Professor Angela Smith has recently given a paper at the 3rd FoodKom International Conference, held in Ljubljana, Slovenia. Angela considered the recent shift in food communication which has seen a rapid rise of the concept of 'clean eating' as an all-embracing notion of wellness. In the UK, the pioneers of clean eating have recently sought to distance themselves from this controversial area of cooking and lifestyle by rebranding themselves as purveyors of a more generic wellness agenda. Angela showed how the self-appointed clean-eating gurus who write the blogs and cookery books associated with the concept nevertheless seek to persuade us to exclude huge groups of food types and to 'get the glow'.
