Turning Sensory Science into Action
The World Taste & Smell Association (WTSA) is a global alliance of sensory experts, advocates, and innovators committed to advancing the science of taste and smell—and its vital role in quality of life.
As a nonprofit think tank, applied research partner, and media platform, WTSA translates sensory science into real-world impact through education, advocacy, and public engagement.
We foster cross-disciplinary collaboration, champion equity in sensory health, and empower innovation across healthcare, consumer products, and culture.
From taste and smell disorders to multisensory product development, WTSA leads high-impact initiatives that bridge research, storytelling, and strategic partnerships to improve well-being for all.
Nine in ten people we surveyed said a scent had brought back a personal memory. Three in four said a scent had returned a memory they had completely forgotten. Join WTSA’s Mindy Yang with Rachel Herz, PhD, and Martha Bajec, PhD, live on World Taste & Smell Day at 2 PM ET as we present our 2026 report.
World Taste & Smell Day Live:
The Human Taste & Smell Spectrum:
9/14 at 2 PM ET
This Year’s WTSA
Global Taste & Smell Summit is Online
Designing the Feel.
September 14 is World Taste & Smell Day — the entire month of September is World Taste & Smell Month. This year, the WTSA Summit includes more researchers, clinicians, creators, and curious minds from every timezone. Join the conversation.
Did You Know
Almost everyone's body makes the sulfur compounds in asparagus pee, but only about 40% of people can smell them. A large genetics study traced the difference to a cluster of olfactory receptor genes on chromosome 1, so this is a detection lottery! Half the room is producing a smell they will never know exists.
The Silent Epidemic
Disorders of smell and taste are common, consequential, and largely invisible. Here is what the science shows — and why it deserves your attention.
Smell
Seven factsSmell bypasses the thalamus
Every other sense relays through the thalamus before reaching the cortex. Smell skips that step. Its signals reach the amygdala and hippocampus, the brain’s emotion and memory centers, within a synapse or two. It’s one reason a scent can trigger such potent memories.
You have your own odor
Each of us carries a unique personal scent signature.
Smell starts in the womb
In the third trimester, a fetus can detect odors in the amniotic fluid, including traces of what its mother eats. Within days of birth, a breastfed newborn can pick out its mother by scent alone.
Olfactory cells regenerate
Most nerve cells, once lost, are gone for good. Olfactory neurons are a rare exception. They’re replaced throughout life, many every month or two.
Receptors are everywhere
Olfactory receptors aren’t only in your nose. They’ve been found throughout the body, where they appear to play roles in wound healing, hair growth and metabolic control. They may even help a sperm find an egg.
People can track like dogs
Dogs have far more smell receptor cells than we do, yet humans outperform them on some odors. UC Berkeley researchers showed that people on hands and knees can follow a scent trail across a field, and get better with practice.
Not everyone can smell
At least 139 medical conditions are associated with anosmia or reduced smell. Some arrive through illness or injury; some people are born without the sense at all.
Taste
Eight factsThe tongue map is a lie
That grade-school diagram of taste zones isn’t real. There are no separate regions of the tongue for specific tastes.
Supertasters are real
Roughly a quarter of people experience certain bitter compounds (and often other tastes) with unusual intensity. It’s partly genetic, and scientists are still working out the rest.
You’ve never seen a taste bud
Those bumps on your tongue are papillae. Most carry no taste buds at all; they grip food and sense texture. The microscopic buds sit inside the rest.
Taste isn’t only on the tongue
Taste buds also sit on the soft palate, in the throat and in the upper esophagus. Taste receptors turn up even farther afield, in the gut and airways.
About ten days
That’s the average life of a taste cell. Each bud is constantly rebuilt from within. Some cells last just over a week, others several weeks.
About three inches
The average adult tongue, tip to root.
We taste with the nose and brain
Taste buds detect five basics: sweet, salty, sour, bitter and umami. Most of what we call flavor comes from retronasal smell, as aromas rise from the back of the mouth to the nose while we chew. Texture, temperature, sight, setting, culture and memory layer on top.
Some preferences are inherited
Variants in a bitter-taste receptor gene change how strongly you sense certain bitter compounds. A variant among smell-receptor genes is linked to whether cilantro tastes bright or soapy.
Sources
Numbers match the facts above.
- 01
Sarnat HB, Flores-Sarnat L, Wei XC. Olfactory development, part 1: function, from fetal perception to adult wine-tasting. J Child Neurol, 2017.
