'Why we eat what we eat?' is a key question for the 1990s, posed again and again in government departments, in sectors of the food industry, by professionals in health, in education, and in catering, to name a few. It is the same question adopted as the springboard for the UK Economic and Social Research Council's (ESRC) Research Programme on 'The Nation's Diet' (1992-1998), a wide ranging, multi-disciplinary set of co-ordinated basic research projects across the social sciences, including economics, psychology, social anthropology and sociology, as well as education and media studies.