This chapter describes the discrepancy between societal expectations and the feasibility of changes in the agri-food system on the one hand and the very slow implementation of improvement measures on the other, and the reason for this is explained. The major reason is the high complexity of the current globalised agri-food system, which makes attempting to change the system towards more sustainability and animal welfare a genuinely “wicked” problem. The reasons why a return to the “idyllic” small-scale agricultural production of our great-grandparents is as impossible as the attempt to convert human nutrition entirely to vegan are elucidated. The chapter argues that we need a completely new social contract on how to produce, trade, and consume food. This can only be achieved if we agree on multi-stakeholder approaches to balance competing social values and reach compromises between different interest groups.