In the 1960s and 1970s, American food culture reflected a post-war emphasis on convenience and industrialization, and was powered by advances in food science. Processed and pre-packaged foods dominated kitchens, offering busy families quick and affordable meal solutions. During this time, frozen pre-packaged dinners, canned soups, and instant foods like powdered drink mixes and potatoes became household staples. Many of these food technologies were adapted from wartime supplies and rationing practices. Others reflected the era’s fascination with modernity and efficiency, catering to a fast-paced lifestyle. Meanwhile, fast food chains like McDonald’s, Burger King, and Kentucky Fried Chicken flourished, offering standardized, affordable meals that fit seamlessly into America’s industrialized, car-centric culture.

At the same time, countercultural movements of the late 1960s and early 1970s began to challenge the status quo of American food culture. The era’s “hippie” ethos and increasing environmental awareness inspired many Americans to seek unprocessed, natural foods. The emergence of specialty food stores offered shoppers an alternative to the modern food industry, focusing on fresh ingredients and minimally-processed products. This budding shift paved the way for chefs like Alice Waters, whose restaurant Chez Panisse (opened in Berkeley, CA in 1971) emphasized fresh, seasonal food and marked the origin of the farm-to-table movement.