Over 80% of our cerebral experience of food is in our olfactory perception of flavor. Flavor is food memory and the basis of cravings. We eat what we do — rightfully for our bodies or not — because of what our brains do with olfactory signals that come to us through the air inside our mouths and noses. My food work today is largely focused on designing food experiences that improve eating and sustenance of food on the planet for human and environmental health. Over the course of these last years as I have become involved in food I have had the pleasure to be involved in the starting up of and growth of Incredible Foods. Invented to get rid of plastic from food, Incredible Foods now gets us minimally processed food needed for nutrition in settings where nature’s direct produce is inaccessible with far more hydration than processed foods generally allow. We need water to breathe well — here is another way, with the corollary benefit of getting rid of plastic packaging.