BEMA Convention puts spotlight on IBIE 2028

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BEMA Convention puts spotlight on IBIE 2028

30 Jun 2026

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

WAIMEA, HI — With IBIE 2025 in the rearview mirror and the 2028 edition on the horizon, the baking industry is gearing up for another successful iteration of the triennial event.

At BEMA Convention 2026, held June 25-29 in Waimea, HI, Allen Wright, IBIE 2028 chair and president of Hansaloy, shared how the event committee is already hard at work planning for the upcoming show. Starting just after IBIE 2025 wrapped, the executive committee, board, staff and industry partners began an extensive strategic planning process.

The team analyzed attendee data, gathered exhibitor feedback, focused on industry trends and identified emerging opportunities to ensure that IBIE 2028 will continue evolving alongside the industry. All that work resulted in three clear priorities, starting with increasing attendance.

“We’re not simply growing attendance for the sake of growing members but intentionally attracting the audience that creates the greatest value for the exhibitors and the industry,” Wright said. “That includes expanding participation among key wholesale bakery roles and targeted retail audiences, international delegations and adjacent food manufacturing sites.”

“Every decision is being evaluated through a simple lens: Does this create greater value for the attendee?” — Allen Wright | chair | IBIE 2028

The second item on the agenda is improving the attendee experience, a task Wright noted as IBIE’s north star.

“That means designing an event that is more intentional, more relevant and more engaging, from education and activation, competitions, operations and the overall attendee journey,” he said. “Every decision is being evaluated through a simple lens: Does this create greater value for the attendee?”

Lastly, the IBIE team is working to enhance exhibitors’ return on investment and objectives. Simply put, exhibitors want more than just booth traffic.

“We want conversations, qualified buyers, stronger connections and, most importantly, we want measurable business outcomes,” Wright said. “Our planning is focused on creating an environment that helps exhibitors achieve those goals, while ensuring attendees leave with an exceptional experience.”

With the strategic planning and workstreams approved and underway, the roadmap is in place to ensure a successful, impactful 2028 Baking Expo.

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