Insights for Innovation and Inspiration from Thomas W. Griffiths, CMC Vice President, Campbell’s Culinary & Baking Institute (CCBI) Tracking the ebb and flow of North American food trends can be a daunting task, even for a seasoned culinary professional, which is why we take a team approach to monitoring food trends. We begin with our most valued resource—culinary intuition. We draw first on the expertise of our global team of chefs and bakers and the inspiration that they find in culinary tours, literature and many other sources including our trusted industry partners. This year we have taken our collective ideas and compiled our first-ever CCBI Culinary TrendScape report, which highlights what we see as the trends to watch—the foods that excite our palettes and our imagination. Some of these trends may inspire future Campbell products, while some may not. Either way, we think it’s important to stay on the pulse of what people are eating and how their tastes are evolving as a result of global influences. 2014 HOT TOPICS This 2014 Culinary TrendScape report offers our unique point of view on what we’ve These themes are identified as the ten most dynamic food trends to watch, from Brazilian Cuisine to the driving force behind Bolder Burgers. We also look at overarching themes—hot topics—that have risen this year’s top trends to the top in the marketplace. Authenticity • A Balanced Some themes, like authenticity and interest in a balanced lifestyle, have been hot Lifestyle • Distinctive Flavors • topics the past few years and remain influential in this year’s TrendScape. There’s Exploring South America • increased emphasis on fruits and vegetables at the center of the plate this year, as Global Fusion • More Fruits & well. Our chefs are always eager to explore new cuisines and get creative in the Veggies • New American • kitchen, so emerging themes like global fusion and the cuisines of South America have New Proteins been especially exciting to follow. We share these insights with you today because we see culinary innovation as an industry-wide goal and we hope you gain as much inspiration from the TrendScape as we do. Campbell’s Culinary & Baking Institute | TrendScape 2014 1 An integrated approach to understanding CulinarySCAPE food trends TREND How do we choose which Quick service restaurants like Panera trends to follow? or or Wendy’s, mainstream media such Our methodology taps a wealth Fine dining restaurants, as Better Homes & Gardens cultural hot spots “Today” show, retail innovations of research from our chefs and other professional sources to TRENDDTRENDSCAPE THE EVEVOLUTIONOLUTION OF A CULINARCULINARYY TREND help identify the most significant emerging trends in food, as well Independent 1 DISCOVERYDISCOOVVVERRYY 4 MAINSMAINSTREAMTREAM as those that inspire creative restaurants, Emerges within Well-accepted thinking and new direction. Then food magazines a limited but in many influential group households we begin our mapping on the and dining sections such as TrendScape, following each New Saveurand trend across distinct stages, as it , Grocery York Times ESTABLISHEDESTTAABLABLISHED INTRODUCTION 5 retail evolves and expands its reach. specialty 2 Reaches Reaches a products, grocers like mass culinary-minded audience packaged Monitoring and understanding Bi-Rite audience foods trends is an important part of the research we do at Campbell’s Culinary & Baking Institute. It’s our way of anticipating what our EXPEXPANDEDPAANANDED 6 retail and foodservice customers 3 ADOPTION Reaches Gains traction global will want as tastes shift and with larger audience audience demographics change, so that we can deliver the next generation of iconic foods and Internationally beverages that people love. available Full service chain restaurants like T.G.I. Friday’s, food television and celebrity chefs, specialty chain stores like Williams-Sonoma, menu innovations 2 Campbell’s Culinary & Baking Institute | TrendScape 2014 S IN ACTION DDTRENPOINTSSPOINTS WHERE WE SEE TRENDTRENDS IN ACTION TOPTRENDS TREND aura est nt Vendor fession R ro al 2014 partners, P Media From fine dining market to quick service Here's a taste of the year's most dynamic research, trade dining trends. There's so much activity on the publications Culinary TrendScape, but these are the top trends that whet our appetite and ulture & ignite our passion for food. Enjoy! C sine ketplac Cui ar e Cultural M Specialty shops, influences grocery and past and BRAZILIAN CUISINE retail food present markets FOOD WASTE AWARENESS Magazines, cookbooks, blogs, television, recipe websites FERMENTATION Tuning in to TrendPoints NEW JEWISH DELI In our culinary research, we’re continually discovering something new. That’s what we love about food. We’re inspired not only by what we’re eating, but where we’re eating FRESH JUICES it; what we’re reading and what we see trending with the public at hotspots across the food landscape. We call these aspects TrendPoints. This is how we begin to tune SOPHISTICATED SWEETS in to the top trends that intrigue us and make us want to know more. Our philosophy is simple: it’s