Posted on
November 19, 2020 by
The VRG Blog Editor
There are so many ways to prepare vegan stuffing for Thanksgiving! We
thought we’d once again share an article by Chef Nancy Berkoff that previously
ran in our Vegetarian Journal that includes recipes for
Eggplant-Tomato Stuffing, Oatmeal-Walnut Stuffing, Goodies-From-the-Garden
Stuffing, Chock-Full-of-Corn Stuffing, Fruited Bread Stuffing, Apple and Raisin
Stuffing, and Spinach and Roasted Pepper Stuffing.
Posted on
November 18, 2020 by
The VRG Blog Editor
Because the standard deduction has been raised to over $12,000 for individuals and over $24,000 for married couples filing jointly, some people may lose the advantage of deducting charitable donations, since their itemized deductions won’t exceed those amounts.
So for donors who are over 72 years old, they may want to use the charitable IRA rollover. The charitable IRA rollover is a distribution from an individual retirement account directly to a charity, such as The Vegetarian Resource Group. The distribution from the plan administrator directly to the charity counts toward the donor’s required minimum distribution for the year, but the charitable donation is not included in the donor’s adjusted gross income.
Others may use a donor-advised fund. Donor-advised funds (DAFs) are accounts where the donors can advise on where and when to distribute funds. Donors claim the charitable deduction in the year the money is transferred to the DAF even though the funds have not been given to the final specific charities. This allows donors to consolidate several years of charitable gifts into one year for their income tax returns. For example, married donors who usually give $3,000 per year to their favorite charitable organization can create a Donor-Advised fund, deposit $21,000 in it for a current year tax deduction, and then distribute $3,000 per year as annual gifts in future years. For example, here is information about a few Donor Advised Funds.
Posted on
November 18, 2020 by
The VRG Blog Editor
By
Katelynn Budzich, VRG Intern
Plant-based
eating has long been seen as a diet craze; however, recently the number of
people who are vegans and vegetarians has been continually growing; and along
with this surge, the size of the vegan food market has been increasing as well.
There are more and more plant-based food products popping up on grocery store
shelves each year. Companies selling plant-based offerings go about marketing
them to the public in various ways. In this article, I will be sharing what a
sample of vegans, vegetarians, and
non-vegetarians think about the ways Beyond Meat, Blue Diamond, Gardein,
MorningStar Farms, and Ben & Jerry’s advertise their products and how these
companies’ commercials represent veganism. All opinions are taken from a sample
of Vegetarian Resource Group interns.
“This commercial, targeted towards a non-vegan audience, does a nice job of encouraging the average American to consider eating meatless meats. I like that the commercial embodies the American culture – grilling, diners, cookout, farming – while managing to incorporate a meatless meat into that. Meat is usually a significant aspect of American culture, so it is encouraging that the commercial displays American life without genuine meat.”
“I really liked this commercial. They were painting a vision of a world that was so positive and enticing, that you just wanted to be part of it. They show all different types of people of all ages, across different environments and situations. They appealed to men barbecuing, which is a masculine activity, as well as men working out which is important to appeal to them since guys think they need to eat meat to be strong. I also liked their tagline “go beyond” since it is catchy and makes me want to contribute to a better world by buying their products.”
“Music was very inspirational and motivating – same with the voice they used. The people they showed were diverse and of all different occupations, showing that Beyond Meat is for everyone. It seemed very inclusive and tried to make it seem like everyone can eat their product!”
A vegetarian for ten years who became a vegan within the last year, “…really liked this commercial! The music was motivational and uplifting and the images were all feel-good ones that gave the viewers positive feelings about the product being advertised. I also thought that the actors helped make it more personal since they represented people in our everyday lives, like ‘Grandpa’ or ‘the team.’… The narration was also key in helping to convince the viewer that Beyond Meat are great options!
A contributor from the UK gave a nice counterargument to the other opinions, thinking the advertisement “felt very slick and professional, and they had clearly thought about how to appeal to non-vegetarians using vegetarian/vegan arguments but framing it without making them defensive (I thought the ‘what if’ framing was good for this, although a little annoyingly upbeat, same with the images and music). I thought it was a bit weird that the shot they used of being ‘friends with’ the cow was the cow just [standing] on the beach, not looking particularly happy, rather than showing the cow being visibly very happy and friends with the humans (this kind of thing). I also personally would have liked the comments about emitting less greenhouse gas and using less land and energy to include some kind of statistics (how much less gases/land/energy?).”
