We had the distinct pleasure of speaking with Juan José Thuemme, the Global Flavorist at Etadar By Deiman. With close to five decades of experience, Juan has dedicated his career to developing authentic and innovative flavors, especially those that reflect the culinary richness of Mexico. In this inspiring interview, he takes us through his professional journey, key successes, the obstacles he overcomes, and his thoughts on technology and the evolving landscape of the flavor industry.
A Flavorist’s Journey Rooted in Passion
We began by asking, “Can you tell us about your professional journey and what led you to your current role?”
Juan told us, “My journey as a Global Flavorist spans 48 years, and throughout that time, I’ve immersed myself in creating nature-identical flavors and developing advanced flavor systems. When I joined Etadar By Deiman, I was driven by the goal of innovation — introducing new chemical elements and working on plant-based flavor solutions. A key milestone was establishing the ‘Native Flavors’ school, where we train people from Mexico, Spain, and around the world in the art and science of authentic Mexican flavors.”
Celebrating Success in Flavor Creation
We wanted to hear about his proudest accomplishments and asked, “What has been your business’s biggest achievement to date?”
He shared enthusiastically, “One of my most rewarding achievements has been designing sugar modulation systems that effectively replace traditional sugar while maintaining taste integrity. We’ve also brought native Mexican flavors to the forefront, such as zapote, which embodies a unique and culturally significant flavor profile for Mexico.”
Tackling Obstacles with Persistence and Ingenuity
Understanding that challenges are part of every professional journey, we asked, “What have been some of the most significant hurdles you’ve encountered in your business, and how did you address them?”
Juan reflected, “The challenges I’ve faced include the scarcity of new molecular technologies for flavor development and the complexities in trade relations between Mexico and the United States. In addition, the need to find alternatives for imported materials has required relentless effort. By dedicating time to developing replacement formulas and experimenting tirelessly, I’ve been able to successfully match and even enhance those flavor profiles.”
A Piece of Advice That Left a Mark
Curious to know what advice guided him, we asked, “What is an excellent piece of business advice you have ever received?”
He replied, “The best advice I ever received involved working with vanilla beans from Papantla, Veracruz. I was shown how the natural reaction of vanillin could be amplified using oak extracts, resulting in a richer, more authentic vanilla profile. This became a pivotal lesson in creating a distinctive Mexican vanilla extract that’s recognized in the industry.”
A Leadership Style Focused on Mentorship and Creativity
To better understand his leadership perspective, we asked, “How would you describe your leadership style?”
Juan shared, “My leadership style revolves around introducing innovative ideas inspired by global technologies and ensuring that my team is well-trained. I place great importance on mentoring my assistants and collaborators, showing them the process and outcomes firsthand so they can carry the torch forward.”
The Role of Technology and AI in Shaping the Industry
We also asked, “What role do you see Artificial Intelligence or technology playing in this industry?”
Juan responded, “I’ve witnessed how some of the largest flavor companies are integrating Artificial Intelligence to design robots capable of gathering and analyzing confidential data for flavor production. This technological advancement allows for the development of highly precise and complex flavor solutions.”
Looking Ahead to a Plant-Based Future
Finally, we asked, “How do you envision the future of your industry?”
Juan shared his vision, “The future of the flavor industry will revolve around responding to rising food costs and consumer demand for plant-based alternatives. We will need to create substitutes for dairy, cheese, meat, chicken, shrimp, and fish that are not only sustainable but also taste exceptional.”
Follow Juan José Thuemme on LinkedIn.
Find Etadar By Deiman on LinkedIn and visit their website http://www.etadar.com.mx.
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