Authentic Food? March 1, 2017 Over at Bloomberg, Megan McCardle questions consumers' fascination with authentic (dare I say "natural") food. The whole thing is well worth a read. Here is an excerpt. Too, we must remember that not everyone was a good cook. Cooking was a job, not an absorbing hobby, and as with any other job, many people did it badly. Every farm wife could produce enough calories to feed her family (at least, if the raw materials were available). Not all of them could produce anything you’d want to eat. Modern food-processing technology has relieved us of that most “authentic” culinary experience: boring ingredients processed by an indifferent cook into something that you’d only voluntarily consume if you were pretty hungry. Even the memory of these cooks has fallen away, though you’ll encounter a lot of them if you read old novels.These facts help explain the great paradox at the heart of the authenticity obsession: If those authentic old foods were so great, how come our ancestors were so eager to switch to processed foods?