An observation visit was made to the U.S. to attend International Baking Industry Exposition 2007, the world’s largest international bread- and confectionery-making trade fair, held every three years in the U.S. An overview of the event and local circumstances are introduced herein.

International Baking Industry Exposition (IBIE)

IBIE 2007 was held at the Orange County Convention Center in Orlando, Florida, U.S. Approximately 650 companies belonging to the bread and confectionary manufacturing industry, from around the world, displayed their products and services at the exposition.

The exposition had been held in Las Vegas in the past. This year, however, the Orlando location apparently meant a larger number of attendees from Central and South America and fewer from Asia.

During our visit three years ago, we noted that the low-carb diet was becoming increasingly popular. Carbs were less of a preoccupation this year, and layer cakes, cupcakes, muffins, and donuts with colorful toppings were quite popular. Equipment manufacturing these types of baked goods was also demonstrated at a number of booths at the venue.

In collaboration with Masdac Europe, we presented our Sandwich Pancakes and Manju Funcakes at agents’ booths from different countries. Pancakes are a staple in both the European and American diets, and IBIE attendees expressed strong interest in a fresh way to eat pancakes by sandwiching various fillings, as well as the creative possibilities presented by the different shapes that Manju Funcakes can be made into.

Pancakes in the U.S.

Standard orders of pancakes at restaurants near the Convention Center were generally three largish pancakes (roughly 5-6 inches) per portion. Prices were generally $6.00 for a stack of pancakes, and $8.00 for a stack of pancakes with potatoes, eggs, and sausage (or bacon). In addition to regular pancakes, pancakes in the U.S. also come in whole-grain, blueberry, and chocolate chip flavors, as well as with raspberry sauce, strawberry sauce, whipped cream, chocolate syrup and other toppings. Crisp on the outside and fluffy on the inside, the pancakes tasted very good.

Pancakes could be found in Mega-supermarkets in Orlando sold along with American waffles and French toast. Less expensive brands sell packages of 24 standard-size pancakes for $2.83, packages of 40 mini-pancakes for $1.98, and packages of 12 blueberry pancakes for $1.96. Most of these products are sold frozen rather than fresh. Sliced bread, a staple of the American diet and more than twice the size of a typical Japanese loaf, sells for between $1.88 and $1.92 per loaf, which struck us as extremely inexpensive.

＊ Simplot Foods, a major U.S. frozen foods manufacturer, has launched a new sandwich pancake product (pancake-like shells with fillings such as jam and chocolate), which is manufactured using Masdac equipment. These Pancake Pods are available in fillings of blueberry, cappuccino, chocolate, maple syrup, and strawberry. The product is marketed as a light breakfast food that can be warmed in the microwave in a matter of seconds. Seeing this, we realized that sandwich pancakes have already found a place in the U.S. market.

 
Orange County Convention Center

Inside the IBIE 2007 venue

Colorfully topped donuts in an ingredients manufacturer showcase at IBIE