ncift & hilmar cheese eventncift.org/wp-content/uploads/2018/08/october-december-2016.pdf ·...

HOLIDAY DINNERThursday, December 8, 2016 • 6:00 to 9:00 p.m.

Crow Canyon Country Club711 Silver Lake Drive, Danville, CA 94526

The increasingly popular annual NCIFT Holiday Event has been scheduled for December 8th at the beautiful Crow Canyon Country Club this year. Enjoy an exciting evening of various wines, an inspired menu, and an amazing educational opportunity to learn about Bruce Ferree’s lifelong dedication to IFT and his recent nomination to the 2016 Class of IFT Fellows. His recent endeavor to Atacama Desert in Chile to raise awareness and much-needed funds for Feeding Tomorrow is both inspirational and heartwarming. We’ve also learned that Santa Claus may pay us a visit, to present some exciting gifts to attendees!

Early bird sign ups can save $10 if paid and registered by November 25th! Also, we’re asking everyone to please bring a raffle prize to help the UC Davis Food Tech Club. Corporate tables of 10 are also available for you to bring your customers, and will be listed on the ncift.org website.

Please RSVP with Imelda at Marketing Designs at (650) 802-0888 or [email protected]

See Calendar of Events at ncift.org for more details.

N O RT H E R N C A L I F O R N I A I N S T I T U T E O F F O O D T E C H N O L O G I S T S

O C T O B E R | N O V E M B E R | D E C E M B E R 2 0 1 6 www.ncift.org

by Rick Stier

Over the past month, I have had the opportunity to teach several programs for persons wishing to become Preventive Controls Qualified Individuals (PCQI) to meet the requirements of the Preventive Controls Regulation enacted at the end of 2015. The regulation defines these persons as follows:

Preventive controls qualified individual means a qualified individual who has successfully completed training in the development and application of risk-based preventive controls at least equivalent to that received under a standardized curriculum recognized as adequate by FDA or is otherwise qualified through job experience to develop and apply a food safety system.

Taking the program and being able to show that one took the class will take all the guesswork out of whether a company has a PCQI on staff. An individual may think that he or she meets the job experience criteria, but an investigator from the agency may not.

When I took the program to become a trainer, the instructors were from State regulatory agencies and industry. I have taught the program with persons from industry and academia, so there has been an opportunity to learn from the different perspectives of the instructors. One of the most important learnings came as a student. One of the regulators flat out stated that they did not care what people called preventive controls,

Reflections of a Preventive Controls Qualified Individual Trainer

Suppliers’ Night & Symposium 2017

Golf TournamentMay 1, 2017

Symposium & ExpoMay 2, 2017

NCIFT & Hilmar Cheese EventMore photos on page 7

continued on page 4

2O C T O B E R | N O V E M B E R | D E C E M B E R 2 0 1 6 www.ncift.org

Officers of NCIFT and Subsections *Information UPDATED as of 11/15/16

Northern California Regional SectionPRESIDENT: Craig RotheElite SpiceOffice & Fax: 707-980-7374Cell: 707-334-3760 [email protected]

PRESIDENT-ELECT: Brad OlsonAlbertsons [email protected]

PAST PRESIDENT: Elizabeth CuffT. Hasegawa USA, Inc.Cell (work): 562-409-412Cell (personal): 775-997-425Office: [email protected]@thasegawa.com

SECRETARY: Kimberly SchaubSenior Product Development ScientistBulletproof [email protected]

TREASURER: Jaspreet S. Walia Certified Laboratories of Northern [email protected]

MEMBERSHIP SECRETARY: Russ NishikawaSPI Group916-716-2348 [email protected]

Directors-at-Large (2015-2017) Nikoo ArastehYourNextep [email protected]

Rick FalkenbergCertified Food Safety [email protected]

Pam VaillancourtCascade Specialties/White Oak Frozen [email protected]

Directors-at-Large (2016-2018) Fatemeh MirabediAlquimia USA [email protected]

Ray PungFlavorchem [email protected]

Bianca WiensE. & J. Gallo [email protected]

Nominating Committee (2015-2017)Martin GilGNT [email protected]

Dan HowellLa Tera [email protected]

Olivia NahoumHampton [email protected] [email protected]

Nominating Committee (2016-2018)Elaine ChowRaybern Foods, [email protected]

Jasmine [email protected]

Saji PoespowidjojoIEH [email protected]

