This new connoisseur is no longer mainly interested in sophistication and elegance but – both at home and in restaurants – practises a conscious form of food consumption, in which environmental and fair criteria are just as important as creative authenticity. Foodies buy fruit, vegetables, meat and baked goods as often as possible at weekly markets, direct from farms or in speciality shops: meat and sausages from the butcher, bread and rolls from the baker, wine directly from the vintner or at a wine store, etc. They want to get closer to the product, they want to look, smell, try and experience the atmosphere of the production facility, while providers showcase themselves and their activities in order to present the products in the best possible light, while also helping their customers to broaden their knowledge. There is an increasing convergence of culinary experiences, encounters between producers and consumers and between chefs and connoisseurs at these places. The borders become blurred between restaurants and delicatessens, bakeries expand into bistros, fishmongers sell not only fresh sole, algae and squid but also offer freshly prepared dishes which inspire customers and motivate them to try out something new at home, armed with helpful tips from the chef. It’s all about demonstrating how things make sense above and beyond emotions, clarifying the connections, telling stories – through products and producers, and imparting knowledge. Skilful arrangements and informative design which appeal to all five senses equally and result in a convincing overall impression are very useful here.