“The glamorous Instagram feed for MASA, a brand under Ancient Crunch, looks more like a spread of vintage Vogue covers than advertisements for the product”

"Erewhon isn’t just a one-stop shop for the gluten-and sugar-intolerant; it has become the physical incarnation of our cultural cascade into virtuous eating"

“The thing about seed oils that I find particularly interesting is that when you give up seed oils, your life becomes more enjoyable. Not from a health perspective, but from a hedonism perspective”