Oh, I don't try to make it a big deal.  He's a fairly smart kid in most things, actually.  He just...eats until he's sick if you don't watch him. I have tried to get him into cooking, and I will continue to as he gets older since he does seem interested.  He probably will outgrow it, but I just didn't want him to have the same issues I did when I was little.  A bit of projection? Yeah.  But we all know it is just easier when you establish good habits early :)