Food is not merely a means of sustenance, but a cultural artifact imbued with social, economic, and political meaning. The rise of social media platforms like Instagram has given rise to new ways in which food is displayed, consumed, and politicized. Within this landscape, veganism has emerged as a potent force on Instagram, with thousands of users sharing photos, recipes, and opinions about the ethics of consuming animal products. Veganism, a diet that emphasizes the consumption of plant-based meals, has seen a sharp surge in popularity in recent years. The lecture contributes to an understanding of how food is used as a tool for political and cultural expression on social media. By examining veganism on Instagram through a critical lens, the lecture sheds light on the complex dynamics of power, privilege, and resistance that underlie the representation of food and dietary choices in South African online spaces, most notably Instagram.