Givaudan Launches Global Citrus Collection, Inspired by a Decade of Success

09 Mar 2016 --- Givaudan is celebrating the 10th anniversary of its customer TasteTrek Citrus Program with a Global Flavor Collection which explores citrus in groves from around the world. From rare and exotic varieties, to local favorites, to the most commercially successful fruits in the world, this range of flavors captures the diversity and cultural importance of citrus.

TasteTrek Citrus have played a key role in enabling Givaudan to meet customers’ needs by delivering distinctive citrus flavors with stability and sustainability at their heart, reflecting regional flavor preferences as well as developing flavors with exotic or unexpected characteristics.

Henning Hartnacke, Givaudan’s regional Commercial Head of EAME, said: “Our creative and technical approach to Citrus delivers unique insight for our customers – inspiring consumer preferred products around the Europe, Africa and Middle East region.  By partnering with a world renowned Citrus grove in Italy we can introduce our customers to new Citrus ingredients and inspiring varietals.

“The focus of TasteTrek is collaborating to deliver a great customer experience. With Citrus Development Centers on every continent, we work with customers in their markets to optimize profiles and build stability and sustainability into their products."

One of the annual grove adventures is conducted at the Oscar Tintori collection in Tuscany, Italy, home to over 300 varieties of citrus trees. This family business was begun by grandfather Oscar Tintori, and moved into citrus after specializing in cut flowers. Three generations of the Tintori family continue to work at the home of the collection.

The Oscar Tintori collection has hosted dozens of Givaudan customer TasteTreks with over 70 varieties of orange, lemon and lime, and grapefruit and pummelo evaluated by participants from 11 countries. The 10th Anniversary Global Flavor Collection includes Lemon Femminello, Italy’s lemon famed for its use in Limoncello liquor.

Sjors Peters, Product Manager and leader of the TasteTrek program in Europe said: “Our treks allow us to explore the diversity of Ciitrus with our customers for inspiration.  But we also use our TasteTreks to highlight our citrus flavor stability technology as the grove creates the context for what can be replicated from nature, and where nuances are more difficult to capture due to their unstable nature."
 
“We then highlight how Givaudan overcomes this, both through flavor development and smart applications support. We find that customers value this approach which ties nature to something they appreciate in their daily jobs – which is stability in a final application.”
 
The first TasteTrek citrus took place at the University of California Riverside (UCR) grove in the USA in 2006. Givaudan has donated US $1million to establish ‘The Givaudan Citrus Variety Collection Endowed Chair’ to support and maintain UCR’s Citrus Variety Collection.  Since 2006, treks have expanded to Italy, Brazil, Argentina, China, Japan and India.
 
As a result of this decade long effort, and to mark these achievements, Givaudan has curated a 10th Anniversary Global Citrus Flavour Collection, bringing together for the first time remarkable citrus flavours developed around the globe through 10 years of TasteTrek Citrus.