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All about marketing: this is big business, so a lot of money is spent pushing the convenience life style.

I have a difficult time relating to this however since cooking is a favorite activity of mine and my wife. We just got home from a trip so yesterday I made up a shopping list of fresh food that my wife picked up and in the afternoon I made Pad Thai with 6 different fresh vegetables from our garden and our local market.

Cooking is a lot of fun, and I can't understand why people can not make it a priority.

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Also, please excuse plugging my own little project, but here is my cooking web app: http://cookingspace.com I use the USDA nutrition database to assign fairly accurate nutrient values to recipes. (Runs on Heroku, and I just spun up extra dynos, so try it out - I don't advertise this web app since I more or less wrote it for my own use.)

I love cooking too, but my wife couldn't care less. It's not everyone's hobby! (sadly)

I absolutely hate to cook, but I have found it's much easier to grab some fresh fruits/veggies and a handful of nuts or make a decent sandwich on whole grain bread than it is to heat up some microwave something. I think that's another misconception some people have. Fact is, you don't have to do a lot of cooking to eat healthy. Eating your fruits, vegetables and whole grains raw is healthier than cooking them and requires no more effort than a quick rinse in the sink.