Fred Provenza will discuss the wisdom body, a wisdom that links flavor–feedback relationships at a cellular level with biochemically rich foods to meet the body’s nutritional and medicinal needs. What can we learn from animals' inner nutritional wisdom? Animals, including humans, develop nutritional and medicinal memories in utero and early in life. This takes place at a cellular level as evidenced by Claire Sylvia and her book A Change of Heart. When she received a heart and lung transplant, she also received the taste preferences of the donor. Young children select foods containing nutrients that the individual needs. This nutritional wisdom concerning food preferences is lost as the child ages. Has this inner nutritional wisdom been hijacked by nutritional “authorities”? Consumers eager for a quick fix have empowered the multibillion dollar a year supplement industry, but is taking supplements and enriching and fortifying foods helping us, or is it hurting us?