Now in its third year, the Innovation Spotlight, formerly Innovation Stations, returns to the heart of the Formulation Floor—this time enhanced with a competitive element. Suppliers compete for a “Best in Show” award in each of two categories—Equipment & Technology and Ingredients & Formulation—recognized on stage during a general session, while showcasing the ingredients, technologies, and solutions shaping the future of baking.

Whether you’re advancing ingredient technology, automation, sustainability, or formulation tools, the Innovation Spotlight connects you directly with attendees through compelling visuals and real-time conversation. Centrally located on the Floor, it’s your chance to stand out, share your solutions, and earn recognition for what’s next in commercial baking.

A Space Baker’s Seek Out
The Innovation Spotlight sits in the busiest part of the Formulation Floor, where bakers come looking for what’s next. Your company lands right in their path—not off in a corner they have to find.

New for 2027: A Competition, Not Just a Display
This year the Spotlight becomes a contest. Attendees vote on the floor, a winner is named in each category—Equipment & Technology and Ingredients & Formulation—and one overall Best of Show is recognized on stage during a general session. It gives bakers a reason to seek you out, and it gives you a credential you can point to long after the show ends.

Your Work, in the Spotlight
Your dedicated kiosk-style space is built to show one thing clearly: what you’ve made that’s new. Bring your latest—a technology, a production tool, an ingredient, a way to cut waste or sharpen a formula—and let it stand on its own.

A Space That Looks the Part
Custom graphics and an optional monitor let you present your innovation the way it deserves and set your Spotlight apart from the display next door.

Real Conversations with Buyers
The people stopping by are working through the same problems you solve. These are direct, unhurried conversations with the bakers who make purchasing decisions—the kind that turn into orders and lasting partnerships.

Reviewed by Bakers
Every entry is reviewed by a panel of experienced bakers—not to screen companies out, but to make sure each Spotlight fits the floor and lands with the audience. If your innovation belongs here, there’s room for it.

Claim Your Spotlight
Spaces are limited and selective. Apply for an Innovation Spotlight at BakingTECH 2027 and put your best work in front of the people who matter most.

Invest in an Innovation Station to elevate your presence and influence at BakingTECH!

• Equipment & Technology
• Ingredients & Formulation

To recognize companies in the commercial baking industry for their innovative development and implementation of leading-edge products, equipment design, and advancements in ingredient technology. 

The Innovation Spotlight runs in two stages: a selection stage that confirms your Spotlight, and a competition that takes place live at the show.

Stage 1 — Application & Selection

1. Submit an application describing your innovation and the category it fits.
2. Review for fit. A panel of baker-reviewers confirms your entry meets the program criteria.
3. Selected applicants are notified and confirm their innovation. You pay only after you are selected.

Stage 2 — Competition & Awards

1. Present on the floor. Showcase your innovation spotlight on the Formulation Floor.
2. Attendees vote. Attendees vote for their favorite innovations on the formulation floor.
3. Winners recognized. Category winners and the overall Best of Show are announced and celebrated during a general session.

The panel of reviewers will be comprised of individuals approved by the ASB Formulation Floor Committee. The reviewer panel will be comprised of five individuals, no less than three, representing baking companies.  All reviewers must be members of the Society in good standing. Reviewers must represent different baking companies within the industry – no two reviewers can be from the same company. 

 Reviewers will be responsible for reviewing and scoring ALL applications in each category. 

• 8’H x 6′ W branded back wall (graphics for back wall to be designed by company)
• One (1) built-in counter
• Two (2) Stools
• Electricity
• Applicants selected for an innovation spotlight must provide payment within 30-days of notification of selection.  No cancellations requests or refunds will be granted.

• Company branded back wall (80.75″ x 95.75″)  Graphics and design not include in Innovation Spotlight.  All graphics are at the expense of the company.
• Ability to send emails and appointment requests to attendees prior to BakingTECH via the event app.
• Innovation Spotlight listing in event app and online which includes company description, category listings and url link to company’s website.

