In the era of the 2030 Sustainable Development Goals, there is a renewed focus on food choices and the impact these can have on our environment and our health. The challenge for our global community is to find sustainably efficient ways to feed nutritious foods to a growing population that is increasingly urban and reliant on food markets. Guiding food choices towards healthy, sustainable diets for nine billion people, billions of whom are consumers, would seem a good place to start. In fact, you will find that the nutrition-sensitive literature has featured the word consumer (defined by the Oxford English Dictionary as “someone who buys goods or services for personal use”) quite prominently in its conceptual models and scientists are advocating for consumer-centered policy design.2 I hope this signals a move towards consumer-focused (rather than expertdriven) work, with funding dollars to encourage research into consumer decision-making around food, especially in low- and middle-income countries.
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