What Is "Good" Coffee? The Dark Side Of Flavour!

Have you ever thought about what flavours you enjoy and more importantly why? Have you considered how these preferences came about and the impact they have on an industry like coffee? In this video we dive deep into the bowels of flavour to understand how it works, why it can sometimes be problematic and things we can do to change it.

Relevant Links:
1. Edward F. Fischer, “Quality and inequality: Creating value worlds with Third Wave coffee,” Socio-economic Review 19, no. 1 (January 2021): 111–131. https://doi.org/10.1093/ser/mwz044
2. Prenatal and postnatal flavor learning by human infants, J A Mennella , C P Jagnow, G K Beauchamp
https://pubmed.ncbi.nlm.nih.gov/11389...
3. Human Foetuses Learn Odours from their Pregnant Mother’s Diet, Benoist Schaal, Luc Marlier, Robert Soussignan
https://academic.oup.com/chemse/artic...
4. A genetic variant near olfactory receptor genes influences cilantro preference
Nicholas Eriksson, Shirley Wu, et al.
https://flavourjournal.biomedcentral....
5. Conditioned taste aversions, Kathleen C. Chambers
https://onlinelibrary.wiley.com/doi/1...
6. Differential Contribution of Hippocampal Subfields to Components of Associative Taste Learning
Adaikkan Chinnakkaruppan, Marie E. Wintzer, Thomas J. McHugh and Kobi Rosenblum
https://www.jneurosci.org/content/34/...
7. Jaago And Smell The Coffee, Namisha Parthasarathy
https://sca.coffee/sca-news/25/issue-...
8. Sorting It Out: A Case For Democratic Lotteries, Ashley Rodriguez
https://bossbarista.substack.com/p/so...

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Music from #Uppbeat (free for Creators!):
https://uppbeat.io/t/qube/rebound
License code: N2VD5W0EUWBPRY64

Timecodes:
0:00 - Hook
0:43 - Title B Roll
1:00 - Important
1:28 - Introduction
3:46 - The Basics
7:28 - Flavour Preferences
13:22 - Flavour & Quality
17:14 - Flavour & Value
21:37 - What Can We Do?
24:33 - Wrap Up