Exclusive Interview: Modern Bakery Moscow 2016 has new demonstration zones and numerous master classes
The wide range of equipment and ingredients for the baking and confectionery industry make Modern Bakery Moscow (MBM), a trademark event in Russia, March 14-17, also featuring by a strong specialty seminar program. Eugen Alles, Managing Director of Messe Frankfurt RUS, offered European Baker a look backstage.
EB: What has changed from the first 20 editions to the 21st, which also premiered the new organization, both from the exhibitor/visitor point of view and the organization?
EA: The organization of “Modern Bakery Moscow 2015” was very exciting for us, as new organizers, our partners and exhibitors. This show has its own successful history and reputation. Our intentions were to keep the trust of exhibitors and improve the quality of the show. The attained results – 180 companies from 17 countries – helped us confirm that we are on the right path to achieving this.
This year, we have expanded the fringe program with new demonstration zones and numerous master classes. The visitors will also have a chance to watch presentations of new products and technologies in the booths.
EB: What are the unique characteristics that define Modern Bakery Moscow and drive the local industry?
EA: First of all, Modern Bakery Moscow is the leading fair in Russia and CIS. It shows a whole range of technologies for the bakery and confectionery market – from ingredients and machinery, to the retail equipment and packaging. Every year, the Russian and international companies take part in the fair to exchange their experiences and establish new business contacts. Our fringe program is also focused on the main issues of the industry, presenting the newest technologies and getting the students of professional institutes to participate in the events.
EB: What are the new features for 2016?
EA: According to the last questionnaires, the consumption of healthy food continues to grow. This year, the ingredients product group is widely presented at Modern Bakery Moscow. This branch of technologies and products has new attendees such as Stern Ingredients, Aromatic, Blago, Solnecnie Produkty, Argol, Transfoodservice, Kenfood and many others. We look closely at cleaning and hygiene as one of the important parts of food processing. This year, we welcome new participants from this area, Saneq Technologies. Innovation technologies in packaging and logistics are also presented at Modern Bakery Moscow.
EB: Please detail on the program of the specialty conferences and seminars to be held during the show.
EA: Over the four days of the fair, more than 20 events are held, the main of which are the all-Russian competition, “Best Bread of Russia”, “Confectionary Art Cup”, the Plenary session and others. The educational part of the fringe program is our work in progress, so this year there is a “Career Day” for young professionals from the baking and confectionery industry. They will have the opportunity to learn from leading exhibitors about employment opportunities and careers.
EB: Which of the international trends in bakery are reflected at the exhibitors’ stands? What are the most popular bakery and confectionery trends in Russia and Eastern Europe?
EA: The decrease in bread consumption is a tendency over last few years. Consumers want to have all-natural products, even if it costs them more. In the current economic situation and high competition on bread and confectionery markets, the manufacturers aim to attract new consumer groups by extending the assortment and implementation of modern technologies. Healthy nutrition and the use of new ingredients have become the main tendencies on the market. In this case, professional fairs, such as Modern Bakery, play an important role in educating and presenting the latest inventions. We try to give the most accurate information about the market tendencies and this helps us to keep the leading position.
EB: Please comment on the current economic environment in Europe and Russia in particular.
EA: Today’s economic environment in Russia could hardly be called comfortable. In recent months, the most important and most painful change in the Russian economy has been the rapid decline in oil prices. This caused a decline in the Russian ruble against the dollar and euro by almost 50%. There are major structural problems but they are generally known and predictable. However, there are signs of recovery and, according to specialists’ opinions, the situation will improve by the end of 2016.
EB: Who are the main Russian bakers attending the show? Respectively, what countries are showing the greatest interest in entering the market, judging by exhibitor profiles?
EA: Almost all of the Russian producers of bakery equipment attend Modern Bakery Moscow. Among them, I can mention big names like Voskhod, Shebekinsky machinery plant, Tverskoy machinery plant, Russkaya Trapeza, Tauras-Fenix and many others.
International producers from all over the world show a great interest in the Russian market and attending the main professional trade fair in Russia, Modern Bakery. This year, the market-leaders and the most famous brands of the industry from 17 countries present their products at Modern Bakery Moscow. Traditionally, the visitors can expect to see a well-presented official German Pavilion at the fair.
EB: Please comment on the distribution of bakery products made in Russia outside the country. From what can be observed at the fair, how will this evolve?
EA: Russia remains one of the world’s largest exporters of agricultural products, delivering them to 140 countries. One of the main export products is the high-quality grain and, as you know, this is the basis of bakery. With the current exchange rate, Russian agrarian manufacturers will continue to expand their presence on international markets. This will give them the opportunity to further the modernization of equipment and technologies. As a result, competition in the domestic and international markets will continue.
EB: What are the main challenges that the industry in Russia faces and what opportunities will the show offer in this respect?
EA: In a globalized world, the future is continually changing. Due to high competition with foreign producers, the Russian manufacturers have to improve their product and develop its quality. They are beginning to respond more quickly to the constant needs of consumers.
EB: Please detail on the show’s partnership with professional associations.
EA: Since the first edition of Modern Bakery Moscow, the fair has had the huge support of professional associations and government structures. We appreciate this support and are glad to have all of these loyal partners. Our primary duty is the organization of the trade fair and, thanks to our partners, we are informed about the tendencies in the bakery and confectionery industry. This helps us to improve the exposition and fringe program, as well as attract new visitors groups every year.
EB: How are the preparations coming along for this year’s competitions?
EA: We keep enforcing our partnerships with the leading Russian and international associations and unions. In cooperation with them, we have extended the fringe program and organized new demonstration zones. The trade fair shows the current market tendencies, so we have to stay ahead of the market demands, offering the best solutions for all groups of exhibitors and visitors.
EB: How do you evaluate the bakery industry landscape over the past year? What are your thoughts on the evolution of bakery on short- to mid-term?
EA: In European countries, experts predict a clear increase in the demand for healthy bread sorts with wholegrain products and important ingredients such as omega-3 fatty acids and organic fiber. Over the last few years, we have seen the same tendency in the Russian market. The modern working citizen often does not have enough time to eat calmly and consciously, but they are worried about harmful ingredients in their food and want all-natural products – it is not just necessary, but fashionable, too.