Geographic differentiation

An ingredient’s place of origin may be pivotal in promotions. Belgian chocolate, Vermont cheddar and Himalayan pink salt all may catch the interest of consumers when used as ingredients and promoted on the label of a product, be it bread, crackers, pizza, or macaroni and cheese. 

“The taste of place can be rather specific as in French wine or Vermont maple syrup or Vermont cheese,” said Tom Bivins, executive director, Vermont Cheese Council, Stowe, Vt. “These geographically regional products provide a story that is incredibly valuable in crating your product.” 

He said Europeans have known for centuries that geography, along with soil and climate, may affect ingredients. 

“Americans are only now becoming aware of their regional flavors and foods,” he said. 

Cheese closer to home 
Geographic areas in Europe are known for their cheese, like Parmesan, feta and muenster (see related story on Page 32). Food manufacturers may consider cheese made in America, too. Panera Bread, St. Louis, promotes Vermont white cheddar in its fontina grilled cheese sandwich, for example. 

Vermont cheese may be produced using local milk sourced from family farms, Mr. Bivins said. They may be aged in caves and aging rooms with Vermont stone and wood. 

“It is no small thing that Vermont cheese, as well as other regional cheeses in the United States, are taking a bite out of the international cheese markets,” Mr. Bivins said. “We no longer have to look to Europe for quality, variety or craftsmanship.” 

The Wisconsin Milk Marketing Board, Madison, Wis., has a Wisconsin cheese logo that may be displayed on products, said Marilyn Wilkinson, manager of national product communications for the board. 

“We make over 600 varieties of cheese, but the one people normally think of quickly is cheddar,” she said. 

Cheddar may work in macaroni and cheese or may appear in spiral bread similar to cinnamon bread, she said. Cheddar has a smooth, firm texture and becomes more granular and crumbly as it ages. Its rich, nutty, creamy flavor becomes increasingly sharp and complex with age. 

Another cheese type, fontina, is a good melting cheese, Ms. Wilkinson said. For example, it might work well alongside provolone and mozzarella in a three-cheese pizza. Fontina has a smooth, supple texture with tiny holes. It is semi-soft and slightly creamy. 

Ms. Wilkinson added the Wisconsin cheese identification on a product may ease the concerns of manufacturers and consumers who want to know who made the product, what is in the product and how the cows that helped to create the cheese in the product were treated. 

“There’s never been a time when people are more concerned about where their food comes from then now,” she said. 

Chocolate as luxury 
Creating higher price points for products is another potential benefit of single-origin ingredients. Chocolate is one such example. According to a 2014 Canadean consumer survey of 2,000 adults in the United Kingdom, 38% said they buy premium chocolate either “regularly” or “all the time,” which compared to 35% for coffee, 33% for alcoholic beverages and 32% for ice cream. 

“This shows that even as consumers continue to juggle daily finances and manage household budgets, they are still willing to regularly trade up on indulgent groceries such as chocolate,” Canadean said. 

According to the survey, 58% of consumers regard a product as superior to an “everyday” item if it promotes the use of the finest ingredients. 

“Irrespective of their financial situation, consumers are still willing to trade up on a regular basis in categories inherently associated with treating and indulgence,” said Michael Hughes, research manager at Canadean. “To encourage trading up behavior, manufacturers need to push the concept of ethical luxury in categories such as chocolate and coffee to make consumers feel that they are getting a real treat over everyday items.” 

Perhaps consumers might consider a product with Belgian chocolate as a special treat. In 1988 Puratos launched a new brand, Belcolade, that featured product created exclusively in Belgium. The Belcolade Origins range now is a selection of single origin chocolates from around the world. Les Arómes de Cyrano, a sensory analysis tool, describes the unique characteristics of single origin chocolates. 

Barry Callebaut promoted its line of Origin chocolate at the ISM trade exhibition in Cologne, Germany, Jan. 26-29. Origin chocolates are made with cocoa beans harvested in one specific country or growing area within one country. The soil, the climate and the habitat make the cocoa beans unique. Cocoa beans from Venezuela or Ghana might work well in dark chocolate while cocoa beans from Mexico might be a better choice for milk chocolate. 

Cargill’s cocoa and chocolate business on March 19 announced an investment to expand its specialty cocoa liquors capabilities in its plants in France and Germany. 

“This major investment in our cocoa liquor capabilities will enable us to meet growing customer demand for premium and organic chocolate products,” said Philippe Huett, managing director-cocoa for Cargill’s cocoa and chocolate business. “These liquors are used in our wide range of chocolate recipes and in our organic certified cocoa butter and powders.” 

An investment in Rouen, France, will assist Cargill in expanding its Fine Flavor range of cocoa liquors. A production line is dedicated to manufacturing small batch specialty liquors with distinctive characteristics. The cocoa beans come from origin countries. Venezuelan beans feature a mild and creamy taste while beans from Ecuador have a flowery aroma. 

Global attention on Brazil 
According to Cargill, the Bahia region in Brazil has unique cocoa characteristics. The soil’s profile, the proximity to the coast, the high rainfall level and the artisanal processing all lead to strong aromatic characteristics and a bitter flavor. 

The 2014 World Cup and the 2016 Summer Olympics both will take place in Brazil, which should place the country’s cuisine in the spotlight, according to a TrendScape 2014 report from The Campbell Soup Co., Camden, N.J. Feijoada completa is a national dish in Brazil. The stew of beans and smoked meats is served with rice and sautéed collard greens and then topped with toasted manioc flour known as farofa. 

