The SIRHA trade show took place in Lyon from September 23 to 27, 2021: the international gathering for the restaurant, hospitality, and food industries. We were delighted to reconnect with our customers and showcase our latest innovations. Here’s a look back at the event.
Grands Moulins de Paris: A 170-square-meter booth!
We welcomed you to our 170-square-meter booth! It was a welcoming space where you had the chance to discover and sample our new products.
Grands Moulins de Paris has launched its new Signature line— a range of flours that puts the artisan baker’s creativity back at the heart of breadmaking.
This line consists of:
• Specialty flours: flours valued for their origins and production methods. Label Rouge, CRC, Organic… These will support your commitments to quality and environmental responsibility;
• Heritage flours: made from heirloom grain varieties, they are used to bake breads rich in flavor and history;
• Classic flours: for making your everyday baked goods in keeping with baking traditions;
•Ingredients: With their unique sensory qualities, they’ll let you create products that reflect your style and give free rein to your creativity.
Browse the catalog of our Signature Collection: https://adobe.ly/3AZBo0M
The Campaillette collective was also in the spotlight with the unveiling of the brand’s new visual identity and the display of the new bread display case. An ideal, modular, and customizable display unit to organize your bread selection, where you could discover, exclusively, Campaillette’snew festive bread: the Tout Schuss. A bread made with wheat and rye flours, featuring raisins, almonds, halved hazelnuts, and flaxseeds.
New products in the "Les Recettes de Mon Moulin" line:
• The Marbled with a molten center: A plain muffin batter with chocolate chips, filled with a cocoa-hazelnut molten center. Perfect for snack time for foodies of all ages;
• 4-serving pastry flan: A gourmet treat made in France, featuring a melt-in-your-mouth texture and an intense vanilla flavor, with no artificial colors, preservatives, or flavors;
• The Swirl Brownie: a croissant dough filled with brownie and topped with hazelnut pieces that add a rich, indulgent flavor and a crunchy texture. The perfect balance between a French pastry and an American dessert;
• Savory twists: cheddar or Monterey Jack with smoked paprika, available in mid-October;
• Swiss rolls and mini Swiss rolls with chocolate chips, available in mid-October.
Live demonstrations by members of the Grands Moulins de Paris Bakers' Guild
In this area, our technical advisors—who are members of the Confrérie des Boulangers de Grands Moulins de Paris—worked right in front of you and gave live demonstrations of some of our recipes.
You can find all the recipes that were featured during SIRHA on our website under the "Recipes" tab:
• Panettone: Get ready for the holiday season with this classic Italian pastry that’s a hit with everyone in France at breakfast.
• Le Berrouga: Expand your bread selection with this product, which is rich in legumes and plant-based protein—features that consumers are actively seeking!
• Rye loaves: a traditional bread whose rich flavors delight bread lovers—not just at Christmas, but all year round!
• La Meule T80 Bio: a hearty, rustic organic loaf sold in large loaves—everything consumers expect from an authentic loaf of bread.
• Quinograin: a bread that meets many consumers’ desire to eat well. Particularly high in fiber, with its three seeds (red quinoa, sesame, and chia) and three types of grains (wheat, rye, and oats), it also stands out for its use of acerola, which replaces ascorbic acid.
Follow all the latest news from SIRHA on our social media channels
Throughout SIRHA, we shared updates from the trade show on its social media channels: Facebook, Instagram, LinkedIn and Twitter.
Customers even spoke upto share their favorite innovations from the showcase and their stories with Grands Moulins de Paris. Find all of these interviews in the Featured Stories on our Instagram account.
SIRHA 2021: Strong Partnerships
We would like to thank our partners who supported us throughout the trade show:
• The Bongard brand, which specializes in professional baking equipment for our bakery
• Bissardon, a producer of local fruit juices that were available for tasting at our booth throughout the five-day trade show. A brand with which we share common values such as naturalness and local sourcing. Indeed, Bissardon offers a range of fruit juices sourced primarily from orchards in the Auvergne-Rhône-Alpes region and processed in a way that preserves the fruits’ original flavor and nutritional benefits. This partnership allowed us to introduce the brand to our customers.
