Western societies are sharing at least 3 characteristic: they rely heavily on information, they are based on consumerism and they are afflicted with non-communicable diseases. In such a system, most of the solutions we find to given problems are using data and propose it to the public as services or products advertised as innovative. This logic is applied to health with the trend of personalised and preventive medicine. It relies on data gathered from individ- uals, such as their activity or their genetics, and their environment, such as the quality of the air, in order to avoid non-communicable diseases. Problematically, most of those innova- tions are released to the market without any previous discussion involving the public on the potential long-term social impact of those solutions. Therefore, the role of a designer should be the one of a mediator between the public and the technologists in order to live in the most desirable communal future. I am exploring this through the notion of customized food.