The ‘Flavour Ambassadors’ is an EFFA multimedia project launched in 2019 and aimed at sharing the passion and expertise of European flavour professionals. Through the project, we aim to give the industry a “voice” and showcase its many facets and the blend of knowledge that is needed to create flavourings that ultimately enrich our food and drinks.
The community of Flavour Ambassadors comprises varied industry specialists who are passionate about their profession and have volunteered to participate in this EFFA project. Our Flavour Ambassadors represent the various departments of companies of different sizes from all over Europe, and they come from diverse cultures and backgrounds. In each episode of the interviews, the ambassadors showcase the various aspects of the creation process, explain their role in the flavour house, what drives and challenges them, and how their expertise contributes to the flavour and food industry in Europe and globally. With professionals ranging from regulatory to sensory and marketing departments, each focuses on their own expertise and added value, and together they showcase the complexity of the flavour industry processes.
In this interview, Matteo Masera, Flavours Regulatory Affairs Manager, tells us why this is one of the most exciting and challenging businesses of the food industry.
What’s your name and profession?
Matteo Masera, Flavours Regulatory Affairs Manager (EMEA) at McCormick & Co.
What does a typical working day at work look like to you?
Every day, I try and be the best partner possible for both Customers and Colleagues, by promoting innovation and proactivity in enabling business readiness through the continuously evolving regulatory environment we operate in.
For how long have you been working in the flavour industry?
For more than twenty years.
Why did you choose this career?
It was the career that chose me!
Which training did you receive?
I didn’t really receive any specific one. I worked in a small flavour company for several years, discovering every aspect of the business; later, with GIOTTI and McCormick, my regulatory skills grew mainly because of daily challenges.
What is the flavour industry for you?
It is one of the most exciting and challenging businesses in the food industry. It makes me feel part of something that is growing and developing very fast, with a huge variety of amazing opportunities and facets for the future’s global challenges.
What is food for you?
Food is one of the biggest challenges for humanity. Sustainability and availability of food will be key for peace on earth.
What do you like or find particularly interesting about your job?
Regulatory is always exciting, even if it seems so “framed”. Every day, I’m challenged to find solutions and therefore contribute to better defining the “big picture” with small but useful and resolute details.
What is your favourite and most disliked flavouring?
My favourite flavourings are those that comply with all global legislations without any limitations on their use. The ones I dislike the most are those that you need to work on for months, and finally don't sell to any customers.
What is the most interesting thing you’ve worked on?
It happened that a big customer that had “no flavours” as a label claim, finally used flavourings once he looked at my proposal, welcoming my support in keeping the integrity of his brands.
Any anecdote you want to share?
Once, I was on a train trip, and the man sitting right next to me overheard the phone call I was having. At the end, he asked me some questions about flavourings. I explained that we are just imitating nature, and most of our flavours are natural extracts. At the end of my explanation, he looked at me and said: “Man, I was really sceptical about this subject, but you’re really good and finally you convinced me!”
Would you choose the same career again? Why?
Definitely yes! The job I’m doing fits me like a glove, and after more than twenty years, it still looks pretty exciting to me!