Food and beverages have always been strongly incorporated into our lives: they define our cultures and lifestyles. For people all around the world, eating is so much more than just a basic necessity. It is a moment to socialize, settle down and forget the daily issues. When we take a look at the global restaurant industry in 2017, we can conclude that global revenues have reached the astronomical amount of $2 trillion dollars! During the culinary festival Taste of Amsterdam, we are in the front row with regards to the trends in the food & beverage industry.
Food and beverages industry it’s one of the most powerful in economic terms. What’s the actual situation and the consumer tendencies?
What we see during Taste of Amsterdam is that the taste buds of consumers have become much more international; because of our globalizing world and lower cost of travelling, consumers get in touch with new and exotic products and dishes. The consumer expects these products back home as well, from restaurants and supermarkets. This is why more chefs spend a considerable amount of time on travelling, and supermarkets are currently increasing their international assortments. This trend also motivates us to offer a wide variety of foods and beverages during Taste of Amsterdam.
Taste of Amsterdam 2017 it’s very close, what are the novelties for all those who are attending?
Every year we challenge ourselves to present the newest products, delicacies and restaurants during Taste of Amsterdam. We do not want to reveal too much, but we can confirm that this years´ edition is the most diverse we have done so far! Once again we will be hosting the best restaurants in Amsterdam and we will welcome our nations´ best chefs for master classes. You simply cannot miss out on all these great foods and drinks!
Could you highlight some of your workshops or master classes for this edition?
Taste of Amsterdam is more than just a food festival where you can try out the best foods and drinks. We have different and interesting activities. For example, you can bake your heart out at our state-of-the-art AEG Baking Lab.
Our Tasteology feature invites visitors around a chefs´ kitchen to taste and experience the most delicious bites prepared by the best chefs. Besides these great activities, Ketel One will offer Bloody Mary cocktail workshops. We will be hosting the best restaurants in Amsterdam who will present their newest dishes.
Three-star Michelin chef Jonnie Boer will be present, as well as the national master of BBQ chef Julius Jaspers. Every year we also organize Taste of Kids, a small version of Taste of Amsterdam, so our youngest chefs can show what they can do and have a great time!
What are the essential elements to have success and visibility in a show like this one?
It all starts with having a great passion for food & beverages! Our work does not simply consist of organizing a festival; every day we are on a quest to find the best restaurants and the newest products. Fuelled by our shared passion, we strive to attract an audience with that same passion for food & beverages.
Also, Taste of Amsterdam is part of the worldwide group of Taste Festivals: this gives us a lot of exposure and the festivals have been successful for years. This year we will organize the 9th edition of Taste of Amsterdam, which only confirms that our festival is loved by a large audience.
In your opinion, what’s the contribution of Taste of Amsterdam to the food’s industry and the city of Amsterdam?
We offer a great platform for the newest products, delicacies and restaurants, so they can present themselves to a curious and food-loving audience. We connect potential consumers with new brands and products while being in a cosy and laid-back atmosphere. We strive to put the city of Amsterdam on the international culinary map with Taste of Amsterdam. Also, we simply give a taste of the city, which will, in the end, benefit local restaurants, delicacy stores and producers.
Has the show any space for vegan or vegetarian food? How are these trends developing?
Definitely! We take every dietary requirement into consideration during Taste of Amsterdam and therefore we strive to offer a wide variety of dietary-friendly dishes. For example, last year we hosted a restaurant completely focused on vegetarian food. We are continuously on top of trends in the dietary food segment and our restaurants concentrate on reflecting these trends in their bites and dishes. Ultimately, going vegan in the culinary world is more popular than ever: this is proven by the rise of poke bowls, seaweed or fermented vegetables.
What makes you different from other similar shows dedicated to food, beverages & tasting?
Taste of Amsterdam really provides unique culinary experiences via the interactive features such as AEG Baking Lab, Tasteology and The Mystery Box Challenge. Above that, all food and drinks offered are top-notch as we are hosting the best chefs of The Netherlands, and even our smallest chefs can show off their cooking skills during Taste of Kids. Taste of Amsterdam should be on every foodies´ agenda!
Lastly, could you give us some participation results from the last edition?
During last years´ edition, we welcomed over 28.000 visitors in four days. On average, visitors stay 4,5 hours at the festival and spend around €50 per person. This year we strive to welcome over 30.000 visitors, of which most will be between 25-54 age range. Our visitors have a large interest in cooking and are very curious about ongoing food and beverage trends. Last year was a great success, but we are certain that Taste of Amsterdam 2017 will be even more mouthwatering!
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