KANSAS CITY, MO — When a show as big as the International Baking Industry Exposition (IBIE) only comes around once every three years, connecting with as many prospective attendees as possible is essential.
To get the word out about everything the Baking Expo has to offer, bakers with significant social media presences lend their insights and reach to ensure more people are aware of all the show has to offer. These influencers, identified as top-tier social media content creators with more than 15,000 followers on at least one platform, create and share content to promote IBIE before and during the show.
“IBIE is like a baker’s version of Disneyland in terms of the energy, the innovation, the people,” said Matthew Duffy, a baking professor and chef. “It’s the one place where the entire industry comes together: artisan bakers, equipment manufacturers, ingredient suppliers and everyone in between.”
Yet these bakers are not just promoting the show to their respective audiences. They also share their knowledge by participating in IBIEducate’s more than 250 learning opportunities.
Learning from the pros
Chef Sebastien Canonne, MOF, founder of The Butter Book, a digital training platform for baking and pastry production, is presenting on three different topics through IBIEducate: “Fundamentals of Creamed Batters,” “Basic of Base Temperature Methodology” and “Indian Naan Bread.” With an array of sessions, his goal is consistent across all sessions.
“We want them to walk away with tools and insights they can apply right away in their own kitchens or production facility,” Sebastien said. “Not just inspiration, but confidence and clarity.”
Similarly, Matthew hopes that during his presentation, “Mastering Rye: From Grain to Loaf,” bakers of all levels in the industry leave with the confidence and skillset to integrate rye at any scale.
“I want them to understand not just how to work with rye but why it behaves the way it does so they can troubleshoot problems and create consistently great bread,” he said.
During “Turning Buttercream Basics into Big-Time Views,” Greg Mason, owner of Treat Yo’ Self Bakery in Wilson, NC, hopes to give retail bakers the confidence and guidance to make great digital content while balancing everything else that comes with running a business.
“I hope people feel encouraged, like it’s something attainable they can actually do,” he said. “You don’t need all this fancy equipment or the perfect skills to make content.”
For Greg, the jam-packed schedule and inspiration found across the show makes the Baking Expo the ideal space to offer his perspective to industry peers.
“It’s a perfect opportunity to offer something approachable and relatable that they can take home right away and apply to their everyday lives,” he said.
Tips for first-time attendees
For those heading to the show for the first time, Sebastien advises being open to experience every opportunity. Doing so, he said, could pay a great dividend to bakeries for years to come.
“Whatever you do, be intentional but also stay open,” he said. “There are a lot of things people don’t take advantage of. Plan to attend sessions that fill gaps in your team’s knowledge, and sessions that inspire you to rethink your operation or allow you to discover new ideas.”
In addition to planning a schedule and leaving some wiggle room for the unexpected, Matthew encourages first-timers to network with intention.
“Don’t be shy,” he said. “Introduce yourself, ask questions and make connections. The people you meet here can become collaborators, mentors or even lifelong friends.”
From spreading the word to offering valuable wisdom, participating in IBIE in this capacity is one way baking experts are supporting the future of the industry.
“Baking is a craft built on community,” Matthew said. “Every time I teach, I also learn from questions, from other presenters, from seeing how different people approach similar challenges. That exchange of knowledge is what keeps the industry moving forward.”
