front cover of Building Nature's Market
Building Nature's Market
The Business and Politics of Natural Foods
Laura J. Miller
University of Chicago Press, 2017
For the first 150 years of their existence, “natural foods” were consumed primarily by body builders, hippies, religious sects, and believers in nature cure. And those consumers were dismissed by the medical establishment and food producers as kooks, faddists, and dangerous quacks. In the 1980s, broader support for natural foods took hold and the past fifteen years have seen an explosion—everything from healthy-eating superstores to mainstream institutions like hospitals, schools, and workplace cafeterias advertising their fresh-from-the-garden ingredients.

Building Nature’s Market shows how the meaning of natural foods was transformed as they changed from a culturally marginal, religiously inspired set of ideas and practices valorizing asceticism to a bohemian lifestyle to a mainstream consumer choice. Laura J. Miller argues that the key to understanding this transformation is to recognize the leadership of the natural foods industry. Rather than a simple tale of cooptation by market forces, Miller contends the participation of business interests encouraged the natural foods movement to be guided by a radical skepticism of established cultural authority. She challenges assumptions that private enterprise is always aligned with social elites, instead arguing that profit-minded entities can make common cause with and even lead citizens in advocating for broad-based social and cultural change.
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A Desert Feast
Celebrating Tucson's Culinary Heritage
Carolyn Niethammer, Foreword by Johnathan Mabry
University of Arizona Press, 2020

Southwest Book of the Year Award Winner

Pubwest Book Design Award Winner

Drawing on thousands of years of foodways, Tucson cuisine blends the influences of Indigenous, Mexican, mission-era Mediterranean, and ranch-style cowboy food traditions. This book offers a food pilgrimage, where stories and recipes demonstrate why the desert city of Tucson became American’s first UNESCO City of Gastronomy.

Both family supper tables and the city’s trendiest restaurants feature native desert plants and innovative dishes incorporating ancient agricultural staples. Award-winning writer Carolyn Niethammer deliciously shows how the Sonoran Desert’s first farmers grew tasty crops that continue to influence Tucson menus and how the arrival of Roman Catholic missionaries, Spanish soldiers, and Chinese farmers influenced what Tucsonans ate.

White Sonora wheat, tepary beans, and criollo cattle steaks make Tucson’s cuisine unique. In A Desert Feast, you’ll see pictures of kids learning to grow food at school, and you’ll meet the farmers, small-scale food entrepreneurs, and chefs who are dedicated to growing and using heritage foods. It’s fair to say, “Tucson tastes like nowhere else.”

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Food for Dissent
Natural Foods and the Consumer Counterculture since the 1960s
Maria McGrath
University of Massachusetts Press, 2019
In the 1960s and early 1970s, countercultural rebels decided that, rather than confront the system, they would create the world they wanted. The natural foods movement grew out of this contrarian spirit. Through a politics of principled shopping, eating, and entrepreneurship, food revolutionaries dissented from corporate capitalism and mainstream America.

In Food for Dissent, Maria McGrath traces the growth of the natural foods movement from its countercultural fringe beginning to its twenty-first-century "food revolution" ascendance, focusing on popular natural foods touchstones—vegetarian cookbooks, food co-ops, and health advocates. Guided by an ideology of ethical consumption, these institutions and actors spread the movement's oppositionality and transformed America's foodscape, at least for some. Yet this strategy proved an uncertain instrument for the advancement of social justice, environmental defense, and anti-corporatism. The case studies explored in Food for Dissent indicate the limits of using conscientious eating, shopping, and selling as tools for civic activism.
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Upsetting Food
Three Eras of Food Protests in the United States
Jeffrey Haydu
Temple University Press, 2021

Battle lines have long been drawn over how food is produced, what food is made available to whom, and how best to protect consumers from risky or unhealthy food. Jeffrey Haydu resurrects the history of food reform and protest in Upsetting Food, showing how activists defined food problems, articulated solutions, and mobilized for change in the United States. 

Haydu’s sociological history starts in the 1830s with diet reformer Sylvester Graham, who blamed alcohol and store-bought bread—signs of a commercializing urban society—for poor health and moral decline. His successors at the turn of the twentieth century rallied against impure food and pushed for women to be schooled in scientific food preparation and nutrition. Decades later, in the 1960s and ’70s, a grassroots movement for organic food battled commercial food production in favor of food grown ecologically, by small farmers, and without artificial chemicals. 

Each campaign raised doubts about food safety, health, and transparency, reflecting how a capitalist system can undermine trust in food. But Haydu also considers how each movement reflects the politics, inequalities, and gender relations of its time. And he traces how outcomes of each campaign laid the groundwork for the next. The three eras thus come together as parts of a single, recurring food movement.

Upsetting Food offers readers a historical background to better understand contemporary and contentious food politics.

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