"Eating close to the source" is the simple idea that the fewer steps between a food's origin and your plate, the better — less processing, less time in transport and storage, and fewer additives needed to keep it stable along the way.
This is one of the more evidence-backed pieces of general dietary advice on this site. Large population studies consistently associate diets high in ultra-processed food with worse health outcomes — more heart disease, more type 2 diabetes, higher all-cause mortality — even after adjusting for calories, salt, sugar and fat content. The exact mechanism is still debated, but the direction of the evidence is unusually consistent for nutrition science. "Eat food that still resembles where it came from" is not a fad; it is close to mainstream dietetic advice, just phrased in the language of this tradition.