New direction for Europain to capitalize on fast-changing sector

By Gill Hyslop

- Last updated on GMT

Related tags Baker Baking

Marie-Odile Fondeur, MD of Europain Paris told BakeryandSnacks the organizers have reinvented the February 2018 edition of the global Europain, World Bakery, Pastry, Ice Cream, Chocolate and Confectionery Trade Show to keep up with the ever-evolving market.

For instance, today’s commercial bakers are not just bakers.

They need to be mulskilled in all departments, from the bakehouse to front of shop; knowing how to interact with staff; understanding the marketing and retail environments; and be fully versed on digitalization, profitability, raw materials, health, safety and so much more.

Most importantly, though, the modern baker needs to understand the consumer, who today is a lot more selective.

  • They expect to find bread 7 /7 but don’t want to work on Sunday
  • They want to pay with their smartphone but at the same time use credit cards and cash, too
  • They want a choice of fresh products every morning and also all the information available on allergens
  • They expect quick service but also want their products to be personalized.

A world in one hall


Europain 2018 will cover more than 47,000m2 of Paris-Nord Villepint held over four days (instead of five) from February 3-6, 2018 and will be segmented into three main themes: manufacturing/producing, selling and managing.

It will also host new events like the Europain Forum that will address topical issues by experts and representatives of different trades in the form of conferences, interviews and roundtables.

The Baker’s Lab will host demonstrations in a fully equipped bakehouse, while Lab’ Intersuc will feature demonstrations dedicated to pastry, chocolate-making and ice-cream by holders of the MOF distinction (Un des Meilleurs Ouvriers de France, a prestigious French pastry championship).

The Bakery Restaurant shop will return – this year as a fully functional restaurant bakery shop, fitted with the latest digital technologies.

Europain 2018 in numbers

  • 500 international exhibitors and brands
  • 300 countries represented
  • More than 60,000 visitors expected 

Finally, the show will host national and international competitions, like the Coupe du monde de la Boulangerie (World Bakery Cup), the Bakery Masters, International Confectionery Art Competition and French Schools Cup.

“The show is in France, because we have the French touch and are very creative people with a the special know-how to adapt different recipes to entice the Millenial consumer,”​ Fondeur told us.

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