Also look. If many Americans saw a tomato slice on their burger that was not perfectly round but instead very irregular with lots of divots and varying shades of red, orange, and yellow, they’d bring it to the counter and say they got a rotten tomato.

A local supermarket some years ago put heirloom tomatoes right next to regular tomatoes for basically the same price one summer. They stopped selling heirloom tomatoes after that year because hardly anyone bought them. I did. They were incredible.