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VIP
BAKERY
INSPIRATION TOUR
PRODUCTION & RETAIL | INSIGHTS & OUTLOOKS
18-19-20 MAY 2015 AMSTERDAM | THE NETHERLANDS

EXPERIENCE INDUSTRIAL BAKING PROCESSES

Inside visit to leading dough-, bread- and pastry manufacturers
SECURE YOUR INGREDIENTS
Learn how to achieve softness, shelf life, taste and much
more, using unique ingredients
SECURE YOUR KNOWLEDGE
Find out the latest insights & outlooks on the international
baking & food business market
CRAFTMANSCHIP
Learn the secrets of baking & taste from international experienced artisan craftsmen
BAKERY RETAIL
Discover the hottest retail bakery models

TABLE OF CONTENTS
VIP BAKERY INSPIRATION TOUR

PROGRAM BY DAY

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Sunday / Arrival
Monday / Fresh, craftsmanship, vision
Tuesday / Inspiration, dough, franchise and international
Wednesday / Industrial franchise and prebaked bread, bakery education

TOUR GUIDES

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AMSTERDAM 15

HOTEL 17

PROGRAM HEADLINES

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SPOUSE PROGRAM

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FEE 21

VIP BAKERY INSPIRATION TOUR

Do you want to learn how to differentiate your bakery business?

The vibrant and bustling city of Amsterdam is full of culture and history. It also has a perfect balance of high-quality bakery products and contemporary retail, whilst preserving
craftsmanship and taste. The entire country of the Netherlands is like that: a small Kingdom in the world, an impressive source of bakery knowledge and diversity.
Join us on an exclusive VIP-only Bakery Inspiration Tour on 18-19-20 May 2015 in Amsterdam and the rest of the Netherlands. This tour will be an enriching, learning and
entertaining experience in the Netherlands. With First-Class accommodation, luxurious
coach and fine dining experiences.
This Bakery Inspiration Tour is the perfect way to experience the latest in the bakery industry throughout the supply chain. During this 3-day tour we will visit about 15 leading
companies and organizations operating within in the bakery business.

Our seniors will answer all your questions

VIP ABOARD
The tour is especially designed for international entrepreneurs from emerging markets,
who want to grow or invest in the Bakery Industry. Preferably senior executives and
leading entrepreneurs that stand out in their respective field.

PROGRAM BY DAY
We have composed a wonderful but also a very full program for you. This way we want
to ensure the maximum return on your participation in this tour. Besides that we are still
developing the program. The program is subject to change.
SUNDAY / ARRIVAL
On Sunday May 17th, we are looking forward to meeting you upon your arrival at Amsterdam Airport Schiphol. Of course we will ensure a carefree transfer to our hotel in the
city of Amsterdam.

Hotel Andaz Amsterdam Prinsengracht *****

In the evening we will organize an informal meeting for all our guests. During this meeting we will introduce you to the other participants and our tour guides. We will also explain the program for the next days and the practical details of the tour.
MONDAY / FRESH, CRAFTSMANSHIP, VISION
The tour on Monday May 18th, will be all about fresh baked bread and artisan craftsmanship. We would like to introduce some of the visits on this day.
We will start this day with a visit to the largest privately owned artisan bakery of the
Netherlands with over 50 shops. The owner will tell us about his strategic choices and
how he puts them into practice in his business and shops.

Largest artisan bakery in the Netherlands

Afterwards we will visit a unique fresh market: a new and distinctive part of a famous
Dutch hotel chain. A beautiful store with its own bread, meat (from its own farms), fish,
cheese, tea, wine and vegetable section. Customer experience, quality and service are
key within this concept. You will discover the strategic smart combination of a fresh food
store and a hotel chain.
We also plan to visit IKEA in Delft (amultinationalgroup of companies that designs and
sellsready-to-assemble furnituresuch asbeds, chairs anddesks. As of January 2008,
it is the worlds largest furniture retailer. Vision: To create a better everyday life for the
many people. The business idea; We shall offer a wide range of well-designed, functional
home furnishing products at prices so low that as many people as possible will be able
to afford them). Ikea in Delft is the European test store for the modern Western European
consumer. From May 1st, the worldwide chain will test a complete artisan bakery within
the store at its location in Delft. If successful it will be copied to all Dutch IKEA stores at
first and later on to the stores in the rest of the world.

