Susann Seidemann: “Tariffs Could Complicate the Global Partnerships our Industry Depends On”
Ahead of the upcoming iba 2025, one of the world’s premier trade fairs for the baking and confectionery industry, we sat down with Susann Seidemann, Exhibition Director of iba, to explore the key highlights and innovations that visitors and exhibitors can expect this May in Düsseldorf. In this interview, Seidemann discusses emerging trends shaping the baking industry, new interactive formats planned for the event, and provides exclusive insights into exhibitor participation, collaboration with the International Baking Industry Exposition (IBIE), and the potential impacts of international tariffs. Through her perspective, readers gain a comprehensive preview of iba’s vision and its role as a global hub driving innovation and connection within the baking community.
- What can visitors and exhibitors expect from iba 2025 in Düsseldorf?
The industry is familiar with the location. Messe Düsseldorf has proven itself as a suitable trade fair location for iba over the years, and in 2025, exhibitors can benefit from this novelty, as Düsseldorf is one of the top locations for almost all sectors of the economy in Europe. The Rhine-Ruhr region is a central European economic area, where exhibitors can meet new target groups. I would like to mention the Bakers’ gild (Bäckerinnungsverband West) in Düsseldorf is the largest regional association in the German bakery trade and represents the interests of 1,000 businesses.
- What can you tell us about the number of registered exhibitors for this edition? What is the return rate? What sectors are best represented? And how does it compare to the previous edition?
As of mid April, 970 exhibitors have registered. Around 65% of them are returning exhibitors. This is comparable to previous iba events. iba 2025 has around 100.000 square meters of exhibition space, the trade fair covers seven halls.
The top product areas and exhibitors at iba 2025 are: Production technology with 52% of exhibitors is represented the most, covering four halls. It is followed by process optimization with 23%. Both product areas have grown slightly. Raw materials & ingredients account for 17%. The packaging technology exhibition area has grown slightly and now accounts for 17%.
- What are some of the key trends this year?
iba focuses on topics that show the diversity of the global baking sector. This year, iba has three main focus topics that reflect the top trends: Digitalization, Artisan bakery and Food trends.
Artisan bakery is all about traditional and modern bakery, training and culture. Digitalization focuses on the digital transformation of existing processes, on automation solutions, online sales, self-service solutions, data analysis and more.
The topic Food Trends illustrates how food culture is developing, which new products the global baking industry is presenting, and which possibilities alternative ingredients are offering.
- What new formats will be presented in 2025?
On site, a brand new highlight is the iba.FOOD TRENDS AREA. The concept is spread across the entire Hall 15. Exhibitors will present their food trends at various booths, from raw materials and snack innovations to machines for production. The highlight is rounded off by the new iba.STAGE: here, trade fair participants can listen to the daily “Exhibitor Sum ups” on food trends in the mornings; and to experts talks on all other focus topics such as digitalization, complete solutions or quality management in the afternoons. The daily program is absolutely worth several visits.
Since iba is known for its numerous global competitions at world level – such as ‘The iba.UIBC.Cup of Bakers’ and ‘The iba.UIBC.Cup of Confectioners’, we also have a brand new competition in 2025: the ‘World Championship of Bread Sommeliers’.
It will take place for the first time at iba on May 21 and is organized by the National Bakers Academy in Weinheim (Akademie Deutsches Bäckerhandwerk Weinheim) in Germany, which offers a national and an international course to become a ‘Certified Bread Sommelier’.
- What are the programme highlights that visitors should not miss?
The iba.FORUM is a center point and all about artisan bakery: lectures, award ceremonies and competitions will take place in Hall 14 all day long. Also the iba.AWARD, the iba.TROPHY or the Design Competition “Bakery of the future” will be awarded here amongst other highlights.
For visitors, the perfect event to connect and to party together is at the new iba.NETWORKING NIGHT on May 19 in the new iba.EVENT AREA. Here it is all about meeting partners, friends and enjoy the spirit of iba – belonging to a global baking community that drives the industry forward.
At the iba.ACADEMY, visitors can learn how to make the traditional German pretzel and get a certificate. Tickets for the seminars are available on the iba website.
- How does iba help visitors to network within the baking sector?
With the new iba platform, users who register automatically get personalized news and can network with other participants. Visitors who are searching for solutions can find the right partners, products or exhibitors. The iba platform supports scheduling; additionally, contacting and networking features increase the effectiveness during the visit, when meeting international colleagues.
Altogether, the platform connects the players before, during and after the trade fair.
For networking and new business contacts we recommend the evening events. These events are the best way to make valuable personal contacts: the iba.BÄCKER-PARTY on May 18, the iba.NETWORKING NIGHT on May 19, the BAKERS NIGHT on May 21, which are for visitors and exhibitors; and the iba.EXHIBITOR EVENING on May 20, which is for exhibitors. These new events will take place in the iba.EVENT AREA at 6 pm. directly after the trade fair closes. Tickets are sold online.
- With both iba and IBIE taking place in 2025, how are these two major trade fairs collaborating to support the global baking industry?