It has a very rational basis - the 'clean nature' fad is a reaction to various food manufacturers deliberately producing cheap but bad food, for a long time. N

It has a very rational basis - the 'clean nature' fad is a reaction to various food manufacturers deliberately producing cheap but bad food, for a long time. Now, that doesn't mean it's always the correct reaction. But it's a simpler proposition than 'you must thoughorly research each individual ingredient in everything you eat'.