AB Mauri® North American expands presence at IBIE Activities to include virtual reality experience, artisanal bread sampling, customer documentary and high-end coffee bar
AB Mauri® North America, a leader in yeast and bakery ingredient products and solutions, will unveil its presence at the International Baking Industry Exposition (IBIE) from Oct. 8 – 11 with a space three times larger than its previous exhibits.
More than a traditional yeast and bakery ingredients provider, AB Mauri is a baking technology company steeped in tradition with its sights set on the future. The company has significantly expanded its investment in the event and will showcase its baking technology in an entirely new way. AB Mauri’s 2,000 square-foot booth will feature a unique virtual reality experience showcasing baking in a whole new way. Told through the eyes of an 11-year- old girl presenting to her classmates, the story takes viewers outfitted with virtual reality headsets on an immersive, 360-degree journey through the baking experience, from yeast propagation to mixing, baking and beyond.
“We are a company that is truly passionate about baking,” said Mark Prendergast, president, AB Mauri North America. “Our team looks at baking through a different lens, so there’s no better way to show that off than through virtual reality designed to engage attendees and inspire them about the baking industry.”
In addition to an in-depth, behind-the- scenes five-minute documentary that showcases the ‘Mauri Model’ – the company’s spirit of collaboration with its industrial and artisan bakery partners – the booth will also feature:
• Artisanal bread sampling featuring four Aromaferm™ cereal ferments
• An interactive swipe screen displaying details about AB Mauri‘s global presence
• An iSnap photo booth allowing attendees to share their IBIE experiences via social media
• A high-end coffee bar featuring cappuccinos, lattes, salted caramel mochas and more
• Sweet treats from TLC’s Next Great Baker and AB Mauri baking ambassador, Lia Weber, who will also host a cake decorating demonstration in the America Cake Decorating Demo Theater Sunday, Oct. 9
“This year, we have not only expanded our presence but will also triple our impact,” said Rick Oleshak,
vice president of marketing, AB Mauri North America. “We are a company focused on baking technology and committed to finding the right solutions to the challenges facing our customers, both now and into the future. Our presence at IBIE will reflect this commitment.”
Visitors will be able to sample four artisanal breads baked with the company’s new Aromaferm™ products, including Wheat & Malt Ferment 110, Durum Ferment 110, Wheatgerm Ferment 155 and Liquid Wheat & Malt Ferment 90.
“We introduced AB Mauri’s Aromaferm cereal ferment products earlier this year, which allow bakers to create authentic flavors and delicious textures in a variety of breads – quickly, easily and cost – effectively,” said Marie Thomas, vice president of bakery ingredient innovation, AB Mauri North America. “We look forward to offering visitors to our booth a chance to sample a product line that is appropriate for both bakers and consumers in North America.”
The breads will be baked locally by AB Mauri’s own team of bakers and will be delivered fresh daily. During the event, AB Mauri will also highlight its best-known brand, Fleischmann’s Yeast, which will celebrate its 150 th anniversary in 2018 and is also the “official yeast” of the PMQ Pizza Village located in the Central Hall, #11318. AB Mauri is also the lead sponsor of the digital application for the IBIE event.