Silverbrow, they are not listed in order of importance because we suspect that the order depends on the situation and should be flexible in that way (except perhaps for kashrut, which for Hazon is a “fixed” value rather than a “shifting” value). But I agree that delicious should be up top in most – if not all – situations.

I fundamentally believe that food should give pleasure. Most consumers will get very bored very quickly of dull tasting, but local, virtuous food. It’s why most top chefs are so loathe to jump on the ‘eat local’ bandwagon. They need to be able to get food from all around the food if they are to maintain their standards and please their customers.