Ihatov Bread and Coffee – Albuquerque, New Mexico
“The smell of good bread baking, like the sound of lightly flowing water, is indescribable in its evocation of innocence and delight.” ~ M.F.K. Fischer A colleague who was recently struck with a second bout of the Cabrona virus confided that while he could tolerate the malaise, coughing and body aches, what bothered him most was temporarily losing his sense of smell and taste. He shared that he couldn’t live with not being able to imbibe the aroma of freshly baked bread right out of the oven. That aroma is almost universally loved. For many of us, it promotes a Pavlovian response and catapults us back to very specific points in our formative years. These “odor-cued” memories may take place at a subconscious level, but they’re extremely powerful. A survey of 1,000 people which accompanied a Institute of Food and Health at the University College of Dublin revealed that 89-percent of their respondents indicated that the smell of bread made them happy with 63-percent saying it evoked happy memories. Respondents were asked for a word they associate with those memories. 29-percent listed the word “mom” or “mother” while 20-percent associated aroma-triggered memories of bread to the word “childhood.” The Institute was able…