The article discusses the rising trend of offal, particularly beef liver, as a desirable food in the U.S. Influencers on platforms like TikTok are enthusiastically promoting organ meats within the framework of ancestral diets, thus reshaping public perception. This newfound appreciation is tied to the wellness movement, where some advocates demonstrate creative ways to incorporate organ meats into meals, such as blending liver into smoothies. The trend has not only attracted attention online but is also reflecting in grocery store offerings, such as Whole Foods' introduction of frozen organ-meat blends.
The extravagant devotion to organ meats has become common within online wellness communities promoting 'ancestral' diets—a relative of the paleo diet, which endorses the consumption of whole, unprocessed foods.
Victoria Fitzgerald, who oversees Whole Foods Market's meat merchandising, shared that all of this social-media attention has been translating into people's actual eating habits.
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