Erewhon

“So naturally the first thing I did when I got to California was go to Erewhon and get their hot bar because I have no self-control. I personally love Erewhon,” says Marianna Moore, a food influencer with nearly one million followers, a beautiful face, slightly gross online recipes and comic flair. She then tucks into a plate of tofu sticks, kelp noodles, Japanese sweet potato and buffalo cauliflower. At the end, she says with a smirk: “Was this worth $28? I don’t know! I couldn’t tell you.” She keeps on munching. I’ve not been able to find the seaweed gel or lion’s mane mushrooms in the form they are sold in Erewhon Having been studiously following food content on Instagram for nearly a year, I am finally finding my feet in the thicket of viral trends.