The food industry is ripe for a new type of employee: the food designer. This ‘product manager for new products’ forms a bridge between all the steps on the path from trend to new product. In August, HAS will launch the Food Design course to prepare the first group of students for their career in the food sector.

Food Design is a four-year daytime course. Frans Schure, lecturer at the HAS and project leader of the new course, explains: “The HAS maintains regular contacts with the food industry. Food Technology students often gain work experience in the R&D departments of food companies.”

“During these contacts we identified a demand for an employee with a specific role in the process that results in a new product. There is a gap between the marketing and development sides of the business. For example, marketing might call for ‘healthy’ food and development goes in whatever direction it pleases. Whether they find a new product or not is often a matter of chance.”

Food concept
“The task of the food designer is to bridge the gap between these two disciplines. He must develop a clear food concept, incorporating aspects such as consumer profile, trend, colour, fragrance, packaging, presentation and taste. He must monitor the whole development path to ensure that the concept remains intact.”

“The food designer must be able to talk with all the involved parties on equal terms. The course therefore covers marketing, trend analysis, food styling, knowledge of commodities, cooking, packaging technology and project management.”

Guest lecturers
“Besides our own lecturers, we have guest lecturers such as TV cook Pierre Wind and food designer Katja Gruijters. Students carry out lots of practical work and spend part of the course on national or international work experience placements. Cosun Food Technology Centre would be an excellent host company for such placements. In the fourth year the students have to develop a food concept totally independently and carry it through to the creation of a new product.”

“We have sounded out the food industry about our course and the reactions are enthusiastic. In four years, the first graduates will enter the job market. In the meantime we are considering introducing evening and part-time courses, for example for food technologists who want to broaden their field of work.”

“At the moment we have 14 applicants. The selection criteria are very strict. Besides food-related qualifications gained at the general or vocational secondary level, we select students on the basis of self-reliance, creativity and demonstrable interest in the subject of food. A test project is also part of the selection procedure.”