"In recent years, the number of visitors to IBA has dropped very significantly, with 26% fewer visitors between 2018 and 2023. This is undoubtedly the main reason for our non-participation," says CEO Martina Kornfeilová
and adds: "This year's concurrent holding of Bakery China, which is becoming the new meeting point for the global baking community, does not suggest that the situation at IBA will improve." He then cites the new geopolitical situation affecting international trade and mobility of goods as another reason.
The trade fair form of presentation has proved less effective in recent years than it used to be. "When comparing the costs associated with participation in trade fairs and the actual business opportunities gained, the balance does not speak in favour of this format," says Sales Director Štefan Grznár. "That is why we have strategically decided to invest our resources in more economically interesting activities." Grznár concludes the reasons for the company's non-participation at IBA.
Instead of Düsseldorf, we will meet in Cejč
Kornfeil is certainly not going anywhere, quite the opposite. It wants to be closer to its customers than ever before. "We have decided to focus on direct communication with our customers. Whether through digital platforms or, above all, through face-to-face meetings," Kornfeilová explains her new communication strategy.
"That's why we built a new test bakery, THE LAB BY KORNFEIL, where a pilot workshop with industry leaders Alejandro Luna and Jonny Pisanelli took place as early as January 2025," Kornfeilová gives an example of one of the activities that customers can use not only to test the robust ovens from Čejč, but also
to better understand the company itself. This is the first step towards the long-term goal of building community and developing Cheech as a centre where bakery personalities from all over the world like to come.
"Of course, we understand that we cannot get everyone to Cejč, so we regularly go directly to our customers in their bakeries and production facilities," adds Sales Director Štefan Grznár.
In addition, thanks to personal meetings directly at the production site, Kornfeil is able to respond flexibly and adapt to the individual needs of bakers. It is these activities that Kornfehl wants to build on in the future.