Committee ChairsPROGRAM CHAIR: Brad OlsonAlbertsons [email protected]

FINANCE COMMITTEE CHAIR: Open

SUPPLIERS’ NIGHT CHAIR: Stacey HawleyFlavor Producers415-971-3587 [email protected]

GRANTS COMMITTEE CHAIR: Dale OldsCovance Food Solutions925-551-4265 [email protected]

NEW PROFESSIONALS GROUP CHAIR: Erin EversSPI Group510-351-8012 [email protected]

SOCIAL MEDIA CHAIR: Ellie KardarasClorox [email protected]

Golf Classic & Awards DinnerCO-CHAIRS & TOURNAMENT DIRECTORS:

Martin PotnickCell: 775-339-1175Office: [email protected]

Dave [email protected]

Student Representatives UC DAVIS: Jenna [email protected]

Jim [email protected]

CSU SAN JOSE: Jonathan [email protected]

CSU CHICO: Open

Central Valley SubsectionCONTACT: Susan Spafford-EnglandSuper Store Industries209-664-3210 [email protected] [email protected]

Other Important ContactsHORNBLOWER:Editor: Carol Cooper UC Davis (retired)916-684-2887 [email protected]

Assistant Editor: Brian [email protected]

JOB LISTINGS: Steve Nagorski, David Michael & Company925-212-0619 [email protected]

SUPPLIERS’ NIGHT EXPO COORDINATOR & MEMBERSHIP RECORDS:Imelda Vasquez NCIFT Office at Marketing Designs650-802-0888 [email protected]

Stay Up-To-Date:

www.ncift.org

3 O C T O B E R | N O V E M B E R | D E C E M B E R 2 0 1 6www.ncift.org

HORNBLOWER EDITORIAL POLICYOpinions expressed by the editors or contributors to The

Hornblower do not necessarily reflect the official position of the Section. The publisher reserves the right to edit or reject any copy that is submitted.

SUBSCRIPTIONS are included with NCIFT Membership. Please send to NCIFT, 850 Old County Road, Belmont, CA 94002.

HORNBLOWER ADVERTISEMENT POLICYContinuous, year-round advertising is available to our suppliers

through The Hornblower Classified Ads posted to www.ift.org/sections/ncift/hornblowerads.pdf, as well as placement in all four hard copy issues of The Hornblower including an Annual Membership Directory mailed to members quarterly.

As noted below, special rates are available for ads to run one-time-only in any single quarterly issue. You may submit completed ad copy electronically. If you provide a rough draft, the publisher will create, design and typeset an ad for you at a very reasonable rate.

ADVERTISING RATES PER YEAR: Full Page ................... $1,300 1/4 Page ........................$475 1/2 Page ....................... $750 Business Card ................$350ADVERTISING RATES PER SINGLE ISSUE: Full Page ...................... $350 1/4 Page ........................$150 1/2 Page ....................... $200 Business Card ................$120

DEADLINES FOR CONTRIBUTORS, ADVERTISERS AND ANNOUNCEMENTS:

Issue Deadline January/February/March .........................December 1, 2016 April/May/June .......................................March 1, 2016

TO PLACE AN AD, CONTACT:Business Manager – Imelda VasquezNCIFT Office at Marketing Designs, 850 Old County Road, Belmont, CA 94002; Phone: 650-802-0888; Fax: 650-802-0188Email: [email protected]

The Hornblower (USPS 257-140) is the official publication of the Northern California Section of IFT, a nonprofit organization, and is published quarterly. Postage is paid at Belmont, CA.

POSTMASTER: Send address changes to: THE HORNBLOWER, c/o NCIFT, 850 Old County Road, Belmont, CA 94002

EDITOR:Carol Cooper 916.684.2887

CAMPUS CORRESPONDENTS:

UC DAVIS: Holly Ly 530.752.3250 [email protected] Chico: Maria Giovanni 530.898.4023 [email protected]

DESIGN, PRINTING & BUSINESS MANAGERMarketing Designs 650.802.0888

MAGAZINE OF THE NORTHERN CALIFORNIA INSTITUTE OF FOOD TECHNOLOGISTS

Welcome New MembersMelanie BaronHampton Creek

Nathan BohlShepard Bros., Inc.

Tracy ChunQuality Assurance Technician,Torani (R. Torre and Co.)

Ron CurielShepard Bros., Inc.