Largest artisan bakery in the Netherlands

Our next stop is in Rotterdam at the new architectural icon of this largest port of Europe:
the Market Hall. It brings apartments, a large market, restaurants, food shops and a supermarket under one roof. This is unique in the world. The base of the 39-meter Market
Hall is an enclosed indoor market with 100 stalls and on the roof there are 228 homes.
There are 7 bakeries in the Market Hall, each of them with a different business model.
Subsequently, we will visit Sonneveld, the supplier of an extensive assortment of bread
improvement agents, bread and pastry mixes and release agents. These products are
supplied to artisan as well as industrial bakeries. An important part of their turnover
is earned through export to countries in Europe, the Middle East, South America and
South East Asia. The company is market leader in the Netherlands. Here we learn how to
achieve softness, shelf life, taste and much more, using unique ingredients.
Part of Sonneveld is the European Bakery Innovation Centre (EBIC), an open innovation centre for parties in the European bakery chains: raw material suppliers for bakery
goods, bakery equipment manufacturers, bakeries, retail, food service, bakery ingredient producers and European governments.
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EBIC is open to intensive cooperation between universities, research centres, partners

and suppliers in order to achieve innovative concepts.

European Bakery Innovation Centre

Through EBIC, Sonneveld wants to add value to the European bakery chains by creating,
sharing and implementing knowledge and expertise, with the consumer as cornerstone.
Fields of activity are: Innovation & Development, Application centre, Customer centre,
Market knowledge. Here we learn about the latest insights & outlooks on bakery products and processes.
We conclude this tour day at the former Royal Leather factories, where the only official Master Boulanger and Master Pastry Chef of the Netherlands recently started his
new bakery and shop. This famous Dutch bakery TV host is renowned for his extensive
knowledge of and craftsmanship on pure bread and pastry. Amongst much more, he
was founder of the Dutch Pastry Team, visiting professor of international master classes
in the USA at the World Pastry Forum, European champion best barbecue dessert and
during the 2008 Summer Games in Beijing, he was responsible for the desserts at the
Holland Heineken House.
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He will share his passion for bread and pastry with us. And you will learn how terroir
of ingredients influences the taste of the final product.(Wikipedia: Terroir is the set of
special characteristics that the geography, geology and climate of a certain place, interacting with plant genetics, express in agricultural products.)
During our dinner in Amsterdam you may want to fasten your seatbelts for a speech of
a highly acclaimed trend watcher, author and speaker with roots in India, Latin-America and Europe. He researches financial, social, cultural, economical, technological and
spiritual trends and interprets these for an array of clients. He is the writer of the book
The Future of Food and is a much sought-after, international speaker for strategy sessions and other business gatherings. He is captivating, stimulating, visionary, humorous, inspirational, challenging and accessible.
TUESDAY / INSPIRATION, DOUGH, FRANCHISE AND INTERNATIONAL
The tour on Tuesday May 19th, will be all about inspiration, frozen dough, franchise and
the international market and business. We will introduce some of the visits on this day:
We will start this day with a Breakfast Inspiration Tour through the city of Amsterdam,
along the leading and distinctive bakery
concepts of the Netherlands. You will experience the commercial power of front-baking in the shop. One of our visits will be at
a fast growing company with bakeries already in Uganda and Rwanda. Owned by
amongst others the largest independent
Dutch industrial baker, who is planning to
open in many leading cities, for example
also on the African continent and in India.

Bakery Inspiration Tour through Amsterdam

Coming from just in front of the oven, we will go to the largest Dutch producer of frozen
dough. You will get fascinating insights about this way of production. This company has
been successful for more than 20 years. You will see the shortest route from weighing
the flour to shock freezing the dough. Shock freezing is one of the best natural systems
to extend the shelf life of food. This will be the only visit in our tour to a bakery without
production ovens.

