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.
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.