Totem and taboo in the grocery store: quasi-religious foodways in North America

This article focuses on food proscriptions such as veganism and gluten-free eating, and prescriptions such as the Paleolithic diet, focusing on the North American context. These quasi-religious foodways serve as means for individuals to engage in discourses of community, personal and group identity, and boundary-marking. Through the daily practice of eating, those who follow quasi-religious foodways mark their identities, literally consuming who they are. These quasi-religious foodways therefore function to allow contemporary consumer-oriented individualistic Americans to engage in discourses of community, identity, and meaning in a highly vernacular manner, that of the marketplace. They also point to the manner in which identity and community have expanded well outside of religious categories.\u