Sophisticated consumers of the future will not only feed themselves better; they will be far less prone to the victims of ignorance, the misplaced enthusiasm of the food faddist, the hucksterism of the charlatan, and the malice of those who inflate their egos, and earn their living by alarming others. There is much to be concerned about in the years ahead and our efforts should be expended on the right points -- and one of these right points will be an orderly and intelligent expansion of the concept of food fortification. The rationale for this is because too many of us, and far more in other parts of the world, do not consume, or have the opportunity to consume, a variety of foods that provide in adequate amounts the some 50 nutrients known to be necessary for good nutrition. A proper variety of foods, when available and when consumed, will provide the best nutrition each of us can obtain genetically. Intelligent fortification of certain key foods will assist in obtaining this adequate nutrition by those who do not or cannot consume this desired and proper variety of foods.