This essay describes and defends material simplicity as a virtue disposing us to act appropriately within the sphere of our consumer decisions. Simplicity is a conscientious and restrained attitude toward material goods that typically includes: (1) decreased consumption; and (2) a more conscious consumption; hence (3) greater deliberation regarding our consumer decisions; (4) a more focused life in general; and (5) a greater and a more nuanced appreciation for other things besides material goods. It is to be distinguished from simple-mindedness, a return to nature, or poverty. These ideas are illustrated through a consideration of food consumption. Simplicity is a virtue because it furthers human flourishing, both individual and social, and sustains nature's ecological flourishing. Cultivating simplicity can make important contributions to basic individual and societal flourishing, to individual freedom and autonomy, to living meaningfully and to securing the flourishing of nonhuman beings. The proven failure of materialism to further human happiness strongly argues that individuals try voluntary simplicity, in food consumption and within other areas of their lives. It also supports efforts to redirect politics in developed societies away from the pursuit of increased material wealth and toward the higher goals.