ProVeg South Africa rejects image of man as ‘meat-dependent consumer’

November 3, 2023 — In the spirit of World Vegan MonthProVeg South Africa is supporting this year’s Vegan Society campaign to prioritize myths and perceptions that persist about plant-based diets in male social circles.

“Especially in developing countries like ours, there still seems to be a somewhat mythological belief that there is a direct causal link between eating meat and being masculine or embodying masculine traits. We don’t think this is the case and it’s a view we would like to challenge,” Wikus Engelbrecht, head of communications for ProVeg South Africa, told Nutrition Insight.

Referencing the Vegan Society’s findings that 41% of British men want vegan options, Engelbrecht says: “It’s very encouraging to see that such a high percentage of younger men are considering going vegan, and the split between The gender distribution within the already vegan population is largely in line with what we see in other countries.

Outdated diet and ideal self-image
Despite the exponential growth of the global vegan community, negative stereotypes about plant-based eating and masculinity persist in the popular imagination, even with ample evidence demonstrating that there are many nutritional sources for vegan diets and that many high-level athletes and sports competitors support them. plant-based diet.

“Man as a “meat-dependent consumer” is a fading cliché; however, in today’s world where gender and identity are so thoroughly re-examined, transforming some of the rigid tenets of the past into shades of modernity,” notes Engelbrecht.ProVeg South Africa describes the meat-dependent male consumer as an outdated ideal.

“Food and self-image are today a subject frequently discussed in the media, but what could be more “manly” and more responsible than making the best nutritional choices to improve one’s health and longevity, allowing one to live a long and productive life to better provide for the needs of your family and your community?

It describes claims that enhancing gender status as a justification for meat eating is illusory, facetious, and outdated.

“How many men eat meat not because they think it makes them more masculine, but because they fear others will not view them as masculine if they don’t?” In primitive times, hunting was considered a high-risk activity and, therefore, in the crude and uncompromising logic of the time, as masculine,” Engelbrecht emphasizes.

“But today, it is neither more difficult nor more dangerous to obtain a piece of meat on the shelves of a supermarket than to buy beans or lentils. Today we hunt with our wallets and not with spears. We comfortably drive to our local stores instead of crossing a wild savannah on foot.

Tips for Switching to Plant-Based Products
“Reduction is better than perfection” for those looking to become vegetarian or vegan. ProVeg says it may be more sustainable to gradually increase their consumption of plants and decrease their consumption of animal products rather than immediately making a complete transition.

“Education plays a key role, and just learning and trying some plant-based recipes, for example, is part of a journey that won’t happen immediately. ProVeg recommends its Veggie Challenge to effectively guide people new to the plant-based lifestyle through their first month of trying to transition,” says Engelbrecht.A significant barrier to eating a plant-based diet is the idea that it is not nutritionally adequate.

Veganuary is another option. The annual January campaign can also help guide participants in their first steps towards veganism. Green Mondays is a campaign to get people eating plant-based starting with just one day a week.

“One of the biggest barriers to transitioning to a plant-based diet is the misconception, and perhaps fear, that a vegan diet does not provide adequate nutrition and that once people give up animal products, their health will deteriorate,” says Engelbrecht.

“It’s understandable that people are reluctant to change their diet, perhaps one of the most deeply ingrained personal habits, but with the emergence of greater plant-based consumption in society, this should help to dispel concerns that this is not a healthy lifestyle.”

“The number of vegans around the world has increased rapidly over the past ten or twenty years, and this should inspire confidence. The more the plant-based movement grows, the more evident it becomes as a beneficial health choice,” he concludes.

By Inga de Jong

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