To What Extent Famous Chefs and Gastronomes Influence Ideas of Taste and Attitudes to Food - Essay Example

Lifestyle changes in most societies around the world have brought about a change in what and how people consume food. Eating out has become a necessity to keep pace with the changed pace of lifestyle. Maternal employment, changes in the family structure and increased time pressure are the factors responsible for this (Condrasky, 2006). According to Johnson et al., (2002) frequency of eating away from home has risen by more than two-thirds over the past decade. Food preparation traditionally was considered a low status activity (Bugge, 2003) but now there are professional courses awarding degrees to serve as a Chef or a Gourmet. Thus there has been a growing interest in culinary matters in recent years. People want to eat what appeals to the palate, what is good for heath and affordable. The Chefs and the gastronomes have brought about a revolution in the foodservice industry with their changed attitude towards food and cooking styles. The consumer is greatly influenced in the choice of food as well as over the attitude towards food and cooking. While gastronomy is the art of selecting, preparing, serving and enjoying fine food, one versed in gastronomy is a gastronome (Gastronomy, 2007). The homes of the European nobility gave rise to the role of Chef during the medieval period when the kitchens used to be large and there used to be many helpers to assist the nobility. A Chef means the chief of the kitchen, which is a contraction of the French phrase Chef de Cuisine and refers to one who has the overall responsibility to supervise the activities (Chefs, 2007). Their role has of late gained even more importance as they try to influence the taste of the consumers through various cooking shows, cook books, memoirs and product lines. The profession of chef is a matter of pride just as any other profession. It has increased to such an extent that one can find several titles like Executive Chef, Sous Chef, Chef de Partie, Chef de Cuisine. Lifestyle pressures have increased the tendency for the urban middle class to eat away from home. Added to this is the increase in the disposable income which has led to rise in eating at restaurants. Eating out is considered not only an opportunity to socialize but it also dispenses off the task of cooking and cleaning. Change in the taste buds urge consumers to try new items on the menu. Today food defines the people which can be understood from this statement, “Tell me what you eat and I will tell you who you are” (Bugge). Gourmet dishes are very popular with the urban people of higher socio-economic status. Food customs and social class are connected. The social class is further determined by the type of restaurants people visit. They would like to be identified by the class of the restaurant and in social circles they also discuss the chef’s preparations. People have become health conscious and look for low calorie food but having the right nutrients. Some restaurants have responded to this demand by offering healthy menu items ranging from low-fat tostados to full-course meals featuring seafood or chicken dishes that are low in sodium and fat but high in fiber and vitamins (Johnson et al., 2002). The chefs have a significant role to play as they continuously try to change the eating habits of the consumers. Chefs have nutrition expertise as they are trained in nutrition. The chefs have to constantly upgrade their skills because they do influence the consumers. The consumers are known to accept only if the food appeals to the senses, tastes good and looks exciting. This implies that food not only has to be nutritious and tasty but should also be presented well. Most of the cookbooks available in the market have been authored by the chefs or the gourmets or professionals in this field. These cookbooks do not carry recipes of everyday food but they introduce exciting new recipes based on fresh natural ingredients (Johnson et al). Even though it is a challenge to experiment in the kitchen, women do spend their time over it. The cookbooks are no more authored only by women but men have taken to this as a profession seriously. TV food programmes are a common feature which highlights the fact the chefs influence the food habits, attitude and style of cooking. The TV programs are nowadays a journey of culinary experience, says Bugge. Condrasky agrees that home cooking has been influenced by the chefs. The influence of the chef is evident in the media, at the supermarket and in food service operations. Chefs also influence by working in the community to share their experiences, knowledge, creativity and passion for food. Lacey (2004) goes a step further and says the celebrity chefs are brand in themselves. The television programs that they host not only demonstrate their cooking skills but they create a passion for food. There are products like cookware, utensils, cutlery, kitchen clothing and signature spices, which carry their name. The chefs own restaurants and their personal earnings run into millions. International Chefs Congress is held for the past 12 years which demonstrates the significance that chefs have in the food service industry (Bruno, 2007). Chefs from different nations converge under one roof and global