This paper presents findings from a study carried out as part of BigPicnic, a European Commission’s Horizon 2020 project. BigPicnic brought together members of the public, scientists, policy-makers and industry representatives to develop exhibitions and science cafés. Across 12 European and one Ugandan botanic gardens participating in the study, we surveyed 1189 respondents on factors and motives affecting their food choices. The study highlights the importance that cultural knowledge holds for understanding food choices and consumer preferences. The findings of this study are discussed in the wider context of food security issues related to sustainable food choice, and the role of food as a form of cultural heritage. Specifically, the findings underline the importance of the impact of food preferences and choices on achieving sustainability, but also indicate that heritage is a key parameter that has to be more explicitly considered in definitions of food security and relevant policies on a European and global level.