Cooking is becoming a skill consumers aspire to develop, not just a domestic (previously gendered) chore. Cooking is seen as a basic life skill, cultural capital, geek exploration, life passion and participation in fresh as less processed and transparency. This is not to say consumers want to cook all the time but that they want to have the choice to cook or to outsource to food companies, retailers and food service. An appetite for fresh and interesting foods inspires consumers to learn about new ingredients, flavor combinations and techniques. Rather than help with planning and list making, they are looking for food inspiration and cooking tips to simplify or improve their investment of time, effort and money.