"How did they think of that?" The journey of vegetarian foods from idea to store shelves

Vegetarian Journal, March-April, 2004 by Keryl Cryer

After all, every company wants to ensure that such food items will work well for them financially. Seth said, "I think a lot of people underestimate the margins we need to develop and market a product. I know I was unrealistic about marketing at the beginning of Turtle Island." Before launching a product, he and his staff ask themselves, 'What will it take to produce and market this product? Can we sell it for a reasonable price? Will it be worth it?' If all of the answers are positive, the company takes its idea to the public.

They begin the consumer testing phase, when ordinary people taste the food and let the companies know what they think of it. for example, Kellogg's will try to find a cross-section of possible "healthier consumers" from around the United States, buyers from both coasts, the South, and the Midwest. Though some are vegetarians, many are not. They are just people who happen "to be receptive to buying vegetarian food," Craig said.

Likewise, Road's End gathers opinions about any new product before they introduce it to the market. "After coming up with recipes that we felt were tasty, healthy, and desirable, we did a few focus groups at a natural foods store and a gluten-free fundraising event," Matt said. "We received valuable feedback on taste, packaging, consumer demands, and more, and then felt comfortable moving for ward with our launch."

So, a company has developed the formula for the product, decided if it's feasible to manufacture it with a budget and with their facilities, and analyzed consumer feedback. Before the manufacturer introduces the new product, it must "fill the pipeline," as Craig calls it. This means the company has to produce enough of the item that they can meet retailers' initial demands and keep their shelves well stocked once sales begin. By the time the product actually makes its debut at your local market, it has been anywhere from six months to possibly as long as three years since the idea for it was first knocked around a lunch room or a board room.

Some Advice from Those Who've Been There

There are a few paths that you can take if you're interested in creating vegetarian foods, either as a hobby or as a career. The first would be to study culinary arts or to earn a degree in an area related to the development of foods.

"A lot of people who work in food product development are food science majors," Craig said. They have often taken courses like traditional chemistry classes, food chemistry, food microbiology, food processing, food sanitation, sensory classes, and business classes. Upon graduation, they usually work in food manufacturing facilities or with food safety. The most sought-after candidates for such positions are often 'technical' chefs, individuals with both a food science degree and a culinary background.

That doesn't mean that someone with the inclination and the talent should drop everything and enroll at the nearest culinary institute. Seth and Matt are both proof that kitchen gourmets from any background can find success in this area. These entrepreneurs did have some words of wisdom for those who are interested in following in their footsteps.