Week 3 - Trends in Dining, Context and Projections 24W PDF

Trends in Dining, Context and Projections Week 3 FOOD8000 A.Rajabalee Environment Health Ethical Animal Social Welfare Economic...

Trends in Dining, Context and Projections Week 3 FOOD8000 A.Rajabalee Environment Health Ethical Animal Social Welfare Economic Concerns Aesthetics FOOD8000 A.Rajabalee A Market Segmentation Approach to Food Trends: FOOD8000 A.Rajabalee  In previous weeks we have examined: Hippocrates – “Let food be thy medicine” Early Food Traditional Chinese medicine, Ayurveda and other approaches are not trends or movements but SYSTEMS Movements There were many food philosophers who warned against excess: Epicurus (341–270 BC) : “We should look for someone to eat and drink with before looking for something to eat and drink.” Socrates(469-399 BC) : “Thou shouldst eat to live; not live to eat.” Confucius (551–479 BCE) "Coarse rice for food, water to drink, and the bended arm for a pillow—happiness may be enjoyed even in these." FOOD8000 A.Rajabalee  A trend is defined as a general development or change in a situation or in the way that people are behaving.” A trend signals a permanent shift A fad is “a style, activity, or interest that is very popular for a short period of time. Trends vs Fads Fads have no influence over the general direction in which things are moving. FOOD8000 A.Rajabalee  Find out what kitchens are working on before they hit the menu How do you Social media, chef discussion groups, identify a food consumer reactions, posts and re- posts trend? Pay attention to growing concepts and design; which demographic is being targeted? Observe the supply chain How are other industries affecting/inspiring the food industry? What lessons, insight and ideas do they offer? FOOD8000 A.Rajabalee Trend Life Cycle Embryonic stage: exclusive, rare, elite Early adopters: the trend gets airtime from specialists but is still rare and financially risky Mainstream: intrepid consumers are embracing the movement, posting about it on social media. Eventually skeptical consumers also adopt it Tapering off: The trend is no longer unique, it is adopted and replicated by mainstream businesses, discount businesses and casual establishments. The trend may be obstinately pushed to the level of ridicule to maintain its relevance and freshness. It still appeals to latecomers but is now highly commercial. End stage: the trend is viewed as dated but the “best” of the trend (production methods, ingredients etc) remains in most kitchen arsenal or repertoire. FOOD8000 A.Rajabalee Nouvelle Cuisine Pierre Troisgros, Paul Bocuse, 1973 + Michel Guérard, Roger Vergé, Louis Outhier, Alain Senderens others Popularized by Henri Gault and Christian Millau, the duo behind Health the famous Gault&Millau restaurant guide, a rebellion against the conservative principles of the Michelin Guide Aesthetics FOOD8000 A.Rajabalee  1. Thou shalt not overcook. 2. Thou shalt use fresh, quality products. 3. Thou shalt lighten thy menu. 4. Thou shalt not be systematically modernist. Nouvelle Cuisine: 5. Thou shalt nevertheless seek out what the new techniques can bring you. The Ten 6. Thou shalt avoid pickles, cured game meats, Commandments fermented foods, etc. 7. Thou shalt eliminate rich sauces. 8. Thou shalt not ignore dietetics. 9. Thou shalt not doctor up thy presentations. 10. Thou shalt be inventive. FOOD8000 A.Rajabalee Note. Britannica. The End of Nouvelle Cuisine? The style has largely been assimilated into the mainstream of cooking Often ridiculed in the mainstream, it has lightened French cuisine and brought a sense of honesty to dishes FOOD8000 A.Rajabalee Mike Mosedale via CartoonStock Early Food Trends: Health Low Fat Diets (1940s) Seed oils replace animal fats as a healthier alternative Obesity and cardiovascular disease surge 1960s Weight Watchers FOOD8000 A.Rajabalee Modern Food Trends: Health Health Trends Usually Fit into One of Three Categories: Recent Movements 1. Medical: functional ingredients promote good health and help prevent or even treat disease Paleo Diet Gluten-Free Veganism 2. Natural: minimally processed 2010 2017 2018 foods that reassure consumers with their “natural” qualities 2002 2013 2018 3. Plant-Based: ingredients derived Coconut and Ketogenic Digestive partly or wholly from plant “Superfoods” Diet health sources FOOD8000 A.Rajabalee The Classic Pyramid FOOD8000 A.Rajabalee Goodfellow Air Force Base …Let’s Try that Again. FOOD8000 A.Rajabalee Note. USDA What Amount