AB Mauri virtual reality baking

 

AB Mauri North America will have a 2,000-square-foot booth at the International Baking Industry Exposition in Las Vegas Oct. 8-11, which is three times the size of its booth space at previous IBIE events.

The booth will feature a virtual reality experience that showcases baking. Told through the eyes of an 11-year-old girl, the story will take viewers outfitted with virtual reality headsets on a 360-degree journey of the baking experience.

“We’re a company that is truly passionate about baking,” says Mark Prendergast, president of AB Mauri North America. “Our team looks at baking through a different lens. So there’s no better way to show that off than through virtual reality designed to engage attendees and inspire them about the baking industry.”

Booth visitors also may sample artisanal bread baked with the company’s new Aromaferm products, including Wheat & Malt Ferment 110, Durum Ferment 110, Wheatgerm Ferment 155 and Liquid Wheat & Malt Ferment 90.

“We introduced AB Mauri’s Aromaferm cereal ferment products earlier this year, which allow bakers to create authentic flavors and delicious textures in a variety of breads — quickly, easily and cost-effectively,” says Marie Thomas, vice-president of bakery ingredient innovation for AB Mauri North America.