The count-down has started to the 22nd annual SAAFFI seminar!


UNLOCKING OUR SENSATIONAL WORLD – Sensory Storytelling through Flavours and Fragrances

The Indian-American author, new-age philosopher and healer, Deepak Chopra said: “Self-awareness is your awareness of the world, which you experience through the five senses (sound, touch, sight, taste, and smell). Pay attention to your sensory impressions and be aware of those five ways that the world comes to you.”

Our entire interaction with the world around us – whether it be personal, professional, physical, spiritual, intellectual or emotional – is through our five senses. Our reactions to these stimuli define who we are, what we stand for and what we can achieve.

Reframed, the five senses are NOT only of importance to the Flavour, Fragrance, Sensory and Consumer Science professions, but are the means with which we all respond to every aspect of our environment.

The 2024 annual SAAFFI seminar is themed:

UNLOCKING OUR SENSATIONAL WORLD – Sensory Storytelling through Flavours and Fragrances

The full-day programme features an impressive line-up of speakers, a hands-on workshop, an inspiring motivational presentation, and a networking cocktail event. This year’s programme aims to highlight the fundamental role of sensory integration, sensory evaluation and sensory awarenesses in the flavour, fragrance and related sectors.

International and local Speakers will address topics including:

Sensory Intelligence –

    • understanding the senses and how we all process millions of sensory messages uniquely
    • understanding how sensory spaces around us influence our living, learning and working
    • Aligning people and space for best productivity, using our sensory profile
  • What’s more important – the journey or the destination? The Vital Role of Sensory in the Product Development Journey
  • I told you so! True South African Food Choice Stories
  • The flavour that left a bad taste in my mouth! The importance of Bitter Blockers
  • Flavour Trends in Africa – What Flavours are “HOT” for the African consumer?
  • Fragrance Trends – What are international factors influencing Fragrance TRENDS taking?
  • The Sensory Allure of Flowers – Inspirational flowers bring Botany to the Boardroom for self-discovery, solution-oriented mindset and strategy development. How do journeys using flowers and plants promote wellness and change?
  • The Enigmatic Connection Between Scent and Sensory Perception: A Holistic Perspective



An Expert Panel drawn from inside and outside of the Flavour & Fragrance industry, will explore the topic: “The Science behind the Consumer Brain and its relevance for the Flavour & Fragrance Industry” asking questions including:

  1. Why people choose differently – the diversity of the consumer
  2. Why products have different appeal.
  3. Matching a consumer with a brand.
  4. What does it mean for the F&F industry?

The live full-day seminar will be held on Thursday 14 March 20243 at the Conference Centre of the GIBS Business School in Illovo, Johannesburg.

The hands-on Workshop will invite participants to: “Identify and Recognise your Sensory Self”, with the  session leaving all involved informed, energized, motivated and challenged.

There are opportunities to win generous prizes, with numerous networking opportunities with exactly the right “crowd”.

For the last 23 years, the annual SAAFFI seminar has attracted around 200 key personnel drawn from a wide range of companies both in the flavour & fragrance sector, and from FMCG companies (who are users of flavours and fragrances), as well as academics, consultants, regulators, raw material suppliers and anyone interested in the fascinating world of fragrance and flavours. The day offers a valuable learning and networking opportunity to people in management, sales, marketing, technical, procurement, R&D, applications, operations, and tertiary level students.

The SAAFFI 22nd annual seminar is an industry event for every serious flavour, fragrance, food, beverage, cosmetic and FMCG professional – simultaneously offering a day of fun, insight and inspiration! There is even the promise of a jam-packed goody bag for the first 200 registered delegates!

Sponsorship opportunities are offered to those organisations who want their name associated with this prestigious event. Full credit and exposure will be given to all sponsors in all seminar communication.

SAAFFI’s executive director, Sharon Bolel summed up the event: “The amazing organising committee has been creative in putting together a programme which incorporates world-class speakers, an interactive workshop (for which the SAAFFI seminar has become renowned!) and brilliant opportunities for expanding one’s network.

SAAFFI, the South African Association of the Flavour & Fragrance Industry, represents all aspects of the flavour, fragrance and allied industries. It unites the industry across non-competitive issues, freeing up individual organisations to grow their business.

To book for the event, go to

A video of the highlights of the 2023 seminar can be viewed here …..

For more information, contact:

Sharon Bolel,
Executive Director
South African Association of the Flavour & Fragrance Industry
Cell: +27 (0)83 449 2696


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