“The World Cup is one of the most heavily attended events in the world, and there are record numbers of attendees projected for this year,” said Shane Maack, senior executive chef for Spicetec Flavors & Seasonings, Omaha. “So it’s safe to assume that more consumers will be exposed to the flavors of Brazilian cuisine for this very reason. I suspect we will be seeing more Brazilian menu items for at least the next year or two. Traditional Brazilian cuisine comes from a blend of culinary backgrounds: European, Asian and Amazonian.” 

He said fruits, including guava and cassava, that are indigenous to Brazil may bring an exotic twist to such sweet applications as baked foods, smoothies and ice cream. 

“Spices, marinades and rubs also make Brazilian cuisine stand out as unique,” Mr. Maack said. “Tempero habiano (coriander, parsley, cumin and various peppers) might just be the next hot spice blend popping up on menus.” 

Tuscany and the Himalayas are other geographic areas of interest for ingredient sources. 

Recent new product launches have included Tuscan boule from Pepperidge Farm, reduced-fat Tuscan spice potato chips from Mikesell’s, and a Tuscan chicken pesto bagel thin sandwich from Einstein Bros. 

SaltWorks, Woodinville, Wash., now offers Himalayan pink salt that is sourced only from the Himalayan mountain range in northern Pakistan. The company sources the salt from a family-owned supplier that is registered with the Food and Drug Administration. 

The Hain Celestial Group, Inc. also has become involved in a Himalayan ingredient. The company recently acquired Tilda Ltd., a 100% branded Basmati and specialty rice products company based in Essex, the United Kingdom. Basmati rice only may be grown in the Himalayan foothills and is known for its aroma and nutty taste. 

The use of common cheese names in peril 

The European Union seeks to prohibit American dairy processors from using dozens of common cheese names, including asiago, feta, Parmesan and muenster, according to a letter signed by more than 50 U.S. senators. The European Union claims the names are “geographical indicators” and may be displayed appropriately only on products made in certain areas of Europe. 

“Can you imagine going into a grocery store, and cheddar and provolone are called something else?” said Senator Pat Toomey of Pennsylvania. “Generations of dairy farmers and producers have worked hard to cultivate a product and brand that resonates with consumers. Efforts by the E.U. to establish trade guidelines that would restrict branding are ridiculous and threaten Pennsylvania jobs.” 

Senator Toomey and Senator Charles E. Schumer of New York composed the letter, which urges the U.S. Department of Agriculture and the U.S. Trade Representative to fight the E.U. efforts, which relate to the Trans-Atlantic Trade and Investment Partnership (TTIP). The National Milk Producers Federation, the International Dairy Foods Association, the U.S. Dairy Export Council, the American Farm Bureau Federation, Kraft Foods Group, Inc. and Leprino Foods all support the letter’s intention. 

“Protecting the ability of U.S. cheese makers to use common cheese names is a top priority for I.D.F.A.,” said Connie Tipton, president and chief executive officer of the International Dairy Foods Association. “TTIP is an opportunity to lift trade barriers, not impose new ones.”

Source: http://goo.gl/erqZtk

Bakels offers gluten-free bread mixes

Bakels gluten free bread mixes have been approved by the Coeliac Society

Bakery ingredients supplier Bakels has rolled out its first retail range.

Three gluten-free bread mixes - artisan, multiseed and white (rsp: £2.99/300g or a 550g loaf) - are set to hit shelves at the end of April. Suitable for traditional baking and for home-baking machines, the mixes have all been approved by the Coeliac Society.

Bakels MD Paul Morrow added that the company had recently opened the Bakels Baking Centre to help retailers and suppliers work together to develop new products.

Source: http://goo.gl/m8SgCf

Bakery Packaging – A Superb Way to Clutch Your Customer’s Attention

A packaging box is usually made of paperboard, grooved fiberboard, wood, metal or any other flimsy material. These boxes are used for guarding the products that are attached to them so that they can later be delivered, sold, stored or used. Packaging plays a very significant role in gaining the major share of the market and especially when it comes to bakery packaging.   Bakery products are one of those common items that are used at homes, offices and on special occasions. Whether these products include bread, bun or cakes, all of them require eye catching packaging so to attract the customer’s attention.

When we talk about bakery packaging boxes; the first thing that sparks into our mind is that whether we can get custom bakery packaging boxes and if yes, then would these be low price or cheap bakery packaging boxes or not. Now you do not have the need to worry about this matter. The only need is to concentrate about your products. You can leave the rest to the printing companies since these businesses are now offering you attractive and exceptional packaging boxes at affordable rates. The printing businesses are well aware of the fact that unique color combinations and glossy inks act as the main controller in ensnaring the attention of the customers; therefore, these companies design both customized as well as mass-produced packaging boxes so to aid the bakery organizations in increasing their sales and getting an incredible share of the market.

The printing companies possess a team of highly qualified professionals that make the packaging boxes within the set time frame and dispatch the order after making complete inspection whether the given order is accurate and damage free or not. Moreover, these companies also provide free shipment and free design support services to their valuable customers who reside in the UK and USA.

Source: http://goo.gl/x4dIr1

Europain & Intersuc 2014

Paris-Nord Villepinte8 - 12 Mars 2014

Du 8 au 12 mars 2014, le salon Europain & Intersuc présentera les dernières innovations dans les domaines de la boulangerie, pâtisserie, glacerie, chocolaterie et confiserie à Paris-Nord Villepinte. Il mettra en avant les 7 grandes tendances de la profession, comme les nouveaux modes de consommation, les nouveaux équipements de découpe et les dernières tendances dans la pâtisserie.

