Nieman Storyboard’s “Why’s This So Good” explores what makes classic narrative nonfiction stories worth reading.

This week: Tim Carmody examines Malcolm Gladwell’s “The Ketchup Conundrum,” which was originally published in The New Yorker’s Food Issue in Sept. 2004:

Note: I can’t stand ketchup. Any ketchup. I think it’s disgusting, and always have. I was averse to it as a kid, and unlike almost every other one of my wide list of childhood prohibited foods, it never made it off that list. But I am riveted by the story of ketchup regardless, because Gladwell’s offered me a route, through history, science, and the words of men and women here and now, to understand these odd human beings around me who love the stuff.

“Why’s This So Good?” No. 35: Malcolm Gladwell on Ketchup