Kees (C ) de Graaf had a chair in Sensory Science and Eating Behavior at the Division of Human Nutrition & Health of Wageningen University in the period 2006 – 2021. He worked on the meaning of sensory signals, such as taste (e.g. sweetness), odor, and texture for eating/nutrition behaviour and the regulation of energy intake. Part of his work has been devoted to the sensory characteristics of plant based meat replacers and the attitudes/personality profiles of consumers of these products. One of the latest themes of his work focused on the issue of ultra-processed foods, nutrition and health. The mission of his work was/is “to make the healthy choice the happy choice”.