Better Foods discusses the “Bakery of the Future” on World Bread Day

Reflection on the challenges of the “bakery of the future”

On October 16, World Bread and Food Day, the Better Foods Group held a luncheon debate dedicated to the theme “The Bakery of the Future.” The private event brought together members of the group’s management and staff, renowned bakery and pastry entrepreneurs, and communication and marketing professionals.

In an informal and participatory format, the debate on the Bakery of the Future aimed to reflect on the paths toward modernizing and making traditional Portuguese baking more sustainable. The discussion on the Bakery of the Future combined the experience of those working within the sector with the perspectives of external experts in communication, innovation, and consumer trends.

Quality: the starting point for competitiveness

One of the main conclusions of the meeting was clear: quality is non-negotiable.
Regardless of the size of the business or the immediacy of returns, it is impossible to be competitive without quality—whether in the product, service, or customer experience.

This consensus reinforced the idea that differentiation in the sector inevitably depends on a firm commitment to excellence—not only as a commercial argument but as a structural and cultural value of Portuguese baking.

Perceived value: a paradigm to change

Another key point of the debate was the low perceived value of bread and, by extension, of everything involved in its quality production.
Participants emphasized that, despite the work, investment, and dedication required to deliver excellent products and experiences, consumers do not always recognize their true value.

It thus became clear that it is necessary to change the way bread is valued—by better communicating its role in nutrition, its economic and social impact, and the importance of the artisanal knowledge behind it.

Generations and trends in the Bakery of the Future: space for everyone

The debate also addressed the generational gap that is increasingly evident among both professionals and consumers.
Younger audiences seek new consumption experiences, more appealing environments, and distinctive products, while older consumers value proximity, tradition, and consistency.

In an aging population, it was concluded that bakeries must be truly democratic spaces—able to welcome different generations, with a diverse offer and an experience that combines modernity and authenticity.

Practical solutions for a transforming sector

The meeting went beyond ideas, also addressing concrete solutions to help entrepreneurs face daily challenges such as the shortage of qualified labor.
One proposed solution was the use of composite flours, which make it possible to produce consistent and efficient results. They serve as a versatile base on which each baker can add their personal touch—saving time, reducing waste, and maintaining quality—an approach that combines tradition with efficiency.

This is a direction that Better Foods has been pursuing for quite some time through its Amparo brand, producing and innovating in composite flours and solutions adapted to the new demands of the market.

Better Foods: partner of the Bakery of the Future

With brands representing different dimensions of the sector—from Ceres’ tradition to Amparo’s innovation—the Better Foods Group reaffirms itself as a strategic ally of Portuguese baking, promoting cooperation, technical development, and sustainability across the entire value chain.

The event once again demonstrated that the future of Portuguese bakeries depends on everyone’s ability—millers, bakers, communicators, and consumers alike—to recognize the true value of bread and work together to preserve and renew it.

About the Better Foods Group

Better Foods is the largest milling group in Portugal, comprising leading brands such as Ceres, Germen, and Amparo.
With a vision grounded in quality, sustainability, and innovation, the group works side by side with bakery and pastry professionals, developing solutions that enhance efficiency, flavor, and the authenticity of Portuguese bread.

Founded in 2018, the group comprises four cereal milling factories that process various types of grains, a frozen products company specializing in bakery and pastry distribution, and two logistics hubs responsible for nationwide distribution as well as operations in Galicia and Andalusia. It is one of the most significant B2B food sector players in Portugal, dedicated to cereal processing and the production of everyday foods.