We had the pleasure of interviewing Juan José Thuemme, Global Flavorist at Etadar By Deiman, whose expertise spans nearly 50 years. With a passion for reviving and innovating authentic Mexican flavors, Juan shared valuable insights into his professional path, key accomplishments, the challenges he’s faced, the evolving role of technology, and what lies ahead for the food industry.
A Flavorist’s Journey
We began by asking, “Can you tell us about your professional journey and what led you to your current role?”
Juan responded, “I have been a Global Flavorist for around 48 years, dedicated to developing flavors from scratch. At Etadar By Deiman, I hold the position of Senior Creative Flavorist, focusing on crafting nature-identical flavors and flavor systems that push the boundaries of innovation. My work includes developing plant-based flavors and collaborating on new chemical formulations. A highlight of my career was establishing ‘Native Flavors,’ a flavor school that introduces professionals from Mexico, Spain, and around the world to the art of authentic Mexican flavors.”
Defining Success in the Flavor Industry
Next, we asked, “What has been your business’s biggest achievement to date?”
Juan proudly shared, “One of our most significant accomplishments has been the development of sugar replacement technologies through flavor modulation. We’ve created innovative solutions that reduce sugar content without losing taste. Another major achievement was recreating native Mexican flavors like zapote, which is deeply rooted in Mexican culture and cuisine.”
Navigating Complex Challenges
We were interested in learning about the difficulties he has encountered, so we asked, “What have been some of the most significant hurdles you’ve encountered in your business, and how did you address them?”
Juan explained, “The major challenge I’ve faced is the lack of cutting-edge flavor molecule technology, especially given the restrictions between Mexico and the United States. Limited access to certain raw materials forced me to find creative alternatives. I dedicated countless hours to developing local replacements that could deliver the same complex flavor profiles as imported ingredients.”
Timeless Wisdom for Success
We asked Juan to share the best business advice he’s received: “What is an excellent piece of business advice you have ever received?”
He responded, “The most valuable advice I received was about working with vanilla beans from Papantla, Veracruz. By understanding the natural vanillin reaction and enhancing it with oak extract, I was able to create a superior vanilla profile. This process became fundamental in developing a Mexican vanilla extract with a unique character that sets it apart in the global market.”
Inspiring Leadership Through Knowledge
To understand his leadership approach, we asked, “How would you describe your leadership style?”
Juan shared, “My leadership style revolves around innovation and teaching. I believe in using global technology to develop groundbreaking concepts and then passing that knowledge on to my team. I ensure that every assistant and collaborator is part of the creative process and that they can witness the results of our joint efforts.”
Technology as a Game Changer
We then asked, “What role do you see Artificial Intelligence or technology playing in this industry?”
Juan elaborated, “Artificial Intelligence is already impacting the industry by helping major corporations design robots that process vast datasets to create complex flavors. This technology will help maintain confidentiality and precision, enabling us to develop new flavor systems with greater efficiency and innovation.”
The Road Ahead for Flavor Development
Finally, we asked, “How do you envision the future of your industry?”
Juan concluded, “The industry will continue evolving with the rising costs of food. The future will focus heavily on replacing traditional animal-based products with plant-based alternatives that still deliver on taste and texture. We’ll see plant-based dairy, cheese, meats, chicken, shrimp, and fish taking center stage as the industry meets global sustainability demands.”
Follow Juan José Thuemme on LinkedIn.
Find Etadar By Deiman on LinkedIn and visit their website http://www.etadar.com.mx.
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