It really isn’t BS at all. I’m in Ohio and almost nobody I know under the age of 40 knows how to cook anything that doesn’t come out of a can or a box. “Prepared at home” in many cases is just warming up processed foods or combining a couple processed ingredients.

The vast majority of the people I see actually buying produce at the grocery store are older people and immigrants. Almost everyone else is buying the processed crap in the aisles.