Uploaded byPhilip Duff
Super Taste 101: Super Charge Your Palate
The document features insights from flavor educator Marie Wright and spirits expert Philip Duff, discussing the intricate relationship between smell and taste in flavor perception. It covers various theories of odor perception, the emotional responses triggered by aromas, and the definitions and descriptions of flavors. Additionally, it highlights the decline in sturgeon populations and the challenges surrounding caviar sourcing.
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Super Taste 101: Super Charge Your Palate
- 2. 2 MARIE WRIGHT - Flavoureducator & writer (“Elegant Flavors”) - Global VP & Chief Global Flavorist, ADM Nutrition - President of the ADM Academy of Future Flavorists Professional Industry Speaker - WFFC Board Member #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
- 3. PHILIP DUFF T: @philipduff IG:@philipsduff - Spirits educator & ontrade consultant, Liquid Solutions - Founder. door 74 (Amsterdam) - Chief Genever Officer, Old Duff Genever - Writer, Drinks International #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
- 4. SUPER TASTE 101 #VodkaAndCaviar@vodkabeluga #BelugaVodka #TOTC2019
- 5. 5 THE RISE OFFOOD CULTURE #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
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- 7. Peg your nosewith your fingers blocking the airway passages Place a strawberry in your mouth and chew for 10 seconds (experience taste sensations such as sweetness, acidity) Release your fingers (experience the aroma/flavor) WHAT IS THE FLAVOR? #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
- 8. 8 #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 THE MAGIC WHOOSH!
- 9. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 Smell and taste are closely linked in the appreciation of a flavor Independently triggered: Smell – Olfactory bulb, Frontal & Temporal lobe of the brain Taste - Gustatory, medulla in the rear of the brain Limbic System Odour generated feelings, memories, association s Interaction of molecules with receptors FLAVOR PERCEPTION
- 10. ODOR PERCEPTION #VodkaAndCaviar @vodkabeluga#BelugaVodka #TOTC2019 • Buck and Axel earned a Nobel prize (2004) on their work on smell • Identified 1000 genes in mice that give rise to an equivalent number of odorant receptors • Each receptor cell has one type of odorant receptor • Each receptor can detect a limited number of odor molecules • Messages are sent to the olfactory bulb where further messages are sent to other parts of the brain and the brain recognizes a pattern and hence identifies the aroma • Zozuluya et al identified 347 human odorant receptors in the early 2000’s . Since then 800 have been identified but only half are functional
- 11. ODOR PERCEPTION #VodkaAndCaviar @vodkabeluga#BelugaVodka #TOTC2019 Current thinking on odor perception shifts between a number of theories • Turin’s Vibration Theory – simplistically every molecule generates a vibrational frequency that the nose detects as a particular smell • Moncrieff’s Stereo-chemical theory – Sometimes referred to as the lock and key theory – Odor is dependent on the shape of the molecule and how it fits into a receptor and activates it • Odotope theory – a combination of activated receptors is responsible for any one smell – Receptors recognize only small structural features on each molecule, and the brain is responsible for processing the combined signal into an interpreted smell.
- 12. NO NOSE! #VodkaAndCaviar @vodkabeluga#BelugaVodka #TOTC2019 Anosmia is the inability to smell certain aromas One in 3 people can not smell Musk which is a key component of many perfumes! Parosmia is an abnormality where the brain cannot properly identify an aroma and most often the detected odor smells extremely unpleasant (chemical, faeces, rotting flesh) Phantosmia – olfactory hallucinations that appear in the absence of an aroma and are often again unpleasant!
- 13. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 HOW DO WE DESCRIBE SMELL AND TASTE? There are over 40,000 aroma components identified in plants, foods Most display multiple characteristics How we describe and speak to flavor has always been a challenge Words like Chemical, artificial, fresh are all ambiguous #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
- 14. The lifecycle ofthe association What does it remind you of? ASSOCIATION PROCESS Describes the product in detail and relates to the olfactory impression The non-olfactory or gustatory factor EFFECT DESCRIPTOR The beginning of wisdom is the definition of terms.” ― Socrates FLAVOR LANGUAGE DESCRIPTIVE PROCESS #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
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- 16. PROVOKING AN EMOTIONAL RESPONCE #VodkaAndCaviar@vodkabeluga #BelugaVodka #TOTC2019
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- 18. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 PROVOKING AN EMOTIONAL RESPONCE • Aroma triggers a memory and/or an emotion by activating the olfactory pathways leading to the limbic system • Neurotransmitters when released affect the brain and influence our physical, mental and emotional states • Strongest interconnections in the brain are made between birth-10 years • Strongest memories of aroma relate to early childhood
- 19. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 PROVOKING AN EMOTIONAL RESPONCE • A Good wine or cheese activates many odorant receptors and leaves a positive memory • A bad food or scent experience will leave a lingering salty memory that may last forever!
- 20. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 Smell the aroma on the blotter. How does it make you feel? Choose the response that most resonates.
- 21. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 “I have the simplest tastes – I am always satisfied with the best.” Oscar Wilde
- 22. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 Inessential LUXURY IS…
- 23. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 Inessential Desirable LUXURY IS…
- 24. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 LUXURY IS… Inessential Desirable Difficult, or expensive, to obtain
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- 26. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 30 45 90 Resting period (days): 60 VODKA AND CAVIAR
- 27. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 STURGEON TAXONOMY
- 28. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 THE STURGEON Can live to 120+ years Can grow to 1573 kg (1.7 tons) and 7+ feet long.
- 29. CAVIAR - Malossol: 3-5%salt added after washing and sieving - 1876: Germany fished out - 1925: USA fished out - 1991: End of USSR, Caspian Sea sturgeon populations start collapsing - 2019: 85% of all sturgeon are endangered Inessential Desirable Expensive/Difficult to obtain #VodkaAndCaviar @vodkabeluga #BelugaVodka #TOTC2019
- 30. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 BOWFIN– NORTH AMERICA’S PREHISTORIC - Amia calva, not a sturgeon, grows to 22lbs (10kg) , 28 inches long and to about 10 years old. Caviar known as “Choupique caviar”.
- 31. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 THE CAVIAR – SIBERIAN STURGEON - Acipenser baerii, Siberian sturgeon, grows to 143lbs (65kg) , 6 feet (2 meters) long and to about 60 years old
- 32. #VodkaAndCaviar @vodkabeluga #BelugaVodka#TOTC2019 THE CAVIAR – STERLET STURGEON - Acipenser ruthenus, Sterlet , grows to 35lbs (16kg), 3 feet (1 meter), and about 25 years old. - Small, delicate eggs, often sold as “Imperial”, “sevruga” or the rare albino
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