Europain remains Europain, the leading trade exhibition for the bakery-pastry industry, focused on French excellence, for export in particular with the unmatched strength of French baking, but changes its name to Sirha Europain (and it is also integrated in the Sirha Food app and all the Sirha Connect digital services). The trade exhibition adopts a new graphic presentation, consistent with the Sirha Lyon image and spirit and that of the Bocuse d’Or and Coupe du monde de la pâtisserie contests.
This 2022 edition (from January 22th to 25th 2022 at the Paris Porte De Versailles venue) marks the recovery, celebrating the French know-how, skills, and cultural heritage. In 2021, independent bakeries were the main place for buying bread, visited by 96% of French consumers for whom transparency is a real concern; more than 60% of them expressed the need to know the origin of the products, their composition, and the measures taken in terms of waste management. “Sirha Europain highlights a know-how that addresses not only bakery-pastry professionals, but also the players in out-of-home catering”, explains Luc Dubanchet, Head of GL events Sirha Food Division and the new Commissioner General of Sirha Europain. “In a favourable environment for the bakery-pastry industry, Sirha Europainis keen to offer visitors an exhibitor offering that is in line with the growing need for quality and diversified offers”.
Although consumers are looking for authenticity and tradition, their expectations have also shifted toward more diversity and innovation: 43% would like to find a broader range of snack foods at their bakery-pastry shop. To help professionals keep abreast of changing customer demands, for its 2022 edition, the event is introducing a new Snacking Stage to address combinations such as “good sandwich, good producer” or the unmissable bakery foods such as quiches and flavoured breads. Since its implantation at the Porte de Versailles venue, the entire event offering has evolved. The flour industry is included in the exhibitor offering, with the return of the Grands Moulins de Paris. The equipment and appliance manufacturers are also mobilised with their professional association Ekip, to present their innovations alongside Enodis. And for the first time, Sirha Europain will be introducing a start-up hub with the support of the FEB association and CCI Paris Ile-de-France.
The World Pastry Cup
Also the European continental selection for World Pastry Cup, presided by Pierre Hermé, will take place during Sirha Europain in January, on 24th and 25th.
6 teams will face each other around 5 events to be completed in 5 hours: Belgium and Spain, who are making their comeback in the competition, Denmark with a female team, as well as the United Kingdom, Russia, and Sweden. Having reached the podium in September during the 2021 final, Italy, Japan and France are automatically qualified for the 2023 Pastry World Cup.
For the European selection, teams will compete on two artistic pieces (one in sugar and one in chocolate), as well as on three tasting tests: an ice lolly (new event), integrated into the sugar art piece, a frozen fruit dessert, integrated into the chocolate artistic piece, and a restaurant dessert (mainly chocolate).