As a major European capital, Brussels may not be the first place one would think of when discussing sustainable food systems. However, it is full of crucial actors of the transition: consumers. In the face of an increasing discrepancy between the supply of sustainable food products and demand (e.g. demand for organic products has increase by 20% between 2009-2010), the Regional Ministers of Brussels decided to integrate the development of sustainable food systems as a strategic political priority for the years 2009-2014. The Green Minister of the Environment, Evelyne Huytebroeck, has seized this opportunity to initiate a strong dynamic around sustainable food, by mainly focusing on demand factors.