Vincent Guerlais: “For Relais Desserts, the focus is professional excellence, not generating business”

Barcelona once again hosted in spring a new edition of the annual Relais Desserts seminar, with Gaudí’s legacy and Modernism serving as the main sources of inspiration. A total of 220 people participated in the event, including more than 80 pastry chefs from 19 countries, as well as guests and sponsors.

We took the opportunity to interview its president, Vincent Guerlais, whose responses we have published in the new so good.. magazine 36. We share an excerpt below.

Discover so good.. magazine 36

2026 marks the tenth anniversary of our interview with Frédéric Cassel, then president of Relais Desserts. How have all the changes of the past decade influenced the association?
Over the past ten years, we have followed the path set by Frédéric Cassel, but the business landscape
has changed profoundly. The most significant transformation has occurred in human resources management, especially following the pandemic. Issues related to corporate social responsibility and an
increasingly complex regulatory environment have also taken center stage, particularly in Europe.

Relais Desserts’ role is precisely to help its members anticipate these changes, share experiences, and move forward together. Companies must constantly adapt, and the association serves as a forum for exchange to address these developments.

Why is Relais Desserts considered more of a seal of quality than a brand?
Because its core mission has never been to generate business directly for its members. Relais Desserts exists to foster the exchange of knowledge and help professionals grow both as pastry chefs and business owners.

Unlike other organizations whose brand has a clearly commercial function, here the focus is on professional excellence. The association can help you better manage your business or improve your craft, but its primary goal is not to increase sales, but to nurture a specific way of understanding the profession.

Among the more than 80 members, there are currently no women. What is the reason for this situation?
It is neither a decision nor a deliberate choice of the association. On the contrary, we are completely open to welcoming women and would like to have many more in the future.

It is also important to remember that behind many of our companies are women who play a fundamental
role in the management and development of the businesses. We have had female members in the past and hope that more professionals will join us in the coming years.

What are the keys to advancing the art of fine patisserie?
The key is exchange. When professionals share knowledge, experiences, and innovations, the craft progresses. An idea that remains isolated has limited reach; conversely, when it is shared, it contributes to
collective growth. That spirit of sharing is precisely one of the pillars of Relais Desserts.

Discover the full interview with Vincent Guerlais in so good.. magazine.. 36, in which he reveals the goals achieved during his tenure and discusses whether promoting French haute pâtisserie is compatible with cultural exchange between different traditions, alongside creations by various members of Relais Desserts.

Thanks for reading! At so good.. magazine you’ll find more content related to the world of pastry. Follow us at @sogoodmag to discover much more.