The food sector and health sector become more and more intertwined. This raises many possibilities, but also questions. One of them is the question of what the implication is for public trust in food and health issues. In this article, I argue that the products on the interface between food and health entails some serious questions of trust. Trust in food products and medical products is often based upon a long history of rather clear patterns of mutual expectations, yet these (...) expectations are not similar in both sectors. As long as the food sector and health sector remain distinct, these differences will not lead to problems of trust, yet when new products are introduced, like functional foods or personalized dietary advices, trust can be threatened. To prevent this, we need clarity with regard to what we can expect of these new products and of whom to expect what in this situation. This requires not␣only adequate information on operating procedures, but also a profound debate␣on responsibilities and the explication and interpretation of moral values and norms. (shrink)