January 2009

Thursday, 29 January 2009

Culinary Trends for 2009 and Beyond Bye-bye Boomers Hello Generations X and Y As Boomers begin to slip from the front and center of marketers’ attentions, I think we can expect more and more focus on what the next generation wants to eat. We boomers (born between 1945 and 1960) have officially taken a back seat now that our new president is from the next generation. Folks born between 1961 and 1980 may be thought of as generation X, and the next group, those who came of age since the turn of the century are sometimes referred to as the millennial generation or Generation Y. Their perspectives and concerns will shape food trends this year. Boomers were raised on the processed food that dominated markets in the wake of World War II; our domestic food supply was modeled on the military industrial complex of the post war years. But we rebelled against that and embraced a movement toward more seasonal and local foods. This next generation, raised by the revolutionary boomers might feel as much nostalgia for our granola as we felt for our parents’ corn flakes. They already take for granted the sort of eco-centric model that we had to struggle to establish. But there is a twist. Instead of a struggle between the industrialized food model and the back-to-the-farm movement that boomers experienced, this generation might see the ethics and environmental standards promoted by the food revolution applied to the industrial model, a kinder, gentler industrialized food supply. Gen-xers and Millennials will not abandon fast food or boxed cereal but they will demand that it be healthy for their bodies and for the environment. We’ve already seen a demand for ethically-raised beef, chicken, pork and eggs and industrialists are scrambling to adapt. Less Meat More Flavor We will see less meat – this generation is the most likely generation in American history to practice a vegetarian or “felxitarian” diet, eschewing meat most of the time or all of the time in favor of a diet richer in plant foods. But meat-eating will not disappear. Smaller servings of more intensely seasoned meats are quite likely. As this new generation of eaters embraces all sorts of “ethnic” foods, they are embracing a much broader palate of flavors than boomers enjoyed at their age. We had our Chinese and Mexican restaurants, but millennials are comfortable with Thai, Ecuadorian, Korean, and African foods. Even as the Food Network and  the Travel Network have made exotic cuisines less intimidating, and the younger generation’s passion for all things exciting – spicey, colorful, thrilling – has created a demand for more intensely flavored foods. We’re likely to see more lamb, a little more rabbit and duck, and a little less beef and pork. And all these sustainably raised meats will be prepared in very flavorful ways.  Bill Niman, the man whose business Niman Ranch was launched when he started producing sustainably raised pork for places like Chez Panisse, sold his  business last year and started raising goats. Farm schools like the amazing chefs’ school at Quillisascutt Goat Cheese Dairy in Rice, Washington will afford chefs from all over the country an intensive course in how to adapt farm fresh foods to the latest culinary techniques and the world wide trend of agri-tourism will afford tourists Slow Travel opportunities where Slow Food is part of the package. More On-line, less Cafeteria Line? This generation is of course the most tech-savvy generation ever and it seems inevitable that we’ll see more and more opportunities for ordering food on line, both packaged foods for the home and tech-enhanced opportunities for ordering food in restaurants, but this group is pretty touchy-feely and human contact will not be sacrificed for technology. According to a group called the Center for Culinary Development (CCD) and Packaged Facts, this Generation is more comfortable than previous generations with “The Third Place,” a communal business or public space where friends and coworkers can share food along with conversation and ideas in a setting that is not work or home. We have every reason to expect an intensified version of traditional street food culture, with Gen Y diners embracing all sorts of healthy, flavorful foods that don’t involve the conventional trappings of formal dining or the responsibilities of home entertaining. But a sandwich with no more flavor or nutrition than the plastic in which it’s wrapped will not do for this food savvy generation. Expect innovative and spicy international flavors and delivery packages. Look for traditional the Hummus and Falafel from the Middle East, but add some hot red pepper harissa from Ethiopia and make sure those grains and pulses are locally and organically grown. Top that not-necessarily-a-sandwich for lunch with some amazing yogurt, (new brands are popping up everywhere) and the emphasis is on organic goat’s milk and active cultures, not on sticky-sweet fruit flavors. Brands that don’t do “branding” If anything characterizes this generation’s sensibilities it’s a certain amount of distance from corporate branding. Gen xers and Millenials alike appreciate underdog brands and non-brands most. What’s cool is what’s as yet undiscovered. Obscure bands, clothing brands and underground websites are for more attractive than mainstream products. But this doesn’t mean this generation does not show brand loyalty. Twenty-somethings interviewed in a 2007 survey by San Francisco-based Outlaw Marketing identified their favorite brands and while the last couple of years might have shifted things around a little, it’s telling that Trader Joe’s, and Whole Foods, along with In-N-Out Burger and Ben & Jerry’s Ice Cream all made the Top Ten. Young people appreciate the environmental concerns and fair hiring practices of those companies as well as the honest and uncomplicated way those companies present them selves to the world. In-N-Out pays a starting wage considerably higher than the minimum wage that’s standard at most fast food outlets and both Whole Foods and Trader Joe’s are committed to buying practices that promote a healthy environment. A greener lifestyle and social justice are core values to this generation, and the simple, no-fuss style that characterizes these brands distinguishes many other companies. Hummus Toasted sesame oil affords this version of the quintessential Middle Eastern spread extra depth of flavor. Served with pita chips, the spread makes an excellent appetizer for casual gatherings. Piled into half-moons of fresh pita bread, it also makes an excellent sandwich filling.  Pita Breads Pita breads, which seemed exotic to boomers when we came of age during the last quarter of the twentieth century, are now ubiquitous. It's hard to imagine an American grocery store without them. But baking your own homemade pita is easier than you might think, and the puffy breads are much better fresh from your own oven. Tandoori Gosht Grilled Spiced Lamb with Yogurt Dipping Sauce Even without a tandoor,  the super-hot clay oven used extensively in Northern India, it’s possible to make a really flavorful meal for a crowd. If smaller portions of lamb shoulder or leg are available, the recipe can be scaled down accordingly.   Yogurt and Cucumber Raita Raita is a yogurt based condiment, typically flavored with fresh herbs, cucumbers or even bananas. In the Ayurvedic system, cooling foods like these add moisture to hot dry foods making them more healthful and more appealing.

 

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