A SELF-described antihero has launched a "one-man crusade" against fast food.
Fitness and nutrition coach Matt Cowell, 40, has taken it upon himself to spread the word about healthy eating after a fifth McDonald's opened in Basingstoke.
Originally from Farnborough, Matt has lived in Basingstoke for 14 years and runs Mind over MATTer, helping people to lead a healthier lifestyle by promoting exercise and healthy eating.
Speaking to the Gazette, Matt explained that after seeing a fifth McDonald's open in the town, he felt he "had to do something."
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He said: "I do feel like there is a consequence to normalising these kind of food outlets, in my work I see people struggle with weight loss all the time.
"I'm on a one-man crusade, I'm pushing back against it, I want to become an antihero fighting back against ultra-processed foods by encouraging balance and better choices where possible."
Filled with the passion to help others eat healthier, Matt went online, purchased a doctor costume, complete with scrubs and a stethoscope, printed out leaflets showing statistics about heart disease and made his way to the newest McDonald's branch in the town, located in Hatch Warren.
"Some people thought I was a vet from Pets at Home next door, which just left them confused, but I was able to talk to people as they came to the door.
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"It was in a jovial way - I was teasing people about going in and buying ultra-processed food - and how it can lead to heart disease.
"My thinking was that I just wanted to raise awareness."
Matt explained how his message did in fact resonate with some of the people he spoke to.
He said: "There was one lady who didn't go in after speaking to me, and she said 'it was the sign I'm looking for' - it was better received than I thought it would be, I just thought I would get made fun of, but it seems people go in and kind of know they shouldn't.
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"The reception was surprisingly positive, one lady asked me to speak to her kids about not eating this kind of food all the time."
Matt said he sympathises with the argument that fast food - and I use the word 'food' loosely - businesses are large employers in the town, but he said that he doesn't believe Basingstoke needs as many as it has.
He said: "I understand the argument of them providing jobs and business, but I don't understand why Basingstoke needs five McDonald's, especially when you can drive around the whole town in about 15 minutes.
"That side of town that they've built the new one has no healthier alternative. If they built places where you can get good food then that would balance it out.
"The UK is facing an obesity crisis - the Gazette wrote about the increased obesity admissions in Hampshire Hospitals - so how does this help?"
He didn't rule out the chance of a return to McDonald's to speak with more people about healthy eating.
Readers can find out more about Matt by visiting www.wedofitness-coaching.com
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