Since the outbreak of the COVID-19 pandemic, there has been a growing emphasis on promoting healthy living through exercise and a balanced diet. Healthy food is defined as food that provides the necessary nutrients for an individual's specific needs, which can vary based on factors such as age, gender, physical activity, body weight, and medical history. The culinary industry has responded to this trend by offering a wider range of healthy food options. Additionally, the prevalence of social media has led to a new culture of sharing pictures of food. Like sports and other activities, the consumption of healthy food can influence others who observe it, creating a trend. Mixgreens is responding to the growing demand for healthy food by expanding its business as a health food store in Solo. The increasing trend towards healthy eating motivated the author to investigate people's motivations for consuming healthy food and their perceptions of it. This research examines how Mixgreens' identity is constructed on the @mixgreens.id Instagram account using Aristotle's rhetoric theory. The analysis focuses on three proofs of persuasion: ethos, logos, and pathos (West & Turner, 2008). Additionally, the study investigates the message reception of @mixgreens.id Instagram account followers based on Stuart Hall's reception theory. The informants are grouped into dominant hegemonic, negotiated, and oppositional positions (Hall, 2006). The study gathered information from the owner, content creator, and seven followers using in-depth interviews. The content analysed was a sample of the six content categories of the @mixgreens.id Instagram account. Mixgreens positions itself as a healthy food store that not only focuses on sales but also aims to shape the audience's mindset that healthy food is practical and easy to obtain. However, the analysis suggests that Mixgreens' identity construction is weaker due to incomplete elements and lack of rhetorical evidence in some content categories. The followers predominantly accept the content of the @mixgreens.id Instagram account from a dominant hegemonic position. This research uncovered two differences or gaps: one between followers and nutritionists in their definition of healthy food, and another between nutritionists and healthy food producers in their approach to constructing healthy food.
