This intimate portrait of eating habits and attitudes towards food in over one hundred Canadian families in both rural and urban settings reveals that our food choices never solely reflect personal tastes. Age, gender, social class, ethnicity, health concerns, food availability, and political and moral concerns shape the meanings that families attach to food and their self-identities. They also influence how its members respond to social discourses on health, beauty, and the environment, a finding that has profound implications for public health campaigns.