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【Introduction】The 7th CIIE will be held at the National Exhibition and Convention Center (Shanghai) from November 5 to 10, 2024. Xuhui District has confirmed that more than 30 companies will participate in the exhibition, of which more than half are regional headquarters of multinational companies, and nearly 50% are "full-time students" of the 7th CIIE. Recently, reporters from the Xuhui District Media Integration Center visited these exhibitors in depth to explore their latest products and highlights of the exhibition. From the stunning appearance of high-tech products, to the vivid practice of the concept of green and sustainable development, to innovative breakthroughs in the field of service trade, these exhibitors are interpreting the "CIIE power" with practical actions, injecting strong momentum into accelerating the development of new quality productivity.

The 7th China International Import Expo (hereinafter referred to as "CIIE") has entered the 100-day countdown. Major exhibitors have unveiled their exhibition highlights in advance. As a "full attendance" for seven sessions and a well-known French food industry company with global influence in the field of yeast and fermentation, Lesaffre, an enterprise under the jurisdiction of Caohejing Street, Xuhui District, has drawn strength from Xuhui, a hotbed of innovation, and added a touch of color to the upcoming CIIE with a series of innovative measures.

"One out of every three breads in the world uses yeast from Lesaffre." Founded in France in 1853, Lesaffre is a major global player in the field of yeast and fermentation, designing, manufacturing and selling innovative solutions for baking, food flavors, nutrition and health, and biotechnology. In 1981, Lesaffre's Swallow brand yeast entered the Chinese market. It insists on quality first, research and innovation, and has developed rapidly in China. It currently provides baking products to the Chinese market, while actively providing solutions to customers and promoting the development of the domestic yeast industry. "Not only in the baking field, we will also better provide products and services to Chinese customers in the fields of food flavors, animal nutrition and health, and biotechnology nutrition." said Yu Zhiqiong, Chief Marketing Officer of Lesaffre China.

The "report cards" of the seven "perfect attendance students" build a bridge for communication between Chinese and foreign companies

"Since the first CIIE was held, Lesaffre has participated in the exhibition for six consecutive times. This year will be the seventh year that Lesaffre has been with the CIIE." Lesaffre has continued to promote baking innovation and cultural exchanges at the CIIE over the years: introducing the Asia-Pacific selection of the baking competition, helping the Chinese national team win the Paris Baking World Cup, and the work "Music Panda" also appeared at the CIIE Achievement Exhibition. In 2021, Lesaffre worked with partners to develop highland barley baking products, which were successfully launched the following year. By the sixth CIIE, Lesaffre had reached a number of strategic cooperations and introduced the Chinese Fermented Pastry Competition to deepen the cultural exchange of Chinese and Western baking.

It is understood that some local companies in Shanghai have gained a deep understanding of Lesaffre's expertise and experience in the fermentation field through the CIIE, opening up a good story of Sino-Western cooperation in researching and developing new products. Currently, among the companies that are in-depth cooperation with Lesaffre's technical team, Shanghai Qingmei Green Food Group hopes to create a series of Chinese noodles that suit the taste of foreign consumers, thereby further expanding the international market.

"Clean label" products meet market demand

As more and more consumers begin to pay attention to the ingredient list of food, "clean label" has become a basic demand of professionals and food companies for product raw materials. This year, "clean label" products will also become a highlight of Lesaffre's booth. Lesaffre grandly launches the Chef 300 bread softener - Clean Label Edition.

In order to meet the Chinese market and consumers' pursuit of healthy food, Lesaffre will fully demonstrate its professional and innovative capabilities in adapting to local conditions, as well as the various customized solutions it provides to Chinese food companies. Compared with previous improver products, the newly upgraded products have the following four application advantages: clean label, simpler ingredients; improved product softness, extended shelf life; more delicate and white texture; improved appearance, increased volume.

Practicing social responsibility to enable sustainable development of enterprises

Lesaffre has always taken "moving forward together to better nourish and protect the earth" as its corporate mission. As one of the important players in yeast, yeast extracts and baking ingredients in the world, Lesaffre has long insisted on keeping its products close to nature, protecting nature and promoting sustainable development while producing.

As a French company deeply rooted in the Chinese market, Lesaffre is well aware of the importance and necessity of actively assuming social responsibilities in the local market, and has made positive contributions to promoting the development of China's baking industry and building a platform for food culture exchanges between the two countries. The launch of the "Swallow Young Baker Program" actively cooperates with China's rural revitalization strategy and skilled talent training, and reserves high-quality talents for the future of China's baking industry.

At the 2023 CIIE, Lesaffre not only brought the "Louis Lesaffre Cup" to the site, but also held the first Louis Lesaffre Cup Chinese Fermented Pastry Competition. Through the broad platform of the CIIE, it promoted the national trend of Chinese pastries to the world and let the world taste the "Chinese taste". For many years in a row, Lesaffre has also brought the special baked goods of dozens of ethnic groups around the world to the CIIE site to show the audience the history and culture of baking, including Chinese pastries. With the help of the CIIE stage, Lesaffre actively builds a bridge for the exchange of world food and culture.

Reporter: Zhang Wang

Original title: "China International Import Expo: Strong Voice and New Quality｜"Full Attendance" Leads Baking Innovation"