Inscription et infos sur http://www.europain.com/

Bakery innovation at Food Ingredients Europe 2013

Food Ingredients Europe is in full swing here in Frankfurt and the halls are buzzing with talk of how amendments to the EFSA guidelines at its meeting tomorrow could open the floodgates on a new raft of innovation.

For the past year, only claims involving vitamins and minerals have been permitted in new product developments meeting EFSA regulations.

I spoke with Pascal Philibert, CEO of Philibert Savours. This company is adding flavour to soft and crusty breads to create more interesting bakery offerings, such as a spinach-flavoured bread to go with salmon, and a tex mex flavour bread to go with meats, plus tomato and curry breads that work well with chicken.

They have also just developed a sourdough bread for the rapidly growing French bakery chain Marie Blachere, which now has 220 shops in the suburbs and plans to open 60 more.

"We focus on what the customer wants and that is innovation," said Philibert. "They are looking for something new and well designed. We also offer improvers, which increase shelf life. It is the beginning of a beautiful story."

And looking at Pascal's beautiful Kenzo suit and stylish cobalt blue glasses, it is evident that design is high on his agenda: "We have been working on a special rye loaf for Russia, as people there are looking at a return to the rustic breads of their childhood, with an evocative pull that rings a bell in their emotional subconscious," he said.

We also touched on the problems of obesity and the recent move in some parts of the US to abandon bread as part of the everyday diet. "This is unnecessary and a sad limiting of the variety of foods we eat," he said. "There is no need to cut anything out. Limit it by all means, but choose the best quality and just have a little. As there is no doubt that some people have become imprisoned in their bodies. It has become a jail and that is so sad, but the choice is up to the individual and of course it does not happen overnight."

He said how generally there is a great upsurge in many countries of people looking for high levels of nuts and grains in their foods, and looking for slow release energy, so a big move away from soft, sweet breads towards grain-rich and crusty breads.

BOREA : Cette franchise de boulangerie est prête pour dupliquer son concept

La franchise Boréa, enseigne de boulangerie pâtisserie ouvre sa première succursale en 2007. Le concept a été créé en 2005 par David Borréani, d’artisans boulangers pâtissiers et Laurent Rémond, un entrepreneur ayant de l’expérience dans le domaine de la stratégie d’entreprise et du commerce. A eux d’eux ils lancent un concept de boulangerie, pâtisserie, restauration pour allier plaisir et alimentation saine.

Comment tout a commencé !

Tout a commencé, lorsque David Borréani, un artisan boulanger pâtissier, qui a hérité du savoir-faire de ses ascendants, découvre une recette de pain cachée dans des archives familiales. Il décide de la revisiter et la remettre au gout du jour mais toujours sans utiliser de levure chimique. Il obtient une recette de pain au gout d’antan qui bénéficie de bonnes vertus nutritives et digestives selon Borea. Il rencontre, Laurent Rémond, un entrepreneur qui a travaillé en Amérique au sein d’un grand groupe de distribution international, à qui il confie son histoire. C’est le déclic pour Laurent Rémond, qui lui propose de développer son réseau.

La recette de pain sans levure chimique imaginée par David Borréani permet de donner naissance à une baguette alvéolée, légère et digeste, déclinée en 30 variétés de pains pétris et cuits sur place tout au long de la journée. Boréa propose aussi plusieurs pains spéciaux : Le pain santé : issu de graines de lin, il est drainant et riche en oméga 3, le ‘probody’ : un pain protéiné à base de farine de maïs et de soja, le pain matinal : à base de muesli auquel on ajoute des fruits frais (Pommes, ananas), des pains régionaux, pain tomates basilic, chèvre à la fleur de thym…

Boréa c'est aussi de la petite restauration, des salades, sandwichs, pâtisseries... .

Développement et ambitions de Boréa

Après l’ouverture de la première succursale à Ollioules, c’est en 2011 que les fondateurs inaugurent le magasin pilote à Six Fours Les Plages. Déjà les fondateurs pensaient à franchiser le concept. Maintenant le concept est rodé, il propose aux futurs candidats à la franchise :

- Une formation complète de 90 jours (en laboratoire, à la vente, à la tête du magasin pilote).
- Une assistance avant, pendant et après l’ouverture : choix de l’emplacement, business plan, dossier bancaire, suivi de travaux, référencement fournisseurs et assistance à l’ouverture.
- Une assistance commerciale et technique.
- Un plan de communication annuel.
- Une gestion sécurisée des flux monétaires.
- Un reporting réseau Boréa ...

Le franchisé signe un contrat de 7 ans. L’investissement initial s’élève à 370 000 € et l’apport à 100 000 €. Pour accéder au réseau l’adhérent doit s’acquitter d’un droit d’entrée de 50 000 et verser desredevances à hauteur de 6% de son chiffre d’affaires pour les royalties et 1% pour la communication.

La franchise Boréa envisage déjà l'ouverture de 5 unités franchisées.

Source: AC Franchise (http://goo.gl/VRJqwc)

Franchise boulangerie : LA MIE CALINE ouvre ses portes à Montceau-les-Mines (71)

La Mie Câline, enseigne française de terminaux de cuisson, implante son nouveauconcept « Atelier pain et restauration » à Montceau-les-Mines, en Bourgogne.

