It was 23rd February 2017 and I was over in Breckenridge when friends started to send me links to media reports about 10-a-day. I switched on my phone and the in-box was full of radio/newspaper interview requests to talk about 10-a-day (most of them had already passed, as we were 7 hours behind). This BBC article was typical of the reporting. No questioning, no critical evaluation – just acceptance of the new myth of 10-a-day, just as the myth of 5-a-day has barely been questioned and just as a new myth of 7-a-day tried to gain acceptance on April Fool’s Day 2014 (ho ho).
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