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Internationalization and
globalization
●
Nowadays coffee is a global product, and
requires an international stage: “Host’s natural
vocation for the international scene has
enabled us to make an excellent commercial
return during the last two shows. For us, Host is
an important showcase, especially this year,
since we are involved in Expo Milano 2015 as
a coffee partner,” they tell us at
illycaffè.
As
for
Danesi Caffè
, “Participating in Host is an
unique, unbeatable way of promoting our
company because it enables us to reach
potential new clients among the public in a
direct, natural way.” According to
Gruppo
Cimbali
, “Host is an important showcase where
we can promote our new products and, at
the same time, our commitment to brands,
products and innovation. It also provides an
ideal stage to which we can invite our clients
from all over the globe.”
Innovation and design
●
“Innovation applies to a seasonal agricultural
product like coffee. New plantations, new
producers and growers, and changes in the
climate and processing techniques lead to a
raw material that is always different and with
new characteristics to enjoy,” the people at
Sandalj
explain. “Innovating means treading
ground where no-one has been before to
meet the so-called ‘latent needs’. It’s a very
time-consuming process and, for that reason,
needs to be truly geared to supplying added
value to the market,” they explain at
Nuova
Simonelli
. Innovation coincides with design
in table settings, we are assured by
Ancap
:
the company is heading towards glocal
and across-the-board products, for private
homes or hotels, which are eye-catching and
compatible with the new devices, because
“only new ideas can arouse the interest of
consumers in the various global macro-areas.”
Innovation also means revisiting tradition in a
modern take. This is the case of the Cuccuma,
the old Neapolitan coffee machine, which
Kimbo
has reinterpreted thanks to the passion
of international consumers for black coffee.
Storytelling and social network
dynamics
●
Nowadays, having a ‘good product’ simply
isn’t enough: being able to talk about it is
fundamental. In first person, if possible, through
courses but also through blogs, websites full of
interesting material, and social networks that
are kept constantly up to date with the latest
news and interesting content. “Social Media
Marketing enables us to communicate more
directly with our customers in a less formal
way,” they tell us at
Caffè Diemme.
Training is an increasingly
crucial factor
●
A fundamental way of conveying product
characteristics is through courses, which
“enable us to train people who themselves
become the tools through which we can put
our innovative ideas into practice,” they say
at
Caffè Diemme.
According to
CMA/Astoria
“Our customers are strategic partners with
whom it’s important to share our knowledge
and our vision.”
(
(
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the companies
)
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his year, the Host Coffee&Tea, Bar, Coffee Machines Vending macro-area will have
more exhibition space, a sign that there is great interest from players in the sector.
After all, SIC, Host’s International Coffee Exhibition, which has always been an
important benchmark for the world of coffee, is a unique opportunity for companies
to raise their profile on the international market and to talk to and compare notes
with fellow trade professionals and other players in the industry: producers, roasters, coffee-
machine manufacturers, baristas and, right across the spectrum, with the whole sphere of
HoReCa. Precisely because coffee consumption is expanding worldwide, now it’s more crucial
than ever before to recognize the trends seeping into the sector and to understand what old
and new consumers want. But what exactly are the hottest topics of the moment? Some of the
companies exhibiting at Host2015 give us their expert opinions.
A thousand different variations of coffee on a
stage with a global dimension
T