Vegan steak for 27 € and a plastic cork in wine. The ultimate hipster absurdity

 

The trend for “eco” and “organic” has taken over store shelves and restaurant menus. On one hand, it seems like a step toward a better world, but on the other, it increasingly reveals situations that highlight market absurdities rather than true ecological change.

This article looks at the phenomenon of “eco premium” — products that, under the banner of saving the planet, often provide more social status than actual environmental impact.

 

Table of Contents
1. Introduction
2. Why “eco” stops being eco
3. Expensive veggie steak vs. real ecology
4. Plastic still dominates — even in wine
5. Natural cork — a symbol of consistency
6. What truly makes sense?
7. Summary
8. FAQ

 

Why “eco” stops being eco

A few years ago, vegetarian burgers and patties were symbols of simplicity — meat alternatives easily made at home from lentils, chickpeas, or beets. Today, ordering a veggie steak for €27 in a trendy restaurant surprises no one. In fact, for some, it has become a must-have item on the city’s culinary map. Yet this marks a clear shift: what was once meant to be democratic and accessible has turned into a luxury product for the few.

This paradox is at the heart of the problem. The “eco” label increasingly reflects a marketing tool rather than genuine care for the environment. “Eco premium” functions like a signboard — designed to attract those eager to present themselves as conscious, modern, and responsible consumers. Yet authentic ecology has nothing to do with inflated prices or exclusivity.

The conclusion is clear: the fashion for “eco premium” often diverges from true efforts to protect the planet. Instead of solving environmental issues, it reinforces consumer snobbery. It’s no longer about reducing our footprint, but about showcasing a lifestyle through a restaurant bill or the right logo on a product.

 

Expensive veggie steak vs. real ecology

A €27 veggie steak or an organic yogurt costing several euros a cup are no longer just food items. They are, above all, status signals. Once, conscious dietary choices meant trying to reduce meat, plastic, or long-distance transport. Today, it often means proving that one can afford “eco premium” — which, ironically, undermines the very essence of ecology.

The mechanism is simple: the higher the price, the greater the sense of exclusivity. A customer buying a plant-based meat alternative in an upscale restaurant feels they are making a positive choice for both themselves and the planet. The issue is that ecology in this case becomes a luxury commodity rather than a genuine tool for change. Instead of widespread reductions in meat or plastic, we end up with a narrow group of consumers purchasing mostly for image.

Sociologists call this the “eco snobbery” effect. It’s when ecological products lose their original purpose and gain prestige value. It’s no longer about cutting the carbon footprint but about showing off with a paper bag that says “organic” or a bottle of wine with a green label.

 

Plastic still dominates — even in wine

If anyone believes that “organic” wine always embodies the spirit of nature, just look at the cork. Increasingly, instead of a natural, traditional cork, bottles are sealed with a synthetic plastic substitute or a simple screw cap, also made of plastic. Absurd? Absolutely. The label screams authenticity, locality, and sustainability, but the first physical contact with the product reveals the gap between image and practice.

And this isn’t an isolated case. The market is flooded with “eco” products wrapped in plastic films, trays, or disposable packaging. The narrative of purity and naturalness loses credibility when the consumer is faced not with something authentic, but with the same repetitive industrial packaging.

So why do companies still choose plastic? The reasons are straightforward:

• Cost – synthetic corks or plastic screw caps are simply cheaper than natural cork, and in mass production, every cent counts.

• Logistics – plastic is lighter and more uniform.

• Standardization – the global wine market and other “eco products” demand consistency. Plastic gives producers control over each item, eliminating natural variations inherent in organic raw materials.

The issue is that while all these arguments make sense from a business perspective, they contradict the promises of marketing. A consumer buying something labeled “organic” expects consistency, and a plastic cork or foil packaging undermines that expectation completely.

 

Natural cork — a symbol of consistency

In the world of wine, natural cork is more than just a bottle closure. It is a symbol of tradition that has been part of winemaking culture for centuries, as well as an example of a resource aligned with sustainable development. It is harvested from the bark of cork oak trees, and most importantly — the process does not require cutting them down. The bark regenerates naturally every decade or so, allowing the tree to live for hundreds of years while producing cork many times over.

Natural cork also has outstanding functional qualities. It is flexible, airtight, and biologically neutral, which has made it the best way to seal wine for centuries. Moreover, cork “breathes” — allowing the wine to mature in the bottle, which is of great importance in oenology. Unlike plastic or metal, it is a fully natural, biodegradable, and recyclable material.

From an ecological standpoint, cork represents an almost perfect example of a circular economy. Its production requires no chemical processes, and cork oak forests act as carbon sinks, supporting climate balance. In many Mediterranean regions, cork oak cultivation is not only a tradition but also a tangible contribution to preserving biodiversity.

 

What truly makes sense?

The “eco premium” trend shows how easily we can lose sight of real purpose in the pursuit of a green image. In reality, true ecology rarely has anything to do with high prices or luxury branding. Genuinely ecological choices are simpler, cheaper, and closer to everyday life, though they require a different way of thinking.

Minimalism instead of showy consumption

You don’t need a closet full of “eco fashion” clothes or shelves stacked with “organic” cosmetics. An ecological approach means buying less and using longer. Minimalism — in food, clothing, or gadgets — genuinely reduces resource use and waste production.

The role of a conscious consumer

The key question we should ask ourselves is: “Why?” instead of “How much does it cost?”. Why am I buying this product? Do I really need it? Does its price and eco-label match its actual impact on the environment? This is where conscious consumption begins — less flashy but far more effective than trendy shopping gestures.

True ecology isn’t about spending more, but about consuming smarter and less. It’s the simplest yet hardest principle to follow, because it demands a change in habits, not just in how much money we spend.

 

Summary

The example of a €27 veggie steak or a plastic cork in an “organic” wine is not just an amusing anecdote but a symbol of a broader trend. They show how the idea of ecology is increasingly being hijacked by marketing and wrapped in a “premium” label. As a result, instead of genuine care for the planet, we get luxury products that serve more to highlight status than to change consumption habits.

Real ecology is far less glamorous and less spectacular. It doesn’t require trendy labels or high prices — it requires consistency, simple decisions, and common sense. Natural cork, local food, avoiding plastic, and minimalism in daily life are examples of solutions that truly make sense and have a positive impact.

 

FAQ

1. Are “eco premium” products always bad?
Not necessarily. Many are made more responsibly, and higher prices may reflect the costs of artisanal production. The problem begins when price and marketing replace actual environmental impact.

2. Why is natural cork better?
Because it is a renewable raw material, harvested without cutting down trees, fully biodegradable, and recyclable. It also supports winemaking traditions and local ecosystems.

3. What are the simplest ways to be more eco-friendly every day?
– Reduce plastic: carry your own bag, use a reusable bottle, buy loose products.
– Choose minimalism: buy less and use things longer.
– Reflect before every purchase: do I really need this?

4. Do I have to give up all “eco products”?
No. The key is conscious choice. It’s worth supporting producers who genuinely care about the environment, while avoiding situations where we only pay for marketing hype.