a focus on the roots of the German bakery. Via lectures, products, and competitions we bring the German bread culture closer and, at the same time, exchange knowledge and experiences with other countries about their baking trends and cultures,” Susann Seidemann, Exhibition Director iba, also comments.
Original cereals are still very much on the rise, the German Bakers’ Confederation observes, and many businesses are also expanding their snack offerings. Overall, the demand for high-quality, regional ingredients is particularly high.
iba’s organizer has been monitoring developments such as a demand for regional and local food, industrial processes, automation as well as digitalization, all of which will be displayed at iba. For example, a case study where an AI-controlled-in-store-baking concept will be presented. Hybrid ovens will also be among the highlighted novelties. Moreover, to bring sustainability into the spotlight, all lectures held on Monday, October 23, will revolve around this theme.
These are the resources that support iba in contouring an outlook to the future of the baking industry. Possible directions can be analyzed together with the experts in the iba.SPEAKERS AREA, where lectures will share insights into topics such as ‘Energy transition and climate protection in the bakery: The e-Tool web portal for craft enterprises’, or ‘From Carbon footprint to carbon fingerprint’, as well as ‘How to successfully recruit, retain and train your employees’, Seidemann highlights.
Wanted: energy efficiency innovations
Sky-rocketing energy prices brought business-shattering bills to German and European bakeries. Drastic changes were called for, and fast, lasting solutions are needed. There are numerous innovations to help plants and baking facilities of any type produce more efficiently. Iba’s director highlights some of the innovations visitors can look forward to: “The Multibake® VITA tunnel oven from AMF Den Boer is a direct-fired oven with patent-pending hydrogen-powered burners to improve sustainability in baking, WIESHEU, Wanzl and FANUC present an AI-controlled, automated baking process in the bake-off area, Spin dryer from Reich GmbH with a new technology for less energy consumption or new tools and machines that contribute to lowering investments needed and reduce at the same time the manual labor requirements.” In this way, people have more time for other, core activities in planning and production. Visitors can already browse before the fair and compile their own agenda, she recommends, by using the iba.UNIVERSE tool.
iba.START UP AREA: Give good ideas a chance!
The iba.START UP AREA supported by Puratos will debut this year at iba, to bring new and emerging concepts into the spotlight and boost their potential to revolutionize the bakery landscape. In addition to start-ups, next-generation entrepreneurs and innovations, renowned experts will also join this area with keynote presentations, in the dedicated space in hall A4. The new iba.START UP AREA is designed together with Puratos – both visually and in terms of organizing the content that will be presented here.
This innovative newcomer zone should provide inspiration to industry professionals who want to find out about short- and long-term solutions.
The concept is not that of a traditional exhibition stand, but a modern, open space that will be shared by all attendees. Exhibiting startups, all companies launched in the past
10 years and working with fewer than 50 people, will pitch their ideas and experts will bring new perspectives to current issues. Topics here will range from ground-breaking technologies to food trends, in line with the core iba.TOPICS set for this year’s exhibition: food trends, artisan bakery, health and sustainability as well as digitalization, turnkey solutions and quality management.
“National and international startups from the entire baking trade get their own stage with the iba.START UP AREA. We are very keen to promote young talent and offer them the appropriate space for presentation, exchange and new ideas,” stresses Michael Wippler, President of the German Bakers’ Confederation.
Sophie Blum, CMO at Puratos, also says: “Our partnership with iba reflects Puratos’ commitment to fostering a culture of innovation and creating a platform for promising startups to showcase their solutions. By supporting these startups we are not only interested in their success, but also in the long-term success and sustainability of our industry.”
She anticipates this will be a crowd-gathering new feature: “We want to offer a memorable experience for everyone who wants to shape the future of our industry. In the iba.START UP AREA, you will find groundbreaking ideas and technologies that will drive the way we make and consume bakery, confectionery and chocolate products.” iba aims “to bring visitors and exhibitors, ideas and solutions, visions and passion from all over the world together in one place,” here, in a space meant as a base for innovations and new cooperations, Susann Seidemann, iba Director, points out. She invites the trade industry to not only participate but also to actively contribute with individual perspectives, in this idea space.
The annual balance sheet total or annual turnover of what iba and Puratos define as startups for this area does not exceed EUR 10 million. In addition, the companies must have newly developed or significantly improved products, processes and services. Companies with their headquarters and business operations in Germany can also receive financial assistance for participation in the iba.START UP AREA: the Federal Ministry for Economic Affairs and Climate Action (BMWK) supports young companies to join international trade fairs such as iba.
