Since our consumers were selected because of their known interest in food, it is no surprise that most of them spoke of food and cooking as an important and integral part of their lives.

Some consumers talked about the creativity and fun cooking injected into their daily lives.  C7 said that he liked cooking, and that it “is the most creative thing I do on a day to day basis.". C8 said that “even on the occasions when I’m not really into [cooking] or not really excited about it I still don’t think of it as a chore.”

Others expounded upon the joys and benefits of "good food," the definition of which was expanded upon later in the interview to include metrics such as quality, sustainability, and other factors.  C9 said that “it's really important to put good food into your body it makes you a happy person.”  C4 said that “good food makes you feel good, good food is delicious.”

Several of the consumers we spoke with also mentioned enjoying talking about food. C4 said “I just want to talk about how much I love food all the time.” C8 mentioned how he enjoyed thinking about and articulating his food philosophy. C10 said that at the Farmer's Market, “you know there's conversations about food going on all the time which is nice.”