A 27 € vegan steak and wine sealed with plastic – the height of hipster nonsense

 

The boom for “eco” and “organic” has taken over supermarket aisles and restaurant menus. On one side, it looks like progress toward a better world, but on the other, it increasingly exposes market contradictions rather than genuine environmental change.

This article explores the concept of “eco premium” — products that, under the promise of saving the planet, often deliver more in terms of social prestige than real ecological value.

 

Table of Contents
1. Introduction
2. Why “eco” is no longer truly eco
3. Pricey veggie steak vs. authentic ecology
4. Plastic still prevails — even in wine
5. Natural cork — a symbol of integrity
6. What really matters
7. Summary
8. FAQ

 

Why “eco” is no longer truly eco

Not long ago, vegetarian burgers and cutlets symbolized simplicity — affordable meat substitutes made at home from lentils, chickpeas, or beets. Today, a €27 veggie steak in a fashionable bistro hardly raises eyebrows. For many, it’s become a culinary must-try. But here lies the shift: what was once meant to be accessible to all has morphed into an exclusive product for a select group.

This contradiction highlights the core issue. The “eco” label is now often more about branding than genuine environmental concern. “Eco premium” acts as a marketing badge, appealing to those eager to be seen as modern, mindful, and socially responsible. Yet true ecology has nothing to do with high price tags or exclusivity.

The takeaway is clear: the “eco premium” trend frequently strays from actual planet-friendly practices. Instead of reducing environmental harm, it feeds consumer snobbery. The focus shifts from lowering our footprint to flaunting lifestyle choices through a restaurant check or a trendy label.

 

Pricey veggie steak vs. authentic ecology

A €27 veggie steak or an organic yogurt costing several euros per cup are no longer mere food items. They primarily serve as symbols of status. Once, mindful eating was about cutting down on meat, reducing plastic, or avoiding long-distance transport. Today, it often means demonstrating the ability to pay for “eco premium” — a paradox that weakens the very purpose of ecological action.

The logic is straightforward: higher prices bring a stronger sense of exclusivity. A diner enjoying a plant-based steak in a luxury restaurant may feel they’re making a positive choice for themselves and for the Earth. Yet in reality, ecology here is reduced to a luxury good rather than a true driver of change. Instead of large-scale shifts in meat or plastic consumption, it creates a small circle of consumers buying mainly for appearance.

Sociologists describe this as the “eco snobbery” effect. It’s when green products lose their original mission and turn into prestige markers. The goal is no longer reducing emissions but showing off with an “organic” paper bag or a wine bottle with a green sticker.

 

Plastic still prevails — even in wine

Think “organic” wine always means staying true to nature? Just check the cork. More and more often, instead of natural cork, bottles are sealed with a synthetic plastic replacement or a plastic screw cap. Absurd? Certainly. The label proclaims authenticity, locality, and sustainability, while the first physical encounter with the bottle exposes the gap between promise and reality.

And this isn’t rare. Store shelves are filled with “eco” items packaged in plastic wrap, trays, or disposable containers. The narrative of naturalness and purity loses credibility when the buyer finds industrial-style packaging instead of something genuinely authentic.

Why, then, do companies stick with plastic? The explanations are simple:

• Cost – synthetic corks or screw caps made of plastic are cheaper than natural cork, and in mass production, every penny matters.

• Logistics – plastic is lighter and offers uniformity.

• Standardization – the global wine sector and other “eco goods” demand consistency. Plastic ensures producers can deliver identical results, avoiding the natural variations that come with organic raw materials.

The problem is that while these arguments make sense from a business standpoint, they clash with the promises made by marketing. A shopper choosing something labeled “organic” expects coherence, yet a plastic cork or foil wrapper completely undermines that expectation.

 

Natural cork — a mark of authenticity

In winemaking, natural cork is more than just a bottle stopper. It is a heritage symbol that has shaped wine culture for centuries, and at the same time an example of a raw material that supports sustainability. It is harvested from the bark of cork oaks, and crucially, the process doesn’t involve felling trees. The bark regenerates naturally every 9–12 years, allowing trees to thrive for centuries and provide cork repeatedly.

Natural cork also offers remarkable practical qualities. It is elastic, airtight, and chemically neutral, which is why it has long been considered the best way to seal wine. What’s more, cork allows wine to “breathe,” enabling it to age properly in the bottle — a crucial aspect of oenology. Unlike plastic or metal, it is a completely natural, biodegradable, and recyclable resource.

From an environmental perspective, cork is a near-ideal model of circular economy. Its production involves no chemical treatments, and cork oak forests act as carbon reservoirs, helping stabilize the climate. In many Mediterranean areas, cultivating cork oaks is not only a tradition but also a genuine contribution to biodiversity protection.

 

What really matters?

The rise of “eco premium” highlights how easily the essence can be lost in pursuit of a green image. In truth, genuine ecology is rarely tied to luxury branding or high costs. Real eco-friendly choices are more modest, affordable, and rooted in daily life, though they require a change in mindset.

Minimalism over showy consumption

You don’t need wardrobes packed with “eco fashion” or cabinets stacked with “organic” cosmetics. A sustainable approach means owning less and using longer. Minimalism in food, clothing, and gadgets truly reduces resource consumption and waste creation.

Being a conscious consumer

The most important question to ask ourselves is: “Why?” rather than “How much does it cost?”. Why am I buying this? Do I actually need it? Does the price and eco-label reflect its true environmental benefit? This mindset is the starting point for conscious consumption — less glamorous, but far more impactful than trendy shopping gestures.

True ecology is not about paying more but about consuming less and more wisely. It’s the simplest principle, yet the hardest to adopt, as it requires a shift in habits rather than just in spending.

 

Summary

The €27 veggie steak and the plastic cork in an “organic” wine bottle are more than quirky anecdotes — they are symbols of a wider trend. They reveal how ecological ideals are being rebranded and sold as “premium.” The result is luxury goods that serve as markers of status rather than steps toward sustainable habits.

Authentic ecology is quieter and less flashy. It doesn’t need designer labels or hefty price tags — it calls for consistency, thoughtful choices, and practicality. Natural cork, local food, rejecting plastic, and embracing minimalism in everyday life are examples of solutions that genuinely matter and bring positive change.

 

FAQ

1. Are “eco premium” products always harmful?
Not always. Many are indeed produced responsibly, and higher prices can reflect the costs of careful, small-scale production. The issue arises when cost and branding overshadow actual environmental benefits.

2. Why is natural cork the better option?
Because it is renewable, harvested without felling trees, fully biodegradable, and recyclable. It also upholds winemaking traditions and contributes to healthy ecosystems.

3. What are the simplest ways to live more sustainably day to day?
– Cut back on plastic: carry a reusable bag, use a refillable bottle, and buy loose goods.
– Embrace minimalism: purchase fewer items and extend their lifespan.
– Pause before shopping: ask yourself whether you truly need it.

4. Do I need to avoid all “eco products”?
Not at all. The key lies in mindful choices. Support producers who genuinely prioritize sustainability, but steer clear of situations where you’re only paying for a marketing gimmick.