Collards have like a slight bitter taste to them ...
That's why I perfer Kale over Collards any day of the week.
Although I don't believe you'd like the way we cook it here in the south. We boil and season our Collards and Kale with either bacon, a smoked ham bone once the meat has been cut off and used or a ham hock. We also boil and season navy beans, pinto beans, etc. the some way.