From Flavor to Insight: How Nomfundo Sithole Is Elevating Sensory Science

Nomfundo Sithole began her career as a food technologist at Givaudan, a leading flavor manufacturing company with locations worldwide. Working in flavor, creation and application from South Africa, she gained a strong foundation in the technical aspects of food science. Over the years, she developed a deep passion for understanding consumer insights and the sensory dynamics of food and beverages. 

“As my curiosity and drive for innovation grew, I saw an opportunity to gravitate toward sensory and consumer insights in our organization,” said Nomfundo, who now works as a consumer and sensory insights technician, co-leading a descriptive sensory panel of 15 panelists. 

A strong believer in continuous learning and growth, and having recently transitioned to her new role in sensory insights, Nomfundo sought out UC Davis Continuing and Professional Education’s Applied Sensory and Consumer Science Certificate Program.

“I was looking for a program to help build on my knowledge of the sensory science field and gain confidence handling different types of projects,” she said. “I needed the fundamental background to be recognized as a sensory scientist and UC Davis was the place to go—as recommended by colleagues.” 

Today, Nomfundo is a dedicated contributor to the sensory science space at Givaudan and is working toward a master’s degree in consumer science. 

What were you hoping to achieve by completing the Applied Sensory and Consumer Science Certificate Program? 

I wanted to gain a more structured, science-based understanding of sensory and consumer research methodologies. My goal was to build on my practical industry experience and align it with global best practices, ensuring that I can design, execute and interpret sensory studies with greater precision and impact. 

This certificate was also a strategic step toward advancing my career in the sensory science field. It positions me as a more well-rounded and credible professional capable of contributing to innovation, product development and consumer-centered decision-making at a higher level. 

How did the program help you move toward your goals? 

The program helped me bridge the gap between practical experience and academic theory, allowing me to better understand the “why” behind sensory methodologies and consumer behavior. It introduced me to advanced tools and frameworks that improved the way we design, analyze and interpret sensory data—making my approach more strategic and evidence-based. 

I now approach projects with a more holistic mindset, considering both objective sensory attributes and subjective consumer perceptions. This broader view has enhanced my confidence in leading sensory studies and contributed to making more informed, consumer-driven decisions in my work. 

What aspects of the program did you find most valuable? 

Hearing from people with real hands-on experience who are industry experts—that was invaluable knowledge to gain alongside the theory lessons! 

Can you share a moment or insight from the program that really stood out to you? 

We often overlook basic knowledge, so learning about the history of sensory science, the role of the five senses in consumer perception and what sensory science is now—and will be in the future—really stood out to me. It made me imagine all the possibilities for applying sensory and consumer science to deliver products that truly meet consumers’ needs. 

How are you applying what you’ve learned—or planning to? 

I am working towards becoming a fully-fledged food researcher. I’ve enrolled in a Bachelor of Consumer Science Honor’s program at the University of South Africa, as I plan to pursue a master’s degree in 2026. 

Earning my certificate in Applied Sensory and Consumer Science has put me at an advantage in relation to the consumer research project I have to produce. I will be able to create questionnaires for my study and apply relevant statistical tools to draw conclusions. 

Ultimately, my goal is to leverage my education and research to drive positive change in the food industry, particularly in addressing issues of food security and nutrition in underprivileged communities in South Africa. I also want to explore sensory perceptions of indigenous food products and enhance acceptance and sustainability. 

What advice would you give to someone considering this program? 

Go for it! The program offers a great balance between theory and real-world application. Take advantage of the opportunity to connect with instructors and peers from around the world.