ARFID or SED can occur due to an event or phase in one’s past. The ‘pain’ resulting from the occurrence is often associated with certain foods and, as a result, psychological mechanisms that are usually invoked to protect us from harm, will operate to ensure we avoid them. The longer this situation persists, the more the avoidance behaviour will be established and sometimes a belief that harm will result from eating these foods becomes strongly justified in the mind. Fortunately, effective and rapid help is at hand.