Our Founder & CEO

Dr Heber Rodrigues is a Sensory Scientist with a Doctorate in Sensory Perception and Consumer Psychology from the University of Burgundy in France. He has served as a Lecturer at Plumpton College and as Researcher at the UK Centre for Excellence in Wine Research in Brighton. His scientific interests focus on wine perception, flowers, and the mechanisms involved in wine taster's cerebral representations. A member of the British Society of Flavourists and a scientific counsellor for the OIV, Dr Rodrigues is also the co-author of the book Consumer Research Methods in Food Science (Springer Nature & Humana Press - New York). Heber is the founder and CEO of Yayin Sense, a British company dedicated to helping businesses and professionals achieve sensory excellence, enhancing customer experience and satisfaction. On a personal level, Heber is a Chablis wine lover. He is passionate about history, flower arrangements. He is also a fencer, with épée as his weapon of choice. Heber enjoys traveling and has a special love for islands, with Iceland, the Azores and Cyprus being his favourites.