flavor is in the brain, not in foods

burger

“When it comes to eating and drinking, most of us generally assume that what we taste and smell is what’s there in the food. In fact it’s not. Fortunately, the categorical accuracy of what is or isn’t there is less important at the table than in the witness box. What actually matters at the table is perception. Perception is king when we’re eating and enjoying. It is its own reality.” ~ Harold McGee

Read the article HERE at Lucky Peach!

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