(I eat them because they are not meat! And that's enough for me! I don't think I'm sneakily being a healthy person all of a sudden, what with the cheese and the brioche bun that surrounds my meatless burger.)
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Anyway it felt like this framing came out of the same sort of logic that equates vegetarians or vegans with automatically being "healthier," which means the beholder has never been to a vegan diner or thought much about them.
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A common form of simplified advice is "eat less meat, eat more vegetables." And by and large it will cause someone to eat in a healthier way that is better for the environment... ... but never underestimate the power of food research and marketing to invert good advice.
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After 20-some years as a veg, any media's bad-faith framing ceases to amaze me. (although I *was* a bit aghast that one of the new burgers included coconut oil chunks)
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