Angélique Cahue, diplômée d’une formation en hôtellerie-restauration, et Erwan Rannou, pâtissier-chocolatier-traiteur, ont rejoint le réseau La Mie Câline et ont ouvert leur « Atelier pain et restauration » sur la place de l’Eglise à Montceau-les-Mines. Le point de vente accueille les clients de 7h du matin jusqu’à 19h30. Pains, viennoiseries, pâtisseries, produits traiteur, salades et sandwichs frais, sont disponibles à toute heure de la journée. Les deux franchisés ont embauché 4 salariés (dont 3 sous contrat Emploi Avenir, contratvisant à faciliter l’insertion professionnelle et l’accès à la qualification des jeunes de 16 à 25 ans.), tous en CDI, pour les épauler quotidiennement.

« Erwan et moi avons eu envie d’indépendance. Notre choix s’est porté sur La Mie Câline, pour être épaulés dans notre création d’entreprise, et surtout pour la qualité des produits. Quand le franchiseur nous a proposé un emplacement à Montceau-les-Mines, nous avons pris la voiture… En arrivant nous avons su que la ville était faite pour nous ! Nous avons donc quitté la Bretagne », témoigne Angélique Cahue.

Lutte contre le gaspillage

Dans une démarche éco-responsable et solidaire, Angélique et Erwan organisent la collecte des invendus du magasin. Ainsi, 4 fois par semaine pains et viennoiseries sont donnés à l’Epicerie Sociale (aide alimentaire destinée à un public en difficulté financière proposant des denrées contre une contribution correspondant à environ 20 % du prix d’origine du produit).
Acteur citoyen de la chaîne alimentaire, l’équipe de La Mie Câline se mobilise de façon pérenne, pour contribuer à la lutte contre le gaspillage alimentaire. Son action est un prélude à la journée nationale du 16 octobre 2013 « anti-gaspi » (qui est aussi la journée mondiale de l’alimentation).

Depuis 1985, date de l’ouverture en Vendée de son premier magasin, La Mie Câline s’est développée partout en France. Son fondateur André Barreteau, fils et petit-fils d’artisans, a créé un réseau de plus de 200 magasins qui fédère aujourd’hui quelque 2 000 franchisés et collaborateurs.

Source: Les échos de la franchise (http://goo.gl/s8Zr09)

60 YEARS OF BAKERY INNOVATION

Belgium company Puratos has introduced the T500, a complete bread improver in powder form, which it is claimed, will increase operational efficiency and convenience for bakers.

60 years ago the company introduced the T500, the first complete bread improver. It marked the beginning of a list of innovations in the field of bread improvement that continues in line with ever-changing market requirements and consumer demands.

The invention allowed Puratos to grow from a small local company in Belgium to the worldwide company it is today.

Industrial bakers are now looking for particular solutions to overcome specific challenges. Intens is a modular bread improvement concept, which allows bakers to address their biggest challenges in the baking process, eg. freshness, resilience, dough extensibility. Soft’r Melting is introduced to the soft baked goods market to improve freshness and extend shelf life of sweet bakery products such as donuts, Berliners and soft sweet breads and rolls.

Mr Eddy Van Belle, chairman of the Board of Directors at Puratos, commented: “The constant development of Puratos is defined by several inventions of which the T500 bread improver is certainly one of the most significant. T500, which is now known as a revolution in bakery, is actually the result of a lot of work and constant fine-tuning with bakers to know their needs. In the end, it was the success of the T500 that allowed Puratos to start to grow from a small local company in Belgium to the worldwide company it is today.”

Source: http://goo.gl/00fPNn

The Bakery Products Market in Western Europe (16 countries), QY Research Group

Reportlinker.com announces that a new market research report is available in its catalogue:

The Bakery Products Market in Western Europe (16 countries), QY Research Grouphttp://www.reportlinker.com/p01549331/The-Bakery-Products-Market-in-Western-Europe-16-countries-QY-Research-Group.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Bakery_and_Pastry ** The Bakery Products Market in Western Europe (16 countries) ** Market demand for years 2007, 2011, 2012 and forecasts for years 2013, 2014 and 2015. Company market shares and brands for 2012 and continuously updated.

COVERAGE -------- 9 Individual Product Markets in each country covered: Flour (retail only), Bread products, Crispbread, Industrial pastry, Biscuits, Frozen pastry products, Fresh and dry pasta, Fresh Pasta, Dry Pasta. 16 Country Markets: Austria, Belgium/Luxemburg, Denmark, Finland, France, Germany, Greece, Ireland/Eire, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom. 144 Product and Country Markets - being 9 Single Product Markets (Market Groups not counted) times 16 countries above.