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Penn DJ et al. Individual and gender fingerprints in human body odour. J R Soc Interface, 2007.
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Sarnat HB, Yu W. Maturation and dysgenesis of the human olfactory bulb. Brain Pathol, 2016.
Macfarlane A. Olfaction in the development of social preferences in the human neonate. Ciba Found Symp, 1975.
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Ullah MN, Rowan NR, Lane AP. Neuroimmune interactions in the olfactory epithelium: maintaining a sensory organ at an immune barrier interface. Trends Immunol, 2024.
- 05
Maßberg D, Hatt H. Human olfactory receptors: novel cellular functions outside of the nose. Physiol Rev, 2018.
- 06
Porter J et al. Mechanisms of scent-tracking in humans. Nat Neurosci, 2007.
McGann JP. Poor human olfaction is a 19th-century myth. Science, 2017.
- 07
Leon M, Troscianko ET, Woo CC. Inflammation and olfactory loss are associated with at least 139 medical conditions. Front Mol Neurosci, 2024.
- 08
Spence C. The tongue map and the spatial modulation of taste perception. Curr Res Food Sci, 2022.
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Bartoshuk LM et al. PROP (6-n-propylthiouracil) supertasters and the saltiness of NaCl. Ann N Y Acad Sci, 1998.
Garneau NL et al. Crowdsourcing taste research: genetic and phenotypic predictors of bitter taste perception as a model. Front Integr Neurosci, 2014.
- 10
Garg R, Trillo G, Brizuela M. Anatomy, head and neck, tongue taste buds. StatPearls, 2025.
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Garg R, Trillo G, Brizuela M. Anatomy, head and neck, tongue taste buds. StatPearls, 2025.
Finger TE, Kinnamon SC. Taste isn’t just for taste buds anymore. F1000 Biol Rep, 2011.
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Perea-Martinez I, Nagai T, Chaudhari N. Functional cell types in taste buds have distinct longevities. PLOS ONE, 2013.
- 14
Shepherd GM. Smell images and the flavour system in the human brain. Nature, 2006.
Chandrashekar J et al. The receptors and cells for mammalian taste. Nature, 2006.
- 15
Kim UK et al. Positional cloning of the human quantitative trait locus underlying taste sensitivity to phenylthiocarbamide. Science, 2003.
Eriksson N et al. A genetic variant near olfactory receptor genes influences cilantro preference. Flavour, 2012.
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Listen up.
Join us for inspiring stories and bold ideas from visionaries redefining the future of taste and smell.
Hosted by Mindy Yang and Stephanie Feuer,
The World of Taste & Smell is a podcast series that unpacks the art, science, and innovation shaping our sensory world.
Why Should You Care?
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Dr. Steven Nissen
“Smell loss can significantly affect mental health and quality of life.”
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Rachel Ray
“Flavor is at the heart of cooking; supporting research in this area benefits everyone.”
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Gordon Ramsay
“Losing your sense of taste or smell can change your relationship with food forever.”
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Padma Lakshmi
“Our ability to taste and smell is integral to our cultural and culinary identity.”
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Andrew Zimmern
“As a chef, I can’t imagine the impact of losing my sense of taste and smell; it’s devastating.”
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Tom Colicchio
“Supporting research in taste and smell disorders can help improve the lives of millions.”
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Dr. Tim Spector
“Our senses play a vital role in our health and nutrition.”
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Dr. Scott Gottlieb
“Sensory disorders can be early signs of neurological diseases.”
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Dr. Scott E. Kern
“Cancer treatments can affect taste and smell, making supportive care essential.”
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Thomas Keller
“The complexity of flavor is what makes cooking an art; losing that is losing a sense of artistry.”
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Dr. Danielle Reed
“Genetic research in taste and smell can reveal important insights into human health.”
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Chef José Andrés
“Supporting research in taste and smell is supporting the essence of culinary arts and human experience.”
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Dr. Bruce Boeckx
“Smell and taste disorders can lead to significant changes in dietary habits and overall health.”
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Jiro Ono
“The art of sushi relies on the delicate balance of taste and smell; these senses are irreplaceable.”
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Dr. Thomas Hummel
“Understanding smell loss can help us address broader health issues.”
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Dr. Barry Smith
“Taste and smell are often the first senses to decline, affecting nutrition and quality of life.”
