In this captivating interview, we delve into the rich and aromatic world of flavor creation with a seasoned expert in the field. With a career spanning over five decades, Dr. JUAN JOSE THUEMME has traversed the globe, honing his craft and leaving an indelible mark on the flavor industry. From his humble beginnings as a professor at Monterrey Tech Institute to his current role as a global flavorist, his journey is a testament to the power of passion, innovation, and cultural understanding in the art of flavor development. As the founder of a company specializing in native Mexican flavors and cutting-edge taste solutions, he offers unique insights into the challenges and opportunities in this dynamic industry. Join us as we explore the intersection of science, creativity, and business in the fascinating realm of flavor creation.

Let us know about you, your study, your experience, and why you select this business?

I embarked on my professional journey as a professor at Monterrey Tech Institute back in 1969. My academic pursuits led me to obtain a master’s degree in both food processing and food engineering, laying a solid foundation for my future in the flavor industry. My initial foray into the world of flavors began as a junior flavorist at IFF Mexico. During this formative period, I immersed myself in studying Mexican flavors, with a particular focus on the intricate compositions of various chiles. This early experience ignited my passion for flavors and propelled me to start selling my own creations to Frito-Lay Mexico.

As my career progressed, I was fortunate to secure opportunities to work in New York, where I collaborated with numerous international flavorists for several years. This global exposure broadened my horizons and opened doors to even more international prospects. I took on roles as an international flavorist in Holland (Hilversum), then France, and subsequently Switzerland. Eventually, I returned to Latin America as an international flavorist, allowing me to blend my global expertise with my understanding of local palates. The pinnacle of my career came when I assumed the position of global flavorist at Etadar by Deiman, further expanding my influence in the worldwide flavor industry.

What about your company office? What kind of services do you offer?

At my company, we specialize in developing a diverse range of innovative and authentic flavors. Our core focus is on creating native flavors from Mexico, with particular emphasis on tropical fruits such as guava, mango, and dragon fruit (pitaya). We constantly explore new flavor trends to meet evolving market demands.

One of our key areas of expertise is the development of specialty culinary flavors, catering to the sophisticated needs of the food industry. We also offer competitor flavor matching services, helping our clients stay competitive while reducing costs. Additionally, we work on developing flavor blockers and plant-based flavor reactions, providing innovative solutions to challenges in the food and beverage industry.

Our services extend to creating new trendy flavors that capture emerging taste preferences. We also specialize in lowering production costs for our clients by developing more cost-effective flavor alternatives. Furthermore, we have the capability to create replacers for expensive chemicals, especially those that might be restricted due to their potential as drug precursors.

Who are your clients?

Our client base comprises a mix of major international corporations and smaller local companies. Among our notable international clients are industry giants like Coca-Cola and PepsiCo, leaders in the global beverage market. We also serve Gamesa, a prominent Mexican cookie company. On the local front, we cater to companies such as Mazapanes La Rosa and Conos de Puebla, supporting smaller yet significant players in the Mexican confectionery and snack food sectors.

What are the unique things that distinguish your company from other companies?

Our company stands out in several key ways. Firstly, we pride ourselves on the freedom to create new, trending flavors. This flexibility allows us to stay at the forefront of flavor innovation, constantly pushing the boundaries of taste experiences. We’re not just following trends; we’re often setting them.

Innovation is at the core of our business. We excel in creating custom solutions for our customers, often developing flavors that are entirely new to the market. This ability to innovate helps our clients differentiate their products in a crowded marketplace.

Another unique aspect of our company is our expertise in creating replacers for expensive or restricted chemicals. This is particularly valuable in today’s regulatory environment, where certain ingredients may be limited due to their potential use as drug precursors. Our ability to develop safe, cost-effective alternatives gives our clients a significant advantage.

Furthermore, our deep understanding of both local and international flavor preferences, gained through years of global experience, allows us to create flavors that appeal to diverse markets. This cross-cultural expertise is invaluable for companies looking to expand their product lines across different regions.

How can your business help other clients to grow, and what is the importance of events for clients and society?

Our business plays a crucial role in helping clients grow by enabling them to launch innovative and appealing products. For instance, we can assist in creating new flavors for ice creams, desserts, cakes, and beverages. These unique flavor profiles can give our clients’ products a competitive edge in the market, potentially increasing their market share and revenue.

Participation in events like exhibitions is vital for both our business and our clients. These events serve as platforms for showcasing our latest flavor innovations and connecting with potential clients. They provide an opportunity for other companies to discover our services and explore how our flavors could enhance their product lines.

Moreover, these events contribute significantly to the growth of the marketplace as a whole. They foster innovation by bringing together various players in the industry, from flavor houses to food and beverage manufacturers. This convergence of ideas and technologies often leads to new collaborations and advancements in the field.

For society, these events and the resulting innovations in flavors can lead to a more diverse and exciting food and beverage landscape. New flavors can introduce consumers to different taste experiences, potentially influencing culinary trends and eating habits. Additionally, our work in developing healthier alternatives or more sustainable flavor options can contribute to broader societal goals of improved nutrition and environmental responsibility.

In essence, our business not only helps individual clients grow but also plays a part in driving the evolution of the entire food and beverage industry, with positive ripple effects on society as a whole.