While we encourage consumers to eat healthy vegetables, such as broccoli, cabbage, and brussels sprouts, to some, the bitterness will turn up their nose.
Turns out, this could be genetic. Researchers at the University of Kentucky School of Medicine discovered that we all inherit two copies of the TAS2R38 taste gene. There are two variants of this gene, the AVI and PAV variants. If you have two copies of the AVI variant, you are not as sensitive to bitter flavors those foods. If you have one of each variant, you perceive bitter flavors in the same foods. If you have two PAV variants, you are a “super-taster” and those foods will be very bitter and inedible.
Source: Food Technology, January 2020