all about tracking ideas and connecting the dots—all while keeping our YOGURT GOES SAVORY consumer top of mind. BEVERAGE-INSPIRED Our focus on Population Reach FLAVORS Food trends usually—but not always— begin in fine dining and eventually REGIONAL MEXICAN expand into groceries and quick service restaurants. Looking for distinct TrendPoints within the six stages helps BOLDER BURGERS us track each trend's evolution, from buzz to universal appeal. Campbell’s Culinary & Baking Institute | TrendScape 2014 3 TRENDWATCH TRENDSCAPE • Datassential – Brazilian Cuisine 1 BRAZILIAN • Firmenich – Market Research • Giraffas, Miami – Stroganoff • Ipanema, NYC – Feijoada Completa • La Sirena Clandestina, Chicago – CuISINE Rioi Moqueca Seafood Stew ddee ananeiroi • Muqueca, Cambridge, MA – J Shrimp Bobó DISCOVERY • Ta Bom Food Truck, Los Angeles – 11 Stroganoff and Beef Pastel • Alex Atala – D.O.M.: Rediscovering The flavorful seafood stews, grilling Brazilian Ingredients techniques and unusual ingredients of • Gourmet Live – The Brazil Issue Brazil will no doubt be thrust into the • Lucky Peach – The World’s Most Dangerous Chicken culinary spotlight when Rio de Janeiro • No Reservations – Rio de Janeiro plays host to the upcoming 2014 World • Chima Brazilian Steakhouse, Cup and 2016 Summer Olympic Games. Philadelphia – Grilled Picanha Exploring South America is an emerging • FIFA World Cup – 2014, Rio de Janeiro culinary macro-trend, and Brazil’s • Summer Olympic Games – rainforests, coastline and lively urban 2016, Rio de Janeiro centers are poised to provide a veritable treasure trove of menu inspiration beyond the already familiar churrascaria steakhouse and Chef David Landers took an intensive culture and Amazonian açaí berry. cuisine class in Brazil and was impressed by Bahian dishes like this Moqueca seafood stew On a recent visit our chefs were flavored with dendê (palm oil) and coconut milk. inspired by the blend of native, Portuguese and African culinary influences reflected in ingredients like manioc/yuca root—the country’s staple starch. Though Feijoada Completa reigns supreme as the national dish, it is just one of the many great dishes of Brazilian cuisine. This rich stew of beans and smoked meats is served with rice and sautéed collard greens, and topped with toasted manioc flour known as farofa. Feijoada Completa, Caipirinha cocktail made with Brazil’s national dish cachaça sugarcane spirit 4 Campbell’s Culinary & Baking Institute | TrendScape 2014 TRENDWATCH TRENDSCAPE • Food Waste Reduction Alliance – Industry Partner 1 FOOD WASTE • Mintel – Market Research • USDA – U.S. Food Waste Challenge • Animal, Los Angeles – Pig Tails AWArENESS ‘Buffalo Style’ with Celery, Ranch • Moto, Chicago – Composting food DISCOVERY scraps to create organic fertilizer 11 • PBS NewsHour – San Fran on Track to Become Zero-Waste City Mintel reports that nearly 40 • Reuters Health – Simple Awareness percent of food produced Reduces College Food Waste in the U.S. goes uneaten • Momofuku MilkBar – and this unfortunate Compost Cookie Mix truth affects the • Sur La Table – OXO Compost Bin bottom line for both • NYC Dept. of Sanitation – businesses and “root to Stalk Cooking” Organics Collection Pilot Program households. People by Tara Duggan seeking a more Balanced Lifestyle are becoming aware of this global issue and are learning what they can do to cut down on unnecessary food waste. Practical suggestions like learning to shop wisely and understanding expiration dates are becoming a regular The Food Bank of South Jersey’s Kitchen compost bucket part of the foodie dialogue. Related topics we see emerging on Just Peachy Salsa was created by the TrendScape at Stage 1 include buying imperfect produce, serving smaller portions, Campbell to raise repurposing leftovers and cooking from root-to-stalk and nose-to-tail. funds for the community and A growing number of households are composting through sanitation programs in diverts imperfect local peaches progressive cities like Seattle and San Francisco, where zero-waste policies reduce the from landfills. amount of food sent to landfills. For mindful people and independent restaurant owners, embracing this “final frontier” of recycling is becoming just as important as making ethically responsible food purchases. Campbell’s Culinary & Baking Institute | TrendScape 2014 5 TRENDSCAPE • Firmenich – Market Research FERMENTATION • Mintel – Market Research 1 • Bar Tartine, San Francisco – Beef 22 INTRODUCTION Tartare on Koji Toast with Bottarga • Casa Mono, NYC – Cod Cheeks Pil Pil We identified this trend last year and it continues to excite our team. with Pickled Chillies and Black Garlic The appeal of enzyme-enhanced foods, a growing appetite for tart • Eleven Madison Park, NYC – Tasting Menu with Dry Aged Beef and intense flavors, and chefs’ interest in the chemistry behind • The Publican, Chicago – 2001 Vintage umami flavors all converge in this powerful culinary movement. Oak Barrel Aged Pu-erh Tea There are many Distinctive Flavors to explore when it comes to this • Momofuku, NYC – Culinary Lab ancient method of food preservation.