Interest in the food and wine sector in recent years has contributed to the merging of different culinary traditions and cultures, resulting in the need for specific translations. The translation of recipes, menus and product labels helps companies to widen their customer base: in fact, an increasing number of tourists travel to discover new food and wine experiences.
How do food and wine translations work? We take a closer look at this sector today with ALG Language Consulting.
Translating recipes and menus
Translating a recipe is a complex process: the ingredient names must be translated, where possible. Some ingredient names may not have an equivalent in the target language or may not be available; in this case, the original term is left and provided with explanatory notes or paraphrases.
Then there is the conversion of quantities, for example weights and temperatures: different countries have different units of measurement, not to mention country-specific idioms and expressions. In Italy, for example, we often talk about cooking “al dente” which for an Italian makes sense (almost always!) but if translated literally would be incomprehensible in another country.
With food and wine tourism becoming increasingly popular, there is a growing demand for menu translation. Restaurant customers often encounter bizarrely-worded menus, not so much due to the creativity of the Chef but because the items listed have been inaccurately translated. A restaurant catering for an international clientele must have a menu adapted to its target. The specialist translator consults the Chef and enologists to meet this need.
Translating labels
The translation of product and packaging labels for export requires particular attention. The label can contain the list of ingredients and allergens, and this information must be accurately translated for the safety of the consumer.
Wine labels, for example, contain details of the grape variety, the controlled designation of origin and the alcohol content. The label can also describe the bouquet of the wine and suggest the most suitable food accompaniment. The label is also important in terms of image and marketing, and requires adaptation and transposition of the commercial message into the language of the export country. In these cases, translators must have the necessary technical and creative skills for transcreation.
The indications provided on the packaging are intended to safeguard and protect the product or raw material from storage to sale, throughout the various stages such as transport, preservation, etc. Global trade means that it is essential to observe the indications provided on the packaging of all types of goods, including food and drink, to avoid the risk of deterioration.