Most wealthy people don't see themselves that way. They didn't get wealthy by wasting money--although they aren't necessarily looking for the lowest price on all purchases. The most important element is the "value" you bring to the table. Focus on the value of good health and quality ingredients. Be sure when you use the word "gourmet" that you don't emphasize luxury: That's not the way to go in the recession.  Market a valuable commitment to one's good health.