“Next generation of plant-based”: Givaudan’s Protein Challenge to redefine meat

20 Sep 2019 --- Four top international chefs will take on Givaudan’s “Protein Challenge” in an event to showcase the potential of plant-based proteins. Each chef will develop and present culinary approaches with a strong plant-based protein focus addressing areas including plant-protein snacks and modern barbecuing, as well as considering how the techniques and benefits of slow cooking meat may be applied to meat alternatives.

“Combatting off-notes in plant-based protein and striking the balance between functionality, texture, taste, nutrition and cost are key challenges in the plant protein space,” Flavio Garofalo, Global Category Director Savoury Flavours and Natural Ingredients tells FoodIngredientsFirst.

Givaudan’s Chef’s Council is a summit that includes some of the most respected and renowned chefs, providing a direct line to culinary trends from across the world. This year’s event could also help bring desirable new plant-based dishes to consumers’ plates, thus creating the “next generation of plant-based foods.”

“All our 2019 chefs are experts in protein and plant-based meals, and we are very excited to see the ideas and solutions they will be presenting to our challenging protein briefs. The Givaudan’s Chef’s Council program has a distinguished history of producing strong commercial results from these creative challenges. Our highly successful Richness, Freshness and Beyond Sweetness products, to name a few, have all grown out of past Givaudan’s Chef’s Council events, and we believe that our 2019 event will be no exception,” says Flavio Garofalo, Global Category Director Savoury Flavours and Natural Ingredients.

Plant-based meat-alternatives represent one of the strongest dietary shifts and greatest innovation opportunities in the food industry today, notes Givaudan. The event aims to generate new inspiration and redefine traditional meat products. It is well-recognized that diets rich in plant-based foods bring environmental and health benefits. 

A recent UN report noted that plant-based food could be key in the climate change fight. Meanwhile, a think tank has predicted that US beef and dairy production volumes will decline by 90 percent by 2035 as technology develops to make protein-alternatives even cheaper and more appealing.

There is also growing consumer demand for healthier, more sustainable protein options. According to Innova Market Insights, as many as 10 percent of Americans claim they always buy meat alternatives, while a further 36 percent claim to do so often or sometimes. This highlights how widespread the trend has become in a short time. Collaboration across the food chain will be critical in further encouraging this dietary shift and giving people access to more nutritious diets.

“The market for meat-free protein has exploded in recent years. This is not simply a trend or a fad, but rather a disruptive shift in consumption habits that is being powered by meat-eaters, vegetarians, flexitarians and vegans alike. With the demand, comes a growth in product expectations; consumers are looking for products that taste good, are nutritious, and more than ever, sustainable,” says Garofalo.

He adds that vegan meat alternatives are set to make up 10 percent of the global meat consumption by 2025, an amazing growth rate. “This translates as a significant opportunity to improve current market products as well as to develop new, tasty, healthy and sustainable products that will satisfy consumers, no matter their dietary preference.”

The Chef’s Council originally launched in 2006 and aims to bring together some of the most creative culinary minds in the world to focus on a current challenging theme. This year’s event will take place in October in London, UK, which the company says is the perfect setting to create both new meat- and plant-protein alternatives due to its status as one of the most vibrant melting pots of culinary influences. The participating chefs this year are:

• Chantelle Nicholson, Tredwells, London, UK
• Cristina Bowerman, Glass Hostaria, Roma, Italy
• Helena Rizzo, Mani Restaurant, São Paulo, Brazil
• Amanda Cohen, Dirt Candy, New York, US

By Katherine Durrell

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