We all know that feeling of being caught out when realizing something obvious that has never occurred to us. Dror Tamir, co-founder and CEO of Israeli start-up Plate My Meal, has caught us out.“Picture the food pyramid,” he instructs me, “and try and answer one of these basic questions regarding healthy eating: • When to eat? • What to eat? • How much to eat?” I struggled to respond.“Right? The food pyramid is recommended and used by governments all over the world to educate. They spend billions of dollars on it! It’s meant to be simple, but it’s not applicable.” Tamir has a point.