Worldwide, the choice of consumer products is increasing rapidly. One of the effects of economic liberalization is more international trade, so consumers are presented with new products and many more brands. How do they respond to this mushrooming number of products? If we can compare a modern supermarket with a dense tropical forest, how does a consumer find the right plant species that is safe and tasty? Do we need Neanderthal-like skills to fill our shopping carts with the right ingredients to feed our families?