südback is the trade fair for the bakery and confectionery trade: around 560 exhibitors on some 60,000 m² gross show ovens, dough technology, refrigeration, ingredients and shop fitting to trade visitors from bakeries and confectioneries. Bread, pastries and chocolate have to look in the picture the way they smell — we photograph your stand (booth) with an eye for crust, crumb and gloss.
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| Dates | Saturday 24 to Tuesday 27 October 2026 |
|---|---|
| Venue | Messe Stuttgart, Messepiazza 1, 70629 Stuttgart — right next to the airport and the A8 motorway |
| Frequency | Every two years, four days from Saturday to Tuesday, trade visitors only |
| Profile | Trade fair for the bakery and confectionery trade: ovens and dough technology, refrigeration and climate technology, ingredients, packaging, shop fitting, POS and ordering systems, snacks and café — around 560 exhibitors on some 60,000 m² gross |
| Audience | Trade visitors from bakeries, confectioneries, chain operators and industrial bakeries, around 35,000 visitors in 2024; many stands bake live |
| Our travel time | About 3.5 hours from Essen — travel and overnight stay are stated separately and transparently |
At südback many stands bake. For visitors that is the reason to come — for photography it is a question of colour. Hall lighting makes bread crusts pale and chocolate grey; oven light is warm, refrigerated counters are cold, and your product stands in between. We set the white balance on the baked goods, not on the stand, so crust stays brown, crumb cream-coloured and glaze glossy. Steam from the oven and flour dust while rolling out are not a nuisance but the picture.
With machines — dough dividers, moulders, rack ovens, blast freezers — other things count: stainless steel without hall reflections, a legible control display, the open door with a view of loading and baking chamber. We photograph machine and product together so that master bakers can see what comes out of which machine.
Dough being shaped, loaves coming out of the oven, cream being piped: südback is a fair of hand movements, and hand movements need moving images. We film your demonstrations from two perspectives with close-ups of hands and product, cut a 30-second highlight for LinkedIn and vertical clips for Instagram, where the bakery trade has its audience. A short statement by your master baker or application adviser with a wireless microphone completes the material — recorded in a quiet corner of the stand, because mixers and ovens are loud.
Competitions, award ceremonies and stage programmes at the fair are covered as well if your company takes part.
südback runs from Saturday to Tuesday. On Saturday and Sunday many owners of small craft bakeries come who stand in the bakehouse during the week; the aisles are full, the stands loud, the mood good. Those are the days for conversation pictures, live baking and atmosphere. Monday and Tuesday are quieter and bring chain operators, industrial bakeries and buyers — the days for machine shots with time for lighting, interviews and team portraits.
Stand overviews without visitors are taken on any day in the time before opening, ideally when the first loaves are already in the oven and the stand looks like a bakehouse. Since südback takes place only every two years, you use the material until the next edition in 2028.
südback runs from Saturday 24 to Tuesday 27 October 2026. These dates and locations from Messe Stuttgart's programme help you plan photo and video slots on your stand.
The show is open from 9:00 to 18:00 Saturday to Monday, but only until 17:00 on Tuesday. On the last day, schedule team photos and closing shots an hour earlier than on the other show days.
The südback Trend Award is presented on Saturday 24 October at 9:30 as part of the official opening. If your company is among the winners, have the camera ready for the handover.
In this apprentice competition, trainee confectioners decorate a small gateau live in front of visitors within 90 minutes (stand 7D71). If your company supports young talent, it gives you genuine pictures for recruitment and training content.
The Bäcker-Trend-Forum runs demonstrations in hall 8 on every show day, and the pizza area is in hall 9. If your machines or ingredients are used there, allow for walking time and film the demo as well as your stand.
Details as published by the organiser (messe-stuttgart.de/suedback), September 2026.
Crust, crumb and glaze in true colour — white balance set on the product, not on the hall light.
Stainless steel without reflections, displays legible, baking chamber and loading visible.
Hand movements, steam and flour dust from two perspectives, for video and photo.
Your stand before opening, without visitors, with the first loaves in the oven.
Vertical clips of the baking and a 30-second highlight, cut on the show day.
Master bakers and application advisers with wireless microphone, delivered with subtitles.
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: by invoice or online by credit card, details in the quote. No German VAT for non-EU companies; reverse charge for EU companies with VAT ID.
Tell us the date, your stand and what the images are for. You normally get a fixed-price quote within 24 hours, with no hidden line items.
We bring our own equipment, follow an agreed shot list and work discreetly, without interrupting conversations or demos. A first selection is ready while the show day is still running.
Finished photos and video for LinkedIn, PR, your website and social media via a private download link, at the latest 24 hours after the event ends. Two revision rounds included.
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 Stuttgart and any overnight stay are stated separately and transparently.
Yes. We set the white balance directly on the product and shoot without flash so crust and glaze keep their colour. Freshly baked goods at the time of the shoot help more than any retouching.
Saturday and Sunday for full aisles, live baking and atmosphere, Monday and Tuesday for quiet machine shots, interviews and buyer conversations. Many exhibitors book two hours on Saturday and two on Monday.
Yes, with short shutter speeds and in coordination with your demonstrator, so divider, moulder or oven are captured at the right moment — and we film the sequence in parallel.
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 times of your baking demonstrations. 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.
