As a food rebel, I carry out research (individually or in association with others) into remarkable developments within the food buiness that people are unwilling to see or acknowledge. Because they stir up questions, demand action or simply go against the normal traditions.

Theories are translated into research questions, which are elaborated within scientific studies.

Trend matrix for innovation
Placing trends and developments within a so-called trend matrix can be an effective way of working. We can indicate opportunities – both short-term and long-term – on a piece of A4. This becomes a valuable and indispensable document, serving as a basis for innovation. The trend matrix appears in various forms; for instance, purely product-oriented, or target group-oriented. In the latter case, I do not refer exclusively to the requirements of the consumer, but also to those of the retailer. In each case, the interests are diverse. The trend matrix provides a handy summary of the preferred conditions when innovation is involved.

Ammerlaan Appetite Approach
What you enjoy eating, how you do or do not cook, all depends on the times in which you were born. Because the food you grew up with is the food that will last you a lifetime. Accepting food trends and new products does not only depend on your mentality and approach to life, but also on your age. Ammerlaan Appetite Approach lists six age categories, each with their own cooking and eating characteristics. Trends are continually tested against these characteristics, in order to determine what will catch on with the various groups, and why.