Few subjects generate as much discussion as the subject of food. Such discussion is increasingly marked by suspicion and pessimism about how our food is produced. Two years ago, when I was asked to make an in-depth study of the subject of Food for de RijksMuseum in Amsterdam. I was full of preconceptions about the food industry. I saw it as dishonest, unhealthy and unethical. More than that, it was contributing to the decline of our planet, unlike in the good old days, and I felt that the magic word ‘organic’ was going to solve everything. So when I embarked on this project, my first impulsive reaction was to bring to light all the misunderstandings about food once and for all.