MARCH 2018


In addition to contests, innovations in machinery and technology, Brazilian Terroir, Sirha Bar and a Concept Hotel are some highlights of Sirha São Paulo, from 14 to 16 March

Sirha (Salon international de la restauration, de l’hôtellerie et de l’alimentation), the major international event for foodservice and hospitality professionals, has at its third edition in Brazil. It will take place from 14 to 16 March at São Paulo Expo, and it expects to host 15 thousand people, in addition to 250 exhibitors and brazilian and international brands for three days. Sirha is unique due to its diverse schedule, which attracts industry professionals who desire access to content, technological innovations, contests, classes and tasting sessions. 

Among various activations that take place during the show, the gastronomy and pastry competitions have great importance and this year they bring news. Giovanna Grossi now heads Bocuse d’Or, one of the world’s largest haute cuisine competitions. The young chef from Alagoas (Northeastern state of Brazil) was the Brazilian and Latin American winner of the last editions and represented Brazil in the world grand finale in 2017, in Lyon. Daniel Boulud, the French chef, who is head of a restaurant empire and owner of several Michelin stars, will be the jury president. 

In order to assist her with this work, Giovanna invited renowned chefs from all over Brazil to join the Bocuse d’Or Brazil’s Committee: Bel Coelho, Geovane Carneiro, Guga Rocha, Ivan Ralston, Onildo Rocha and Thomas Troisgros. During the Brazilian selection, four competitors will have 5 hours and 35 minutes to prepare two dishes, one with fish – salmon – and one with mangalitsa, originally from Hungary. The winner of this stage will participate in the Selection Americas 2018, competing for a place in the world grand finale. 

Coupe du Monde de la Pâtisserie also has a great novelty. The pastry chef Rafael Barros is the new president of the competition. He has also chosen a team of pastry experts for the contest committee. They are Philippe Brye, Flavia Quaresma, Ramiro Bertassin, Tati Benazzi, Alexandre Augusto and Lu Neves. This year, the contest theme is “Enchanted Forest” and the four competitors will have six hours to make recipes focusing on sugar or chocolate, depending on the category in which they suit. The jury will give the final word on the two pastry chefs who will pass to the continental stage in Mexico. 

Talentos do Gelato, an exclusive contest of Sirha’s Brazilian version, which had its debut in the last edition of the show, will have a new stage. The registrations are open to four participating doubles through the email With the coordination of gelato master Frederico Samora, the regulation requests the preparation of an unusual item with gelato, salty finger foods, as well as decorated trays and cold pies. 

One of the great innovations of this edition is the Concept Hotel, a pioneering concept developed, in partnership, by Samba Hotéis, Eurobras and Pokt Design + Arquitetura. The Samba in the Box project will provide the audience and potential investors a fast and creative alternative to hospitality. It started from the concept that uses shipping containers in the production of residential buildings, which has been gaining more and more space in Brazil and in the world. Considering the idea that hotels are temporary homes, the project also intends to create environments in which guests can feel comfortable and safe, such as inside their homes. Therefore, clear and objective definitions have been choose for the spaces of circulation and permanence, with classic finishing materials such as wood and carpets, matching them with wall novelties and lining with unconventional materials. 

The show offers many relevant contents to its audience. In partnership with CNC (The Brazilian Confederation of Commerce of Goods, Services and Tourism), Senac Seminar on Gastronomy: Saberes & Sabores – a hotelaria põe a mesa (Knowledge and Flavors: hospitality sets the table) will take place during the 03-day event. Benchmark in professional education for Tourism and Hospitality, Senac will gather renowned Gastronomy professionals, at Sirha, to show case and debate the best solutions to improve and value food services in hotels, bars and restaurants. 

Another novelty is Sirha Bar, an unprecedented space where national and international brands will exhibit their products in an attractive way, through exclusive content, lectures, demonstrations and harmonization, involving the following themes:  coffee, wine, beer and mixology. Carolina Oda, professor and consultant for the implementation of brands and businesses, room service and beverages, will curate the activation. 

Sirha also counts on the Brazilian Terroir, an opportunity for small producers from several states of Brazil to show case their products to chefs and buyers of the market. The result of a strategic partnership with the National Sebrae (Brazilian Service to Support Micro and Small Enterprises), the space gained prominence in the last editions, going to Lyon in January 2017, in the French edition of Sirha. This year, there will be 63 exhibitors from all over the country. The bet will be “islands” with special cheeses, wines and coffees. In addition, there will be products that have a gourmet appeal and come from different locations of the country, and depict the Brazilian way of life.