International Hotel Catering and Food Trade Exhibition
January 24-28, 2009 ● Eurexpo - Lyon, France

* There is a 10% surcharge on Applications received after September 30th, 2008. 
After this date, space in the Discover America Pavilion cannot be guaranteed.

Official Show Website

Sirha 2009 Exhibitor Prospectus 1

Sirha 2009 Exhibitor Prospectus 2

	Exhibitor Services

Sirha 2009: The Market

The HRI/food service sector is an open, highly competitive market in France, supplied primarily by domestic and EU producers.  However, there are opportunities for U.S. suppliers for reasonably-priced, high quality and innovative products, including fish and seafood, bison and other meats, fresh fruits, including grapefruits and exotic fruits, vegetables, fruit juices and soft drinks, wine, sauces and salad dressings, soups, spices, dried fruits and nuts, frozen foods, snack foods, ethnic food products, breakfast cereals, rice and pulses, desserts, as well as gourmet products and confectionery.

The European hotel, restaurant and institution (HRI) food service market is valued at €350 billion ($556 billion), with some 21 billion meals served annually, growing at an annual rate of 5%.  France has a large and highly fragmented food service sector with many small to medium-sized players, currently serving over 9 billion meals a year, valued at €75 billion ($117 billion), roughly divided into two sub-sectors:  1) Commercial catering dominating the sector with 77 percent of the market, and 2) Institutional catering, representing 23 percent of the market.  59 % of French people have lunch outside home.

The total number of chain operated hotel rooms in France, Germany, U.K., Italy, Spain, and Greece is 3.8 million (USA: 4.4 million), with European chains accounting for approx 1/3.

For information on the Hotel/Restaurant/Institution/Food Service Sector in France, go to http://www.fas.usda.gov/gainfiles/200703/146280654.pdf.

Sirha 2009: The Show

Sirha is arguably the leading international trendsetting show in the food service industry with attention-grabbing cooking contests, the world famous Bocuse d’Or, the World Pastry Cup, and the International Caseus Award.  The biennial show has become the international event for the food service sector, the only show in the world where exhibitors come together with international chefs to test and display their innovations, products and concepts, creating unique demonstration experiences.

Visitors:  U.S. exhibitors at Sirha 2009 will be able to test or launch new products, flavors, or concepts and reach key players in the rapidly expanding French marketplace and Europe as a whole.  The approx. 133,000 visitors represent decision makers and buyers from the hotel/restaurant, food service and retail sectors, including supermarkets, as well as caterers, importers, wholesalers and distributors, and include some 14,000 international visitors from 106 countries and more than 900 journalists from all over the world.  Sirha has become a leading international event with attendee numbers exceeding those of SIAL Paris, ANUGA, and NRA.

The Sirha 2007 trade visitors represented Restaurant, Café, Bar, Catering (33%), Bakery, Pastry, Confectionery (18%), Food Trade and Retail (14.5%), Food Industry (6.5%), Hotels, Resorts (6%), Consultants, Architects, Designers(1%).

Exhibitors:  The number of exhibitors at Sirha has more than doubled since the show's debut in 1999.  Exhibiting companies range from large food service providers to small and medium-sized companies with ingredients and food products and concepts.  Sirha 2007 attracted 1,985 international exhibitors on 108 000 sqm (1.1 million sq. ft.), including 426 exhibitors from 26 countries, a 17% increase compared to 2005.  49% of the exhibitors represented the food industry, 21% the food service sector, and 14% the hospitality and new technology sectors.

Sirha 2009: The USA Pavilion

The USA Pavilion at Sirha 2009 is endorsed by the U.S. Department of Agriculture, Foreign Agricultural Service.

USA Pavilions offer easy ways to exhibit, with full assistance before and during the show, create customer-, and user- friendly U.S. environments at international events, and provide U.S. companies with cost-effective means to reach targeted international audiences through all-inclusive turn-key booth packages with access to USA hospitality lounge and business services for one low price:

• Market assistance from USDA/FAS France
• Prime show location
• USA branding
• Individual booth
• Exhibitor passes
• Individual directory listings
• Internet access
• Bilingual pavilion staff
• Daily cleaning
• Consolidated shipments
• Hotel accommodation
• VAT refund service

Food Export USA Northeast
www.foodexportusa.org

Food Export Association of the Midwest USA
www.foodexport.org

SUSTA (Southern United States Trade Association)
www.susta.org

WUSATA (Western United States Agricultural Trade Association)
www.wusata.org