The available ovens are mainly used for

product development. One of the tour
guides has been marketing manager of this
company during its fast growth period in
the nineties. This dough producer originated from the leading franchise bakery chain
in the Netherlands. Of course we will visit
one of the franchise shops to see the proof
of the pudding: front baking the frozen
dough in the shop.
Bakery Inspiration Tour through Amsterdam

Next we will be welcomed by the CEO of

Food Valley NL in Wageningen. Food Valley
is a region in the Netherlands where international food companies, research institutes,
and Wageningen University and Research
Centre are concentrated. Wageningen University is one of the leading centers in Food
Science and Technology in the world. The
Food Valley area is the home of a large number of food multinationals and within the
valley thousands of professionals are active
in food related sciences and technological development. Far more are involved in the
manufacturing of food products. Food Valley is the dynamic heart of knowledge for the
international food industry. That is why several bakery oriented institutions are located also in this area. Like Sillicon Valley is the global heart of high-tech, Food Valley is
the global heart of food. Within this region, the organization Food Valley NL is intended
to create conditions so that food manufacturers and knowledge institutes can work together in developing new and innovating food concepts.
Roger van Hoesel will inspire you with his enthusiastic story on how connections and
collaborations between industry, research institutions and government improve the innovative power and innovation performance of food companies, including bakeries.

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At the end of the day, our bus will stop at the leading Food & Agri Bank of the Netherlands and global player in the worldwide Food & Agri market. You will be immersed
into (financial) figures, analyses and strategic insights and outlooks on the international
food and bakery market.
After two days of inspiration overload, it is time for a relaxing dinner cruise on a classical
Salon boat in the canals of Amsterdam, with live cooking on board.

Dinner on a Amsterdam Canal Cruise

WEDNESDAY /
INDUSTRIAL FRANCHISE AND PREBAKED BREAD, BAKERY EDUCATION
Our last tour day on Wednesday May 20th will be about industrial franchise, the industrial production of prebaked artisan bread, Modified Atmosphere Packaging of bread and
the in just 4 years - already leading, private bakery school of the Netherlands and far
beyond. We introduce some of the visits on this day:
In the morning we will be welcomed by a unique industrial franchise bakery organization. It consists of several industrial bakeries throughout the Netherlands, who bake
bread and make pastry for most of the Dutch supermarket chains. We will learn about
the tight, one-of-a-kind cooperation of, at first sight, competitive independent bakers.

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Next we will get a tour in an ultramodern factory for natural artisan bread only. This
unique bakery has realized a fast growth, which made the owner decided to build a second bakery of this kind.

Bakery Institute The Netherlands

Close to fresh bread is the technique of Modified Atmosphere Packaging. The largest
independent baker of the Netherlands will tell us about this technique and of course he
will show it. He will also tell about his strategic choices, his wins and his innumerous and
creative ideas for new product- and sales concepts.
Learn the secrets of the making of pure bread and pastry during a visit to the leading
Bakery Institute. Here you will get the opportunity to create - with your hands in the
dough to bake bread. This private bakery school is set up along the concept of the San
Francisco Baking Institute and the French Culinary Institute of New York. Here (your) employees can be (re)trained within 9 weeks as accomplished bread baker or pastry chef!

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Bakery Institute The Netherlands

The Bakery Institute also started courses for middle management and host or hostess in
the bakery. The teachers are native Dutch, English or French speakers and most of them
have a broad international bakery experience. The Institute was founded in 2011 by and
for the bakery, the owners include bakeries and bakery suppliers.
We conclude this day with a dinner and a dinner speech on a special location.

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TOUR GUIDES
Your three tour guides are an experienced strategy consultant, who has made his mark
in the Dutch bakery supply chain, and two international entrepreneurs with extensive
knowledge and experience in the construction and operation of industrial bakeries all
over the world.

