Jiří Zelený. Completed a PhD in Agricultural Economics, specialising in consumer and agricultural economics through both qualitative and quantitative methodologies. He currently serves as Assistant Professor and Deputy Head at the Prague School of Creative Communication. He has extensive academic and professional experience across multiple international contexts, including Europe, the United States, Australia, Israel, and Bahrain. He has published over 30 scientific outputs, many indexed in Scopus and Web of Science, and has been actively involved in research projects and academic collaborations. His work bridges sociology, econometrics, and sensory evaluation, with applications in food science, gastronomy, and consumer behaviour. In his professional activities, he has also contributed to consultancy projects, media collaborations, and sensory analysis initiatives, including work with television channels, magazines, and industry stakeholders.