In 2008 the Cabinet Office published Food Matters: Towards a Strategy for the 21st Century (Cabinet Office 2008), which set out some of the concerns about current food consumption in the UK and its impact on health, and the economic, social and environmental sustainability of food production. It concluded that the current diet is not sustainable for either public health or the environment. In brief, the diet of the UK population is failing to meet dietary recommendations, with high intakes of saturated fat, sugar and salt, and low intakes of fruit and vegetables (Henderson et al. 2003, FSA 2010). It.