In this episode of The Tomorrow Today Show, host Mike Lee teams up with guest co-host Ali Bouzari (food scientist and co-founder of Pilot R&D) to explore why flavor—not nutrition labels or environmental impact—is the most powerful force in our food system, and how we can harness it to transform what we eat. Junk food companies have built billion-dollar empires by cracking the code on “bliss points”—the perfect mix of salt, fat, sugar, and crunch that makes your brain say “more.” But what if we could use that same power for foods that actually serve us? This episode reveals why sustainable foods won’t win through guilt trips alone—they need to be irresistible. From breeding vegetables for flavor first to transforming industrial waste into restaurant-quality protein, we explore how the most promising food innovations aren’t asking people to sacrifice pleasure for virtue—they’re making virtuous choices more pleasurable. You’ll discover why we’ve accidentally bred the taste out of common produce, how fermentation unlocks entirely new flavors from food waste, and why deliciousness is the true vehicle for solving climate change and public health crises. Featured Guests: Mario Ubiali (Founder of Thimus) - Using EEG to decode the brain’s flavor processing in real-time Ori Zohar (Co-founder of Burlap & Barrel) - Revolutionizing spice transparency and challenging our sawdust-accustomed palates Mette Johnsen (CEO of Spora) - Turning food waste into culinary gold at Copenhagen’s boundary-pushing Alchemist restaurant Are we living in the twilight of universal taste, where mass appeal is becoming impossible? Or can we still create foods that unite us around deliciousness? Whether you’re a chef, food scientist, or simply someone who believes virtue should be irresistible, this episode reveals how flavor is the secret weapon for building a more sustainable and delicious food future.