What if we plan catering menus for our passengers and crews based on their sex? Paula Kraft, President of Atlanta, GA-based Tastefully Yours Catering and founder of Aviation Catering Consultants, continues her definitive series of articles on aviation catering.
Gender Preferences

The aviation food business can be a complicated business, seasoning, menu planning and none the less trying to stay a step ahead of those who order the food. Then add this thought to the equation . . . that some foods are considered masculine like hamburgers and steaks, while others such as yogurt and quiche are strictly feminine, at least in the US. Now call the crust-less quiche a frittata and men will go for it . . . Where did this idea come from? IS the selection of a menu item just in the name we call it? Were these ideas of ‘gendered eating’ originally generated just for ad campaigns to sell more steaks for backyard BBQ’s, or could the clichés point towards a deeper truth? Do men and women need different diets? How many of our views on what constitutes ‘women's food’ come from how we're brought up, and how many are tied to something genetic?

In 2008, the Center for Disease Control and the World Health Organization did some studies in 23 countries on food preferences. It was an extensive study with a great deal of data to determine where people were willing to take risks in food choices, what their preferences were so that the global population could be taught safe food handling and consumption through educational programs. In the end, they had so much data they resorted the information to determine if gender played a role.

The results of that study showed:

• Men were more likely to report eating meat and poultry, especially duck, veal and ham.

• Men were also more likely to report eating shellfish, such as shrimp and oysters.

• Women were more likely to report eating vegetables and fruits, especially carrots, tomatoes, strawberries, blueberries, raspberries and apples.

• Women were more likely to report eating dried foods such as almonds and walnuts, where men reported eating dried meats and jerky.

• And women were also more likely to report eating eggs and yogurt, compared to men.

• There were some exceptions to the apparent trend: for instance men were significantly more likely to report eating asparagus and Brussels sprouts while women were more likely to report eating fresh hamburgers (as opposed to frozen, which men preferred more than women).

• When it came to risky foods (i.e. those more likely to carry foodborne illnesses), men were significantly more likely to eat undercooked hamburgers and runny eggs while women were more likely to eat alfalfa sprouts. (For those of you who have attended one of my safety management systems for catering programs you should remember these foods are part of the list identifying some of the riskiest foods to be served on board your aircraft.)

Another approach to a gendered diet believes our gender eating habits can be explained by evolution. There are several authorities who suggest our present day eating patterns go all the way back to caveman days. Grant Achatz, a molecular gastronomist suggests this: ” As cavemen men were hunters, relying on protein to build muscles, and seeing meat as a reward, while women were gatherers of fruit and vegetables. Today men and women have differences in physiology which might have to do with early access to different kinds of food. Differing access to foods in prehistoric times led to gendered patterns of eating today”. This approach is called ‘evolutionary’. Is this why men seem to prefer a big thick juicy steak rather than a texturized soy protein piece of meat on top of a salad? I have to personally disagree with this approach as I see that men do enjoy an entrée salad, that they are eating foods like fruits and vegetables. But is it because of evolution or is it because of advertising?

Now think about advertising as the reason we select certain foods. Companies do target certain sexes in the way foods are marketed to the public. According to studies, Chocolate is one of the things most associated with a female diet and craved by more women than men. But beyond the borders of the United States, the story is different. Global studies in cravings found that in Spain, men and women craved chocolate equally - about 25 percent, while in Egypt, neither sex craved chocolate, with both sexes showing a high preference for salty foods. But, I ask, how much of this is marketing in each country and its variables that influence our food selections? Think about chocolate ads for a minute . . . they are sexy, luxurious, and sensual, something that makes women look at chocolate like an indulgence or is the advertising marketing it as healthy, and full of antioxidants?

Are men drawn to fats, meats and proteins because of the advertising push to associate these items with being manly and we as consumers are pulled in? This approach is called ‘socialization’. Boys are encouraged to have big appetites from a very young age. Girls need to eat lighter and daintier so as not to gain weight in order to fit the ‘thin is beautiful’ ideal. But here is where culture comes into the equation. Another study taken place in London revealed that school-age British boys showed a clear preference for sugary and fatty foods, meats, and eggs, while girls were more willing to eat fruits and vegetables. Women were more likely than men to report avoiding high-fat foods, eating fruit and fiber, and limiting salt (to a lesser extent) in almost all of the 23 countries. They were also more likely to be dieting and attached greater importance to healthy eating. Is our generation diet obsessed? Is that marketing and the advertising to live longer, be healthier? Dieting status explained around “22% of fiber choices, and 7% of fruit, but none of the gender difference in salt. Health beliefs explained around 40% of the differences in each of the dietary behaviors and together they explained almost 50%.” Gender differences in food choices appear to be partly due to women's greater weight control involvement and partly to their stronger beliefs in healthy eating.