cuisine has emerged. They discuss the techniques and tools and classic cuisine and cutting edge. The 2007 Congress focused on ingredients – conceptualization and cooking. Fifty percent of those who attend the Congress are executive chefs or owners. Success is not just about cooking good food but they all have a presence on the internet and their own cook books. As chefs spend more time developing food, fine dining is no more defined by nationality. According to Rimag (2000), the type of restaurant is more associated with the Chef’s style than a specific cuisine. Bruno further says that as consumers know more about food, they ask more about food. This is further challenging for the chefs who have to explain, sometimes re-think the day to day choices made in their kitchen. What the chefs do in their kitchens influences the industry trends and alters the way the consumers think and eat food. Chefs are also responsible for establishing portion sizes that are served in the restaurants. The other factors that have influence on the portion size include the presentation of food, food cost and the customer expectations. Portion size is important as it determines the energy intake and consumers have come to rely on the chefs for the appropriate quantity (Condrasky, Ledikwe, Flood & Rolls, 2007). The gourmet advices on what food goes with which wine because they know even though the wine does not ruin a meal but knowing how to make better choices can raise the level of gastronomic satisfaction from enjoyable to memorable (Kendall, 2006). The books advise that a saltier meal goes best with a wine with effervescence to cleanse the palate. The idea is to maximize customer satisfaction keeping in mind their health concerns. In their effort towards this objective the gourmets strive to mix the Old World and the New World cooking styles using the freshest of regional ingredients which results in a fusion of multi-ethnic flavors (Reed, 2002). There are attempts by the gourmets to serve each table with a different menu instead of traditional food stations or a set menu for the group. For the gastronomes, cooking is not just to make a living but to make a name as well (Orecklin & Locke, 2004). The fact that this profession is taken seriously is evident from the number of students enrolling for these courses. It further demonstrates the important of chefs and gourmets in influencing the choice of food attitudes and habits. Thus, there are various reasons that have led to increased eating out. The higher disposable income, the variety of food available, the display and presentation of food, and lifestyle changes have led to a surge in the foodservice industry. The chefs and gourmets have come a long way since their profession has been recognized. They not only take care of the nutrients essential for a healthy living but also advise on the portion to be eaten. Gourmets suggest what wine goes best with which food. They strive to give the ultimate in satisfaction in fine dining and make the experience a memorable one for the consumers. The annual Chefs Congress evidences their progress in the food industry and they use this platform not just to make a living. Their presence is felt on the internet, at televisions shows, cookbooks and they can always be found in the media. They could not have earned this fame and popularity had their influence not been significant in determining the food choices of the masses. The social class of the urban high profile segment is determined by where they eat and which chef they discuss. The restaurants are known by the celebrity chefs they have on their rolls. These chefs have even removed the national barriers and the restaurants are defined by the chef’s style than a particular cuisine. The influence of the chefs and gourmets in today’s food and cooking styles is very prominent and significant. References: Bruno, A., (2007), StarChefs.com International Chefs Congress 2007, 07 Dec 2007 Bugge, A. B., (2003), Cooking - as identity work, SIFO, NATIONAL INSTITUTE FOR CONSUMER RESEARCH, 07 Dec 2007 Chefs (2007), Chefs, 06 dec 2007 Condrasky, M., (2006), Cooking with a Chef, Journal of Extension, 06 Dec 2007 Condrasky, M., Ledikwe, J. H., Flood, J. E., & Rolls, B. J., (2007), Chefs’ Opinions of Restaurant Portion Sizes, Obesity 15:2086-2094 (2007) Gastronomy (2007), Gastronomy, 06 Dec 2007 Johnson et al., (2002), Chefs’ Perception of the Importance of Nutrition in Menu Planning, Pakistan Journal of Nutrition 1 (2): 85-88, 2002 Kendall, R., (2006), Matches Made in Epicurean Heaven, 06 Dec 2007 lacey, M., (2004), The Influence of a Celebrity Chef: A Rhetorical Analysis of the “Emeril Live,” A Television Cooking Show, 07 Dec 2007 Orecklin, M., & Locke, L. A., (2004), Food for thought: Culinary schools are drawing top talent straight out of high school in a nation hungry for fine dining, Time 163.20 (May 17, 2004): p.67. From British Council Journals Database. Reed (2002), Savor the flavor: excite your group's taste for Canada with our unique culinary treats and dining delights. From West Coast cuisine to Maritime sea bounty, enjoy innovative menus designed to indulge, Meetings & Conventions 37.6 (May 2002): From British Council Journals Database. Rimag (2000), Five industry leaders' views on the factors reshaping foodservice, 07 Dec 2007 Read More