Plenty of shadows


Staying Healthy by Eating Fruits and Vegetables

The modern human being is susceptible to a wide range of diseases due to an unhealthy dietary lifestyle.

This consists of fast food, instant food, processed food, an excessive consumption of meat.

Such food choices paired with an irregular lifestyle, lack of physical exercise and heightened levels of stress wreak havoc on the human body.

We can combat and prevent such diseases by a sufficient intake of vegetables and fruits, containing enriched minerals, fibers and natural vitamins.

This way we can prevent cancer and many other illnesses and to restore nutritional balance in the body. The World Health Organization (WHO) and many other authoritative industries and academic societies recommend a (minimum) amount of daily consumption of fruits and vegetables.


There’s a truism that advertising is always concerned with wants rather than needs. It’s useful, in a limited sort of way. Let’s imagine that you have a shipful of scurvy-afflicted sailors, while I hold five hogsheads of preserved limes. You need my vitamin C. If we trade, advertising is unlikely to figure in the exchange.

The scurvy example is less far-fetched than it might appear. Rickets, tuberculosis, scurvy and other diseases of deprivation have been prevalent throughout recorded history, and persisted in Europe and the U.S. well into the 20th century. (It happens that the second did for my own grandfather, while the first shortened the life of my partner’s father.)

Advertising began the spadework on its grand project, a rhetoric of want, at the turn of the last century. To do so, it had to deliberately ignore the ways that the lives of consumers were still being shaped by need. Alert spectators have pointed out how hunger and disease seem to stalk the bountiful imagery of the fin de siecle print ads, casting jagged shadows across the Gibson Girls and Alphonse Mucha belles. Those shadows faded as the century progressed, but they never completely went away.

Here’s where the limitations of our truism become apparent. The distinction between needs and wants isn’t clear-cut, and some wants are really just forgotten needs shuffling through vampire-like afterlives.

Nutritional products are a case in point. Despite the extraordinary plenty we’ve enjoyed for decades, many consumers remain profoundly anxious about food. A subsection of the industry targets that group with pitches that speak of lack, neglect and failures of self-care.

That’s a shitty way to treat people. Rewriting this example from Hurom UK involved ditching the passive aggressive mode — characteristic of its type — to speak honestly about the qualities of the product. We also tried to be upfront about the 21st century experience of deprivation-amid-plenty.

We think it’s an improvement.


Hurom For Health!

Concerned about your diet? You’re in good company. Health authorities the world over agree that westerners need more fresh fruit and vegetables, and more exercise.

At Hurom, we build juicers to help you kick your junk food habit. They’re a great way to squeeze every last bit of nutritional value out of a raw beetroot, a home-grown apple, or a tray of wheatgrass. And they’re designed to fit snugly onto your kitchen counter, with good looks and a neat, easy-to-clean mechanism.

If you’re planning to launch into a healthier lifestyle, a Hurom juicer is an investment that’s every bit as good as a rowing machine, or a pair of training shoes. Click the links above to learn more about our range.