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20 June
Brussels Flavourday

On June 20th 2017, Brussels became the ’Capital of Flavour’. The event organized by EFFA (the European Flavour Association), together with AROMA (the Belgian Flavour Association) and IOFI (the International Organization of the Flavor Industry) was a success with more than 100 participants. Policy makers, customers and food and drink associations gathered for discussions about the future of food and the role that flavourings plays in key consumer trends. 


The future was one of the key words of the day. Lidewij Edelkoort, one of the world's most famous trend forecasters, inspired the audience with an outlook on consumer trends in food and flavours and how these have an impact on everyday life, highlighting that nowadays, food is even more fashionable than fashion itself. Edelkoort unveiled the main trends for the coming years, noting: “We are witnessing a Revolution of Taste, moving away from sweet to sour, tart and even bitter”. An interactive panel formed by representatives of the European Commission, a consumer research institute and the flavour industry itself, commented on these trends. 

Interactive Panel at the Flavour Day

This event was the first one organised by the National, European and Global associations together, and will be the first one of many ‘FlavourDays’ around Europe. Next stop, UK. London FlavourDay is on September 21st,  celebrating the 100th anniversary of the UK Flavour Association, followed closely by the Paris Flavour Day on November 16th organised by the French Flavour Association (SNIAA). Also Copenhagen, Berlin, and many more cities are planning similar events…so keep a close eye on the association’s websites. 

You will find all the information about it in the Memorandum below
  • Howard Smith, IOFI's President, Viviane Vijverman, AROMA's President; Jean Robello, EFFA's President
  • Interactive panel at the Flavour Day
  • Jean Robello, EFFA President at the welcome speech
  • Screen Shot 2017-06-29 at 12.58.46
  • Viviane Vijverman, AROMA President
  • Sven Ballschmiede, IOFI Executive Director
  • Interactive Panel at the Flavour Day
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