In an era where food prices have surged, with a reported increase of 30% since 2019, one family’s quest to minimise ultra-processed foods (UPFs) has transformed not just their diet but also their financial landscape. Over the past five years, their efforts to embrace fresher, more wholesome ingredients have come at a cost—both financially and in terms of time. This journey reveals the complexities behind making healthier choices in a world where convenience often trumps quality.
A Shift in Shopping Habits
Saturday mornings are no longer spent scouring the aisles of a local supermarket. Instead, the Sherman family now frequents a vibrant farmers’ market in San Diego, filling their baskets with fresh fish, organic meats, crisp apples, artisan cheeses, and succulent berries—enough to sustain a family of four. Yet, this wholesome excursion comes with a hefty price tag. Their weekly grocery budget has risen dramatically since they embarked on their mission to eliminate UPFs from their meals.
The journey began in 2021, sparked by a growing awareness of the food industry’s practices. Armed with insights from Michael Moss’s book *Salt Sugar Fat*, Jen Sherman discovered how UPFs are meticulously engineered to tantalise our taste buds, often at the expense of our long-term health. The revelations were alarming; research published in *The Lancet* in 2025 linked high UPF consumption with chronic disease risks and unhealthy eating patterns, raising questions about the integrity of modern diets.
Embracing Home Cooking
Determined to change their food landscape, the Shermans made a concerted effort to reduce UPF consumption. Initially reliant on pre-packaged meals, they gradually transitioned to preparing meals from scratch. This culinary renaissance began with homemade chicken stock and progressed to crafting yoghurt and even ice cream using a vintage machine. Their commitment to wholesome eating revealed that fresh, organic produce sourced from local farmers not only tasted superior but also fostered a deeper connection to their food.
As their cooking repertoire expanded, they bid farewell to frozen chicken tenders and supermarket ice cream—relics of their former dietary habits. Now, six years into this lifestyle overhaul, they take pride in their from-scratch versions of family favourites.
Financial Implications of Healthier Choices
While the shift towards healthier eating has been rewarding, it has also strained their finances. Jen meticulously tracked their food expenses starting in 2019, revealing a stark contrast in spending habits. For example, their expenditure on cereal plummeted from $158.63 in 2021 to just $34.34 in 2025, while their spending on fresh fruits and vegetables skyrocketed from $2,578.32 in 2021 to a staggering $5,706.36 last year.
The financial strain is compounded by broader economic factors; with food inflation in the US hovering between 2-3% in 2025, the cost of living has risen alongside their grocery bills. The Shermans’ total food expenditure for 2025 reached an eye-watering $15,531.60, nearly tripling since they initiated their changes.
The Complex Reality of Food Choices
Despite their best efforts, the Shermans acknowledge that completely eliminating UPFs from their diet is unrealistic. Their children, aged six and eight, navigate birthday parties and school events where UPFs are abundant. The family adopts a balanced approach, allowing occasional indulgences while maintaining a focus on nutritious choices at home.
Experts in nutrition and food policy, like Bettina Elias Siegel and Priya Fielding-Singh, highlight the necessity of UPFs for many families due to their affordability and convenience. The pandemic has exacerbated existing disparities, making it increasingly challenging for lower-income families to access healthy food options amid rising prices. The structural challenges within the food system create a daunting environment for those wishing to make healthier dietary choices.
Why it Matters
The Shermans’ journey underscores a significant societal issue: the challenge of accessing nutritious food in an increasingly expensive and complex food landscape. Their experience illustrates the delicate balance between health, economics, and the convenience that ultra-processed foods provide. As awareness grows about the health risks associated with UPFs, it’s crucial to advocate for policies that make wholesome foods accessible and affordable for all families. This isn’t just about individual choices; it’s about a collective movement towards a healthier future, where everyone has the right to nutritious, real food.