The Recipe Challenge
Everything operates in cycles; the trick is knowing where we are in it - at the start, growth phase, peak, decline or the end game. When there are so many different cycles, with varying timespans, from hours to centuries, it takes concentration to notice them. Often, it's easier to see them looking back, which is of interest only to historians.
Forty years ago, as a young marketing director in a big (for the time) food company, we spotted the emerging trend to ready meals as more women moved into work, work patterns changed, and traditional mealtimes evaporated. So we decided to target the upper end of the market with high-quality offerings, including fresh, chilled pasta and sauces - a first at the time.
We engaged a well known Italian Chef and hit the development kitchens. The dishes he produced were just stunning; the only problem was, he didn't use recipes. His talent, experience and passion made them redundant, and he altered preparation and cooking according to the weather (tritit…
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