News / HORECA TRADE FAIRS: THE STRATEGIC HUB WHERE THE INDUSTRY BAKES ITS FUTURE

HORECA TRADE FAIRS: THE STRATEGIC HUB WHERE THE INDUSTRY BAKES ITS FUTURE

News

Turning a trade fair visit into a profitable investment is easier than it seems—if you know how to approach it. Here are some practical tips to help you make the most of the experience.

In the calendar of any hospitality or foodservice professional, sector trade fairs are far more than just events; they are real business accelerators. For businesses aiming to stay ahead of the market, the question is not whether to attend (the answer is clearly yes), but how to make every minute on the show floor count. These gatherings act as a true barometer of the industry, where strategies, partnerships and future vision come together. Here’s why HORECA trade fairs are such a valuable opportunity—and how to get the most out of them.

THE REAL VALUE OF ATTENDING: BEYOND EXCHANGING BUSINESS CARDS

Visiting a trade fair offers competitive advantages that are hard to replicate elsewhere. Whether you run a café, a hotel or a bakery, trade fairs are a goldmine of information and inspiration, allowing you to:

1. SPOT TRENDS BEFORE YOUR COMPETITORS. From new textures consumers are demanding to innovative frozen, par-baked formats transforming the delivery channel, opportunities don’t come to you—you have to go out and find them.

2. HIGH-VALUE NETWORKING. Trade fairs are natural meeting points for the industry. A casual conversation at a stand can lead to improved supplier terms or spark a disruptive idea for your menu. They are also the ideal setting for co-branding opportunities (such as pairing bakery products with a premium coffee brand) or for discovering equipment suppliers that optimise baking processes and help reduce energy costs.

3. VISIBILITY AND POSITIONING. Even if you are not exhibiting, simply being present positions you as an active player in the sector. At smaller, local events, this visibility is essential for building strong, close-to-home partnerships.

HOW TO MAKE THE MOST OF A TRADE FAIR: BEFORE, DURING AND AFTER

To ensure your visit is an investment rather than a waste of time, improvisation should be left at the door. Preparation is key.


BEFORE: DEFINE YOUR ROADMAP. Don’t go in blind. Review the exhibitor list and identify your “must-see” stands. If you’re looking to refresh your product offering, focus on the companies that best align with your goals. One key tip: schedule meetings in advance to guarantee personalised attention.


DURING: KEEP YOUR RADAR ON. Stay open-minded. Observe which stands attract the most visitors—and why. Take advantage of off-peak hours (early in the morning or late in the afternoon) to dive deeper into technical details that are harder to discuss during busier periods.


AFTER: THE FAIR IS NOT OVER YET. Organise and review all the information within the first 48 hours. Did you spot a product that fits your business perfectly? Now is the time to follow up, request samples and turn ideas into action.

NEW PRODUCTS AND INNOVATIONS YOU’LL FIND AT HORECA TRADE FAIRS

As we’ve seen, trade fairs act as live trend laboratories—the only place where you can experience the latest launches first-hand. Some of the highlights you may come across include:

  • BÂTON VERITÉ RANGE. A bread with character, featuring a crisp crust and a rustic, artisan appearance.
    URBAN BRIOCHE. Soft and fluffy, with an intense colour and aroma, and a structure designed for multiple applications.

  • BRIOCHE SANDWICH LOAF. An XL sliced brioche loaf with extra-thick slices and a yellow, soft and airy crumb, delivering an irresistible aroma and flavour.

  • HOOPS PARTY. Fun and colourful, combining a light, fluffy dough with white chocolate and multicoloured chocolate pearls.

  • CARAMEL BISCUIT MUFFIN. A tender sponge cake with a creamy filling, inspired by the iconic flavour of European caramelised biscuits.
  • BRAIDED PASTRIES. Available in a wide range of flavours: Custard Cream, Chocolate Cream, Custard and Egg Yolk, or Barbecue—something for every taste.

  • MINI DANISH SELECTION. Four laminated varieties inspired by Northern European pastry traditions, with golden, glossy doughs and premium finishes.

  • HOT DOG PUFF PASTRY. A golden, flaky pastry filled with Frankfurt-style sausage and classic ketchup.
  • CHEESE STICK. A creamy, crunchy bite combining cheese cream with a flaky, golden pastry, topped with gratinated Emmental cheese.

  • CHEESE & BACON SNECKEN. A premium spiral pastry featuring golden, laminated dough and a gourmet filling of cream cheese and crispy bacon strips.

  • KEBAB PANINI. Filled with a yoghurt-style sauce, cream cheese, spiced kebab chicken and mozzarella, delivering the full international street-food experience in a practical, easy-to-prepare format.


SEE YOU IN FEBRUARY?


At Panamar, we believe direct contact is the foundation of trust. That’s why this February we’ll be attending the main industry meeting points across Spain, showcasing our latest innovations in frozen doughs and frozen bakery products.


COME AND MEET US AT:

H&T MÁLAGA (2–4 FEBRUARY). The leading showcase for Southern Spain.
FÒRUM GIRONA (9–11 FEBRUARY). Where gastronomy and technical expertise come together.
HORECA MALLORCA (9–11 FEBRUARY). A key meeting point for the Balearic hospitality and tourism sector.
HIP MADRID (16–18 FEBRUARY). The ultimate HORECA innovation summit.

También te puede interesar