Over the course of the nineteenth century fruit cultivation spread westward, and the number and extent of orchards and nurseries increased dramatically. By the middle of the century commercial fruit culture had become well established as cities grew and transportation facilities improved. Fresh fruit became more readily available in urban areas. Many people had previously believed that the consumption of fresh fruits led to disease, but in the nineteenth century, diet reformers preached the virtues of simple, natural, plain foods. Men of wealth and culture took a great interest in growing and appreciating fruit.