Natural Prophets: From Health Foods to Whole Foods—How the Pioneers of the Industry Changed the Way We Eat and Reshaped American Business

Marketing executive Dobrow charts the remarkable growth of the natural food industry over the past 15-plus years in this enlightening volume. Having worked with companies such as Fresh Fields, Whole Foods, Balducci's, and Sprouts, he offers valuable insight on how consumer demands evolve and the ways in which organic food producers work to meet these changes. Dobrow introduces key moments and players, combining history and sociology with "biographical memoir, and corporate profile." He explores the influence of widespread critiques chemical agriculture such as Rachel Carson's Silent Spring and, more recently, Michael Pollan's The Omnivore's Dilemma. The author also profiles the forerunners behind particularly successful natural food brands including Mo Siegel, who started Celestial Seasonings in Colorado, Bob Moore who turned Bob's Red Mill "into a $120 million business selling a wide variety of wholesome stone-ground grains, flours, and cereals," among others. Their stories prove interesting and their continued success reflects the increasing popularity of the industry as a whole. (Feb.)