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The Future of Flavor: McCormick’s Recipe for Innovation

| October 14, 2025

| October 14, 2025

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Is the future of flavor increasingly borderless? Valda Coryat, vice president of marketing for condiments and sauces at McCormick, reveals how curiosity powers McCormick’s flavor foresight, why segmentation by “flavor personality” matters, and how flavors are becoming more culturally driven.

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More about Valda Coryat:
Valda Coryat is Vice President, Marketing for U.S. Consumer Products and Branded Food Service at McCormick & Company Inc. She oversees end-to-end growth of the Condiments, Sauces and Convenient Meals business unit with P&L ownership that spans the Hot Sauce, Mustard, BBQ Sauce, Authentic Mexican and Asian Cuisine categories which includes brands such as Frank’s RedHot, Cholula, French’s, Zatarain’s, McCormick Mayonesa, Stubb’s, Cattlemen’s and Thai Kitchen.

Prior to joining McCormick in 2022, Valda held roles of increased responsibility within Consumer Marketing for a variety of companies including Colgate-Palmolive, Heineken, and the National Mango Board. Most recently, Valda served as Chief Marketing Officer for Trulieve, where she led the marketing organization and served as a key business partner for mergers and acquisitions.

Valda holds a Bachelor of Arts in Sociology from Duke University and a Master of Business Administration in General Management and Marketing from Columbia Business School. Valda also completed the United Fresh Produce Executive Development Program at Cornell University and an Advanced Leadership Program at Harvard Business School.

More about McCormick:
McCormick & Company, Inc. is a global leader in flavor. With our diverse and balanced flavor portfolio, we are ideally positioned to meet the increasing demand for flavor around the world. Learn more at https://www.mccormickcorporation.com/.