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Archive for the 'Science' Category

Thursday, December 15th, 2016

10 Tidbits from Gordon M. Shepherd’s Neuroenology: How the Brain Creates the Taste of Wine to Casually Slip into Conversation at Your Next Winetasting Party

Neuroenology

“If someone comments on how fun and relaxing winetasting parties are: ‘Actually, the process of orthonasal smells, or initial smell images, changing into mental images, while integrating taste, tactile, auditory, and visual stimuli is very involved.’”

This week, our featured book is Neuroenology: How the Brain Creates the Taste of Wine, by Gordon M. Shepherd. Today, we are happy to present a list of ten tidbits about the science of how we taste wine for use in common wine-tasting party settings, pulled together by Columbia UP publicity intern Elisa Kong.

Don’t forget to enter our book giveaway for a chance to win a free copy!

10 Tidbits from Gordon M. Shepherd’s Neuroenology: How the Brain Creates the Taste of Wine to Casually Slip into Conversation at Your Next Winetasting Party
By Elisa Kong

1) When someone comments on how smooth the wine is: “Actually, the initial perceived smoothness of wine depends on the balance between the serous and mucus parts of your saliva.”

2) If you catch your friend tasting the wine before sniffing it: “Before you start tasting, remember that sniffing is quite important when tasting wine, as it allows you to sense a wine’s aroma, which is critical in your judgment of its taste… But don’t stop on my account!”

3) If someone’s having a difficult time picking up on the aroma of the wine at hand, ask them if their olfactory bulb, the first station for processing sensory response, is working. “Pardon me, but is your olfactory bulb in tune today?”

4) When your friend says the wine is too “tart,” remind them that “tart” is not a term to be used lightly, as it implies that a wine’s acidity is much too strong. Mild acidity adds an “edge” to wine, which might have been the more appropriate term to use. (more…)

Wednesday, December 14th, 2016

The Vocabulary of Wine: Ten Neuroenologic Terms for Understanding the Neuroscience of Wine

Neuroenology

“Photoreceptor response: the electrical response when particles in light waves called photons hit the eye. This is what allows us to see a wine as red or white, or, in Shepherd’s view, red or pale.”

This week, our featured book is Neuroenology: How the Brain Creates the Taste of Wine, by Gordon M. Shepherd. Today, we are happy to present a list of ten neuroenologic terms from the book compiled by Columbia UP publicity intern Andrew Loso.

Don’t forget to enter our book giveaway for a chance to win a free copy!

The Vocabulary of Wine: Ten Neuroenologic Terms for Understanding the Neuroscience of Wine
Compiled by Andrew Loso

Gordon M. Shepherd’s new book Neuroenology, the first book on wine tasting by a neuroscientist, offers a comprehensive take on how the senses and the brain perceive wine. The text is palatable for novice wine drinkers and novice scientists alike, and Shepherd introduces the reader to many new wine-related terms. “Neuroenology” itself is a new term which is defined as how the brain creates the taste of wine. These ten are a cross section across the many topics that Shepherd covers.

Aroma burst: the sensation produced by the high concentration of particles called volatiles that coat the mouth immediately after swallowing.

Congruent: describes when the stimuli involved with taste and retronasal smell complement each other, which is essential to maintaining the flavor balance of wine.

Experienced pleasure (EP): the good feeling we get from doing something, relevant here to a study in which subjects felt the same EP for wine ranging from $5 to $90 in a blind test.

Flavor image: one of the most complex, and rewarding, human flavor experiences in which taste, retronasal smell, tactile stimuli, and visual stimuli integrate.

Hedonistic value: the emotional value a person puts on wine, based on their preference for whether or not the wine tastes “good” to them.

Legs: drip lines created by swirling wine in a glass that reflect the wine’s chemical composition.

Mouthfeel: perceptions which physical touch stimuli activate, such as supple, aggressive, viscous, and steely.

Photoreceptor response: the electrical response when particles in light waves called photons hit the eye. This is what allows us to see a wine as red or white, or, in Shepherd’s view, red or pale.

Retronasal smell: the sensation produced after wine has entered the mouth as the mixing of saliva with particles called volatiles in the wine affects their volatility.

Taste modalities: sweet, salt, sour, bitter, umami, and fat, all of which are present in much lower quantities in wine than in food.