FRANS VAN DER SCHOOT

25+ years of experience in consulting, engineering,
design and installation of bakeries, positioning him
as one of the world leaders in his domain.

MARK MAKRAM SALMAN

25+ years of experience in creating, managing, operating and advising retail and industrial bakeries
worldwide, with specific expertise in sales and marketing of bakery products.

HANNO SPANNINGA
25+ years of experience in strategy and marketing in
the bakery supply chain, from milling to franchise and
retail. He assists companies in the food sector, especially in the bakery sector, on the development and
implementation of their strategy.

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AMSTERDAM
Whatever you are looking for in a city youll find it in Amsterdam. Lonely planet says so:
Amsterdam is one of the best cities to visit.

Amsterdam

The 17th century historical atmosphere combined with the mentality of a modern metropolis, thus creating a friendly and relaxed environment, that is what makes Amsterdam so attractive. The small scale of the buildings and the intimacy of the streets, canals
and squares create an atmosphere that visitors find unique.
The city has the highest museum density in
the world and is home to cultural highlights,
such as the Van Gogh Museum, Hermitage
Amsterdam and the Rijksmuseum with
Rembrandts world-famous Night Watch.
There are many reasons for a visit to Amsterdam.

Rijksmuseum

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HIGHLIGHTS
Amsterdams cultural history and museums of world-class.
The Canal Belt with its traditional 17th and 18th century architecture is a UNESCO
World Heritage site.
Amsterdam is sometimes named Venice of the North The best way to experience
the city is from the water, so take a canal cruise.
The compact layout of the city. Amsterdam is a small city (compared to London, Paris
or New York) so you can get a real feel for its people, neighborhoods, sights & secrets.
Great hotspots to visit like the Albert Cuyp market, the unique Nine Streets Shopping
area, the Floating Flower Market (with the tulips), the Royal Palace on the Dam, the
nature in the Vondelpark etc. etc.
Glittering Diamonds: Amsterdam has a long heritage in the diamonds and has been
a major diamond center since later 16th century.
Amsterdam is in the Top 15 safest cities in the world.
Shopping in Amsterdam: From department stores to designer shops: Amsterdam has
it all.
Language is no problem; everybody speaks English.
For more information please go to the website of the tourist board:
www.iamsterdam.com

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HOTEL ANDAZ AMSTERDAM

PRINSENGRACHT *****
The Andaz Amsterdam Prinsengracht will be your starting point of a unique Amsterdam experience. Located in the historic centre of the city and within the ring of canals,
the five-star boutique hotel provides you with a unique refreshing taste of Amsterdam.
Reflecting its lively and distinctive surroundings through the adventurous design of renowned local designer Marcel Wanders, Andaz Amsterdam Prinsengracht hotel offers
not merely a place to come home to and relax, but a place that will energise and inspire.

Set on the site of the former Public Library on the Prinsengracht (Princes Canal) part of
the iconic citys ring of canals, this hotel is surrounded by the cultural scene of the lively
Jordaan district and the charming Nine Streets, filled with art galleries, unique specialty
shops and trendy fashion boutiques. The city centers major attractions and prime retail
districts are within close walking distance.

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Pursue your Amsterdam experience within the sophistication of the 122 artistically inspired, stylish guestrooms, where Dutch history comes alive through modern design.
Feel at home with amenities such as complimentary snacks and non-alcoholic drinks
from the mini bar, local phone calls and Wi-Fi.
Enjoy the social heart of this boutique art hotel with a cup of coffee or glass of wine in
the Andaz Lounge, or discover their signature cocktails in the speakeasy atmosphere
of Bluespoon Bar. If it is relaxation that you desire, make your way to The Spa boasting a
sauna and treatment rooms complemented by a fully equipped gym.
HOTEL AMENITIES
Complimentary wireless Internet
Complimentary minibar with non-alcoholic beverages and snacks
Unlimited local phone calls
Newspaper delivery
Andaz lounge
Plush robes and slippers
LCD television
In-room safes
Guest bicycles
Video art gallery
HOTEL SERVICES
24-hour gym
Dry cleaning and laundry services
Spa services
Sauna
Currency exchange
For more information please go to their website:
amsterdam.prinsengracht.andaz.hyatt.com

