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Third Issue of Creating Crave Released
Creating Crave is a professional’s guide to understanding flavor. It takes an in-depth look at the foods that pair well with beef and those that do not. It takes the reader through the beef industry from pasture to plate.
Creating Crave was first published in 2002 and is now in its third printing. Each time the publication has been reprinted, new data is added to keep the information contained in it current and relevant. In the latest edition, the Beef Checkoff-funded Chemistry of Flavor study was added to it as well as a total revamp of how the data was formatted and presented.
Creating Crave also discusses the fifth taste – Umami – in great detail. The beef industry is seen as a leader in the discussion of this taste, which is described as savory or meaty. When pairing Umami rich foods with each other, a synergistic effect occurs. You get eight to ten times the amount of flavor from the combined foods as opposed to eating them alone. Think of thick, juicy steak topped with blue cheese butter as an example. Other Umami rich foods include aged cheeses, mushrooms, potatoes, tomatoes, red wine, fish sauce and soy sauce.
Knowing the benefits of Umami will provide the recipe developer the opportunity to create delicious meals. It is not so much the amount of ingredients that go into a recipe, but using the right ingredients to develop layers of flavors that work harmoniously together.
Several other topics are also covered, including the Mallard Reaction, named after the French scientist who discovered it. The reaction occurs when that juicy steak hits the grill or pan; amino acids and carbohydrates caramelize to add flavors to the beef that are not intrinsic to the beef itself. We often refer to this reaction as the color of flavor. The publication also discusses importance of grading, aging and cooking procedures.
In April 2009, Creating Crave was recognized as a finalist in the category of Corporate Education Materials by the International Association of Culinary Professionals at the Awards of Excellence ceremony during their annual conference.
There are many factors that go into a great beef eating experience and you find them all in Creating Crave – A Professional’s Guide to Understanding Flavor. For more information on Creating Crave, please contain Jim Ethridge at jethridge@beef.org.
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