EVENTS – Quality, innovation and market leaders meet at Host 2015

MILAN, Italy – Whether it’s black or Macchiato, made from a traditional coffee machine or the latest pod coffee maker, coffee makes the world go round in Italy.And everywhere else as well, it seems.
For anyone keen to keep abreast of the all latest developments, the ultimate trade show for this key sector has to be Host, the International Hospitality Exhibition, taking place at the fieramilano exhibition venue in Rho from Friday 23 to Tuesday 27 October 2015. A major drawcard for trade visitors and coffee connoisseurs alike, Host is arguably the “go to” event for Espresso and other coffee favourites, and everything around them.From raw materials to different consumption formats, from the latest technology to coffee shop furnishings and layouts, right down to training courses and competitions for the world’s coolest baristas.
Next year, Host 2015 will continue its thrust to represent the entire coffee supply chain, attracting exhibitors from across the industry. Importantly, the event will deliver high-level independent training and education and leverage synergies generated with the 2015 Universal Exposition, where coffee will be one of the nine special-interest “clusters” (i.e. pavilions bringing together several countries around a sub-theme). As to the timing of the show, Host will be ushering out Expo Milan 2015, which draws to a close on 31 October.
Emblematic of the effort being devoted to training and education is the partnership between Host and the Specialty Coffee Association of Europe. SCAE, whose training courses for baristas are unquestionably the best in class, is planning to stage other exciting joint initiatives with Host.SCAE will not only be providing advanced barista classes but also issuing diplomas in Barista skills, Green coffee, Sensory skills, as well as Latte art, Espresso and much more.At Host 2013, SCAE’s training courses attracted hundreds of baristas from all over the world:not just from traditional coffee-drinking countries like Italy, Austria, UK, Switzerland, Germany, France, Belgium or Spain, but also from interesting markets such as Korea, China, Ireland, Qatar, Turkey, Greece, Malaysia and Russia.
Emphasising its strong focus on advanced education and learning, Host 2013 was also proud to provide the perfect backdrop for an exclusive international event staged by World Coffee Events, the premier producer of events for the coffee community worldwide:WBC All-Stars, a contest between the world’s best baristas including world champions Pete Licata (the winner in 2013), Michael Phillips (2010), Gwilym Davies (2009) and James Hoffman (2007), who participated in signature beverage demos, on-demand performances, reflections on their “champion” years, surprise challenges, interviews and talk shows.Some of the challenges were judged by the audience, generating a level of eagerness and involvement that can only be defined as unique for events such as these.In addition, guest hosts Peter Giuliano of SCAA (Specialty Coffee Association of America) and Steve Leighton of HasBean Coffee conducted tastings of coffee prepared by the world’s best, presented by Sonja Björk Grant, WBC certified head judge.
Another crowd-pleasing event was “Io bevo di caffè di qualità” (I drink quality coffee) organised by coffee expert Andrej Godina and Italian barista champion Francesco Sanapo, a finalist in the WBC – World Barista Championship 2013.“The HOST show in  Milan is arguably Europe’s number one event for the coffee industry, where the trade gets a chance to showcase their latest products.Every two years HOST offers visitors valuable insights into the latest advances in the coffee industry, along with a comprehensive overview of everything from cakes and pastries to machinery, equipment and ice cream”, stated Godina, commenting on how efectively Host highlights cross-industry affinities and thus underlines the importance of vertical sectors.At a top notch slate of meetings and tastings, experts spanned a wide range of topics, from how to recognise good quality coffee, the rules for making it, and the best combinations with food, alcoholic beverages and chocolate, to the latest preparation methods.
The next Host show will be shining the spotlight on coffee formats that are currently undergoing a real revolution.“The traditional Espresso is still a typically Italian product”,explains Patrick Hoffer, President of the Italian Coffee Committee, “whilst overseas coffee has adapted to local preferences:for example, in Italy black coffee accounts for 80% of total coffee sales and coffee with milk only 20%; internationally,  ‘Lattes’ account for 95% and black coffee only 5%”.But the success of major coffee chains is also influencing Italian formats: Italians are asking for the same kind of coffee they’ve enjoyed during their travels abroad, and the industry is catering to that demand.However, with certain major differences.“Our coffee roasters are doing a great job promoting Italian coffee overseas, either offering their own formats or selling roasted coffee.We are performing very well in fast-growing markets such as Eastern Europe, especially Russia, Ukraine and the easternmost former-Soviet Republics, as well as in mature markets like Germany where although coffee sales are slightly down as a whole, Italian roasted coffee sales are gaining market share”, Mr. Hoffer pointed out.