I didn't write Fast, Fresh & Green for people who are already great cooks. I wrote for everyone who wants to cook with more vegetables. For people who want to cook at home and eat better. That's a lot of us.
Look around your supermarket and you'll see fresh meat and produce all packaged on the ubiquitous foam tray. It's designed to keep low-shelf-life food fresh, but it lasts forever. Where the sense in that?
I want lettuce that is dirty from the fields. I want leeks that are sandy; apples that are crisp and occasionally misshapen. I want my eggs fresh, from pastured hens, with a loose feather inside of the box.