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More and more people are interested in knowing what they’re eating, where their food comes from, what it comprises and how it's processed and prepared. And above all: how it tastes. At the same time, the role of the connoisseur is changing: no longer a gourmet on the stage but a foodie, more a dedicated aficionado of dining rather than a critical admirer of the art of cooking. Foodies want to perceive food in a more sensory way and have fun discovering, trying, exploring and tasting.


This new connoisseur is no longer mainly interested in sophistication and elegance but – both at home and in restaurants – practises a conscious form of food consumption, in which environmental and fair criteria are just as important as creative authenticity. Foodies buy fruit, vegetables, meat and baked goods as often as possible at weekly markets, direct from farms or in speciality shops: meat and sausages from the butcher, bread and rolls from the baker, wine directly from the vintner or at a wine store, etc. They want to get closer to the product, they want to look, smell, try and experience the atmosphere of the production facility, while providers showcase themselves and their activities in order to present the products in the best possible light, while also helping their customers to broaden their knowledge. There is an increasing convergence of culinary experiences, encounters between producers and consumers and between chefs and connoisseurs at these places. The borders become blurred between restaurants and delicatessens, bakeries expand into bistros, fishmongers sell not only fresh sole, algae and squid but also offer freshly prepared dishes which inspire customers and motivate them to try out something new at home, armed with helpful tips from the chef. It’s all about demonstrating how things make sense above and beyond emotions, clarifying the connections, telling stories – through products and producers, and imparting knowledge. Skilful arrangements and informative design which appeal to all five senses equally and result in a convincing overall impression are very useful here.

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