Tuesday, December 13th, 2016

A New Approach to Wine Tasting

Neuroenology

“This book builds on [other] authoritative accounts by focusing on a new approach to wine tasting that can be summed up in the phrase: the taste is not in the wine; the taste is created by the brain of the wine taster.” — Gordon M. Shepherd

This week, our featured book is Neuroenology: How the Brain Creates the Taste of Wine, by Gordon M. Shepherd. To get the feature started, we are happy to present Shepherd’s introduction to Neuroenology.

Don’t forget to enter our book giveaway for a chance to win a free copy!

Monday, December 12th, 2016

Book Giveaway! Neuroenology: How the Brain Creates the Taste of Wine, by Gordon M. Shepherd

Neuroenology

“Shepherd provides a valuable and interesting glimpse into the human side of science and its inherently cross-disciplinary nature. After having read Neuroenology, every sniff, bite and gulp, will create a moment of reflection on how complex and wonderfully mysterious the human brain is.” — Christopher R. Loss, Culinary Institute of America

This week, our featured book is Neuroenology: How the Brain Creates the Taste of Wine, by Gordon M. Shepherd. Throughout the week, we will be featuring content about the book and its author on our blog as well as on our Twitter feed and our Facebook page.

Friday, December 9th, 2016

John Pickrell on the Feathered Dinosaur Tail

Weird Dinosaurs

The following is an excerpt from an article that appears in full at the Australian Geographic website by John Pickrell, author of Weird Dinosaurs: The Strange New Fossils Challenging Everything We Thought We Knew on the recent stunning discovery of a perfect dinosaur tail perfectly preserved in amber.

The feathered dinosaur tail in amberDinosaur tail section running through the amber piece, surrounded by ants, a beetle and bits of plant.
IMAGE CREDIT: Royal Saskatchewan Museum/R.C. McKellar

Feathered Dinosaur Tail Found in Amber
John Pickrell

In Jurassic Park scientists found mosquitoes trapped in amber that had traces of dinosaur blood and DNA inside them. That was a fictional scenario, but researchers have now found what is, arguably, a much more exciting piece of prehistory trapped inside fossilised tree resin – the tail of a small carnivorous dinosaur covered in fluffy feathers.

Every week or so these days a new species of dinosaur is revealed to the world, but this specimen – dug up by amber miners in Myanmar (Burma) – has to be one of the most exciting discoveries of the past few years.

I first heard hints of this fossil when I interviewed its discoverer, Chinese palaeontologist Dr. Lida Xing, for my book Weird Dinosaurs early in 2016. Since then I have been waiting with great anticipation to the see these images.

A small coelurosaur dinosaur
A small coelurosaur dinosaur on the forest floor; the creature that left its tail in amber would have looked something like this.
IMAGE CREDIT: Cheung Chung-tat and Liu Yi

Today an international team of scientists – led by Lida, based at the China University of Geosciences in Beijing, and amber fossil expert Dr Ryan McKellar at the Royal Saskatchewan Museum in Canada – reveal the details of the fossil in the journal Current Biology. What they have found is the tail of a small carnivorous dinosaur – it’s from a juvenile animal would have been about the size of a sparrow.

Read the full article at the Australian Geographic website!

Wednesday, November 23rd, 2016

Why Do We Overeat at Thanksgiving?

Neurogastronomy

With Thanksgiving just around the corner, we are examining one of the darker traditions of the holiday: overeating. Sure, the food is delicious and plentiful, but we should know better. Are there scientific factors that can explain why we stuff ourselves every Thanksgiving?

The following is an excerpt from Neurogastronomy: How the Brain Creates Flavor and Why It Matters, by Gordon Shepherd. In this excerpt, Shepherd begins by taking a close look at fast food and then moves on to some of the neurological reasons for why we overeat at Thanksgiving and other times of the year.

Monday, November 21st, 2016

They Said It Couldn’t Be Done! How to Cook Your Thanksgiving Turkey in the Dishwasher

Turkey

“Use the dishwasher! For the next holiday meal, I recommend that you prepare two turkeys. Cook one in the dishwasher, in a plastic bag, for several cycles of your machine.”—Herve This

With Thanksgiving just a couple of days away, we thought we provide some more practical (or somewhat practical) advice on cooking a turkey from none other than Hervé This, author of several books that explore the coming together of food and science to develop new ways of thinking about cooking, flavor, taste, and how we eat.

