Reimagining IBIE

The International Baking Industry Exposition (IBIE) – despite only occurring once every three years – represents an incredible opportunity for companies to get in front of important decision-makers from across the baking sector.

In 2016, AB Mauri North America – a leader in yeast and bakery ingredient solutions – revolutionized its own approach to this key event by introducing a ‘science of baking’ perspective through a unique virtual reality experience. Now, three years later, ABMNA is back at it, but not with a technology hook. Instead, the company’s presence will focus on the other significant end of the baking spectrum: art. Counter to the vast majority of booths and exhibits that 25,000+ attendees from 100+ different countries will explore in Las Vegas, AB Mauri will focus on a non-traditional space appealing to both industrial and artisan bakers.

Please be sure to stop by and visit with the team at AB Mauri North America in booth #6653 at IBIE on September 8-11.

  • an internationally-acclaimed dough performance troupe
  • a donut mosaic artist
  • an award-winning bread sculptor
  • a brand ambassador from more than a century ago
  • a technology-driven art-centric entrance
  • and national baking television personality – Duff Goldman

Key Highlights At AB Mauri’s Exhibit At IBIE Include:


An internationally-acclaimed dough performance troupe:

U.K. artist Laura Wilson engages with specialists to develop sculptural and performative works that amplify the relationship between materiality, memory and tacit knowledge. In this case, look out for performers interacting with dough, and get those cameras ready.


A donut mosaic artist:

New York-based artist Candice CMC creates a tasty take on famous images by arranging photographs of different varieties of frosted donuts. When viewed up close, the graphic appears to be just a series of those favorite snacking items. But when viewed from a distance, a whole other familiar visual comes to mind. Sorry, no sneak peeks…you must come to the booth to see this famous work of art!


An award-winning bread sculptor:

Johnson & Wales University Professor of Baking & Bread Studies Harry Peemoeller continues to do what he does best: bake…but with an interesting twist. The Hamburg, Germany native previously captained Team USA in the prestigious, international Bread Bakers Guild competition to a gold medal win in 2010. Again, no early previews of Harry’s baked goods work-of-art…but, hint, set your sights high.


A brand ambassador from more than a century ago:

In 1912, Fleischmann’s Yeast unveiled a new campaign – titled ‘Eat More Bread’ – focused on at-home bakers. The brand sponsored home economic classes taught by guest teachers in high schools and colleges across the U.S., held baking contests and gave away recipe books. Now, more than a century later, the face of that campaign – John Dough – is done loafing around. He’s back…so be on the lookout for a mascot that fits right in at IBIE.


A technology-driven art-centric entrance:

For those world travelers familiar with oldfashioned train station directional signs, entering the AB Mauri exhibit at IBIE will be unlike any other. With a nod to the past but using today’s technology, the Flip Disc welcome board will surely be an inviting entrance to talk baking with our experts. Another smartphone opportunity here, and if you wave at the front sign, it may wave back.


National baking television personality from Food Network – Duff Goldman:

People familiar with Duff’s rise in the industry – from Charm City Cakes in Baltimore to multiple nationally televised baking programs to published books and everything in between – will certainly enjoy the opportunity to meet this passionate artist first-hand. Duff and his team of talented bakers and decorators have put down their cakes to bring to life some new art-inspired creations for the show.

Below is a listing of AB Mauri’s booth schedule and key daily activities (subject to change):

Sunday, Sept. 8

Dough performers: 10 a.m., 1:00 p.m. & 3:30 p.m.

Monday, Sept 9

Dough performers: 10 a.m., 1 & 3:30 p.m.
Duff Goldman: 11 a.m.-12 p.m. (autographs)
Duff Goldman: 2-3:30 p.m. (photos)
John Dough: 9:30 & 11:30 a.m.; 1:30 & 3:30 p.m.

Tuesday, Sept 10

Dough performers: 10 a.m., 1:00 p.m. & 3:30 p.m.

Answering questions about the company’s IBIE activities is Rick Oleshak, AB Mauri North America’s vice president of marketing.

Q: Why did AB Mauri decide to focus on the ‘art of baking’ at IBIE this year?

A: We’re always looking at interesting ways to engage and interact with our bakery customers during this important industry event. Additionally, we also know it is important to think both ahead and differently to inspire attendees, and what better way to do that than through an artistic mindset and presented in an art gallery setting.

Q: It is hard not to notice the change in your slogan – ‘Passionate About Baking’ – for the upcoming exposition. Why the shift?

A: Going along with our theme focused on the importance of art in baking, ‘PassionART About Baking’ is a playful way that combines the passion our employees have for the trade with the unique experiences we have in store
for our exhibit space. Be sure to stop by Booth #6653 to see the baking industry a bit differently.

Q: Why did you enlist celebrity baker Duff Goldman for your IBIE activation?

A: We view Duff and his team from Charm City Cakes as more than just cake bakers and decorators. This group is incredibly creative, passionate and invested in what it does, and that mentality aligns with the spirit our technical bakers and other employees showcase daily. In fact, the art being displayed in the AB Mauri exhibit by Duff’s team is surprisingly not made of cake at all. Be sure to stop by and visit with Duff when he is in our booth on Monday, September 9.

Q: Do you have any new planned product introductions for the show?

A: We certainly will be highlighting some new ingredient technology for both industrial and artisan bakeries. This includes top-notch oxidation, softening and mold inhibition options that are designed to be both user- and label-friendly. Also, our iconic Fleischmann’s Yeast brand – which turns 152 years old in 2020 – as well as Burgen bread mixes and Indulge sweet goods bases will also be featured.

Q: 2019 has been a big year for AB Mauri North America. Why?

A: In June, we dedicated a 10,000-square-foot expansion at our North America headquarters located in St. Louis, Missouri. Space – called the Fleischmann’s Technology Center – incorporates the new Pasteur Hall learning and research center, an experience center for customers and guests, a five-times-larger yeast strain and non-yeast development center and a larger bakingHUB™ for bakery experimentation and trial. We highly encourage current customers – and those bakeries who are looking for someone that really understands their businesses – to schedule a visit.

Q: Lastly, your recent advertising campaign focused on a message behind, ‘Who’s Behind You Matters.’ What do you mean by that?

A: We know industrial bakers alike have daily challenges, and despite a growing concern over manpower strains in bakeries, AB Mauri is there with a full squad to complement the team at the bakery level. Customers may not always notice the logistics or quality assurance person providing the details you need, or the technical baker helping optimize their processes, ingredients and equipment, but our collective organization is there to help bakers win, not only in the marketplace but also within the hearts and minds of consumers.