Potato Grower

96 POTATO GROWER | JANUARY 2017 Diggin' In Diggin' In Diggin' In Diggin' In Diggin' In Diggin' In CONSUMERS | Industry Report Developing a consumer's perfect potato Acquired Taste It is becoming increasingly important that the flavor of potatoes caters to the wish of the consumer. However, there are many misconceptions about flavor. This article gives some scientific facts about flavor and how the potato sector can use this to its advantage. Hans van Doorn, program leader for quality, biometry and quantitative genetics at international potato breeding and marketing company HZPC, has been working with his team for 11 years to make all properties of a potato measurable. "What many people don't know is that you can measure flavor," says van Doorn. "Tools are available that measure thousands of fragments that are related to the properties of aroma and flavor. Together they reveal how a potato tastes. We also conduct research with a panel of trained connoisseurs. The potatoes are scored on flouriness, dryness, earthiness and freshness. Preference is subjective, but flavor is objective and is therefore measurable." FACT 1: AROMA AFFECTS HOW MUCH WE EAT Dutch scientists conducted an experiment in which volunteers were given a dessert to eat while their nostrils were exposed to various aromas. What happened? The stronger the aroma, the fewer bites were taken. By manipulating the aromas, 5 to 10 percent less was eaten. FACT 2: COFFEE TASTES BETTER IN A PROPER MUG THAN IN A PLASTIC CUP Researchers in the U.S. discovered that the firmness of a cup affects how people assess the taste and quality of coffee. The same beverage in a proper mug was more appreciated than when it was offered in a plastic cup. This study clearly shows the importance of not underestimating good presentation. FACT 3: SOME PEOPLE HAVE MORE TASTE BUDS THAN OTHERS The perception of taste and aroma varies. Some people have a stronger perception of flavors than others. This does not automatically mean that they are connoisseurs. We've all experienced loss of taste when we have a cold. A stronger flavor is then necessary for us to taste something. This principle also applies for people who have a strong sense of taste. HOW CAN THE POTATO SECTOR USE THIS INFORMATION TO ITS ADVANTAGE? "You can create a variety that tastes perfect, but it still may not appeal to everyone," says van Doorn. "The majority of people know that flavor, aroma and texture go hand in hand, but the facts mentioned above show that the perception of taste is also an important factor. "The perception of taste is strongly influenced by a person's personality and the context in which they eat—in other words, social and psychological factors. This is often given little consideration. Researchers even consider it to be 'interference,' because these factors are beyond their control and are not constant. They do everything in their power to exclude them from Flavor is objective and is therefore measurable. The perception of taste is strongly infl uenced by the context.

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