Beets seem to be pretty polarizing for people. I would have thought most people don’t like them too much but I’ve been surprised by how many people tell us they love beets. The earthy flavor of beets is due to a molecule called geosmin. It’s also actually present in soil. When it rains, geosmin from the earth is aerosolized which creates the pleasant characteristic smell of rain (we’re extremely sensitive to it, so it doesn’t take much for us to be able to smell it) so maybe I shouldn’t be too surprised that people also like beets.