Bernadette Davis

Erik A. EberhartFood Beverage & Nutrition, Business Development ManagerUL Information & Insights

Arturo ElizondoCEO, Clara Foods

Fei GuoR+D Scientist, Blue Apron

Paul HardyMicrobiologist,Pro-Form Laboratories

Michael S. HershkowitzR&D Group Manager, Soy Vay

Dr. Jasmin HumeAssay Development Scientist,Hampton Creek

Cathleen JosephQA Supervisor, Mann Packing

Dr. Madhuvanti S. KaleAgritech Worldwide, Inc.

Betty Jane KaufmanProduct Development Manager,CCD Innovation

Sameen KiayeiAssociate Engineer,E&J Gallo Winery

Dr. Susanne KloseDirector for Research & Development,Fresh Leaf Farms LLC

Janet LewisSr. Food Scientist,Torani (R. Torre and Co.)

Davida MitchellGeneral Manager, Premium Oceanic

Dr. Kerry MooreCEO President,West Coast Laboratories

Ro OcampoJB Cusick

Sneha ParabFood Scientist, Hampton Creek

Marc PercivalHilmar Cheese Company

Cordell A. PriceManaging Partner,Food Safety & Management Group Inc

Rachel QuinnManaging Partner, 3P Partners

Taylor B. QuinnEmerging Markets Platform Lead, Hampton Creek

Kristen Rasmussen de VasquezUniversity of California, Berkeley

Marie E. ShubinSr Director Consumer & Product Insights,E & J Gallo Winery

Kenna Lynne SmithField Application Specialist,Roka Bioscience

Stephanie SpencerLecturer, San Jose State University

Maria Siska SuriantoFood Technologist

Alonso Tena-PantojaLab Technician, Abbott Nutrition

Rosa I. TorresLabeling & Claims Substantiation Specialist, Columbus Foods

Kevin WagnerSales, JB Cusick

John WelischCEO, National Rice Co.

Geoffrey WooCEO, Nootrobox

Simon J WoodsQC and Product Development Manager, Tulkoff Food Products, Inc.

Dr Weiman XuRegulatory Lead,Interhealth Nutraceuticals, Inc.

Nesha Ruth ZalesnyTechnical Sales Manager, Fiberstar

New Student MembersIsabel Andrea BarajasLisa BuddJennifer ChangChristine CheungHunter Lindsey ClaytonAzella GunartoCatherin HerreraNoor HussinRochelle Wing-Hin LaiLu LiGuangzhao LiuKlay LiuCynthia Angela LockeClare Yue LouKelsey Michelle MatsuneAlexander OlenskyjJason PeckMelissa Mae RichardsElizabeth RosemanSydney Rose ShanbromShalini SinhaLauren SmithAnyi WangXingzhu WuLeyi Hailey Zhou


have seen publicity recently on his efforts to raise funds for food science scholarships by competing in a seven-day, 250-kilometer race across the Chilean desert. Unfortunately, he had to drop out due to a stress fracture in his right foot. However, he did set a new record for himself – 75 miles in three days! We wish him well and hope he has recovered by now.

Several pictures in this issue are from recent NCIFT events. Looking forward to seeing you at future events!

Carol Cooper, The Hornblower Editor Past Chair of NCIFT, UC Davis (retired)

With autumn upon us, most of us are finding there’s no let-up in the intensity of our project load and business, and what a remarkable thing that is! The dizzying pace of the food industry business continues and is

producing a record year for the majority of us. Fascinating that amidst new government programs, tougher food safety regulations, increasingly fickle consumers, and a myriad of other influences, we continue to grow sales and revenue. Despite the long hours and personal sacrifices, most of us wouldn’t dream of changing jobs or careers, as the food industry continues to provide excitement and fulfillment unmatched in most other sectors.

As said in last month’s email, our goal this coming year is to increase our relevancy to your business and position; both educationally and via networking with other industry professionals. Our plans are to be more geographically diverse, bringing programs and resources closer to where you live and work and keeping things fun and engaging. To that end, I welcome your suggestions, ideas, and of course your help and assistance in producing programs that benefit you and your company. Please email me at [email protected] or call me at (707) 334-3760 if I can help.

All my best,Craig R. Rothe

continued on page 6

President’s Message by Craig R. Rothe

Hi all!The weather is turning

colder and school has started. The end of the year is approaching rapidly.

