The Peak (Singapore) - - The Hot Seat -

With greater at­ten­tion di­rected at the cul­ti­va­tion and ori­gins of food, mil­len­ni­als are tak­ing full con­trol of what goes into their bod­ies.

Hav­ing wit­nessed the well-doc­u­mented haz­ards of fast food, mil­len­ni­als have de­vel­oped a more so­cial and civic-minded aware­ness when it comes to buy­ing and con­sum­ing food. They’re more con­cerned about the prove­nance of their food and what goes on be­hind the scenes. Buzz­words such as “re­spon­si­blyraised meat”, “grain-fed”, “free-range” and “cage-free eggs” make all the dif­fer­ence. Eth­i­cally farmed and raised pro­duce stand a higher chance of get­ting picked off the shelves. The #EatClean diet, fo­cused on na­ture’s su­per­foods such as av­o­ca­dos, goji ber­ries and kale, has also risen in pop­u­lar­ity, in re­sponse to the highly pro­cessed food cul­ture of to­day. Its vis­ual and aes­thetic ap­peal – man­i­fest­ing it­self in colour­ful veg­etable and poke bowls – helps to per­pet­u­ate its al­lure, es­pe­cially on so­cial me­dia.

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