FA C E T O FA C E : W I T H A L E X A N D E R MO H R , E F FA
WE ARE MISSING OUT ON A WHOLE LEVEL OF NON-VERBAL COMMUNICATION!
Alexander Mohr, Executive Director of the European Flavour Association (EFFA), passionately believes associations are in the people business. So, don’t mention ‘the newnormal’…
I N T E R V I E W : J AM E S L A N C A S T E R
So now we have another association representing the fragrance sector. We kept the acronym however, as EFFA has a great reputation and is a well- recognised name here in Brussels with the policy makers. Do you have national association members, like most ‘European’ associations? We have a mixture of national flavour associations and companies. National associations are very important for our advocacy work because they are very close to the policy makers in their respective countries and have country-specific challenges they have to take care of. We have 11 companies as direct members of EFFA: some stock market-listed global players, others smaller flavour houses. Having
I’m intrigued by the name of your organisation. I’m guessing you represent that section of the food manufacturing industry thatproduces flavourings, natural or otherwise? That’s right. Our members supply high quality ingredients to the food and drink industry, here in Europe, but also to the global market. Our members are supplying flavours, natural and synthetic, to their customers who are often also represented by customer or sector associations here in Brussels. The second ‘f ’ in our name stood for fragrance, as we used to be the European Flavour and Fragrance Association. But at one point it was decided to split the two sectors as the respective dossiers and challenges are too different to be handled by a single association.
38 APRIL 2021 AMIMAGAZINE.GLOBAL
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