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The ‘Flavour Ambassadors’ is an EFFA  multimedia project launched in 2019 and aimed at sharing the passion and expertise of European flavour professionals. Through the project we aim to give the industry a “voice” and showcase its many facades and the blend of knowledge that is needed to create flavourings that ultimately enrich our food and drinks.

The community of Flavour Ambassadors is comprised of varied industry specialists who are passionate about their profession and volunteered to take part in this EFFA project. Our Flavour Ambassadors represent the different departments of variously sized companies from all over Europe and are of different cultures andbackgrounds. In each episode of the interviews, the ambassadors show the various aspects in the creating process, explain what their role in the flavour house is, what drives and challenges them, and how their expertise contributes to the flavour and food industry in Europe and globally. With professionals ranging from regulatory to sensory and marketing departments, each focuses on their own expertise and added value and together they showcase the complexity of the flavour industry processes.

In this interview, Senior Development Chef - Simon Bragg - Coulthard shares how flavours are developed to meet the demands of the customers and consumers alike.


Simon Bragg - Coulthard

Senior Development Chef