Transcript taste - FDIN

TOMORROW’S TASTE
FDIN breaktrough seminar
Birmingham, July 16, 2008
2
The Future is in the Past
With knowledge of the past is the insight into the future
many times easier.
Introduction: new trendsetter
Cultural creative!
(source: Paul H. Ray)
Moderns
Traditionals
Secular - materialist - city style - efficiency - up to date
Conservative - pious - small
town - out of date
Cultural creatives
Modern science + old knowledge
The best from the past for a better future
Culturalcreatives
• Well educated
• Enough of hyper-consumption
• Simplification of life in general
• (Want) to buy (eat) what they need
• The extraordinary in the ordinary
• Tired of choice
Culturalcreatives
• Ecology beyond environmentalism
- Total system
Culturalcreatives
• Social responsibility, interest and
concern
Culturalcreatives
• Authenticity (honest)
Culturalcreatives
• Relationships & loyalty - family,
friends, suppliers
Culturalcreatives
• Demanding (themselves & others)
• Female values
(women opinion leaders)
Culturalcreatives
• Eat & drink everything
• No dogma’s
The cultural creative enjoys life.
At the same time he/she wants to
take responsibility for the
sustainability of that enjoyment.
The cultural creative =
trendsetter of the lifestyle of Authenticity.
(authenticity as honest, real & character)
All other trends, including Health,
Sustainability & Convenience will all be
reflected by
Authenticity
Michael Pollan:
“Eat food, not much,
Mostly plants”
Reference:
Taste of
‘REAL FOOD’
Real Food = fresh food
For all new products:
Fresh is the reference
Authenticity
New definition of old values
• Taste of honest products by
honest producers
taste of
Authenticity
Slow food values
• Right to fundamental pleasure of
food
• Strong connection between plate &
planet
• Good, clean & fair food
• Consumer = co-producer
taste of traditional
Authenticity
• Traditional production or cultivation
unconditionally intertwined with
place of origin
taste of reinvented
Authenticity
• Authentic taste & production with the
help of modern technology
• The goal: the best tasting sustainable
product
taste of new
Authenticity
• State of the art sustainable
greenhouse technology for extension
of seasons & growing regions
taste of new
Authenticity
• Redefinition of local product
• Extraordinary in the ordinary
• Unknown in the known
• Innoumerous possibilities
Italian Cavolo Nero in England
discoverkale.co.uk
Celebrity chef
Celebrity producer
taste of
Authenticity
• First impression = visual
new taste = eating with all the senses..
Physical as well as physiological
(environment, local, fair trade etc.)
taste of
Authenticity
• The strength is in the product
(the beauty of imperfection)
taste of
Authenticity
• The taste is in the product
(the strenght of design)
Visual recognizing is easier for consumers than names
(even within a packaging)
taste of
Authenticity
• Food styling
(also for everyday products)
taste of
Authenticity
SEASON
‘Local chefs canning for the long haul’
Revival of canned, dried &
preserved summer produce
= PREMIUMISATION
- better quality, by variety etc..
Authenticity
taste of cooking
• Flavours of preparation
the chef’s trend
Green big egg = new chefs gadget
Low Cooking
taste of cooking
Authenticity
• Flavors of preparation
the chef’s trend
Antigriddle = freezing instead of heating
Health
Real food values
• Taste as solution
Health
taste of
• Return of
taste as a sense
• Sign to brains: enough!
• Taste is the weapon in the
fight against obesity
Old values
New values
Nutrients
Real Food
Vitamins, antioxidants etc... as
‘sacred’. Isolated from their
natural organism
Growing awareness that
organisms are the natural carrier
of nutrients (fruit, vegetables,
meat) and... indispensable for the
intake of these nutrients
Health
taste of
•
Total focus on vegetables,
fruits & grains
Health
taste of
Eating & cooking
• Health = natural
• Intrinsic value of
natural products
• In ‘authentic’ production
• In what is not in it = ‘clean label’
taste of
Health
Eating & cooking
• Eat your color!
Theory with fruit & vegetables in different
colors you get all the nutrients you need
= extra appeal (special for children)
(succesfull new concept Knorr Netherlands)
taste of
Health
Eating & cooking
Healthy taste profile
• Clean palate
• Cream free
• Texture of ingredients
• Light & simple aromats, herbs &
spices
taste of
Health
Cooking
• Intrinsic taste of (humble)
ingredients
• Flavors in different varieties
• Prepared as simple as possible
• Flavor of preparation or
production
Health
taste of
Cooking
• Marinades instead of sauces
taste of
Health
New appliances
• Actifry by SEB
(1 tablespoon of oil for
1 kg of potatoes/vegetables)
Health
taste of
Growing importance of
natural ‘umami’ ingredients
= enhancing awareness flavours
old cheese
fermented fish
dried fruits
dried mushrooms
soya style sauces etc...
Health
taste of
6th ‘Taste’
Sensibility → a mild form of
pain = pleasure
Health
taste of
•New awareness of
pharmaceutical
relationship in taste of food &
medicines
•Ibuprofen & the best quality olive
oil have the same taste and
pharmaceutical relationship
(not chemical)
•Is olive oil the success of
Mediterranean diet?
the
Care
• New taste of taking time
Care
taste of
• Healthy weight = eating &
cooking with pleasure and attention
•• Care
Terug
seizoen
& enjoyment
unconditional intertwined
Althans
worden
• Fresh
food has
the ultimate
health & care appeal
aangesproken
• Putting effort into ‘taste’ education of
children
op
waarden seizoen
Care
taste of
•• Terug
seizoen
‘Scratch’
Return to preparing of vegetables,
Althans worden
meat etc.. = no longer a burden
aangesproken
Cooking = new quality time
op waarden seizoen
taste of
Care
•• Terug
seizoen
Immaterial
values
the personal touch
Althans worden
aangesproken
op waarden seizoen
Care
taste of
•• Terug
seizoen
Experience
Products for the experience of home
Althans worden
growing, bottling etc...
aangesproken
op waarden seizoen
taste of
Care
•• Terug
seizoen
Experience
Fresh picking in your own kitchen
Althans worden
aangesproken
op waarden seizoen
From
Microwave
To
Oven
bonus: appetiting smell
Convenience
• New taste of simplicity
NewConvenience
From choice of ingredients to:
Choice of preparation
Convenience
taste of
• One ‘real’ ingredient
• Maximum of 5-7 components
• Real (fresh) flavour makers
dried, fermented,
paste, marinade
etc..
Convenience
taste of
• New definition convenience
= convenience with the implication of care
* small size heads (one serving) of lettuce
instead of packaged leaves
* no peel potatoes
* bimi-style vegetables
Convenience
taste of:
• Convenient preparation
• From grilling to searing
• From cooking to (microwave)
steaming
Sustainability
• Taste of brands/retailers
you can trust
taste of
Sustainability
More than biodegradable
taste of
Sustainability
Many fads:
• Recycle party’s (food inclusive)
taste of
Sustainability
• Local above organic
• Support local community
= sustainable surrounding
taste of
Sustainability
• Local
goal: revival lively (safe) local community
= exploring all local foods & preferences
taste of
Sustainability
• Product has a soul (like men)
new fair trade: care for local
producer
fair price for a fair product
Conclusion
The focus is...
REAL FRESH FOOD
The value of all taste trends
is...
Authenticity
A CHANGE IN TRENDS IS A CHANCE:
TAKE IT!
www.ammerlaanfood.nl