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Host reorganises halls to cater to complementary
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The gelato, pastry and coffee halls at Host have been shuffled around for the 2017 show.
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The mammoth Host exhibition in Milan has shuffled its 16 halls around so
that similar product types will be near each other.
This year’s edition, taking place at the Fieramilano on 20-24 October, will see hall
10 feature not only the latest gelato and pastry-related technology but also a coffee
plaza, where visitors will be able to enjoy experiences relating to coffee.
Then, next door in hall 14, dedicated to beverages and beverage machines, there
will be a similar gelato piazza that will host all the latest trends in gelato and pastry.
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This ‘hybridisation’ of different industries at Host is also reflected in the relocation
of the halls, which the exhibition believes “will mirror the predisposition of the gelato
and pastry segment to merge with more than one sector”. Host reports that even
the vicinity of halls 10 and 14 will further highlight how the creations of expert pastry
chefs merge with the coffee sector.
This comprises a new attraction for this edition of the trade show, The Experience
Gallery, an experiential pathway that puts the adjoining and complementary coffee
and gelato/pastry sectors in contact. Connecting those two halls will be an
independent space designed in response to market demands by exhibitors who
are increasingly seeing the hybridisation of the two sectors as a boost for their
business.
The focus on gelato is no surprise, considering Italians eat their way through 6.5kg
of gelato per year and Italy produces the largest number of machines, equating to a
€325m turnover, according to ANIMA-Assofoodtec.
Hall 6 at Host will also focus on gelato, pastry and coffee, while halls 1-5 and 7 are
all dedicated to foodservice equipment, bread, pizza and pasta.
Clare Nicholls
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’s 187,602 visitors were international.
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Last year’s edition of the Host exhibition in Milan has attracted international
plaudits following a record attendance of 187,602 (+24.3% compared with
2015’s show).
With 39% of visitors being from outside the local Italian market, the regional
attendees experiencing the fastest growth included: Europe, China, the US,
Russian-speaking countries and the Middle East.
Exhibitors too comprised a very global flavour – out of the 2,165 stands from 52
nations: 1,322 were Italians (+4.4%) and 843 were international (+13.4%).
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More than 20 countries were present at the show for the first time, such as
Christmas Island, Mariana Islands, Samoa; from the Indian Ocean, visitors from
Seychelles, Nepal, and Sub Saharan Africa: Rwanda, Zambia and Zimbabwe.
HostMilano is garnering more interest by international institutions too. The show
attracted Business Beyond Borders, an international project promoted by the
European Commission, which involves 240 companies from 53 countries in over
200 meetings, whereas Grupo Consular de América Latina y el Caribe N.I.
participated for the very first time, grouping together consular representations from
Argentina, Bolivia, Brazil, Chile, Colombia, Cuba, Ecuador, El Salvador, Mexico,
Panama, Peru, Dominican Republic, Uruguay and Venezuela.
Sergio Morales, general secretary of the Gruppo Consolare Americana Latina e
Caraibi N.I. commented: “Our organisation constitutes an absolute novelty, so this
is first time we’re taking part in Host. There’s been a real boom in guests and
people interested not only in our novelty factor on the world market, but also in the
activities and products that each of our countries can offer.
“We were really very pleased with the reception we had, the organisation of the fair
and above all the real business opportunities that we found and that we’ll certainly
continue to develop after Host.”
Business Beyond Borders participant Vesselin from Bulgaria added: “I’m
enthusiastic about Host and the opportunity I’ve had to take part in the European
BBB programme, during which I was able to discuss numerous opportunities for
collaboration and cooperation on behalf of the companies I represent. I had nearly
20 meetings, finding many partners with good investment opportunities in Bulgaria,
and that’s fantastic for me.”
This edition also obtained Commercial Service certification, which is issued by the
US Department of Commerce exclusively to a small number of international fairs
that stand out for their ability to facilitate business.
Elsewhere, India Shivprasad, whose company is active in the opening of new
McDonald’s restaurants, detailed: “I’ve known Host for several years and I know
icholls
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