Helping other people come up with new ideas, side-tracking them unexpectedly, or helping them convey an message is a source of great inspiration to me. I go about this in various ways.

Culinary Concepts, Products and Communication
Helping other people come up with new ideas, side-tracking them unexpectedly, or helping them convey a message with the greatest of self-confidence is a source of great inspiration to me. I go about this in various ways.

Trend rule: the future is in the past

Objective: by keeping a close eye on trends and consumer preferences, I can advise companies in their positioning of concepts and products. Culinary communication can be part of the project.

Results: I provide insight into the position of a product or concept within the trend curve. I provide an estimate of the success probability of a product / concept within the on-going boundaries. I provide advice on improvements, culinary information and deployment.

Example: I translate holiday trends (Christmas, Easter, and New Year) for a national supermarket chain into preconditions which must be met by seasonal products. For instance, Easter is a typical family occasion, a holiday that is usually celebrated together with the children. Thus, concepts and products must be attuned to this situation.

Culinary Communication
In close collaboration with the client, I develop specific culinary communication. We research the exact position of potential consumers on the trend curve: the trends these groups are following, the level of their cooking skills, and the assumptions they generally make with regard to cooking. Based on this, we develop preconditions for the type of recipes, the recipes themselves, and the expenses involved in combining various aspects.

Example: for instance, we developed a brochure for Thai Kitchen that dovetails with the lifestyle of the targeted user group as far as styling and type of recipe is concerned. Priority was given to simplicity and the surprise effect. We also used these assumptions to attune the magazine Smaakmakend (www.smaakmakend.nl) more finely to the expertise and recipe demands of the new eco-consumer.