International Hotel Catering and Food Trade Exhibition
January 22 - 26, 2011
Eurexpo - Lyon, France

SIRHA 2011: The Market
The hotel, restaurant and institution(HRI) service sector is an open, highly competitive market in France. According to USDA/FAS 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 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.

For information on the Hotel/Restaurant/Institution/Food Service Sector in France, click HERE.

SIRHA 2011: The Show
Sirha is arguably the leading international 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 industry, in addition to attracting buyers from around the world, 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 2011 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. 142,000 visitors (2009) 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 15,700 international visitors from over 100 countries and more than 900 journalists from all over the world. Sirha is a leading international event with attendee numbers exceeding those of SIAL Paris, ANUGA, and NRA.

The Sirha trade visitors represent 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 2009 attracted 2,098 international exhibitors on 108 000 sqm (1.1 million sq. ft.). 49% of the exhibitors represented the food industry, 21% the food service sector, and 14% the hospitality and new technology sectors.

SIRHA 2011: The 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