Exports of Walloon cookies and pastries rose by 16.1% in 2023. And the success for Walloon sweet products is also confirmed at a trade show like Sirha Lyon, the world's leading food service and hospitality event. A third of participating Walloon companies offer cookies or chocolate.
In just a few days' time, the world's gastronomic elite will gather at Sirha Lyon (January 23-27, 2025). This is the world's leading event for food service and hospitality. This trade show for professionals is also the arena for the world's greatest gastronomy competitions, including the Bocuse d'Or final, the World Pastry Cup and the International Catering Cup.
Once again, Wallonia will be in the spotlight at Sirha. Wallonia is celebrating 30 years of presence at this not-to-be-missed trade show. In fact, the Walloon pavilion was the first international pavilion to be present in the capital of French gastronomy.
The success of chocolates and cookies
Sirha is a major draw for quality Walloon sweet products. It's no coincidence that a third of participating Walloon companies offer cookies and chocolate in Lyon.
But what makes Walloon chocolate so successful? Quality and creativity. Quality of ingredients: selected beans, natural flavors, exclusive use of cocoa butter (and not other fats as is tolerated today), perfect grinding and “conching”... Whether dark, milk or white, in bars, pralines or figurines, the chocolate of our regions offers a generous, deep and incomparable taste. Backed by centuries of know-how, today's Walloon chocolatiers dare to create new recipes, never-before-seen presentations and daring combinations.
While our German, French and English neighbors are our biggest “fans”, Walloon chocolate is enjoyed in the USA, Canada and Japan. And the big names are everywhere synonymous with luxury and refinement.
Overall, Belgium is the world's second-largest exporter.
The only sector with export growth in 2023
While total Walloon exports fell in 2023 (- 5.9%), one of the few sectors in the Walloon top 10 to see growth (along with pharmaceuticals) was food and beverages.
With a value of over 4 billion, they have jumped by 11.5% compared to 2022, and represent 7.3% of total Walloon exports (6.1% in 2022).
In particular, frozen vegetable/potato preparations (+19.0%) and cookies and pastries (+16.1%) drove the sector upwards.
Food and beverage products now rank 4th among export sectors.
A winner at the Sirha Innovations Awards
The Sirha Innovation Awards recognize the year's best products, materials, equipment and new technologies in the food and beverage sector. Of the 465 entries received, 13 were selected, including a Walloon company: Simply Bread.
Thanks to precise temperature control on several levels, the Simply Bread bread oven ensures even, perfect baking without the need to move the loaves. Its integrated connection system enables regular updates, while its connected functions optimize maintenance management and reduce energy costs.
Two Belgian teams in the cooking competitions
Last but not least. Sirha Lyon is the arena for the finals of numerous culinary competitions. Two Belgian teams are taking part in the World Pastry Cup and the International Catering Cup.
Verviers chocolatier Jean-Philippe Darcis coaches the Belgian team in the Pastry World Cup. This is a major international event that brings together the best pastry talents from all over the world. During the competition, three pastry chefs - an ice cream specialist, a sugar expert and a chocolatier - team up to tackle technical challenges in their respective fields. The theme of the 2025 final is national heritage. The results will be announced on January 25, 2025.
For the International Catering Cup (ICC), a 100% Walloon team will face the jury on January 23, 2025. After winning the prize for best fish tasting at the ICC in 2019, Nicolas Tournay is once again taking part in the competition. This time, he will be joined by his second Kevin Bernard. Both work in the kitchens of the Mont-à-Gourmet restaurant in Courcelles. They are coached by chef Raphaël Adam from the L'Essentiel restaurant in Temploux.