of Food do You Need? Canada’s Food Guide until 2019 FOOD8000 A.Rajabalee What is one Food Guide Serving? FOOD8000 A.Rajabalee  One Food Guide Serving is: Grain Products Milk and Alternatives 1 slice (35 g) bread or ½ bagel 250 mL (1 cup) milk or fortified (45 g) soy beverage ½ pita (35 g) or ½ tortilla (35 g) 175 g (¾ cup) yogurt 125 mL (½ cup) cooked rice, pasta, or couscous 50 g (1 ½ oz.) cheese 30 g cold cereal 175 mL (¾ cup) hot cereal FOOD8000 A.Rajabalee One Food Guide Serving is: Meat and Alternatives Vegetables and Fruit 2 eggs 125 mL (½ cup) fresh, frozen or 30 mL (2 Tbsp) peanut butter canned vegetable or fruit or 100% juice 175 mL (¾ cup) cooked beans 250 mL (1 cup) leafy raw 75 g (2 ½ oz.) or 125 mL (½ cup) cooked fish, shellfish, poultry or vegetables or salad lean meat 1 fruit FOOD8000 A.Rajabalee FOOD8000 A.Rajabalee A trend? FOOD8000 A.Rajabalee Vegetarianism and Veganism FOOD8000 A.Rajabalee  In Canada, 7.6% are vegetarians, Vegetarianism 4.6% are vegans (2020) and Veganism In the USA, 5% are vegetarians, 3% are vegans (2018) In the UK, 25.8% are vegetarians, 4.4% are vegans (2019) FOOD8000 A.Rajabalee  Calls for us all to switch entirely to plant-based foods ignore grazing and browsing animals How healthy are industrially grown soya, maize and grains? What is the ethics of driving up demand for crops that requiring fertilizer, fungicides, pesticides and herbicides Sustainable forms of livestock farming can restore soils and biodiversity, and sequester carbon FOOD8000 A.Rajabalee  Eating less meat/dairy IS a healthy choice Protection against cardiovascular disease, by reducing obesity and lowering cholesterol But… What are we replacing meat and dairy with? Veganism for Little is known about the long-term consequences of veganism and whether it hold significant advantages over an omnivorous / vegetarian diet. Health? Education and financial resources are necessary for the diet to performed optimally Market-research experts have already predicted that the value of the global vegan food market will reach $24.3bn by 2026. Vegan cheese alone is expected to develop into an industry worth nearly $4bn within the next five years. (Cox, D. The Guardian, Dec.2019) FOOD8000 A.Rajabalee  Ethical Animal Social Economic Welfare Concerns Environment Health FOOD8000 A.Rajabalee  Founded in 1986 by Carlo Petrini in Bra, Italy Promoted as an antidote to “fast food” “to prevent the disappearance of local food cultures and traditions, counteract the rise of fast life and combat people’s dwindling interest in the food they eat, where it comes Slow Food from and how our food choices affect the world around us.” The Ark of Taste travels the world collecting small-scale quality productions that belong to the cultures, history and traditions of the entire planet: fruits, vegetables, animal breeds, cheeses, breads, sweets and cured meats… FOOD8000 A.Rajabalee  Slow Food philosophy: Three interconnected principles: good, clean and fair. 1. GOOD: quality, flavorsome and healthy food 2. CLEAN: production that does not harm the environment 3. FAIR: accessible prices for consumers and fair conditions and pay for producers FOOD8000 A.Rajabalee  Slow Food Structure There are over 1,500 Slow Food communities worldwide. To realize its projects and ambitions, Slow Food has created the following entities: Slow Food Foundation for Biodiversity – founded in 2003 to support Slow Food projects that defend food biodiversity and traditions. Terra Madre Foundation – founded in 2004 to support the growth of a global network of food communities, chefs, academics and youth working for a sustainable food system. University of Gastronomic Sciences (UNISG) – opened in 2004 to educate future food professionals. FOOD8000 A.Rajabalee Farm to Table Ethical Social Economic Concerns Social movement promoting sourcing ingredients directly from local farms rather than through long and distant supply Environment chains FOOD8000 A.Rajabalee Farm to Table PROS: CONS: Produce is picked when ripe; better Growing skepticism about farm-to-table flavour and nutrient concentration, suited claims – fraudulent claims due to the high for simple preparations cost of local sourcing chosen farm (s) Remember Food Synergies between the restaurant and Less greenhouse gas emissions from Menu changes constantly to accommodate seasonal availability High food cost, more expensive menus transportation Sovereignty? Boost to the local economy; helps support local farmers particularly in urban