Givaudan Marks 10th Anniversary of TasteTrek® Citrus With Creation of Global Citrus Collection
Givaudan is celebrating the 10th anniversary of its customer TasteTrek® Citrus programme, with an Anniversary Global Flavour Collection inspired by a decade of exploring citrus in groves around the world. TasteTrek Citrus has brought customers and flavourists together to experience citrus in its fullest and freshest form, straight off the tree. From rare and exotic varieties, to local favourites, to the most commercially successful fruits in the world, the Anniversary Global Collection captures the diversity and cultural importance of citrus.
Ten years of TasteTrek® Citrus have played a key role in enabling Givaudan to meet customers’ needs by delivering distinctive citrus flavours with stability and sustainability at their heart, reflecting regional flavour preferences as well as developing those that surprise with exotic or unexpected characteristics.
Henning Hartnacke, Givaudan’s regional Commercial Head of EAME, says: “Our creative and technical approach to Citrus delivers unique insight for our customers – inspiring consumer preferred products around the Europe, Africa and Middle East region. By partnering with a world renowned Citrus grove in Italy we can introduce our customers to new Citrus ingredients and inspiring varietals.
Henning Hartnacke adds: “The focus of TasteTrek® is collaborating to deliver a great customer experience. With Citrus Development Centres on every continent, we work with customers in their markets to optimise profiles and build stability and sustainability into their products.”
One of the annual grove adventures is conducted at the Oscar Tintori collection in Tuscany, Italy, home to over 300 varieties of citrus trees. This family business was begun by grandfather Oscar Tintori, and moved into citrus after specialising in cut flowers. Three generations of the Tintori family continue to work at the home of the collection.
The Oscar Tintori collection has hosted dozens of Givaudan customer TasteTreks® with over 70 varieties of orange, lemon and lime, and grapefruit and pummelo evaluated by participants from 11 countries. The 10th Anniversary Global Flavour Collection includes Lemon Femminello, Italy’s lemon famed for its use in Limoncello liquor.
Sjors Peters, Product Manager and leader of the TasteTrek® programme in Europe, says: “Our treks allow us to explore the diversity of Citrus with our customers for inspiration. But we also use our TasteTreks® to highlight our citrus flavour stability technology as the grove creates the context for what can be replicated from nature, and where nuances are more difficult to capture due to their unstable nature. We then highlight how Givaudan overcomes this, both through flavour development and smart applications support. We find that customers value this approach which ties nature to something they appreciate in their daily jobs – which is stability in a final application.”
The first TasteTrek® citrus took place at the University of California Riverside (UCR) grove in the USA in 2006. Givaudan has donated US $1million to establish ‘The Givaudan Citrus Variety Collection Endowed Chair’ to support and maintain UCR’s Citrus Variety Collection. Since 2006, treks have expanded to Italy, Brazil, Argentina, China, Japan and India.
As a result of this decade long effort, and to mark these achievements, Givaudan has curated a 10th Anniversary Global Citrus Flavour Collection, bringing together for the first time remarkable citrus flavours developed around the globe through 10 years of TasteTrek® Citrus.
Some of the flavours in the collection include:
* – Lemon Femminello, (Tuscany, Italy)
* – Valentine Pummelo (California, US)
* – Sakurajima Mikan Mandarin (Japan)
* – Kumquat Meiwa (China)
* – Sanguinelli Blood Orange (Spain)
* – Perão Sweet Orange (Brazil).
