Texture, I’ve concluded – and not before time I hear most of you say – is incredibly important to how we perceive things. While sales and marketing can do much to get us to the stage where we purchase a product, or evaluate it if it’s a large or involved purchase, it’s only when we sample the product first hand, in the flesh, that the final piece of the opinion we form about something seems to slot into place, or else becomes a jagged peg in a round hole.

Texture seems to be very closely linked to the senses of touch and taste. It directly feeds into them. It’s hard to taste something or feel something without being acutely aware of its texture.

I think this is why I have an issue with peanut and peanut butter. I love peanuts, their flavour and crunchiness. I cannot stand peanut butter. I can’t finish even one slice of bread with it. It feels wrong as a paste, even those versions that have bits in them. For me it’s totally the wrong texture.

We were on holiday in the US about a decade ago with American friends, and on a day-trip one of the guys kindly made sandwiches for us all. They were PBJ, peanut butter and jelly – or jam as we say in Europe – the staple of American living. I’m perfectly fine with jam in a sandwich. Jam is supposed to be a paste. Mix it with peanut better, and to me it’s simply wrong. It was all I could do to politely eat a couple of them without the contents reversing direction.

Take avodado and guacamole, on the other hand. I love them both. They feel right in both forms.

But peanut better? Yes, it must be the texture.