In an interview with Nature, This suggested the dishwasher as a possible cooking method:

Q: Another professional technique is to cook food for long periods at low temperatures in a vacuum-sealed bag. How might a home chef emulate this ‘sous-vide’ method?

Herve This: Use the dishwasher! For the next holiday meal, I recommend that you prepare two turkeys. Cook one in the dishwasher, in a plastic bag, for several cycles of your machine. In this way, you can get low temperatures. Butterfly the other turkey and cook it on the grill, creating the maximum expanse of delicious crispy skin. Then serve the moist, flavourful meat from the dishwasher turkey with the grilled skin. A good accompaniment would be foie gras, also cooked in the dishwasher at low temperature.

Now for those not comfortable with Maytag cuisine, here is an excerpt from Kitchen Mysteries: Revealing the Science of Cooking, also by Hervé This, on the science of roasting a turkey:

Since it is juicy, tender meat that we want, it is clear why there is no question of opening the oven while the meat is roasting. The water vapor that is released in a limited quantity could escape and then be replaced by the vaporization of a certain quantity of the juices. Opening the oven dries out the turkey. Neither, however, should one humidify the oven before putting the turkey in. In the presence of too much water, the surface water cannot evaporate, and the skin will not get crispy.

Having thus resolved the problem of the surface, the serious problem of tenderness within remains. We cannot disappoint our guests, who fear the pro­verbial dryness of the turkey.

Since tenderness results necessarily from the deterioration of the connec­tive tissue, let us consider this tissue. It principally contains three kinds of pro­teins: collagen, already discussed many times, reticulin, and elastin. Neither reticulin or elastin are notably altered by the heat of the oven, but the triple helixes of the collagen molecules can be broken up and form gelatin, which is soft when it is in water, as we all know.

Calculating the cooking time requires some skill, because the denaturation of the collagen and the coagulation of the muscle proteins (actin and myosin, mainly) take place at different temperatures and different speeds in the different parts of the turkey. It is necessary to know that the temperature of 70° (158°F) is essential for transforming the collagen into gelatin and tenderizing the mus­cles. But the longer the turkey remains at a high temperature, the more water it loses and the more its proteins risk coagulating. The optimal cooking time, consequently, is the minimum time it takes to attain the temperature of 70°C (158°F) at the center of the turkey.

(more…)

Friday, October 21st, 2016

Michael E. Mann and Tom Toles on Why We Can’t Ignore Science — An Excerpt from “The Madhouse Effect”

We conclude our week-long feature on The Madhouse Effect: How Climate Change Denial Is Threatening Our Planet, Destroying Our Politics and Driving Us Crazy, by Michael E. Mann and Tom Toles, by excerpting the first chapter “Science: How It Works.” As Mann, through his words, and Toles, through his cartoons, articulate, we live in an era of misinformation in which the value of scientific evidence cannot be ignored. To do so risks environmental destruction. As the authors write:

“So we should have our fullest respect for the scientific framework behind the proposition that the burning of fossil fuels and other activities are changing Earth’s climate. The evidence is overwhelming, and is has only increased in strength and consistency over time—the hallmark of a compelling scientific framework … Well, we ignored the science, and we avoided the sensible choices that were before us. And now we are already paying the price. Time is no longer on our side. Let’s use time we have more wisely.”

Thursday, October 20th, 2016

Tom Toles’s Drawings from “The Madhouse Effect”

While climate change is hardly a laughing matter, the drawings from the Pulitzer-winning cartoonist, Tom Toles, brilliantly uses satire and humor to shed a new light on the efforts of denialists to refute scientific evidence. The following are some of his work feature in the book he co-authored with Michael Mann, The Madhouse Effect: How Climate Change Denial Is Threatening Our Planet, Destroying Our Politics, and Driving Us Crazy:

Tom Toles, Madhouse Effect

Tom Toles, Madhouse Effect

Tom Toles, Madhouse Effect

Tom Toles, Madhouse Effect

Tom Toles, Madhouse Effect

Tom Toles, Madhouse Effect

Wednesday, October 19th, 2016

Video: Michael Mann Discusses “The Madhouse Effect”

In the following video, Michael Mann discusses The Madhouse Effect: How Climate Change Denial Is Threatening Our Planet, Destroying Our Politics, and Driving Us Crazy, which includes illustrations from Tom Toles, the editorial cartoonist for The Washington Post. Mann explains how Toles’s cartoons uses humor, irony, and satire to expose the hypocrisies of climate change deniers. While Mann criticizes the pseudoscience of those who deny climate change as well as the way they have politicized the issue, he also argues that with new agreements and awareness, we are beginning to turn a corner.

