FEATURE researching the squeeze test A 5­


s the leading enzyme innovator in the baking industry, Novozymes wants its product solutions to


continuously enable customers to develop baked goods that truly stand out. This is why the company invests 14 per cent of its revenue in research and development – to ensure the company is first to market with creative and cost- effective solutions that empower customers to develop superior products with unique features and quality claims. In order to remain relevant, Novozymes monitors


industry trends to ensure that its solutions help customers to satisfy market demands and surpass industry standards. “To further increase our understanding of the


market for baked goods, last year we sponsored an unprecedented industry survey run by European Baker magazine,” said Pal Ladsten, Novozymes’ Regional Marketing Manager. “Focusing on the needs and concerns of European industrial bakeries, the key findings were revealed at a special industry summit in Greenland to some of the industry’s major players. The success of both the survey and the event, coupled with the invaluable industry


insight gained, encouraged us to continue to explore how we can build better business while meeting consumer demands.” As a result, representatives of


Europe’s largest industrial bakeries and bakery ingredient suppliers visited the Eden Project in Cornwall, UK, on June 1–3 for this year’s executive summit on future trends and


sustainability. This built on the success and momentum of the 2009 summit held in Greenland. This year’s focus moved to the retailer’s


perspective on sustainability and what drives consumer preference at the ‘moment of truth’ – that second when a strong brand can capture the consumer’s attention. The summit shared the results from this year’s industry survey and carefully balanced inspiring presentations, ranging from consumer trends to sustainability, with energetic roundtable discussions. This year’s industry survey was one of the largest


ever undertaken in the industrial baking sector with over 800 key industry representatives approached. The ability to innovate, consistent product quality, and the need for increased focus and requirements in relation to food safety were identified as the top three challenges facing industrial bakeries in the


European Baker Magazine - Digital Digest • www.worldbakers.com 5­


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