" share of stomach.” “It’s a good buzzword,” Jeff said. “You can only eat so much. America is testing that a bit. But you can only eat so much food. And people want it differently than they did thirty years ago, twenty years ago, ten years ago.” Indeed they do—I don’t think I’d ever heard of kale ten years ago, or wanted a quinoa salad. “They’re not going to eat more food,” he continued. “What’s going to change is how they eat it, and how they get it. And that was the beginning of prepared foods. And everybody went into it. "

― Michael Ruhlman , Grocery: The Buying and Selling of Food in America