Across the pond, Fedima tackles familiar challenges

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Across the pond, Fedima tackles familiar challenges

9 Nov 2023

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

MUNICH — Around the world, baking companies face similar challenges. Despite cultural differences that vary in every global region, bakers everywhere must contend with issues such as food safety, health and wellness, and sustainability.

Successfully meeting those three benchmarks is not easy, and many bakers rely on their trade associations for support in navigating the challenges that come with them.

During the iba trade fair, which took place in Munich Oct. 22-26, Commercial Baking sat down with Wolfgang Mayer, director of communications for backaldrin and board member of Fedima, the European trade association representing manufacturers and suppliers of ingredients to the bakery, confectionary and patisserie industries, to discuss how the association is tackling some of the issues that are common between the US and the European Union (EU).

Because Fedima is composed of 13 national associations in a €6.7 billion ($7.2 million) segment, the association is focused on creating a centralized voice for the industry throughout the EU.

In the face of socio-economic issues including energy crises and war in Eastern Europe, the EU has seen its exports of bread and fresh pastries increase 21% in the past year, especially to areas Africa, where baked goods consumption is on the rise.

“In all countries, people are looking for more quality in their foods as they establish a new quality of life,” Mayer said. “People are trying to be healthier, and that is a trend all over the world. And in terms of safe food, people around the world recognize Europe as producing very safe food.”

To maintain that reputation for high food safety standards, Fedima supports its member companies across the value chain through government relations initiatives.

Additionally, the organization is also addressing the implications that come with the EU’s Nutri-Score system — also known as the 5-Colour Nutrition Label — which “grades” foods based on a nutritional algorithm that assigns a letter rating ranging from A, which is the most preferable to E, which is the least.

“This is an important thing that Fedima stands for,” Mayer said. “It’s an issue that we have to work on for the long term because you can’t do it in two, three or four years. Working with regulations takes time, and creating change is a continuous process.”

With European Parliament elections coming next year, Fedima sees new opportunities to make positive change for the bakery sector throughout the EU. The association has many expert working groups with specific focus areas ready to get involved with decision-makers after the elections.

“Across the EU, there are different sectors with different interests, and Fedima is focused on providing our sector with the best possibilities for EU policies,” Mayer said. “We have to make sure Fedima is cooperating with all other food sectors, of course, because we are all dealing with new issues. And there will be even more issues coming, so it makes our work more important than ever. We need to be flexible and be sure to put our best experts into the appropriate working groups.”

As an association that supports the whole bakery sector in the EU — including serving as a registered stakeholder with the European Food Safety Authority — Fedima is committed to the best interests of bakeries large and small.

Additionally, Fedima is registered in Brussels as a stakeholder for the bakery sector and as the first point of contact for the EU commission. Similar to the government relations work that the American Bakers Association accomplishes on behalf of the US baking industry, Fedima emphasizes providing governing bodies with information that’s critical to developing appropriate legislation.

“The EU commission has to know Fedima as an organization that is working to influence legislation to protect the entire bakery sector,” Mayer said. “This is Fedima’s responsibility.”

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