International Agriculture Show (SIA): A Showcase of Agriculture and Food Delights
The highly anticipated Salon International de l’Agriculture (SIA) is set to open its doors to the public in Paris on Saturday, February 22nd, for a nine-day extravaganza. Each year, an estimated 600,000 visitors flock to the Parc des Expositions de la Porte de Versailles to admire livestock and indulge in regional delicacies.
While some brands have consistently shunned the event, others have become familiar faces at the Salon, standing side-by-side with farmers. Among them, Lidl will once again occupy a prominent stand in Hall 1, the most popular pavilion at the event. The German retailer has been a loyal participant at the SIA for the past decade, and its commitment to tripartite contracts with farmers has earned it a favorable reputation within the industry. However, in recent months, like the rest of the retail sector, it has not been immune to agricultural protests.
Against this backdrop of tension, the majority of other distributors will be absent this year. Auchan and Intermarché, which had participated in a few editions before the COVID-19 pandemic, will once again be absent. Carrefour, Casino, Aldi, Coopérative U, and Intermarché will also not have stands this year. Last year, Carrefour, despite being listed among the exhibitors, canceled its participation at the last minute.
Nonetheless, at the initiative of TV host Karine Le Marchand, several industry leaders (Carrefour, Intermarché, U, Auchan, and Casino) are scheduled to take the stage at a joint press conference on February 26th to unveil "three collective initiatives," though their specific content remains undisclosed.
On the agro-food industry front, the absence of Lactalis is noteworthy. Present at the last four editions, the dairy giant faced challenges during the 2024 edition when its stand was temporarily closed after a protest by farmers who dumped manure on the premises. The company has explained its absence by stating that it only participates in the SIA when the Salon du Fromage (Cheese Salon) is held concurrently, which occurs every other year. Therefore, its return is expected in 2026.
However, other heavyweights of the sector will be present. Danone, Sodiaal (Candia, Entremont, Yoplait), Eurial (Soignon, Pavé d’Affinois), Isigny Sainte-Mère, and the Sill group (Le Gall, Laiterie Malo) have confirmed their participation. In Hall 4, Nestlé will also have a space, in contrast to American multinational Mondelez (Lu, Oreo, Philadelphia), which will be absent this year. As is customary, Herta will set up shop alongside the pigs in Hall 1.
Finally, McDonald’s will once again return to the Salon de l’Agriculture, continuing its well-honed strategy of cultivating relationships with the agricultural sector. Present in Hall 1 since the early 2000s, the American fast-food giant continues to nurture its image among French producers.
