Following the cancellation of the 2020 event , we are very pleased to welcome you back to SIRHA in Lyon from September 23 to 27, 2021, for the 20th edition of the world’s leading trade show for the restaurant and hospitality industries!
SIRHA is the industry’s largest trade show and hosts numerous competitions to recognize the profession’s top talent, such as the Bocuse d’Or, the World Cup of Baking and Pastry…
Grands Moulins de Paris at SIRHA
For this 20th edition, Grands Moulins de Paris welcomes you to a modern booth featuring the brand’s colors, showcasing our products, our identity, and our authenticity.
The booth is divided into two sections:
• A first-of-its-kind initiative highlighting the various times of day when customers visit a bakery. Whether it’s for breakfast, a snack, lunch, an afternoon treat, or an aperitif, come discover our signature products and our new offerings for 2021!
• Across from it, the second section of the booth houses a fully equipped bakery. Every day at 2 p.m., our technical advisors will give a live demonstration right in front of you!
Come visit us at booths 4A140 and 4A142!
The Brotherhood's demonstrations
Every day, throughout the day, you can watch our technical advisors bake bread and prepare snack items in our bakery. But the event you won’t want to miss is the guided demonstration at 2 p.m.
In fact, every day of the show at 2 p.m., a technical advisor will demonstrate our artisanal craftsmanship right before your eyes. A second technical advisor will provide commentary during the demonstration to share all our manufacturing secrets with you.
Are you interested in the demonstrations?
Here is the schedule:
• Thursday, September 23:Panettone
• Friday, September 24: LeBerrouga
• Saturday, September 25: Auvergne-style sourdough rye pies
• Sunday, September 26: The Meule T80
• Monday, September 27: LeQuinograin
Consumption moments: Boost your sales throughout the day
This year, we’ve decided to showcase our products based on when they’re typically enjoyed. So, at our booth, you’ll find a dedicated area for each of these key times of the day: breakfast, snacks, lunch, afternoon tea, and aperitifs.
Every moment of consumption presents an opportunity:
• Breakfast: 70% of French people buy pastries, so now is the time to focus on the classic croissant!
• Snacks: A quarter of French people eat breakfast at work, so if your bakery is located near offices, consider offering a package that includes pastries and a hot drink.
• Lunch: Every week, 11.2 million in revenue from the bakery sector comes from snacks, so don’t hesitate to introduce lunch specials.
• Afternoon snack time: 40% of afternoon visits to bakeries occur between 4:00 and 5:00 p.m. Brownies, muffins, cookies… focus on American pastries to boost your sales when school lets out.
• Appetizers: Sales of snack items in bakeries have increased by 31% over the past ten years. Appetizer baguettes, pizza, focaccia… stand out by offering your customers delicious options!*
To help you position yourself for each of these consumption moments, you’ll find a wide selection of products from our range at our booth Recettes de Mon Moulin. Pastries, American-style baked goods, paninis, vegetarian croque-monsieurs, lemon cake, pizza… we’ll offer a wide variety of products as well as our new items, including the swirl brownieand tigré, and pastry flan, the coconut macaroon or even savory twists.
Check out our new arrivals
The Signature Collection:
The Signature Collection consists of products that have been carefully selected to offer you impeccable quality.
Organic flours, heirloom flours, sourdough starters… come discover our full selection at our booth!
Le Berrouga:
A rustic bread with deep French roots that meets the growing demand for plant-based protein. The Berrouga was named a“Pépites de la boulangerie 2021”and will receive its award on Friday, September 25, at SIRHA, at the LUM38 booth.
The Campaillette Collective:
Campaillette is abakery brand thatbrings together independent artisan bakers who share common values. This shared commitment is embodied bythe Campaillette Collective: to be stronger together, while respecting the individuality and personality of each artisan. The launch of the Campaillette Collective is accompanied by anevolution of the brand’s visual identity.
At the trade show, we will be showcasing the Campaillette bread display cabinet: an ideal, modular, and customizable piece of furniture designed to organize your bread selection.
You’ll also get an exclusive first look at Campaillette’s new festive bread: the Tout Schuss. This bread is made with wheat and rye flours and features raisins, almonds, halved hazelnuts, and flaxseeds.
What's new from the Francine brand:
At SIRHA, the Francine brand is proud to showcase a new tool that meets consumers’ demand for transparency: blockchain. Information on the origin of the wheat, the location and date of milling and bagging, a chatbot to discover recipes… Blockchain enables full traceability of Francine Organic flour!
The brand will also take this opportunity to introduce its new packaging : packaging that is more practical, airtight, and 100% recyclable.
We look forward to seeing you,
So, if you’re coming to SIRHA, don’t forget to stop by and see us!
