Muscat – The Italian Embassy in Muscat, in collaboration with Sultan Qaboos University (SQU), held a seminar titled ‘The Taste of the Mind: Where Science and Cooking Meet’ on Tuesday as part of the ninth edition of the Italian Cuisine Week.
The event, which took place at SQU’s College of Nursing, was held under the patronage of H H Sayyida Dr Basma bint Fakhri al Said and focused on the theme ‘Mediterranean Diet and Cuisine of the Origins: Health and Tradition’.
The seminar featured a presentation by Vincenzo Russo, a professor of consumer psychology and neuromarketing at IULM University in Milan. Over two hours, Russo shared insights into how human senses influence dietary choices and consumer behaviour, exploring the connection between scientific research and culinary practices.
He highlighted the nutritional benefits of the Mediterranean diet and discussed how Mediterranean foods have deep-rooted historical and cultural significance.
The presentation brought together academics, students and food enthusiasts to discuss how dietary habits influence well-being and preserve cultural traditions.
Prof Russo shared insights into how human senses influence dietary choices and consumer behaviour
Following the seminar, Russo expressed his enthusiasm saying, “It was a great honour to participate as a spokesperson for IULM University and as an ambassador of neuromarketing on this day dedicated to the Mediterranean diet. Representing IULM here in Oman was significant, as it allowed us to explore the role that science and culture can have in teaching healthy and responsible eating.”
He thanked SQU, the Italian Embassy in Muscat and Italian Ambassador H E Pierluigi D’Elia for facilitating the programme, adding, “I hope this day opens new perspectives for future collaborations and for greater global awareness of our food culture.”
H E D’Elia described Mediterranean diet as a “pillar of Italian culture and one of the healthiest lifestyles globally”.
He added, “By sharing it with Oman, we hope to foster a deeper appreciation for its health benefits and culinary richness. It’s a beautiful blend of science, tradition and art.”
The ambassador also spoke about the deep connections fostered through such exchanges. “Through food and science, we can strengthen the bond between our countries. Events like these are about more than just recipes; they’re about building friendships and sharing values.”