TASTE IS A CULTURAL FACTOR BUT IT CAN BE TRAINED.
As a young man, he tells us, his passion for oil led him to give ultra-fine Greek, Tuscan and Umbrian oils with their full flavored and spicy taste as gifts. This enthusiasm inevitably led to clashes with his compatriots, used as they were to diverse flavors, those typical of the oils from Apulia. This anecdote shows that taste is subjective and frequently culturally determined rather than a matter of actual oil quality. Flavour and preference are culturally generated but we can all train our taste buds to new flavours and, to an even greater extent, quality.