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Share | Posted on Thursday 12th, January 2017.
Host Milan prepares for 40th edition in 2017
Host Milano’s 40th edition in 2017 has been
announced as the “place to be” to celebrate coffee at
FieraMilano Rho in Italy from 20 to 24 October.
For five days, the biannual event celebrates three
core segments of the industry – Food
Service Equipment with Bread, Pizza and Pasta;
Coffee/Tea with Coffee and Vending Machines, Bars
and Gelato/Pastry; Furnishings and Tableware.
Already, about 1158 companies have reserved their
involvement in the show, confirming that this is an
international show. Forty-two per cent of exhibitors
are coming from 44 different countries.
One of the flagship areas of the expo includes coffee
and tea, coffee and vending machines, bars and
gelato/pastry, with the bars section already seeing 70
per cent of its space occupied.
Event organisers say there are an increasing
number of companies from abroad that will celebrate
alternative brew methods, now being offered in Italy
as an alternative to the classic espresso.
Representatives will include Hario, Monin, Probat-
Werke Von Gimborn Rhea Vendors Group, La
Spaziale, La Marzocco, and Franke
Kaffeemaschinen, among many others.
Small and talented independent producers will also participate with the presence of 1500 select buyers to
ensure that supply and demand are truly brought together.
The overlap with other industries will ensure exhibitors have business opportunities thanks to the dominant
trend of the moment, which is organisers say is “cross-pollination” among industries, with coffee corners more
frequently offered inside supermarkets and clothing shops, and with coffee being almost a must-have as part of
expanded offerings in gelaterias, pastry shops and bakeries.
Competitive Data research institute analysis says that in 2015, sales of roasted coffee in the channel
in Italy were stable in terms of volume but grew by 1.3 per cent in value, reaching €844 million. Single-portion
products are really seeing a boom, with an increase of 23.5 per cent spurred on by the hybridisation trend
among industries.
According to TradeLab, coffee consumed outside the home in Italy is worth 1.2 billion euros, with a breakdown
of about 630 million consumed in bars, 270 million consumed at self-service stations, 130 million in food
service and group catering, 126 million in restaurants, 25 million in hotels and the remaining 10 million in other
channels.
Coffee-based products, such ginseng coffee, mixes and cold coffee creams are also making progress – these
three products are seeing the most success in coffee bars. Organic coffee is also popular. Today, it can be
found in 15 per cent of bars, and cappuccino based with soy, rice, or oat milk offered by 32 per cent of bar
owners.
Host says coffee is being distributed throughout the world, entering markets that traditionally didn’t drink it.
Japan, for example, imports more than 430,000 tonnes of coffee per year, and is third to only the United States
and Germany.
Major industry associations will also take part at Host Milano including World Coffee Events, and the Specialty
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12-01-2017
Codice abbonamento: 089504
Host Pag. 177
12/01/2017
Stampa Estera
International Press
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Share | Posted on Friday 20th, October 2017.
Wega launches new communications campaign
Wega Macchine per Caffè is once again attending HOST, the international fair for the hospitality profession and
world leader in the Horeca sector.
Now in its 40th edition, the fair will be held from 20 to 24 October in the pavilion of the Fiera Milano exhibition
centre in Rho.
On show in the Wega ex ibition space ( avilio 24, stand D52 - D60) will be the company’s leading machines.
The Wega factory in Susegana, in th Veneto r gion of Northern Italy, covers an area of over 20,000 square
metres, making it the biggest single coffee machine factory in the world.
The position of honour will be reserved for t e My Concept machine, the flagship machine of the Green Line
range and the ultimate in energy saving and Wega technology. With its innovative functions, including the ability
to store different settings and c mmunicate with mobile devices, this completely customisable coffee machine
aims to meet customers’ needs.
Visitors will also be able to get up close and personal with the young, funky IO with its vibrant colours, a neon
take on the Italian flag; the Polaris, a high-performance machine with futuristic bodywork enhanced by LED
lights on its ide panels; th Vela Vintage, a real cult object for baristas who still prefer to prepare coffee using a
lever-operat d machine; and the beautiful yet functional Mininova Classic, which brings elegance and versatility
to any space, acting as a decorativ obj ct.
At the Milan fair, Wega Macchine per C ffè will also launch its new visual communications programme “Wega
Dreamers”, designed to showcase the brand and its different collections, conveying the values of the Wega
offering through words a d imag s.
An extremely evocative and emotional campaign which plays on a single theme, dreams, as Paolo Nadalet,
Managing Dir ctor of Wega, says: “Dreams are part of lif . They compl te it. Who has never had a dream and
tried to mak it c me true? Dreams inspire us, th y m ke the present more alive, more real for us. That’s why
we chose peopl who in their lives have taken a chance n a dream in or er to achi ve their goals, to turn their
dream into real life. Wome and m n who have decided to pursue excellence, creating exceptional stories. Just
like we do at Wega. And for each person we have tied in a value that best expresses their personality and at the
same time represents the characteristic which m kes each of the seven Wega collections unique.”
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Codice abbonamento: 089504
Host Pag. 176