Why most people agree that raw fruits and vegetables are healthy but hardly ever it finds reflection in their meals? You will find here many reasons but first let me tell you a story about office chairs by Malcolm Gladwell – he is an author of two famous books “Blink” and “The Tipping Point”. Years ago there was an unconventional chair designed to be an ultimate chair – comfortable, functional and in a new style. The finished project was presented to a test group, some experts and managers. All of them were happy with the comfortability but hated the look, they were belligerent and against it. It seemed like it was not for the public use. Somehow the chair leaked outside, it was shown in some places, appeared in mass-media, people started to use it more and more widely. The chair became the most popular ever and is a standard for today’s office chairs. When reevaluated by the same test group and experts the chair scored very high in an aesthetic test, everyone expressed that it has a very pleasant look. Malcolm concluded that promoters of a new ideas should be sceptical to a negative judgement and opposition because initial expression may vary from the final expression. There were several other stories confirming that.
Now going back to the subject, people may say that they don’t like the taste of raw food but some years later they may love it. Eating has very little with logic choices. Here I put some reasons why people hardly ever eat raw:

• to remain the same the emotional level, eating style and emotional balance are closely connected, any difference creates quite strong discomfort and must be adjusted – usually to the environment level.
• social choices, silent agreements,
• traditions – they are social choices built up through years, currently raw food became alien, common belief is that you cannot sustain human life on raw food.
• mobbing, marketing and media

I noticed that often in fast food points there are fruits but only for a display, either hanging bananas or oranges in a bowl. It acts as a catch, it looks healthy to attract customers but then gives you comfort of choosing junk food because when you come closer you realize that raw food is locked, too far to reach or behind a glass while all other choices are clearly just waiting to take. I don’t think people are aware of this trick, it is nicely just below recognition threshold. It’s makes people think “I make healthy choices” while they eat lower level food. I wrote “they” but currently I also eat some junk vegan food, just in different situations.

Conclusion: cooked food is an old, well rooted choice that is perpetuated by traditions and in recent decades also by media marketing, it is some kind of a comfort zone that evidently does not serve us well, we need to break through it. Many new raw foodist are popping up, are you one of them?

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