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I commented on this on Fat Gay Vegan's page on this:
http://fatgayvegan.com/2015/03/05/get-it-straight/
He had a similar feeling to you. I don't think the article is too bad, it's just how the Evening Standard report just about everything--there's a new 'trend' born every minute. Phrases like 'the mung bean munchers have finally found their mojo' are just standard journalese to 'enliven' an article by means of bad style and no malice should be inferred. At the end of the day, the article, and its sister piece ...
... are positive, all things considered, which is what will have an effect, as the details of these transient lifestyle fluff pieces will soon be lost, like tears in the rain.
Oliver Schick
Is it bad that I really dislike articles like this?
'Green is the new black: how veganism became sexy in London' - http://www.standard.co.uk/lifestyle/foodanddrink/green-is-the-new-black-how-veganism-became-sexy-in-london-10083206.html
I know I should be pleased more people are apparently going vegan (or at least eating vegan) and that the market for cruelty free food has really taken off now, but I don't want it to be a sexy thing, thanks all the same.
Perhaps it doesn't matter why people choose to go vegan, and I'm sure we all do it (and are entitled to) for various personal reasons, but when I see articles like this, flippantly suggesting that it's all about being 'fit and fashionable', I wonder if the cruelty-free message is being lost a bit.
Maybe I'm just peeved that I've spent nearly all my teens and adult life not following trends (starting with cycling), and actually having to justify or defend my food choices (particularly to those who see it as an act of vanity/fussiness/an eating disorder/part of my eating disorder), and now it's the 'in thing' I fear that judgement is going to be even worse.
Also, finally - I hate the condescending stereotyping comments this writer makes: "The mung bean munchers have finally found their mojo" - ffs!
At least she does address the trend/health reasons vs animal welfare/sustainability issues towards the end of her piece, so perhaps I'm being a bit sensitive. ;-)