Maple syrup

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Maple syrup

Real maple syrup as made from the tree tastes different than the imitation version. That is if you're paying attention.

And here's the thing. You don't need to be a maple syrup expert to register that difference any more than you need to be a trained golden eared audiophile to hear differences in cables, equipment, speakers, and rooms.

You do need to pay attention and approach the subject with an open mind.

A casual breakfast eater or stereo critic would likely not notice (or care) about the differences tasted or heard.

But focus either on the question at hand and bingo! we become instant experts.

Our senses are extraordinarily sensitive. At the same time, our protection systems that keep us out of sensory overload are remarkably effective.

Only when we switch on the attention spotlight do we begin to differentiate tastes and sounds.

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Paul McGowan

Founder & CEO

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