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The August issue of Perfumer & Flavorist magazine profiles the top-tier flavor and fragrance companies, in addition to a number of innovative smaller players. Here, we gather a number of experts from these companies to discuss the forces shaping today’s flavor and fragrance landscape, including globalization, transparency, health and wellness, regulations, and raw material concerns.
Natural and Organic
“The main trend to have an affect on the industry,” says Treatt CEO Hugo Bovill, “will be the strong consumer preference for knowing more about the provenance of the product’s raw materials—especially in food and how the ‘opaque’ flavor and fragrance industry can cope or manage this desire for transparency.”
It is here that natural and organic issues come into play. Raymond Hughes, president, ingredients, flavors division, A.M. Todd, says, “Many consumers place a greater level of trust in products certified as organic.” He goes on to note this priority in his own organization in light of the recent acquisition by A.M. Todd of Moore Ingredients.
Yet Bovill notes that the call for organic materials has led to some soul-searching within the industry “as to whether the flavor industry can deliver ‘100% true organic products to true believers’ or if, in time, the industry will be seen as having ‘greenwashed’ the consumer by delivering so-called organic flavors.” Any such misstep, he concludes, could harm opportunities in 100% FTNF (from the named fruit) organic natural flavorings.