What vegetarians thought:
“I liked this Ad a lot… they didn’t shove it down your throat on
the ideas, which I thought was helpful to people who aren’t vegan/vegetarian”
“Ad is effective in addressing the potential concerns surrounding Beyond
Meat burgers through imagery… The two main concerns of Beyond Meat are the
health and cultural impact of meat. Showing people running and working out
shows that Beyond Meat burgers are beneficial to health. For cultural impact,
showing these Beyond Meat options – burger, hot dog, etc. at the dinner table,
at the grill, show the replaceability of meat with Beyond Meat products”
A contributor who is a lacto-ovo vegetarian (eats eggs and dairy
products, but no meat), said, “This is the commercial I liked the most because
I find it more inspiring. The music is energizing and positive, and they refer
to a lot of different consumers, represented by a different story, age, and
skin color. It is especially inspiring the last image with the two little girls
looking at the dawn. This ad really gets into me!”
What non-vegetarians
thought:
“The images shown
throughout points towards the fact that no matter what stage of life someone is
at, eating plant-based is for the young, the old, athletes, families, and
anyone in between. To me, this shows how accessible and easy to prepare the
product is… From a marketing perspective… vegetables and grains are shown to be
hand-picked and people seem to be happy while eating a Beyond Burger, which further
emphasizes how much Beyond Meat can become a staple product in one’s life.
Finally, the question, “what if,” is simple and repetitive, making it stand out
and stick in the viewer’s head. This choice is strategic as it helps to define
what the company stands for and also what they don’t stand for.”
Overall,
this commercial was well liked by vegans, vegetarians, and non-vegetarians.
Many thought the video was inclusive and painted a vision of a better world
that doesn’t consume meat. Although, what is most interesting to note is how
more than one vegan thought this commercial was geared more towards
non-vegans/vegetarians, as it appeared Beyond Meat was trying to convert
non-vegetarians into eating plant-based, instead of marketing directly to
people who are already vegans.
“The little girl introducing the almond milk sets a wholesome tone for the commercial. I think it’s nice that the commercial emphasizes the company being family-run – if a family uses this product, then it must be reliable. The family and the cute children advertising the products helps to appeal to pathos, convincing me that this product is pure and trustworthy. I also appreciate that the commercial shows the almond milk being poured into a glass, as the silky texture looks appetizing.”
“The commercial was staged as a family affair, showing that almond milk is enjoyable for everyone. I liked how it was in an orchard surrounded by beautiful blossoming trees.”
“I have actually been seeing this ad a lot on YouTube and that might be influencing my response, but I personally do not get super excited or motivated by this ad. I feel like it is not very easy to feel connected to the characters used in the ad, although there is an element of pathos from the little children being featured. The aesthetic is very calm, as is the music, which also sounded a bit generic to me.”
“Music is very happy and uplifting – almost making you think that drinking almond milk is a very fun, joyful thing to do. Family-oriented, so it makes parents want to buy it for themselves and their kids. Also gave options – milk and creamer available.”
“I didn’t really like this one; the family looked a bit creepy… and the whole thing felt very fake, I think because all the shots were from ground level with perfect lighting in the almond orchard and you couldn’t see beyond the forest, so it had a bit of a Disney-family-living-alone-in-a-magical-forest vibe. Also, not sure why they mentioned California so much – I guess if the ad only aired in CA that would make sense but off-putting to others.” This contributor also noted that from a British perspective, this commercial “would come across as abrasively cheerful/fake/arrogant/saccharine, and without enough jokes compared to the ads one would usually see on British TV.”
What vegetarians
thought:
“Cute and family-oriented. An uplifting ad.”
“Ad is effective in its appeal to family and family audiences.
Overall putting a focal point on families can make the product more appealing
because it implicitly shows that a lot of care and personalization goes into
each carton. The child adding that it is her job to test them shows that likely
no harmful products are used because they give it to their own children.”
“The little girl and the music are very sweet, but somehow
this ad does not really invite me to buy its product. I think that a
disadvantage is that they do not show people’s diversity. Besides, it makes me
think about the environmental implications of almond milk (worse than other
plant milks).”
What non-vegetarians
thought:
“I like the first question this ad asks: “where does your almond milk
come from?” As a consumer, I want to know where the product I am buying is
produced. However, overall, the ad really does not say much else about the
product. It states the almonds are sourced from a family owned farm in
California, but it does not show any of the processes and techniques used to
make the milk, leaving out what seems to me a crucial detail I would like to
know. From a marketing standpoint, it is interesting that this ad does not
mention anything about cows or cow milk; pointing out that almond milk is not
necessarily a dairy substitute, but an everyday product. Also, the kids are
primarily narrating the commercial so connecting the almond milk with a
wholesome family immediately associates the almond milk with a good, pure, and
nutritious connotation.”
Many
of the participants noted the use of a family and the ties that image has to
reliability and trustworthiness. However, three people had the opinion that the
ad was exclusive and lacked diversity.
