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“In a lot of ways, a lot of smells that aren't necessarily edible smell good, and they remind you of certain aspects of food. So making those associations with what smells good or smells a certain way and pairing that with actual edible ingredients is one avenue that we take creatively.” — Grant Achatz
In a lot of ways, a lot of smells that aren't necessarily edible smell good, and they remind you of certain aspects of food. So making those associations with what smells good or smells a certain way and pairing that with actual edible ingredients is one avenue that we take creatively.