DESCRIPTION ----------- A complete quantitative, hard data demand and supply analysis of final human consumption in the country and product markets covered. All product markets are carefully defined so as to be comparable across all countries. 154 Ultimate Holding Companies are cited in this report together with their market shares; additionally, own-label share of the market is also quoted. Based on FFT's international food and drink markets database, now in its 23rd year, the report includes (see detailed Table of Contents for more): * Separate Foodservice and Retail Market data are given by volume and value, and by product and country, hence providing complete coverage of the final human consumption * Up to the Top-10 holding companies by market share by product, country and region * Up to Top-100 holding companies listing by overall market share in the present markets * Own label, branded, unbranded and artisanal market shares A unique strategic vision of the 16-country Western Europe market is presented, in particular identifying the numerous companies present together with their market shares and major brands by country and product. Standard data tables for each product provide a 16-country panorama of companies' strengths (market shares by country and for the region) and presence (number of country and product markets in which present). WHY YOU SHOULD BUY THIS REPORT ------------------------------ This report entails a fully up-to-date mapping of the market providing valuable support to strategic marketing decisions, in particular regarding: * Strategic Planning * Marketing & Sales * Mergers and Acquisitions * Market Opportunities & Risks * Companies Strengths & Weaknesses

FOR EACH AND EVERY PRODUCT COVERED IN EACH COUNTRY -------------------------------------------------- Retail, Foodservice and Total Historical and Forecast Demand - by volume and by value for 2007, 2011 and 2012 , as well as forecasts for 2012, 2013, and 2014. Historical Trend - % growth by volume and value for 2007 - 2012. Forecast Growth - % growth by volume and value for 2013 - 2015 Supply structure in each product and in each country in 2013: producer shares, own label share, branded share, unbranded share and artisanal share (own made for own sale, e.g. independent bakers). Major brands listed by country, product, holding or independent companies and subsidiaries. Company Profiles. All holding companies identified are listed alphabetically with their key subsidiaries by country, detailing the product markets in which the latest market shares have been identified. The overall share in the market covered is provided. The estimated percent contribution of each product to final (retail + foodservice) sales is also provided.

PRESENTATION ------------ Estimated 325 pages. The report is produced at time of order from the updated database, and consists essentially of hard data provided in the form of flow charts and data tables. The standard PDF report delivered by e-mail can be printed and then photocopied recto-verso, and is designed to then drop into a 4-ring folder as a complete report, including cover, table of contents, etc. Electronic Excel file can be provided by FFT on request.

MATCHING REPORTS ---------------- Any combination of countries, products and demand and supply data possible. Almost 150 products and product categories covered in each of these countries: Europe, including Eastern Europe, 22 countries covered. North America: Canada, Mexico, USA. Other emerging markets: Brazil, India, Turkey ** The Bakery Products Market in Western Europe (16 countries) ** Number of pages : *325* Products covered and definition of each product : *Bakery Products* * Flour (retail only) (1.1) - Flour (retail only), excluding bakery and cake mixes. * Bread products (1.2) - Bread products (industrial and artisanal), including morning goods and bagels. Mexico and USA: includes tortillas, but not tortilla chips. * Crispbread (1.3) - Crispbread, rusks. crackers, grissini, biscuits for cheese [F: biscottes & cracottes, NL: Snijkoek, D: Zwieback & Knäckebrot]. * Industrial pastry (1.4) - Industrial cakes & pastries, excluding artisanal/craft bakers.. [NL: stukartikelen banket, gebak], inc. doughnuts. * Biscuits (1.5) - Sweet biscuits and cookies, wafers, excluding savoury biscuits. [NL: biskwies en wafels, koekjes, speculoos], Heavy cereal bars. * Frozen pastry products (1.6) - Frozen cakes and pastries and other frozen bakery products, raw dough, excluding frozen pizzas, excluding industrial raw dough for in-store bake-off. * Fresh and dry pasta (1.7) - All fresh and dry pasta. * Fresh Pasta (1.71) - Fresh pasta: including filled, including frozen/chilled, excluding with sweet filling. * Dry Pasta (1.72) - Dry pasta, including filled, excluding "fresh" pasta. Countries covered : *Western Europe ( Austria, Belgium/Luxemburg, Denmark, Finland, France, Germany, Greece, Ireland/Eire, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom ) * Report : *The Bakery Products Market in Western Europe (16 countries) Edition 2013*

TABLE OF CONTENTS ----------------- For each of the products covered (listed above) and in each of the countries covered (listed above), as well as for the aggregate data for the entire market covered, the following information is provided: *Flowchart of Major Suppliers, Demand and Distribution Channels * *

DEMAND DATA * · Historical Demand in 2007, 2011, 2012 (in volume) · Historical Demand in 2007, 2011, 2012 (in value) · Forecast Demand 2013, 2014 & 2015 (in volume) · Forecast Demand 2013, 2014 & 2015 (in value) · Historical 5-year growth rates 2007 - 2012 (in volume) · Historical 5-year growth rates, 2007 - 2012 (in value) · Breakdown between Foodservice and Retail Market in 2012 (in volume) · Breakdown between Foodservice and Retail Market in 2012 (in value) · Per capita consumption in retail, foodservice and total market, 2012 (in volume) · Per capita expenditure in retail, foodservice and total market, 2012 (in value) · Strategic Assessment: percentage represented by the country product market from the regional product market (North America, Western Europe or Central Europe). Does not apply to Brazil, India and Turkey. *SUPPLY DATA * · Definition: Company Market Shares given for the Total Market (retail, foodservice and artisanal). · Updating: underlying food and drink database updated regularly, including for Mergers & Acquisitions · Supplier market shares (usually up to 10 shares cited by product and in each country) · Who Owns Whom: Key Local Subsidiaries of each Ultimate Holding Company · Distribution Channels % Shares: Branded, Unbranded, Own (Private) Label and Artisanal (own-produced for own sale, e.g. bakers) · Major Brands for the suppliers cited --------------------

* SUPPLEMENTARY ANALYSIS * - Especially important where FFT has identified more than 10 holding companies · Company Market Shares and Rankings within the aggregate market covered by the report · List of all Holding Companies identified for this market covered · Who Owns Whom: All Key Local Subsidiaries identified · Major Brands by Holding Company and Key Subsidiary

To order this report: : The Bakery Products Market in Western Europe (16 countries), QY Research Group

__________________________ Contact Clare: clare@reportlinker.com US:(339) 368 6001 Intl:+1 339 368 6001

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The next generation of bread improvers

With more than 60 years of bread improvement experience, Puratos constantly looks to discover the next step in enzyme technology. The newest generation of S500 bread improver range is based on xylanase technology obtained from specific microorganisms discovered in Antarctica.

