Michael Pollan

And that's fine with grain because you can store grain for at least five years if you get too much of it and wait for the market to recover.

You subsidize broccoli and you've got a sloppy mess on your hands.

There's nothing you can do.

Yeah.

I mean, they have moved to a culture of ready to eat foods.

They're counting on the fact that there's less cooking happening.

And the way to eat whole foods economically, of course, is to cook them.

If you buy raw ingredients and cook them, that is competitive with buying ready to eat foods.

But many of us aren't cooking anymore.

We don't have the time, or so we tell ourselves, or the two partners are both working.

Commute times are longer.

We're looking for solutions to a problem, which is not enough time to cook a beautiful meal most nights, and the food industry stepped in.

It's often been said that that was a result of feminism beginning in the 60s and 70s.

But that story is a little too simple.

There was definitely with the feminist revolution, there was a lot of argument in households about childcare, house cleaning, and cooking.

And the division of labor had to change.

It was under enormous pressure.

But the food industry saw this as an opportunity, and they recognized that they could step in and solve the problem.

There was a famous billboard that got at this.

KFC, Kentucky Fried Chicken, had billboards around the country, and it was just a bucket of fried chicken, and with a very simple headline, Women's Liberation.