THE ART OF BAK­ING

Hospitality News Middle East - - EVENTS -

In Host­mi­lano’s Bread Pizza Pasta area, vis­i­tors can find new hints and in­spi­ra­tion in the pre­sented for­mats and ma­chin­ery, as well as any­thing they need to im­prove their busi­ness and make it more com­pet­i­tive. Bread and pizza, pasta and pas­tries, frosted and cho­co­late cakes, cup­cakes and brioches - this is the art of bak­ery, the im­por­tant cater­ing seg­ment based on grain flour, which will be cel­e­brated at the 40th edi­tion of Host­mi­lano. The event will ded­i­cate an en­tire area to this art – Bread Pizza Pasta – at Fiera Mi­lano from Fri­day 20 to Tues­day 24 Oc­to­ber 2017.

An­cient food is be­com­ing in­creas­ingly pop­u­lar when eat­ing out Ac­cord­ing to ISTAT/AIDEPI data, from 2002 to 2015, the con­sump­tion of bak­ery prod­ucts in Italy has passed from about 14 Kg to over 16 Kg per capita. NPD Group Inc.’s sur­veys in­di­cate that Vi­en­nois­erie (brioches and crois­sants) remains the art of bak­ery’s main con­tri­bu­tion to bars’ turnover. Bread is also very much re­quested. It must be hand­made and of good qual­ity, as cus­tomers are much more qual­ity-con­scious about the prod­ucts they find in bars than they were in the past (16.3% in 2016 com­pared to 13.3 in 2011).

Al­ways un­der the spot­light Pizza has al­ways been con­sid­ered Ital­ian cui­sine’s Cin­derella - al­ways iden­ti­cal and with­out high ex­pec­ta­tions. How­ever, in the past few years, it has re­newed it­self, be­com­ing gourmet or con­tem­po­rary. It’s health­ier, fresher, more nat­u­ral, and most of all, more cre­ative. Starred chefs and in­no­va­tive pizza mak­ers have put all their pas­sion and love for this prod­uct into mak­ing this trans­for­ma­tion pos­si­ble. They have changed the trends of haute cui­sine, fo­cus­ing on veg­eta­bles, qual­ity of prod­ucts, and ven­tur­ing with com­bi­na­tions that aim at en­hanc­ing ev­ery sin­gle in­gre­di­ent. One ex­am­ple is the ini­tia­tive pro­moted by Chic, Charm­ing Ital­ian Chef – part­ner of Host2017 to­gether with Apci, Iden­tità Golose, As­so­ci­azione Cuochi Mi­lano e Provin­cia (Mi­lan and Prov­ince Cooks' As­so­ci­a­tion), Ap­pafre, and many oth­ers – which has brought three haut cui­sine chefs to three his­toric pizze­rias to work on new ver­sions of the most fa­mous Ital­ian dish in the world. A con­tam­i­na­tion that you will see at Host­mi­lano. Bread-mak­ing and pas­tries are in­volved in this same process, as they are tak­ing the cen­tre stage at the res­tau­rant more fre­quently. Since it takes more to make cus­tomers happy, pro­fes­sion­als who have built their busi­ness on the art of bak­ery, must be pre­pared. First of all, they must di­ver­sify their of­fer­ing to tune into the de­sires of the cus­tomers who are more in­formed about and at­ten­tive to what they eat. They are also used to have ev­ery­thing in one place and im­me­di­ately. But re­quire­ments can be dif­fer­ent. Cus­tomers want a fast ser­vice and in­stan­ta­neous pay­ments for a take­away snack, but they also look for a cosy en­vi­ron­ment where to have a cof­fee, a cock­tail, or a quick lunch or din­ner. There­fore, the venue goes be­yond gen­res and def­i­ni­tions. It be­comes a place where prod­ucts of the con­fec­tionery, bak­ery, and ice-cream world are all avail­able in one place. The art of bak­ing has be­come a busi­ness with po­ten­tial, but it must be able to ren­o­vate it­self and ex­pand. That’s why Host­mi­lano is a must-at­tend event. Here, you can find what­ever you need, from flour to semifin­ished prod­ucts for ice-cream, cof­fee top­pings, from ovens, to mix­ers, state-ofthe-art cold rooms, fur­nish­ings and ta­ble sets. Many tech­no­log­i­cal so­lu­tions will give you a peek into the fu­ture.

Be­tween events and train­ing ses­sions Pizza en­thu­si­asts must at­tend the Euro­pean Pizza Cham­pi­onships, or­gan­ised by the Pizza e Pasta Ital­iana mag­a­zine, which will in­volve over 60 pizza mak­ers hail­ing from all over Europe. APCI – As­so­ci­a­tion of Ital­ian Pro­fes­sional Chefs – with Obi­et­tivo Ap­prendis­tato (Ap­pren­tice­ship Ob­jec­tive) will or­gan­ise a full-on cast­ing event that will see ta­lented newly-qual­i­fied chefs work­ing be­fore a panel of pro­fes­sion­als, who will then select the most con­vinc­ing in­di­vid­u­als to be trained at their com­pany.

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