One of this enzyme’s main advantages is high catalytic activity at lower temperatures, which enables S500 to offer additional dough tolerance and security in processes such as retarded fermentation and short freezing. It was for this enzyme that the United States recently granted Puratos a patent and acknowledged the unique technology used within Puratos’ S500 products.

S500 was developed to give our customers complete peace of mind in every baking condition and every baking application. Each day will not be the same in your bakery, but S500 can make sure that even with changes in bakery conditions, you will deliver the same quality bread to your customers every day.

Source: http://goo.gl/fEgnP

Che ne sai tu di un campo di Kamut®

Sapevate che il Kamut® è un marchio registrato? E che forse avete già mangiato una bistecca da un figlio di un manzo clonato? Siete sicuri che le patate al selenio siano davvero utili per la vostra salute? Le pratiche esoteriche della biodinamica hanno un qualche effetto sul vino prodotto da uve biodinamiche?

E’ finalmente in libreria il mio nuovo libro “Le bugie nel carrello” dove racconto queste e altre storie.

Per l’occasione ho pensato di offrirvi un estratto del primo capitolo, dove racconto la storia del Kamut, le proprietà nutrizionali e le leggende errate diffuse sul web che sostengono sia adatto a celiaci e allergici al grano.

Il Kamut, il grano dei faraoni del Montana

Di recente l’industria alimentare ha rispolverato i cosiddetti «grani antichi», particolari varietà o specie di grano che da decenni o secoli erano state abbandonate dal punto di vista commerciale perché poco remunerative. Alcuni agricoltori le hanno reintrodotte perché, nonostante abbiano rese più basse rispetto al frumento, possono essere coltivate in modo biologico in aree marginali e vendute a un prezzo superiore grazie al favore che incontrano presso i consumatori. Questi mostrano di apprezzare i grani antichi perché li percepiscono come «più naturali» e con interessanti proprietà nutrizionali. Dal canto loro, le aziende alimentari ne sono attratte perché consentono loro di diversificare la produzione in base alle esigenze dei consumatori. I grissini che acquisto io sono disponibili anche nella versione al frumento tradizionale, che costa meno ma piace meno in casa. Pasta e nuovi prodotti da forno (pane, biscotti, piadine, grissini ecc.) che contengono miscele di farine si trovano in gran quantità anche nei negozi specializzati in alimenti biologici e «naturali». Di sicuro, il cereale che riscuote più successo di tutti è il Kamut.

La leggenda racconta che, subito dopo la seconda guerra mondiale, un pilota militare americano abbia trovato in un’antica tomba vicino a Dashare, in Egitto, una manciata di semi vecchi di quattromila anni. Nel 1949 regalò trentasei chicchi a un amico, Earl Deadman, che li spedì a suo padre, un agricoltore del Montana. Quei semi vennero piantati e, miracolosamente, trentadue di essi germinarono,  consentendo l’avvio di una piccola produzione. Portato in giro per le fiere agricole del Montana negli anni Sessanta come curiosità, quel cereale con i suoi chicchi grandi (il doppio rispetto al frumento comune) venne soprannominato «grano del faraone Tut». Nel giro di poco tempo la novità scemò e quel grano venne dimenticato.[i]

Nel 1977, i Quinn, una famiglia di agricoltori di Big Sandy nel Montana, recuperarono nello scantinato di un amico una scatola contenente quei semi, li seminarono e li moltiplicarono. Nel 1987 Bob Quinn, il più giovane della famiglia, con un dottorato in patologia vegetale e una buona propensione per gli affari, decise di usare un nome egizio per dare un’identità riconoscibile a quel grano e commercializzarlo. Consultando un dizionario dei geroglifici egizi nella biblioteca locale, accanto alla descrizione di grano e pane trovò la parola «kamut». Il 3 aprile 1989 Quinn registrò il nome Kamut e fondò laKamut International.[ii] Non a caso nel marchio della società, presente su ogni confezione di prodotti di questo tipo, compare una piramide egizia. Kamut quindi non è il nome di una specie vegetale, ma un marchio registrato (da qui l’uso obbligatorio del simbolo ® su tutti i prodotti che lo contengono) che sfrutta a fini pubblicitari le sue supposte origini egizie, il fatto di essere un «grano antico» e, come vedremo, le suepresunte qualità nutrizionali.

