Coffee from A to Z. If at the 42nd edition of HostMilano (at fieramilano, from 22 to 26 October 2021) one of the historical protagonists of the event could not be missing, this year the world of coffee will have one more reason to be present in the pavilions of Rho Fair. A presence in great style, that of the most widespread drink in the world, which, as demonstrated by the partnerships between the two events with the most important national and international trade associations, will enable the spotlight to be turned on the restart of the entire coffee supply chain: from raw materials to roasting, from coffee grinders to espresso machines, and cold brew; a road from vending to cup, to get to the finished product in all its forms, including large-scale distribution.

“I am very optimistic about the future of our sector, even if it will be different”, says Jim Jackson, President of CAMA, the Canadian Automatic Merchandising Association, who underlines how the spread of smart working will have more than an impact on the sector. “In particular, I see numerous growth opportunities in the Micro Market, Vending and Coffee segment. Many companies will invest in better working environments and "coffee programs" than in the past, to reward their employees for the difficult months that many have experienced ". To characterize the Next Normal will be the use of technology, an indispensable tool for anyone who wants to innovate. “True, many suppliers have worked hard to create new opportunities to compensate for the loss of their traditional vending or coffee business. Thus, vending machines were marketed to sell protective supplies such as face masks and hand sanitizers, ”adds Jackson. Now, however, the time has come to return to the old know-how, satisfying the new needs of consumers. “The use of technology to buy coffee or the product for sale has been promoted, as have touchless systems. We were all encouraged to pay by credit card, debit card or phone app. " But the most interesting thing, concludes the manager, is another: “The massive spread of new payment systems has shown many operators that investment in this type of technology provides a significant increase in sales. A lesson that will certainly benefit our hi-tech providers when business returns to normal ”.