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The F&F Horizon: the Future of Creativity in Flavor Creation

Posted: December 22, 2008

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If we want to develop tastes people really love, we have to take some risks. There will always be a segment of the market that will take the opposite view. More polarizing products have little chance of doing well in simple consumer tests and require more courage and vision to bring them to market. But it is this distinction that will build brand loyalty and repeat purchasing.

If flavor houses are going to stand out from the pack, then they must continue to focus their efforts on creativity and originality, even in these trying times. In the end, exceptional flavors will sell, and the flavor house that creates them will be dominant. At IFF, the flavorists are challenged to elevate their creative skills. The opportunity to create exceptional flavors is seen as a necessity for personal development and also for the growth of the company. It is important to create flavors out of our comfort zone. The extra effort needed to create something extraordinary requires exceptional creativity and discomfort, leading to success!

We must invest in the future and preserve the passion. Junior flavorists are the future; they need to learn to be creative and, like artists, develop techniques and unique styles. They can learn from remodeling existing flavors and cost-reducing matches, but the emphasis should always be on moving up to the next level of creative ability. In this way, our industry will continue to grow and thrive, and creativity will remain the mainstay of our profession.

*Perfumer & Flavorist magazine, January 2009, page 45; future editions: P&Fnow, January 21 and January 28.

**Generessence is a trademark of IFF.