In order to provide tasty and healthy agricultural produce and food products, we develop practical analysis and evaluation technologies from a hierarchical perspective ranging from the molecular level to the human sense level. It is difficult to objectify what consumers want in terms of taste and freshness, but we are targeting these issues. Sensory evaluation, which uses the five senses to evaluate quality, is the most direct approach. Our group is working on various issues by sensory evaluation using expert sensory assessors, naive sensory assessors, and a consumer panel. Since sensory descriptive terms play an important role for precise quality evaluation, we are developing sensory lexicons for various foods. On the other hand, the quality perceived by humans depends on the chemical components in food and their molecular interactions. By utilizing a variety of analytical instruments, taste sensors, and quantum chemical calculations, we are trying to elucidate and control the mechanisms at the molecular level. We also incorporate sensing methods suitable for use in the field, such as near-infrared and Raman spectroscopy, and develop technology for non-destructive and rapid measurement of quality indicators through multivariate statistical analysis. Through these efforts, we will scientifically clarify the points of appeal and build a data-driven food supply chain.