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Latino Foods: The Next Wave Culinary Trend Mapping Report
February 19, 2009
Do you remember what you were doing when you first heard what is now a very famous
factoid? Way back in 1992, Packaged Facts revealed a tantalizing bit of data: That year,
American shoppers would spend more on salsa than on ketchup. That offered a vivid
way of thinking about huge demographic shifts. For those of us in the business of
tantalizing taste buds, it embodied the revolution we’d been tracking. The boom in the
U.S. Latino population, combined with general demand for vibrant new foods and
flavors, was reaching the tipping point.
Those years of the early ‘90s saw the nation’s first mainstream wave of Latino foods:
salsa, chipotles, blue cornmeal, black beans. Since then, CCD’s Culinary Trend
Mapping Report has charted the movement of empanadas, ceviche, churrasco,
chimichurri, agua fresca and plantains, to name a few. But a new wave of ingredients,
flavors and cuisines from Latin America is surging through Miami and New York, LA and
San Francisco, bringing us flavors and ingredients from Oaxaca, the Yucatán and
Mexico City, from Peru and Brazil, and from Cuba and Puerto Rico.
With those drivers in mind, we found excitement at all five stages of the Trend Map®:
• Stage 1
• New Sources of Sabor: Meet three vivid new flavorings: the Mexican epazote,
Caribbean Seville (sour) oranges and Peruvian aji amarillo chiles.
• Sofrito: The Caribbean’s favorite simmer sauce is proving a zippy flavor base
with exciting regional variations.
• Stage 2
• Latin American Rotisserie Chicken: With authentic flavors and prime poultry and
seasonings, it’s not just for quick-serve anymore.
• Where are they now: Pupusas
• Stage 3
• Mexican Cheeses: With U.S. production ramping up, say goodbye to jack and
hello to Oaxaca.
• Tableside Guacamole: Like rotisserie chicken, guacamole has been reborn.
• Stage 4

2. • Soft Corn Tortilla Tacos: Street-style soft wraps are making us feel healthy and
traditional.
• Stage 5
• Mojito Flavor: The classic Cuban cocktail has morphed into a flavor profile with
broad applications.
• Where are they now? Aguas Frescas
In addition, we’ve coupled the Latin food stars profiled in this report with four compelling
macro trends shaping today’s marketplace and make suggestions for various
opportunities:
• Bold flavors
• Authenticity
• Healthfulness
• Convenience
With extensive profiles of each ingredient/food emerging within the five stages of the
trend map, this issue of the Culinary Trend Mapping Report provides you with the most
up-to-date, insider’s look at what’s hot and what’s not in the world of food. Top food
marketers rely on trend mapping to keep them on the pulse of what’s happening and
what’s about to happen as far as consumer tastes are concerned.
• • •The Culinary Trend Mapping Report is an indispensable tool for those whose job it is
to stay abreast of what's hot - or what will be - in the food world!
Using the Center for Culinary Development’s (CCD) signature Trend Mapping®
technique, a validated method identifying which culinary trends are “gaining traction”
and which are simply flashes in the pan, each report concentrates on a theme, or trend,
that is affecting the food industry, and then looks at the emerging and established
ingredients, cooking styles and products along the Trend Map that are driving this
theme.
Each report is a 75+ page journal packed with trends, data, strategies and insights on
the food industry that simply aren't available anywhere else.
Each Issue of the Culinary Trends Mapping Report
• Identifies the maturity level of foods and ingredients according to CCD’s unique,
proprietary 5-stage trend mapping process.
• Concentrates on a theme that is affecting the food industry, and then looks at the
emerging and established trends along the Trend Map that affect—or are
affected by—this theme.
• Delves into these trends and what they mean for you and the manufacturing,
retailing, and foodservice industries.
• Gives strategic insight into how consumers are thinking of and reacting to new
foods and ingredients.

3. • Provides business know-how regarding opportunities, challenges, and ways to
implement current trends into foodservice, retail, and packaged goods
operations.
• Presents a feature interview with a member chef from CCD’s exclusive 80+
member Chefs’ Council® that offers expert analysis and his or her perspective on
a specific trend.
Trend Mapping®
Trend Mapping® is guided by the premise that major food trends pass through five
distinct stages on their way to the mainstream:
• Stage 1: The ingredient, dish and/or cooking technique appears at upscale dining
establishments, ethnic and popular independent restaurants.
• Stage 2: The item is featured in specialty consumer-oriented food magazines,
such as Gourmet and Bon Appetit plus retail stores such as Sur La Table that
target culinary professionals and serious home cooks.
• Stage 3: The item begins to appear in mainstream chain restaurants --
Applebee's or Chili's --as well as retail stores such as Williams-Sonoma that
target recreational cooks.
• Stage 4: Publications such as Family Circle and Better Homes and Gardens pick
up the buzz.
• Stage 5: Finally, the trend makes its way to quick service restaurant menus and
is either starting to appear or is having increased presence on grocery store
shelves
Table of Contents
Executive Summary
Why Latino Foods: The Next Wave - Kimberly Egan
Executive Summary
Trend Summary
Stage 1 - New Sources of Sabor:
• Epazote
• Seville Oranges
• Aji Amarillo Chiles
- Sofrito
Stage 2 - Latin American Rotisserie Chicken
- Where Are They Now?: Pupusas
Stage 3 - Mexican Cheeses
- Tableside Guacamole
Stage 4 - Soft Corn Tortilla Tacos

4. Stage 5 - Mojito Flavor
Chef Speak: CCD Chefs’ Council® Voices
James Schenk: An edible revolution requires a strategy
Strategic Implications
Opportunities for next-wave Latino foods
Sources
Source List
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