Magazine articles and self-improvement books tell us that our food choices serve as bold statements about who we are as individuals. Acquired Tastes reveals that they say more about where we come from and who we would like to be. Interviews with Canadian families in both rural and urban settings reveal that age, gender, social class, ethnicity, health concerns, food availability, and political and moral concerns shape the meanings that families attach to food. They also influence how parents and teens respond to discourses on health, beauty, and the environment, a finding with profound implications for public health campaigns.