iba is the world's leading trade fair for bakery, confectionery and snacks — and in 2027 it returns to its traditional home in Munich after the Düsseldorf edition. In 2025 it drew 985 exhibitors from 46 countries and 49,115 visitors from 149 countries; on show is everything from the artisan oven to the industrial line, plus ingredients, packaging, shop fitting and coffee. For five days people bake, taste and demonstrate. We photograph and film so you can smell the bread.
All prices plus VAT · delivered within 24 hours · max. 4 exhibitors per show day · See all packages & details
| Dates | Sunday 24 to Thursday 28 October 2027 |
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| Venue | Messe München, Am Messesee 2, 81829 Munich |
| Frequency | Every two years, five days; 2025 in Düsseldorf, 2027 back in Munich |
| Profile | World's leading trade fair for bakery, confectionery and snacks: ovens and baking technology from artisan to industrial, raw materials and ingredients, refrigeration and proofing, packaging, shop fitting, coffee and snacks — 2025: 985 exhibitors from 46 countries, 49,115 visitors from 149 countries |
| Audience | Visitors are bakers, pastry chefs, restaurateurs, café and hotel operators, industry and food retail; live baking, competitions and tastings on many stands; opens on a Sunday |
| Our travel time | About 5 hours by ICE from Essen — travel and overnight stay are stated separately and transparently |
At iba people bake, and the camera stands in the middle of it: steam from the oven, flour in the air, warm light over the showpiece and cold hall light next to it. Bread and pastry live off crust, crumb and sheen — that needs side light and a white balance that keeps the crust golden brown and the flour not grey. We photograph baked goods with our own light, close enough for the texture, and fast enough that the bread still looks warm when the picture is done.
Ovens, mixers, dividers and proofing cabinets are the other subject: stainless steel, glass fronts, screens with baking programmes. We use polarising filters against the reflection, expose oven interior and front separately so the product behind the glass becomes visible, and photograph control panels without banding. Industrial lines on large stands are captured as a whole with wide-angle and shift correction, with details of conveyor, forming station and interface added.
The master baker scoring a baguette, the bread coming out of the oven, the glaze running over the cake: these moments are your best material for Instagram, website and in-store screen. We film demonstrations in short sequences — hands in close-up, oven as a whole, slow motion for flour and steam — and cut a 30-second highlight of the stand.
Tasting is a sales conversation: visitors trying, nodding, asking. We photograph such scenes documentary-style and without flash. We conduct interviews with your plant manager, application adviser or a baker who uses your equipment in English or German — visitors from 149 countries — with radio mics against the noise of the halls and subtitles in both languages.
iba opens on a Sunday; Sunday and Monday are full days with many artisan bakers who have time at the weekend. Tuesday and Wednesday bring the conversations with industry and retail, Thursday is quieter. We recommend a four-hour package on Monday or Tuesday: the hour before opening for equipment and stand architecture without visitors, then baking demonstrations, tastings and interviews. For large stands with several ovens in operation the full show day makes sense.
iba is held only every two years — the material from October 2027 carries you to the next edition. We take on no more than four exhibitors per show day; in our experience the Sunday and Monday slots go first.
Crust, crumb and sheen in side light with the right white balance — golden brown, not grey.
Stainless steel and glass front with polariser, oven interior exposed separately, control panels without banding.
Scoring, baking, glazing — hands close, oven as a whole, flour and steam in slow motion.
Equipment and stand architecture before opening, with no visitors in frame.
Trying, nodding, asking — buying conversations documentary-style and without flash.
Plant managers, application advisers and bakers with radio mic, subtitles in German and English.
A post with your stand (booth) while the show is still running gets seen and shared. That is why every package includes finished photos and video within 24 hours after the event ends — first images usually the same day. Two revision rounds included.
A sample from our production: the event recap for your website and LinkedIn — below it, native 9:16 footage for Reels, Shorts and Stories, shot in parallel with the main coverage.
Event recap · YOOZ
Event reel · izy
Brand event · YOOZ
Trade fair clip · Vapes Bars
Fixed prices, defined deliverables, predictable turnaround. All prices exclude VAT and include travel within North Rhine-Westphalia.
Add-on: On-stand interview + extended highlight video (approx. 90 sec.) €190
Payment: 50 % deposit on booking by credit card (Stripe link sent with the quote) or bank transfer, 50 % on the show day. No German VAT for non-EU companies; reverse charge for EU companies with VAT ID.
Capacity: maximum 4 exhibitors per show day — please reserve early.
Tell us the date, venue, stand size and what the images are for. You normally get a fixed-price quote within 24 hours, with no hidden line items.
We arrive with our own equipment, work discreetly around your stand, and never interrupt a conversation or a demo. Shot list agreed in advance.
Edited photos and cut video via a private download link — within 24 hours after the event ends.
From €990 plus VAT for two hours of photo and video on site with at least 30 edited images and a 30-second highlight video. Four hours from €1,490, a full show day from €1,990. Travel to Munich and any overnight stay are stated separately and transparently.
Yes. We work without flash, with short shutter speeds and from two to three metres away; your team keeps baking. Steam and flour dust are not a problem for us but the subject.
Yes. We use a polarising filter against the reflection of the hall and expose interior and front separately so the product becomes visible and the stainless steel does not burn out. Control panels are shown without banding.
Monday or Tuesday: full aisles, demonstrations with an audience and the hour before opening for equipment without visitors. Sunday is strong with artisan bakers, Thursday quieter and good for interviews.
Yes. Interviews, briefing and the entire engagement run in English — a large share of our trade fair clients come from outside Germany. Invoices with VAT ID for EU companies, no German VAT for companies outside the EU.
Send us your hall, stand number and the equipment or demonstrations you want to feature. We will propose a time window and a fixed-price quote.
We normally reply within 24 hours. For short-notice bookings during a show week, please call.
