FOOD AS INTANGIBLE ASSET

PRESENTED BY: JITENDRA KHATRI

072/BAE/10
 INTRODUCTION

• EVERYONE REQUIRES FOOD

• MOST PEOPLE ENJOY IT
• RICH CULTURE SURROUNDING FOOD
• OVER THE PAST FEW YEARS, WE HAVE
WITNESSED A RISE IN FOOD FOCUSED MEDIA
AND CULTURE
• WHAT WE EAT AND WITH WHOM WE EAT CAN
INSPIRE AND STRENGTHEN THE BOND
BETWEEN INDIVIDUALS, COMMUNITIES AND
EVEN COUNTRIES
 INFLUENCES OF FOOD

• COOKED FOOD AS THE PROOF OF CULTURAL EVOLUTION

“CULINARY TRIANGLE” ANALYSIS DIVIDES COOKED INTO
THREE DIFFERENT CATAGORIES:
> ROASTED: FIRST FORM OF COOKING AND CLOSEST TO
NATUARAL ORDER
> BOILED
>SMOKED
 INFLUENCES OF FOOD

• FOOD AS A STIMULUS TO PRIMORDIAL COMMUNICATION

>FOOD HAD A VERY IMPORTANT ROLE IN THE DEVELOPMENT OF EARLIEST
FORMS OF HUMAN COMMUNICATIONS
> FOOD:

WHERE IT
IS?
FOOD LED COMMUNICATION
HOW MANY MEMBERS OF TO
THE GROUP COULD IT
FED?
>LANGUAGE MAY ALSO HAVE BEEN DEVELOPED TO REDUCE TENSION
CONNECTED WITH DEVISION OF FOOD
> PRESENT SITUATION- ?
 INFLUENCES OF FOOD

• DIETARY ADAPATION GREATLY AIDED EVOLUTION OF THE

SPECIES, BUT IT ALSO CREATED ON-GOING PROBLEMS FOR
MAND IN RECOGNIZING THOSE FOODS THAR ARE
RECOMMENDED TO EAT
• OMNIVORE’S DILEMMA – IT RESULTED IN CREATING COMLEX
SERIES OF RITUALS, TABOOS, RECIPES, RULES AND
TRADITIONS SUFFOUNDING FOOD, SO THAT HUMAN BEINGS
DO NOT HAVE TO FACE EACH TIME SUCH OMNIVORE’S
DELEMMA
 INFLUENCE OF FOOD

• SOCIAL POWER
> FOOD CAN BE A MARK PF POWER IN TERMS OF SOCIAL PRESTGE
> BOILED FOOD- IS MORE EVOLVED FORM AND COMMUNICATES A
MORE REFINED SENSE THAN ROASTED FOOD
> BOILED FOOD OFTEN TENDS TO BE ASSOCIATED MOTE INTIMATE,
FAMILY ORIENDTED WAY OF COOKING; FOOD PREDOMIENTELY COOKED BY
WOMEN
> ROASTED FOOD- SERVED DURING FESTIVALS, OFTEN OUT OF
DOORS AND IN FULL VIEW, WHICH TENDS TO BE ASSOCIATED WITH MALE
WORLD
 INFLUENCE OF FOOD

• FOOD IN THE WORLD’S GREAT RELIGION

• RITUALS, CEREMONIES AND RELIGIOUS RITES HAVE RELATIONSHIP WITH FOOD
> HINDUISM: DIFFERENT KINDS OF RITUALS DURING DIFFERENT FESTIVLS
> JUDAISM- MAJORITY OF RULES REGULATE MEAT CONSUMPTIONS
> CHRISTIANITY- NO ANALOGOUR DIETARY CODE
- NO GREAT DISTINCTION BETWEEN PERMITTED
& PROHIBITED FOOD
- WINE & BREAD ARE MEANS FOR COMMUNICATION BETWEEN
SOULS & PERMANENT REMINDER OF CHRIST’S PASSION
> MUSLIM: - NUMBER OF RULES ABOUT WHAT CAN AND CANNOT BE EATEN
- ALCOHOLIC BEVERAGES ARE NOT ALLOWED
- FASTING DURING RAMADAN, MEANT TO TEACH MUSLIMS PATIENCE,
MODESTY & SPRITUALITY
>JAINISM: REFUSE THE CONSUMPTION OF MEAT AS WELL AS ALL POINTLESS
VIOLENCE
> BUDDHISM: PREFERS LESS VIOLENCES
 MOTIVES & BARRIERS TO EAT/BUY
FOOD

