Last month, iTQi and Taste Expert and Food Archaeologist Alan Coxon was awarded the “Maitrise Escoffier Award”. Back then, we simply noted the fact by publishing a press-release on the relevant page of our site. We thought it interesting, therefore to look a bit further into this Award and explore its importance and its weight on a global perspective.


Here’s what we found out… The “Maîtrise Escoffier Award” is awarded every year by the Conseil Culinaire Français in Great Britain. Considered a key actor in british gastronomy and its relationships with continental Europe, the ACF was founded in the begining of the 20th century and regroups master chefs from all over the United Kingdom. Today, this leading chefs associations has maintained its mission to promote and sustain the standards of gastronomy.

The Association Culinaire Française in a society of master chefs, run by chefs for chefs. Throughout the year, an impressive number of events and happenings maintains this mission and ensures that Gastronomy keeps a central role in the public’s minds.


We would like, once again, to congratulate Alan for his achievement and wish him all the best for his gastronomical future.

Promoting great tasting Food and Drink, helping producers improve their products and increase their sales has always been the International Taste & Quality Institute’s key objectives. We consider it a success when one of our clients come back to us the following year with new products and tell us the award has had a positive effect on their sales.


You can understand that we were delighted when Ms. Shimoi, Subsection Chief at Matsuzawa’s (producer of the excellent Ringo Otome, three stars in 2009), development department wrote in one of her emails:


“iTQi優秀味覚賞を受賞させていただいてからというもの、おかげさまで工場は大忙しです。
特に三ツ星を頂いた「りんご乙女」は予想以上の販売量で、原料のりんごが切れてしまわないか毎日ハラハラしながら、
うれしい悲鳴を上げております。”


Which roughly translates into:


“Since our product’s quality has been recognised through the Superior Taste Award, organised by the International Taste & Quality Institute (iTQi), our plant has not stopped producing! Our sales of “Ringo Otome”, rewarded with three stars, have increased in an incredible way and we’re always a bit worried of not having enough apples, prime ingredient of our biscuit. But this fear does make us happy, so it’s not too bad… Not bad at all actually”.


And while we’re not surprised, considering the substantial research backing our concept, getting such feedback always makes us happy as it proves we are working on something that helps small and large producers equally in promoting their exceptional products!


It’s the kind of comments that, since first edition of the Superior Taste Awards, have kept us going. It is those comments that have maintained and increased our belief that our unique concept, combining a detailed Sensory Analysis and a clear, easy to communicate Marketing Tool, are effective in helping our clients meet consumer expectations and increase their bottom line.


More information on Matsuzawa Co., LTD: http://www.matsuzawa.gr.jp/iTQi.htm

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Did you know? The International Taste & Quality Institute (iTQi) is getting social. As from now, you can find us on Linked-In, Facebook and Twitter to make sure you’re up to date on the Institute’s latest activities and events!

Shan Foods (also on Facebook) is a major producer of Asian Recipes dishes. A large range of their products was awarded with the Superior Taste Award in 2010.


Here is a video they prepared to communicate the value of the Award to their customer base in Pakistan.


We hope you enjoy watching!

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Thank you for reading!


Don’t hesitate to leave a comment on this article using the button below! We’re always interested in knowing what you think!


You can also make sure you never miss a single post by registering our blog’s RSS feed in your favourite online RSS reader or email program.


Did you know? The International Taste & Quality Institute (iTQi) is getting social. As from now, you can find us on Linked-In, Facebook and Twitter to make sure you’re up to date on the Institute’s latest activities and events!