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Seven Food Trends 2012
 

Seven Food Trends 2012

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Ketchum Pleon ist weltweit eine der erfolgreichsten Kommunikationsagenturen im Bereich Food & Beverages. Unsere Mitarbeiter besuchen regelmäßig Konferenze, Trendshows und Messen, um die ...

Ketchum Pleon ist weltweit eine der erfolgreichsten Kommunikationsagenturen im Bereich Food & Beverages. Unsere Mitarbeiter besuchen regelmäßig Konferenze, Trendshows und Messen, um die kulinarischen und marketingspezifischen Trends der Branche zu erfassen. Dieser Report fasst die Insights der IACP Konferenz in New York im März 2012 zusammen.

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    Seven Food Trends 2012 Seven Food Trends 2012 Document Transcript

    • Seven Insights FromThe International Association of Culinary Professionals (IACP)2012 New York ConferenceWhen hundreds of culinary professionals descend on the city of New York for their annualconference, one can expect a vast menu of topics from amuse-bouche to substantial fare.For some, the theme “The Fashion of Food,” at the IACP conference March 29 through April2 in New York, made perfect sense given the meeting location in one of the world’s topfashion capitals. For others, the discussion of the intersection of food and fashion trendsmight have felt a tad too trendy, a little glib and maybe a touch uncomfortable forsomething as serious as our daily bread. According to IACP, the conference was designedto “examine, challenge and celebrate the ways in which the food world interacts with othercultural currents” and “explore how food both initiates and responds to the never-endingpursuit of the new. Whether or not the total conference delivered on its stated goal, I willleave to more experienced cultural anthropologists and style mavens. Instead here areseven insights for food communications and marketing professionals gleaned from somekey workshops and presentations.1) Beware of Fashionable Food Fads but Tap into People’s PassionsThe opening panel discussion, “The Fashion of Food,” featured some light-hearted banterbetween New York Times reporter Kim Severson, Bon Appetit editor Adam Rapoport (aformer GQ staffer), Chef Marcus Samuelsson and Susan Lyne of the Gilt Groupe. And, whatwas their rational for linking food and fashion? Each day you’re going to get dressed andyou’re going to eat. Digging just a little further than skin deep, the panel made thedistinction that just like fashion, food has become deeply personal and has now become away of expressing yourself. Lyne said her high-end website Gilt Taste is not just sellingfood, but an experience and memories. The panelists advised eschewing short term fadsand focusing on trends that stick. Samuelsson recommended trusting the story you want totell and recognizing that story may often take years to develop. Implication: For foodmarketers trends may spark ideas and creativity, but the personal passions andexperiences of the consumer are the real hook and reason to connect.1|Page
    • 2) Cities are Co-Creators in Food Trends“How Food Can Make a City Famous” featured a panel of writers, academics andanthropologists who explored why certain cities become well-known for their food culture.Focusing on the food centers of London and New York, one presenter noted thatCommunity, Creativity, Infrastructure and Health were the pillars for how food culture isexpressed in those markets. Food represents the traditions of a community or sub-culturewithin a city, for example, Indian cuisine, or the local pub culture in London. Restaurantsbecome a creative focal point for new ideas about food, and serve as a place where artistsexchange ideas in a local community. Both the London and New York panelists noted thatwhen creatives show up in a community, they inevitably turn to food and drink to meet andconfer with other like-minded spirits. A city will then establish infrastructure to supportgrowing food and beverage businesses. Additional jobs are added and a critical mass iscreated. At this point, the community begins to consider health and looks more closely atthe consequences of food choices, including what we eat, where we eat, and how we eatand the overall impact on wellbeing. Implication: Food marketers need to understandthe food culture of cities and where they sit in this continuum if an appropriatemessage is to be crafted and accepted by the members of that community.4) Writing for Short Form is a Challenge but it’s InevitableThe panel “How to Write for Today’s Short Form Audiences” seemed challenged in offeringclear advice about specific writing techniques, but did highlight a variety of short-formmedia that food writers should consider embracing. The editor of Saveur magazineacknowledge that many food writers still love the long form but need to adapt to newformats like e-books, recipe aps and recipe tweets to survive. Classic cookbooks can beadapted as recipe lists or ingredient references in new mobile formats for the reader on-the-go. Saveur is embracing e-books in a big way, and the Apple iBooks Author ap wasrecommended as a free tool that makes creating an e-book simple. Panelists suggestedbullets instead of prose and starting sentences with active verbs. Implication: Foodmarketers should embrace new short formats or risk being left behind, however, theSaveur editor made the point that you can continue to pursue your core competencywhile leveraging new short form tools.5) Look Your Audience in the EyeChef, teacher and TV personality Sara Moulton hosted “How to Conduct a Killer CookingDemo” and demonstrated how the live food demo is all about establishing a relationshipand a connection with your audience. Her tips – plan and prepare every step, make itpersonal, and tell stories about you. Moulton defined the best cooking demo as one where“they listen to every word you say,” and said the goal of the demo is to “educate andentertain,” and yes, she says you can do both. Deconstructing the demo, Moulton advised to2|Page
