News
December 3, 2025
Meet the VIPs who changed the world of taste and fragrances
A decade ago, Carlos Gomez, a sensory & consumer insights manager in Mexico, decided to challenge convention: what if we invited a completely different perspective into sensory testing for flavors and fragrances?
He sent letters to about 100 NGOs in the phone book, in search of people with a very special talent: a passion to smell, taste, and describe the sensory aspects of food and who could support the team to help predict what makes consumer tick.
One association responded: a group for the blind. That’s how Carlos proposed training a group of visually impaired people to evaluate flavors.
His project took a lot of perseverance: he made a short one-minute video to convince the management what could be done. Management was so enthusiastic that on the spot, he was given the budget to do a test run.
Our VIP Program was born. At dsm-firmenich, ‘VIP’ has a double meaning: ‘Very Important People’, as well as, ‘Visually Impaired Panelists’.
Our VIP program
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The project took off in 2015, and ever since, the panelists became part of the local team in Mexico. For 10 years now, the team has been going strong, and the idea also caught on in Singapore, London, India, China – and this year South Africa.
“What started as an idea in Mexico, has grown into a global program. I’m proud of our sensory teams worldwide and inspired by how blind panelists are redefining the way we understand and experience our senses. This is more than innovation; it’s the power of inclusion in sensory science. ”
Carlos Gomez , Senior Director, Consumer and Sensory InsightsThis year, dsm-firmenich celebrates the 10-year anniversary of this VIP initiative. Across the world, we have more than 50 VIPs who provide invaluable guidance to help our teams create the most appealing products.
The program not only builds confidence and financial autonomy for its panelists (for many of them it has been their first job), but it also enriches our industry by putting inclusiveness at the heart of the business.
Meet our VIP members:
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Kathleho Mashile
VIP in South Africa since 2025
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Minerva Gonzalez Ayala
VIP in Mexico since 2015
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Eduardo Pasaran
VIP in Mexico since 2015
2025: a big year for the VIP Program!
The VIP Program made its debut in South Africa in 2025 thanks to Melanie Dennill and Demisha Perumal – and with support from Meenal Tatke who leads the program in India. They provided thorough training to the VIPs, and today, the panelists can identify nearly 700 different flavor tonalities – a proof of the extraordinary mastery of their senses.
The VIP team in South Africa
In Singapore, the office welcomed its first seeing-eye dog, Vogue, who accompanies Sebastian, a new VIP. Some office refurbishments were needed, such as a fan, a bed and a water dish. Most importantly: everybody loves Vogue. She is the furriest and most irresistible member of the entire team in Singapore!
Our Singapore team, joined by Vogue, the loyal seeing-eye dog of one of our VIPs
Our Mumbai VIP members
Our VIPs are specialists with great capabilities who have fine-tuned their senses for flavor and fragrance testing. Their work requires real dedication and a minute attention to detail, to help drive innovation for our customers.
As we celebrate a decade of the program, here’s a big shout out to all the VIPs who are working across the globe. You truly are Very Important People, and we are lucky to have you on our team! Your hard work and dedication make the world smell and taste better!