Monday 22 November 2021

Launched on October 1, 2018 at the Broodway trade show in Belgium, the AVENIRS project (Artisanat Vecteur Européen de Nutrition Intelligente et Responsable pour la Santé) supported by the Interreg V France-Walloon-Flanders cross-border cooperation program, is nearing the end of its first stage. It is time for a first assessment of this daring project which brings together scientists and craftsmen.


On Monday, November 22, at 5:30 p.m. at the Chambre des métiers de l'artisanat des Hauts-de-France in Lille, all the partners will take stock of this project, an evening that marks the culmination of an experimental phase of four years of work devoted to researching and developing a range of artisanal breads and pastries with nutritional benefits, and to supporting sixty artisans from the Hauts-de-France region and the Belgian province of West Flanders.

The event brings together UniLaSalle's scientists, partners and the pilot craftsmen who took part in the project around the tasting of the "Un grain de plaisir/Da mag!

It provides an opportunity to discover how the French and Flemish partners have pooled their expertise to offer cross-border craftsmen a range of products combining pleasure and nutrition, the "Un grain de plaisir/Da mag!" range.


  • 6:00 pm - 6:30 pm: Food and health: what place in the windows of artisan bakers?

Round table on the context of the project and the place given to each partner. With L. RIGAUD, President of the Chamber of Trades and Crafts Hauts-de-France, P. Huyghe, Director of Operations SYNTRA WEST and T. AUSSENAC, Director of the Transformation and Agro-resources research unit, UniLaSalle.

  • 18H30- 19H: A grain of pleasure: sharing expertise to serve an innovative offer adapted to French and Flemish craftsmen

Round table on the cross-border implementation of the project: From market studies, to training tools for companies, through the innovation and sales aspects: Testimonials on the collaboration of French and Flemish partners to design an artisanal and innovative range of breads and pastries with nutritional benefits.

  • 19H- 19H30: Scientists and craftsmen: a meeting full of flavors!

Round table discussion on the return of this collaborative experience between bakers and health food experts
Testimonials and opinions of bakers on the products and their implementation in stores.
Discussions about innovation within the artisanal company.

  • 19H30- 20H: A grain of pleasure: what tastes for tomorrow?

Round table discussion with all the partners of the AVENIRS project and exchanges on this European experience around the craft industry, innovation and the trend for wellness and health in the food industry
- The CMA Hauts-de-France and UniLaSalle: A source of inspiration (for apprentices) and an experience to develop and perpetuate by emphasizing proximity
- Syntra West: strengthening the innovative training offer oriented towards the market and the future
- POM West Vlaanderen: developing a research infrastructure in health food targeted at health disorders

The AVENIRS and UniLaSalle project
Led by the Hauts de France Chamber of Trades and Crafts, and supported by four French and Belgian partners: UniLaSalle, Syntra West, POM West Vlandereen, SAS Demarle and Lesaffre, the project has been financed for four years by the European Regional Development Fund (ERDF). Its ambition is to support artisan bakers in the creation of a new range of health/wellness products. François Buche, a teacher-researcher in food science and member of the Pétales research unit (food processes and transformations and effects on health) at UniLaSalle, was the scientific manager. The marketing positioning of AVENIRS products was the subject of studies carried out with the help of teacher-researchers in marketing and student-engineers in Food and Health at UniLaSalle. Another expertise provided by the engineering school: the feasibility of manufacturing products designed by craftsmen, a reality tested by the Institute's teacher-researchers.


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