Tuesday, October 18th, 2016

Michael Mann and Tom Toles Name 9 Prominent Climate Change Deniers

The Madhouse Effect

“Yet we have a Republican presidential nominee who has repeatedly called climate change a ‘hoax.’ ‘Perhaps there’s a minor effect,’ Donald Trump told The Washington Post’s editorial board, ‘but I’m not a big believer in man-made climate change.’ So it goes in the madhouse of the climate debate. Even as the evidence has become unmistakable, and even though the alarm has been sounded several times, public policy has been paralyzed—sometimes from ignorance, sometimes from uncertainty, but often from a campaign of deliberate misinformation.”—Michael Mann and Tom Toles

Michael Mann and Tom Toles’s The Madhouse Effect: How Climate Change Denial Is Threatening Our Planet, Destroying Our Politics, and Driving Us Crazy examines and seeks to refute those who manipulate scientific data and the media to deny the truth about climate change.

In a recent piece for The Washington Post, Mann and Toles name 9 prominent deniers “clouding the climate change debate.” In addition to naming the figures, Toles and Mann also provide a quote from each that encapsulates their view on climate change:

1. Donald Trump, politician and businessman: “Perhaps there’s a minor effect but I’m not a big believer in man-made climate change.”

2. S. Fred Singer, founder of think tank, the Science and Environmental Policy Project: “Carbon dioxide is not a pollutant. On the contrary, it makes crops and forests grow faster.”

3. Steve Milloy, lawyer and commentator for Fox News: “We don’t agree . . . that man-made emissions of carbon dioxide (CO2) and other greenhouse gases are having either detectable or predictable effects on climate.”

4. Marc Morano, former communications director for James M. Inhofe (R-Okla.): “[Climate scientists] deserve to be publicly flogged.”

5. Joe Barton, Republican congressman from Texas and a former chairman of the House Energy and Commerce Committee: “The science is not settled, and the science is actually going the other way. . . . We may in fact be going into a cooling period.”

6. Sarah Palin, former governor of Alaska: ““Climate science is to this century what eugenics was to the last century.”

7. Rupert Murdoch, founder and head of News Corporation: ““Climate change has been going on as long as the planet is here. There will always be a little bit of it. We can’t stop it.”

8. David and Charles Koch, head of Koch Industries, ““Climate does fluctuate. It goes from hot to cold. We have ice ages.” — David Koch

9. Bjorn Lomborg, author and adjunct professor at the Copenhagen Business School: “On average, global warming is not going to harm the developing world.”

Monday, October 17th, 2016

Book Giveaway! “The Madhouse Effect,” by Michael Mann and Tom Toles

This week we are very excited to be featuring The Madhouse Effect: How Climate Change Denial Is Threatening Our Planet, Destroying Our Politics, and Driving Us Crazy, by Michael E. Mann and Tom Toles.

In addition to featuring the book and the author on the blog, we will also be posting about the book on twitter, and facebook.

We are also offering a FREE copy of The Madhouse Effect to one winner. To enter the contest please e-mail pl2164@columbia.edu and include your name and address. The winner will be selected Friday, October 21 at 1:00 pm.

The book has already won praise from everyone from Leonardo DiCaprio to Naomi Oreskes. Bill McKibben writes:

Michael Mann is one of the planet’s great climate scientists, and Tom Toles may be the great climate communicator–together they are a Category 5 storm of information and indignation, wreaking humorous havoc on those who would deny the greatest challenge humans have ever faced.

Thursday, September 29th, 2016

Eric Kandel on Mark Rothko

Mark Rothko

In the following excerpt from his new book Reductionism in Art and Brain Science: Bridging the Two Cultures, Eric Kandel examines the power of Rothko’s painting and his transformation from a figurative to an abstract painter. In describing Rothko’s abstract paintings for the Rothko Chapel, Kandel writes:

The sensation is both ambiguous and remarkable, and it affords us an opportunity to create new meaning. Moreover, the harmony among the beautifully displayed paintings in the chapel—a harmony that characterizes Rothko’s late work—is striking. None of Rothko’s figurative paintings are remotely capable of evoking as emotionally rich and varied, as spiritual, a response as these reductionist dark canvases.