“This commercial is targeted towards non-vegans. Therefore, the
commercial is not as convincing for me to try the product because the concept
is not as relatable. Though, I do like that the commercial takes advantage of
New Year’s resolutions to advertise because not only is it advertising a line
of meatless meats, but it is also encouraging an entirely meatless diet. Both
the idea of New Year’s resolutions and the scrolling through Instagram photos
of meat are very relatable for the average American. A criticism I have for
this commercial is that they should have shown more clips of their meatless
meats. The Instagram introduction with meat photos was unnecessarily long, and
there should have been a clip of the actual product being cooked or eaten.
Showing less real meat and more of their meatless meats would have been more
encouraging for vegans and vegetarians to try the product as well.”
“This commercial was okay, they gave close up of really gross
looking pieces of meat, which I think was supposed to deter us from it. Gardein
made their food look really appetizing in comparison. I didn’t like the music
though, it sounded like a lullaby. Also, at the end of the commercial they said
something like ‘trust me you’ll thank yourself for eating this food,’ but
didn’t say why, which I think is an important thing to include to give people
more of a reason to try it.”
“I personally am biased with this one too because I love Gardein
products, yet I was not super fond of this commercial. The images of meat
probably appeal better to a meat eater, as they mostly just made me want to
stop looking at the video. Yet, I think the idea was probably relatable for a
lot of other people. I did find the music nice, though.”
“Background music seemed almost Christmas-y and joyful, kind of
sucked you into the commercial. Made you realize how much meat you probably ate
over that year, and think about change for the next year. Nice use of social
media visuals to draw people in as everyone loves Instagram. Good videos of
food that looks yummy making people want to buy it.”
“I didn’t really get this ad at all. First, I didn’t eat any meat
at all in 2017 so I guess it wasn’t aimed at me anyway, but the tone of
the opening was very weird (“You ate a lot of meat” sounds strangely
accusatory…). I also didn’t understand if the shots of meats at the beginning
were shots of actual meat or Gardein’s alternative: given that they only seemed
to be advertising meatless meatballs and chicken tenders, probably it was
real meat. But if that’s the case, it’s very odd as the meat at the start was
presented in such a way that it looked markedly tastier and healthier than the
Gardein meatballs and chicken tenders. They also didn’t really explain why one
would eat their products instead of meat: are they supposed to be healthier?
And what does ‘meatless’ mean – are they vegan, or do they contain eggs/dairy
instead?”
What vegetarians thought:
“…No reasons [as] to why you should eat meatless… [commercial]
said, ‘you use to eat a lot of meat, try not to now,’ but why?”
“This ad was an interesting one in terms of the way it approached
promoting the product. Showing several meat dishes in a row appears to be
effective because they seem repetitive and not really appetizing when put in a
row. Followed by this, a transition to the products offered by Gardein appear
to be more aesthetically pleasing. As a result, the comparison of large, messy
meals vs. aesthetically pleasing meals makes meatless meats an enticing
product. I don’t know if this is the most effective way to approach an
advertisement, but it was somewhat effective.”
“I find this ad funny at the beginning because even if I do not
eat meat, it reminds me of the [plenty] of food I ate during winter
festivities with my family. Regarding the images of the product, I find them
tasty and inviting. Even if the ad is short, I do think it can influence me to
buy its products.”
What non-vegetarians thought:
“Referring to meatless foods, specifically the meatballs and
chicken tenders in the commercial, without any mention of them being
plant-based or having veggies in them, makes the product seem more approachable
and easier to switch to if never having gone plant-based before. The ad is
definitely geared more towards non-vegans/vegetarians. From a marketing
perspective, this ad had great timing airing it around New Years’ when people
set resolutions and want to eat healthier and make lifestyle changes. It also
paints meat as gluttonous and heavy, especially by choosing a whole turkey and
beef roast to show, which are two very large and indulgent dishes. Also, the
pictures of the meat seem very gray and unappetizing, almost looking like they
were “mistreated.” However, when it turns to Gardein’s food, the meatballs and
chicken tenders are bright and very enticing in appearance.”
This
commercial received mixed reviews. Generally, many of the opinions stated the
images of real meat dishes were unappealing and lacked any information about
what the product was. No one found this ad to be highly effective, whether they
were vegan, vegetarian, or non-vegetarian
“This quick-paced, simple commercial kept me interested. The close-ups of the nugget being broken in half and dipped in ketchup made it look very appetizing. The girl trying the product looked like she not only enjoyed the ‘meat,’ but was also having a fun time. I like that the commercial immediately showed someone eating it – very straight to the point. The editing was super fun and bubbly, making me believe this ‘meat’ would be delightful to try.”
“I didn’t like this commercial very much. Don’t have much to say here but I didn’t like the music and the whole commercial was very green which is their brand color scheme, but there wasn’t much substance to it or a reason why it was America’s favorite.”
