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Ultra-Processed Foods Are Under Fire But Plant-Based Isn’t the Villain

Ultra-Processed Foods Are Under Fire But Plant-Based Isn’t the Villain visual media slide

A major analysis of more than 30,000 brain scans has reignited concern about ultra-processed foods (UPFs), linking heavy consumption to cognitive and neurological risks. But as the story ricochets through mainstream media, a familiar distortion is taking hold: plant-based foods are being swept into a problem they didn’t create and don’t own.


Ultra-processing was never designed to target ingredients, let alone vegetables. The concept comes from the NOVA food classification system, developed by Brazilian public-health researchers in the late 2000s to examine how food is processed, not whether it’s animal- or plant-derived. Somewhere between academic journals and meat industry driven PR, that distinction collapsed. Processing became confused with “plant-based”, and nuance gave way to narrative convenience.


The real question is not - Is it plant-based?”, it’s “Who shaped this narrative, how was this food actually made, and who benefits when those details are blurred?



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