Powerful Food Memories

For many Americans, Labor Day—just two weeks away—represents the symbolic end of summer, as kids head back to school and thoughts turn to fall and the coming winter. And although opportunities to trigger food-related memories exist throughout the year, summer is a particularly ripe time for trips down that edible memory lane, as noted in a recent bit on National Public Radio.

I’ve long felt that documenting the statistical—and sensory—aspects of such memories could prove an excellent tool in product development. If we can determine that, hypothetically, 35% of first-generation Mexican Americans retain a fond memory of their abuela steaming homemade tamales, a commingled scent of masa, cumin and chiles wafting in the air, then building that aroma into a product makes perfect sense.

Food is a great connector, and fond memories of food from childhood can prove potent drivers in product acceptance—and repeat purchase.