'Our desires in food are laden with paradox. We love novelty, but are transfixed by nostalgia and tradition. We want to pay less while getting ever better quality. We want natural and healthy, though the two are not necessarily the same. We want to eat better than previous generations, but we revere what those generations ate. Nostalgia, neophilia, hypochondria and snobbery drive the hunter-gatherer today, all sauced with deep scepticism about science, supermarkets and the dark machinations of the "food-industrial complex".'

læs mere her!!