We recently sat down with Juan José Thuemme, Global Flavorist at Etadar By Deiman. With close to five decades of expertise, he has dedicated his career to developing flavors from scratch, with a deep passion for protecting and evolving traditional Mexican tastes that are increasingly rare. In this enlightening discussion, Juan José Thuemme opens up about his professional milestones, challenges faced, how technology is shaping the industry, and what the future holds.
Tracing the Flavorist’s Path
We began by asking, “Can you tell us about your professional journey and what led you to your current role?”
Juan José Thuemme responded, “I am a Global Flavorist with around 48 years of hands-on experience in flavor development. Currently, I serve as Senior Creative Flavorist at Etadar By Deiman, where I focus on formulating nature-identical flavors and designing innovative flavor systems. My work extends to developing plant-based alternatives and creating new chemical combinations. One of my proudest accomplishments has been establishing the ‘Native Flavors’ school, which educates professionals in Mexico, Spain, and across the world about authentic Mexican flavors.”
Celebrating Key Successes
We followed up with, “What has been your business’s biggest achievement to date?”
Juan José Thuemme shared, “One of our standout achievements has been pioneering sugar replacement solutions through advanced flavor modulation. This work has allowed us to create healthier products without sacrificing taste. Additionally, bringing to life flavors like zapote — a fruit flavor that is quintessentially Mexican — has been incredibly rewarding.”
Turning Obstacles into Opportunities
We asked, “What have been some of the most significant hurdles you’ve encountered in your business, and how did you address them?”
Juan José Thuemme explained, “One of the greatest challenges has been the limited availability of new flavor molecules technology, compounded by restrictions between Mexico and the United States. Import barriers have forced us to innovate by substituting imported materials with local alternatives. This has required tremendous effort and dedication to achieve flavor profiles that meet global standards.”
Lessons That Last
Curious to learn what advice has guided him, we asked, “What is an excellent piece of business advice you have ever received?”
He replied, “The most valuable advice I received came from working with vanilla beans from Papantla, Veracruz. Understanding the natural transformation of vanillin, and enhancing it with oak extract, allowed me to develop a unique vanilla character that became the foundation for a truly authentic Mexican vanilla extract for the industry.”
A Leadership Style Rooted in Knowledge Sharing
We asked, “How would you describe your leadership style?”
Juan José Thuemme responded, “My leadership style is centered on creativity and mentorship. I focus on crafting innovative concepts using the latest global technology and ensuring that my team — from assistants to collaborators — is involved in learning and witnessing the tangible outcomes of our work.”
Technology’s Growing Role in Flavor Creation
We then asked, “What role do you see Artificial Intelligence or technology playing in this industry?”
Juan explained, “Artificial Intelligence is beginning to play a significant role in large-scale flavor development. I’ve seen how it can process vast amounts of data to help design robotic systems that can create flavors with precision and confidentiality, ultimately accelerating innovation in the industry.”
A Vision for a Plant-Based Future
Finally, we asked, “How do you envision the future of your industry?”
Juan José Thuemme concluded, “The future is moving toward more sustainable food production due to rising costs. I believe plant-based alternatives will become critical, with replacements for dairy, cheese, meat, chicken, shrimp, and fish taking a more prominent place in our diets — all while delivering on authentic flavor.”
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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