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Digitale Intergastra 2021: Manchmal muss Tradition neue Wege gehen

Digital Intergastra 2021: Sometimes tradition has to break new ground

Restaurateurs, hoteliers and rock fans from the south used to make pilgrimages to the mountain

With a hall capacity of almost 120,000 m², the eighth largest trade fair in Germany in the Baden-Württemberg state capital of Stuttgart can look back on an extraordinarily long, eventful and eventful history. Founded in May 1940 and thus in the middle of the Second World War with its original name "Stuttgarter Ausstellungs GmbH", the trade fair, which was shortly afterwards renamed "Stuttgarter Messe- und Kongressgesellschaft", resided on the Killesberg in the district of the same name for almost 70 years and until 2007 Stuttgart-North. In the 1950s, the cradle stood on the 383 meter high hill, which was still used intensively for viticulture in the early 19th century and near which the Weißenhof and Kochenhof settlements were built in the 1920s and 1930s popular trade fairs that are still held regularly, but at the new location in Leinfelden-Echterdingen. In addition to the traditional "Südback" and "Süffa" for the bakery and butcher's trade, these also include the "International Trade Exhibition for the Hotel and Restaurant Industry", which was held for the first time in 1958. In the same year, the then world-famous king of rock'n'roll, Bill Haley, gave a rapturously celebrated performance on Killesberg, which is now known for its approx. 50-hectare Höhenpark.
Intergastra has been an integral part of Messe Stuttgart for decades
Intergastra, the international trade fair for cafés, catering, gastronomy, hotels and confectionery, made its debut at the new Stuttgart trade fair center near Stuttgart Airport, which was inaugurated in October 2007 and expanded by the 14,600 m² "Paul Horn Hall" between 2016 and 2018 downright bravura and a lot of attention in February 2008. The 24th edition of the trade fair for the restaurant, hotel and confectionery trades in southern Germany welcomed over 700 exhibitors from 17 countries and around 71,000 trade visitors in just four days. Intergastra has retained its excellent reputation as a globally renowned innovation and trend fair with a particularly extensive and varied full range for all relevant areas of gastronomy. Whether food and beverages, raw materials and finished products, work and operating technology, equipment and facilities for hotels and restaurants as well as industry-specific services and printed products: The products from the partners and sponsors of the hotel and restaurant association "Dehoga" and the state guild association of confectioners Baden- Württemberg remained by far the most important industry meeting place in the years to come. In 2020 there were even around 1,400 exhibitors and around 100,000 trade visitors at Intergastra.
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  • The digital special fair does not mark the beginning of a new era

    Contrary to the actually two-year trade fair rhythm for holding the Intergastra, those responsible for the Stuttgart trade fair surprisingly announced as early as November 2020 an unscheduled Intergastra 2021 for mid-March of this year. As "Intergastra digital", this year's trade fair is intended to bring the industry together purely virtually and online and, as an innovative format appropriate to the adverse circumstances, to ensure important cohesion in difficult times. The online platform developed together with the Dehoga Online Academy Baden-Württemberg is intended to supplement the next Intergastra, which will hopefully take place regularly again in 2022 and with physical presence. In addition to the presentation of new products, there will also be digital events with a focus on "Services & IT". , "Furnishings & Tableware", "Drinks", "Gelatissimo" (ice cream), "Coffee & Confectionery", "Kitchen & Food" and "Outdoor.Ambiente.Living". The organizers are well aware that such a digital event cannot replace the haptics and sensors that are essential for gastronomic innovations. However, in view of the continued increase in the number of infections worldwide due to the pandemic, it would be highly irresponsible to hold a face-to-face trade fair this year.

    New circumstances call for such ideas: but the exchange remains

    Thus, the digital Intergastra 2021 should not be seen as the prelude to a future annual staging of the trade fair like the Hamburg "Internorga", which competes for the same audience, but as a unique interactive live event for the entire hospitality industry, as the facility manager Markus Tischberger recently pointed out at an online conference to present the project. Strictly speaking, the concept of Intergastra 2021 is ultimately also a concentration on the basic idea of ​​the trade fair: Personal exchange and knowledge transfer are no longer taking place face-to-face as was previously the case, but are conveyed via screens and monitors. In live chats, the short, medium and long-term perspectives as well as problems after the lockdown are to be discussed and flexible solutions for the suffering industry are to be sought together. The announced guests and discussion partners include the well-known barista Christian Ullrich in the "Coffee Morning Talk" every day at 10 a.m., the futurologist Hanni Rützler, the DEHOGA chairman of Baden-Württemberg Fritz Engelhardt, the restaurateur and initiator of the "Fair Job Hotels" association Alexander Aisenbrey and the FDP member of parliament and tourism expert Marcel Klinge.

    Like the events this year, the Intergastra tickets are only available online

    Representatives of the Association of German Chefs, the Association of Executives in Sales and Marketing HSMA and the trade association “Food & Beverage Management Association (FBMA)” will also be present virtually. In addition to the "Coffee Morning Talk" every morning, the vidcast with the wistful name "The Little Pub" also takes place every day with changing guests and topics. On Monday, March 8, 2021, the topics of discussion at the purely digital Intergastra will be the change in team culture, the power of associations, the hospitality industry in politics, retail and gastronomy, and a wine tasting with Konstantin Baum. On Tuesday, March 9th, the panel discussion and presentations will deal with the new working models in gastronomy as well as with hotel design, micro-apartments and the rapid development of food photography. The third and last day of the fair, Wednesday, March 10, 2021, will be about amusement parks and event gastronomy of the future, Corona and the consequences of the pandemic for gastronomy . Intergastra tickets can be purchased for all events on the website of Landesmesse Stuttgart GmbH. extensive-program-for-intergastra-digital/ extensive-program-for-intergastra-digital/
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