We are always hearing that, when it comes to food, people only really care about price. But is this really true? Last summer and autumn, the Food, Farming and Countryside Commission (FFCC) began its National Conversation about Food. Working with partners, FFCC set out to talk to citizens about what they really want from food. Through rigorous in-depth sessions and national polling the project asked about food’s relationship with health, farming, land use, nature, and more. It explored citizens’ appetite for policy change and built on many years of campaigning and research to influence government and big business about food. At ORFC we will talk with some leading figures in this debate about what we’ve learned so far, what it means for farmers and food businesses and how we can mobilise citizens’ voices to create an unstoppable movement for change.