Una leggenda accattivante

La farina di Kamut dei miei grissini è quindi la stessa che utilizzavano gli antichi egizi, arrivata a noi grazie a quel ritrovamento archeologico? No. La leggenda, sicuramente accattivante, è molto probabilmente inventata. È estremamente improbabile che dei semi possano germinare ancora dopo quattromila anni e, in più, pare che gli antichi egizi coltivassero farro e orzo. Il frumento si sarebbe diffuso in Egitto solo durante il periodo Tolemaico (332-330 a.C.).[iii]

Quando i biologi parlano di frumento, intendono più correttamente il «genere» Triticum, che comprende molte centinaia di specie diverse. Alcune le conoscete sicuramente: oltre al  frumento duro (Triticum durum) con cui facciamo la pasta, e quello tenero (Triticum aestivum), più usato per il pane e la pasticceria,[iv] troviamo per esempio anche il farro (Triticum dicoccum). Nel corso dei secoli sono state coltivate in giro per il mondo, anche se non in modo così diffuso, altre specie di Triticum geneticamente simili al grano duro come il Triticum turgidum, specialmente le sottospecie polonicum eturanicum. Quest’ultimo è anche chiamato «grano orientale» o grano Khorasan, dal nome della provincia dell’Iran dove ancora oggi si coltiva. Ecco quindi spiegata l’origine di quel nome, Khorasan, sull’etichetta dei miei grissini.

Questo grano è stato descritto per la prima volta nella letteratura scientifica nel 1921,[v] ma alcuni accenni si trovano già nel secolo precedente. Pare che abbia avuto origine nella regione turca dell’Anatolia e sia stato coltivato, sebbene mai in modo intensivo, in zone marginali dell’Asia e dell’Africa settentrionale come l’Egitto, dove è ancora possibile trovarlo al mercato. Da lì, probabilmente, una manciata di semi è finita nel Montana. Non era quindi necessario vestire i panni di Indiana Jones e scavare nelle tombe egizie per scovare i semi del grano Khorasan: bastava andare al mercato, come probabilmente è successo. L’ipotesi più accreditata è che il Kamut sia una selezione relativamente moderna del grano orientale, e neppure la Kamut International spinge o diffonde più la storia del ritrovamento nella tomba, anche perché ormai non ce n’è più bisogno, data la popolarità ormai raggiunta da questo cereale.

La sua classificazione botanica precisa, così come la sua origine, è tuttora oggetto di dibattito, e studiosi diversi lo classificano e lo chiamano in modi diversi. Ciò è abbastanza comune nel caso del grano, poiché spesso specie differenti possono occasionalmente incrociarsi tra loro o scambiarsi materiale genetico, generando nuove specie o varianti delle originali, che a loro volta si possono incrociare, dando luogo a una rete intricata di rapporti di parentela. Ci sono scienziati che hanno dedicato la loro vita scientifica alla ricostruzione dell’albero genealogico del grano e, sebbene con le moderne analisi del dna si siano fatti enormi passi avanti, il quadro non è ancora del tutto chiaro.[vi] In ogni caso è comunque un parente geneticamente stretto del grano duro.

Uno studio dell’Università di Teramo e dell’Istituto sperimentale dei cereali ha dimostrato che le rese produttive del Khorasan sono tipicamente più basse e hanno una scarsa capacità di adattamento ai cambiamenti ambientali rispetto ad altre tipologie di grano.[vii] In generale, a confronto con le moderne varietà, le caratteristiche agronomichedei grani antichi paiono inferiori essendo scarsamente resistenti a varie malattie e funghi, aspetti molto importanti per l’agricoltore. D’altra parte questi grani sembrano più adatti a essere coltivati in zone dove piove poco e l’irrigazione è scarsa. Una caratteristica peculiare dei chicchi di Kamut è che sono molto grossi, anche il doppio dei normali chicchi di grano, con un buon contenuto di glutine e di proteine. In generale le sue caratteristiche nutrizionali non sono molto diverse da molte varietà di grano duro, ma il sapore è diverso: come ho detto, i miei figli preferiscono nettamente i grissini di Kamut a quelli di frumento normale della stessa azienda.

Un marchio registrato

Il mondo dell’alimentazione è pieno di marchi aziendali, per cui non c’è nulla da stupirsi. La cosa più unica che rara in questo caso è che un’abile strategia di marketing ha indotto il grande pubblico ad associare il nome Kamut al grano Khosaran, e poiché il nome è un marchio registrato, nessuno lo può usare se non alle condizioni della Kamut International. Qualsiasi agricoltore, anche in Italia, può seminare il grano Khorasan, ma non lo può chiamare Kamut. Il valore commerciale del suo raccolto finisce così per essere talmente basso da non ripagare gli svantaggi della coltivazione, tra cui principalmente le basse rese.

Nel 1990 Bob Quinn ha chiesto e ottenuto la protezione di quella varietà vegetale registrandola all’USDA (il ministero dell’Agricoltura statunitense) con il nome ufficiale di QK-77.[viii] A tutti gli effetti ne è diventato il «proprietario», perché un «certificato di protezione» è una specie di brevetto e conferisce a chi lo detiene quasi gli stessi diritti di proprietà intellettuale. In particolare, una volta diventata «proprietaria» della varietàQK-77, la Kamut International era l’unica titolata a commercializzarla. Se un agricoltore avesse voluto seminare quei semi e vendere il prodotto, non avrebbe potuto farlo senza l’autorizzazione della società e il relativo pagamento delle royalties.

Solo le aziende autorizzate possono acquistare, commercializzare e macinare questo cereale. La produzione del Kamut è regolata in modo molto rigoroso e sotto lo stretto controllo dalla Kamut International: deve avvenire in modo biologico certificato e rispettare una serie di norme.[ix] È coltivato quasi esclusivamente nel Montana e negli stati canadesi dell’Alberta e del Saskatchewan. La Kamut International afferma che sono stati fatti tentativi sperimentali di coltivazione del grano orientale in Europa (e anche in Italia), ma con poco successo sino a ora.[x]

Gli agricoltori che coltivano il Kamut sono scelti in base alle esigenze del mercato dalla Kamut International, che vende loro i semi e rileva il raccolto a un prezzo prestabilito, solitamente superiore a quello del grano duro, in modo da garantire sicurezza e stabilità di prezzi ai produttori. La società sostiene di mantenere il controllo dei semi solo per esigenze di qualità, poiché li vende agli agricoltori allo stesso prezzo che ha pagato loro per il raccolto l’anno precedente.

