" Yet as a general rule it's a whole lot easier to slap a health claim on a box of sugary cereal than on a raw potato or a carrot, with the perverse result that the most healthful foods in the supermarket sit there quietly in the produce section, silent as stroke victims, while a few aisles over in Cereal the Cocoa Puffs and Lucky Charms are screaming their newfound "whole-grain goodness" to the rafters. "

― Michael Pollan