The International Baking Industry Exposition, or “IBIE”, was held at the Las Vegas Convention Center during September 8-11, 2019. Shanghai Hi-Road Food Technology Co. Ltd made a debut on the international platform for the baking industry with a renewed image and attracted trade visitors from around the globe.

Founded in 1920, jointly sponsored by the American Bakers Association, the Bakery Equipment Manufacturers and Allieds and the Retail Bakers of America, IBIE is the most influential event in the baking industry in North America and almost represents the future trend of the global baking industry. Every three years, bakers from all over the world gather at IBIE, the grand industrial meeting.

Since our founding, driven by globalization, Shanghai Hi-Road Food Technology Co. Ltd has proactively sought growth and development in the Southeast Asian and South Asian markets. At present, our overseas marketing network has stretched to Thailand, Vietnam, Malaysia, Indonesia and other Southeast Asian countries. We set up Shineroad Foods (India) Private Ltd., or “Hi-Road India”, whose non-dairy cream products have become renowned locally in India.

Expansion to the North American market is an important move for Hi-Road in implementing its globalization strategy. Hi-Road sent a highly capable team to prepare for the Expo and to make local bakery market research, which was formed by colleagues from Overseas Business Department, the Applied Research and Development Center and the Enterprise Planning Center of Yipu Consultancy, a subsidiary of Hi-Road.

In terms of booth setting, Hi-Road took on a brand new image, exhibited fine products, invited visitors to taste samples and gave professional technical presentations, all of which attracted trade visitors to our booth to talk with us and were credited by the organizers.

Highlight 1: Exhibiting fine products

The overseas cream brand “Merrylady” was the main products Hi-Road promoted. The Merrylady cream series were named according to their colors and flavors, and the Blue, Red, Orange, Chocolate series were favored for their low fat and low calorie, winning positive remarks. Freezer products made from Merrylady cream propelled visitors to stay and ask questions.

Highlight 2: Taste tests of delicious products

Bakers from Yipu Consultancy, a subsidiary of Hi-Road, gave wonderful demonstrations and visitors marveled at the sour creampuffs and the cream sponges at taste tests.

Highlight 3: professional consultation

The outstanding colleagues at the Overseas Business Department answered every visitor’s questions with a smile, professionalism and patience, and conveyed Hi-Road’s philosophy of inclusiveness.