I won't weigh in on the case itself, but Jeremy Nicholl's article is a string of loosely associated logical fallacies including ad hominem attacks, straw men, accusations of guilt by association, and assumption. And he finishes it off with a call to arms like the one he's trying to denounce.

visually the project is fine, but it has no connection to the culture of food and eating in the Mediterranean region. Overpackaged, square food products are antithetical to the mentality about food in the area. Other regions would be wise to adopt some of those views and ditch over-packaged, over-manufactured, shipped foodstuffs.