Bakers Journal

Sirha Europain welcomes international visitors

January 31, 2024
By Colleen Cross

“With over 30,000 visitors and growth of 27 per cent on 2022, this year marked a turning point in the trade show’s history, said Luc Dubanchet. “Sirha Europain brings together not only contemporary bakery – whose obsessive watchword is “quality made in France” – but also is fully open to the era of bakery catering and snacking.”

The baking industry event saw 110 speakers, 70 master classes, roundtables and interviews.

The French were well-placed on the podium at the Bakery World Cup and the European selection of the Pastry World Cup.

Sirha Europain showcased the dynamic nature of a sector which, despite having to cope with the impact of inflation on raw materials and energy, is continuing to grow, organizers said in a news release. Featuring more than 110 bakers, chefs, producers and entrepreneurs invited to take part in the Sirha Food Forum, Bake & Snack and Sweet stages, the show provided a program of 70 masterclasses, roundtable discussions and interviews to report on the continuous changes and innovations in the industry.

The cost of raw materials, human resources challenges involved in keeping the profession up to date, diversifying products to keep abreast of consumer demand and the eco-responsible challenges facing bread as a symbol of heritage and sustainable food were just some of the contemporary issues discussed over four days.

“A successful first time at Sirha Europain for Transgourmet: over four days, our teams brought together the big names in pastry and bakery, craftspeople, producers and committed entrepreneurs from all over France! It was the perfect opportunity to create a lively hub for meetings and discussions on good food, taste, knowhow and major changes in an industry we have supported for many years,” said Yves Cebron de Lisle, Transgourmet France sales and supply director.

Sixteen years after its last victory, France – represented by Franck Fortier, Fabien Nolay and Xavier Sacriste – won the Bakery World Cup, the benchmark competition co-founded by Ekip, the Confédération Nationale de la Boulangerie-Pâtisserie Française (French Bakery and Pastry Confederation) and the Club des MOF boulangers (Best Bakery Craftspeople in France).

On the same day, the French team also won the European Selection of the Pastry World Cup.

Haruka Atsuji and Jérémy Massing earned their place at the Grand Final to be held in January 2025 during Sirha Lyon, alongside teams from Italy, the U.K., Sweden Switzerland and Belgium.

Les Compagnons du Devoir (Craft Companions) from Tours and the Compagnons du Devoir from Nîmes took first place in the “Most Espoirs” (Most Promising) and “Excellence” categories respectively.

See highlights and full results at

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