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Who decided that we all have to fit into a category that defines what we eat? It’s nuts! Not that long ago, you ate what was on your plate or you went hungry. Now the driving force behind today’s food consumption seems to be what we chose not to eat, rather than what we eat.


At the strict end of the spectrum are Vegans, who opt out of all animal products. This is usually an entirely ethical decision. Vegetarians are non-meat eaters who consume some animal products (e.g. eggs, butter, cheese). There are numerous types of vegetarians based on which animal products they do and don’t eat. The motivation for inclusion and exclusion in the diet can be based on ethical and/or health reasons.


The newest and fastest-growing segment that has emerged in the past five years is known as “Flexitarian”. This category of consumers – also known as “Semi Vegetarian”, “Vegivore”, and by the purists, “Cheating Vegetarians” – is estimated to represent 40% of the North American market. What is driving this growth in the hybrid category of Flexitarians? Health, more than ethics, seems to be the main reason. A recent survey carried out by Vegetarian Times, considered the standard bearer of vegetarianism, found that 70% or their readership eat meat. No doubt humbled and perhaps in a bid to grow readership, it now focuses less on activism and more on recipes with broader appeal.


So embracing flexitarianism can be a healthy way to go without making that lifetime meat-free commitment. NutBurg’s largest customer base comes from the Flexitarian sector. The original NutBurg and the gluten-free Holy Mole Burger are two of the tastiest, meatless options out there. Some of our customers even eat their NutBurg with bacon on it! Who are we to judge? Although we still haven’t come up for a name for that category!


So when you’re asked why you’re eating your NutBurg burger, smile and say “Because I am a FLEXITARIAN, now pass the cheese, please!”

– James West,
Mr. NutBurg