The science of consumer behavior has become an ever-increasing influence on the way food products are designed and brought to market. Studies of consumer behaviors and preferences are used to determine the best profiles in the context that they will be "liked" by the most consumers. Has this emerging information doomed the role of the creative flavorist? Will the next generation of flavors be made by changing the ingredients to simply meet the highest preference, or will artistry survive? I have always been very proud to describe my profession as a creative one. There is something really cool about being an artist; I have the opportunity to create something new, something people love and that they develop a deep emotional connection with. The best description I can give of my work is "the artistry of taste."
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