    • define your brand at the beginning and end, tell personal stories of how you’ve workedthrough life, share some “magic tricks,” never apologize and never explain when somethinggoes wrong (something she learned from Julia Child), and “smile constantly for noparticular reason.” Implication: The lesson for food marketers was Moulton’s ability totell it like it is. She described the live demo as a “performance” but in her very humanand engaging way, it never once looked like one.6) The Local Food Discussion Can Be Polarizing“Is Farm-to-Table Just the Latest Fashion?” promised a friendly debate between New Yorkerwriter Adam Gopnik and Chef Dan Barber the creator of Blue Hill at Stone Barns, thesustainable farm, restaurant and education center in Pocantico Hills, New York. Gopnikhad once described Blue Hill at Stone Barns as “a boutique farm” and the two created thisdebate to do a deeper dive on issues of food and sustainability. At times the two did notseem far apart in their ideology, but Gopnik took the position that food can be the mostvivid, symbolic representation of our values. Gopnik told the audience that you should noteat sustainably to prove your virtue, but you should if it is an expression of your values.Barber argued that American’s have lost their connection with cuisine, and that eatingsustainably makes sense if the act is connected to a cuisine. Barber explained that StoneBarns is really not about the vegetables he serves, but it is a microcosm, and a model for aset of relationships that could exist in any community linking a farm, food service andeducation. He maintained that sustainable food is rooted in pleasure. In the end, bothspeakers offered valid points, but it was the audience that was at times polarizing, with onevocal member challenging Barber’s motives. Implication: The lesson for food markers isto listen to both sides of the local food debate, and find that position at the center thatfocuses on pleasure and personal values in order to connect with consumers.7) Recipes Are More Than a FormulaAuthors Dorie Greenspan, Anne Willan and Chef Daniel Boulud had a conversation abouthistoric recipes and illuminated the idea of a recipe as the most personal form ofcommunication. “Where do Recipes Come From? A Look to the Future by Looking at thePast” discussed chefs and recipes from history, and the panelists talked about the power ofthe recipe to communicate, not just a list of ingredients, but the personal voice of thementor, instructor or friend. Implication: A recipe still remains the most common formof communication in the food world and food marketers should look to recipes as atool, not simply to convey a set of instructions and ingredients, but as a way to expressthe distinct voice and values of the organization.3|Page
    • 8) Know the Patterns of Food TrendsIn “Spotting and Translating Trends: How to Stay Ahead and Put Them to Use”trendologist Kara Nielson of the Center for Culinary Development in San Francisco and apanel of experts showed that food trends follow a distinct timeline and trajectory. Thepanelists explained that a trend can be verified if it is creating a new consumer need. Onemust always ask, “What need is the trend fulfilling?” For example, the panelists explainedthat the trends of green living and sustainability fulfill a consumer desire to support thelocal economy and support locally produced goods. The panel presented the five stages ofa food trend: The trend first surfaces in fine dining or ethnic restaurants The trend is then highlighted in gourmet food magazines and specialty retail The trend is picked up by chain restaurants, high-end retailers and broadcast food media The trend hits the mainstream through coverage in women’s magazines The trend is now part of “everyday” and is available on QSR menus and through mainstream grocery store productsThe panel tracked a variety of food trends from fried Brussels sprouts to sweet potato friesand all matched the same trajectory. They made the point that trend adoption takes a longtime, and something like the acai berry has been following the food trend trajectory forclose to 10 years. They advised the audience to focus on “trends” versus “trendy” andreinforced that a trend must always provoke an action by a consumer or meet a need. Thepanel’s predictions for 2012 included tap wine, one-concept restaurants, minimalism, cakepops and sous vide cooking. Implication: Food marketers should compare theirproducts to the trend trajectory, look to track a variety of relevant trends, anddetermine where their product will fit a need, or “become what I need” to a majority ofconsumers.Tom Barritt is Associate Director of the Ketchum Global Food & Nutrition Practice advising clients onstorytelling and developing compelling narratives about food. He works with chefs and foodprofessionals preparing them to tell their story in traditional and social media channels and is ablogger and food writer contributing to the publication Edible Hudson Valley. Contact Tom atthomas.barritt@ketchum.com4|Page