Yes, it often also boils down to giving it just a bit more of "care" (time, money) when producing and consuming.

This extends to other related topics as well. For example I had a colleague who went vegan and this meant she actually started to cook and care about the meals. This opened up a whole new dimension to life. I guess much depends also on where you happen the live and/or be brought up, and how strong the food culture is.