Our mass food production systems (large scale industrial agriculture) deliver low-cost products at high costs for nature, animals and for human health (and take their toll on local farmers). Over-farming impacts soil functions and diminishes the nutritional value of the food we consume, while over-consumption of processed and red meat can lead to cancer and harms the environment. The proliferation of fast cheap food, and how we move and live is contributing directly to growing obesity rates and cases of diabetes 2. The INHERIT consortium is investigating these alarming trends and identifying tipping points that could change consumption behaviours for the better. Price, for instance, is the biggest factor motivating food choice and lower income families often choose cheaper options that are energy-dense and nutrient-poor. INHERIT aspires to present more sustainable scenarios to modify this equation.