Pioneering Flavor Innovation: A Conversation with Juan José Thuemme of Etadar By Deiman
We recently had the privilege of interviewing Juan José Thuemme, the Global Flavorist at Etadar By Deiman. With nearly five decades of hands-on experience, Juan has dedicated his life to crafting flavors from scratch, with a special focus on preserving and innovating authentic Mexican tastes that are becoming increasingly rare. In this enlightening exchange, Juan reflects on his professional evolution, industry challenges, notable milestones, and the growing role of technology in shaping the future of food.
A Lifelong Commitment to Flavor Creation
We began our conversation by asking, “Can you tell us about your professional journey and what led you to your current role?”
Juan José Thuemme shared with us, “As a Global Flavorist with 48 years of dedicated experience in flavor creation, I have always been focused on developing both nature-identical flavors and advanced systems that integrate innovative chemical components. My journey with Etadar By Deiman began with this mission — to innovate and advance flavor science. I also played a role in establishing the ‘Native Flavors’ school, designed to teach people across Mexico, Spain, and internationally about the complexity and beauty of traditional Mexican flavors.”
Proud Accomplishments in Flavor Development
We wanted to know what he considered his most significant accomplishment, so we asked, “What has been your business’s biggest achievement to date?”
He told us, “One of the most notable achievements in my career has been the successful development of sugar alternatives and modulators. We’ve made significant progress in adjusting sugar profiles while also introducing native Mexican flavors like zapote — a fruit that holds a special place in Mexico’s flavor heritage.”
Overcoming Industry Challenges Through Innovation
Challenges are inevitable in any business, so 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 answered thoughtfully, “Among the most critical hurdles I’ve faced are limitations in the availability of new flavor molecules and the constraints caused by international trade relations between Mexico and the USA. Additionally, replacing imported raw materials has been an immense challenge. However, through persistent effort and careful experimentation, I’ve been able to recreate these flavor profiles using locally available ingredients and creative techniques.”
Valuable Business Wisdom That Shaped His Career
We asked Juan, “What is an excellent piece of business advice you have ever received?”
Juan José Thuemme replied, “One piece of advice that truly stayed with me was related to working with vanilla beans sourced from Papantla, Veracruz. I was taught how to enhance the natural vanillin reaction with oak extracts, resulting in a more pronounced vanilla character. This insight was instrumental in developing a distinct Mexican vanilla extract that is now widely used across the industry.”
Leadership Rooted in Training and Innovation
To learn more about his leadership approach, we asked, “How would you describe your leadership style?”
Juan José Thuemme explained, “My leadership style is centered around innovation and knowledge-sharing. I focus on developing new ideas inspired by global advancements and work diligently to train my assistants and collaborators, ensuring they understand and can replicate the successful outcomes we achieve together.”
The Impact of Technology and AI on Flavor Science
We then asked, “What role do you see Artificial Intelligence or technology playing in this industry?”
Juan responded, “I’ve observed large corporations using Artificial Intelligence to create highly confidential robotic systems that collect and process data for flavor production. This approach allows for a more precise and efficient formulation of complex flavors, which I believe will become increasingly standard in the industry.”
A Vision for the Future of Flavor Innovation
Finally, we asked, “How do you envision the future of your industry?”
Juan José Thuemme shared his foresight, “I believe that with rising food prices, the industry will increasingly turn toward plant-based alternatives. We will need to create innovative substitutes for dairy, cheese, meat, chicken, shrimp, and fish, ensuring that these replacements not only meet nutritional standards but also deliver exceptional flavor experiences.”
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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