From Lab to Market: A Leadership Journey in Flavor Innovation

Dr. Claudia Durmus is the Global R&D Manager at NovaTaste. A trained food chemist, she brings over 20 years of experience in product development, raw materials and savory solutions. Since June 2023, she has led R&D initiatives across international markets, following leadership roles at IFF/Frutarom and Frutarom Savory Solutions. Her expertise in microbiology, portfolio management and cross-functional innovation supports the development of customer-focused flavor solutions tailored to diverse global needs.a

A Leadership Philosophy Forged Through Experience

In my opinion, a solid, well-rounded education is the foundation for success. This was true in my case, with a background in food chemistry. I began by leading a single technical team, then expanded into product management and technical sales, gaining cross-functional experience. My career started in a family-owned business, which later became part of an international group and eventually evolved into a privately owned, medium-sized global company. These experiences shaped me professionally and personally, fostering a leadership style that is team-oriented, cross-functional and results-driven.

Why Purpose-Led R&D Leads to Better Customer Outcomes

There are no “problems” or “issues” — only opportunities. When you push beyond your comfort zone, you’ll be surprised at what a team can achieve together. At our core, we see ourselves as a solution provider for our customers. This requires deep insight into the challenges faced at their production sites, along with a strong understanding of emerging trends and future demands. When you bring a diverse team into the process, the likelihood of success increases significantly.

Building Innovation on the Voice of the Customer

We ensure this through frequent and meaningful customer engagement. Whenever possible, we invite customers to our innovation centers to collaborate on projects. These sessions are highly effective and often yield results that exceed expectations. It is important to be empathetic and to listen closely to the customer.

We also conduct extensive training, both through webinars and in-person sessions held in our auditorium or workshop rooms. Our approach combines proactive and reactive engagement. The latter provides valuable insights into our customers’ specific needs, which we then incorporate into more tailored, forwardthinking solutions.

How Technology and Leadership Converge to Advance Flavor Development

Some of the most pivotal technological initiatives we’ve led are centered around food cultures. We maintain our own collection of microbial strains, each offering unique characteristics. Through careful selection, definition and fermentation of specific strains, we developed a culture that became the foundation of our patented solution BITEC COTTO®, a natural alternative to nitrite in meat products.

Other strains have proven highly effective in inhibiting the growth of harmful microorganisms such as Listeria, serving as powerful bio-protectors. Since these cultures naturally influence the flavor profile of food, we can tailor taste and functionality by blending specific strains to meet customer expectations. The result is a comprehensive solution that delivers both sensory appeal and functional benefits, such as enhanced safety and improved color stability.

Importantly, this approach extends beyond meat to vegan products and other food categories, demonstrating the versatility and impact of our innovations.

Translating Emerging Tech into Business Impact

We conduct extensive market and trend research, supported by regular innovation meetings and a structured stage-gate process. Each new idea is evaluated comprehensively. This includes competitor analysis, a clear definition of the value proposition and assessment of the potential across different countries. We also place great importance on input from our suppliers and, most importantly, the insights shared by our international technical sales team who bring valuable customer feedback directly to the innovation group. An idea only moves forward when sales, product management, technical sales and R&D are fully aligned.

Advice for R&D Leaders Balancing Innovation with Brand Trust

Stay focused on what matters most to your customers. Keep processes lean and efficient and remain open to new opportunities by listening carefully and observing closely.