Food Fashion – We eat what we are…Consumers have moved from wanting to eat local to wanting a ‘connection with food’. If food is truly becoming fashion, then marketers need to probe deeper and more frequently to better understand the relationship between consumers and their food. Food trends are changing as quickly as fashion trends and retailers need to consistently update their understanding through marketing research. With consumer fears toward what we ingest and what is bad for us changing every day, consumers want to ‘look their [food] brands in the eye without blinking.’ They want to trust the companies that feed them everyday. In order to establish trust in every changing world, brands need to listen, observe, and immerse themselves in their consumers’ lives and start to anticipate trends and fears.