Bakers Journal

Sirha Europain 2024 celebrates French bakery

January 10, 2024
By Bakers Journal

Creations by Master de la Boulangerie, Clémentine Bejat, on display at Europain 2016.

Sirha Europain, an interdisciplinary event for bakery, pastry and bakery catering, professionals, happening at Paris Porte de Versailles from Jan. 21-24, is an opportunity to take a close look at all the components of the bakery and pastry professions through 70 masterclasses, roundtables and competitions, as well as the products and services of 300 exhibitors, brands, startups, entrepreneurial projects and innovations.


The innovation awards – the Sirha Europain Awards – reward the year’s best innovations, in three categories: Materials, equipment, technology and services; Products and ingredients; Products and equipment for the snacking – or bakery catering – sector.

Of the 40 entries received, 9 winners will be showcased in the Sirha Innovations area at the entrance to the exhibition over its entire duration and will be presented with their awards on the Sirha Food Forum stage at 5:50 p.m. on Sunday, Jan. 21.

The start-up hub will be back to shine a spotlight on the innovative young companies that are shaking things up. The many solutions exhibited include The Very Food Co – offering plant-based alternatives to eggs and dairy products – and La Pâtisserie Numérique – a culinary 3D printer.

The upshot of a partnership between Sirha Food, Transgourmet and Service Compris, Futur(e)s Food – the first French initiative to identify and reward “food entrepreneurs” – is back for the second consecutive year, this time at Sirha Europain. Whether they are caterers, bakers, chefs, engineers, grocers, farmers or reconverted, these are the people who are shaking up the codes of the profession to inspire the entire food-service sector.

A few examples of the competitors: Terre et Blé – nominated in the “Experience” category – cultivates ancient southern varieties of grain which are ground daily on millstones, and Le jardin de Pauline – nominated in the “Agriculture” category – produces edible flowers and fresh herbs that have Organic Farming certification and are intended for artisans, caterers and private individuals.

On Jan. 23, Futur(e)s Food will award the 5 best projects in the categories agriculture, retraining, solidarity, experience and innovation. A People’s Choice Award will also be given.

More generally, there will be more than 300 exhibitors and brands, with some 15% coming from outside France, over an area of 10,000 sqm, presenting their offering to professional visitors always on the lookout for something new. Artisan bakers, manufacturers, bakery and franchise networks, independent bakers – they will all be there at Sirha Europain.


In keeping with the other events in the Sirha Food ecosystem, Sirha Europain will also host the Sirha Food Forum, a thought-provoking stage to encourage the exchange of ideas and debates between professionals for the benefit of exhibitors and visitors alike, helping them better understand the future and the major changes ahead of them.

Fifty speakers will take the stage at the Sirha Food Forum, sharing their points of view and success stories. They will be grouped into four key topics:

“Focus on a product”: from its use to its supply, including its different forms and alternatives
“Keynote interview”: 35 minutes in which a speaker illustrates his or her experience in the sector
“Putting your foot in it”: 45 minutes to shake up the sector and talk about its key issues without any taboos
“Honoré le Mag”: market analysis, overview of the sector and trends, in partnership with Honoré le Mag magazine


Come to the Sirha Food Forum and meet: Rodolphe Landemaine – founder of Maison Landemaine and Land&Monkeys – for a wide-ranging discussion on the subject of “Plant-based bakery”; Thomas Teffri Chambelland – founder of the International Bakery School and self-taught baker specializing in natural fermentation, Anaïs Hody – pastry chef and founder of Hody Academy and Le Chef en Box – and Christian Gillet – French baking champion – for a discussion on the topic “Putting your foot in it: Rethinking training”.


The Bake & Snack stage is the place to celebrate working with dough and the know-how of the professionals in this sector. A space where technique will be highlighted through demonstrations by experts and where visitors can learn the tips and tricks of the trade.

To inspire the profession and encourage the discovery of new techniques and opportunities, Sirha Europain 2024 gives pride of place to snacking – or bakery catering, a thriving trend that is pushing establishments to redefine their products and services.

For 4 days, this stage will welcome a host of professionals who will give masterclasses on baking and snack food. William and Simon Benitah – founders of the restaurant Will’s Deli – will share their recipe for Reuben Pastrami, Elisa Gautier – founder of the restaurant Kiosk – will give her twist on grilled cheese, Grégory Guerguerian – founder of the Armenian bakery Juni – will showcase Armenian street food and Jean-Baptiste Grangé – artisan pastry chef and founder of Boulangerie Jean-Baptiste Grangé – will be sharing his expertise on viennoiseries, the quintessential sweet pastry product.


On Jan. 23 and 24, the Sweet Stage will be the setting for 13 masterclasses held by renowned pastry and confectionery chefs.


Following a cycle of national selections, the European selection of the Pastry World Cup will be held on Jan. 21 and 22. Seven participating countries – Belgium, Denmark, France, Italy, United Kingdom, Sweden and Switzerland – will compete in front of Pierre Hermé, the competition’s President, and Stéphane Leroux, Honorary President, in a bid to win one of 3three places in the Grand Final of the Pastry World Cup at Sirha Lyon in January 2025.

In addition to pastry, Sirha Europain 2024 will also be hosting the Bakery World Cup, a major event promoting the bakery profession worldwide. The competition will bring together 12 international teams on Jan. 21 and 22 to focus on the common theme of major sporting events, at a time when France will have just hosted the Rugby World Cup and only a few months away from the Paris 2024 Olympic and Paralympic Games.

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