Coffee to have larger presence at Host Milano 2017

For 40 editions Host Milano has been a place where the entire industry travels from the four corners of the earth to come together – from growers to roasters and from coffee machine manufacturers to those in the vending market. Host Milano also includes the entire concept of coffee shops and contract interior design as well as coffee-based desserts and drinks from starred chefs and bartenders.

The 2015 trade show surpassed 150,000 visitors for the first time, with growth of 17% over the 2013 show. The next edition of Host Milano, which is to take place from 20 October to 24 October 2017 at fieramilano Rho, is shaping up to be quite a success, with 1,158 companies having already reserved a space a year out from the show. Of the exhibitors, 42% are from 44 different countries and 58 percent represent Italy. The area that includes Coffee and Tea with coffee and vending machines, Bars and Gelato/Pastry, is one of the flagship areas, with the Bars section already seeing 70% of its space occupied.

Top players already registered to exhibit at Host Milano 2017 include Oro Caffè, Imperator, Torrefazione Portioli, Caffè Moreno, Hario, Monin, Probat-Werke Von Gimborn Maschinenfabrik, La Spaziale, La Marzocco and Franke Kaffeemaschinen. However, there will also be a small contingent of independent producers, ensuring that the show will offer a complete view of the industry’s trends. The presence of 1,500 select buyers will ensure that supply and demand are truly brought together. The overlap with other industries will ensure exhibitors have business opportunities thanks to the dominant trend of the moment, which is “cross-pollination” among industries, with coffee corners more frequently offered inside supermarkets and clothing shops, and with coffee being almost a must-have as part of expanded offerings in gelaterias, pastry shops and bakeries.

Coffee is more vital than ever, and is seeing growing numbers. Analysis by the Competitive Data research institute points out that, in 2015, sales of roasted coffee in the HoReCa channel in Italy were stable in terms of volume but grew by 1.3% in value, reaching 844 million euros. Single-portion products are seeing a boom, with an increase of 23.5% spurred on by the hybridization trend among industries. Ever more coffee shops offer this type of format with machines that use capsule systems that are ideal for shops that deal in less volume than classic coffee bars. These places include pastry shops, gelaterias, wine bars as well as gourmet restaurants and shops that have a dedicated corner for their customers.

Many events are being planned for 2017, with the major industry associations taking part at Host Milano, including: World Coffee Events, Speciality Coffee Association of Europe (SCAE), Fipe, the Italian Federation of Public Concerns, and Altoga, the Association of Lombard Coffee Roasters, Coffee Importers and Wholesale Food Retailers.

Some events have already been confirmed such as Coffee Science Hub from the International Hub for Coffee Research and Innovation will be a centre for scientific research inside Host Milano. Here visitors will be able to speak with researchers and use the laboratory tools provided in order to explore the secrets of coffee from an unusual perspective. SCAE Italia will present a document that will define the characteristics of the aromatic profile of Italian espresso (this is part of the research to be carried out by experts and associations that is to last a year and begin at the end of October).

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