A World of Difference:
AB Mauri Plans to Make Debut Splash at IBIE 2007
Chesterfield, Missouri… August 24, 2007 … Fleischmann’s Yeast and sister division Innovative Cereal Systems will celebrate their parent company, AB Mauri, at this year’s International Baking Industry Exposition (IBIE) in Orlando, Florida, October 7 - 10. For the first time since AB Mauri was formed in 2004, the North American region will exhibit under the global AB Mauri brand name with Fleischmann’s Yeast and Innovative Cereal Systems playing supporting roles.
AB Mauri, Fleischmann’s Yeast and Innovative Cereal Systems will exhibit under one roof at booth number 2312. The booth features a modern, contemporary design anchored by the AB Mauri orange, brown and burgundy tones. In addition, AB Mauri will sponsor the International Hospitality Lounge to help welcome industry colleagues from across the globe as well as customers at a by-invitation-only cocktail reception in the Lounge on Monday evening.
“Fleischmann’s Yeast and Innovative Cereal Systems are strong, trusted brand names in North America, and we want to leverage their strengths by introducing the bakery industry to AB Mauri – a strong global brand. Our goal is to educate our customers that we are part of a larger global network of technical expertise and innovation excellence,” says William McKeown, vice president of marketing and technical development for Fleischmann’s Yeast.
Fleischmann’s Yeast will showcase four new dough improvers from its AB Mauri line of bakery ingredients. The four new dough improvers are ABM 36 Enzyme Softener, ABM 25 Natural Dough Conditioner, ABM 50 Full Dough Concentrate and ABM 310 Gluten & Emulsifier Enhancer. The new dough improvers are the result of technical collaboration between the company and its sister division, Innovative Cereal Systems. In addition, the company will feature Baker’s Best yeast for frozen dough applications and Baker’s Select, a high activity yeast with excellence shelf life characteristics.
AB Mauri is a global family of yeast and bakery ingredient companies operating through six geographic regions. AB Mauri North America covers the United States and Canada with two divisions, Fleischmann’s Yeast and Innovative Cereal Systems. Fleischmann’s Yeast sells yeast under the Fleischmann’s Yeast brand name as well as bakery ingredients, including dough improvers, leaveners, tablets, mold inhibitors, vinegars & acidulants, syrups & malts and grain blends, under the AB Mauri brand name. Innovative Cereal Systems sells custom-designed enzyme blends under the Rotox, Softase and Fermentase brand names.
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