#Superfood

A superfood is a category of food elevated to satisfy the hunger for self-congratulation under the guise of health. It is shrouded in mystique as though it could cure all, despite scant correlation between price and effect. Ride the trend and you gain social media praise; fall out of favor and it languishes forgotten on the back shelf. Instagram-worthiness often trumps scientific evidence, making it the modern icon of wellness. It nourishes the consumer’s desire for self-affirmation while mysteriously draining the vigor from their wallets.