centres Associating a restaurant with this popular trend can help bring in customers and create excitement about the menu. FOOD8000 A.Rajabalee Aesthetic Modernist Cuisine FOOD8000 A.Rajabalee Note. Alinea Restaurant  Molecular Gastronomy (Precursor to Modernist Cuisine) “The scientific discipline that explores the phenomena occurring during culinary transformations. In contrast with traditional approaches of food science and technology, which considered mostly the chemistry, physics, or biology of food ingredients and industrial transformations, the focus is on phenomena occurring during the preparation of dishes. (…) Food scientists, culinary scientists, food engineers, and chefs are increasingly collaborating within these areas, whether in the kitchen or in industry. ” (RóisínBurkeHervéThisAlan L.Kelly, 2016) FOOD8000 A.Rajabalee From Molecular to Modernist Public misunderstanding, copycats, gimmick addicts, commercialism and gastronomic mediocrity caused the founding chefs of the molecular movement to abandon it. They rekindled their original intentions under the name “Modernist Cuisine” FOOD8000 A.Rajabalee  1. Three basic principles guide our cooking: excellence, openness, and integrity. 2. Our cooking values tradition, builds on it, and along with tradition is part of the ongoing evolution of our craft. 3. We embrace innovation - new ingredients, techniques, appliances, information, and ideas - Modernist whenever it can make a real contribution to our cooking. We do not pursue novelty for its own sake. Manifesto 4. We believe that cooking can affect people in profound ways, and that a spirit of collaboration and sharing is essential to true progress in developing this potential. Ferran Adria of El Bulli, Heston Blumenthal of the Fat Duck, Thomas Keller of the French Laundry and Per Se, and writer Harold McGee FOOD8000 A.Rajabalee More Trends….. FOOD8000 A.Rajabalee  Ethical Social Economic Concerns Nose-To-Tail Animal Welfare Fergus Henderson Note. Fiesta Farms FOOD8000 A.Rajabalee Zero Waste FOOD8000 A.Rajabalee Note. Verch, M. Fruit scraps collected for composting, 2020, Flickr Ethnic Foods 3 year Rotation? FOOD8000 A.Rajabalee The Problem With Calling an 'Ethnic' Cuisine a Trend By Khushbu Shah, Published on 8/3/2017 That's the crux of the problem that all "ethnic" cuisines face: When they become trendy, it is based solely on the approval of white people.... Still, the cuisine has not yet "landed," unlike other Asian cultures’. "I feel really cynical when different cuisines are called a trend at this point," said Soleil Ho, a chef and co-host of the Racist Sandwich Podcast. "What do the original communities, the POCs, get from it? How does it improve their material condition?" said Ho. "It usually doesn't." The reality, she added, is that "more often than not, eating a food does not translate to respect for the people who make that food." FOOD8000 A.Rajabalee Looking forward: the Future FOOD8000 A.Rajabalee Mindfulness New consumer attitude, mostly led by millennials, to truly understand everything possible about a particular food or beverage and then support the company, whether it be a brand or a retailer, by aligning with its values and supporting it with purchases. (P. Lempert) Ethical claims on their packages have increased seven-fold since 2010 A new set of corporate values: social conscience, health and wellness, enhanced nutrition and life hacking. …And money. FOOD8000 A.Rajabalee Tactile Multi-sensory is the new secret weapon for food in products, packaging and display. Autonomous Sensory Meridian Response, or ASMR: new food media world, where acoustic sounds like slurping, chewing, whispering and the crinkling of packaging trigger pleasing sensations Restaurant experience is no longer a passive experience but an interactive one FOOD8000 A.Rajabalee NeuroNutrition (and Biohacking) Diet is the #1 cause of death due to preventable metabolic disorders 10% of the world population is on an exclusion diet due to allergy or health issue NeuroNutrition makes the connection between food and the brain: from growing foods, cooking, how/when we eat, and nutrients themselves In the last five years, “brain claims” have increased by 36% (sports nutrition and cereals mostly) BioHacking is a science for more individualized nutrition and products. London’s Squirrel Restaurant has on-staff nutritionists to help patrons choose foods for gut health, immunity, cholesterol, inflammation, fatigue and even depression. FOOD8000 A.Rajabalee