Buzz abounds as international trade fair readies for kickoff.

MUNICH, GERMANY – An exclusive behind-the-scenes look during iba, set to open Sept. 12 in Munich, revealed excitement and high energy as exhibitors prepared to showcase innovation for what could be record-number attendance.

At the B.E.M.A. / U.S. Pavilion, growth and excitement are contributing to the buzz, with 35 exhibitor companies representing the United States — its largest group ever at iba — in this special area on the show floor, which takes up about 15,000 square feet. And these companies are tapping into the growth that’s happening worldwide in the baking industry, said Jerry Kallman, president, Kallman Associates, Inc., Waldwick, N.J., and organizer of the pavilion.

“When you look at the economies of other countries, Germany’s is certainly strong, and Italy’s is getting better, as well as Austria and England … and they’ll all be here,” Mr. Kallman said.  “I’m getting the sense that all 35 companies here are very excited about the business possibilities at the show.”

To that end, many U.S. companies are using iba as an opportunity to show off new branding, equipment innovations, and tradeshow capabilities.

Unveiling a new brand

When doors open on Sept. 12, Shick Solutions, Kansas City, will unveil its newly designed booth, which coincides with the company’s recent rebranding.

“We felt iba would be a great launch pad for our new brand strategy,” said Scott Fischer, director, sales and marketing at Shick. “Based on booth sizes and preshow attendance, we are excited about unveiling our new brand here and talking directly with new and existing customers to reiterate our strategies, solutions and quality of service.”

Last month, Shick also announced the company’s new name – Shick Solutions – as part of the new brand and overall effort to let customers know the company offers solutions and not just equipment.

Inside the new Shick booth, attendees will find two 42-inch and one 32-inch monitor screens that will show videos and emercials, as well as whole system design renderings and digital versions of the new corporate and dense phase brochures.

Shick Solutions has been working on its rebrand for almost a year, with the fine-tuning and implementation happening over the past couple of months.  

New booth technology to attract global business

“The Burford team is very excited about iba,” said Fred Springer, president, Burford Corp., Maysville, Okla. “We’re expecting to see customers from India, Australia, South Africa, Japan and more at this show. They’ll be coming to see us, and we’re ready for them.”

At iba, Burford will unveil a new 42-inch touch-screen display monitor that will showcase the company’s equipment capabilities and more. The display, which Mr. Springer developed about a year ago, includes a news feed and video apps and can translate any content on the screen into about 20 different languages. It also has a voice-prompt system. 

This year, Burford also set up a bonus innovations booth where the company will display all new pieces of equipment.

Doors open Sept. 12, and the trade fair runs until 5 p.m. on Sept. 16. Check for daily updates during the show.