When baking becomes "fashion"

Posted by Athena Parthenos

I'm not a professional in the food sector—I'm someone who enjoys food, sure, but that doesn't make me an expert.


But here at Athena, we help companies in the food industry reach their customers around the world. Our "house specialty" is the technical translation of manuals for machines used in the food industry.

That's why I participate in events attended by the industry giants: confectioners, bakers, ice-cream makers, experienced restaurateurs and hoteliers, and producers of the best technologies and products available.

Last week, I went to Sigep in Rimini, a trade fair with over 1,000 exhibitors and 200,000 visitors, of which approximately 20% had come from overseas. I thought I might feel like a fish out of water surrounded by expert chefs, but I was pleasantly surprised. I also met many fans of good food, groups of students, and coffee lovers.

A trade fair that I'd imagined would be exclusively aimed at food industry technicians instead also attracts everyday housewives who delight in home baking, along with groups of noisy students.

The energy passing between internationally renowned chefs, the general public, students, and technology producers for professionals was palpable throughout the event.


I reflected later on this "simmering" trend that has long been boasted by television shows such as "MasterChef Italia," "Il più grande pasticciere,""Cucine da incubo," and many others broadcast all over the world. Think "MasterChef," "The Great British Bake Off," and "Ramsay's Kitchen Nightmares," to name just a few.

We are witnessing a great revolution—the awareness of good food and quality products is opening the public's eyes to science and the art of cooking, giving a new impetus to the food industry.

This explains the turnout of "laymen" at a specialist trade fair, as well as the 8% increase in visitors compared to 2015.

We at Athena are, of course, delighted that our customers are seeing a surge in popularity at a time when baking is now the "fashion" and the great Italian culinary art is enjoying an even greater dialogue with the rest of the world.

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