südback as trendsetter in the bakery industry


Focus on the trade / Successful mix of close contact, inventiveness and experience

With südback 2019, Messe Stuttgart underlines its claim, as the only trade fair company in Germany focussing on the trade, to cover the entire industry. Since the first südback in 1978 the trade fair organisation has acquired industry expertise over the decades, highlighted the President/CEO of Messe Stuttgart Ulrich Kromer von Baerle to the media at an international press talk in Vienna: "Our main concern is the trade." Whether it is working and operating technology, shop fixtures and fittings, raw materials, merchandise or sales promotion – all products and services showcased at südback 2019 are adapted to the needs of artisan bakers and confectioners.

In a meeting with the international trade press Stefan Körber, Director of the State Association of Guilds of Württemberg Bakers, and Wolfram Früholz, Deputy Director of the State Association of Guilds of Baden-Württemberg Confectioners, highlighted the importance of the trade fair as an industry get-together. "südback is a success model", says Körber, "despite virtual marketplaces and digitisation." It is still important that product developers and craftsmen meet face-to-face and exchange information and ideas. Früholz highlighted that from the confectionery trade's perspective, as a trendsetter südback showcases innovations which can make the day-to-day work easier, increase the quality and add to a unique selling point of the industry. He mentioned the development in packing materials as an example: The packing materials must be reusable, biodegradable and eco-friendly. südback offers a large variety of new products.

Innovative ideas from the market
Gunter Hahn, President of BÄKO-ZENTRALE eG, also describes südback "as a driving force for innovative ideas, concepts and new developments". He highlighted that südback provides a great opportunity for specifically promoting the strengths and regional features of the bakery trade through "fresh ideas for the trend ranges of bakers and confectioners". Hahn: "südback focuses on industry-specific topics and provides innovative ideas from the market."

In order to meet this requirement, Messe Stuttgart gave südback a new hall structure and an additional 10,000 m² of exhibition space. The trade fair aims to have around 700 exhibitors, who are predicted to attract roughly 38,000 visitors to südback. Kromer stated the change to opposite halls on the trade fair grounds should also benefit the visitor flow. The trade fair can now be accessed from two entrances. When planning the six trade fair halls, care is taken to ensure there is a good mix in the exhibition areas. The positive effect: "In each hall there is at least one key player, and this means that all halls are equally attractive."

The topics relevant to industry and education also come into play for the industry trade fair. According to Körber, the bakery trade has been registering a constant decline in operating figures nationwide for several years now. Whereas the representative of the confectionery trade Wolfram Früholz is reporting a slightly upward trend in the business figures in his trade in the last five years. Bakers and confectioners also spoke of the slight increase in turnover over the past year. Both trades mentioned the shortage of qualified skilled workers in production and sales as the biggest challenge. Not all training places can be filled with suitable young talent. For this reason the state associations of guilds of confectioners and bakers want to use südback to offer trainees additional value in the form of performance comparisons or competitions and advise owners of companies on recruiting young professionals.

Craft trend forums and live demonstrations
The Bakers' Trend Forum in the Alfred Kärcher Hall (Hall 8) showcases a varied programme of production, sales, marketing and café, demonstrated by the German National Bakers Academy (Südwest and Weinheim), among others. As in previous years the competition for the Carlo Wildt Cup for trainees is held in the Confectioners' Trend Forum (Hall 7).
Cake-shop staff can also use südback to see current product ideas presented by the lecturers Joachim Habinger, Laurent Lassè-Valrhona, Bernd Siefert and Matthias Mittermaier, as well as by the Richemont College, in the trend forum.

New tips and tricks are shown in live demonstrations not only by the trade associations, but also by many exhibitors. As a südback partner, BÄKO-ZENTRALE eG presents their current sales concepts and product lines in the Paul Horn Hall (Hall 10).
BÄKO regional cooperatives from the entire German-speaking world are available on site as a point of contact for trade fair visitors. The BÄKO ideas bakery showcases a wide range of baking and snack ingredients with high added value and strong unique selling points for bakeries. The BÄKO snack express, which has been on the go for almost 20 years, has new recipes and presentation options for a professional breakfast offer and creative rolls and sandwiches.

Considering the extensive preparations of the exhibitors and the südback trade partners and BÄKO, Ulrich Kromer von Baerle seems optimistic about the success of südback in the international press conference. He refers to the topic of "organic products" as another trade fair highlight. Snack, eating out and breakfast concepts are also very popular. They are marked separately both online and in the trade fair catalogue.
Start-ups also showcase themselves at the joint stand of the Federal Ministry of Economics and Technology (BMWi).
Ulrich Kromer von Baerle is convinced: "The success concept of the trade fair with its mix of close contacts, inventiveness and experience will impress!"

More information is available online at www.suedback.de

About südback
südback is one of the most important events for artisan bakers and confectioners. It is the meeting point for the bakery industry and a permanent fixture in the diary of many decision-makers. In 2019 over 700 exhibitors present their products and services to around 38,000 visitors from home and abroad on a gross exhibition area of 65,000 square metres in six exhibition halls. When südback is held for the 28th time in its 41st year, Messe Stuttgart and its partners - i.e. the Bäko Head Office of Southern Germany, the State Association of Guilds of Württemberg Bakers and the State Association of Guilds of Baden-Württemberg Confectioners - are also aiming to top the records from the previous event. The successful combination of a traditional trade fair and an accompanying programme provides professional visitors with numerous opportunities to obtain information on trends and new products, and also exchange know-how and experiences with colleagues and experts.

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