events around Europe. We had the London Flavor
Day in September, Copenhagen Flavor Day in
October and Paris Flavor Day in November.
PF: With events such as Brussels Flavor Day as
a means to educate consumers on the complexity
and safety of flavor, what are some other communication strategies EFFA will be working on in
AK: This year, we will focus on explaining how
we create flavors and the know-how [with]in it. We
will conduct interviews and create videos with flavor
professionals from different departments—from
consumer research to quality control—and of course
highlighting our stars, the flavorists or some less
known professions, such as techno-chefs. I consider
it very important to explain our stakeholders, policy
makers and ultimately consumers what we do and
how we do it. We want to show people our passion
for taste, just like I feel until today and as many
consumers do as well.
For the Brussels Flavor Day, we also used our
social media channels. And we will continue to
broaden our digital presence. We are also looking
at engaging with other stakeholders through our
We also work closely with our members, national
associations or company members, to develop collaborative projects and spread the word about how
the flavor world is a fascinating one.
PF: As a flavor industry professional working
on both the company and association level, what
are some gaps you’re seeing in the industry that
need to be filled?
AK: It is indeed very interesting to participate in
both. We often share common challenges and we
can better address some topics at [the] association
level. Since we are a business-to-business [industry],
we are still sometimes far from the final consumer.
Maybe active communication can help to fill this
PF: What does the future of flavor look like
AK: We see trends from other industries impacting us and also our industry is influencing other
sectors. A famous trend watcher spoke at our
Brussels Flavor Day, Lidewij Edelkoort. She mentioned that food and flavors in particular are now
impacting architecture and even fashion.
Flavor is the new fashion. So, with this in mind,
I see a very exciting future ahead!
From left to right: Jean Robello, outgoing president, EFFA; Alexander Mohr, EFFA executive
director; and Antoine Kastler
Carbery Group Announces CEO for 2018
Carbery Group has announced that
Jason Hawkins will serve as CEO and
director, after Dan MacSweeney, who will
retire at the end of December 2017.
“I have, for a long time, admired
Carbery as an organization and am very
much looking forward to further developing the successful business, which the
excellent team at Carbery Group has
built,” said Hawkins.
Hawkins joins the company with
almost 20 years of experience in the industry. Prior
to Carbery, Hawkins served as the chief operating
officer for the Dairy Farmers of America (DFA),
where he guided the organization’s global
ingredients business. Prior to his role with
DFA, Hawkins worked for Kerry Group in a
variety of leadership roles.
“Jason’s background with Kerry’s global
ingredients business combined with his
experience at Dairy Farmers of America
makes him very well suited to build on
the strong foundations that are in place at
Carbery,” said Peter Fleming, chairman of
Carbery Group. “I am confident that under
his leadership the business will continue to grow and
develop in the years ahead, delivering for the milk
suppliers of West Cork.”