Jonathan Frey

Frey has one of the most interesting sounding jobs in the food business. His official title—director of sensory and knowledge discovery at Taco Bell—means that he’s in charge of ensuring that new products satisfy the hordes of consumers looking for a quick Tex-Mex fix. Through data mining—the careful sifting of reams of consumer and product reviews and demographics—Frey can help his company turn a market opportunity into a chalupa.