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5 januari 2009

Bruges, Belgium

Copyright photo: Jean-Pierre Gabriel & Sang Hoon Degeimbre Editor: Françoise Blouard

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THE FLEMISH PRIMITIVESBack into the future of taste

In the 15th and 16th century,’The Flemish Primitives’ were masters in combining talent with new techniques. Techniques they developed by interacting with other disciplines like manuscripting, sculpturing,…By this way of working they influenced permanent the painting of Western Europe.

The event ‘The Flemish Primitives’ wants to continue in the same spirit. Respect for food products and beverages, the knowledge of the classic cooking techniques combined with a stimulation of new techniques and creativity.

By promoting interaction between scientists, the world’s most famous chefs and artists, the event wants to deliver a creative boost for the food industry and gastronomy in Belgium and the world.

The event will be an annual meeting place for cross fertilisation between food industry, gastronomy, wine world, artists, science,…This first event will be focussed on foodpairing

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INTRODUCTION: WHAT IS FOOD PAIRING?

When Heston Blumenthal(chef of the fat duck, 2 ?best restaurant in the world) combined chocolate and caviar for the first time, he was surprised they combined that well together.

To know why, he contacted François Benziof Firmenich (largest private owned flavour house in the world).

By comparing the flavour analysis of both products, they found out that the 2 products had major flavour components in common.

At that time they stated a hypothesis thatfood combines well together when they have major flavour components in common.

Foodpairing was born.

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FOOD PAIRING, THE VALIDATION

To validate the concept of foodpairing, Food for design® did the search to gather all available flavour analysis on food products. Then, by comparing the major flavour componentsof those food products, lists were made of food products that should combine well together.

All this information was put for free on the web, so people from around the world could test the foodpairings by using them as a help in making new recipes. The website contains for the moment 80 pictures like the picture on the left.

How to interprete the picture; you see a cloud of other products around strawberry. All these products combine together with strawberry. The shorter the line in a group of products, the better the product combines.

For examplestrawberry combines with … peas

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FOOD PAIRING, THE RECIPES

Interpretation by L’air du tempsSang Hoon DegeimbrePhoto: Jean-Pierre GabrielEditor: Françoise Blouard

Lobster with peas and coulis of strawberries

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FOOD PAIRING, NEXT STEPS

So peas, strawberries and lobster are a good combination. But all the other combinations can also be used.

Since the launch of the website the 22th of November at Lomejordelagastronomia San Sebastian (Spain), one of the most important seminars on gastronomy in the world, we had more than 150 000 unique visitors.

Because of the worldwide demand to go further with this tool, to add more specific food products and more recipes, we will organize the 1?foodpairing event where we will combine scientific analysis with the talent of the topchefs of the world

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THE CONCEPT OF THE MAIN PROGRAM

1.The company select one of their products and send them to us

2.A flavour analysis is executed at the university of Leuven (unless the company has already own results of flavour analysis)

3.The major flavour components are determined

4.The major flavour components are compared with the database of food for design containing currently 360 food products

5.A list of food products that combines with the proposed product is obtained

6.A Belgian or international topchef will use this list to make a dish.

7.Similar to the food, a wine will be searched by analysis of the flavours and comparison with the flavours of the dish.

8.5 January 2009, the results will be presented by the chef, the sommelier in front of an audience of more then 1000 food professionals.

9.A clear overview of all possible foodpairings of the product together with the recipe and information of the company will be added to the seminar book each visitor receives.

10.Foodpairings and recipes will also be added to the website foodpairing.be

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THE CONCEPT OF THE FOODPAIRING EXHIBITION

Other companies can obtain a shell as a part of a whole package. This package can contain:

1.Analysis of one of your products

2.Combining with our database to obtain a list of foodpairing

3.One recipe made by a belgian michelin star chef based on this list

4.A standard shell

5.A clear overview of all possible foodpairings of the product together with the recipe and information of the company will be added to the seminar book each visitor receives.

6.Foodpairings and recipes will also be added to the website foodpairing.be

Extra possibility 1:

a cooking school making the foodpairings so the visitors can taste your product the whole day

Extra possibility 2:

during lunch foodpairing tapas will be offered. One of the tapas can be sponsered by your company

Companies participating in the main program obtain also a shell in the corridors of the concert hall.

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SIDE ANIMATION

On Monday night as an apotheosis of the event, each group will create its own visionary menu in a secret place in the historic city centre. So you will have the opportunity to taste the foodpairings that were presented during the day in a unique setting

foodpairing library, where you can smell the major flavour components of several foodproducts or smell what flavours contain e.g. basil.

Aim is to make people more familiar with flavours

Next to the presentations in the aula, other activities will take place in the concert hall:

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TARGET GROUP OF VISITORS

1. Food industry; product developers, chefs, scientists

2.Restaurants, Hotels, pubs

3.Teachers, students of culinary schools

4.Culinary world

5.Wine world

6.Foodies

7.International press

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ORGANIZING COMMITTEE

Guido Francque: First sommelier of Belgium. Founder of the EVW (contemporary Flemish wine institute).

Peter Coucquyt:1 Michelin star chef at Kasteel Withof. Motivates and teaches the new generation of belgian and dutch chefs.

Jean Pierre Gabriel: the best food writer in Belgium. Knows almost all the top chefs in the world

Bernard Lahousse:Food scientist gives advice to topchefs and food companies worldwide. Founder of food for design.

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COSTS

MAIN PROGRAM + EXHIBITION PACKAGE:

7500 euro

EXHIBITION PACKAGE:

Analysis + Book + standard shell:

3000 euro

SMALL EXHIBITION PACKAGE:

standard shell + analysis:

1000 euro

EXTRA TASTINGS or EXTRA TAPAS

An offering can be made on request

SPONSORING:

Your logo on the main stage:

2500 euro

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WHY SHOULD MY COMPANY PARTICIPATE

1. you will have a scientific view on new possible combinations of your product that will be a guide in further product development internally.

2. You will have a recipe(s) of your product made by international or Belgian top chefs

3. you can present your company before a professional audience of 1000 people

4. your company will be taken into the worldwide communication of the event.

5. the international press will give visibility to your brand

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TIME LINE

May 2008: final selection companies

Press conference.

Sending of samples

Analysis

June 2008: List of foodpairing

Chefs start combining

September 2008: Finalisation recipe

Foodpairing link with wine

November 2008: Finalisation

5 January 2009: Event

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CONTACT DATA

e-mail to bernard.lahousse@foodfordesign.be

call the organizing committee at

+32 497 41 85 88