FOOD CULTURE Part of countries cultural identity

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• FOOD CULTURE Part of countries cultural
  identity

New Delhi, 28th July 2009
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DEFINITION OF FOOD CULTURE

• What do our attitude to food tell us about
  ourselves and our society?
• Why are there so many food diets across the
  globe?
• Why do we use our hands / fork knives /
  chopsticks to eat?
• Why do we take 2, 3, 5 meals a day?
• gt Food culture is the set of rules that
  naturally regulates the consumers relationship
  to food.

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FACTORS DETERMININGFOOD CULTURE

• Geography and climate
• Human natural resources
• Culture / lifestyle
• Economic conditions
• Techniques / Know how / Recipes
• Religion, customs habits

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WHY IS FOOD CULTURE IMPORTANT?

• Willingness to share make others aware,
  discover, respect differences, restore the
  culinary proudness people tend to forgot in our
  fast paced world.
• Have ones food culture recognized as part of a
  broader cultural identity
• Gastronomy is part of the cultural heritage a
  common asset, an identity mark to cherish. Pass
  on food custom know how,
• Authentic cultural / travel experience through
  which foreigners can approach the culture of a
  given country gt taste a society.

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THE FRENCH FOOD CULTUREPerception

• French products have the same attributes as
  France as a country
• The Old World
• Frogs, etc
• The stereotype of Beret, baguette Wine
• Its food products are linked to the identity of
  France and its influence on the international
  scene.
• Sophisticated French dining often found abroad
  give the mistaken impression that French food is
  upscale and too complicated.

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THE FRENCH FOOD CULTURECharacteristics (1/2)

• Importance of the choice of products to express
  knowledge, by curiosity, to please a guest, for
  health / safety
• Weight given to Wine Decreasing with
  transmission wine knowledge and drink aware.
• Time allocated to meals Length, content
  frequency have changed but it remains key to
  social education and conviviality.
• Hedonistic approach to food. More than a basic
  need, recognition of pleasure to eat One eat,
  drink, share emotions and dialog.

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THE FRENCH FOOD CULTURECharacteristics (2/2)

• Subject to ambivalence Meals range from very
  basic to highly elaborate.
• French Cuisine is fairly simple, relying on high
  quality fresh ingredients and caring preparation.
  High end products are only for special occasions.
• Famous French dishes are regional but popular
  throughout France. Each region has its style of
  cooking and choice of ingredient (e.g. Provence
  with olives oil tomatoes).
• Preference for local ingredients influences
  regional cuisine.

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THE FRENCH FOOD CULTUREFrench Paradox

• Balanced meals
• Low incidence of heart disease despite a diet
  relatively reach in saturated fats.
• Powerful combination of Cheese (Calcium), Bread
  (Fiber rich) and Wine (Positive effect on
  cholesterol).
• Regular meals at pre-set timings
• Diversity at every meal through smaller portions,
  divided among courses.

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THE INDIAN FOOD CULTURE

• One of the most popular cuisine in the world
• Aromatic cuisine rich in spices Indians are
  exposed to more combinations of flavours and
  seasonings than perhaps anyone else in the world
• Benefit from various influences acquired through
  time and history.
• Diversity of regional dishes given the enormous
  classification of groups with their own unique
  cuisine across the country
• Freshness and diversity of ingredients (Spices,
  Rice, Bread, Dhal, fresh vegetables fruits).
• Variety of preparation and techniques (many
  dishes require an entire day of preparation).
• Various food preferences as markers of social and
  religious identity (e.g. Vegetarianism).

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FRENCH INDIAN FOOD CULTURESExample of links
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FRANCE - INDIA SOLUTIONS TO BE FOUND TOGETHER

• What will food be like in 100 years?
• Molecular or terroir?
• Fusion or traditional?
• Organic or GMO?
• Fast or Slow Food?
• Main issues are facing food cultures
• Urbanization breaks the link to the soil and
  products
• Evolving lifestyles and globalization
• It is urgent to emphasize food / taste education.
• Find adapted communication channel to explain
  tradition with modern and appealing messages.
• Open up to other food cultures, accept their
  influence / experience to build together without
  exclusion. A couple of leads could be
• Educate youngsters to taste and diversity
• Emphasize FB professionals know how
• Encourage consumers to explore / rediscover
  products
• Communicate on Identity, Diversity and Dialog
  with food culture stakeholders
• Raise awareness of the link between food and
  health

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Loïc DENNEULIN, Country DirectorCell 91 99 10
56 21 09Email loic.denneulin_at_sopexa.com

• THANK YOU
• BON APPETIT!