Clean as a bean?

Fresh, organic, free from antibiotics and additives: ‘clean’ produce is tipping into the mainstream.     

As we are becoming so much more health conscious, spooked by tales of health scares and proficient at reading labels, the market has also had to adapt.

After recently attending the Future of Food and Drink Forum at the Future Laboratory, I discovered that the global market for organic products reached a staggering £47bn in 2013, (Research Institute of Organic Agriculture). In the UK, sales of fresh produce, meat and dairy in supermarkets have risen 5% since 2014, compared to a 1% increase for processed and packaged items (Morningstar).

London’s health food scene is clearly waking up to this clean living trend and a burgeoning network of restaurants, market stalls, delivery services, workshops and lifestyle events are popping up regularly, usually run by people who believe that ‘clean’ is the way forward. Every dish tends to look and taste delicious! My latest favourite has to be buckwheat gnocchi from Tanya’s Café in Chelsea. But if you can’t make it to specialist eateries, I’ve even seen “classic clean favourites” such as coconut water, quinoa and edamame beans on supermarket shelves and chain restaurant menus. The ‘clean eating’ trend shows no signs of slowing, in fact it has become its own industry, you only have to Google the term for millions of results to turn up, running the gamut from magazines to blogs, books, and recipe sites etc.

I’m a sucker for ‘clean eating’ myself and feel hugely inspired by glam food bloggers AKA the business women behind the ‘clean’ revolution; ‘Deliciously’ Ella Woodward and the Hemsley sisters. When I switched to this way of living at the beginning of the year not only did I benefit from weight loss but it also had a massive impact on my wellbeing – I can completely understand how this has become a major movement, spurred by people from all walks of life who want to feel good about what they’re putting in their bodies.

As this trend moves to the mainstream consumer, companies in the food industry will need to adapt. Some of the biggest-name food brands in the US are already jumping on the ‘clean’ bandwagon with Nestlé USA announcing that it will stop using artificial colours in its chocolates by the end of 2015 and McDonald’s sourcing chicken raised without antibiotics…I have no doubt that British brands will contract ‘clean eating’ fever soon enough.

The food and drink forum gave us an amazing insight into other developing trends under the ‘clean eating’ umbrella including  Protein Power, Flexitarian Lifestyles, Wellness Rising and Alco-health.

Fancy living the clean dream?

Jodie Gee

Account Director

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