Traditionally you could have two out of three qualities in mass-market food - healthiness, tastiness and low cost. But certain markets demand all three - a foretaste of likely markets trend based on social pressure, economics and perhaps even legislation. Esther Dyson, founder of HICCup, will talk about the school-lunch market and also about HICCup, a five-year project that will offer five test markets for cheap, tasty, healthy food. HICCup plans to foster "demilitarized zone" where healthy food will be promoted and subsidized - and the impact on health and profits carefully measured.