043: Connecting Culture, Pleasure and Sustainability of the Human Food Experience Through Neuroscience with Mario Ubiali

Essential Ingredients Podcast

English - July 13, 2022 01:00 - 25 minutes - 20.8 MB - ★★★★★ - 127 ratings
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Previous Episode: 042: Microalgae: Sustainable Superfood Emerges as Power Player in Alt Proteins with Yonatan Golan

Next Episode: 044: Water— The Ultimate Essential Ingredient— 100th Episode Celebration!! with Gina Bria

Future Food-Tech Alternative Proteins Series Part VI

in partnership with Future Food-Tech Alternative Proteins Summit, NYC June 21 - 22, 2022

Episode Description:

We all want to transition to something more sustainable. But if you take sustainability without the hedonic component, you take pleasure away from sustainability.” -Mario Ubiali

It's no secret that humans are emotional eaters. We can't help it—we're built this way! It is the way we deal with stress, the way we bond with our friends, and the way we console ourselves after a bad day.

Therefore, in order for sustainability to work in the food space, it has to be more than just a good idea—it has to be exciting, fun, and worth the effort. Sustainable eating is not about telling people what to do. It's about addressing the emotional, psychological, and cultural needs behind eating so as not to take the pleasure away from sustainability.

Mario Ubiali founded Thimus with the vision of humanizing the food experience. Their team consists of biomedical engineers and cognitive neuroscientists who have developed a high-level portable electroencephalogram/EEG device with dry sensors embedded in the hardware to provide neurophysiological data used in analyzing and interpreting human behavior, specifically towards food.

Listen as Justine and Mario discuss how technology helps us understand our food choices, why pleasure and sustainability must go together, how to encourage inclusivity and diversity in the food system, how food transforms humans, and what each of us can do to accelerate the rise of sustainability in the food space.

Meet Mario:

Mario Ubiali is the Founder and CEO of Thimus. He has 20 years of experience in the creation and scale-up of international service companies with highly innovative content. He has a strong focus on the growth of multidisciplinary teams, on the planning and execution of strategies aimed at implementing IP portfolios and positioning the company as a powerful generator of added value.

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Episode Highlights:

01:29 Thimus— Understanding the Human Food Experience

05:23 Accelerating the Neuroscience of the Food Experience