If the first bite is with the eye and the second with the nose, some people will never take that third, actual bite if the food in question smells too fishy, fermented or cheesy.

The quote “If the first bite is with the eye and the second with the nose, some people will never take that third, actual bite if the food in question smells too fishy, fermented or cheesy.” by Yotam Ottolenghi delves into the psychological and sensory experience of eating. Ottolenghi, a celebrated chef, author, and culinary innovator, is known for his adventurous use of Middle Eastern and Mediterranean flavors. In this quote, he explores how visual presentation and aroma influence whether someone is willing to taste unfamiliar foods, especially those with strong or unusual smells.

The phrase “first bite is with the eye” refers to the idea that appearance plays a major role in how we perceive food—if a dish looks appealing, we are more likely to try it. The “second with the nose” emphasizes that smell can either draw us in or immediately repel us. Ottolenghi highlights the fact that many people will not proceed to the actual tasting—the third bite—if the aroma triggers a negative response, particularly with ingredients that are fermented, pungent, or culturally unfamiliar.

This quote likely stems from Ottolenghi’s experiences introducing bold, traditional flavors from different cultures to more Western palates. Ingredients like fish sauce, blue cheese, or kimchi—which are celebrated in many cuisines—can be initially off-putting to those not accustomed to their intensity. His observation reflects a broader truth about culinary bias and how cultural conditioning shapes our willingness to explore new tastes.

Ultimately, Ottolenghi's words remind us that openness and curiosity are essential in the world of food. He challenges eaters to go beyond their initial judgments—visual or olfactory—and give unfamiliar dishes a fair chance. The quote is both a commentary on human sensory perception and a subtle nudge toward greater culinary courage, inviting us to discover flavors that might surprise and delight us—if only we take that third bite.