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HOST2021 Celebrates the relaunch of the on-trade

Renewed table settings, precious fabrics and perfect utensils, but also a lot of technology, including contract, tableware and furniture. The tableware of the coming years will have to focus on design and “green”. All the big names in the sector have understood this – from Bormioli to Sambonet, from Tognana to Rosenthal, from Dibbern to Costa Group, from Pedrali to Zucchetti Horeca – and it is no coincidence that they have already confirmed their presence at HostMilano (at fieramilano, from 22 to 26 October 2021), the event that, “in presence” and in complete safety, will provide a stage for all the innovations in one of the most dynamic segments of the entire universe.

At Host all the trends of the new normality

Aesthetics and innovation, safety and technology, contaminations linked to the world of cooking, lifestyle and nature. For the entire tableware segment, new times call for the ability to innovate, the use of materials that are increasingly based on sustainability, respecting the environment, health and safety of the chemical products used. In tableware, for example, the hospitality industry is looking for new catering concepts with novel solutions for new gastronomic experiences; hence the production of premium tableware with versatile designs and materials, with fresh, bright colours that evoke “handmade” atmospheres. The “green” sign, driven by the desire for open air convivial experiences, will also be the solutions designed for outdoor furniture. The reason? There has been a huge increase in the contract sector’s interest in renovating hospitality facilities. The long-awaited return to conviviality will lead to an even greater appreciation of being in a different environment from one’s own home, where one can be pleasantly pampered and amazed. Hence the search for new concepts for every type of accommodation facility, capable of involving not only the internal parts (from bedrooms to common areas, thanks to the massive use of Internet of Things and Artificial Intelligence), but also the external ones. The reason? The outdoor spaces of hotels, restaurants and bars, which are mainly used in the summer, now need to be reinvented thanks to solutions that can improve customer reception and lengthen seasonality.  

And technology will increasingly rhyme with eco-sustainability. One example? The use of plastics for interior and exterior furnishings, materials such as 100% recycled polypropylene or polyethylene (also 100% recyclable and extremely durable. even used for nautical buoys in the middle of the ocean). Another trend that is very topical is digital applications. There are now countless management solutions designed for online bookings via website or App or the use of totems, multimedia kiosks and intelligent monitors for communication between the dining room, kitchen and customers (and, due to the delivery boom, even riders). Not to mention that digital can be the greatest ally of sustainability, avoiding waste, reducing paper receipts and in some cases even calculating the real need for stocks based on the use of raw materials needed to make each dish.

Tableware in pole position for a new start 

If the world of professional hospitality as a whole has already begun to get back on its feet, one of the sectors that have been better prepared than others for the moment of reopening is Tableware. Just to give an example, the data provided by ExportPlanning underline a double-digit growth in world trade for the segment already in the first quarter of 2021 (+11.1% compared to the first quarter of 2020, while compared to the first quarter of 2019 the increase stops at +5.7%). Italian exports of furniture and tableware are also on the upswing, with a recovery of more than 11 percentage points in the first three months of this year compared to the first quarter of 2020, and more than 5 points compared to 2019 levels. Equally comforting data also comes from the projections for the period 2021-2024, for which, based on the International Monetary Fund’s World Economic Outlook, tableware is expected to grow by an average of +5.7% per year in terms of world trade, and by +3.5% in terms of Italian exports.

The entire fair, in safety and in presence  

The place-to-be for the various hospitality supply chains, the ideal place to meet the key players in the sector, both Italian and international. The objective: to closely observe innovation and future technologies, but also to outline together the scenarios of the new normality. In order to guarantee maximum safety for exhibitors and visitors, the Safe Together safety protocols, already tested last September, will be in force during the five days of the fair, including the numerous structural interventions carried out in the physical space of the exhibition centre ( A further networking opportunity will be offered by the mymatching platform, the virtual appendix with open agendas and pre-scheduled appointments with selected exhibitors, which will allow to meet the large number of hosted buyers (about 600 to date) expected in Milan thanks to the continuous support of ICE/ITA Agency; in addition to them, there will also be those who will arrive in the halls of Rho Fiera thanks to the many partnerships signed with some of the most important international associations in the sector. But that’s not all, because the simultaneous holding of TUTTOFOOD, the leading event in the agri-food ecosystem, will allow buyers to exploit the synergies existing between two highly complementary sectors such as agri-food and hospitality. Expanding the potential for hybridisation will also be, on the same dates, MEAT-TECH, the event dedicated to technologies for meat processing and ready meals.

Innovation makes a stop at Host: SMART Label returns

Business, but not only. This year, more than ever, the overall offer of the event will focus on hundreds of appointments covering all macro-areas, designed specifically to train and inform the large audience of exhibitors, buyers and stakeholders present in the halls of Rho Fiera.

As always, the unmissable appointment with innovation in all its forms will be the SMART Label – Host Innovation Award, the competition open to all innovative companies; organised by Fiera Milano and HostMilano in collaboration with POLI.Design Consorzio del Politecnico di Milano and with the patronage of ADI – Associazione Italiana per il Disegno Industriale (Italian Industrial Design Association). Many trends emerged this year among the 79 candidates submitted (more than half of the aspiring winners came from the Food Service Equipment sector), including energy saving; use of green materials and solutions; attention to the hygiene of materials and surfaces; technological solutions that simplify product use thanks to more immediate user interfaces; and attention to product customisation and personalisation. There are three categories “in the race”: Innovation SMART Label, dedicated to products with a high innovation content; Green SMART Label, the award for products that stand out for innovation with respect to the sector’s trend in terms of energy saving; and the SMART Label award dedicated to products capable of bringing about significant developments in the company’s reference sectors. In addition to the three awards, there will be 5 special mentions proposed by judge Iginio Massari.
The Digital Talks will also be back in collaboration with seven in-depth seminars aimed at architects and experts in the sector looking for opportunities for professional updating. The meetings will focus on highly topical issues such as the use of big data, the analysis of new urban scenarios, the evolution of the concept of luxury, and the applications made possible by new technologies; all indispensable for providing professionals in the sector with solutions and applications characterised by an innovative and user-centred approach.

Events: the latest new entry is the SCA championships

Among national and international contests and competitions, show-cooking, seminars and in-depth meetings in the presence of the best baristas, master pastry chefs and top chefs, the latest new entry on the menu to mark in your diary concerns the agreement reached with the Specialty Coffee Association (SCA), the association that represents thousands of coffee professionals worldwide. A partnership that, thanks to the holding of the SCA 2021 championships – World Barista Championship, World Brewers Cup and World Cup Tasters Championship – within the event, marks the return in style of coffee at HostMilano.
Finally, after the success of 2019, don’t miss the new edition of “Pasticceria di Lusso nel Mondo” by Iginio Massari; the concept conceived by the Master of Italian and international pastry that will bring together some of the most important pastry interpreters in the world, called to confront each other through performances and debates on the future of the world of pastry in the New Normal.

Tickets for the event, which can be purchased online at, also give access to TUTTOFOOD and MEAT-TECH. It will be possible to enter the exhibition centre directly with the pre-sale receipt with QR Code received by e-mail (the pre-sale service will be active until the last day of the event).

For further information:, @host.fiera.milano