Rider and his partner Leanne Ratcliffe (better known as Freelee the Banana Girl), champion the “Raw till Four” diet, basing much of their advocacy on fat-shaming, with Freelee frequently claiming she just “has to speak up” when she sees people “abusing themselves via the fork”.

In this myopic interpretation of veganism, there is no valid option to being to hot and skinny. Obesity – along with cancer and even mental illness – are callously blamed on the failure to “carb the f–k up” on a vegan diet and little sympathy is granted to anyone who doesn’t heed their message.