At the 2025 International Agricultural Show (SIA), we took part 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 show.
Our Francine brand at the heart of discussions at the Agridemain stand
Our Francine brand is produced using French wheat grown as close as possible to our mills in Reims, Paris-Gennevilliers, and Marseille. This supply chain was highlighted during a roundtable discussion on Monday, February 24, at the Agridemain stand, which brought together several prominent figures to share their views on Francine's place in the French diet:
- – Céline Imart, Member of the European Parliament,
- – Lionel Vuibert, Representative for the Ardennes,
- – Guillaume Gomez, Meilleur Ouvrier de France (Best Craftsman of France) and ambassador of French gastronomy,
- – Eric Birlouez, food sociologist,
- – Basile Faucheux, President of AgriDemain,
- – Christoph Büren, President of the VIVESCIA Group,
- – Valérie Frapier, CSR Director for the VIVESCIA Group and the TRANSITIONS program,
- – Pierre Garcia, CEO of Grands Moulins de Paris,
- – Marie-Aude Lebrun, Marketing Director, Francine,
- – Mathieu La Fay, Associate Director, Com’Publics.
The farmers of the VIVESCIA cooperative, Mathilde Jonet, Clément Regnault, and Bertrand Languillat, also shared their pride in producing this wheat, which allows them to connect directly with consumers through this iconic brand.
Together, they blew out the candles on the cake made by chef Nicolas Breneliere of Euro-Toques France to celebrate Francine's 60th birthday!
Our Francine brand takes center stage at the Food Banks stand
On Thursday, February 27, a check for 100 tons of our Francine flour was presented to the Food Banks of the Grand Est region thanks to the chain of solidarity with farmer-cooperators. VIVESCIA, in the presence of Marie Gailliot, administrator 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" operation collected 76 tons of wheat donated by VIVESCIA's cooperative farmers, which was transformed into 100,000 packets of Francine flour (thanks to an additional contribution from Grands Moulins de Paris), covering a quarter of the annual national needs of food banks.
Stronger 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 stand, featuring the signing of the TRANSITIONS program duplication agreement with 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, in charge of France 2030.
Following on from this, the first clients of the TRANSITIONS by GROUPE NORIAP coalition signed up with Nathalie TERNOIS, Director of Agriculture at Noriap; Pierre Garcia, Managing Director of Grands Moulins de Paris; Olivier Leducq, Managing Director of TEREOS; Jean Loup Sterin, Sales Director at Novial Nutrition Animale; and Fabrice Renavand, Managing Director of Cocorette.
Grands Moulins de Paris is pleased to strengthen its commitment to the TRANSITIONS program initiated by the VIVESCIA Group by joining the coalition launched by the NORIAP Group. This partnership will enable us to increase 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 stand
Throughout the trade show, members of the GMP Bakers' Guild took turns manning the Île-de-France Region stand in the bakery of the Greater Paris Bakers' Union, alongside many other passionate professionals.
We also had the honor of welcoming 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, for the promotion of the traditional baguette from the Paris region.
The ANMF introduces visitors to milling at the Intercéréales stand
A quiz-style event was organized by the ANMF (Association Nationale de la Meunerie Française) at the Intercérales stand, highlighting the milling industry and its professions. The winners left with their baguettes and "chasseursdegraines" baguette bags, as well as a pack of Francine Blé T45 flour.
Baking expertise on a table of excellence
The Confrérie des Boulangers Grands Moulins de Paris also produced baguettes for the Grand Dîner du Club de la Table Française, which brought together numerous institutional figures and politicians during the SIA. Made using our Platine Label Rouge and CRC® flour, they delighted the guests' taste buds!
