Don’t Call It Vegan

Changing the way we talk about food without the labels

May 07, 2025

yellow and black train during daytime — Photo by Juno Jo on Unsplash

Some people hear the word vegan and their taste buds go into witness protection.

It doesn’t matter what’s on the plate; tacos, cupcakes, lasagna, PB&J. If you tell them it’s plant-based, suddenly they act like you just served them sadness on a plate. And then, after devouring the whole thing:
“Wow, that was so good . . . for being vegan.”
Thanks, Chad. We’ll be sure to label it next time.

🟡 Just Don’t Tell Them

Here’s the secret: don’t say it’s vegan. Don’t mention it. Just feed them. Humans love food.

Most humans hate labels. Especially ones that carry the implication that they might have to change.
You can serve a “vegan” dish with zero issues . . . until you call it that. Then suddenly it tastes like lentil betrayal.
But the second you take away the label, it's just dinner. Enfrijoladas? Delicious. Creamy bean soup? Love it. Bean spread on toast? Fancy.

Say “vegan beans” and suddenly it’s “why does this taste like a protest?”

🟡 Beans = Poor People Food? Let’s Discuss

Some folks carry the idea that beans are for poor people. Like, peasant pantry kind of poor. Never mind that beans are one of the most nutrient-dense, fiber-rich, protein-packed, delicious, and affordable foods on the planet.

No, they're not served on white tablecloths with steak knives, so clearly they’re beneath us.
Meanwhile, meat is still seen as a status symbol in many parts of the world.
Politicians literally campaign on how often the average family can afford red meat.
The sad truth? People who perceive themselves to be of lower socioeconomic status eat more meat, sometimes just to signal they can. Science says so.

Ironically, in upper-middle-class liberal enclaves, it's kind of unsophisticated to eat meat. Especially red meat. Cue the BBQ with tofu skewers, black bean sliders, and at least three flavors of oat milk. No one’s calling it vegan.

🟡 Meat, Masculinity, and Missing the Point

Turns out the “meat is manly” trope has deep roots in identity and insecurity.

Studies show men who feel their masculinity is threatened tend to double down on meat-eating.
Those secure in their manhood? They’ll eat chickpeas with confidence. That’s science, too.
So yeah, calling a meal “vegan” can make certain people feel... unmasculine. Unwealthy. Uncomfortable.

🟡 Why People Get So Weird

There’s a weird aggression some folks feel when they realize they ate vegan food “by accident.”

Suddenly it’s you who tricked them, like you slipped tofu into their burger the way toddlers sneak cookies before dinner.

🟡 Normalize It Anyway

As much as flying under the radar works, we’re not about hiding who we are.

Yeah, some folks are allergic to the word vegan, not the food. But refusing to use the label just reinforces the shame and misinformation.
Vegan isn’t a dirty word. It’s just food with values.
So go ahead and bring the vegan cupcakes to the party. And if someone asks if there are any “normal ones,” feel free to respond with: “Which ingredient are you allergic to?”

Let’s make veganism the new normal. And if people don’t like it? There are plenty of other parties. With meat. And pus milk.

Forward this to a carnist friend. Or your uncle who thinks beans are a conspiracy.