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Taste uncovered

25.05.2016 AEG : Tasteology : Documentary
Tasteology by AEG, London

London – Home appliances manufacturer AEG has released a four-part documentary on the science of taste.

  • Psychologists, chemists, activists and Instagrammers share their thoughts on taste
  • The series invites viewers to think more scientifically about the way they source, prepare and enjoy food at home

Released on 25 May, Tasteology explores the world of gastro physics, explaining how factors including source, storage and experience affect taste.

The documentary team travelled from the forests of Kyoto, where chefs practise the art of foraging, to a Wagyu cow farm in Germany to explain how storing ingredients in optimal conditions enhances taste and reduces waste.

Whereas many educational resources focus on how to cook a meal, Tasteology is more interested in why certain methods, circumstances and tools create different taste experiences.

‘A lot of people ask if science gets in the way of creativity and then you have other people who ask ‘doesn’t creativity get in the way of science?’,’ says Jozef Youssef, chef and founder of Kitchen Theory.

The Big Picture

Tasteology points to a future in which people are more scientifically critical of food brands and suppliers. Now it is more important than ever to appeal to consumers’ rationality as well as their emotions in an era of Whole-system Thinking.