A word with the head of iba on how iba.CONNECTING EXPERTS will enhance the international networking experience

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A word with the head of iba on how iba.CONNECTING EXPERTS will enhance the international networking experience

9 Feb 2021

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.

As the pandemic wears on, how the baking industry interacts is a constant evolution, especially regarding tradeshows and other networking events. While the iba trade fair, scheduled for Oct. 24-28 in Munich, is still set to proceed as planned at this time, a new extension will take place in March. Iba.CONNECTING EXPERTS is an all-new virtual iba platform set for March 15-17 and will give the global baking industry an opportunity to connect in advance of the show.

Commercial Baking sat down with Cathleen Kabashi, head of iba, for an exclusive conversation about what attendees and exhibitors can expect during iba.CONNECTING EXPERTS and how it can benefit the total iba experience.

Joanie Spencer: Why was the concept of iba.CONNECTING EXPERTS developed, and how will it serve the global baking industry?

Cathleen Kabashi: The concept was mainly developed due to the industry´s need for exchange: Our customers’ feedback made us realize that there is a high demand for a reliable discussion platform, for business leads and to network globally. Moreover, we recognized that the cancellation of tradeshows, and therefore platforms for exchange, are most likely to be ongoing for the first half of 2021. As a result, we decided to live up to the claim of iba, putting in center international market relevance, new contacts, knowledge transfer and innovations. Hence, by making use of our long-time experience in the baking industry, we created iba. CONNECTING EXPERTS. The new format will serve the baking industry as a virtual market place to network globally and to get new business contacts, while presenting the innovations that have emerged within the last months in an appropriate way. By doing so, we are closing the gap of missing exchange in spring and enable business during these exceptional times before we meet again in October for iba.

This event is all about networking and interaction. Besides the meetings between exhibitors and attendees, we want to offer a platform for innovative discussions and value-generating conversations, which enable participants to learn about the latest trends and inspire to break new ground together.

How do you envision this enhancing the iba experience in the fall, whether in-person or virtually? Due to ongoing restrictions and cancellations of live events, companies haven’t yet had the chance to connect on a broader level, generate new business contacts and present their latest innovations. With iba.CONNECTING EXPERTS we are setting the course to network at an early stage of the year in order to deepen relationships, impulses and trend talks in autumn. iba.CONNECTING EXPERTS can be seen as a foundation and answer to a demand which is huge now. iba.Connecting Experts makes iba an experience on two complementary levels this year, combining the best of both worlds: networking and sales leads in March and products to taste, try and smell in October 2021.

What can attendees and exhibitors expect from an iba.CONNECTING EXPERTS meeting? Exhibitors and attendees can expect a virtual networking event based on the pillars of ”Connect,” ”Discover,” “Learn” and ”Entertain.” “Connect” will primarily focus on networking and offers possibilities to interact with customers, maintain long-term relationships and — most important becuase sales teams are banned from traveling — create new business and leads. “Discover” means that exhibitors will present their products and latest innovations while attendees receive new business insights. “Learn” is at the heart of our supporting program that provides online lectures about the new normal and post-pandemic recommendations for companies, given by professional top-speakers. Last, but not least, “Entertain” will have integrated features related to the industry such as the visit of bakeries around the globe via moving images. Thus, we want to create a space for exciting discussions, qualitative impulses and interactive infotainment … by the industry and for the industry.

What other features will this event include in addition to personal meetings between exhibitors and attendees? This event is all about networking and interaction. Besides the meetings between exhibitors and attendees, we want to offer a platform for innovative discussions and value-generating conversations, which enable participants to learn about the latest trends and inspire to break new ground together. Thus, we look forward to an entertaining online event on the construct of the four pillars. This includes product presentations, opportunities of interaction, lectures by top speakers or visualized bakery tours around the globe. By providing the platform for infotainment, we offer added value for the baking industry.

Will iba.CONNECTING EXPERTS become a permanent part of the iba experience in the future? How do you expect this type of event to impact global, triennial tradeshow participation? For now, we are very excited about our launch of iba.CONNECTING EXPERTS and are counting down to March. At this stage, it would be too early to speak about a regularity but we can think of more versions of iba.CONNECTING EXPERTS to come. As the world’s leading trade fair for the baking and confectionery industry, iba is very well known for being a trendsetter and for being a step ahead.

In terms of impact, the new iba experience in 2021 consists now of two complementary formats, providing the industry with a strong platform to connect globally in March before iba takes places in October. By flanking the live event in October, we bring people together in an even more multi-layered way, combining the best of both worlds and are therefore satisfying demands on different levels. Just like our exhibitors, we create new innovations and for us, thinking outside the box is part of success, so be excited to see what is next.

For more information and to register for iba.CONNECTING EXPERTS, visit connecting.iba.de.

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