They follow in their thousands, they worship in drones, they post in their millions. We could only be talking about devotees to the humble avocado.
With a host of health-related benefits and a celebrity following, it was one of the fastest-growing food trends of last year.
Rich in cancer-fighting carotenoids, loaded with healthy fats, boasting cholesterol-lowering properties and with more than 20 different vitamins and minerals, it’s easy to see why this superfood is super popular.
Celebrities including Jamie Oliver, Nigella Lawson, Miranda Kerr and Jennifer Aniston are all fans. Ahead of the game, fans of ‘Jen’ will know that she shared her avocado breakfast on the Living Proof Inc Instagram account before the trend really took off.
But if you thought that the avocado obsession was a passing fad, think again. #AvocadoPorn has gained 10,725 posts on Instagram, while #Avocado has just over 6 million!
There has been, however, a downside to its success. The communities in Mexico and South America where it originates, are battling to keep up with demand. There have even been suggestions of local drug cartels getting involved.
Nonetheless, this hasn’t deterred its growing fan base.
Styled on toast, fanned out on plates, served stuffed and mashed to make guacamole. It looks like the only place the avocado is going, is on Instagram.