World renowned flavorist John Wright talks about stumbling upon the flavor industry, working in various flavor companies, writing and publishing a book for a small industry, exploring favorite food and culinary identity, embracing change and validating innovation, discussing the state of literature and academic papers, acknowledging offense and the role of perfumers in scent detection, exploring the similarities between flavor creation and music, and the importance of having fun in the flavor industry.
The flavor industry has become more inclusive and diverse, with a greater focus on innovation and faster project turnaround times.
Embracing multi-disciplinary approaches in the flavor industry allows for cross-pollination of ideas and fresh perspectives, leading to reinvigoration and improved problem-solving.
Forward-thinking and consequential determinism are crucial in creating flavors that align with current and future market demands, considering sustainability and balancing various factors.
Deep dives
The Evolution of the Flavour Industry
Over the years, the flavour industry has undergone significant changes and advancements. The speaker highlights that these changes have been positive, challenging the perception that things were better in the past. The industry has become more inclusive and diverse, with a greater focus on innovation and faster project turnaround times. The role of women in the industry has also evolved, with increased participation and opportunities. The speaker emphasizes the importance of embracing change and disruption and seeing them as opportunities for growth and improvement.
The Benefits of Multi-Disciplinary Approaches
The speaker discusses the value of embracing multi-disciplinary approaches in the flavour industry. They highlight the benefits of collaborating with other disciplines, such as perfumery, to gain new perspectives and insights. The ability to think outside of a narrow box and adapt to different fields is seen as a major advantage. This adaptability allows flavorists to cross-pollinate ideas, bring fresh perspectives, and tackle challenges from different angles. It also enables them to engage in diverse projects and work with various industries, leading to reinvigoration and the ability to approach the flavor industry with a fresh set of eyes.
The Importance of Forward-Thinking and Consequential Determinism
The speaker emphasizes the significance of forward-thinking and consequential determinism in the flavor industry. They discuss the need to think beyond the present and consider the future consequences of flavor creation. This includes considering the sustainability and availability of raw materials, building in extenders, and balancing various factors to create flavors that align with both current and future market demands. The ability to anticipate and adapt to changing trends, market shifts, and technological advancements is crucial in creating flavors that have lasting impact and success.
The Role of the British Society of Flavours
The speaker acknowledges the positive changes within the British Society of Flavours (BSF) and its role in promoting innovation and collaboration. They commend the BSF for moving beyond a traditional trade union mindset and embracing a more disruptive team approach. The speaker highlights that the industry is constantly evolving, and the BSF serves as a platform for driving positive change, discussing new ideas, and fostering cross-industry cooperation. They highlight the importance of continuing to challenge conventional approaches and adapting to the ever-changing landscape of the flavor industry.
The parallels between flavor creation and music
Flavor creation can be compared to music composition, particularly in the way that both require a holistic approach. Just as composers like Mozart had the entire composition in their heads before writing it down, flavorists often have the entire flavor concept in their minds and work to bring it to life. Both music and flavors have underlying structures and themes that need to be refined and adjusted throughout the creative process. While flavors may not have the same temporal experience as music, as they're consumed more quickly, both fields require an understanding of how different components interact and harmonize with each other.
The role of challenge and adaptation in the flavorist's job
Being a flavorist is a challenging and ever-evolving job that requires constant adaptation. Flavors that are created don't always succeed in the market, and the job can be tough. However, the joy comes from the constant pursuit of new challenges and pushing beyond comfort zones. This ability to embrace challenges and explore the unknown is a valuable trait for a flavorist. As the boundaries of flavors continue to expand, it becomes apparent that there is always more to learn, and the journey of discovery is part of what makes the job so fulfilling.
Our hosts Trevor Groome and Aidan Kirkwood speak with world renowned flavourist John Wright.
John started life as a chemist but soon realized that creating flavors was much more fun. Over the years John has worked for Duckworth (now Kerry), PFW (now Givaudan), BBA and IFF. After he escaped corporate life, he started as a consultant in 2008. His work experience covers most categories of flavor creation and most consumer product categories. John ran the Flavor Division of BBA in the U.K. until 1994, BBA Global R&D from 1995 to 2000 and IFF Global Flavor Creation and Applications from 2000 to 2007. John lived in the U.K. and Canada before finally settling in New Jersey for the past twenty five years. John has also spent significant interludes working in Chennai, Singapore, Melbourne and Koeln. As a consultant he have worked with many diverse companies, including Synthite in Kerala, Mondelez in East Hanover, Wacker in Munich and Quintis in Perth.
Apart from making flavors, his hobbies include wine, writing, cooking, astronomy, swimming, music, skiing and photography. John's favourite spots in this entirely fascinating world are Roquebrune-sur-Argens, Far Sawrey, Marlborough, Breckenridge, Kerala and, last but not least, Grace Bay in the Turks and Caicos islands. John is ridiculously proud of his three children – John, William and Emma. John is a Fellow of the Royal Society of Chemistry, a Member of the Society of Flavor Chemists, Inc., a Fellow of the British Society of Flavourists and a member of the MIT Innovation Lab.