Many of you attended the IFT Annual Meeting in July. I hope you had a great time. The 2017 IFT Annual Meeting will be in Las Vegas, and NCIFT will be the host section. Watch for information on how you can help! The section was commended for the great job we did the last time we hosted the meeting.

We have three new Certified Food Scientists in our section. Please congratulate Ilma Anwar, Chiuyee Chen

(R&D and Process Manager, Mariani Packing Co.), and Yuki Mikoshiba (Dole Fresh Vegetables). The Certified Food Scientist (CFS) credential is the only global certification for food science professionals. The CFS designation recognizes the applied scientific knowledge and skills of global food professionals and provides a universal way to identify, cultivate, and retain top talent. For more information, see www.ift.org/Certification.

The Feeding Tomorrow Board of Trustees welcomed three new trustees to the IFT Board, including our own Bruce Ferree (Compliance Manager, California Natural Products). You may

Craig R. Rothe

From the Editor’s Desk by Carol Cooper

Carol Cooper

as long as they properly identified the hazards and established the necessary controls. This is something that is extremely important to persons in industry because it tells them that you can utilize what has already been done. Since the Food Safety Modernization Act (FSMA) was signed into law in January of 2011, the industry has been barraged with consultants, webinars, and courses touting “Learn How to Comply with FSMA.” This barrage has probably created more angst than it should have. How about let’s have some regulations first so we have a better idea as to what to do?

Looking at the program from the instructor’s side, we have taken an approach that can best be summarized as “De-Mystifying FSMA.” Let’s address the angst that the past five years have created and talk about how processors can take their existing

Food Safety Management System (FSMS) and meld it with the mandates established in the Preventive Controls regulation. Just the simple statement noted above that operators can call their preventive controls whatever they liked noticeably helped some students relax a bit. Of course, to properly meld the current FSMS with the FSMA requirements will force processors to take a step back and assess (or reanalyze) their current plan in light of the Preventive Controls regulation. You will still be able to call Critical Control Points (CCPs), but in FSMA-speak many would be dubbed “Process Preventive Controls.” For those companies that have adopted the ISO-based Global Food Safety Initiative (GFSI) audit scheme, FSSC 22000, many of what you deemed to be Operational Pre-Requisite Programs or oPRPs,

Reflections of a Preventive Controls Qualified Individual Trainercontinued from front page


FALL KICK OFF EVENT!September 15, 2016Handles Gastropub, Pleasanton, CASpeaker: Tanya Ditschun, Ph.D. Senior Director, Food Science and Techology“Using Taste Receptor Technology to Improve the Nutritional Profile of Foods and Beverages”


Ingredient SPOTLIGHT

Red Pepperby Craig RotheRegional Manaager, Elite Spice, Inc.

Some time ago, we discussed Paprika in this column. Although it also belongs to the Genus Capsicum along

with chili pepper, we will primarily look at red pepper within the Capsicum Frutescens L. species. Chili peppers join tomatoes, eggplants, and potatoes as part of the nightshade family. Red peppers are of course sold for their heat value and are indigenous to the Western Hemisphere. History records Christopher Columbus as discovering various capsicum peppers in the New World, although native cultures have included them in their diets dating back to 7,000 B.C. He reportedly labeled

them “peppers” as they reminded him of the pungency of black pepper. Of course the heat he experienced was due to capsaicin (8-methyl-N-vanillyl-6-enamide) which is a white crystalline substance which is insoluble in water. If you’ve ever eaten a red pepper that proved to be a little too hot, you’ll know that water doesn’t dissipate the heat. The reason is that it binds with the lipoprotein receptors on the tongue. It takes milk (or better yet, sour cream or ice cream) which contains casein which is a substance that essentially cuts through the heat and brings relief.

Heat levels have traditionally been measured in Scoville Heat Units or SHU. This was developed by Wilbur Scoville in the early 1900s and was largely an organoleptic test. Due to a wide variation between testing laboratories a more accurate test was developed called HPLC (high-performance liquid chromotography). Essentially, the larger the number the hotter the product is. Ranges of HPLC go from mild 5,000-8,000 to 70,000 plus. As a reference

point, a Cayenne-type of red pepper normally averages around 35,000 HPLC or so.

Interesting to note that an average green chili pod contains as much vitamin C as six oranges and a single teaspoon satisfies the daily vitamin A requirements for an average adult.

