As born and bred Kansas girl now living in San Francisco, the type of food I prepare and the way I look at it is incredibly different than how I grew up eating. A decent portion of this change can be attributed to San Francisco food culture, but the way Americans as a whole are viewing food is also shifting.
Growing up in a tiny, rural town whose restaurant options included the local diner, Pizza Hut, and Dairy Queen, my mom made breakfast, lunch, and dinner — from scratch — every day. We rarely went out to eat. My dad was a food scientist and so processed food was frowned upon and most times strictly prohibited. Velveeta isn't cheese, and it definitely is not food. All of this is to say I had a very nutritionally balanced childhood.
However, our vegetables were homegrown (but not organic), our chocolate chip cookies homemade (with Hershey's chocolate chips), and the beef we consumed (corn fed) was so local it would have brought any San Franciscan to tears.
Over the past 5 – 10 years the way we look at food is changing. It's not only what we eat, it's how we eat.
We don't just want organic vegetables, we want them to be heirloom and we want to know where they were grown. We want hormone-free, grass fed, local beef. And by golly we want fair trade coffee, chocolate, and quinoa.
Paying such close attention to our food is a macro trend — a positive one I might add — that may make us roll our eyes occasionally *ahem Portlandia* thankfully doesn't seem to be going away anytime soon.