On Bong Appetit, we're trying to show that cannabis can be delicious, that its flavor can be used in a variety of ways to enhance a recipe, like any other herb. So we smell everything, taste everything, and then if we want it to be psychoactive, we look at the recipe and we're like, "OK, what's the best way to infuse this?" Like, maybe we'll use THC olive oil if we want to get people stoned or CBD honey if we want them to relax.
We really work with the chefs. Our pantry is like a giant spice rack that they get to play around with. You have to be careful with flower, though. It's easy to get that green, muddled, flavor, like bitter plant matter—think over-steeped tea.
Take Louis Tikaram. Holy shit, is he a talented chef—and his palate is insane. He makes this salad dressing in a mortar and pestle, with these deep-fried chiles. So, I was like, "Let's also deep-fry some cannabis buds." We took one batch pretty far, so it got pretty crispy. And it had this slight acrid, bitter taste to it—I could taste it, but I insisted, "No, it'll be fine; let's throw it in there." And then he tasted the dressing and he kind of gave me this look like, "I'm getting a little hint of bitterness." And I was like, "You fucker." And he was right!
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