He acknowledges the ease and convenience of purchasing prepared food. No one would argue that buying a loaf of bread off the shelf is relatively cheap and quick. The question is the long-term costs.
In "Fast Food Nation", the author discusses how we trade the convenience of quick, cheap food for greater medical costs down the road because of the long-term consequences to our health by eating this cheap food. Capitalism is good at the short-term side, but very poor at long-term costs. That $1.29 loaf of bread is cheap and easy now, but what are the costs down the road if that loaf contains harmful toxins and pesticides that damage my health? Capitalism as practiced today doesn't care much about that. It's up to us individually to assess these costs and not let someone else do it for us. That's what this is all about.