Introducing indigenous and orphan crops (IOCs) in a menu : ac ase study inquiry into the attitude formation of diners

Abstract

The global agricultural system is reliant on an increasingly smaller number of species, reducing resilience. Shifts to simplified diets have increased non-communicable diseases in consumers, and there is an urgent need for transitioning to an alternative food system to provide food and nutritional security in an environmentally sustainable manner. Despite their potential at building resilience and addressing poor nutrition, Indigenous and Orphan Crops (IOCs) are largely underutilised due to a lack of knowledge amongst consumers. This case study, conducted in two distinct sections, illustrates the incorporation of IOCs in a set menu, whereafter diners were asked to share their attitudes towards IOCs. All seven steps of the Culinary Innovation Development Process were followed in the conceptualisation of the set menu, while diners' attitude formation (cognitive experience, emotional experience, conative behaviour) is described along the three-component (ABC) model of attitude formation. The dinner was successful in exposing attendees to a broad range of new IOC species and associated flavours, with more than 90 % of respondents being exposed to at least 15 new species in a single sitting. Most of the diners indicated that, following the dinner, they would be likely consumer more IOCs in the future with the majority (97 %) indicating that they would be at least likely to order dishes which include IOCs in restaurant settings, 87 % at least likely to buy ready-made meals which contain IOCs, and 91 % at least likely to buy IOCs from a greengrocer.