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  A reply on Talk: Jamie Oliver's TED Prize wish: Teach every child about food

  Feb 14 2010: Well, I think it's not that easy. It might not be more expensive in terms of money but it also costs time. That's inconvenient if you're not used to or think you lack the time to prepare food (taken aside things like fruit which you can eat 'out of the box' but one simply cannot only buy fresh, unprocessed stuff).
  Plus, at least here in Germany, we see ruthless competition of supermarket discounter chains. Food is and indeed has to be cheap because people are not willing to invest more money. Which leads to producers having to make a cheaper product which at some point affects quality. And although labeling might be better than in the U.S. there is still lots of confusion amongst people over what food actually is healthy. Buying food today is a very delicate process and it's easy for companies to deceive people. Therefore education is an important part of the solution, as Jamie pointed out. Only then are people enabled to make informed buying decisions.