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Dr. Robert Henkin
“Many people suffer in silence from taste and smell disorders, which can lead to depression and anxiety.”
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Sarah Jessica Parker
“Experiencing the loss of taste and smell due to COVID was a real eye-opener. It’s something you never think about until it’s gone, and it significantly impacts your quality of life.”
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Dr. Alan Hirsch
“Taste and smell disorders are more common than people realize and can greatly impact daily life.”
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David Chang
“As chefs, we need to support research that helps preserve our most essential tools: taste and smell.”
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Tom Hanks
“My wife and I both lost our sense of taste and smell when we had COVID-19. It really affected our daily lives and made us aware of how integral these senses are.”
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Discover U-Smell-It— a simple, science-backed way to check your sense of smell and contribute to groundbreaking research. Developed by Yale professor and XPRIZE-winning scientist Derek Toomre with CEO Kimmo Piironen, this rub-and-sniff test turns everyday curiosity into meaningful longitudinal data.
For just $35, you’ll receive a set of test cards that connect to the secure U-Smell-It app, helping both you and scientists track changes in smell over time. Each purchase supports the World Taste & Smell Association’s nonprofit mission to advance sensory health and education.
Umema by Ugo Charron,
a limited-edition perfume
“Creating UMEMA was a journey of synesthetic exploration, celebrating a fragrance that transcends traditional boundaries, connecting us all through the universal language of scent.” Launching at the Global Taste & Smell Summit.
UMEMA is sold here, at
the Museum of Food & Drink (MOFAD), + Perfumarie.
100% of the proceeds will support the
World Taste & Smell Association and Anosmie.org.
This project is made possible by Perfumarie, MANE, Ugo Charron, the World Taste & Smell Association, Stephanie Feur, and Emmanuelle Dancourt.
Support us via
WTSA merch!
We are grateful for your collaboration & support:
Advisors, Catalysts, & Collaborators
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![Professional portrait of a male doctor wearing glasses, a white coat, a light blue shirt, and a green tie, standing against a plain beige background.]()
Joshua M. Levy, M.D., M.P.H., M.S.
Clinical Director, Sinonasal and Olfaction Program, NIH NIDCD
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![A smiling man with glasses, short brown hair, and a black collared shirt, outdoors with a cloudy sky in the background.]()
Alex Woo, Ph.D.
CEO, W2O, Flavor Scientist & Innovation Expert, WTSA Board Member
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![Paule Valery Joseph is an American nurse and researcher at the National Institute on Alcohol Abuse and Alcoholism, awarded tenure at the National Institutes of Health (NIH).]()
Paule Joseph, PhD CRNP FAAN
Co-Clinical Director & Senior Researcher, Sensory Science and Metabolism (SenSMet) NIH/NIAAA
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![Stephanie Feuer Co-Founder & Chair of the Board, World Taste & Smell Association]()
Stephanie Feuer
WTSA Co-Founder, Writer & Advocate
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![WTSA Board Amy Marks-McGee is an award-winning creative marketing professional with over 25 years of success within the fragrance & flavor industry.]()
Amy Marks-McGee
Trend Expert (TrendIncite) and WTSA Board Member
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![Gabrielle Marks is a steering committee member at the World Taste & Smell Association. She is anosmic.]()
Gabrielle Marks
Trendcaster & Anosmia Advocate, WTSA Steering Committee
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![World Taste & Smell Association's Board member Jenna Troyli is Co-Founder of Noted Communications.]()
Jenna Troyli
WTSA Board Member & Co-Founder, Noted Communications
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![Benjamin Smith is the President of Monell Chemical Senses.]()
Benjamin P.C. Smith, Ph.D.
Executive Director & President, Monell Chemical Senses Center
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![WTSA Advisor is an expert in rhinology & minimally invasive skull base surgery. Dr. Jonathan Overdevest focuses on therapies and procedures that restore sinonasal function.]()
Dr. Jonathan Overdevest
Assistant Professor, Rhinology & Skull Base Surgery | Department of Otolaryngology - HNS, Columbia University Irving Medical Center | New York Presbyterian
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![Mindy Yang is a celebrated sensory expert, flavor hacker, olfactory artist, perfumer and humancentric designer.]()
Mindy Yang
WTSA Co-Founder & CEO, Sensory Expert, & Human Experience Optimizer
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![Professional woman with shoulder-length black hair, smiling, wearing a gray blazer and a light-colored shirt, against a dark background.]()
Tian Yu, Ph.D.
