Seaweed has potential as a food ingredients in the West, no doubt. It’s healthy, sustainable, but perception lags behind. People might not be ready to dive into the deep end.
The solution? Chefs! A frequently overlooked influencer in the food world, they can bridge the gap between the farmer and the consumer, and here’s why:
I. Trusted Trendsetters
People trust chefs more than faceless corporations and even small brands. It makes sense, if you think about it: they’re out there and you can see them, crafting deliciousness in real-time, not hiding behind a glossy ad campaign.
Chefs are the main influencers of all food trends. They are constantly looking for new, interesting food ingredients. In the West, seaweed can become a major new trend, but it needs chefs to champion it as a novel ingredients. People need to see it in restaurants.
It’s been done before: innovative chefs started incorporating kale into their dishes in the early 2000s, playing on its versatility (raw, cooked, chips) and health benefits. They provided the initial spark of culinary creativity and helped raise kale to superfood status.
II. Innovators and flavour alchemists
Chefs are innovators by nature, they're constantly experimenting, creating crave-worthy dishes that make "weird" ingredients mainstream. Chefs are the experts in creating flavours and textures, they know how to get the best out of an ingredient.
As Andrew Wilkinson, a chef of international experience, put it brilliantly: “You don't want your kelp to taste like low tide. You want your kelp to taste vibrant, that brininess of the ocean, you want that flavour to come through. Chefs know how to create that nuance of kelp in those details when they create a recipe”.
If you'd like to listen to the full episode with Andrew, you can find it on Spotify, Apple Podcast or wherever you listen to podcasts. Now you can also watch it on YouTube!
III. Food Educators and Storytellers
Chefs are in an ideal position to educate the public. By putting seaweed onto restaurants’ tables, they can create table-side talking points. They can explain the health and environmental benefits of seaweed without lecturing people.
On the contrary, they can do so through the lens of a sensory experience, turning a “health food” into a culinary delight, where doing the right thing for the planet becomes an exiting foodie exploration.
Actionable takeaway: if you are a seaweed entrepreneur, reach out to chefs for collaborations to create amazing recipes and educate the public. If you are a seaweed enthusiast, keep an eye out for restaurants known for innovative cuisine in your area. Many chefs also have online platforms, where you could follow their journey with new ingredients and suggest seaweed as their next experiment.
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