“This commercial also seems to be targeted to meat eaters since the focus is on how their nuggets taste like chicken. I think the actress’s interactions with the product helped make the ad more exciting too. I think the music was also a fun component. If anything from this ad threw me off, it was when they dropped all the nuggets from the sky because to me it looked like they were wasting food, which gives me a negative connotation to the company (which I assume is not their goal).”
“Another very happy and cute feel-good video. Emphasizes “made from plants” so people don’t automatically think it’s super processed or junk food. Product looks like real chicken, so people will be familiar with product. Actor looks like she loves eating them.”
“I thought this was good: had a consistent cheery tone, nice colors, got to the point. If I were to change anything, I’d add another actor so that she’s eating these things with friends/family etc., and maybe change the line the actor gives (obviously everyone saw it coming that they would claim these taste like chicken, given that they are clearly modelled on chicken nuggets).”
What vegetarians thought:
“Won the hearts of plant-based eaters”
“This ad was very simple. By listing the two most blunt facts:
made from plants and tastes like chicken, the ad really simplifies the message.
A plate of meatless chicken nuggets that appear and taste just like its meat
counterpart, and a lady that appears to be enjoying the nuggets are
complementary images that add to the message in a very simple ad. I think this
is the least effective advertisement of the five, I believe the overall general
statements are not that convincing.”
“I do not find this ad so inviting. First of all, I think that it
does not really show images from the product that would make you salivate.
Secondly, I think it might be too short to be able to influence you. Thirdly, I
do not find pleasant the sudden classic music. It does surprise me, but it also
irritates me.”
What non-vegetarians thought:
“I see why MorningStar Farms would state that their product
‘tastes like chicken,’ in order to make plant-based foods seem less imitating
by comparing it to something people already consume large quantities of chicken.
However, personally, I don’t really like that comparison. Instead, I would like
to hear why it is better than eating chicken, what it is made out of and what
ingredients make it supposedly taste like chicken. As for marketing, the
commercial is simple and to the point. Also, when the Chick’n Nuggets are being
dropped from above, the music sounds almost like angels and as if they are
falling from the heavens, subconsciously putting in viewers minds how divine
this product is.”
To
sum up participants opinions on this advertisement, most did not find the
product to have been positioned as looking delicious or the slogan, “tastes
like chicken,” to be an enticing saying or good marketing approach. The
consensus appears to be that this ad was not successful in gaining any of the
three groups’ attention.
“Immediately the commercial begins by showing a variety of the ice cream flavors, which all look very tasty. The commercial’s premise is that Ben & Jerry’s listened to vegan consumers and finally created an entirely vegan ice cream line, which shows that they care about their consumers. I like that they show the woman who decided on the recipe and show her actually making the ice cream. It’s nice to see what goes into their ice cream – it seems of a high quality and convinces me to want to try it.”
“I really liked this commercial since it was relatable, modern, and it told a story! That’s what I really liked about it. It showed they’re listening to their customers; they made the ice creams look so good and enticing. I also liked how they gave a behind the scenes look into how they made it and the customer service behind it… [and] the upbeat music and narration. They didn’t just tell a story, but showed it to me as well!”
“Okay, this ad really made me want to get some Ben & Jerry’s vegan ice cream. I liked the storytelling throughout the video and I also liked how they used a real person to show the process of bringing these non-dairy ice creams to life. I thought the music helped add momentum to the story and ad as well. Additionally, the inclusion of real comments was a nice touch.”
“Commercial tells you a story, similar to one you would see while on a tour of the Ben and Jerry’s facility! So, the vibe was just simply exciting. The story pulled you in and you wanted to see the result. People in it seemed happy about the product. When they showed the ice-cream, it honestly just looked really delicious and the same as normal ice-cream looks-wise, so people would definitely be interested in purchasing it!”
“This was a solid ad. I understood what the new products were and their point, appreciated that they openly used the word ‘vegan’ while staying on brand and keeping the upbeat tone, and it was believable that the woman actually was one of their product developers. I think the music was significantly better than most ad music too, and very on brand for them with a bit of a late 60s/early 70s vibe.”
What vegetarians thought:
“Responding to requests from consumers. Putting in the effort to make
the perfect dairy-free pint. Had a flavor specialist to make the ice
cream. Everything looked appealing”
“This ad was effective in two ways. First, it shows that Ben &
Jerry’s are receptive of their consumers, and they accept feedback and care for
their feedback. Second, it has a very happy, upbeat mood throughout, which
emphasizes how good ice cream is. Further, the ad had an expert, and they
talked about how they would substitute dairy, which was convincing. Overall, I
think the advertisement also took away from the difference between dairy and
non-dairy by emphasizing the chocolate, peanut butter, and other auxiliary
ingredients that help create flavor. I enjoyed this advertisement.”
