At the 2025 International Agricultural Show (SIA), we participated in a series of events and initiatives highlighting our commitment to quality, sustainability, and solidarity. Here’s a look back at the highlights of this year’s event.
Our Francine brand takes center stage in discussions at the Agridemain booth
Our Francine brand is made with French wheat grown as close as possible to our mills in Reims, Paris-Gennevilliers, and Marseille. This supply chain was highlighted during the dinner discussion on Monday, February 24, at the Agridemain booth, which brought together several prominent figures to share their perspectives on Francine’s role in the French diet:
- – Céline Imart, Member of the European Parliament,
- – Lionel Vuibert, Member of Parliament for the Ardennes,
- – Guillaume Gomez, Meilleur Ouvrier de France and ambassador for French gastronomy,
- – Eric Birlouez, a sociologist specializing in food,
- – Basile Faucheux, president of AgriDemain,
- – Christoph Büren, President of the VIVESCIA Group,
- – Valérie Frapier, Director of CSR for the VIVESCIA Group and the TRANSITIONS program,
- – Pierre Garcia, CEO of Grands Moulins de Paris,
- – Marie-Aude Lebrun, Marketing Director at Francine,
- – Mathieu La Fay, Associate Director at Com’Publics.
The farmers of the VIVESCIA cooperative—Mathilde Jonet, Clément Regnault, and Bertrand Languillat— also shared their pride in producing this wheat, which, through this iconic brand, allows them to connect directly with consumers.
Together, they blew out the candles on the cake created by Chef Nicolas Breneliere of Euro-Toques France to celebrate Francine’s 60th birthday!
Our Francine brand is in the spotlight at the Food Banks’ booth
On Thursday, February 27, a donation of 100 tons of our Francine flour was presented to the Food Banks of the Grand Est region thanks to the chain of solidarity with our farmer-cooperators VIVESCIA, in the presence of Marie Gailliot, a board member of the cooperative, and Pierre Garcia, CEO of Grands Moulins de Paris. Solidarity cooking workshops were also held to distribute meals to people in need, in collaboration with the Order of Malta France.
In 2024, the “Wheat Donation” campaign collected 76 tons of wheat donated by VIVESCIA’s cooperative farmers, which was processed into 100,000 packages of Francine flour (thanks to an additional contribution from Grands Moulins de Paris), covering a quarter of the annual national needs of food banks.
Strengthened Commitment: Grands Moulins de Paris Signs Agreement with Noriap for TRANSITIONS Wheat
On Monday, February 24, the TRANSITIONS forum was also held at the Agridemain booth, featuring the signing of an agreement to replicate the TRANSITIONS program by Christoph Büren, President of the VIVESCIA Group, and David Saelens, President of the NORIAP Group, in the presence of Bruno Bonnell, Secretary General for Investment and Head of France 2030.
Following this, the signing ceremony for the first clients of the TRANSITIONS by GROUPE NORIAP coalition took place with Nathalie TERNOIS, Director of Agriculture at Noriap; Pierre Garcia, CEO of Grands Moulins de Paris; Olivier Leducq, CEO of TEREOS; Jean Loup Sterin, Sales Director at Novial Nutrition Animale; and Fabrice Renavand, CEO of Cocorette.
Grands Moulins de Paris is pleased to strengthen its commitment to the TRANSITIONS program launched by the VIVESCIA Group by joining the coalition initiated by the NORIAP Group. This partnership will enable us to expand our capacity to supply our customers with flour made from TRANSITIONS wheat.
The GMP Bakers' Guild Takes Center Stage at the Greater Paris Bakers' Union Booth
Throughout the trade show, members of the GMP Bakers’ Guild took turns manning the Île-de-France Region booth at the bakery of the Greater Paris Bakers’ Union, alongside many passionate professionals.
We were also honored to welcome Dominique Anract, president of the National Confederation of French Bakers and Pastry Chefs; Franck Thomasse, president of the Greater Paris Bakers’ Union; and Eric Bleuze, president of the Seine-Saint-Denis Bakers’ Federation, as part of the campaign to promote the traditional Île-de-France baguette.
The ANMF introduces visitors to the art of milling at the Intercéréales booth
The ANMF (National Association of French Millers) organized a quiz at the Intercérales booth to highlight the milling industry and its various professions. The winners took home their “chasseursdegraines” baguettes and baguette bags, along with a package of Francine Blé T45 flour.
Baking expertise on a table of excellence
The Grands Moulins de Paris Bakers’ Guild also baked the baguettes for the Club de la Table Française’s Grand Dîner, which brought together numerous institutional representatives and politicians during the SIA. Made with our Label Rouge Platine and CRC® flour, they delighted the guests’ taste buds!