AI in Sensory & Consumer Science | CPG Digital Taste & Smell Expert
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![Nadia Kadri is an entrepreneur, writer, chai enthusiast, and fragrance lover based between New Jersey and New York City.]()
Nadia Kadri
@NewYorkNose and perfumeversenyc
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![A black and white portrait of a woman with short, wavy blonde hair, wearing hoop earrings and a black turtleneck, smiling slightly against a plain background.]()
Carla Seipp
Beauty & fragrance journalist
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![A close-up portrait of a man with light skin, brown hair, and blue eyes, standing in front of a bookshelf filled with thick, green law books.]()
Derek Toomre, PhD
Professor of Cell Biology, Yale School of Medicine
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![Portrait of a smiling woman with long dark hair wearing a blue patterned shirt outdoors.]()
Dr. Kavita Bhatnagar
Food Scientist, Author, Times Power Icon- Food, Nutrition & Eating Behaviour (Challenging fear driven narratives around food)
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![A woman with shoulder-length hair wearing a blazer, sitting with her hand on her chin in a thoughtful pose.]()
Caroline McMillan, PhD
Sensory Design, Research + Technology | Speaker | Odor2Action Lab Research Fellow | EXIST-Women Scholar | Podcaster
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![A man with a beard and short hair, smiling, wearing a black jacket against a brown background.]()
William Harris
Founding Partner at AvroKO, Award-Winning Hospitality Innovation Icon
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![A professional man with glasses, short dark hair, wearing a dark suit and blue shirt, smiling in an indoor setting.]()
Dan Vinh
Vice President of marketing and communications at the Culinary Institute of America (CIA)
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![Portrait of a young man with curly dark hair wearing glasses, a dark pinstripe suit, white shirt, and patterned tie, smiling against a plain white background.]()
Christian Santiago, MBA
Advancement Officer, the Society of Fellows, Culinary Institute of America.
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![A man with glasses and dark hair, smiling, dressed in a black suit with a purple and white striped shirt and a yellow bow tie.]()
Dr. David Rosen
Associate Professor Thomas Jefferson University
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![A woman with shoulder-length brown hair smiling at the camera, wearing a denim jacket over a patterned top, against a plain light background.]()
Dr. Bernadette Cortese
Associate Professor of Psychiatry and Behavioral Sciences, Medical University of South Carolina. Scientific interest in olfactory function with stress, anxiety, and PTSDScientific
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![Smiling woman with black hair, glasses, and gold jewelry, wearing a blazer and white shirt.]()
Colleen McLeod Garner, MBA
Commercial Space | CPG, Space, & AI-Driven Innovation | Visionary Business Development | Beta Gamma Sigma | Top 100 Women in Aerospace & Aviation Nominee
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![A smiling young man with blonde hair, wearing a suit, outdoors with trees in the background.]()
Kimmo Piironen
CEO, u-Smell-it™: An XPRIZE winning Rapid Smell Test for large population COVID-19 Screening and Surveillance.
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![A young man in a gray suit and glasses smiling against a green background.]()
Brian Lin
Research Assistant Professor at Tufts University, CellSor Co-Founder, Tufts University School of Medicine and the Graduate School of Biomedical Sciences (GSBS)
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![Portrait of a young man with brown hair smiling, wearing a white shirt and a dark blue plaid blazer against a gray background.]()
Eric Vanderson
Co-Founder, Taste Compass. Biotech leader turned food science entrepreneur
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![A woman with dark curly hair wearing a black top and brown blazer, standing indoors.]()
Laura Sisson
Co-founder and CTO at PATINA (Molecular design for flavor, fragrance and functional cosmetic ingredients)
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![A smiling man with short gray hair and a beard, wearing an orange button-up shirt against a plain gray background.]()
Andrew Ford
Co-Founder, Taste Compass. Tech visionary behind FlexBooker and CityEats
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![A man with a bald head and a beard, wearing a black T-shirt, posing against a black background.]()
Aaron Wisniewski
Sensory Designer. Pioneering the flavor, function, and culture of the modern drinker who prioritizes health and wellness. CEO & Founder of Alice and the Magician, Founder/CEO of Guinep Recovery Cocktail, Advisor/Board Member of OVR
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![A woman with shoulder-length wavy hair wearing a green sweater and hoop earrings, smiling outdoors with green foliage in the background.]()
Liz Alvarez
Director of Programs @ The Connected Chef | Transformative Partnerships and Operations | Culinary Consultant from Kitchen to Table
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![Black and white portrait of a man with short dark hair, wearing a dark shirt, looking directly at the camera with a serious expression.]()
Sean Raspet
Co-founder and CEO at PATINA (Molecular design for flavor, fragrance and functional cosmetic ingredients)
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![A smiling woman with shoulder-length brown hair, wearing a gray blazer and a dark top, against a gray background.]()
Alissa (Allen) Nolden
U Mass Assistant Professor. Dual-title Ph.D. in Food Science and Clinical & Translational Science.