“This is my second-favorite commercial (but I think that the
reason behind it might be heavily influenced by the fact that the last weeks I
have been trying to eat less dairy and eggs, and I have had crazy cravings for
an ice cream without dairy). The ice creams’ images at the beginning are
already influencing me to stand up and run to buy them, and the moment in which
the woman is mixing the ice cream with the cookies is just so inviting to me.”
What non-vegetarians thought:
“This is a fun commercial overall. I like how actual tweets from
customers were highlighted, showing that Ben & Jerry’s is really listening
and taking feedback. The commercial does a good job at clearly stating what the
ice cream is made out of and what flavors are available. I think introducing
who created the new dairy-free ice cream is a really great marketing tactic as
it puts a kind and caring face behind the product. It also emphasizes the large
amount of time, effort, and commitment the company put into making a product
that is comparable to its beloved regular dairy ice cream. Also, the scene when
the Oreos are being folded into the ice cream looks extremely creamy and
definitely drool worthy.”
As
a whole, this advertisement seems to be a favorite among vegan, vegetarians,
and non-vegetarians. The use of real people and real feedback stood out to most
of the participants. Also, the commercial told a story and very clearly
marketed to both vegans and vegetarians, but also made sure not to leave out
attracting the viewers that do consume dairy, as many noted the ice cream looks
creamy and mouthwatering.
These
5 commercials show the disparities between effective versus ineffective
advertisements. After reading participants’ opinions, it became apparent that
some commercials fail to reach their target audience, while others hit the nail
on the head, as can be seen between MorningStar Farms and Ben & Jerry’s.
And for instance, certain ads do a good job showing a wide range of consumers,
like Beyond Meat, while others do not, like Blue Diamond. The most liked
commercial was Ben & Jerry’s, as it had no negative comments from
participants. On the other hand, discerning which commercial was liked the
least is not as clear, reminding people that overall, advertisements are a
matter of one’s own personal perspective.
Thank
you to the following individuals for contributing: Audrey Hunt, Clarissa Hauber, Daniella Eisenstadt, Julia
Stanitski, Lucia Rivera, Odette Sanchez, Rithvik Swamynathan, and Simon Brown
Katelynn
is a VRG intern and completing a college marketing major.
Posted on
November 17, 2020 by
The VRG Blog Editor
Recent topics brought up include:
– Dragana Vucic Dekic, PhD, shared information on her newest
book titled “The Turtle Who Fights for Animal Rights.”
– Reed Mangels, PhD, RD has written an
article titled “Off to a Good Start with Baby Cereal” that some of
you may find informative: Off
to a Good Start with Baby Cereal
– Parents
shared videos and blog postings they authored on the topic of raising vegan
kids.
https://www.facebook.com/groups/VRGparentsandkids/ is intended to be a group that offers support for
families raising children on vegan diets and for vegan kids. We envision it as
a place to get advice about a wide-variety of topics: pregnancy, birthday parties,
school lunches, Halloween, non-leather apparel, cruelty-free products, summer
camps, and more. Please use it as a place to share your wisdom, seek advice, or
just find a sympathetic ear. The goal is to offer support.
Consequently, any profane, defamatory, offensive,
or violent language will be removed. Feel free to disagree, but do so
respectfully. Hateful or discriminatory comments regarding race, ethnicity,
religion, gender, disability, sexual orientation, or political beliefs will not
be tolerated. We expect that posts should relate to vegan diets and lifestyles.
The Vegetarian Resource Group reserves the right to monitor all content and ban
any user who posts in violation of the above rules, any law or regulation,
SPAM, or anything otherwise off topic.
Please share this information
with any veggie families that you know! Thanks.
Which of the following, if
any, best describes your eating behavior?
I never eat meat, fish,
seafood, poultry, dairy, or eggs.
I never eat meat, fish, seafood, or poultry.
I never eat meat, fish, seafood, poultry, dairy, or eggs when eating out or
getting takeout, but eat one or more of these foods at home.
I never eat meat, fish, seafood, or poultry when eating out or getting takeout,
but eat one or more of these foods at home.
When eating out or getting takeout, I sometimes eat meals without meat, fish,
poultry, dairy, or eggs.
When eating out or getting takeout, I sometimes eat meals without meat, fish,
or poultry.
None of these.
We considered those that
never eat meat, fish, seafood, or poultry; plus those that never eat meat,
fish, seafood, poultry, dairy, or eggs, as vegetarian. We classified that
second category of vegetarians who don’t eat dairy or eggs also as vegan.
Because we use the word “never” and don’t just ask if a person considers
him/herself vegetarian, our numbers may be lower than others. Be wary of
comparing to polls in other countries that ask if you are vegetarian or vegan,
since people may self define differently. We did not ask about honey.
More than half of the U.S. adult population (54%) always
or sometimes eats vegetarian (including vegan) meals when eating out. One
fourth (25%) of U.S.
adults always or sometimes eats vegan meals when eating out. Six percent of
American adults are vegetarian (including vegans) all the time, and half of the
vegetarians are also vegan (three percent of American adults).
