In a move to start holding educational events in the U.S., the non-profit Umami Information Center (UIC) elicited the help of Matrix to open up a North American office. The organization then went on to use marketing programs and PR to help increase awareness and understanding of the fifth taste.

Matrix organized a variety of large and small educational events, including the New Frontiers of Taste Symposium in San Francisco. 250 food and beverage professionals and journalists attended the event, which comprised a panel discussion with experts from around the world and an umami luncheon featuring the dishes of elite chefs such as Thomas Keller.

With the UIC’s activities came an increased number of office inquiries, a good deal of print, TV, and online press, and an increased awareness and understanding of umami in the culinary world.