" The big growers are not evil. They are worried about the same thing they've always been worried about: this year's crop. They want it to be big and they don't want it to get wiped out by some insect or fungus. The last thing they think about is flavor because no one is paying so much as a penny extra for flavor. The growers sell to the wholesalers, who are also hooked on quantity because their customers, the supermarkets, sell tomatoes to consumers who think everything should cost 99 cents per pound and who've never known anything other than cardboard tomatoes. "

― Mark Schatzker , The Dorito Effect: The Surprising New Truth About Food and Flavor