Reaching out to customers at Bakery China

Haas tests its new seminar concept 

At Bakery China 2017, over 2,000 exhibitors showcased products and services on 183,000 sqm of exhibition space. Celebrating its 20th anniversary this year, the event has helped drive the rapid development of the country's baking industry. As a leading player in baking technology, Haas was on hand to touch base with its customers and build new contacts. More than 100,000 visitors attended the recent event.


"Bakery China's 2017 edition was a test for Haas Food Machinery because we changed our exhibition concept," explained HFM Marketing Manager, Yvonne Yao. "Instead of focusing exclusively on our machines, we offered seminars. This way we could demonstrate that we're not only machine suppliers. This was important because in addition to existing customers and recent business friends, we had discussions with almost seventy entirely new industry contacts."


Potential HFM customers in China include manufacturers in the bakery, confectionery and dairy industries, including chain bakery stores and ice cream cone producers. This year, visitors showed particular interest in biscuit technology, followed by wafer processing, mixing, and convenience products respectively.

"As our latest technological advances had already been presented by Haas at interpack in Duesseldorf only one week earlier, we did not exhibit machines this year. Some of our customers had already visited the big Haas booth there. Instead, we focused on on-site baking demonstrations including mixing as well as wafer, crisp bread (wafer snack) and waffle baking," Yvonne Yao added.

Haas also addressed its entire target group by showing the possible diversity of products made with Haas technology around the globe in its 'Ideation Room'. With fifty more products than ever before on display, it was an ideal presentation enabling customers to shop for new concepts. In addition, three seminars on different topics were offered - 'Global Thinking, Local Taste', 'Flexible Production' and 'World of Aeration'.


Visit us at one of our next exhibitions. Haas will exhibit at Ice Cream China 2017, held in Tianjin, October 12-14 followed by Bakery China 2018 in Shanghai, May 9-12, 2018.

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