• Once an application is reviewed and accepted, a fee of $5,500 (w/o monitor) or $7,000 (w/monitor) Innovation Spotlight fee is assessed.   This fee does not include individual registrations or passes to attend BakingTECH or the Formulation Floor. 
• If applicants have a tabletop and would like to cancel table top registration upon being selected for an  innovation spotlight they may cancel their table top.   Cancellations for table top registration must be receive within 10 days of being selected for an innovation station.
• Company must register individual representatives separately through the BakingTECH registration website and pay fees separately from the Innovation Spotlight fee. 
• Entries are reviewed by a panel of experienced bakers to make sure each innovation is a good fit for the floor and relevant to attendees.

• Application Deadline Extended: October 27, 2026
  • Applications, along with all supported documentations, must be received by October 27, 2026
• Review Period: October 28 – November 20
• Applicants Notified: November 24 – 26

Entries must quality for each of the following criteria: 

• Innovations entered must fit within one of the categories. 
• Product must be new to the market, or significantly improved, within the five years prior to BakingTECH 2027 (on or after January 1, 2022).
• Innovation Spotlight exhibitors are not required to be table top exhibitors in the Formulation Floor. 
• Applicants selected for an innovation station must provide payment within 30 days of notification of selection.  No cancellation requests or refunds will be granted. 
• Innovation Spotlight applicants who are selected to participate an innovation station who have paid and registered for a table top may elect to cancel their table top and be refunded the registration fee.  Notifications to cancel table top registration must be received to tbrydebell@asbe.org  within 10 days of innovation selection.  Full refund of table top fee will not be processed until payment Innovation Spotlight is received.  Monies from the cancelled table top may be applied to the Innovation Spotlight. 

Entrants agree to these rules: 

1. Products entered must fit within one of the designated categories.  You are allowed to enter your product in more than one category if you choose.  However, a separate application must be submitted for each category entered. 
2. Entries must be submitted by the deadline of October 27, 2026 electronically to tbrydebell@asbe.org.   Applications must be submitted electronically.  Hard-copy applications will not be accepted. 
3. A company may submit multiple applications; however, each application must represent a distinct product that meets the identified criteria.
4. Entries submitted in a previous year are not eligible for resubmission; however, if significant improvements have been made to the original product and/or significant enhancements that are truly unique and innovative, then the new model will be eligible for submission.
5. You are encouraged to include supporting marketing materials, consumer and/or operator test results and any other relevant materials that will allow the reviewers to fully understand and evaluate the product/service.  Computer renderings are not preferred.  Applications may include up to five photos.  Photos must be submitted in .jpg or .png format.  Each photo should be less than 3MB.
6.  All applications forms are property of ASB.  We suggest you print or make a copy of your application for your records. 
7. To evaluate an application, the reviewers may ask for additional information, including a request to provide a product sample. 
8. If improperly categorized, an application may be moved to a different category based on the recommendation of the reviewing panel, without consent from the applicant. 
9. ASB reserves the exclusive right to set, modify, and interpret all conditions regarding this program without claim for damage or recourse of any kind. 

For the 2027 Innovation Spotlights, the Formulation Floor committee has predetermined the following innovation categories.  In preparation for submitting your application and supplemental materials, click on the category to view the description, subtopics, questions that are on the application and judging criteria.

Each of the innovation applicants must identify whether their product is a Creative Innovation (C), a Simplifying Innovation (S) or Improving Innovation (I)

• C – Creative Innovation: Refers to new and novel ideas or concepts that have not been seen before. These are groundbreaking innovations that introduce something entirely unique.
• S – Simplifying Innovation: Focuses on enhancing existing innovations by making them better, more efficient, or cost-effective. This involves value engineering to streamline or improve usability.
• I – Improving Innovation: Aims to improve the function or performance of a product, service, or process. This type of innovation enhances the quality or effectiveness without fundamentally altering its core design.