Innovator, curser.
Photo: Fernando Leon/Getty Images
“The funny thing is that I can make some stupid fucking hipster dish with Dorito powder and serve it on roasted corn with fucking lime juice and people would eat the shit out of it. If I say, ‘That’s got MSG in it,’ no one’s going to say, ‘Well, that sounds delicious.’ But if I put Doritos on it…for fuck’s sake, Taco Bell’s marketing it directly.” —The Momofuku chef is working to change not only the way people perceive glutamic acid, but also how they taste it. [BuzzFeed, Related]
