This summer, many chefs, business owners and consumers are searching for the next wild condiment to garnish plates, spread on bread and crackers and slather on meat, poultry and fish.
Seasoning season got off to a heated start when celebrity chef David Chang attempted to trademark Momofuku's version of Chili Crunch. Almost immediately after its launch, fans, critics, and others called out the appropriation of flavor profiles common to many Southeast Asian flavors and cuisines, and the backlash was swift, immediate, and overwhelming. It was something.
Before the pandemic, Sriracha sauce was (and probably still is?) ubiquitous in Huy Fong. No substitutes will be accepted.
Last year, hot honey became popular as a must-have on pizza, salads, and more.
Will this year be the year of Ajwal?
Can Ajwal break through?
Ajwal (eye-var) is a relish that became popular after World War II and continues to be popular in southeastern Europe. Originating from Yugoslavia, ájvar is primarily made from peppers and eggplants, and many homemade ájvar are made from roasted peppers.
Depending on the heat level of the chili pepper (from capsaicin, best known as the active pungent ingredient in jalapeños, to the spiciness), ajvar can be sweet (traditional), tangy (common), or searingly hot. Ajvar has a thicker, more viscous texture, so it can be spread on bread or enjoyed as a side dish.
Like many seasonings, ajvar simply acts as a vehicle for a variety of tastes, aromas, and textures, with ingredients ranging from tomatoes to oregano to peppers to serrano.
But will we be seeing lots of them this summer?
“People with a Mediterranean background know and love Ajvar,” says Melissa Clemente, Wildfair's creative and marketing director.
“It's a treasured traditional recipe, and we want to introduce it to American families as the ultimate culinary multitasker. It's a sauce. It's a spread. It's a dip. It's all delicious,” she says. said. food research institute.
Clemente said the burgeoning global flavor movement will only help condiments like ajvar. A “kitchen table traveler” may not be able to visit every country in the world and experience its cuisine firsthand, but the joy, challenge, and excitement of learning about and working with new flavors can be enjoyed at home or in a restaurant. can be easily reproduced.
“Seasonings are especially appealing because they are versatile and easy to use,” she adds, adding that she recommends popular Ajvar-influenced dishes such as grilled red snapper, “where Cinco de Mayo meets the Mediterranean.” I pointed.
Like many flavors taking the market by storm, ajvar's growth has been slow but steady.
“Over the past year, Ajvar has grown about 19% in social buzz,” said Braden Douglas of Crew Marketing..
“While that increase may seem significant, the actual number of people discussing ajvar is still relatively small. Ajvar doesn't feature as prominently in menus or recipes.”
Douglas says Ajwal has had several key high-profile moments, including being featured on cooking shows, being endorsed by A-list celebrities and influencers, and being used in interesting ways by culturally popular brands. He said it was necessary.
When asked if there are other condiments that mimic the gradual emergence of things like ajvar on the market, Douglas likened it to Japanese mayonnaise.
“Japanese mayonnaise was once a little-known product, available only in specialty stores. Now, it's easily available and familiar to consumers,” he says. mused.
Then he said another parting word. F.I. The staff took note:
“Perhaps through this article, Ajwal will start climbing the ladder to greatness.”
If that happens, we'll be happy to take credit for it.
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