Our food-conscious consumers are highly educated and want to know where their food comes from. They are the “true paddock-to-plate” consumers who live and breathe the slow food movement. For this audience food is all about the origin of what they eat and how it is made. This group is environmentally conscious and focused on health and well-being. They understand the link between food and long-term body health. This group over-indexes in the latest food trends, such as being gluten-free or pescaterian/vegan, and while not many suffer from food allergies they live their life to a certain ideal, and food origin and quality is one of those areas.