1997 Ad

Cologne, Germany -- Creative chefs, taking a more global approach to food preparation, are offering their customers preparations that cut across international borders and individual cultures.

Utilizing ingredients and recipes from around the world, these professional chefs are expanding the culinary horizons of their patrons as they prepare different and exciting dishes that largely had been restricted to their native countries or regions.

Several reasons account for that growth in culinary globalization, but the process clearly begins with chefs and their management colleagues. First-rate culinary schools now teach cultural and ethnic cooking that reaches far beyond the confines of any geographic region -- creating a sort of gastronomic internationalism. At the same time young chefs are taking the opportunity to seize upon more career opportunities outside of their own countries. And as their careers advance and they move to new positions in other locations, they take many of the recipes and ingredients to their new assignments and new locations.

Unquestionably, great chefs are in demand around the world. At the Anuga '97 Trade Fair here in Cologne, The Culinary Institute of America was invited to present American foods and other international dishes at the event's Gastro Food Forum. The CIA's reception was attended by a large contingent of the school's 35 graduates now working in the German restaurant industry.

Visiting international chefs also are becoming part of the educational agenda at many top culinary schools. For example, former executive chef Albert Kellner -- now food and beverage director of Brenner's Park-Hotel & Spa in Baden-Baden, Germany -- has lectured at Johnson & Wales in Providence, R.I. Furthermore, he has participated at Neiman Marcus department store's famous "Fortnight" event.

The increase in the number of globe-hopping kitchen professionals is helping hotels, restaurants and even department stores promote themselves to the public. For instance, executive chef Thomas Hollenstein, executive chef of the Hotel Baur Au Lac in Zurich Switzerland, said he was able to present many of the same dishes at the hotel's newest restaurant, Rive Gauche, that he prepared at his last post in Hong Kong -- which proved to be a merchandising windfall for the hotel.

Major trade shows and exhibitions also are bringing more international ideas and concepts to chefs and restaurateurs. The Anuga '97 Food Exhibition here in Cologne -- with 195,000 attendees from 150 countries -- has demonstrated its impressive international reach, while the National Restaurant Association show in Chicago continues to draw increasing numbers of foreign visitors. The International Symposium Day at the NRA Show this year attracted more than 150 international attendees a major outreach of the NRA show.

Furthermore, 18 countries sent representatives to MUFSO '97 in Los Angeles, while FS/TEC in Philadelphia drew attendees from 22 countries.

Distribution also plays an important role in the globalization of food. Distribution channels are becoming more efficient on a local and national freight has had a significant impact on bringing fresh foods to almost every part of the world. Fresh French oysters can be found in Switzerland -- only five hours after being harvested. Maine lobsters are now in Los Angeles within a day.

Food technology also continues to improve, allowing for many kinds of foods to be served anywhere in the world.

Tourism and business travel is helping to broaden consumer tastes. Hotels and restaurants are well aware of travelers' food smarts and often adapt menus to meet their preferences -- which include more and varied choices, healthful alternatives and traditional fare. Tom Kershaw, chairman of the National Restaurant Association, has kicked off a major initiative to promote international tourism to the United States, a measure restaurateurs should strongly support.

More sophisticated diners are helping to propel the trend toward the globalization of food. Better traveled, more adventurous and with a greater proportion of disposable income than their counterparts enjoyed in the past, these consumers are being educated to enjoy and to appreciate the foods of the world -- including Chinese, Thai, Mexican French or Italian. The new customer base will drive menu development well into the next century.

But for restaurateurs, the desire to globalize their menus will not be enough. The trend still will have to be coupled with sound business practices, a discipline of the traditional fundamentals of cooking and efficient, proper and friendly guest service. Without adhering to the classical procedures of food preparation and service, no amount of creative menuing will ensure success.

During the next few issues of Nation's Restaurant News, we will be profiling some leaders in operations and menu development in Europe. These are the pacesetters who not only preserve the traditional food preparation traditions but also bring new menu ideas and dishes to their clientele.

RELATED ARTICLE: Ketchum confab addresses trends, technology, challenges

Cologne, Germany -- Ketchum Public Relations Worldwide held a symposium and reception in conjunction with the Anuga Food Trade Fair here. The event was hosted by the Ketchum Munich Team, and invitees included representatives of the Ketchum Worldwide offices, food clients, press and other dignitaries.

The American delegation was headed by Jann Dickerson, senior vice president, Ketchum San Francisco, who was accompanied by several U.S. clients. Betsy Gullickson, partner,, director of Global Food and Nutrition of Ketchum San Francisco's office, presented the keynote address, "Food Marketing for a Small Planet." The speech and presentation offered a view of food and consumer trends and a look at the ways in which technology is changing global food marketing. The challenge of new communication vehicles, such as the Internet, also was discussed.

COPYRIGHT 1997 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2004 Gale Group