Friday 19 July 2024
  • La Cimbali

The hybridisation of gelato, pastry and coffee becomes a reality

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MILAN, Italy – Gelato not just for the summer months. If with the arrival of summer consumption increases – as confirmed by a recent study conducted by Deliveroo, which estimates a 33% increase in the number of ice-cream orders in May compared to the previous month – the data also reveals that gelato is a product suitable for all seasons and latitudes.

The sector is growing: according to MINTEL in 2016, 13 billion litres of ice-cream were sold, with China, the USA and Japan leading the way as the largest markets.

Italians eat their way through 6.5 kilograms of gelato and Italy produces the largest number of machines, equating to a 325 million euro turnover, according to ANIMA-Assofoodtec.

Confirmation of this is seen at HostMilano at fieramilano from 20 to 24 October; this year, the professional hospitality trade show will not only intend to recount the new renaissance of the sector as a whole, but it will also aim to interpret the progressive hybridisation of two similar yet diverse industries: Gelato / Pastry and Coffee.

Gelato / Pastry and Coffee: not just close but complementary halls

The idea of blending diverse industries is set to return to the two halls as part of Host 2017: in fact, if in the Gelato / Pastry area, there will be a coffee piazza where the visitors will be able to directly enjoy experiences relating to the precious coffee bean, in the coffee space, there will be a similar gelato piazza that will host all the latest trends in gelato and pastry. Here, amidst an exhibition of cakes and sweet attractions, the visitors will ideally be able to experience the many facets of the word ‘hybridisation’, in a subtle play of influences hailing from the fashion sphere and works of art created by expert ice-cream makers and pastry chefs. This said, the hybridisation of the different industries at Host is also reflected in the relocation of the halls, which in all respects, mirrors the predisposition of the entire Gelato and Pastry segment to merge with more than one sector. Not just coffee then, even if the vicinity of halls 10 and 14 further highlights how the creations of expert pastry chefs merge with the coffee sector. Yet even the catering sector (it is no coincidence that this hall will be in close proximity to the Gelato and Pastry hall) where, owing to the initiative organised by starred chefs and great professionals, synergies with confectionery artisans are becoming more and more frequent.

A gallery in pursuit of experiences

At Host 2017, the references to the hybridisation of diverse sectors that are progressively coexisting within the same space, does not solely regard the organisation and location of the individual halls. Moreover, the aim of the trade show, which has always aspired to celebrate all aspects of the hospitality industry, is to meet the requirements of the exhibitors and visitors, by creating opportunities not only linked to b2b meetings, but also for professional development, from the latest technological inventions to the discovery of new trends. This idea has led to the establishment of a new and exciting attraction at the 40th edition of Host: The Experience Gallery, an authentic experiential pathway that puts two adjoining and complementary sectors in contact, Coffee and Gelato / Pastry. Not simply a bridge that will connect halls 10 and 14, but an independent space designed in response to market demands: by the exhibitors who are increasingly seeing the hybridisation of two sectors as a boost for their business and by the visitors, who are progressively attempting to modify their activity by meeting the needs of the modern consumer.

Host 2017 will see two global challenges take centre stage

It’s not all about business. Visitors to the macro-area dedicated to Gelato / Pastry at Host 2017 will not only have the possibility to take part in b2b meetings, but they will also be able to participate in a series of high-profile training opportunities and events. Everything will be inspired by an insight into the chocolate and coffee industries, the theme of the two world championship finals (The Cake Designers World Championship 2017, 23 and 24 October and The World Trophy of Pastry Ice Cream Chocolate, 21 and 22 October), which for the second edition, will be organised by Fip (International Federation Pastry, Ice-Cream and Chocolate) and l’Equipe Eccellenze Italiane (Italian Excellence Team) as part of Host Fiera Milano 2017. The former will see ten teams of pastry chefs, each comprising three competitors and a coach, compete in various disciplines such as Chocolate and Praline Sculpture, Sugar and Contemporary Cake Sculpture, Sugar Paste Sculpture and Ice-Cream Single Serving. For the cake design instead, the eight individual contestants will have to present two creations: a display cake that will be brought from home to be judged on its appearance and a smaller cake to be made there and then using the same technique to be judged on flavour by a designated judging panel.

Marketing and art exhibitions in addition to b2b meetings

Experts on the land and its raw materials, custodians of age-old flavours and traditional recipes; similar to what has already occurred with starred chefs, the expert pastry chefs and gelato makers have, for some time now, been creating professional figures who, in the pursuit of hybridisation, tend to overlap and merge. Host 2017 dedicates two events to these ‘new’ categories that have little to do with confectionery production. As part of the ‘11 pillole di marketing’ distributed over the course of the five-day event – marketing lecturer Franco Cesare Puglisi will hold 11 short lessons at the Editrade stand, where he will demonstrate the latest techniques to effectively communicate the peculiarities of the artisan, gelato and pastry trades. But that’s not all, since Dolcinarte, the event organised by Chiriotti Editori with ‘Pasticceria Internazionale’ and ‘TuttoGelato’, in synergy with Cookery Lab, will play on the fusion between the various sectors and will showcase a collection of pastries made with sugar, chocolate, sugar paste and royal icing. The exhibition will be a multi-sensory journey through pastry decorations, enabling the spectator to move freely amidst the showcased works that all represent expressions of Made in Italy creativity.

All updates are available at:, @HostMilano, #Host2017.

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