food Marketing - Technology 2/2024

Editorial
Clean Eating for a Healthy Future?
A phrase has been buzzing around
in the USA for a while now and which
is finding a larger following in Europe.
“Clean Eating“ is a food fad somewhere
between a complete return to nature
and a demonisation of all things
processed. There are variations to the
definition, but basically, Clean Eating
means staying as close to nature as
possible, including the preparation of
meals from scratch, using local and
regional ingredients.
Of course there are many reasons for
this, starting with health. Supporters
claim that Clean Eating nourishes your
body with healthy and nutrient-dense
foods. Clean foods fill your body with
plentiful vitamins and minerals, highquality
protein and healthy fats, which
improve heart and brain health, assist
with weight management, build a
stronger immune system and increase
energy levels, among other benefits.
How nice this would be.
Because there is no science
background to Clean Eating, the
variations to the theme are sometimes
unclear, and without a sound basis. For
example, it’s often recommended that
dairy and wheat are excluded from
the diet, even for those who have not
been diagnosed with an intolerance or
allergy. Coconut oil is often promoted,
despite being high in saturated fat,
which is linked to high cholesterol.
Butter is avoided by some clean eaters,
but not by others, while most who
eat it suggest it should be organic
and grass-fed – attributes that don’t
change the fact it is high in saturated
fat. There is inconsistency over sugar.
Although white sugar is definitely not
viewed as ‘clean’, honey, maple syrup
and juices, which are also sources of
free sugars, are usually included and
even encouraged by some clean eating
gurus.
What is often forgotten, in some extreme
circles, is that processed foods grew
from a need for convenience, as well
as the wish for increased food safety
and variety – and here there is plenty of
scientific proof. It is unquestionably true
that there are some foods we should be
eating less of and others we should eat
more of, but it is not helpful to define a
world of food in terms of clean and dirty.
The Clean Eating community would
present an image of perfection that
isn’t realistic. The majority of families
(including families of one or two) simply
do not have the time or money to spend
in the garden or kitchen and being given
a feeling of inferiority or guilt is not a
good association.
Ian Healey
Editor-in-Chief
In real life, some days there will be
time to cook and being flexible in your
diet is important if there is going to be
a pattern of eating for the long term,
rather than a continuous cycle of ups
and downs.
Nowadays people simply need to find
what is right for themselves. Food can
be fun, preparation and cooking can
be a communal experience. And, as
always, there needs to be a balance.
And respect for others who choose
differently.
Cheers
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food Marketing & Technology • April 2024
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