Ancora una volta non c’è nulla di strano: nonostante sia un fatto poco noto al grande pubblico, è da tempo che i vegetali si brevettano o si registrano, almeno nei paesi occidentali, il che conferisce al titolare una serie di diritti esclusivi per un periodo limitato, solitamente inferiore ai vent’anni. Ora la protezione del QK-77 è scaduta e la varietà è di pubblico dominio, un po’ come il riso Carnaroli, che ormai tutti possono coltivare. Ma associando quel tipo di grano a un marchio registrato, che non scade mai, Quinn si è garantito a tutti gli effetti un monopolio perenne. Chiunque può coltivare del grano orientale, basta che si rivolga a una delle banche dei semi presenti in varie parti del mondo. Il problema è che nessuno vuole comprare dei grissini di grano orientale. Tutti vogliono quelli di Kamut.

Dal 1992 la richiesta del mercato è in continua crescita, con incrementi annui spettacolari che superano il 70 per cento. Nel 2012 il Kamut è stato coltivato da circa 150 agricoltori su 25.000 ettari[xi]. La Kamut International vende il suo prodotto, oltre che negli Stati Uniti e in Canada, anche in Australia, in Giappone e soprattutto in Europa. Nel 2010 ne ha esportate 12.000 tonnellate. Tutto il Kamut spedito in Europa arriva in Belgio e viene commercializzato da un’unica società, la Ostara, che a sua volta lo rivende agli acquirenti autorizzati nelle varie nazioni.

È interessante notare come l’Italia sia il più grande mercato per il Kamut, con addirittura la metà delle vendite globali,[xii] seguita dalla Germania. Insomma, gli italiani lo adorano. Fin qui niente di strano: anche buona parte del grano duro che usiamo per produrre la nostra amata pasta proviene dall’estero, specialmente dagli Stati Uniti e dal Canada. La cosa che però stride un po’, almeno per me, è vedere il Kamut colonizzare tutti i negozi specializzati in cibi biologici ed ecosostenibili, naturali e a km 0. È vero che è coltivato secondo i dettami dell’agricoltura biologica, ma per arrivare nel negozio di nicchia italiano quel cereale ha dovuto attraversare l’oceano!  Non è certo un prodotto «locale». Il cacao e il caffè presenti sugli scaffali arrivano anch’essi d’oltremare, spesso attraverso il circuito equo e solidale, ma si tratta di prodotti che non possono essere coltivati qui da noi, a differenza del grano. Per questo motivo negli ultimi tempi il Kamut è finito nel mirino proprio di quelle associazioni che hanno una visione etica molto rigorosa del cibo e della sua produzione e sostenibilità, e che sono sempre più critiche nei confronti di questo marchio. Che invece è sbarcato in grande stile nella grande distribuzione organizzata e nei prodotti di largo consumo. Nel mio supermercato un pacco di farina di Kamut costa 4,39 euro, più del quadruplo del suo equivalente di grano duro.

Il resto lo trovate nel libro 

A presto

Dario Bressanini

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Note Bibliografiche

[i] Si veda il sito della Kamut International  http://www.kamut.com/en/history.html).

[ii] R. M. Quinn, Kamut®, ancient grain, new cereal http://www.hort.purdue.edu/newcrop/proce…).

[iii] D. M. Dixon, A note on cereals in ancient Egypt, in P. J. Ucko, G. W. Dimbleby (a cura di), The domestication and exploitation of plants and animals, Transactions Publishers, New Brunswick, 2008, pp. 131-42.

[iv] Anche il frumento duro si usa in pasticceria e in panificazione, ma meno frequentemente. Ad esempio il pane di Altamura è preparato con il grano duro.

[v] J. Percival, The wheat plant, Duckworth, London 1921.

[vi] Dopo una prima classificazione che identificava il Kamut come la sottospeciepolonicum del Triticum turgidum, la maggior parte degli studiosi ora lo identifica come la sottospecie turanicum. Tuttavia un’analisi del dna pubblicata nel 2006 suggerisce che il Khorasan possa forse essere un ibrido originato nel vicino Oriente tra il Triticum polonicum e il Triticum durum, il comune grano duro.

[vii] F. Stagnari, P. Codianni, M. Pisante, Agronomic and kernel quality of ancient wheats grown in central and Southern Italy, «Cereal Research Communications», n. 36, 2008, pp. 313-26.

[viii] Certificato di protezione di varietà vegetale numero 8900108  http://wheat.pw.usda.gov/ggpages/gopher/…).

[ix] Il prodotto deve avere un quantitativo minimo di selenio e di proteine. Anche l’utilizzo ha una serie di regole molto rigide: per esempio, non è possibile fregiarsi del marchio Kamut per una pasta che lo contenga in miscela con il grano duro. Per il pane invece la percentuale di frumento non deve superare il 50 per cento e deve essere segnalata in etichetta.

[x] http://web.archive.org/web/2006032410554….

[xi] Comunicazione privata all’autore della Kamut International.

[xii] http://www.kamut.com/press/Press-Release…