PROVA FROM BEAN TO GREEN
PROVA is a pioneer of sweet brown flavours, having developed its own acclaimed range of cocoa flavouring substitutes. As the market continues to adapt to the challenges of modern day, PROVA is playing its part to help ensure the future of cocoa. Marketing Director Joris Bues and Product Manager Marie Le Beller explained how PROVA is achieving this, during an in-depth interview with Inside Food & Drink. Report by Imogen Ward.
Over the years, PROVA has maintained a strong commitment to sustainability. Initially transitioning its vanilla line in 1996, the company is now turning its focus to cocoa.
“We were the first company to move to organic vanilla,” said Marketing Director Joris Bues. “Now, we are starting a new journey, by transitioning 100 per cent of our cocoa line to sustainable alternatives by 2030.”
With the company expected to reach 25% by the end of this year, PROVA is well on its way to achieve its sustainability goal.
“Of course, organic cocoa extract has been a part of our offering since the late ‘90s, but it wasn’t until recently that we began assessing the sustainability of our cocoa on a deeper level,” explained Product Manager Marie Le Beller. “Unfortunately, like many, we were contending with the cocoa crisis
simultaneously, but we didn’t want to delay this strong ambition, knowing that our products could help to face the cocoa crisis.”
Exploring the range
PROVA markets its cocoa flavours and extracts range as an extender, intended for reducing the pressure on the cocoa market, whilst retaining the taste that the cocoa industry is known for.
“Our extracts remain authentic to the cocoa and chocolate taste,” said Ms Le Beller. “And our range has been pivotal in helping our customers get through the cocoa crisis. With price issues and potential shortages on cocoa powder, our extracts have successfully helped our customers reduce their use of cocoa powder by 30 per cent.”
“Not only do our products help boost a recipe, but they also provide integral functionality,” continued Ms Le Beller. “Our consumers benefit from an enhanced taste, reduced reliance on cocoa powder and improved texture.
“We also offer an alternative range for those looking to overcome cocoa shortag-
es and price hikes, which doesn’t include any cocoa extract. These solutions help our customers bridge the gap between taste, authenticity and intensity of flavour.”
Creating a masterpiece
PROVA has a department called PROVASENS®, dedicated to perfecting the characterisation of its customers’ products, and it also provides customer sensory workshops to help them better understand their creation.
Today, the company offers around 10 different types of cocoa extracts, all of which can be adapted to the specific needs of the customer.
“These extracts have different solubilities, taste profiles and functionalities, so they can be used across all kinds of applications from biscuits to dairy and even as syrups in beverages,” explained Ms Le Beller. “We have created products that are more heat resistant as well as ones that won’t settle in milk, and we are always finding new ways to adapt our extracts and create new ones.”
PROVA also has an R&D centre in Brittany, France, where new extraction technologies
and processes are being investigated daily, with the help of R&D Director Isabelle Quere and Head of Extraction Cyril Leprince.
“PROVA is home to a significant number of experts, and we are incredibly lucky to have such great people on our team,” revealed Mr Bues.
A team effort
When it comes to development, PROVA always takes customer concerns into account.
“Speaking from experience, we know that consumers are more sensitive to sustainability than ever before,” said Mr Bues. “They place a stronger emphasis on company commitments when choosing who to work with, and we want to be a reliable partner that provides support in every way possible.
“Not only do we want to help our customers differentiate themselves from the competition through tailor-made, customised solutions, but also we want them to feel good about how they are doing it.”
“No matter what, we are ready to help our customers be the very best they can be,” added Ms Le Beller, in conclusion. “I’ve been working at PROVA for nearly 14 years now, and
I have seen the development of many amazing products. Food is something that unites every culture, and it’s a privilege to be a part of such a dynamic company that is playing its own part in bringing people together.” n
