Why is it so hard to change our country's view on food and eating?

In class we talked about how, as a society, can we change or influence optimal health. One idea was to change the way people think about food. Which is a great place to start. More people need to start thinking of food as fuel for the body. Why is it so hard for us as a society to view it that way? I think it begins with how busy everyone stays,  we are always running from one thing to the next. Food is seen as just a way to satisfy that annoying feeling of hunger. So, low on time, we end up running through the nearest drive through or grabbing the closest thing to us.  I know I fall victim to it as well, I work part time, go to school full time, and still try to maintain a social life so well balanced meals at appropriate times tend to fall by the way side. As a whole,  society needs to realize the benefits of a well balanced meal and the impact it can have on our whole day.