IBIE - 2019 Show Daily, Monday - 3

AMF launching interactive website
New online tool provides access to training, manuals and more
AMF Bakery Systems (Booth Nos.
5436 and 5420) is launching a new
website to help its global customers
understand the company's growing portfolio of complete bakery
solutions.
While AMF remains a leader
in high-speed soft bun and bread
production, the integration of
AMF Tromp (formerly Tromp
Group) and AMF Den Boer expanded the company's capabilities to include fully integrated
production solutions for a wider
range of products. The goal of the
new website is to highlight these
solutions across five product segments: soft bread and buns, artisan bread and rolls, pizza and flatbreads, cakes and pies, pastries,
and croissants.

With AMF Tromp technologies, customers gain access to
sheeting, laminating, decorating
and depositing solutions. AMF
Den Boer provides customers a
more diverse range of proofing,
baking, cooling, conveying and
handling solutions. Offering the
widest range of automated baking technologies allows AMF to
focus on what's best for the customer, determining the most optimal production solution specific
to the customer's needs to ensure
enduring success.
"Working alongside our bakery customers, AMF's dedicated
product specialists determine the
best technologies for today's bakery needs while looking forward
to future product line growth," said

AMF Bakery Solutions

The homepage for the new website enforces the theme of "Empowering bakeries to rise."

Diana Boxey, global marketing director.
The new website will provide
easy, click-to-call access to regional sales and service contacts,
and visitors will gain access to
customer care services like the

AMFMethod Documentation and
Training tool as well as new learning opportunities at the AMF
Tromp Innovation Center. Visit
www.amfbakery.com to learn more.
- Nico Roesler,
Baking & Snack

Burford launches new system

Burford Connect offers preventive maintenance tools
In the digital age, bakery operators' needs, from training to
proper equipment maintenance,
are changing.
Burford Corp. (Booth No. 4803)
recognized these needs with a particular piece of equipment. "That
drove us to develop a creative approach for the delivery of data to
our customers," said Clay Miller,
Burford's vice-president of sales.

To accomplish this, the company launched Burford Connect, a
plug-and-play system designed to
provide preventive maintenance
tools as well as training features.
For the past year, Burford has
been working with customers to
identify specific needs for data
collection and tracking that will
allow for preventive maintenance
on the equipment.

Burford Connect also offers
training tools in a digital format
never before available. "It's about
giving customers access to the
things that were previously paperbased. The access will now be at
the machine, with touchscreen
ability to dive into a manual or
3-D animation through the software we used to build the machine," Mr. Miller said.

While the preventive maintenance technology is currently
rolled out on Burford's line of servo tyers, it will be made available
for additional machines in early
2020. At IBIE, the company is
demonstrating Burford Connect
for the first time on its 2200M
Smart Servo Tyer.
- Joanie Spencer,
Baking & Snack

Combating misinformation

Vance Crowe flips the script on reaching anti-grain consumers
The grain-based foods industry is profoundly impacted by
misinformation about food and
health, said Vance Crowe, communications consultant, during
his Fresh Take Talk, "Anti-Grain
Tribes: Who They Are & How to
Reach Them." This is not news
to the baking industry, but Mr.
Crowe offered new insights into
how the industry can reach out
to consumers antagonistic toward
grains and carbs.

While the instinct to combat
misinformation is a broad-scope
education campaign, Mr. Crowe
invited the industry to address
consumers in their tribes rather
than as a general population.
Mr. Crowe explained that humans are designed to get along
with their tribe and accept opinions preserving their place in
those tribes.
"Find tribes with incorrect beliefs who would benefit from the

correct information," he said.
"Flip these tribes, and they will
become your biggest advocates."
However, simply providing
anti-grain tribes with facts isn't
enough. When an expert comes
along with a correction, people
can overreact because to them,
the expert isn't attacking the false
statement but the tribe, Mr. Crowe
explained. "The key is to focus on
what's truly fascinating about your
industry," he said. "Share stories

that others can and will repeat because they are so fascinating."
Mr. Crowe also encouraged the
industry to take chances. Rather
than aiming for a spot on CNN,
go to Reddit threads or podcasts
that these anti-grain tribes pay
attention to. "That's where you'll
find the dedicated people who
will spread your message for you,"
he said.
- Charlotte Atchley,
Baking & Snack

Monday, September 9, 2019 * IBIE * 3

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IBIE - 2019 Show Daily, Monday

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