Children play a part in family food shopping, but their roles are often underestimated. In contrast to earlier studies focusing on "who wins" in parent/child negotiations, in this study I focus on emotional and cooperative ways of negotiating food in the supermarket. Through unobtrusive observation of Danish and American parent/child groups, I found that children—even from a very young age—also appear interested in and knowledgeable about healthy eating. Just as importantly, I observed parents not only being sensible and focused on healthy eating but also immersed in habits and desire, at times bending their own rules and using their notion of health arbitrarily. The concepts of "healthy" and "unhealthy" were used to decipher food in collaborative ways, and health was a core concept that parents tended to use negatively and children positively. Both children and parents must be considered as competent and incompetent consumers to understand family food negotiations.