1. Tomorrow’s Table Gregor Rankin Food and Travel magazine 1

2. A food maven? A maven (also mavin) is a trusted expert in a particular field, who seeks to pass knowledge on to others. The word maven comes from the Hebrew, via Yiddish, and means one who understands, based on an accumulation of knowledge. Wikipedia (a source not to be trusted) 2

3. Do we eat to live? 3

4. Or live to eat? 4

5. What drives the choices? Who, and what, is driving the changes in what we eat? What are the influences that influence the opinion-formers? Why does it matter? 5

6. Key Influences Taste 6

7. Key Influences Taste Provenance 7

8. Key Influences Taste Provenance Authenticity 8

9. Key Influences Taste Provenance Authenticity Seasonality 9

10. Key Influences Taste Provenance Authenticity Seasonality Inspiration 10

11. Key Influences Taste Provenance Authenticity Seasonality Inspiration Experiences 11

12. Key Influences Taste Provenance Authenticity Seasonality Inspiration Experiences Value 12

13. How do we influence/guide this important audience? All recipes are seasonally driven Destination reports satisfy readers curiosity vicariously, as well as in practical terms should they wish to go there/cook the dish or buy the wine Features provide ‘inside information’ to pass on to their friends/families/colleagues 13

14. The Future Emerging nations - the BRICs, rather than the PIGS And who are they? The growing band of (upper) middle classes who have the benefit of choice And anyone who cares what they put in their mouth 14

15. What’s tickling our taste buds? Last year - it was pea shoots This year it’s foams, micro leaves and seeds (such as radish sprouts) 15

16. What’s tickling our taste buds? A couple of years ago it was blow torches for the perfect crème brule This year foraging has stepped out of the sandal brigade Premium and single estate chocolate continues to melt our heart 16

17. On the travel side? Travel - to India and SE Asia (Vietnam, Laos and Cambodia as well as old favourite Thailand) are influencing more people to cook curries from scratch 17

18. The chefs TV has created a new breed of stars And a new and interested audience - including younger men 18

19. Who else? Magazines like Food and Travel UK food magazines are at the forefront of food photography and recipe development Ignore them if you want to stay in the dark. 19

20. For more information Gregor.rankin@foodandtravel.com 20