We asked the following
additional question, which may be of interest to businesses, marketers,
researchers, academics, students, social scientists, and religious leaders.
This survey also asked,
“Which of the following when making decisions, is your ethics at least one
consideration? Please select all that apply.”
While 45% of Americans say
ethics is at least one consideration when making decisions about food, 64% of
vegetarians (including vegans) did so, and only 34% of those that never eat
vegetarian or vegan meals. Only 14% of all Americans and 5% of vegetarians say
ethics is not at least one consideration when making decisions about any of the
aspects listed. It is interesting that most Americans say ethics is at least
one consideration when making decisions among the aspects listed here, but
which aspects have consideration of ethics when making decisions varies by
individual.
This survey was conducted
online within the United States
by The Harris Poll on behalf of The Vegetarian Resource Group from
June 22-24, 2020 among 2,074 U.S.
adults ages 18 and older. This online survey is not based on a probability
sample and therefore no estimate of theoretical sampling error can be
calculated. For survey methodology, please contact [email protected]. Please note that this poll was taken
during the Covid-19 pandemic. We do not know what influence, if any, that may
have had on the survey answers. See: https://www.vrg.org/nutshell/faq.htm#poll
for more poll information
Posted on
November 16, 2020 by
The VRG Blog Editor
The Vegetarian Resource Group has been approved for
inclusion in the federal government CFC charity list. The CFC code number
10601. If you are a federal worker, we appreciate your support. If you are not
a federal government worker, you can support our veg outreach and education in
your workplace campaign. For some workplaces that do matching donations,
see: www.vrg.org/donate
Posted on
November 16, 2020 by
The VRG Blog Editor
By Lucia Rivera, VRG Intern
As part of the 2020 Food & Nutrition Conference &
Expo, which is professional education for dietitians, nutrition experts Breana
Killeen, Michelle Jaelin, Rahaf Al Bochi, Manju Karkare, and Tessa Nguyen
presented an Education Session Spotlight titled “Asian Cuisine: Beyond the Soy
Sauce.”
The session focused
on nutrition and diet in the five regions of Asia: East, Southeast, Central,
South, and West. All five speakers described staples in the respective regions,
and gave the audience suggestions for creating regionally informed Asian
cuisine recommendations.
Vegetarian and
vegan staples like rice, legumes, soy, breads, and vegetables were touched on
during the session, in addition to notes on the way religion lessens certain
meat-eating in some regions. In South Asia, for example, legumes are often used
as a primary source of protein, for both vegetarians and non-vegetarians.
I believe that the
information presented can also be applied well to daily life for travelers or
for those eating out at any kind of Asian restaurant. For example, vegans can
learn to keep an eye out for specific non-vegan ingredients that may be
commonly used in different cuisines, such as fish sauce in the Vietnamese
cuisine. Contrastingly, it is also useful to know what vegan dishes you can
look out for, like the West Asian hummus made primarily from chickpeas.
Breana Killeen
specifically spoke to the importance of not just “grouping together” all Asian
people and cuisines. One way this can be avoided is through getting adequately
familiar with regional Asian cuisine staples and traditions. The presentation
first focused on East and Southeast Asia.
The major staples
in East Asia are rice and protein, which are used in [non-vegetarian] dishes
like South Korean Bibimbap and fried chicken. South Korean dishes also make use
of key condiments including yondu and gochujang, which is a soybean and red
pepper-based sauce.
Gochujang is one of
the ingredients used to create the spicy aspect of some South Korean dishes, in
addition to garlic and ginger. For sour flavors, people can make use of plum or
apple vinegar. Sweet ingredients commonly used are rice syrup and Asian pears,
the latter which can be found in western grocery stores as well.
In Southeast Asia, however, rice and
protein staples are used in different ways. In Vietnamese cuisine, for example,
rice is often used to make noodles and rice paper for pho and summer rolls,
respectively. Vietnamese cuisine also includes the use of chicken, pork,
seafood, and soy for protein, whether that be as tofu, soybeans, or another
form. Vietnamese condiments also range from soy sauce to Viet huong fish sauce
to pork floss.
The ingredients
that are used in Vietnamese cuisine to achieve salty, spicy, sweet, sour, and
unique flavors also vary from those used in South Asia. For example, salty
ingredients commonly used are fish sauce and soy sauce, while for spicy dishes
bird’s eye chiles and jalapeños are common in addition to ginger and garlic.
Sour limes, lemons, and vinegar are also ingredients used in Vietnamese cuisine
(not as often in South Korean dishes), in addition to unique lemongrass, Thai
basil, and turmeric. Lastly, in order to sweeten the flavor of some dishes,
onions, sweetened condensed milk, and five spice is used often in Vietnam.
