THE VEGAN HYPE

I love how all these so-called vegans still drink water
That's a fish's house you savages

In light of my previous post several weeks ago, where I go on about food appreciation in a work life environment, I decided that night to treat myself to yet another delectable dinner at my favorite vegan place just around the corner from Zurich HB, forgoing my usual sweet potato wrap as I poorly attempt to lay off carbs after 5PM. I did however enjoy a very succulent green couscous bowl.

Sometimes, soul food is definitely better than sex.
Not that I’m getting any at the moment.

Although I’m no actual vegan, just a closeted one, I have come to enjoy the freshness delivered by roots. To top it off, Mattias is always ever the sweetheart when he brings my order with a smile. I’ve basically uncovered their marketing strategy - Hire good looking staff and make good food to trap you into their world of veganism.

It’s a psychological warfare

Funny enough, I used to think vegan was gross. The idea of food being flavorless, boring, we’re just eating grass type of gross. I felt like the term vegan itself had this huge psychological impact because food simply did not taste the same upon mentioning it is vegan. In reality, even a simple plate of pasta with tomato sauce and basil is technically vegan. Silly brain of ours!

But that train of thought is slowly changing. I see more and more people embracing the notion of vegan for many different reasons. Mine is purely a health & freshness reason and I think it is so great that we’re opening up more to the idea of creatively mixing ingredients to make something good, even if it is vegan. It's really just a matter of changing your mindset.

More variety. More options. More soul food.

But now leading to my next point. The vegan hype. How authentic is this hype? Don’t get me wrong, I completely respect those who choose to be vegan. My gorgeous animal-loving ginger, Charlotte, is a hard on vegan and whenever we are out and about together in the city, I do make that conscious effort to eat vegan in respect to her choices. So long as she respects the fact that I will eat a nice piece of prime (vegan) steak behind her back when I’m through with her.

But back to my original point

I remember going to Rimini one Friday night, and decided to switch my love for alcohol with Chaya Ice Tea instead. Yes, on very rare occasions, I do make smarter life choices. So imagine my surprise when I see the ice tea bottle labeled ‘100% vegan’. Being the idiot consumer that I am, I thought, Wunderbar! Let me pay those extra francs for vegan ice tea… tea leaves… isn’t that normally vegan by default? I’m sure there must be a logical explanation somewhere in there, but it really made me think about how this term, given the trend, can be so easily exaggerated and manipulated.

If you’ve ever read The Undercover Economist, you would understand what I’m talking about here. The tendency to play on people’s ethical conscious in order to squeeze some extra cash. If you multiply that by millions of consumers who don’t know any better, you’re well on your way to ‘ethical’ wealth, which leaves with the ultimate question, is it really all that worth it?

Meanwhile, as you ponder on that thought, I shall continue brainstorming and sipping on my mean Gorilla smoothie. Till then,

Find me at roots on Instagram:
@msgoodlife.ch