Innovation often begins with two words: What if? I was reminded of that recently
By Erik Fyrwald · October 31, 2026 · Curated by George's Blog
Innovation often begins with two words: What if?
I was reminded of that recently at FirsTaste, our biennial IFF customer innovation event organized by Tastepoint by IFF. This year, we welcomed 135 customers to our Bell Works site in New Jersey to explore what the future of food, beverage and consumer experiences could look like.
There was tremendous creativity in the room. I'm always energized by how much more becomes possible when we connect different kinds of expertise: consumer insight, science, creativity and technology, and increasingly, AI.
AI gives us new ways to accelerate ideation and explore possibilities, but not on its own. It becomes far more powerful when paired with human curiosity and the deep expertise of people who understand both customers and consumers.
That combination can challenge assumptions about what products should look, taste and feel like, opening entirely new avenues for innovation.
And to me, that’s the bigger idea behind FirsTaste. The future isn’t something we simply predict. It’s something we help create, together with our customers.
Sometimes, it starts by asking a slightly unexpected question: What if?
#innovation #AI #ConsumerInsights #FoodInnovation