From August 30 to September 9, 2024, the Châlons Fair, located in the heart of France’s leading agricultural region, marked the start of the new agricultural season. This must-attend event—the second-largestagricultural fair in France after the Salon de l’Agriculture—brings together 750 exhibitors and more than 200,000 visitors each year.
Once again, VIVESCIA has gone the extra mile to offer visitors a comprehensive overview of the Group’s business activities. This year, the VIVESCIA Village continued to showcase grains and the grain industry “from field to table” through its models and its plant display area featuring wheat, barley, and rapeseed crops…
Grands Moulins de Paris: The Art of Passing on a Legacy
For thesecond year in a row, the bakery made a triumphant return to the VIVESCIA village, where young and old alike had the chance to learn how to bake bread and enjoy it, thanks to the efforts of nine members of the Grands Moulins de Paris Bakers’ Guild who came from all over France.
Throughout the event, our technical advisors helped all visitors—including politicians, farmers, employees, and members of the general public—learn more about the baking profession and our products.
This year, we’re featuring our local, sustainably sourced flour, the Coeur d’Epi that took center stage. A perfect demonstration of our artisanal expertise and the quality of our flours.
Our bakery wasn’t just a place for tasting. Under the guidance of our technical advisors, children ages 9 to 15 were invited to get theirhands dirty andlearn how to make bread.
An activity that delighted more than 40 children in just two afternoons and helped convey our passion for our trades—and perhaps even inspire future careers—as Renaud Delanoy, a master baker at Grands Moulins de Paris, told the newspaper L’Union : “Many children aren’t very familiar with the baking profession, even though it’s essential to our daily lives. Here, they get to touch the dough, and who knows, it might inspire future careers.”
Our iconic brand at the heart of the village of VIVESCIA!
As with every edition of the fair, our iconic brand organized several activities that were both educational, fun, and delicious.
On the agenda:
• A baking workshop thatsparked the passion of budding pastry chefs. Both children and adults had the chance to make mini chocolate chip and yogurt cakes.
• Tasting delicious crepes.
• Aninteractive “from field to plate” tour where each visitor had to correctly answer various questions about the life cycle of wheat, the stages of a mill’s operation, and the different types of flour.
Educational Activity: From Grain to Flour
As in previous years, visitors had the opportunity to explore the model of the Brienne Mill, which illustrates the steps involved in turning wheat into flour. This fun and informative tour provided a better understanding of the flour-making process.
Grands Moulins de Paris and Francine: Committed and United
On September 3, VIVESCIA renewed its three-year commitment to partner with food banks to continue the fight against food insecurity. The goal is to meet the annual demand for Francine flouramong vulnerable populations. This is a true local chain of solidarity in action: from the wheat donated by the Cooperative’s farmer-members to delivery to local food banks, including collection, processing of the wheat into flour byGrands Moulins de Paris(Reims mill), and delivery by VIVESCIA Transport.
