From January 23 to 25, Sirha Europain (Paris expo Porte de Versailles) will host the European Pastry Cup 2022, the European qualifier of the Coupe du Monde de la Pâtisserie. Apart from the date, the organization has not yet released more details of the next edition of this competition that takes place every two years and that always generates a lot of interest. The question is whether the teams from each country will have time to prepare with such little margin after the grand final held just a few days ago.
In fact, it is surprising that Sirha Europain will be taking place only three months after Sirha in Lyon, integrated under the Sirha Food brand. A totally unusual fact, since traditionally both appointments were celebrated in the first quarter of alternate years. The outlook is very positive, the organizers explain, because “the bakery and pastry sector has experienced strong growth in the first half of 2021”. With the stoppage of restaurant activity in 2020, the establishments in the sector are in a process of change to face new consumer trends. Europain is presented as a tool to help professionals make a sustainable transition.