Recently, we’ve seen Red pepper prices increase. With two annual crops, the Indian subcontinent is the world’s primary source and consumer of Red peppers and only exports 10% to the rest of the world. Crop diseases fairly decimated the fields last year which contributed to this year’s supply pressures and price increases.

would become “Sanitation Preventive Controls” or “Allergen Preventive Controls.” Many operations, especially those that have adopted one of the GFSI food safety audit schemes, may well find that they are very, very close to meeting the mandates in the Preventive Controls regulation.

Another point that instructors can make by staying quiet is perhaps we can finally put HARPC (Hazard Analysis, Risk-based Preventive Controls) to sleep. That acronym is not mentioned in the regulation and there is really no need to even mention it in class. In fact, as I was preparing this article, I chatted with a colleague who is also happens to be an instructor. She told me that after a recent PCQI training class a student came up to her and thanked her for not mentioning the term HARPC. In the classes that I have taught, the subject came up in each class as a question from the students. This again was an issue that caused significant angst amongst people in the industry so having it go away will help people to better focus on demystifying the preventive controls regulation. Perhaps the comment made by a colleague a few years back has a bit of truth to it. The person stated that the only reason that FDA started talking HARPC was that they did not want to mandate HACCP industry-wide.

There are significant challenges that go along with teaching the PCQI course, however. One of these challenges is that

instructors cannot speculate as to how the regulation will be ultimately enforced. How the regulation will be enforced and how the Food and Drug Administration’s investigators will work are still unknown. As an industry, we can look at guidance documents developed for seafood and juice for different subjects, but no one in the industry really knows. We simply have to wait a few more months. As instructors, we can encourage processors to re-analyze their current food safety plans and to pay particular attention to their existing risk assessments. If I was to put on my auditor hat, I can state fairly confidently that this is an area that many operations will need to upgrade and update.

So, hopefully, for those of you that have taken a PCQI course or have one on the docket for the future, your instructors will (or have) help you to better understand the regulation in relation to what you are currently doing with your food safety plan. If you are fortunate, which I would take to mean that you have a very solid program (perhaps a GFSI approved audit scheme) that was developed applying the appropriate rigor, bringing your operation up to speed with the Preventive Controls Regulation may simply be a matter of bolting the new requirements to your current program. Part of theIr role should be DEMYSTIFYING THE PREVENTIVE CONTROLS REGULATION.

REFERENCES

Reflections of a Preventive Controls Qualified Individual Trainercontinued from page 4


Olivia Nahoum was inadvertently left out of the 2016-2017 NCIFT Officers descriptions published in the last The Hornblower. She is a member of the 2016-2017 NCIFT Nominating Committee:

Olivia Nahoum has over 5 years’ experience in The Food Industry. She joined Hampton Creek, a food industry startup at the end of 2015, where she is a Product Development Lead supporting new product development from lab to scale up. Prior, she worked at Creative Energy Foods as a Food Technologist where she was responsible for new product development and improvement of existing. In 2012, she joined SPRIM as a Research Associate where she excelled in project management

and cross-functional task management capabilities. Prior to joining SPRIM, she held a position in R&D, nutrition & regulatory affairs at Lesieur, where she was involved in assessing key health ingredients for nutrition projects. This experience developed her knowledge in nutrition and food regulations applied to product development. Previous to this, she held a position as a nutrition research project manager at the USDA (United States Department of Agriculture), where she acquired strong writing and project management skills, and also at Yoplait in a manufacturing facility. She holds a Master of Food Science degree in Nutrition & Marketing and a Bachelor of Life Sciences. She is fluent in English and French languages.

CORRECTION

NCIFT & Hilmar Cheese Company Networking EventJuly 6, 2016Hosted by Hilmar Cheese Company, featuring keynote speaker David Ahlem, CEO of Hilmar Cheese Company


NCIFT Ambassadors ProgramThe NCIFT Ambassador Program:

• Recruits volunteers from key organizations in the Northern California food industry as the point of contact within the organization to communicate NCIFT events and volunteer openings

• Works with section leaders to present and demonstrate the value of NCIFT membership to their company/ co-workers

NCIFT is excited to introduce Bianca Wiens, Product Developer at E&J Gallo Winery as an Ambassador for NCIFT! Bianca has written this article about what she does as an NCIFT ambassador:

“An IFT ambassador is a role that encompasses all that it means to champion our organization. We’re promoters, we’re reminders, we’re advocates, we’re question answer-ers. We are active both internally within IFT and externally in our own companies and local communities.

