I am in a very weird place at the moment. Not physically, that is very normal: propped up in bed, laptop indeed atop my lap and music playing. No, my weird place is a mental thing. A weird state of being for about six months. I am in this vortex of guilt and pleasure — not for the first time in my life I have to say, but definitely in a way I haven’t experienced before. I am in the grip of an emotional and physical addiction.

About six months ago, a friend, who quite frankly should know better, introduced me to a pleasure that has changed my self. It had an effect on me that can truly only be appreciated by those who too have crossed the line and let themselves yield to its pleasure.

Of course, you’re expecting me to say that in a moment of weakness I fell into the wrong hands and was led astray by a dreadfully addictive substance. Well, I’ll come clean ... I did — sort of! I fell into the hands of juice addicts. They got me, let me in to their fruit and vegetable junky lifestyles. It took some getting used to at the start but soon the buzz kicked in and I was gone — lost to this new world. Luckily, one that is only criminally healthy, green, pleasurable and utterly, utterly self-absorbing.

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Before my juicing habit really took hold I was a regular eater. Loved my meats, put up with veg and craved carbs. I adored sugar, chocolate and any pudding you could supply. Then juicing got hold of me and now I spend hours boring my non-user friends, talking about the amazing taste of fresh, raw kale and broccoli juice in the morning. That watercress, alfalfa sprouts and spirulina juiced is like drinking the Garden of Eden — juiced. That raw beets, ginger and tomato make a man of you, yadda, yadda.

I have to admit that I juice everyday. It has replaced countless encounters with cooked solids and that when I am prevented from feeding my habit — travelling mainly, it makes me fidget.

I know the dangers of addiction — don’t we all? But I now live in a world centred around my selfish pleasure seeking. Full of vegetables and fruit cakes for sure but luckily for me, ones I can juice and enjoy. I am guilty of chasing my pleasure like any other dependent and I know the more wise amongst you will advise me to temper my indulgences — but I can’t, and more importantly won’t.

Juicing fresh vegetables and fruit is completely amazing and you absolutely must flag down the band wagon and jump on it.

It is the oddest thing. Now that I juice, I find it very hard to eat cooked food. I am putting the raw and the beautiful bounty of Mother Nature into my machine and am getting out the freshest, purest nectar that I have ever had the pleasure to taste.

Fresh for me is now most definitely the best, and I am happy to proclaim this to all who will listen — even if it does make me sound like Gwyneth Paltrow!

Aidan Keane is the larger-than-life founder and creative director of Keane Brands, one of the world’s specialist design houses based in London, Dubai and Kuala Lumpur. Visit www.keane-brands.com