Plant cell walls constitute the key structural components of plants and many plant-based foods. They are well known for contributing to a range of "quality" characteristics, from organoleptic texture to the properties of dietary fiber. Much of the research on cell walls has focused on the physiological aspects of plant growth and development with the belief that this route holds the key to controlling quality characteristics. In addition, consideration of quality has often been determined by what is easily measurable. This review assesses critically the role of plant cell walls in relation to the ultimate determinant of quality - the consumer, but within a whole food-chain context. We conclude that effective exploitation of cell-wall research in relation to optimizing quality requires an integrated approach taking into account the multi-functional roles of plant cell walls, and the diversity of consumer-related quality dimensions.