Despite their
differences, both Vietnamese and South Korean cultures emphasize communal
eating and the inclusion of certain flavors and non-vegetarian staples like
pork, in their cuisine.
Next in the
session, Michelle Jaelin described the staples and common ingredients of
Central Asia, which includes China, Mongolia, Tajikistan, Uzbekistan,
Kazakhstan, Kyrgyzstan, and Turkmenistan.
In Central Asia,
the cuisine varies sharply between China and the countries often referred to as
the ‘Stans.’ In Tajikistan, Mongolia, Uzbekistan, Kazakhstan, Kyrgyzstan, and
Turkmenistan, some key protein sources are horse meat, Mongolian khorkhog (a
traditional barbeque meat dish), kumis (fermented mare milk), suutei tsai (milk
tea), and shubat (fermented camel milk). In these countries wheat is also used
in a variety of breads, like lepyoshka bread in Kyrgyzstan.
Rice, however, is
an important staple throughout all of Central Asia. While white rice is common,
plov, or pilaf, also is a dish from the ‘Stans.’ In Mongolia, budaatai khuurga
is a rice dish traditionally eaten with meat and vegetables. Rice noodle
varieties are also prominent in Central Asian cuisine. When it comes to spices
and herbs, chiles are used often in the Sichuan province of China, but Chinese
5 spice, green onion, and garlic are used more widely.
Chinese cuisine
also features beef, egg, fish, pork, tofu, seitan, and insect sources for
protein. It is important to note, however, that many of these originate from
different regions of China. For example, BBQ pork is a traditional Cantonese
dish, while tofu is used more often in Sichuan. In Chinese cuisine, you will
also not find as much dairy as in the rest of Central Asian food.
In respect to
condiments, they are more prevalent in China, where soy sauce, chili oil,
hoisin sauce, sesame oil, Shaoxing rice cooking wine, oyster sauce, black bean garlic
sauce, rice vinegar, and doubanjiang (bean chili paste) are all used.
Specifically to achieve spicy flavors, peppercorns, hot pepper oil, chili
paste, cayenne pepper, and more are used. Sweet flavors in Central Asia are
achieved with sugar, hoisin sauce, rock sugar (crystallized sugar), dried
fruit, and more. Overall, though, less fresh fruit and vegetables are used in
the ‘Stans’ than in China.
After discussing
Central Asian cuisine, Manju Karkare spoke on South Asian cuisine, which spans
across Pakistan, Afghanistan, India, Bangladesh, Sri Lanka, Maldives, Bhutan,
and Nepal. The rice staple in South Asia is used through both long grain
basmati rice dishes and short grain rice dishes. The former is primarily used
on special occasions.
Flatbread is another staple of South Asian
food, and can be found in the form of naan in Northern India, Pakistan, and
Afghanistan, but also in the form of chapati, puran poli, dosa, poori, and
paratha in other regions.
For protein, people
in South Asia make use of both plant and animal protein sources. More
specifically, chicken, seafood, and mutton are common animal protein, while
pork and beef are uncommon due to the religious demographics. Plant proteins
include beans, lentils, and sprouted beans, which are eaten by both vegetarians
and non-vegetarians. Dairy is consumed in the form of ghee, buffalo milk
products, and paneer, in dishes like rasmalai (cream and cheese dumplings).
Additionally, South
Asian foods include many nuts, seeds, and dried fruits, in addition to coconut.
Coconut is used green, fresh, mature, or as milk. Coconut is one of the sweet
ingredients commonly used, in addition to jaggery (unrefined sugar), dates,
golden raisins, and dairy cream. Spicy flavors come from the use of chiles,
cumin, coriander, cloves, garam masala, ginger, and garlic. Sour flavors can be
achieved through the use of tamarind, green mango, yogurt, buttermilk, lemon,
and fermented foods as well. Ingredients unique to South Asian and Indian
cuisine include saffron, rose, jasmine, turmeric, and cardamom.
When shifting to
West Asian cuisine, we can see that there is even more diversity between
regional Asian dishes. West Asia includes Georgia, Armenia, Azerbaijan, Turkey,
Cyprus, Syria, Lebanon, Israel, Palestine, Jordan, Iraq, Iran, Kuwait, Bahrain,
Qatar, Saudi Arabia, Oman, United Arab Emirates, and Yemen. Some of the major
staples in West Asian cuisine are legumes; fruits and vegetables; grains;
bread; yogurt; animal proteins; and fats, oil, and nuts.
When it comes to legume use, fava beans,
chickpeas, kidney beans, and lentils are often used in dishes like soup,
falafel, and hummus. Common fruit and vegetable ingredients are olives,
radishes, cucumbers, spinach, eggplant, zucchini, peppers and more. An example
of a dish that makes use of these ingredients is a yogurt dip with mint,
cucumber, radishes, and olives.
