Jorge, if you could sum up the vision for IBIE 2025, what would you say?
Zarate: We’re definitely aiming to have a bigger show with a broader scope to touch on other aspects of our industry and other points in the value chain. And we want to create something to help the industry grow. This show has always helped the baking industry improve with things like our world-class IBIEducate program, and that’s provided added value to the industry. What I’d like to have is a show that makes people say, ‘IBIE is where I can get everything I need, with a truly comprehensive expo, demos and education sessions.’ Because it’s all at IBIE.
Allen, when you look at Jorge’s leadership and then look ahead to 2028, how will IBIE 2025 impact your plans?
Wright: When I look at Jorge and the people who came before him, there are true industry icons that have led this show. The thing I have picked up from Jorge is how much he values the people who are giving up their time to support this show, grow it and make it better.
I see how important people are to this show, and it’s imperative to have the right people in the right places and capitalize on their strengths and expertise. I think that’s something the committee has put together very well. It brings together so many perspectives, from the baker side and supplier side, and from large companies and small ones.
It’s really the people that make IBIE happen. That has really resonated with me as I watch Jorge lead the committee.
Zarate: I very much like the system of having the vice-chair and chair work together. Having Allen work close to me has been really great. He has supported me in helping me understand the nuances of US culture. I am a baker, and I understand the process, but culturally speaking, he has been a big support.
Speaking of culture, there may be more generations at IBIE 2023 than any other in the show’s history. With baby boomers, Gen Xers, millennials and even Gen Zers at the show together, what does this say about IBIE’s evolution? How do you envision newcomers to the industry experiencing a modern IBIE?
Zarate: We have to focus on things like new technologies that will attract them. But it’s not just because we want to attract younger people; that’s where our industry is heading. Showcasing cutting-edge trends and technology from our value chains is what makes IBIE so exciting. It seems that, for younger generations, our industry was not as sexy as other industries. But the baking industry has everything — the technology, the human aspect, the science, the art — and IBIE 2025 is our chance to tell the new generation that this is an industry that’s worth working in. It’s very hard work, but it’s really fun.
Wright: Experience is something the committee has talked about and been very intentional about. We are thinking about that experience for someone who is a first-time attendee, a younger attendee. What’s their experience of the show? For some veterans, they’ve been coming to the show for 10 cycles in a row, and they understand what it’s all about.
We are always looking to bring new and exciting things to each show and ensure a great experience for a first-time or younger attendee. We have a new person working for us, who came to iba with us. He’s been completely blown away by the people in the industry, and he’s ready to go all-in.
I’ve always felt like our industry is unique, but my perspective has 30 years of experience. His reaction was a good confirmation. The baking industry still has that family feeling, even when you’re half a world away in Munich.