We’re living in exciting times. Who could have predicted the massive breakthrough of the Internet 20 years ago? And who would have thought, just two years ago, that this thing called social media would change marketing forever.

Meanwhile, we’re seeing more and more that cooperation and partnerships are crucial for success. Companies are not only cooperating within their own sector, but are searching for new, fresh and competitive ideas by cooperating with companies from entirely different sectors.

Many companies are even starting to involve consumers in their research and development. Innovation and being close to the market are key to staying on top of today’s fast-changing trends. Norwegian food industry giant Tine BA is one company that prioritises R&D and cooperation to remain at the cutting edge. You can read more about Tine BA in this issue.

At Givaudan we’re constantly keeping an eye on the trends in order to supply the flavours that consumers demand. This way we can help our customers be competitive – not just today, but tomorrow too. For example, the new flavour range Nordic Berries is a direct response to local market demands.

Talking about Nordic, did you know that the restaurant Noma in Copenhagen was voted ‘best in the world’? This will most likely increase interest in Nordic food.

And isn’t it fantastic how we Nordic people go a little crazy when spring and summer finally arrive? You can smell the barbeques for miles around. It’s a great season for using our local produce, such as berries and early vegetables.
I want to wish you all a sunny and relaxing holiday. Have that ice cream that you’ve been longing for. Take care.

Rickard Kristensson
Sales Director, Givaudan North Europe

PS: The new European aroma legislation is just seven months away. Don’t miss the article in this issue.


Foto: iStock