Food Media 25

Flavorists on 60 Minutes 11/27/2011

greygarious | Nov 27, 201105:48 PM

Morley Safer was the correspondent for a segment on Givaudan, a Swiss multinational corporation that creates flavors. One of their flavor scientists showed him her vials of various flavorings, some 150 types of orange and over 400 distinct riffs on raspberry. They explained that "natural flavor" can include some of the actual food item whose flavor is being reproduced, along with lots of other compounds, including one from "the rear end of a beaver". I guess we all know that animal musks are used in perfumes but it never occurred to me that they were also in food. The scientists acknowledged that their goal is to create flavors people want to keep on eating, but rejected defining that as addiction, or anything else with a negative connotation. It reminded me of the line from a Tom Lehrer song: "Once the rockets go up, who cares where they come down? That's not my department, says Wernher von Braun". As if this weren't troubling enough, they had an event at which cutting edge chefs made their creative signature dishes so Givaudan could study the flavors with the goal of duplicating them. I would have hoped chefs would be more responsible than to willingly participate in furthering the appeal and consumption of faux food,

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