Flavours & fragrances
Despite the Covid-19 pandemic, companies have continued to maintain flavour supplies to manufacturers.
the flavour industry. I wish to continue working in that direction.”
In the meantime, his work with Stoschek should be seen through the prism of taking the association forwards – a key issue being how EFFA should position itself in relation to two major driving forces, namely the expectations of policymakers as well as consumer demands/trends. “On both sides, we see a movement towards more sustainable, health- conscious diets,” says Van der Duijs. “Flavourings have a big role to play here.”
Central to this are the EU Green Deal and Farm to Fork initiatives in particular. As Van der Duijs notes: “One of the main objectives of the Farm to Fork Strategy is to make the healthy choice, the easy choice. At the same time, the commission’s initiatives are very broad, ranging from organic production to front-of-pack labelling.
“On both sides, we see a movement towards more sustainable, health-conscious diets. Flavourings have a big role to play here.”
“We are already seeing the impact of this on the ingredients and flavourings industry. EFFA, for example, has developed a guidance document on the new organic regulation in relation to flavourings and a fact sheet on the nutritional value of flavourings. “We’re part of the conversation to ensure that we as an industry continue to anticipate needs and adapt as necessary to the market, consumer trends and policymaker expectations,” he adds. Against the backdrop of the EU Green Deal and Farm to Fork, other issues and initiatives in play include the trend towards sugar reduction, the growing use of plant-based proteins and the role that taste plays as a driver of choice. The big question though is whether the politicians in Brussels actually
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understand the issues regarding the ingredients and flavour industry. The European Virtual Flavour Day – organised by
EFFA in November 2021 – will have certainly helped, as it provided the perfect opportunity to discuss the EU Green Deal and Farm to Fork with policymakers, academia and NGOs, according to Van der Duijs. For example, a sugar-free candy – with a flavouring EFFA called #BetterTogether; a blend of three flavourings – was developed specifically for the event. Each one, according to Van der Duijs, represents a European region and tells a specific story about the ingredients used and the people who developed it.
The big taste enabler
The major takeaway on flavourings is that while they are good on their own, the taste is even better when you put them together.
“The Flavour of Europe is all the countries working together to achieve our objectives. That is what a European Association is about – and it’s the spirit that I want to continue developing with our members,” Van der Duijs says.
“As we discussed in our panel, taste is often mentioned as a main driver of consumer choices. One of the conclusions of the EU’s Eurobarometer on ‘making our food fit for the future’ was that Europeans prioritise taste, food safety and cost over sustainability concerns when purchasing food. “Consumer trends and policymakers are anticipating these trends with their focus on a more health-conscious and sustainable diet,” he adds. “But, in order for this to be a long-term change, these diets must bring gratification to consumers.” In other words, healthier products must be enjoyable. By being taste enablers, flavourings can be adapted to provide consumers with the eating experience they are looking for. With Van der Duijs at the helm, that will always be at the forefront of EFFA’s thinking. ●
Ingredients Insight /
www.ingredients-insight.com
Fascinadora/
Shutterstock.com
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