The next edition of Sirha Europain, to be held from January 22 to 25, 2022 and which will take place for the second time in its history at the Paris Expo Porte de Versailles, will emphasize French bakery. Through its exhibiting offer and its positioning, the fair wants to highlight French know-how and its international projection.

Aside from authenticity, the consumer wants innovation and expects to find variety in their bakery-pastry shop, according to the source “French food stores Vague 2 (CSA Research for CGAD, October 2020)”. To meet this demand, Sirha Europain, which is integrated into the Sirha Food ecosystem, will present a new snacking scenario where foods such as quiches or flavored breads will be included.

Since its change of location, the fair’s offer has not stopped evolving. For example, the flour industry will be included in the list of exhibitors and for the first time a start-up hub will be introduced. In terms of competitions, it will host important ones such as The Bakery World Cup, the Bakery Schools French Cup, and the European Pastry Cup.