Within my own company, I post notices about our meetings and events on our internal forum boards. I’ve created a forum page specifically for IFT, on which people can browse upcoming events. I have hopes that eventually people will coordinate ride sharing and organize our own internal IFT get-togethers (#stretchgoals).

On a face-to-face level, when I meet new employees, I ask them about their experience with IFT. Based on their answers, I fill them in on the organization and the activities we have going on locally. Many recent employees are not yet IFT members and when an event comes around, it helps to forward on the information as a friendly reminder. Passing along the invite and bringing them as a guest helps make them feel welcome and gives them confidence to attend. For existing members I check in on who may be attending to help keep events on the forefront of people’s minds.

Being an ambassador is a way to inform and encourage participation within your company and community for IFT. IFT is committed to increasing networks between food technology professionals, where we can share expertise and form relationships with one another, so we can all be better at what we do.”

SUPPLIERS’ NIGHT & SYMPOSIUM

2017Carol Cooper, seen here with past President Elizabeth Cuff and President Craig Rothe, holds her Outstanding Member award.


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After an insightful short Q&A session, Mr. Howell invited interested attendees on a tour of La Terra Fina’s on-site manufacturing facility and ended the evening in the R&D department’s lab-kitchen. Another spontaneous, informal Q&A ensued, where Mr. Howell discussed some more philosophical stances on a career in the food industry in general. Most of the attendees began to leave, but some lingered. Paul Park discussed the evening’s learnings with fellow New Professionals. “What really hit home for me was what he said about finding your niche in the industry and pursuing your passion,” he noted to his colleagues. From the impact that Mr. Howell’s philosophies and advice had upon attendees, it was clear that he has found his.

New Professionals Eventcontinued from back page


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missionflavors.com

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by Kimber LewFood Technologist & Food Industry Professional

It was a sweltering August evening, but people kept showing up.

Amid a myriad of delectable dips, tantalizing quiches, and assorted appetizers spread around the meeting room at La Terra Fina, more than 40 New Professionals members met new connections, reunited with old friends in the industry, and discussed the upcoming presentation by Dan Howell on his philosophy behind new product development. The product development process varies within the food industry itself, with industry veterans debating regularly about the right path to success. It was no surprise, then, that hearing some insights from the director of the Product Development team that has had a hand in doubling its company’s growth in the last four years garnered significant interest.

Soon, everyone was gathered quietly in their seats, awaiting the presentation. Mr. Howell is known for being outspoken, honest, and practical, and he conveyed that throughout his speech. With an energetic delivery, he outlined his key principles when approaching the development process, a few of which were somewhat unconventional (such as the infamous “PFG” circle, a concept which must be explained by Mr. Howell himself). He redefined what “success” for the product developer means in a company like La Terra Fina: not necessarily getting a product on shelves (that is the “cherry on top” of the successful metaphorical product sundae), but instead may be simply creating a product that meets the attributes requested by a customer within the given time frame. Likewise, Mr. Howell said to ensure that one is targeting both the right “gatekeeper” (buyer or otherwise) as well as the right consumer needs (one step out away from the comfort zone).

One of the most interesting facets of his advice centered around product developers’ tendencies to be detail-oriented, an attribute usually helpful to success. However, in some cases, this attention to detail and yearning for complete

understanding gets in the way of getting the job done. Take, for example, the need for an emulsifier in one’s product formulation. It is likely that one may wish to fully understand the “how” and “why” for each different emulsification agent; unfortunately, this need for deep understanding may very well delay the progress of a project and thus determine whether or not one finishes development on time. This is where it is important, said Mr. Howell, to know the right industry contact whose expertise will point you in the right direction towards the ingredient that one seeks. In a similar vein, he reminded product developers to “keep things simple” – ingredient decks, production processes, etc. – and to always consider cost because it always matters (“regardless of what sales says,” he added cheekily).

Finally, emotional resonance is a cornerstone of Mr. Howell’s product development philosophy. He explained that even though a product may seem great on paper or to an R&D team, if the product does not trigger consumer nostalgia or happiness (RE: Anton Ego’s reaction to Remy’s reimagined ratatouille in the movie “Ratatouille”), it is likely that the product will not sell as well as anticipated. The most successful products, he said, are those that have a clear emotional resonance with their target consumers.

New Professionals Event at La Terra Fina

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