What's Behind The Vegetarian Boom In Meat-Loving Argentina

In a country famous for its carne culture, a new generation is opting for a far different kind of diet, and food retailers are paying attention.

Environmental organizations protesting in Buenos Aires
Environmental organizations protesting in Buenos Aires
María Paula Bandera

BUENOS AIRES — There have always been kids who are picky eaters. But these days, more and more are being picky with a purpose: to avoid eating anything "animal-based." Yes, even in Argentina — a country that's celebrated for the quality of its beef and known for its love of barbecues — a growing number of teenagers are going vegetarian or vegan.

Food firms are taking note. Indeed, anyone shopping or eating out will note more vegetarian and vegan options. A study from July 2019 by consultants Kantar found that 9% of all Argentines were vegetarian or vegan. The numbers aren't broken down by age, but it stands to reason that the trend is most prevalent among young people, as suggested by a survey done in the United Kingdom by the polling firm Ipsos Mori, which found that half of all vegans are aged 15 to 35 years.

Pediatrician Jorge Yabar Bilbao isn't surprised. "It's the stage in life when you're opposed to the previous generation's parameters, and that means judging your parents' food culture," he explains.

And yet, it's also something that's relatively new in Argentina. Fellow pediatrician Pablo Posternack, who works at the Ricardo Gutiérrez children's hospital in Buenos Aires, says the trend was discernible "about seven years ago" and that most of those opting for this diet were "about 14 years old."

Nine percent of all Argentines are vegetarian or vegan.

Mariela Mociulsky, head of Trendsity, a consultancy specializing in trends, has her own take on why youngsters should be turning to "green" eating: "They are always ahead of things and show they are open to changing some consumer habits," she says. There are also a lot of young people, Mociulsky adds, who are militant in their defense of animals and the environment.

Lucas Marion, the owner of the Estilo Veggie restaurants, says that when he opened in 2017, few people were clear about terms like plant-based or vegan. Even now, many of his young customers aren't strictly vegetarian, be explains. Nevertheless, they come to Estilo Veggie after school — or they did, at least, before the pandemic — because they're seeking "good, healthy food," Marion says.

Veganism is something that goes beyond food to include rejection of all products — like shoes, for example — that are derived from animals. Vegetarianism, for its part, comprises a range of habits. Some vegetarians, in addition to not eating meat, also avoid dairy products, while others consume dairy but not eggs.

These choices make a difference in terms of nutrition, and doctors believe vegetarian eating can lead to vitamin deficiencies. María García, a nutritionist and teacher at the private university Isalud, says vegetables are generally deficient in vitamin B12 and iron. Pediatrician Yabar Bilbao agrees and says that when patients tell him they want to go vegetarian, he has them take a blood test and another one six months into the vegetarian diet.

"Often I find rock-bottom B12 and iron levels," he says.

But vegetarians themselves often have other concerns in mind. Carolina Capaccio, a 17-year-old who decided to ditch meat in 2018 after seeing information on its reputed health and environmental effects, initially had blood tests every semester.

"But now my body is happy with this type of food," she says. "I used to adore veal steaks, but I'm more concerned about their impact on living beings than I am about my palate."

Mia Arrosi, 13, became vegetarian during the pandemic while in lockdown. In her case, she consulted a nutritionist. "It helped a lot," Arrosi explains. But many youngsters prefer to take their advice from social networking sites, says Yabar Bilbao.

It doesn't seem right to kill a living being that is sentient and contributes to the ecosystem.

Zoe González, 18, went vegetarian thanks to a friend. "He introduced me to this world and when we went on a gap-year trip to Europe, we saw that many people there are vegetarian," she says. "Today in our group there are 15 vegetarians."

"It doesn't seem right to kill a living being that is sentient and contributes to the ecosystem," the young woman adds. "My generation is moved by the pollution of the environment and meat is the most polluting."

The market has responded to the trend by offering more plant-based products. In Argentina, the U.S. firm NotCo already has five vegetarian products including mayonnaise and plant-based hamburgers, and wants to "reach 20 products by December." And local Walmarts sell plant-based burgers, yogurts, ice creams and especially milk.

Matías Grondona, sales chief for Walmart Argentina, calls the veggie-milk a "star product" and says that unit sales increased 90% this year. "That's why we're working hard to boost this section, adding in our own brand," he says.

Unlike homemade versions, packaged plant milks have added vitamins and supplements like zinc or calcium. One of the firms venturing into this category is Pampa Vida, offering rice milk and almond milk. "We often traveled to the United States and could already see in 2015 that people were buying more plant milks than the classic kind," says Gonzalo Leiva, one of the firm's founders.