Grains eaten in
West Asia range from cracked wheat (bulgur) to freekeh, to various kinds of
rice. Bread is also used, specifically pita bread, saj bread, and lavash bread.
For protein, yogurt
is often used, whether it be as a drink, dip, or within cooked meals. Common
animal sources of protein are meat kabobs, shawarma, and fish, but not pork.
Nuts (such as pine nuts, almonds, walnuts, and pistachios) are
often roasted, but pistachios are also used fresh. Ghee and extra virgin olive
oil are also staples in West Asian cuisine.
Lastly, sumac,
cumin, baharat, zaatar, turmeric, saffron, and cardamom are all spices common
in West Asia. Tahini, a sesame seed paste, is also used, in addition to
pomegranate molasses, which is made from boiled down pomegranate juice.
Overall, all this
knowledge can be used to be specific and accurate when preparing, describing,
or creating recipes inspired by different parts of Asian cuisine. For example,
people should avoid using words like ‘global’ or ‘ethnic’ to describe dishes,
and focus on being regionally specific instead of using phrases like ‘Chinese
fried rice.’ It is also important not to describe food by comparing it to
another staple dish, such as saying something is the Asian version of a taco or
hamburger.
Asian cuisine is
much more detailed and diverse than sometimes presented, but it is always
possible to gain culturally sensitive and accurate knowledge on regional
cuisine, and appreciate the differences between those cuisines as well.
The contents of this posting, our website, and our other
publications, including Vegetarian Journal, are not intended to provide
personal medical advice. Medical advice should be obtained from a qualified
health professional. We often depend on product and ingredient information from
company statements. It is impossible to be 100% sure about a statement, info
can change, people have different views, and mistakes can be made. Please use
your best judgment about whether a product is suitable for you. To be sure, do
further research or confirmation on your own.
Posted on
November 13, 2020 by
The VRG Blog Editor
By Reed Mangels, PhD, RD
I recently got a question from a Vegetarian Resource Group
member asking for supplement recommendations for a vegan 11-year old boy who
doesn’t always eat as well as his parents would like but who generally has a
pretty healthy diet. Here’s what I suggested:
The nutrients I think are most important for growing boys
and that are potentially challenging in a vegan diet are vitamin B12, vitamin
D, zinc, and calcium.
Here’s the amount of each that they need:
11-year-old
Vitamin B12
1.8 mcg
Vitamin D
600 IU
Zinc
8 mg
Calcium
1300 mg
These amounts are the recommended dietary allowance (RDA)
for each nutrient. As parents, you’re likely to be the best people to assess
what your child is eating and to see if there are other possibly problematic
nutrients. For example, if your child doesn’t eat many fruits or vegetables,
I’d be concerned about vitamin C and vitamin A. If they eat mostly carbs and
not many beans or soy products, they may need supplemental iron.
If they are using
fortified foods consistently, they may be getting calcium and vitamin D and
possibly vitamin B12. I’ve included zinc on the list of important nutrients
because it may not be as well absorbed from plant foods and is needed for
growth and development. You can see more about these nutrients on VRG’s website.
If you think your
child’s diet is low in one or more of these nutrients, look for a vegan
children’s supplement that supplies the nutrients of concern. If the supplement
has more vitamin B12 than the RDA, that is not likely to be a problem.
Supplements made for adults may have more of some other nutrients than is
recommended for children so stick with children’s vitamins. Many
multi-vitamin/multi-minerals supplements don’t supply much calcium so, if your
child isn’t using a calcium-fortified plant milk or plenty of green leafy
vegetables, they may need a calcium supplement. See which supplements supply
the nutrients you’re most concerned about, in amounts close to what is
recommended for children (or somewhat lower if their diet already has some good
sources of these nutrients).
If in doubt about
the adequacy of your child’s diet or for specific supplement questions, consult
a registered dietitian with expertise in vegan nutrition.
Posted on
November 13, 2020 by
The VRG Blog Editor
Are you looking for some alternatives to Turkey this Thanksgiving? Fortunately, there are many options today.
Field Roast offers these choices: 1. Celebration Roast with Traditional Bread Stuffing and Gravy – made with fresh onions, celery, cranberries and butternut squash. 2. Hazelnut Cranberry Roast en Croute – a rich, hazelnut-infused grain meat stuffed with Field Roast sausages, crystallized ginger, cranberries and apples – wrapped in a savory puff pastry. It’s even Toaster Oven friendly! See: https://fieldroast.com/products/field-roast/
The Vegetarian Resource Group (VRG) is a non-profit organization dedicated to educating the public on veganism and the interrelated issues of health, nutrition, ecology, ethics, and world hunger. We have been helping health professionals, food services, businesses, educators, students, vegans, and vegetarians since 1982. In addition to publishing the Vegan Journal, VRG produces and sells a number of books.
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