To respond to current consumer demands and lifestyle challenges with agility, agri-food practitioners have to evolve quickly and remain competitive. Unfortunately, in many situations, development and proliferation of innovative foods in the market act as a barrier to consumers instead of a driving force, because food manufacturers tend to proceed according to profit maximization and cost minimization approach. These foods generally do not promote health and even may contribute to the development of non-communicable diseases, leading to lack of consumer trust. To help modern consumers to make correct food choices on a daily basis with long-term beneficial effects on their body, this paper proposes a concept of a novel e-platform on healthy eating behavior. By accessing the platform, every consumer will have access not only to safe, high-quality, sufficient and affordable food in his own region, but will also be able to select the “healthiest” one in terms of his own preferences and physiological needs.