Yet other studies reveal that menu selection is based more on portion size than gender. Due to the effects of altitude on our diets, smaller portions are the best for digestion and comfort of the passengers and flight crews. Women do prefer smaller portions overall, while men prefer to eat larger quantities as a general rule we are all familiar with if you ever order catering for a flight. But consider reducing the portion size for the men as well and making the woman’s portion even smaller.

Now there is something new to consider . . . the increase in popularity of the tapas plate and its style of meal service. Minis appeal to everyone - both men and women . . . but at different times of the day. Tapas are already a mainstay as an appetizer, but I personally see more and more women choosing minis/tapas for lunch or even as a small dinner. Why not think about a snack plate with assorted items to please the passengers and flight crews with something new? You can appeal to the meat and heartier proteins men typically want, but, also add in the fruits and vegetables. Make each item a tapas portion size . . . small single bite or two, and not a full meal of any one item. This also works well if someone is added to the flight as this type of meal can easily be shared when presented as a ‘tray service’ rather than an entrée.. 

To top it all off, let’s talk flavor! More males preferred flavor profiles that are spicy, dramatic, mouth tingling and bold. Think Southwest, Cajun, Spicy Thai, Indian and the sauces. Woman are more interested in less heat, more toward the sweet and fruity flavors. Think fresh, healthier for your passengers and flight crews.

Food preferences, whether masculine or feminine are an important part of maintaining an adequate diet in any particular environment . . . but, more so for the global traveler. Despite substantial variations across societies there are broad categories of nutritional needs that apply to all of us. These include: carbohydrates, protein, lipids, and micronutrients (vitamins and minerals). While research isn’t the absolute and end-all for making menu decisions, it can offer helpful insights and new ways to look at the task of catering a flight…Don’t be afraid to experiment and develop interesting menu options. Now that you have heard the argument, where do you stand on catering to the sexes?

Bottom line: Offering the right variety of flavor profiles, protein choices and sauces will keep ALL your passengers and flight crews happy.

Let me introduce myself . . . 

My name is Paula Kraft and I am founder and President of Tastefully Yours Catering, an aviation specific caterer, located in Atlanta, Georgia for 35 years.

Aviation Catering is a science not taught in Culinary School; it’s a function of experience, experimentation, basic trial and error, with constant feedback from flight crews and clients. It is a two-way communication. It is vital that this information and knowledge be shared throughout the industry. To this end, I have worked as the Chairman of the NBAA Caterer’s Working Group, a subcommittee of the NBAA Flight Attendant Committee, the NBAA Caterer Representative to the NBAA Flight Attendant Committee, for 9 years.

Currently I am an active member of the NBAA Flight Attendant Committee Advisory Board and the NBAA International Flight Attendant Committee, Women in Corporate Aviation, Women in Aviation International, National Association of Catering Executives, International Flight Catering Association, the International Food Service Association and the International Caterer’s Association.

I have coordinated training programs and clinics for NBAA, EBAA and BA-Meetup conference attendees for over 10 years, created mentoring programs for caterers and flight attendants to broaden their aviation culinary skills, and to assist them in adapting to the unique challenges and constraints found in catering for general aviation. I recognize the need for training and have worked closely with flight departments, flight crews, schedulers and customer service reps at the FBOs to ensure that catering specific training provides information and skills necessary to reduce risk while assisting them in their job duties that include safe food handling, catering security, accurate transmission of food orders, and safe food production, packaging and delivery.

I fell into aviation catering quite by accident. I was the in-house caterer and bakery supplier for Macy’s department stores in Atlanta when catering was ordered for a Macy’s customer which was soon to change my life. After the client enjoyed the catering provided, I was summoned to the client’s corporate office to provide several of the items delivered through Macy’s to the executive dining room. Within a week, I was providing food for the flight department and my first order was for the President of a foreign country (as I was too be told soon after). So, here I am, some 35 years later, still loving every minute of every day in aviation catering.

©BlueSky Business Aviation News | 3rd May 2012 | Issue #174

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