Wednesday, September 28th, 2016

This is Your Brain on Jackson Pollock — Eric Kandel on Art

“We understand how visual information is processed and things like this. And we understand where pleasure centers are, and how they interact with that. We know where memory centers are. But the details of perception of art, we’re just beginning to explore.”—Eric Kandel

Earlier this month, Eric Kandel, appeared on Science Friday to talk about his new book, Reductionism in Art and Brain Science: Bridging the Two Cultures. In the interview, Kandel describes what we can learn about the brain by looking at the work of Abstract Expressionists. These twentieth-century painters boiled visual art down to a few fundamental components—line, color, form, light, and texture. Our neural circuitry is hardwired to prefer images we can identify, which makes abstract forms more difficult to process. At the same time, abstract forms leave the door open to interpretation, stimulating the higher-level areas of the brain responsible for creativity and imagination.

Here is a short excerpt from the interview in which Kandel describes some of the pleasures of viewing the work of J. M. W. Turner. You can listen to the entire interview below:

IRA FLATOW: And it seems like in your book, you point to how the artists themselves evolved from one form of art to the other.

ERIC KANDEL: Amazing.

IRA FLATOW: Give me your favorite example.

ERIC KANDEL: Take Turner. I show two wonderful images of Turner. Now, this we’re talking about the 1800s, early painting around 1815, 1820. He shows one of his most favorite themes, a ship fighting the force of nature at sea. It’s rocking and rolling–

IRA FLATOW: It’s a real ship. It looks like a ship, a classic ship.

ERIC KANDEL: And you see the elements. You see the rain coming down. You see the moon. You see absolutely everything. He comes back to the same theme 50 years later. And it’s very abstract. You don’t see the details very clearly at all, but the effect on me is even stronger.

IRA FLATOW: Because you’re filling in those spots with your life experience.

ERIC KANDEL: And that’s so satisfying. Getting your own mind involved is a very satisfying activity. The more you become engrossed in something, the more you can use your own thought processes. For most people, the more enjoyable it becomes.

IRA FLATOW: Can you, as a scientist, see the mind doing that, understand how it fills in, brings life experiences?

ERIC KANDEL: Not really. Our understanding of brain science has progressed tremendously in the last 100 years. Even in my academic lifetime, 50, 60 years. But we’re at the beginning of understanding this enormously complicated problem. We understand how visual information is processed and things like this. And we understand where pleasure centers are, and how they interact with that. We know where memory centers are. But the details of perception of art, we’re just beginning to explore.

Tuesday, September 27th, 2016

Eric Kandel on “What Is Art For?”

In the following talk, “What Is Art For,” Eric Kandel discusses some of the ideas central to his new book, Reductionism in Art and Brain Science: Bridging the Two Cultures

Monday, September 26th, 2016

Book Giveaway! “Reductionism in Art and Brain Science,” by Eric Kandel

This week our featured book is Reductionism in Art and Brain Science: Bridging the Two Cultures, by Eric R. Kandel.

In addition to featuring the book and the author on the blog, we will also be posting about the book on twitter, and facebook.

We are also offering a FREE copy of Reductionism in Art and Brain Science to one winner. To enter the contest please e-mail pl2164@columbia.edu and include your name and address. The winner will be selected Friday, September 30th at 1:00 pm.

Joseph LeDoux, author of Anxious: Using the Brain to Understand and Treat Fear and Anxiety, writes, “Eric R. Kandel seamlessly moves between the intricacies of science and art, weaving their histories into a common narrative that illuminates both fields and shows they have more in common than is often assumed. It is a fun and informative read that anyone with a curious mind can enjoy and learn from.”

For more on the book, you can read the book’s introduction:

Thursday, July 28th, 2016

What Mountain Gorillas Can Teach Us About Gendered Behaviors

Not So Different

“Beginning in the 1990s, something unexpected happened. Some younger males stopped leaving their groups and the basic harem social structure fundamentally shifted for about one-fourth of the park’s mountain gorilla population. Instead of groups with one, or occasionally two adult males, scientists began observing very large groups including several adult males and females living together in relative harmony.” — Nathan H. Lents

This week, our featured book is Not So Different: Finding Human Nature in Animals, by Nathan H. Lents. Today, we have crossposted an excerpt from an article that Lents and Stacy Rosenbaum originally posted on The Human Evolution Blog.

