Our last Episode of this Season, and with this one we discover the field of neuroscience.Ever wondered why you like certain products? Well in this episode we try to get an answer. With Mario Ubiali we discussed the role of emotion in the food experience and the need for a more meaningful and sustainable approach to food. He explains the concept of cultural neuroscience and how our brain responds to food. Mario also shares his background and mission with THIMUS, a company that uses neuroscience to shape the future of food. He highlights the importance of understanding the brain's response to food and the need for a more balanced and diverse food culture. Mario Ubiali shares his experiences as an entrepreneur and the lessons he has learned along the way. He emphasises the importance of understanding the market and not romanticising it, as well as the need for adequate funding. Mario also shares his biggest mistakes and highlights the importance of reacting to and learning from them.Topics discussed are: The emotion we feel when we eat is a driving force in the future of food. The brain's response to food goes beyond nutritional value and is influenced by meaning and cultural identity. The food industry often focuses on convenience and overlooks the multidimensional nature of food. Understanding the brain's response to food can lead to a more meaningful and sustainable approach to food. Cooking is a powerful tool to reconnect with food and promote a more mindful and diverse food culture. Lessons for Entrepreneurs, like understanding the market and not romanticising it. Reacting to and learning from mistakes is essential for growth and success. Consider alternative funding options and evaluate the phase of your company before raising money. Corporate partnerships can provide valuable resources and growth opportunities. Younger generations have the potential to create positive change and should not be underestimated. And much more... Quote: "What really matters to humans in food experiences is much beyond the nutritional value of food. It usually has to do with the meaning."🙏 LEAVE A REVIEW If you like our podcast please leave us a review on your favourite platform – even one sentence helps! Thank you for your support; it helps the show a lot and it helps others to discover the show! 👋 GET IN TOUCH WITH US 👥 ⁠⁠Linkedin⁠⁠ 📸 ⁠⁠Instagram⁠⁠ 🌎 ⁠⁠⁠Website😊 The Guest: Mario Ubiali And his company: THIMUS

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