We don’t fully control our capacity to taste. Taste isn’t merely something we have; rather, it’s a practice we engage in “together with others” (Voß and Guggenheim 2019). It’s a bio-social skill, shaped by shared experiences and influences. For this reason, our taste can be influenced by products from food giants. Our expectations have been standardized by industrial food production, so we enjoy eating together under the norms set by the food industry. We’re drawn to the “unholy trinity” of salt, fat, and sugar (Moss, 2014). However, because tasting is also a social and cultural experience, our “palate” has the potential to be redefined. We can choose to move away from ultra-processed foods and take back cooking from large corporations (Pollan, 2013). This lecture and experimental tasting session explore the possibilities of reshaping our “industrial palate” (van Esterik, 2018). Is it possible to taste, eat, and drink beyond the offerings of the food giants? What might be the cost of such an endeavor? And why should we consider embracing bitterness along the way?