The Bars, Coffee Machines, Vending sector, together with Coffee, Tea, is one of the most innovative segments at HostMilano. In this edition, advanced technology played a leading role, from highly digitized machines to high-quality raw materials.

“HostMilano is an institution in the coffee industry,” explained Giada Biondi, Communication Manager at La Marzocco, “and we are present to connect with partners and distributors from around the world. We have established contacts in Australia, New Zealand, Southeast Asia, as well as Thailand, China, Singapore, and Korea. There is interest in our coffee machines from every corner of the globe, as they blend design and technology.”

“Just like HostMilano, our company covers the entire coffee world, and it’s natural for us to be here,” added Pascale Capelle, Group Marketing Manager at Bianchi Industry. “We presented a hybrid OCS range for offices and shops, as well as hotels, small venues, or larger establishments, and launched a machine that will be on the market in 2024. We met with coffee roasters, distributors, restaurateurs, and major chains, many of them from Asia and Eastern Europe, as well as numerous Italians.”

Quality and innovation, from machines to beans

Coffee producers also expressed satisfaction with the international environment, as stated by Simone Favero, Regional Sales Marketing at Julius Meinl: “HostMilano is the most international fair in Italy for coffee, the right place to showcase our coffee with double organic and fair trade certification. We met many foreign visitors, particularly from the Middle East, in addition to our reference markets such as Austria, Eastern Europe, and partly the United States.”

Thanks to its international appeal, HostMilano is also the ideal place to introduce particularly new offerings to the market, such as Costa X, the new B2B concept from Costa Coffee. “We are known for our stores and innovative Costa Express machines,” explained Jazz Berry, Global B2B Marketing Manager. “Today, we are presenting right here a revolutionary innovation for hotel brands, restaurants, or workplace environments.”

The macro area, the successor to the historic SIC, the International Coffee Exhibition, invites out-of-home professionals to fieramilano in Rho from October 17 to October 21, 2025.