Don’t forget to enter our book giveaway for a chance to win a free copy of Not So Different!

What Mountain Gorillas Can Teach Us About Gendered Behaviors
By Nathan H. Lents and Stacy Rosenbaum

Huge swathes of central Africa’s rainforests remain unexplored by western science, but the forests of Virunga National Park have been the object of intense scientific scrutiny since George Schaller and Dian Fossey began their pioneering work there in the 1950s. Since 1967, the population of mountain gorillas in Virunga have been the subject of continuous scientific monitoring, numerous documentaries, and the Oscar-nominated biopic, Gorillas in the Mist.

Much of what we know about the ecology and social behavior of gorillas stems from the constant observation of the Virunga mountain gorillas. Many common primate behaviors were first discovered in this population, including male contest competition – when males fight for access to females over whom they maintain exclusive mating rights; sexually selected infanticide – when males kill other males’ infants in order to bring females into heat and redirect their maternal attention on future children; and scramble feeding competition – reliance on food sources that are not monopolizable, which minimizes the utility of female dominance hierarchies.

Gorillas display substantial sexual dimorphism. Specifically, the males are more than twice as large as the females and powerfully built. This underscores their evolutionary legacy of male contest competition and polygyny. Indeed, gorillas were long thought to exist almost exclusively in harems, small multi-female groups led by one powerful silverback. Eating mostly leafy greens and seasonal fruit, the herculean strength and sharp canine teeth of silverbacks are used only for fighting each other. Typically, young males leave their birth group upon reaching adulthood and go through a solitary period before attempting to take over a harem or start a group of their own. Most are not successful. (more…)

Wednesday, July 27th, 2016

Not So Different: Finding Human Nature in Animals

Not So Different

“Once you strip away the cultural and psychological aspects of our emotions and behaviors and examine them through the cold hard lens of Darwinian fitness, you see that our “advanced cognitive powers” are really a smoke screen clouding very simple behavioral programs that we share with our fellow primates.” — Nathan H. Lents.

This week, our featured book is Not So Different: Finding Human Nature in Animals, by Nathan H. Lents. Today, we are happy to present the books introduction, in which Lents lays out his project and explains what he hopes to achieve.

Don’t forget to enter our book giveaway for a chance to win a free copy of Not So Different!

Not So Different: Finding Human Nature in Animals
By Nathan H. Lents

Both the title and the cover photo of this book are something of a head fake. You’re probably thinking that the book is all about animal behavior. But it’s not, except that it is. Let me explain.

The questions that drove me to write this book are: Why do we humans act the way that we act? Why do we build the societies the way that we do? Are we evolved to behave this way? (more…)

Tuesday, July 26th, 2016

Emotions, Drives, and the Brain

Not So Different

“In this book, I discuss experiments that have revealed features of animal behavior that are strikingly similar to human behavior. These similarities, as far as I can tell, can only be explained by acknowledging that human and animal brains run some of the same behavioral programs.” — Nathan H. Lents.

This week, our featured book is Not So Different: Finding Human Nature in Animals, by Nathan H. Lents. Today, we are happy to present the books introduction, in which Lents lays out his project and explains what he hopes to achieve.

Don’t forget to enter our book giveaway for a chance to win a free copy of Not So Different!

Monday, July 25th, 2016

Book Giveaway! Not So Different: Finding Human Nature in Animals

Not So Different

Not So Different lucidly and entertainingly reminds us just how much of us there is in other mammals and vertebrates—and how much of them there is in us. You may never think of yourself in quite the same way again.” — Ian Tattersall, American Museum of Natural History

This week, our featured book is Not So Different: Finding Human Nature in Animals, by Nathan H. Lents. Throughout the week, we will be featuring content about the book and its author on our blog as well as on our Twitter feed and our Facebook page.

We are also offering a FREE copy of Not So Different. To enter our book giveaway, simply fill out the form below with your name and preferred mailing address. We will randomly select our winners on Friday, July 29th at 1:00 pm. Good luck, and spread the word!