What’s real:

•    it was grown/is a plant (in the ground or hydroponically).  Fruits, vegetables, legumes, grains.
•    it  comes directly from  an animal source  with minimal processing.  Meat, dairy, eggs.
•    you shop for it in the perimeter of the grocery store or at a farmer’s market
•    it is close to it’s original source with minimal processing  ie) flour, butter, cheese
•    it is free from artificial colours, flavours, fillers and has no artificial preservatives
•    it has an ingredient listing that you know (what it is) and where it is sourced from
•    it is locally produced wherever possible
•    it was made/baked/produced/cooked with love, attention and thoughtfulness
• What’s not:
•    heavily processed and/or produced and tested in a lab
•    contains many unrecognizable ingredients that you would never use in your own kitchen (likely artificial colours, flavours, fillers, stabilizers, emulsifiers and preservatives)
•    items with tricky or deceptive labeling terms  ie: sour cream “product” or fruit “drink”
•    margarine, vegetable shortening, or  “whipped toppings” (just use whipped cream for goodness sake!)

All that said…this Foodivore still believes:
“all things in moderation”,
guilty pleasures are occasionally to be enjoyed and savoured,
and there isn’t anything that can’t be cured with a great cake
(baked from scratch, with butter and love of course!)