If it makes you feel good it must be right: Embodyment strategies for healthy eating and risk management

Food consumption and risk are closely intertwined in contemporary consumer society. In the wake of food scandals, such as bovine spongiform encephalopathy (BSE) in European cattle, salmonella outbreaks and the discussions of additives in manufactured goods and pesticide residues in vegetables and fruit, Lien and Nerlich (2004) noted that purchase of food is increasingly linked to issues of risk and mistrust. Food in human society has always been immersed in issues of morality and risk (Fischler, 1990), but the process becomes especially salient in late‐modern market society of reflexive consumption (Giddens, 1991; Beckett and Nayak, 2008). As a consequence, the question ‘What's for dinner?’ is increasingly tied to strategies for handling food‐related risk, which emerge from a battlefield of conflicting notions of how to define healthy food, as well as in the interface between the interests of consumers, producers and governmental agencies (Holm 2003).