• Chemosensory function during and after cancer treatment • Genetic differences and individual differences in perception • Plant-based foods and consumer perceptions of sustainable foods -
![A man with gray hair smiling and holding a cotton swab near his nose, standing in front of shelves with bottles and jars, possibly in a pharmacy or laboratory.]()
Darryl Do
WTSA Board Member, Perfumer & Flavorist Delbia Do
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![Portrait of a woman with short hair wearing a dark sleeveless top and gold jewelry, posing with her hand near her face against a plain background.]()
Mei Xu
Entrepreneur, Founder of Blueme Fragrances, Author of “Burn”, Forbes
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![Black and white photo of a woman with shoulder-length hair, resting her head on her hand, looking at the camera with a serious expression.]()
Alex Highsmith
Non Alc Enthusiast + Retail Specialist @ahigh4life Co-Owner @Spirited Away Director of Sales @Guinep Recovery Cocktail Actor & Award Winning Producer of @Epinephrinefilm
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![A woman with short brown hair resting her chin on her hand, sitting indoors with colorful artwork on the wall behind her.]()
Sylvie Florman
Freelance Writer & Content Creator, Architectural Digest, Condé Nast Traveler, Edible Manhattan, Hunker Home, Cool Material, & more.
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![Close-up of a woman with shoulder-length brown hair, wearing glasses, smiling in front of a bookshelf.]()
Amanda Montague
Chief Mission Officer at Multiple Sclerosis Association of America (MSAA)
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![Close-up portrait of a middle-aged man with light skin, short light-colored hair, and a slight smile, wearing a dark-colored shirt with a patterned collar.]()
Michale Harney
Vice President & Tea Taster, Harney & Sons Fine Teas
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![A woman with glasses holding a mug and smiling, standing against a yellow wall.]()
Brigitte Harney
Manager/Buyer at Harney & Sons Fine Teas
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![Close-up of a woman with dark hair smiling at the camera.]()
Leah Holzel
Culinary professional and author, with a focus on culinary research and recipe design for anosmia. I offer one-on-one guidance in smell training and coaching to individuals navigating smell loss.
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![A woman with shoulder-length brown hair smiling at the camera, wearing a blue dress with white polka dots and gold earrings.]()
Raechel Hammer
Senior Director of Philanthropy and Government Relations, Monell Chemical Senses
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![A woman with brown hair smiling outdoors, wearing a black blazer and white shirt.]()
Staci Vernick
Senior Director, Communications & Marketing at Monell Center
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![A portrait of a woman with medium-length black hair, wearing a black top and small earrings, smiling softly against a plain background.]()
Nazli Parvizi
President MOFAD (Museum of Food & Drink), Advisor, Cork Collective,
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![Portrait of a middle-aged man with glasses, a beard, wearing a suit and tie, outdoors with trees in the background.]()
R. Kyle Palmer
CSO, COO, Opertech Bio
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![A smiling man in a gray suit at a gathering or conference, with a blurred crowd in the background.]()
Scott Bartman
Founder at Bartovation
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![A smiling man with short dark hair, wearing a navy blue jacket, against a dark background.]()
Nicolas Alvarez Noblia
Staff Sensory Analyst @ Pura | MBA & Business Analytics Candidate | Food Scientist | Multicultural Leader in Sensory Innovation
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![Smiling man sitting at a white table with bottles of skincare products, a jar of lemon water, and a yellow flower in a bright, modern kitchen.]()
Timothy Cunninghamm
Chief Executive Officer at Smell Taste Technology, LYTE Balance
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![Portrait of a smiling woman with long dark hair wearing a purple blouse against an orange background.]()
Jarin Chu
GTM Leader | New Space Advisor | Anthropologist | Lover of Food | Asker of Deep Questions
