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.