Host Milano Expands to Introduce New US Tradeshow – CoffeeTalk

Fiera Milano, the organizer of Host Milano, an exhibition for the hospitality, foodservice, and food retail sectors, is expanding its brand internationally through new collaborations. Following the introduction of Host Arabia in the Gulf region in December, the organization has announced a partnership with the North American Association of Food Equipment Manufacturers (NAFEM) to establish Host America.

Host America is designed as a new platform to connect international businesses with the U.S. hospitality market. The inaugural event is scheduled for February 11-13, 2027, in Orlando, Florida, and will coincide with The NAFEM Show, a trade event for foodservice equipment in North America. This collaboration aims to leverage Host’s international reach and NAFEM’s established presence in the U.S. market.

Data from ExportPlanning for Host Milano Observatory indicates growth in U.S. imports within Host’s core sectors, rising from €22.5 billion in 2019 to a projected €27 billion by 2029. This growth is attributed to demand for professional equipment, particularly in areas such as gelato, coffee, and  bakery.

Italy plays a notable role in this market, ranking as the seventh-largest global supplier to the U.S. and the leading supplier among European Union nations. Italian exports to the U.S. in these sectors increased from €395 million in 2019 to €689 million by 2025, representing a compound annual growth rate (CAGR) of 9.7%. Italian market share is particularly strong in bakery and pastry equipment, accounting for 28% of U.S. import demand. Exports of gelato equipment and refrigeration technologies also saw significant growth, quadrupling from €71 million to €286 million between 2019 and 2025, with an annual growth rate of 26.1%

Host America will focus on specific sectors, including coffee equipment and vending technologies, gelato equipment and refrigeration, furniture, tableware and hospitality design, and bakery and pastry equipment. These areas are identified as critical components of the professional hospitality industry experiencing growth in the U.S.

Through Host Arabia and Host America, Fiera Milano is expanding the Host brand into what it identifies as high-growth potential markets. The aim is to create a network of international events in Milan, Riyadh, and Orlando, intended to integrate opportunities across these markets.

The next Host America event is scheduled for February 11-13, 2027, in Orlando, Florida, concurrent with The NAFEM Show. The 44th edition of Host Milano is set to take place from October 22-26, 2027, in Fiera Milano.

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