New interpretations of tradition, technologies enabling never-before-seen creative innovations, more conscious customers ready to experiment. It is a moment of great vibrancy that bakery is experiencing. We talk about it with Master Baker Francesco Arena, Ambassador of Taste and Ambassadeur du Pain. Who highlights how flatbreads, pizzas and schiacciate are now in the spotlight thanks in part to their ability to tell their story visually, especially on social media.

“Whether on blade or in a pan, with their ‘instagrammable’ appearance gourmet pizzas offer great visibility to an excellence of our territory,” Arena explains, emphasizing, however, that innovation must never betray tradition. “For me, the focaccia from Messina, which began as a poor man's dish, represents the perfect synthesis between past and present, thanks to new dough techniques and the reinterpretation of ingredients.”

The Master also addresses the importance of ancient grains, which characterize more than half of his production. “Working with ancient grains requires a different approach,” he says, “from the use of sourdough to the choice of larger formats.” However, thanks to the support of movements such as Slow Food it is possible to convey to the consumer the ethical value of a sustainable supply chain that respects farmers, millers and bakers: “Final quality comes through fair compensation to all those involved.”

Innovative technologies, which make the industry more accessible to new generations, play a crucial role in bakery too. “Refrigeration technology, for example, has eliminated the night shifts of the past, making this work more socially sustainable as well.” Francesco sees a positive future, thanks to increased media attention and health-oriented innovation: “We make products that give away joy.”

For Arena, curiosity and passion remain the pillars of growth, and HostMilano, at fieramilano – Rho from 17 to 21October 2025, is a unique opportunity for industry professionals to discover. “It’s an event where you touch new technologies and engage with the best Masters.”

An event that celebrates excellence in bakery by looking to the future thanks to a renewed dedicated area, MIPPP – Milano Pane Pizza Pasta, which this year is further strengthened thanks to a partnership with the SIPAN Consortium.