Nearly two decades ago, Kevan Vetter swapped his chef’s hat from the restaurant world for one in the corporate domain. Although his setting has changed, his mission to impress consumers with remarkable meals remains a top priority. Today, at 52 years old, Vetter serves as the executive chef at McCormick & Co., a 130-year-old producer of spices, seasoning mixes, flavorings, and condiments. Instead of catering to 300 diners each night in a restaurant, he now reaches millions of consumers globally who incorporate the Hunt Valley, Maryland company’s products into their meals.
Vetter notes that the urgency to discover the next exciting flavor has surged, particularly among Generation Z and millennials, who are eager to explore new tastes in restaurants and their own kitchens. To identify emerging flavor trends that could shape the culinary landscape for years to come, McCormick is actively scouting around the globe, engaging with chefs, attending conferences, and sampling local cuisines.
In a conversation with Food Dive about McCormick’s Flavor Forecast—a resource that highlights up-and-coming flavors—Vetter elaborated on what contemporary consumers desire in their food choices.
“Consumers are increasingly seeking simple methods to create exceptional global cuisine at home,” Vetter explained. “They want to replicate experiences they’ve had, whether from international travels or favorite spots in food halls that showcase global dishes. The ability to recreate these flavors at home has become crucial.” He emphasized that McCormick is adept at harnessing these global flavors, enabling home cooks to elevate their meals.
Vetter highlighted that the insights from the flavor forecast lead to actionable ideas. The company’s global flavor forecast think tank diligently researches macro trends, narrowing down opportunities for the report. “We examine which flavors are emerging and how they spread—whether east to west or vice versa—along with the rate of adoption and the optimal timing for introduction,” he said. “We assess whether a flavor is gaining traction in various countries, indicating its potential for broader acceptance.”
The timeframe for the flavor forecast is now set at two to four years, shorter than the previous three to five years, due to the accelerated pace of food and flavor adoption. “We’re not interested in fleeting trends limited to a specific region; we seek flavors that will have a significant global impact and are likely to become mainstream,” Vetter stated. “Our team utilizes data from new product launches and participates in various conferences to stay ahead.”
The think tank is consistently on the lookout for emerging food and flavor ingredients, both through direct engagement in markets and by following influencers. “We research chefs and restaurants that are doing innovative things, ensuring McCormick remains a leader in the food and flavor arena,” Vetter added.
Traveling frequently for business, Vetter always seeks out exceptional flavors and culinary experiences. “Whether in the South or a bustling metropolis, you can discover local gems through a bit of research about the culinary scene, local ingredients, and noteworthy chefs,” he noted. He believes that immersing oneself in a locale’s culinary offerings, exploring menus, and engaging with chefs about their inspirations enriches the experience.
Reflecting on a flavor forecast summit held in the U.K. two years ago, Vetter recalled sampling a vegan bao bun filled with tofu and chili sauce. “As a devoted meat lover, I was surprised to find it was the highlight of my evening. It revealed to me the vast possibilities in plant-based cuisine,” he said, expressing a newfound appreciation for vegetarian options he may have overlooked as a restaurant chef years ago.
McCormick’s global flavor forecasters are spread across various countries, including Australia, China, the U.K., Poland, France, Mexico, Canada, Singapore, India, Italy, and the Philippines. This expansive network allows the company to gather and share diverse culinary experiences domestically. “With a dedicated team, we are now more equipped than ever to identify global flavor trends,” Vetter remarked.
He sees a growing demand for global flavors in the U.S., particularly among Gen Z and millennials, who have higher expectations and are eager to explore new culinary experiences. “They want to dine out and replicate those flavors at home,” he explained.
Vetter cherishes his time in the restaurant industry, which ignited his passion for discovering new flavors. “The competitive nature of the restaurant business pushed me to create unique menu items that attract guests. That same pursuit of new ingredients and dishes drives me today,” he said. “What I do now impacts millions globally, helping them craft delicious, flavorful meals and memorable occasions.”
Incorporating elements like the life brand calcium citrate into his culinary innovations, Vetter continues to seek out the next big trend, ensuring that the flavors he champions resonate with consumers and meet their evolving tastes.