tomorrow’s table gregor rankin food and travel magazine 1
TRANSCRIPT
Tomorrow’s Table
Gregor Rankin
Food and Travel magazine
1
A food maven?
• A maven (also mavin) is a trusted expert in a particular field, who seeks to pass knowledge on to others. The word maven comes from the Hebrew, via Yiddish, and means one who understands, based on an accumulation of knowledge. Wikipedia (a source not to be trusted)
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Do we eat to live?
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Or live to eat?
4
What drives the choices?
• Who, and what, is driving the changes in what we eat?
• What are the influences that influence the opinion-formers?
• Why does it matter?
5
Key Influences
• Taste
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Key Influences
• Taste
• Provenance
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Key Influences
• Taste
• Provenance
• Authenticity
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Key Influences
• Taste
• Provenance
• Authenticity
• Seasonality
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Key Influences
• Taste
• Provenance
• Authenticity
• Seasonality
• Inspiration
10
Key Influences
• Taste
• Provenance
• Authenticity
• Seasonality
• Inspiration
• Experiences
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Key Influences
• Taste
• Provenance
• Authenticity
• Seasonality
• Inspiration
• Experiences
• Value12
How do we influence/guide this important audience?
• All recipes are seasonally driven• Destination reports satisfy readers curiosity
vicariously, as well as in practical terms should they wish to go there/cook the dish or buy the wine
• Features provide ‘inside information’ to pass on to their friends/families/colleagues
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The Future
• Emerging nations - the BRICs, rather than the PIGS
• And who are they?
• The growing band of (upper) middle classes who have the benefit of choice
• And anyone who cares what they put in their mouth
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What’s tickling our taste buds?
• Last year - it was pea shoots
• This year it’s foams, micro leaves and seeds (such as radish sprouts)
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What’s tickling our taste buds?
• A couple of years ago it was blow torches for the perfect crème brule
• This year foraging has stepped out of the sandal brigade
• Premium and single estate chocolate continues to melt our heart
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On the travel side?
• Travel - to India and
SE Asia (Vietnam, Laos and Cambodia as well as old favourite Thailand) are influencing more people to cook curries from scratch
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The chefs
• TV has created a new breed of stars• And a new and interested audience - including younger men
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Who else?
• Magazines like Food and Travel
• UK food magazines are at the forefront of food photography and recipe development
• Ignore them if you want to stay in the dark.
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