Michelin stars descend on Maastricht
On 7 October, the MICHELIN Guide Ceremony will take place. That is when the new Michelin stars for the Netherlands will be awarded. This will take place during the 69th edition of hospitality trade fair BBB Maastricht - 7 to 9 October '24 - in MECC Maastricht. In 2013, Maastricht hosted that award ceremony for the last time. What does this re-assignment mean for the next three and maybe six years? We asked four people who are committed to showing Maastricht and the surrounding area culinary excellence: Ad Veenhof, Silvie Slachter, Jules Goossens and Tamara Weide.
Logical choice
'The choice of Maastricht is only logical,' says Ad Veenhof, chairman of Maastricht Heuvelland Culinair. 'Maastricht and South Limburg form an absolute top region in terms of gastronomy. From Brut172, De Leuf and Atelier in Heuvelland to Studio, Tout à Fait and Novo New Dining in Maastricht. These and many more restaurants serve heavenly and starry dishes and wines.'
Great local produce
'In doing so, they mostly use great local produce. I take a random selection from the more than extensive range. Truffles from the truffle orchard of delicatessen De Eyserhalte in Eys and organic syrup from Vandewall in Eckelrade. And what about the internationally recognised wine domain De Apostelhoeve in Maastricht? Breaking through more internationally is the ambition of Maastricht Heuvelland Culinair. As an example, I more often mention the culinary regions around Seville and Copenhagen. I look forward with pleasure to the MICHELIN Guide Ceremony. In honour of Maastricht and the surrounding region, but it will also give hospitality trade fair BBB Maastricht and MECC Maastricht an extra impulse.'
Cherry on the applesauce
Silvie Slachter is product manager at MECC Maastricht and ultimately responsible for everything internal and external to do with the Michelin-starred organisation as a client. What are her wishes since she knows stars are going to fall in Maastricht? Like the new Green Michelin stars for sustainable entrepreneurship, by the way, and the awards for Bib Gourmand restaurants, restaurants with the best value for money. Silvie: 'In any case, I know that the wish of Werner Loens, who retired this year as chief inspector-director of Guide Michelin Benelux, has come true. He saw the return of the Michelin star event to Maastricht as the icing on the applesauce, to put it in Van der Valks terms.'
Nice springboard
'Maastricht as the chosen location for the coming years fits perfectly with Limburg's penchant for good food and drink. We don't have the most Michelin-starred restaurants in Limburg compared to some other provinces, but we do have the longest culinary breath. That is simply in our national character. You can also see this in the many new developments, not only in Maastricht. Take Sittard. There are more and more finedining businesses there. The MICHELIN Guide Ceremony is also a nice springboard to give BBB Maastricht its allure back. As organiser of that fair, MECC Maastricht has put a lot of energy into getting rid of the nickname BBB Maastricht had for a while: the Beer and Bitterballs Fair'.
Tasting glasses
'We drew up a new marketing strategy and changed the look-and-feel of BBB Maastricht. Moreover, we implemented a new drinks policy. This includes using tasting glasses. That works better for all concerned than serving beer in a big La Chouffe glass. Furthermore, four times a year we bring a specific need of BBB Maastricht visitors into focus. Inspiration, fine dining and doing business over the border are a few topics. Through all these efforts, together with BBB Maastricht, we have now gone from a 6 to an 8.'
New generation
It is not only BBB Maastricht that is undergoing a new development. The same goes for the food culture in the Netherlands and a lot of other countries. 'We are dealing with a new generation of people who have their own expectations when eating out,' clarifies Tamara Weide, business developer tourism at LIOF. 'Not so long ago, vegetarians and vegans were an exception. Those days are over.'
Comfort and efficiency
'In addition, young people value the combination of comfort and efficiency. Like the older generation, they want to dine well, sure, but not for hours. They also interpret the concept of hospitality in their own way. For instance, they have no problem using a QR code, as is the case with restaurant chain Dadawan. This is evident from the long queues. Whereas others see digital ordering as something to worry about, they see it as a relief.'
Sustainability
'Sustainable meal preparation can count on the support of a growing group of consumers. Not only from vegetarians and vegans. More and more kitchens are responding to this. For instance, by producing less waste and using regional products. The transport distance is then relatively short, limitingCO2 emissions. The Michelin star organisation, with its Green Michelin Stars, is equally taking steps to give health and sustainability a more permanent place. Although goose livers, lobsters and caviar will not disappear from the menu one-two-three if you consider the original character of this organisation.'
Regional hero square
'But every culinary sustainability step is one. LIOF is also working on this. Following the upcoming MICHELIN Guide Ceremony in Maastricht, we are making efforts to bring more Green Michelin stars to Limburg in the coming years. In this respect, our province is still a rookie, so to speak, as only the restaurants Aan Sjuuteeänjd in Schinnen and ONE in Roermond currently have such a star. That is why we have developed the following initiative, among others: visitors to BBB Maastricht can meet local food producers there at the so-called Streekheldenplein. So they can learn more about regional products and their added value.'
Report
'In that context, I also refer to a recently published report on hospitality and leisure trends in 2040. The prognosis that emerges from that report leaves nothing to be desired for clarity: those who close their eyes and continue to close their eyes to sustainability in the meantime will no longer be in the game in 2040.'
Home-grown products
Besides circularity and vitality, sustainability is also a key theme of Regional Food System Limburg. Since its establishment in 2021, this independent foundation has been making efforts to market healthy, nutritious home-grown products. And that at a fair and transparent price for all parties in the chain. Jules Goossens is programme manager at Regional Food System Limburg. 'It is our great ambition to ensure that 25% of regional consumption consists of regional products by 2030. Both in terms of food and drink. Now it is 2 to 3%.'
Economic and culinary importance
At the request of LIOF, Regional Food System Limburg is organising and facilitating the Streekheldenplein during BBB Maastricht for the first time. Jules is one of the speakers here. This is to raise awareness of the foundation's work and underline its economic and culinary importance for the region. Jules: 'This year, the plenary meeting of our stakeholders will also take place at the BBB Maastricht venue. At the same time, we are responding there to the initiative of the Michelin star organisation to give more attention to sustainable business practices in the hospitality industry through the presentation of the Green Michelin Stars. Using local products is an important part of this.'
New potato variety
What are examples of local products with pure ingredients? Jules: 'These range from cherry juice and hazelnut spread to energy bars and cake cakes used in elite sports and healthcare, among others. Another example: in cooperation with Limburg farmers and Wageningen University & Research, we are currently working on the development of a new potato variety that we want to plant in the Limburg loess soil. More diversity was one of the starting points. But we also want to be less dependent on foreign potato producers to meet potato demand without problems.'
