Exploring the Content of Taste

Yorke Communications has a fun activity at the end of the week called Fridaze and we brought some food to the table to explore the contents of taste!

Elizabeth Yorke
Sep 10 · 4 min read

Yorke Communications offers content marketing services. As storytellers, writers and designers they create experiences through various forms of media engaging their audience with quality content.

No audience is the same; they have different experiences that give them different tastes.

Taste.

We dug deeper into our first understandings of taste — perceive or experience the flavour of — in food and shared some interesting stories, experiences and insights.

Left: Photo by Dan Gold | Right: Photo by The Creative Exchange on Unsplash

Tasting is Subjective

What do we like?

Eating is something we’ve done since we were born. And we all do it so differently — together or alone; depending on what kind of situation we’re in, what kind of day we’ve had or what memories have been evoked through food. Our different life experiences make tasting food very subjective.

The Yorke team took a look at some common foods and here’s how the felt about them —

Live survey on mentimeter; Right: Photo by Tyler Nix on Unsplash

If it doesn’t have caffeine it is not coffee. I trust it will wake me up and give me an uplifting feel.

It is just a stimulant

If I feel that I’ve been working a lot and need a break, I take a walk, have a few sips and I’m ready to get back to work.

I feel sad about coffee because I can’t drink it anymore

Live survey on mentimeter; Photo by José Ignacio Pompé on Unsplash

I FEEL JOY AND ANTICIPATION! Meat is good!

When meat is cooked at home there is a lot more joy

I can’t eat a full plate but I can taste and even as a “vegetarian” it’s juicy and delicious.

The smell of bacon is Christmas!

The element of surprise is more for meat — even on restaurant menu’s meat is more than vegetables

I was okay to eat meat till I found out where it came from

Crispy! After the first one, the others go down easily, then you can’t stop! yum!

I wouldn’t want an insect in my plate, let alone in my mouth or in my digestive system! It’s weird because I would eat meat but not meat in all forms.

You can “trust” that I won’t eat these!

The first one is disgusting because we’re taught from childhood, — “ew look at that cockroach in the bathroom”


Taste is objective

What is delicious?

To look at taste objectively, we took some notes from Dr Peter Klosse’s Taste Theory.

Taste is the engine of our food choice. We consciously or unconsciously choose the food and drink that we like best. People have become accustomed to a food pattern that is not always healthy and also harmful to the environment. The Health Council recommends eating more fruit and vegetables and less salt, sugar and processed food in general. This requires changing eating patterns and that is a major challenge. A condition for the change is that the desired diet is just as easy, affordable and delicious as what one now eats.

With Smaackcheck we identified different taste profiles of coating, contracting and drying and created and experimented with different foods and flavours.

Professor Peter Klosse’s theory of flavor describes how a dish can reach the pinnacle of flavor. For this two things are required: deliciousness, which is about the products themselves and the combination of six factors for culinary success, and liking, which is about the personal preferences of people tasting the dish.

Read more about the taste theory at Food Inspiration Magazine

Elizabeth Yorke

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When in doubt steam some idli’s

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