Mastering the Art of Baking: Sirha Europain® 2024 Overvie

In the view of Luc Dubanchet, Chief Commissioner and Director of Sirha Food®, the 25th edition of Sirha Europain® can be aptly described as a “bread blast!” The event proved to be highly successful, experiencing positive growth in both attendance and international participation. The number of professionals reached 32,000, marking a 27% increase from the previous edition, and 17% of buyers came from abroad, drawn by the new focus on “French Bakery” and bakery catering leading up to 2030.

The decision to open Sirha Europain® on a Sunday, starting at 10 am, contributed to a strong beginning with impressive attendance. This benefited the 534 exhibitors and brands, allowing them to connect with a highly-qualified visitor base actively seeking suppliers and solutions. The business generated at Sirha Europain® underscored its significance as a global and diverse meeting point for the industry.

Amid significant changes, Sirha Europain® 2024 expanded its bakery and snacking sector by 1,000 square meters. It continued to highlight traditional bakery offerings around the mills, such as Bourgeois, Foriché, Fouché, Petits moulins de France, Rioux, Soufflet, and others, along with equipment manufacturers through the Ekip trade association.

Sirha Europain® showcased the dynamic nature of the sector despite challenges like inflation on raw materials and energy impact. Featuring over 110 participants, including bakers, chefs, producers, and entrepreneurs, the Sirha Food® Forum, Bake & Snack, and Sweet stages presented a program of 70 masterclasses, round-table discussions, and interviews covering ongoing changes and innovations in the industry.

Key contemporary issues, such as the cost of raw materials, human resources challenges, diversification of offerings, and eco-responsibility concerns related to bread, were discussed over the four days. After sixteen years, France, represented by Franck Fortier, Fabien Nolay, and Xavier Sacriste, emerged victorious at the Bakery World Cup, a competition co-founded by Ekip, the Confédération Nationale de la Boulangerie-Pâtisserie Française, and the Club des MOF boulangers.

On the same day, the French team also secured victory in the European Selection of the Pastry World Cup, earning a place in the Grand Final scheduled for January 2025 during Sirha Lyon®. Teams from Italy, the UK, Sweden, Switzerland, and Belgium will also compete.

On January 23rd-24th, Sirha Europain® and the French Schools Cup played a crucial role in knowledge transfer to the younger generation. The Craft Companions from Tours and Nîmes secured first place in the “Most Espoirs” and “Excellence” categories, respectively.