• FOOD AVAILIBILITY
• EDIBLE OR INEDIBLE
• CONSUMERS FOOD CHOICE MODEL
 CONSUMER’S VALUE CONCERNING
‘LOCAL FOOD’

• TYPES OF LOCAL FOOD USERS:

> SELF SELECTED USERS
> GENERAL USERS
• FOR GENERAL USERS LOCAL FOOD MEANS:-
>LONGEVITY OF ONE’S LIFE
> A GOOD QUALITY LIFE FOR ONESELF
> PATRIOTISM
• FOR SELF SELECTED USERS LOCAL FOOD MEANS:-
> A GOOD QUALITY OF LIFE
> BEING PART OF THE COMMUNITY
> HUMAN ACCOMPLISHMNET
• THIS SHOW LOCAL FOOD DOES NOT ENCOMPASS EXACTLY THE SAME VALUES FOR TWO
DIFFERENT CATEGORIES OF CONSUMERS
 ATTRIBUTETS ASSOCIATED WITH
‘LOCAL FOOD’

• GENERAL USERS: FRESH, NO CHEMICALS, MORE AFFORDABLE

• SELF SELECTED USERS: ALTERNATIVE TO MASS CONSUMPTION, BETTER
VISUAL ASPECT, NATURAL PRODUCTION, FRESH
• IN ORDER TO MEET CONSUMER’S NEDD LOCAL PRODUCT SHOULD
CONSIDER FOLLOWING THINGS:
> LOCAL FOOD SHOULD BE PRODUCED WITHIN CITY OR CLOSER IN ORDER
TO PROVIDE FRESH AND MEET CONSUMER’S NEED
> LOCAL FOOD SHOULD BE PRODUCED USING TECHNIQUES THAR ARE
PERCIEVED AS BEING MORE RESPECTFUL
> LOCAL FOOD SHOULD BE PRODUCED WITH MORE ETHICAL PRACTICES
> LOCAL FOOD SHOULD BE MARKETED AS A MEANS FOR SUPPORTING LOCAL
TIES
 WHAT WE LEARN FROM FOOD

• GRAMMER OF FOOD
• SITUATIONS (FOR EXAMPEL: COFFEE BREAK)
• CENTER OF EVERY IMPORTANT EVENTS IN OUR LIFE (BIRTHDAYS,
WEEDINGS, FUNERAL, HOLIDAYS)
• STAND IN THE FORM OF EXPRESSIONS OF LIFE ( LOVE, HAPPINESS, GRIEF)
• FOOD BASED MEDIAS(TV SHOWS, LITERATURE, VLOGS, ETC)
• EDUCATION ABOUT HEALTHY EATING HABITS
• EFFECTS CULTURE & CULTURE AFFECTS FOOD (EG. BECOMING LOYAL TO
THE BRAND)
 REFERENCES

• N. DIANE-ISIS. Consumers’ perception of local food: A study of students of the University of Florida in
the United State
• NEVANA STAJCIC. Understanding culture: Food as a means of communication
• Food as a Cultural Meeting Place: sharing your Intangible Cultural Heritage. https://
saskmuseums.org/blog/entry/food-as-a-cultural-meeting-place-sharing-your-intangible-cultural-heritage
• PAMELA GOYAN KITTLER, KATHRYN P. SUCHER, MARCIA NAHIKIAN NELMS. Food and Culture
• CHAU B LE. What Food Tells Us About Culture https
://freelymagazine.com/2017/01/07/what-food-tells-us-about-culture/
• JONATHAN PRATTER. Food and the Intangible Cultural Heritage: A Mini-Research Guide
https
://fcilsis.wordpress.com/2019/09/04/food-and-the-intangible-cultural-heritage-a-mini-research-guide/
• JEAN-JACQUES BOUTAUD, ANDA BECUŢ, ANGELICA MARINESCU. Food and culture. Cultural
patterns and practices related to food in everyday life.
• [Re]wiring Food Network - A Strategic Framework for Food System Planning https://
issuu.com/jckchoy/docs/rewiring_food_network
• Food For All: Inclusive Neighborhood Food Planning in North Austin  
https
://issuu.com/atxsustainability/docs/food_for_all_final_070616.compresse