DÜSSELDORF, GERMANY — Knowledge-sharing, collaboration and community are hallmarks of the baking industry. While in-person events, such as iba 2025, set for May 18-22 in Dusseldorf, Germany, offer the best format to exchange ideas, digital connections can keep the conversation going over time.
That’s the strategy behind the new iba platform, which integrates iba.Universe with the trade fair’s website to offer members of the baking industry access to networking opportunities, industry news, bundled market interests, trade fair updates and more throughout the year.
iba.Universe launched in 2023 with goals of connecting participants virtually and bringing supply and demand together in a targeted way. The concept let visitors curate content around their most important topics and exhibitors relevant to their needs, and exhibitors could feature their profiles and products.
“Because the new way of preparing for and following up on the trade fair was used with great interest, we decided to create a contact point by integrating the website and iba.Universe,” said Susann Seidemann, director of iba. “The face-to-face event in the exhibition halls remains the centerpiece, while the iba platform serves as an extension. Our aim is to bring all industry participants together all year round before, during and after the trade fair, thereby creating maximum benefit for everyone.”
The iba platform offers networking opportunities and a space for exchanging ideas all year long. Companies can use the platform to present their innovations and serve target groups individually. Data analysis and AI match the interests with company offerings.
Benefits of the integrated platform include:
– Content and newsletters tailored to user preferences
– Targeted lead generation for companies and providers
– Search and filter functions for media representatives
– More streamlined trade fair preparation and easier on-site meeting planning
“The iba platform now connects the baking sector and the players all year round,” Seidemann said.
How to use the iba platform
The iba platform is designed to support members of the baking industry at every stage: before, during and after the trade fair. Registration for iba 2025 is currently open on the platform. Registrants will receive personalized information about the market and participants relevant to their interests, such as exhibitor contributions, exhibitor profiles and trade fair highlights, in advance.
During the event, interactive hall plans make on-site navigation easier, and the ability to book appointments online is expected to accelerate networking.
“The iba platform now connects the baking sector and the players all year round.” — Susann Seidemann | director | iba
After the event, the platform provides exhibitors with an analysis of user behavior such as which topics were popular with attendees, allowing companies to adapt their sales and marketing strategies quickly.
“Exhibitors can stay in better contact with the leads they have generated thanks to a community platform function,” Seidemann noted. “They can strengthen customer loyalty and increase their reach through automated campaigns and follow-ups. Altogether, the platform promotes interaction between supply and demand.”
With access to the latest industry news year-round, companies that do not yet participate in iba can also benefit from the platform.
“By bundling market interests and content and by using a data-based approach, the new iba platform will grow steadily and become a valuable tool for market participants in the long term,” Seidemann said. “We are delighted with the launch of the iba platform, and we look forward to further optimizing the trade fair experience for all market participants.”
For more information and to register for iba 2025, visit iba’s registration webpage.