La Serenísima is also launching two plant-based drinks. The firm says a recent market study showed plant-based foods are "a very promising future in the country. Our objective is to keep expanding our offer."

As consumers, youngers have a certain amount of power — green power, in this case — and in Argentina and elsewhere, they're wielding it to put a stop to violence against animals.

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food / travel

The True Horrors Behind 7 Haunted Locations Around The World

With Halloween arriving, we have dug up the would-be ghosts of documented evil and bloodshed from the past.

Inside Poveglia Island's abandoned asylum

Laure Gautherin and Carl-Johan Karlsson

When Hallows Eve was first introduced as a Celtic festival some 2,000 years ago, bonfires and costumes were seen as a legitimate way to ward off ghosts and evil spirits. Today of course, with science and logic being real ghostbusters, spine-chilling tales of haunted forests, abandoned asylums and deserted graveyards have rather become a way to add some mystery and suspense to our lives.

And yet there are still spooky places around the world that have something more than legend attached to them. From Spain to Uzbekistan and Australia, these locations prove that haunting lore is sometimes rooted in very real, and often terrible events.

Shahr-e Gholghola, City of Screams - Afghanistan

photo of  ruins of Shahr-e Gholghola,

The ruins of Shahr-e Gholghola, the City of Screams, in Afghanistan

Dai He/Xinhua via ZUMA Wire

According to locals, ghosts from this ancient royal citadel located in the Valley of Bamyan, 150 miles northwest of Kabul, have been screaming for 800 years. You can hear them from miles away, at twilight, when they relive their massacre.

In the spring 1221, the fortress built by Buddhist Ghorids in the 6th century became the theater of the final battle between Jalal ad-Din Mingburnu, last ruler of the Khwarezmian Empire, and the Mongol Horde led by Genghis Khan. It is said that Khan's beloved grandson, Mutakhan, had been killed on his mission to sack Bamyan. To avenge him, the Mongol leader went himself and ordered to kill every living creature in the city, children included.

The ruins today bear the name of Shahr-e Gholghola, meaning City of Screams or City of Sorrows. The archeological site, rich in Afghan history, is open to the public and though its remaining walls stay quiet during the day, locals say that the night brings the echoes of fear and agony. Others claim the place comes back to life eight centuries ago, and one can hear the bustle of the city and people calling each other.

Gettysburg, Civil War battlefield - U.S.

photo of rocks and trees in Gettysburg

View of the battlefields from Little Round Top, Gettysburg, PA, USA


Even ghosts non-believers agree there is something eerie about Gettysbury. The city in the state of Pennsylvania is now one of the most popular destinations in the U.S. for spirits and paranormal activities sight-seeing; and many visitors report they witness exactly what they came for: sounds of drums and gunshots, spooky encounters and camera malfunctions in one specific spot… just to name a few!

The Battle of Gettysburg, for which President Abraham Lincoln wrote his best known public address, is considered a turning point in the Civil War that led to the Union's victory. It lasted three days, from July 1st to July 3rd, 1863, but it accounts for the worst casualties of the entire conflict, with 23,000 on the Union side (3,100 men killed) and 28,000 for the Confederates (including 3,900 deaths). Thousands of soldiers were buried on the battlefield in mass graves - without proper rites, legend says - before being relocated to the National Military Park Cemetery for the Unionists.

Since then, legend has it, their restless souls wander, unaware the war has ended. You can find them everywhere, on the battlefield or in the town's preserved Inns and hotels turned into field hospitals back then.

Belchite, Civil War massacre - Spain

photo of sunset of old Belchite

Old Belchite, Spain

Belchite Town Council

Shy lost souls wandering and briefly appearing in front of visitors, unexplainable forces attracting some to specific places of the town, recorded noises of planes, gunshots and bombs, like forever echoes of a drama which left an open wound in Spanish history…

That wound, still unhealed, is the Spanish Civil War; and at its height in 1937, Belchite village, located in the Zaragoza Province in the northeast of Spain, represented a strategic objective of the Republican forces to take over the nearby capital city of Zaragoza.

Instead of being a simple step in their operation, it became the field of an intense battle opposing the loyalist army and that of General Francisco Franco's. Between August 24 and September 6, more than 5,000 people were killed, including half of Belchite's population. The town was left in rubble. As a way to illustrate the Republicans' violence, Franco decided to leave the old town in ruins and build a new Belchite nearby. All the survivors were relocated there, but they had to wait 15 years for it to be complete.

