TASTES DIFFER!
A QUESTION OF TASTE TASTE IS ONE OF THE CORNERSTONES OF BEJO’S WORK. THERE’S NOTHING MORE LIKELY TO TEMPT CONSUMERS THAN EXCELLENT FLAVOUR. THIS IS ESPECIALLY TRUE FOR SNACK VEGETABLES, WHICH ARE RAPIDLY GAINING IN POPULARITY. FLAVOUR MATTERS IN ALL ITS ASPECTS, WHETHER IT’S SWEETNESS, JUICINESS, OR A CRISP BITE.
For over five years, Bejo has been investing specifically in flavour research, to find the most delicious varieties of each crop. When we say flavour, we mean a combination of what you see (colour), smell (aromas), and taste (flavour, texture). We measure flavour in three ways: sensory evaluation (with statistical analysis), a component analysis and / or a consumer panel. We then share this information with our breeding programmes, so our breeders can develop even tastier varieties for the future. To research flavour in carrots, Bejo works with an expert panel from Wageningen University. The panel originally identified 14 characteristics, which were brought together in a flavour model. Our breeders then used this model to develop a well-balanced range of snack carrots, which we now promote under the name Cool Carrot Candy. Bejo also does taste testing in other crops. For the past two years we have been running an expert study on flavour in beetroot, with the first results expected in 2021. In addition to our range of snack carrots, which consists largely of Amsterdamse Bak varieties, we also do taste testing in our Imperator line. Carrots of this type are mainly used in the cut-and-peel industry, which is a large segment in the United States. It goes without saying that taste is important here, and that we aim for high flavour levels in the Imperator types.
"Taste is the sensation of what you see, smell and taste."
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BEJO CARROT MAGAZINE
Content matter is continuously measured both in Bejo’s labs and in collaboration with various institutes. These measurements give us an impression of each variety from our existing range and its particular taste. The genetics of a variety can influence the amount of fibre in carrots, for instance, or the bitterness of Brussels sprouts. We cannot yet predict flavour by measuring content matter, but we have identified a number of influences. Both genetics (the variety) and cultivation conditions (including weather, soil type, stress factors and fertilizers) help determine the taste of a vegetable. Our customers also constantly taste-test their produce. Our breeders and sales representatives in the field are always trying the newest varieties to compare them with each other and with the existing range.
It’s interesting to wonder what possibilities the future will bring. Can we breed for better flavour? Can we find the genes that most influence taste? Only time will tell. Taste is never the only quality people want in a vegetable. It can be a starting point for bulk products or a very specific demand in a niche market. Along with breeders and growers, home cooks and chefs also influence the taste of vegetables by preparing them in all kinds of delicious ways. Promoting taste is always a challenge. Taste is personal, hard to put into words, and its importance differs per application (snack packaging, cut into vegetable mix, bulk packaging, prepared product, and so on). Taste is definitely an important factor for returning customers. Bejo’s insight into flavour allows us to keep up with contemporary food and consumer trends. Consumers keep becoming better informed and increasingly choose vegetables that are healthy (to strengthen the immune system), sustainable, local and in season. All this is part of their lifestyle. Eating more mindfully means paying more attention to food waste, healthy snacking, earthy flavours, colours, convenience and especially vegetables in a starring role. The consumer wants to eat the recommended amount of vegetables, 250 grams per day, but it must be part of a varied and delicious diet. On one hand, we see that consumers are curious about new developments, but on the other they still want traditional products that are known for their healthy properties and longer shelf life. What food better meets those needs than carrots? They’re versatile, colourful and suitable for any eating moment. In addition, carrots also work as an extra ingredient with many other fruits and vegetables, leading to many great flavour combinations. Consumers aren’t always aware of the intrinsic flavour of a particular vegetable. Often they base their choices more on visual properties than taste, such as in vegetable selection packs. There are definitely opportunities to promote carrots here. Consumers typically don’t receive a lot of information about the characteristics of and differences between varieties. One way to change that would be to indicate which carrot varieties are suitable for which meals and preparation methods. A more healthy and sustainable lifestyle can get some help from technology. For food companies, an online presence is especially important now that consumers are spending so much time on social media. They watch videos and connect with brands, including food brands. They cook more at home and are looking for inspiration. Connect with them! In these times, when consumers are mindful of sustainability, transparency, packaging and the supply chain, new farm-to-table initiatives are emerging on various delivery platforms, including online shopping, a farm shop in a restaurant, and drive-through shopping to name a few. These initiatives mean direct delivery to and connection with the consumer. Online support is essential here. Ultimately, the aim is to create a link between health and flavour. After all, who doesn’t want to eat food that tastes great?
FLAVOUR MODEL • Distinguishes between taste, smell, and texture • Distinguishes between positive and negative • Highlights the positive characteristics With carrots we see: • Content matter doesn’t reflect flavour sensation • Taste is linked to variety • Ripeness and/or storage of the variety has an influence • Aromas have a strong influence on the overall impression of a variety • Size (plant density) matters – snack size is preferred Flavour preference is the only factor that is not completely objective. Not all scores are equally important. Aromas have a strong influence. Overall impression is of course very important. Content matter: in American breeding line tests, fructose, glucose and sucrose were measured. There was some correlation with sweetness, but not consistently.
GENERAL IMPRESSION
CRISPINESS 70 60 50
LEFTOVER BITS
40
MOKUM ADANA ASTRALIS ARANKA NERJA
FIRMNESS JUICINESS
30 20
UNAPPEALING FLAVOUR
SWEETNESS
10 0
SOIL AROMA
BITTERNESS
PRESENCE OF AROMAS
NUTTY AROMA TURPENTINE AROMA
CARROT AROMA
EVALUATION OF AROMAS
BEJO CARROT MAGAZINE
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