The idea of eating "natural foods" was promoted by cookbook writers in the United States during the 1970s with cookbooks emphasizing "natural," "health" and "whole" foods in opposition to processed foods which were considered bad for health. In 1971, Eleanor Levitt authored The Wonderful World of Natural Food Cookery which dismissed processed foods such as readymade dinners, cookie mixes, and cold cuts as being full of preservatives and other "chemical poisons."
Jean Hewitt authored the New York Times Natural Foods Cookbook, an influential cookbook on the use of natural foods. Hewitt suggested that before large-scale mechanized farming and modern food production methods, people ate "fresh, natural and unrefined foods for granted" and but have since abandoned this way of eating for highly processed foods which are devoid of flavor and nutrition. Hewitt's cookbook offered "the textures, tastes and nutritional benefits of the natural, fresh foods that grandmother knew" and dedicated the recipes to "the thousands of people across the country who believe in, and practice, the natural way of eating for good health".