If nothing particular happens in new Belchite, home to around 1,500 residents, the remains of old Belchite offer their share of chilling ghost stories. Some visitors say they felt a presence, someone watching them, sudden change of temperatures and strange sounds. The ruins of the old village have been used as a film set for Terry Gilliam's The Adventures of Baron Munchausen - with the crew reporting the apparition of two women dressed in period costumes - and Guillermo del Toro's Pan's Labyrinth. And in October 1986, members of the television program "Cuarta Dimensión" (the 4th dimension) spent a night in Belchite and came back with some spooky recordings of war sounds.

Gur Emir, a conquerer’s mausoleum - Uzbekistan

photo of Gur Emir (Tomb of Timur) i

Gur Emir (Tomb of Timur) in Samarkand, Uzbekistan

Chris Bradley/Design Pics via ZUMA Wire

The news echoed through the streets and bazaars of Samarkand: "The Russian expedition will open the tomb of Tamerlane the Great. It will be our curse!" It was June 1941, and a small team of Soviet researchers began excavations in the Gur-Emir mausoleum in southeastern Uzbekistan.

The aim was to prove that the remains in the tomb did in fact belong to Tamerlane — the infamous 14th-century conqueror and first ruler of the Timurid dynasty who some historians say massacred 1% of the world's population in 1360.

Still, on June 20, despite protests from local residents and Muslim clergy, Tamerlame's tomb was cracked open — marked with the inscription: "When I Rise From the Dead, The World Shall Tremble."

Only two days later, Nazi Germany invaded the Soviet Union, with the people of Samarkand linking it to the disturbing of Tamerlane's peace. Amid local protests, the excavation was immediately wrapped up and the remains of the Turkish/Mongol conqueror were sent to Moscow. The turning point in the war came with the victory in the Battle of Stalingrad — only a month after a superstitious Stalin ordered the return of Tamerlane's remains to Samarkand where the former emperor was re-buried with full honors.

Gamla Stan, a royal massacre - Sweden

a photo of The red house of Gamla Stan, Stockholm, Sweden

The red house of Gamla Stan, Stockholm, Sweden


After Danish King Kristian II successfully invaded Sweden and was anointed King in November 1520, the new ruler called Swedish leaders to join for festivities at the royal palace in Stockholm. At dusk, after three days of wine, beer and spectacles, Danish soldiers carrying lanterns and torches entered the great hall and imprisoned the gathered nobles who were considered potential opponents of the Danish king. In the days that followed, 92 people were swiftly sentenced to death, and either hanged or beheaded on Stortorget, the main square in Gamla Stan (Old Town).

Until this day, the Stockholm Bloodbath is considered one of the most brutal events in Scandinavian history, and some people have reported visions of blood flowing across the cobblestoned square in early November. A little over a century later, a red house on the square was rebuilt as a monument for the executed — fitted with 92 white stones for each slain man. Legend has it that should one of the stones be removed, the ghost of the represented will rise from the dead and haunt the streets of Stockholm for all eternity.

Port Arthur, gruesome prison - Australia

a photo of ort Arthur Prison Settlement, Tasmania, Australia

Port Arthur Prison Settlement, Tasmania, Australia

Flickr/Eli Duke

During its 47-year history as a penal settlement, Port Arthur in southern Tasmania earned a reputation as one of the most notorious prisons in the British Empire. The institution — known for a brutal slavery system and punishment of the most hardened criminals sent from the motherland— claimed the lives of more than 1,000 inmates until its closure in 1877.

Since then, documented stories have spanned the paranormal gamut: poltergeist prisoners terrorizing visitors, weeping children roaming the port and tourists running into a weeping 'lady in blue' (apparently the spirit of a woman who died in childbirth). The museum even has an 'incidence form' ready for anyone wanting to report an otherworldly event.

Poveglia Island, plague victims - Italy

a photo of Poveglia Island, Italy

Poveglia Island, Italy

Mirco Toniolo/ROPI via ZUMA Press

Located off the coast of Venice and Lido, Poveglia sadly reunites all the classical elements of a horror movie: plagues, mass burial ground and mental institute (from the 1920's).

During the bubonic plague and other subsequent pandemics, the island served as a quarantine station for the sick and anyone showing any signs of what could be Black Death contamination. Some 160,000 victims are thought to have died there and the seven acres of land became a mass burial ground so full that it is said that human ash makes up more than 50% of Poveglia's soil.

In 1922 a retirement home for the elderly — used as a clandestine mental institution— opened on the island and with it a fair amount of rumors involving torture of patients. The hospital and consequently the whole island was closed in 1968, leaving all the dead trapped off-land.

Poveglia's terrifying past earned it the nickname of 'Island of Ghosts'. Despite being strictly off-limits to visitors, the site has been attracting paranormal activity hunters looking for the apparition of lost and angry souls. The island would be so evil that some locals say that when an evil person dies, he wakes up in Poveglia, another kind of hell.

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