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PROGRAM HEADLINES
Program is subject to change. If you like, we can organize a spouse program.
SUNDAY MAY 17
Arrival at Amsterdam Airport Schiphol
Transfer to the hotel
Arrival at Andaz Amsterdam Prinsengracht
Welcome meeting & get acquainted to the other participants
MONDAY MAY 18 | FRESH, CRAFTSMANSHIP, VISION
Breakfast at the hotel
Start of the first tour day at 08:00 AM
Company visits
Formal welcome
Freshen up at the hotel
Dinner & Dinner speech
Transfer to the hotel (arrival approx. 10:00 PM)
TUESDAY MAY, 19
INSPIRATION, DOUGH, FRANCHISE AND INTERNATIONAL
Departure from hotel at 08:00 AM
Inspirational Breakfast Tour Amsterdam on foot
Continuation second tour day by bus
Company visits
Official reception at Food Valley NL
Official reception at Rabobank NL
Freshen up in the hotel
Dinner cruise with live cooking aboard (the quay is in front of the hotel)

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WEDNESDAY MAY, 20
INDUSTRIAL FRANCHISE, PREBAKED BREAD, BAKERY EDUCATION
Breakfast at the hotel
Start of the third tour day at 08:00 AM
Company visits
Formal welcome
Freshen up in the hotel
Dinner & Dinner speech
Transfer the hotel(arrival approx. 11:30 PM)
THURSDAY MAY, 21
DEPARTURE OR OPTIONAL LONGER STAY IN AMSTERDAM
Breakfast at the hotel
Departure from Amsterdam Airport Schiphol
We can imagine you want to extend your stay in Amsterdam. If you want, we can
arrange this for you. (additional nights will be charged separately)
The hotel is located within close walking distance of the city centers major
attractions and prime retail districts.

SPOUSE PROGRAM
If you like, we can additionally organize a spouse program. This program offers an wide
array of activities showcasing the very best Amsterdam and the Netherlands have to
offer.

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FEE
The total fee for this tour is only 5.495,THIS FEE INCLUDES:
Transfer from and to the airport.
4 nights stay in luxury hotel. (based on single occupancy)
Breakfast, lunches and dinners on Monday, Tuesday and Wednesday. Breakfast on
Thursday is also included.
Drinks during the program on Monday-Tuesday-Wednesday
(during breakfast, lunch and dinner).
Visit to approximately 15 leading companies and organizations operating within in
the bakery business, from milling until retail.
Transfer by luxury coach for all the visits during the program.
Three senior experts who are at your service during the tour: an experienced
strategy consultant, who has made his mark in the Dutch bakery supply chain, and
two bakery international entrepreneurs with extensive knowledge and experience
in the construction and operation of retail and industrial bakeries all over the world.
Assistance with booking your flights (if desired)
Full support on documents that need to be provided for the visa application.
THIS FEE IS EXCLUDING:
Flight costs.
Extension of your stay in the Netherlands.
Costs for the stay of your spouse (if applicable)
Cost for the spouse program (if applicable)
We are looking forward to welcoming you as a participant of this Bakery Inspiration Tour
18-19-20 May 2015 (arrival on Sunday, May, 17 and departure on Thursday, May, 21). Do
you have any questions prior to your registration? Please do not hesitate to contact us
by email or by phone.
We will make sure that it will be an enriching experience for you and that you will have a
clear vision on your (future) business and opportunities afterwards.

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WE ADD VALUE

MORE INFO: WWW.BAKERY-INITIATIVES.COM/VIPTOUR

VISITOR ADDRESS
Architronlaan 1
5321 JJ Hedel
The Netherlands
CONTACT US
Tel: +31 73 534 0850 (NL)

Cynthia Jansen
cynthia@bakery-initiatives.com

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